That’s going to be the real question, which is, How will it distinguish itself now as an arts and entertainment niche site, in a town that already has a fair amount of people focused on that particular niche? I don’t know. I think it’s going to be hard. It sure feels like to me this is the beginning—or maybe midway through—a slow, painful death. Even as an entertainment niche site, it doesn’t look like what we drew up on the blackboard a year ago. But I hope I’m wrong. I certainly wish everyone there the best, because those are all people I know and played a part in hiring. I just think that the problem with going entertainment-niche is, now you’re doing something that a lot of other people are doing, and you don’t have a lot that distinguishes you. In the web world, your strategy has to be focused on doing things other people are not doing—rather than trying to do something that people are already doing, better.

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Lauren Kirchner is a freelance writer covering digital security for CJR. Find her on Twitter at @lkirchner