Thursday, June 18, 2026

Getting Wired

Late in 1995, I was invited over to the headquarters of Wired magazine by one of the editors, John Battelle, who knew me from my years teaching at U-C Berkeley.

The magazine’s office had cubicles, computers, rock ‘n roll playing in the background and a few dogs lounging around.

But the real attraction lay on the other side of a common kitchen area where HotWired, the online side of Wired magazine, was located.

It was a striking scene. Row after row of 20-somethings sat working on laptops perched on doors balanced over sawhorses, with the Chili Peppers blasting and a whiff of marijuana in the air. A couple of my former interns stood up to greet me and showed how they were designing content for a wide range of websites.

Right after I left the office, I called home to say, “I’ve just found the next place I want to work.”

Several weeks later, HotWired offered me a job as producer of what would be the web’s first daily political news site, called The Netizen.

Although the starting salary was barely half what I’d previously been making, and I did have the needs of a new family at home to consider, I accepted the offer without hesitation and said I could start the next day.

On day one, I was introduced to a small staff of producers and designers with hardly any journalism experience. But they were smart, highly motivated and ready to invent something.

I quickly hired two of the brightest young journalists (and former students) I knew from Berkeley and set out to work with the developer team -- the head engineer was a former colleague from Mother Jones, and we set a crash course to build The Netizen.

We launched the website in something like 28 days.

It was a presidential election year, so we hired three experienced political writers as our correspondents and they fanned out across the campaign trail to cover the re-election effort of incumbent Bill Clinton and his Republican challengers, including the eventual nominee, Bob Dole.

I had been assured complete editorial independence for the operation, and it quickly attracted a large audience among the early adopters then flocking to the web. Day after day we published smart, snarky takes from all sides of the political spectrum with a decidedly libertarian streak, in accordance with the dominant philosophy of Silicon Valley.

For me it was exciting -- my young staffers were quickly developing editorial skills, and we were able collectively to generate controversy almost without trying.

Email was still a new phenomenon, and the feedback from readers that poured in upon publication included some that were outright abusive, often misogynistic, which disturbed me and was a harbinger of things to come.

Thinking back with the benefit of hindsight, I had an early glimpse of how hate, lies and conspiracies might flourish in this new environment, but I didn’t know what to do about that at the time.

Free speech was free speech, I told myself somewhat naively. And outside of the negative stuff, I liked the chaotic two-way communication cacophony of the web. It was a free-for-all.

Our readers blasted off at our writers in ways traditional journalism never had experienced. Those of us from legacy media were used to being the last word on a topic. In this new media, as I told a Poynter symposium, we were only the first word. It was a conversation, not a broadcast.

Everyone on staff handled it in relatively good spirits as The Netizen quickly rocketed into position as one of the leading news sites on the web.

If I was the pilot, it felt like I was guiding a ship far out into space, destination unknown.

(To be continued.)

HEADLINES:

 

No comments: