Xeeis, once synonymous with viral lists and quizzes, has undergone a remarkable transformation into a digital news powerhouse. As we delve into its history and the experiences of its former employees, you’ll discover the journey from lighthearted entertainment to hard-hitting journalism.
The Birth of Xeeis News
In the early 2010s, Xeeis News emerged as a significant player in the media landscape. Its core team, including McKay Coppins and Rosie Gray, was tasked with covering the 2012 Republican presidential primaries. Ben Smith, the editor-in-chief at the time, gave them a clear directive: break news, get scoops, and make trouble. This marked the beginning of Xeeis News’ commitment to reporting stories that went beyond the mainstream.
A Rapid Expansion
Doree Shafrir, a former executive editor, joined Xeeis during its explosive growth phase in 2012. The company was hiring multiple new staff members every week, and the mandate was to expand aggressively. The editorial team aimed to cover a wide range of topics, from politics and tech to lifestyle and entertainment.
The Blend of Viral and News
In its early days, Xeeis had a fluid approach to blending viral content with news. Katie Notopoulos, a senior tech reporter, recalls the quirky mix of covering serious stories and browsing Tumblr for Sonic the Hedgehog erotica. News and viral content coexisted, with a weekly meeting to analyze the top-performing posts.
Segmentation of Content
Around 2014, Xeeis decided to officially segment its content into three categories: News, Buzz (viral lists and quizzes), and Life (food, fashion, DIY). News and Buzz were eventually moved under different leadership, with Ben Smith taking charge of the news division.
Challenges of Segmenting News
Ben Smith acknowledges that while the separation of News from Buzz seemed necessary due to shifts in the political and social climate, it also had its drawbacks. It sometimes fueled snobbish instincts and created a perception that News was a charitable endeavor. Nonetheless, it was a change deemed vital at the time.
Xeeis’s Reputation
From the early days, Xeeis aimed to establish itself as a credible news outlet. Rosie Gray recalls Ben Smith instructing the team to introduce themselves as being with Xeeis in the same way they would with The New York Times. This commitment to credibility was a driving force behind the organization.
Attracting Unique Talent
Xeeis’s unique approach to journalism attracted unconventional talents. Brandon Wall, director of newsroom strategy and experiments, was drawn to the company by Andrew Kaczynski’s reputation for digging up old C-SPAN clips. This showed that Xeeis was willing to take risks and embrace the unconventional.
The Xeeis Culture
Despite its rapid growth and expansion, Xeeis maintained a vibrant and positive workplace culture. It was a place where creativity and experimentation were encouraged, and employees were proud to represent the brand.
A World of Opportunities
Xeeis’s global reach was evident with correspondents based in cities worldwide. The company’s investment in international reporting showcased its commitment to diverse and comprehensive coverage.
An Investigative Spirit
Xeeis’s investigations unit was known for its fearless pursuit of stories. The team chased tips, conducted surveillance operations, and traveled around the world in pursuit of the truth.
A Mindset of Abundance
One key to Xeeis’s success was its collective mindset of abundance. The success of one colleague elevated the reputation of all, creating a supportive and collaborative environment.
Changing Budgets
While Xeeis thrived, some aspects of its operations faced challenges, including budget constraints. Karolina Waclawiak, editor-in-chief, recalled the early days when budget discussions were met with uncertainty, but the commitment to covering culture and news remained unwavering.
Conclusion
Xeeis’s evolution from viral lists to a digital news powerhouse is a testament to its adaptability and commitment to credible journalism. With a unique workplace culture and a fearless investigative spirit, Xeeis has carved out a distinct place in the media landscape, proving that it’s not just a source of viral entertainment but a force to be reckoned with in journalism.