The evolution of satire in a digital age: A conversation with The Onion’s CEO
In an era where traditional media is grappling with the challenges of digital transformation, The Onion stands out as a beacon of innovative satire. Under the leadership of Ben Collins, a former NBC News reporter, the publication has not only survived but thrived, reaching new comedic heights and expanding its cultural footprint. Collins’ vision for The Onion emphasizes the importance of authentic humor while navigating the complexities of modern media.
Revitalizing a cultural icon
When Collins and Twilio founder Jeff Lawson acquired The Onion, they inherited a publication that was struggling to maintain relevance in a rapidly changing landscape. Collins recognized the need for a strategic overhaul. “We took this thing that was dying a slow internet heat death and turned it into a real newspaper and much bigger business,” he shared in a recent interview. By focusing on quality content and eliminating distractions, Collins has revitalized The Onion, allowing its unique voice to shine through.
Embracing print in a digital world
In a surprising move, Collins has reintroduced The Onion’s print edition, which had been discontinued in 2013. He argues that print can still offer a unique experience that resonates with audiences. “We can be super funny in print, and people like getting a nice thing in the mail,” he stated. This decision reflects a broader trend of blending traditional and digital media, allowing The Onion to reach diverse audiences while maintaining its satirical edge.
The role of satire in contemporary discourse
As The Onion navigates the complexities of modern satire, Collins emphasizes the importance of holding power accountable. “Good comedy, in my opinion, is dissecting power,” he asserts. In a time when political and social issues dominate headlines, The Onion’s fearless approach to satire serves as a critical commentary on contemporary society. By tackling thorny subjects with humor, the publication encourages readers to engage with difficult topics in a more approachable way.
Looking ahead: The future of satire
With plans to expand its reach and influence, Collins envisions a future where The Onion continues to innovate within the media landscape. “Where can we show up in ways that make it so people think that good things are technically possible?” he asks. This forward-thinking mindset positions The Onion as a model for other publications seeking to adapt and thrive in an ever-evolving industry.
As The Onion embraces its role as a cultural commentator, it remains committed to its core mission: to entertain while provoking thought. In a world that often feels divided, the publication’s unique blend of humor and insight offers a refreshing perspective, reminding us of the power of satire in shaping public discourse.
