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The Business of Content

Jun 22, 2020

In the mid-2000s, Digg was one of the most powerful websites on the internet. Powered by its army of users, the platform would send gargantuan amounts of server-crushing traffic to any content featured on its front page. Millions of people visited it each day and it turned its founder Kevin Rose into an internet celebrity.


But you probably know what came next. A misguided redesign triggered a user revolt, and its audience abandoned it for Reddit and other platforms. Before long, it seemed destined to follow in the footsteps of Myspace and Friendster.

Its story didn’t end there. In 2012, the site sold to the startup studio Betaworks, which immediately went about trying to revive the Digg brand. In 2018, it was purchased by a company called BuySellAds.

I recently interviewed Todd Garland, Digg’s new owner and CEO. We discussed its current editorial operations, its monetization strategy, and his plans to restore Digg to its former glory.