The Onion
A satirical news website that publishes humorous articles and parodies of current events.
Why It Works
The brand has successfully adapted over the years, including a recent revival of its print magazine, which taps into nostalgia and the unique charm of physical media.
Revenue & Traction
Expecting $6 million in revenue from the print magazine within a year, up from less than $2 million previously.
Founding Story
Founded in 1988 as a newsletter at the University of Wisconsin, it has evolved through various ownerships and formats.
Business Playbook
Innovation by reviving print media in a digital age and leveraging a loyal subscriber base.
Why this works now
Most satirical news websites overlook the appeal of print media. The Onion's revival of its print magazine taps into nostalgia, directly appealing to consumers who seek tangible experiences. To monetize this, the company could leverage Kickstarter to gauge interest and secure pre-orders, ensuring initial funding and audience engagement. The business faces a risk in maintaining relevance as digital media continues to evolve rapidly, requiring constant adaptation to shifting consumer preferences and content consumption habits.
Additional Information
The print magazine gained 53,000 paying subscribers within a year.
Source
Podcast: My First Million
Episode: Giving founders brutally honest feedback
Creation Date: September 3, 2025
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