What happened at Deadspin this week felt kind of familiar to me, and to other radio people, I’ll bet.
The short version if you haven’t been following: the site got new owners earlier this year—rich dopes who have experience in online publishing but little actual success at it—and they issued a “stick to sports” edict, although Deadspin was years evolved beyond its creation as an independent sports website into a politics and culture magazine with a wide ambit and a unique point of view. It was home to legitimately great writers, including Drew Magary, David Roth, and Albert Burneko, tenacious journalists including Diana Moskovitz and Laura Wagner, and a crew of brilliant bloggers. The site’s most recent editor, Megan Greenwell, quit in August (and set fire to her bosses on her way out the door); after this week’s latest “stick to sports” edict, deputy editor Barry Petchesky pinned Deadspin’s best non-sports posts on the front page and got fired for it. Within 48 hours, most of the other writers had hit the door, and Deadspin, a site I have visited several times a day for over a decade, was dead.
Any radio person who has been through a station sale probably can feel pains of sympathy for what the Deadspinners have been going through.
Understand first of all that I get it, and my radio colleagues who have been through it get it: when you own the company, you can do whatever you want with it. But it happens time and again, as it happened at G/O Media (owners of Deadspin and other sites including Jezebel, the Root, and the sadly shuttered Splinter, the news site the private-equity dopes terminated last month), and at radio stations from here to West Overshoe: new owners come in with a set of prejudices and the intent to act on them. They look at what the place is doing, and they say, “This can’t be working,” which often translates to, “I don’t like this, which means it’s wrong.” Or they say—and this is closer to what happened at Deadspin—“I’m going to do this thing even if it makes no sense to you, because I’m playing a game of nine-dimensional chess you can’t understand.”
It doesn’t have to be new owners. It can be new bosses brought in by old owners. I know of a radio station where a new boss announced that he would curtail the amount of live sports the station was doing, because nobody was listening and they couldn’t sell it. This was before he’d bothered to look at the revenue figures, which proved that they could sell it, which in a non-measured market is all that matters. I know of another station with a specialty show that made money like there was a printer in the basement, but a new manager wanted to kill it because he couldn’t understand its appeal. Years ago, I got fired for the simple reason that a new boss wanted his people. That the new people were not as talented never entered his mind.
Deadspin’s owners do not understand that recaps of the World Series or somesuch, no matter how engagingly written, were not what kept people coming back to the site. And that’s what makes this so absolutely maddening, and what makes it so maddening to we radio types when new owners or managers take over and start messing with a proven product. The evidence for what works is right in front of you—why are you unable to see it?
Megan Greenwell wrote: “A metastasizing swath of media is controlled by private-equity vultures and capricious billionaires and other people who genuinely believe that they are rich because they are smart and that they are smart because they are rich, and that anyone less rich is by definition less smart. They know what they know, and they don’t need to know anything else.” [Italics mine.] But you don’t have to be rich, necessarily, to think this way. It’s enough to believe you’re smart because you have been told that you’re smart—even if it’s only yourself who has done the telling—and that anyone who isn’t you is less smart. And so you will, with eyes wide open, make decisions based on your own perceived smartness and discount the real-world evidence that is, and let me repeat this, right in front of you.
TL, DR: so long, Deadspinners. You were awesome. A lot of us out here feel your pain, wish you well, and look forward to following you wherever you land.