Volts one-year anniversary: a letter to readers
On Dec. 7, 2020, one year ago, I sent out the first Volts post. At the time, I was extremely nervous. I had left behind a stable job at Vox and had no idea if a newsletter dedicated to clean energy and politics would find any readers, much less readers who would pay.
Over the last year I dug into carbon markets, transmission systems, lithium-ion batteries, and 24/7 carbon-free energy. I profiled new clean-energy legislation in Washington state, Colorado, and Illinois. There was a little philosophy and a lot of politics and policy. For the podcast, I talked to researchers, analysts, activists, and politicians.
I have reason to believe Volts has reached the corridors of power, though Joe Manchin has by all accounts remained immune to its charms.
I have a long list of topics for next year: clean-energy materials and recycling, embodied carbon, hydropower, hydrogen, and the possibilities for political progress under a dysfunctional (and possibly soon fascist) national government.
Anyway, one year in is probably too soon to draw any definitive conclusions, but from what I can tell, it’s working. I am absurdly grateful.
I try not to indulge in too much navel-gazing — mostly I keep that stuff confined to my neurotic inner monologue — but in this post I want to reflect a little bit on why I started Volts and what to expect from it in the coming year.
And I want to ask you, if you haven’t already, to sign up for a paid subscription — or, if you have a subscription already, to purchase one for someone else, perhaps as a holiday gift.
So: why did I start Volts? Two basic reasons.
Writing for my people …
One, although Vox gave me tons of latitude, there are limits to what you can do at a general-interest, ad-supported publication. You have to aim wide, to try to snare as many people as possible. Readers are likely to encounter your headline floating on Twitter or in their Facebook news feeds — you can not assume they know anything about you, your past work, or your subject matter.
So every new piece has to be an introduction. You can’t use any allusions to your previous work. You can’t reference any inside jokes. You can’t take anything for granted. (I can’t count how any times I had to explain that renewable energy is good because it reduces carbon emissions, which is good because it slows climate change, which is bad.)
And you can’t be too weird or idiosyncratic. Ultimately, though it is much more flexible than many publications, Vox needs every piece to be, at a basic level, a Vox piece. It has to represent the brand. That’s true for any publication or institution.
There’s nothing wrong with that — Vox has a great brand! If you visit, as I regularly do, you’re guaranteed to find a bunch of good Voxy pieces.
But I got tired of writing for everyone and no one in particular. I was ready to write for my people, to gather them up and take them with me so that we could learn together, follow ongoing themes and n
