HOME
          
LATEST STORY
The newsonomics of MLB’s pioneering mobile experience
ABOUT                    SUBSCRIBE
Sept. 1, 2010, 10:41 a.m.

The Awl gets a sister site, Splitsider, which will be its “newsy-voicey” compliment in covering comedy

It sometimes feels like all the good topics are taken online — it’s uncommon to find a promising but untrampled niche for a new website. The folks behind The Awl hope they’ve found one in a new site up in beta today called Splitsider. (It’s password-protected for now; it’ll be public next week.) It’ll cover the comedy industry for a ready audience of comedy nerds/lovers, and it’s the first evidence of the Awl expansion plans we wrote about in June.

Last week Adam Frucci, who is going to head up Splitsider, said goodbye to his readers at the Gawker Media site Gizmodo. Reflecting on his four years there, he asked: “What other job pays you to test drug paraphernalia and sex toys, to create goofy videos and unscientific quizzes? No other job, that’s what.” But there is still plenty in store for him at his new gig, where his colleagues will include Gawker veterans Choire Sicha and Alex Balk.

I spoke with Frucci about why moving on to Splitsidder was so appealing, considering his success at Gizmodo. “I’ve been at Gizmodo for four years,” he told me, “but I was never going to run Gizmodo.”

He’s in the process of sorting out what kinds of posts he wants to write himself and which contributors he plans to tap for regular features. “It’s been a lot of back and forth with writers,” he says. “I want people to be excited about what they write about.” Contributors will be unpaid, at least at first. (When I asked if he can guarantee book deals, like the kind Awl contributor Chris Lehmann landed for his unpaid column called Rich People Things, Frucci deadpanned, “I promise 100 percent if you contribute, you’ll get a book deal.”) He says the core of the site will be a running stream of newsy posts from him about things like which shows and writers getting deals, plus columns on specific topics.

Sibling sites

The site will compliment The Awl, posting content that at least some Awl readers should find interesting. That cross-promotion will help push early readers to the new site. But it’ll have a slightly different tone: Publisher David Cho told me that if The Awl is all about voice, Splitsider will be all about showing they can do “newsy voicey.”

Cho told me that the combination of content opportunity and voice is what made this an appealing prospect. “To have a great writer and a topic that no one else owned, that’s a huge opportunity,” he said. “I think from a content perspective, it might even have more potential than the Awl.” This spring, The Awl was up to about 400,000 pageviews per day. The bread and butter of Splitsider will be the die-hard comedy nerd (“they have nowhere to congregate now,” Cho says), plus the casual reader.

Risk

Frucci and Cho are optimistic, but there’s obviously risk involved. Frucci’s contract offers him the perks of getting to build and shape the site, plus a share of site revenue. But, if the site doesn’t take off, there’s no base salary for him to rely on. His old job at Gizmodo paid him a base plus bonuses for big traffic.

Cho agreed there’s a risk, but said he wouldn’t push him into something he thought would definitely fail. He added that you pretty much need a sink-or-swim personality to make this kind of project work. If you’re looking for stability, “I don’t think that’s the type of person we’d want for a job like this,” Cho said. “That’s the type of person whose going to get burn out.”

Frucci mentioned his idea for the site to Cho, who had his eye out for talented writers and good ideas for sites. Why launch with Cho and share revenue rather than go it alone? “I have no experience launching a site or selling ads,” he told me. “Basically, it makes it possible to do.” Cho says he “can get him a significantly higher CPM than if he were trying to do it on his own.”

Cho told me back in June that he hopes to launch several new sites this year. He’s keeping his eye out for interesting ideas and great writers to lead them. The details on the other sites are under wraps, but Cho did say “in a lot of ways, this site is a pilot.”

POSTED     Sept. 1, 2010, 10:41 a.m.
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
The newsonomics of MLB’s pioneering mobile experience
Running a sports league and running a news operation aren’t the same thing. But there are lessons to be learned from baseball’s success in navigating mobile.
Why The New York Times built a tool for crowdsourced time travel
Madison, a new tool that asks readers to help identify ads in the Times archives, is part of a new open source platform for crowdsourcing built by the company’s R&D Lab.
Opening up the archives: JSTOR wants to tie a library to the news
Its new site JSTOR Daily highlights interesting research and offers background and context on current events.
What to read next
1020
tweets
The newsonomics of the millennial moment
The new wave of news startups is aiming at a younger audience. But do legacy media companies have a chance at earning their attention?
803A mixed bag on apps: What The New York Times learned with NYT Opinion and NYT Now
The two apps were part of the paper’s plan to increase digital subscribers through smaller, targeted offerings. Now, with staff cutbacks on the way, one app is being shuttered and the other is being adjusted.
413The new Vox daily email, explained
The company’s newsletter, Vox Sentences, enters an increasingly crowded inbox. Can concise writing and smart aggregation on the day’s news help expand their audience?
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
St. Louis Globe-Democrat
PolitiFact
FactCheck.org
U.S. News & World Report
GlobalPost
Neighborlogs
The Awl
Crosscut
INDenverTimes
The Ann Arbor Chronicle
Tucson Citizen
Detroit Free Press and Detroit News