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Deadspin’s New Owners Are Embracing Betting Content—but Not AI
The future of once-beloved sports blog Deadspin has been murky since it was acquired by an unknown company called Lineup Publishing in March. The new ownership shared its plans with WIRED.
404 Media’s Jason Koebler unearthed interviews in which Noremo discussed how to make money with SEO and affiliate marketing by obtaining domain names with a strong reputation, and suggested that the new Deadspin would function as a gambling referral site. Belfiore ultimately outbid Noremo, as part of a rival bidding group composed of young Santa Barbara natives, so the world never got to see the Swedish salty sea dog’s version of the Santa-Barbara News Press. Deadspin is also paying a company called Field Level Media, a third-party “sports content provider” with clients ranging from Reuters to the Epoch Times, which offers a mix of syndicated AP-style wire reporting and custom articles.
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