Politico: The fall of Salon.com

A Facebook page dedicated to celebrating the 20th anniversary of digital media pioneer Salon is functioning as a crowdsourced eulogy.

Dozens of Salon alumni have, over the past several months, posted their favorite stories from and memories of the once-beloved liberal news site described as a “left-coast, interactive version of The New Yorker,” a progressive powerhouse that over the years has covered politics with a refreshing aggressiveness, in a context that left plenty of room for provocative personal essays and award-winning literary criticism.

“We were inmates who took over the journalistic asylum,” David Talbot, who founded the site in 1995, wrote on the Facebook page. “And we let it rip — we helped create online journalism, making it up as we went along. And we let nobody — investors, advertisers, the jealous media establishment, mad bombers, etc — get in our way.”

They are mourning a publication they barely recognize today.

“Sadly, Salon doesn’t really exist anymore,” wrote Laura Miller, one of Salon’s founding editors who left the site for Slate last fall. “The name is still being used, but the real Salon is gone.”

Salon, which Talbot originally conceived of as a “smart tabloid,” began as a liberal online magazine and was quickly seen as an embodiment of the media’s future. For a while, particularly ahead of the dot-com boom of the late 1990s, it even looked as though it might be a success story. It lured famous writers and tech-company investors and went public in 1999. At the time, Salon was valued at $107 million.

“I think it’s very similar to what a Vox or a Buzzfeed seems today,” said Kerry Lauerman, who joined Salon in 2000 and would serve as the site’s editor in chief from 2010 to 2013. “There was, at first, a lot of money and excitement about Salon. There was no one else, really, in that space. ... It was kind of a brave new world, and Salon was at the forefront.”

Over the last several months, POLITICO has interviewed more than two dozen current and former Salon employees and reviewed years of Salon’s SEC filings. On Monday, after POLITICO had made several unsuccessful attempts to interview Salon CEO Cindy Jeffers, the company dropped a bombshell: Jeffers was leaving the company effective immediately in what was described as an “abrupt departure.”

While the details of Salon’s enormous management and business challenges dominate the internal discussion at the magazine, in liberal intellectual and media circles it is widely believed that the site has lost its way.

“I remember during the Bush years reading them relatively religiously,” Neera Tanden, the president of the Center for American Progress, told POLITICO. “Especially over the last year, they seem to have completely jumped the shark in so many ways. They’ve become — and I think this is sad — they’ve definitely become like a joke, which is terrible for people who care about these progressive institutions.”

So, what happened?