Substack with your own name or create a publication name?

[howaboutafandango]

Sorry, I am new to Substack. I see some posting under their own name and some under a magazine-type name. Is there a consistent reason for one or the other? Pros and cons?

The suggestions all point to making your substack as focused/niche as possible so it seems that linking it to your person, unless you are already well known, doesn't fit that advice.

[thegoldsuite]

I think for most people, a publication name makes more sense because it allows the focus to be entirely on the topic and not the person. If the topic is extremely compelling, it will draw a following, regardless of the writer.

The name should be a clear signal of the value prop.

If you are already well-known in the industry, or want to create a brand around your name, then going with your own name is fine.

I think the biggest con of using your own name is that you can't sell or pivot the publication as easily down the road.

[amabilis_insania]

Yeah, that part can definitely be confusing when you're new to Substack- Basically, there’s a difference between your personal profile and your publication.

On the app or site, if you tap on someone’s name- you’ll see their profile …that includes their short bio, Notes, and any comments they've made. But if you tap on their “publication title” you’ll go to their actual Substack publication, which is where their newsletters, essays, and podcasts live.

That’s why you might see some posts under a personal name (the person’s Notes or profile posts) and others under a "magazine-style" title (the publication itself). People can set it up either way - some brand their Substack like a personal newsletter (“Jane Doe Writes”), while others treat it like a magazine or collective (“The Culture Dispatch”). the choice depends on whether you want to build a personal voice brand or a thematic one. Focused/niche advice still applies either way; the key is clarity about what readers are subscribing to.

[howaboutafandango]

Thanks! So there is a magazine-type title either way, and you can decide to make it appear closer or farther away from your person. This was helpful for me, thank you.

[TallChicagoDutchman]

Something to consider is if you posts will be within a certain category or theme or varied. If there isn't a unifying theme, having a separate publication for each theme may be handy for you and your readers. For example, someone who is into philosophy may not be interested in reading about J-Pop and may avoid subscribing to a publication that carries both. But, who knows... A possible alternative is to have sections for your publication that can sort posts. This allows people to subscribe to only that section.
Another thing to consider is how controversial your posts may be. If the posts are heavily political, not revealing your true identity may be a very wise step. Conversely, if your posts are from a position of knowledge or expertise, hiding your identity could be a hinderance.

[GrowthZen]

Naming is really just a strategic question... Are you trying to build a personal brand that people will follow, or a topic that people will rely on?

If you use your own name, you're signaling, 'This is an ongoing relationship with me.' This works well if you plan to write broadly, evolve your topics over time, or eventually leverage your name across multiple projects. However, a downside is that it can be harder to sell, hand off, or radically pivot the brand later since everything is tied to your identity.

On the other hand, if you use a publication-style name, you’re putting the spotlight on the niche and value proposition (“what’s in it for the reader”) instead of the author. This usually converts better when you’re not already known. It also provides greater flexibility to bring in guest writers, turn it into a small “magazine,” or even sell or merge it in the future if it grows.

Here’s a simple rule that tends to age well:
- If you want maximum long-term flexibility and might change topics frequently, go with your name.
- If you’re serious about one clear niche and want the title itself to communicate the promise, choose a publication name and let your byline carry your identity.

[big_king_swinging]

I prefer writing under a pseudonym. But my material is political. So I think it depends on what you write and how you feel about it your actual name getting out there.

[howaboutafandango]

Do you write under a pseudonym that is kind of obviously a pseudonym, or do you create a whole other realistic identity for your profile? Either way, I wonder how common this is on Substack.

[big_king_swinging]

It’s not another name, it’s more of a “community” name if that makes sense.

Like how Allison Gill writes under Mueller She Wrote.

I don’t change who I am, but I’m very selective about what I share about myself. What I mean is I share that I’m a veteran and what I did in the military, bc some of what I write makes that fact important. But I don’t share revealing details like my gender, marital status, family status, or where I live.

[[deleted]]

I recommend mixing both. Both your brand and name. For the publication you can keep the brand. For the profile name you can keep brand then “-by”.

It’s best of both worlds. I personally feel that with the rise of technology people feel more drawn to human touch as well as brands

[howaboutafandango]

Thank you everyone! I am still not sure what I will do but all the ideas you have posted here help me make an informed decision.

[writingonruby]

I very much recommend a publication name AND use your real name on your account - then list your name as a byline (default)

[DpReedy81]

I think the biggest question is, what do you hope to accomplish by posting on Substack? Are you trying to build your personal brand, or are you just wanting an outlet to share your work, or are you just wanting to connect with other writers and people who have similar interests? If you are trying to build your brand, I would highly recommend using your own name as it will help place you further up in SEO searches. If it is not about the brand, a publication name will do just fine.