What a challenging couple of weeks it has been for the press. Reports of layoffs and closures seem to be a daily occurrence. A recent incident involving AI-generated content led Sports Illustrated to dismiss nearly all of its staff. The demise of another once-prominent publication offers a glimpse into what may lie ahead for the struggling magazine, although its future remains uncertain.
The Hairpin, a former independent children’s website, and its companion blog, The Awl, ceased publication in 2018. The Hairpin has now been rebranded as Frankenstein, featuring a mix of randomly generated AI content designed to attract search engine traffic. Headlines like “What Does It Mean When You Remember Your Dreams?” exemplify this approach. The site’s original authors have been replaced by fictitious male names, and some of the original articles have undergone peculiar formatting changes. For instance, a piece by writer Kelly Conaboy about famous teeth is now attributed to “James Nolen,” a seemingly nonexistent individual.
Any media outlet could face a similar fate, but The Hairpin’s situation is particularly disheartening. Known for its unique and experimental approach, the website prioritized creativity and community over chasing a large audience or trending topics. It served as a platform for emerging talents like Jazmine Hughes, Lisa Hanawalt, and Jia Tolentino, fostering a space for originality rather than focusing solely on profits.
The current owner of The Hairpin, Neboja Vujinović, a Bosnian DJ, acknowledges that a significant portion of the site’s content is now AI-generated. With a portfolio of over 2,000 websites, Vujinović emphasizes the importance of strong keywords for search engine ranking. While he plans to restore past articles to the site, his primary goal is to generate more algorithm-driven content.
The neglect of domain ownership allowed Vujo to acquire The Hairpin. One of the previous owners, Choire Sicha, now a columnist for a New York newspaper, admits to mishandling the site’s transition. The lack of proper succession planning is a common issue in independent media businesses facing closure.
As the trend of AI-generated content grows, concerns about the future of online properties and content preservation arise. The shift towards automated content creation poses challenges for writers and freelancers who rely on archives for their work. The need for proactive estate planning in the digital realm becomes increasingly apparent.
The fate of The Hairpin reflects a broader trend in the digital landscape, where automated content farms are on the rise. Despite the nostalgia for traditional media filters, the prevalence of AI-generated content is reshaping the online ecosystem.
While the transformation of The Hairpin may be unsettling, it serves as a cautionary tale for the evolving media landscape. As AI technologies continue to advance, the balance between human creativity and automated content generation remains a critical issue for the future of journalism and online platforms.
