How The Onion is saving itself from the digital media death spiral

Decision-Making

The new executive team at The Onion, led by Ben Collins and Danielle Strle, is navigating a complex decision-making landscape. Ben emphasizes a selfless approach, valuing the institution's legacy by consulting past contributors and current audiences to maintain The Onion's essence 1. Danielle describes the organizational structure as relatively flat, with key roles filled by experienced individuals, ensuring continuity in editorial processes 2. This collaborative approach aims to protect The Onion's unique identity while adapting to new business challenges.

   

Digital Shift

Transitioning The Onion from Kinja to WordPress was a swift and strategic move, driven by the desire to improve user experience and business viability. Danielle explains the urgency of the transition, which was completed in time for the Democratic National Convention in Chicago 3. The shift away from a content farm model aims to create a sustainable business that prioritizes quality content over click-driven strategies 4. This foundational change is seen as essential for supporting The Onion's broader creative ambitions.

   

Print Revival

Reviving The Onion's print edition is a bold move that taps into nostalgia while expanding its reach. Danielle highlights the logistical ease of printing in the Midwest, leveraging existing infrastructure to produce 40,000 copies for the DNC 5. The initiative aims to distribute free copies widely, fostering community engagement and brand loyalty 6. Ben likens the print edition to a vinyl record, offering a tangible, enjoyable experience that complements the digital landscape 7.