I have spoken at length about this before, but I really enjoy this topic, so I will come at it from a slightly different angle. I have written about how I think a startup blog should try to be the Spy Magazine-like Anti-Axios of our day. A neo-Gawker, if you will.
And, yet, I suspect that due to the changing nature of the broader Internet, that’s just not going to happen. No one with the means, motive and opportunity is going to invest in such an idea simply because Twitter exists and the blog universe has become so large and saturated that it would be difficult for such a person to see any immediate ROI. Or something like that.
So I turn my attention, again, to Playboy.
It just makes too much sense for Playboy to throw everything up in the air and completely switch gears. It makes too much sense for it to hire a bunch of Jezebel writers and turn Playboy.com into the biting political site that we’ve all been looking for. I really enjoy what The Atlantic has been producing and Crooked Media does a good job, but it is, to date, a podcasting company. It just doesn’t seem all that interested in doing what I want.
But Playboy not only has an existing audience, it has a name brand that is already associated with liberal progressive causes. And it’s really, really desperate to be relevant again. Doing as I suggest would do just that. It would really get people buzzing again about the brand and I feel the market would be there, as well.
It’s possible, though, that what I want is not something a legacy brand can provide. It could be that only a startup could do it. It will be interesting to see how long it takes for someone to see what I see. Maybe they never will.