The leadership was excited about elevating underrepresented communities, but employees said that Mic had become a content factory. The site had “no plan” for a Trump win on election night, multiple former employees told me, and improvised by pulling queer people and people of color out of the newsroom, putting them in front of a camera, and having them talk about how they felt. In another instance, a former staffer told me about how Horowitz, who served as editor in chief of the site until mid-2015 and is now editor at large, once interrupted a reporter pitching a video about a woman building rooftop gardens in New Orleans: “‘But, is she black? Is she black?’” the former staffer recalled Horowitz asking, “as if the story would be less impactful had the woman doing the work been white or Hispanic or Martian.” When the site was pushing into original comedy, Altchek told multiple staffers that he wanted to make “the next Chappelle Show, except it’s hosted by a trans woman of color.” Multiple former employees brought up the time Altchek introduced a video about the feminist #FreeTheNipple movement at a large staff gathering with a joke implying that the video still would have been excellent even if it hadn’t included boobs: “Titties aside,” he said, it was a great piece.
The company had a way larger problem than simply its monetization efforts: a management team that was fundamentally out of sync with the culture that was burgeoning at their own company.