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The cautionary tale of Mic.com


A Digiday article talks about the cautionary story of Mic.com. It started in 2012 and across its lifetime has raised ~ $60 million. From 2012 until 2019, it has pivoted its Niche and Formats multiple times, each time struggling to find a moat.

  • 2012: Posts on policy-making for progressive, young audiences.
  • 2014: Posts on news for progressive, young audiences from Social (Facebook).
  • 2016: Posts on news for progressive, young audiences from SEO.
  • 2017: Videos on news for progressive, young audiences from SEO.
  • 2018: Content agency but eventually laid off the majority of its staff.

There are many such stories of badly selected niches:

  • Quartz which grew out of The Atlantic was The Economist but free.
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