That’s all I can say to that. It wasn’t either one of us selling the other on this.”Below, Ley expands on how Defector was formed, how it will be different to Deadspin, and what it will take to succeed.That’s definitely something we took into account, people who’ve been successful at Substack and other places as some evidence that this could work. Defector, the site launched Tuesday by 18 former Deadspin staffers, reported 10,000 subscriptions in its first day. The end result, announced today, is Defector —a subscription-based, worker-owned website set to launch in September. “That all came about pretty organically. “ Over 10,000 people subscribed to http:// defector.com on Day One, but billions more have the opportunity to join on Day Two,” the official website account tweeted Wednesday. Much has changed in the media landscape since last November. I think we’re going to have to find that balance between cutting back on some of the pure news aggregation that people just get from Twitter and a million other websites, and also keeping up with that daily churn in a way that feels like the site is lively. It’s a 20 person media operation built on top of Pico, Stripe and Mailchimp. Defector Media will be staffed by 18 of the roughly 25 Deadspin writers and editors who quit en masse following a heated dispute with management about the direction of the website. I’m just trying to make sure our website succeeds. We’ll play that by ear as we go.We will do fine on that.
We didn’t want it to be so cheap that the maximum number of people we were ever going to get to subscribe would do so, and we still wouldn’t have enough money. We don’t want the site to just be four ponderous essays every day.

Just announced, Defector is a new sports-media company with a podcast starting August 13th and a website launching this fall headed up by former Deadspin features editor Tom Ley and featuring more than a dozen ex-Deadspin employees. We tried to split it down the middle as much as we could. DON’T pick right up where you left off.”Ley and other editorial staffers walked over an unpopular edict to “stick to sports,” issued by G/O Media CEO James Spanfeller’s They’re encouraged by the relative success individual writers have experienced at Substack, but Ley says Defector isn’t quite that; “there’s much more backend infrastructure [at Defector], and the goal that we’re shooting for is to sustain an entire staff,” Ley says. The business side is being led by Jasper Wang, a longtime Deadspin fan who emailed the former staffers after their exit and offered his input on whatever they decided to do next.“As time went on, we kept pinging him and leaning on him, and then it became clear that it’d be great to have him on board as our operations person,” Ley says. From Defector. Annual subscription prices will start at $69 for a basic “reader” — on up to $25,000 for subscribers the site refers to as “mysterious investor sicko lawyer.”By Tuesday, some fans of the old Deadspin reported they were having trouble subscribing, with one reader offering this advice on Twitter: “Let’s hope what you do now is more original and less smarmy than Deadspin. “ Over 10,000 people subscribed to http:// defector… We’ve got plenty of people to pull that off—this is roughly the size of the staff at our old job.There are differences that will happen just going from a traffic, ad-based revenue model to a subscription model, where you’re writing for a much smaller, more specific audience. We produced that in partnership with Stitcher, so that’s a satellite thing to the website. Thanks for contacting us. Everyone was still trying to scale up, and news aggregation was a huge part of a lot of blogging. “I think we may have gotten a couple of emails expressing interest [in the $25,000 plan],” Ley says.
We basically looked at what we thought we could reasonably get in terms of number of subscribers, and then what we would need to get from each subscriber per month on average in order to hopefully make comfortable enough salaries. There are places beyond Substack that were inspirational for us, too: The It wasn’t a hugely painful conversation to figure out. Jasper Wang, an ex-Bain & Co. staffer, will be handling the business side.Each staffer will own a 5 percent stake in the company, The first podcast will be available Aug. 13, in advance of the website’s launch in September.

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