Vox Media Acquiring ReCode
Deals like this, the demise of Gigaom (yes, I know - but it won't work), and the general lack of runaway success of tech publications lately often get people lamenting how media is on a downward slide and the business model inherently broken. I'm starting to suspect, however, that tech media as a mass market idea is grossly overrated.The typical "person on the street" doesn't care about "tech" as an individual topic, nor for publications like Gigaom, TechCrunch, or ReCode. They'll take tech flavored news in their stream as it comes whatever the source (and folks like the BBC, CNN, the NYT, etc, all do a good job of it anyway).The people who work in and live and breathe "tech" (e.g. us) and who do really care aren't considered to be "enough" for a mass market site. It's ridiculous a newish site with 1.5 million uniques a month is classified as "struggled to draw significant traffic" in an industry that employs around 6.5 million Americans in all. The "genericization" of tech media as mass market media is horrid - look at how insipid the stories TechCrunch covers nowadays, for example.I think people need to rework their assumptions about what "tech" is, how it relates to the media as a whole, and to get used to the idea that tech-specific media is (and should be) almost (but not quite) as niche as media aimed at medical professionals, lawyers, people in aviation, or similar groups.