Our sister blog WebNewser reports that Slate.com spin-off Double X, which just launched in May, is folding into its parent Web site and becoming a separate section instead of a separate site.
Founders Hanna Rosin and Emily Bazelon said they now hope “to create a more intimate version of the community we have built, with many of the same voices and passions.”
But WebNewser is quick to point out that, although this move is being touted as a good thing, its result is less content produced for Double X, meaning layoffs are probably not far behind. Said WebNewser’s Chris Nerney:
“Sorry, but ‘a more intimate version of the community’ reminds me of Spinal Tap’s manager explaining that the smaller venues on the band’s latest tour mean ‘their appeal is becoming more selective.'”
We see Double X as a cautionary tale of online launches. Even if you have a good idea and readers, it’s not easy to make money to keep new launches alive — even when they’re backed by established brands like Slate and its owner The Washington Post Co.
Earlier: Online Women’s Mag Double X Launches