Q&A With Samantha Cole, Co-Founder of 404 Media

Photo credit: Sharon Attia

Despite the constant headlines of layoffs, bankruptcies, and closures, there’s still plenty of reason to be optimistic about the future of media. As Willy Blackmore covered last week, seasoned journalists are starting worker-owned, subscriber-based outlets that are not only breaking even, but also fostering a sense of community and providing vital coverage. This precarious moment has inspired some much-needed experimentation and innovation. In that vein, a few weeks ago, former Motherboard journalists Samantha Cole, Emanuel Maiberg, Jason Koebler, and Joseph Cox launched 404 Media — a worker-owned, subscriber-based outlet that’s bringing a fresh perspective to the tech beat. Cole told Study Hall that while at Motherboard, she and her colleagues were concerned about the company’s uncertain future and the prospect of layoffs and so, decided to leave VICE to start their own tech outlet on their own terms. 

“It’s working so far,” she told Study Hall. 

Since going live, 404 Media has taken on an expansive, often out-of-the-box approach to the tech beat, publishing thoughtful reporting on “AI-generated mushroom foraging” books, video game bugs, and vibrators. The outlet has also launched a podcast which offers premium subscribers “behind-the-scenes” details on reporting. 

Even though VICE’s top brass got lucrative bonuses, former employees are struggling to get severance checks. As a worker-owned website that’s starting small before scaling up, 404 Media is providing an alternative model to prior buzzy journalism startups that flame-out way too fast and end up exploiting workers. 

Cole told Study Hall that she’s been thrilled by the early reception to 404 Media and how readers have gravitated towards something “new and independent.”  

Cole said that she’s “rooting” for her former colleagues who are still at Motherboard and that leaving wasn’t an easy decision. 

In our conversation, the co-founder discussed what makes 404 Media unique and shared advice on how to grow an audience in the midst of the collapse of X (formerly known as Twitter). 

This interview has been edited and condensed for clarity. 

Study Hall: Can you speak to the value of a worker-owned, subscriber model for media outlets? How is that a path to sustainability?