More content evolution
The very idea of a little digital boutique flies in the face of all manner of conventional wisdom, chief of which is that scale is all that matters in an era of commoditized advertising sales. The Awl is attempting to tunnel under those efforts by building a low-cost site that delivers a certain kind of content for a certain kind of audience. And the owners don’t have to get rich — The Awl has no investors — they just have to eat.
“I’m surprised that there aren’t a lot of independent, owner-operated editorial Web sites out there,” Mr. Sicha said. “We will be two years old in April, and we are self-sufficient and stable. That’s pretty fast.”