I knew about The Awl only when Sylvia was heading it. I discovered it last year or so and bothered to send in a few typos along the way. I loved the writing, I loved the off-current-affairs topics, I loved the esoteric posts. I loved Fran Hoepfner’s writing as well as music recommendations, specially since they pointed squarely to playlists on Spotify. Here’s a list of five posts that I have bookmarked. (There were probably more, but I lost some data from my RSS reader one day and didn’t bother to go looking for that)
Now The Awl is dying. People are celebrating this amazing blog/site/publishing platform. They’re talking about what a grand experiment it was, they’re talking about how it began and how it seemed to forever be bootstrapped (this is one of my failings – I do not bother with initial intent, so I don’t know when something will turn on me. I should be more careful of this). They’re relishing in the long list of people who ‘graduated’ from The Awl and the platform it gave to the many who now work elsewhere. They’re toasting to the feeling of having a personal blog but with an editor and getting paid to write on it.
Well I’m a little pissed. I discovered The Awl too late. I supported it too late. I want to discover more writers (and I sure am not going to use Medium to do it) and read more content and send more letters to the Editor. But they’re going away. At the end of the month, no less! I may be an infrequent reader of the site, but I don’t remember seeing any discussion with the readers, or any indication that it’s going under. All I see now are articles written in other publications by people who moved on from The Awl and know its inner workings. They’re waxing poetic about how there were never any investors, how The Awl always had a blog-y feel instead of a publication, how the end was inevitable because 2008-2013 was the time when small ad networks supported small blogs, but we all knew this was going to end some day.
Well, it did and frankly, if you’re in the business of publishing online, you should know one thing – ads are dead. Everyone, when they get a new computer, follow this format –
- Open default browser
- Download Google Chrome
- Install Adblock
That’s the way this works now. If you don’t know that, well, sorry. If The Awl thought that life in the Adworld was tough because the site wasn’t targeted enough, here’s a tip –
2012 may have been the age of small ad networks, but 2018 is the age of ASKING YOUR USERS FOR SUPPORT.
Seriously, if writing apps (like Ulysses and Bear) can move to a subscription model, if The New York Times can politely remind people to donate, if the Guardian can ask for as little as $1, the least you could have done was to mid-2017 start a darn Patreon page. If nothing else, you’d see who out of the thousands of people who visit your pages found your content worth supporting.
But I get it, you’ve thrown your hat in the ring. You’ve decided that the thing you knew – ads – is no longer going to keep the virtual doors open and so it’s time to move on. So be it. I’ve followed my favorites on twitter and Instagram and hopefully will find some meaningful voices on Medium (ugh) and indie blogs (have you heard? they’re making a come-back. ping me, anyone, who needs help setting up a WordPress blog for ~$3/mo). In the meanwhile, I’ll be looking for ways to start my own Awl, in memory of this interesting ‘experiment’.
The Awl is dead, but its marks remain.
Photo by maritimeantiques