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What Was Quartz?
2012–2025
Jim and his private-equity-backed digital-media conglomerate G/O Media had already destroyed several of their properties, some all at once ( Deadspin), most of the others by sapping resources, antagonizing their staff, and undermining the editorial visions that once made them great ( Jezebel, The Root). We launched Quartz in 2012 with prestigious editorial hires, a slick new website, bold pronouncements about the future of media, and a splashy profile in The New York Times in which we likened ourselves to a "pirate ship attacking the Royal Navy." Quartz had attracted takeover interest over the years from major media companies like IAC and The New York Times and even, to our astonishment, the luxury fashion house LVMH.
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