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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The Onion's Acquisition
- Ben Collins jokingly offered to buy The Onion on Blue Sky.
- This led to a serious effort involving Lila Brison and Danielle Strle, culminating in Twilio CEO Jeff Lawson funding the purchase.
Acquisition Logistics
- The Onion's purchase required a business plan, financial modeling, and due diligence.
- This included securing Jeff Lawson's investment and collaborating with the Onion Union.
Business Model Inspiration
- The Onion's new business model draws inspiration from Dropout, formerly CollegeHumor.
- Dropout successfully transitioned to a niche subscription service, prioritizing audience engagement and satisfaction.