Great insight. I’ve not frequented any SBNstion sites for some time, but was fairly active for years. It *seems* anecdotally that SBNation has declined substantially in recent years.
Seemed like they put a premium on creating certain kinds of content and the fan engagement was less incentivized.
Has anything changed over the last 5-7 years? Is my read accurate or off?
I think your read is good, but just missing the proper context.
SB Nation first started showing major cracks during COVID when they let go of some really big names like Caroline Darney, Matt Brown, Spencer Hall, and others. For a lot of us blogs that had been enjoying a vibrant community with awesome leadership, that was a major red flag. Since then, SB Nation has largely felt like a ghost ship, and we're just floating along doing our thing.
They've also shut down a number of the lower-performing college sites in the last few years. Just in the Big 12, Texas Tech, Oklahoma State, Baylor, Cincinnati, and Utah have all lost their sites, and there are lots of others around the country that have gone by the wayside. WRNL has always done pretty well engagement-wise, but it's not fun having to work under the cloud of your parent company feeling like it's on life support, even if the suits in New York say everything is fine and dandy.
SB Nation also changed the look and layout of the sites in that time frame, which is really decreased functionality. The newer comment sections are inferior to the old ones, FanPosts are difficult to find and basically invisible on mobile devices, and FanShots are completely gone. They deoptimized fan engagement in order to create more ad space.
Media trends have also changed dramatically in that time span. Written content is no longer the most popular way to consume information, and even audio-only podcasts have ceded a tremendous amount of market share to video content. We've done the best we can to try to evolve with the times, but unfortunately, SB Nation/Vox is still dead-set on only really supporting written content and driving engagement through article comments alone. The world is changing around them and they have mostly refused to adapt.
We get absolutely zero support for any content we do off the site. Any podcasts or video content we produce is done on our own (mostly unpaid) time and completely out of our own pockets. Worse yet, SB Nation doesn't give me anywhere near enough of a budget to properly pay contributors for helping, so I can't in good conscience really motivate them to write stuff if they're not actively looking to do so. I can afford to pay a small monthly stipend to a couple of contributors that help out with social media, pods, videos, etc., but that's it. I have personally paid out of pocket for probably 80% of the video and recording equipment we have available.
We first created our Discord server a few years ago to attempt to change with the times and find a way to keep and preserve our community, and it has largely been a resounding success. Obviously, I can't blame anyone for not wanting to sign up for yet another account on another social media website, but those that did make the jump have created vibrant, active chat rooms that feel every bit as alive and engaging as any of the old comment sections. I would argue that it feels more like a "community" than any of our old comment sections did since people are able to have more natural conversations with each other.
We're doing our best to meet the needs of the modern media landscape while getting absolutely zero support from the mothership. Oh, and they're changing the layout of the site again in about a month, and are also switching back to the Content Management System they used before I got to WRNL in 2017 because their in-house one was so unreliable.