Decoder with Nilay Patel How The Onion is saving itself from the digital media death spiral
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Aug 22, 2024 
Ben Collins, CEO of The Onion and former disinformation reporter, joins Danielle Strle, Chief Product Officer with a background at Tumblr, to discuss how they're revitalizing the iconic satire site. They share their ambitious plan to relaunch the website and return to print while honoring The Onion's cultural legacy. The duo highlights the importance of diversifying revenue amidst the shifts in media consumption and explores innovative strategies to engage audiences in a saturated digital landscape. Their commitment to satire as a tool for combating misinformation shines through.
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Investor Relationship
- Small media companies like The Onion can thrive with investors focused on long-term sustainability.
- Jeff Lawson aims to own The Onion indefinitely, prioritizing its preservation over rapid financial returns.
Platform Migration
- Migrate away from legacy content management systems.
- The Onion quickly transitioned from Kinja to WordPress, improving site performance and flexibility.
Print Revival
- The Onion staff, accustomed to content farm pressures, welcomed the return to print.
- This shift prioritized quality and writer satisfaction over programmatic ad revenue.