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I think Ghost and WordPress are both great solutions that serve different purposes. I would advocate for any open source solution, eg Ghost over Substack - purely because you own the data and can do what you like.

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Regarding Wordpress for publishers.

I personally managed Heart's brands migration from Adobe Experience Manager to self-hosted Wordpress. It was a mayor challenge, but the effort paid good enough. Everyone, including Google loved it. Specially our 100+ journalists. The only team that *strongly* opposed was the tech team, which was rendered almost irrelevant (whereas before they were kings in the informal org-chart).

BUT, now I'm rooting for ghost.

Currently I'm investing in independent media companies and we are using Ghost for small teams (1 or 2 media entrepreneurs). To be honest I'm still a bit afraid of missing on tons of plugins and large ecosystem. My instinct tells me it will be a better online platform for small publishers. And as consolation, we can always migrate to other systems if the brands outgrow ghost.

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