ATTN: Is Latest Digital Content Company to ‘Pivot’ to Video

L.A.-based startup's writing and editing staff has been disbanded

A quick look at the ATTN: home page and Twitter feed shows that short-form video is front and center. Late this week, that focus was solidified by means of an increasingly familiar operational move known colloquially as the “pivot” to video.

Fishbowl has confirmed that half of the ATTN: editorial staff was abruptly let go Thursday. The remaining mix of writers and editors is being shifted to video production.

Though the number of people affected is smaller than those at other recent video-shift companies like MTV News and Vocativ, it’s not the size that matters. It’s the fact that yet another content company has cast its vote in favor of the most easily consumable form of smartphone, palm-held content.

At press time, ATTN:–founded in 2014 by Matthew Segal and Jarrett Moreno–has more than two dozen job openings listed. There is also a nascent push into branded content. In 2015, Sarah Gray was hired away from Salon in New York to head up ATTN:’s editorial efforts on the West Coast. She was also responsible for the site’s podcast content.

The most recent episode of Got Your Attention, a cleverly conceived flip of the story pitch meeting, is embedded below.