Uncanny Valley | WIRED BIG INTV: The Onion's Ben Collins On How The Truth Can Pay Dividends
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Sep 2, 2025 
Ben Collins, CEO of The Onion and former disinformation reporter, shares insights on revitalizing satire in a digital age. He emphasizes the courage it takes to maintain integrity in media, especially when tackling controversial topics. Collins discusses the shift from disinformation to humor, arguing that satire can illuminate truth. He highlights the challenges of eliminating low-quality ads and the impact of AI-generated content on originality. The conversation also touches on the balance between creative freedom and commercial pressures in modern journalism.
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Cutting 'Dick Pill' Ads To Save The Brand
- Ben Collins removed intrusive erectile-dysfunction ads when he became CEO despite short-term revenue loss.
- He prioritized comedy quality and paused ad revenue to relaunch The Onion's print and web products.
Double Down On Your Core Voice
- Lean into what your outlet does best rather than placating powerful interests or advertisers.
- Bold, truth-telling content builds audience trust and long-term commercial opportunity.
Bidding On Infowars As A Strategic Gamble
- The Onion considered and bid to acquire Infowars assets after the auction, then faced legal and safety concerns.
- The bid showed their willingness to take big risks to prevent the brand falling into hostile hands.