Ben Franklin's 'The Pennsylvania Gazette' was one of two papers in Philadelphia in the early 1700's. The other papers owner was also the postmaster. This access provided by the government position allowed him direct access to subscribers as he didn't allow Franklin's Gazette to be delivered through the mail.
By 1737 Franklin won't the postmaster job and immediately recognized the advantage of having direct access to his subscribers as a result the Gazette became more profitable.
Similar to today's world where social media accounts are at the whims of the businesses. Incorrect posts can get you down regulated, shadow banned, or publicly banned.
Having direct access to your audience is crucial.
The task of building this type of audience is more difficult. It is easier to to hit a like or follow button than find a newsletter or blog and follow.
The asymmetry works in both directions though. It is better to have fewer subscribers or followers of something you control. It likely is better by an order of magnitude.
100 people that open your email newsletter is better than 1000 followers on Twitter (X). Like Kevin Kelly's '1000 True Fans' there is simply a higher level of bond for those that self select in.
The hard is what makes it good and lasting.
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