- In the shadow of Silicon Valley, a renaissance of tech journalism has emerged since the late 2000s, spearheaded by visionary thinkers who dared to document the burgeoning startup culture blossoming across America.
- Storytelling—often relegated to the fringes—serves as the bedrock upon which innovation ecosystems are built, weaving local narratives that connect communities and inspire newcomers, yet remains the least explored aspect in this developmental tapestry.
- As the digital landscape grows more crowded, dedicated local tech media outlets are grappling with survival, while a clarion call rings louder among innovation leaders striving for their region’s stories to echo beyond local confines.
A Reflection from the Frontlines of Tech Journalism
Rewind to 2008. A fledgling journalist, caught in the crossfires of skepticism, reported on tech and startups in cities like Philadelphia and Baltimore—places of promise, yet largely disregarded. Three like-minded friends and I, spurred by a shared vision, took the plunge, recognizing that no conventional newsroom would welcome our ambitious foray. The world was rapidly primed for a startup culture that transcended the confines of California’s sapphire coasts.
Only a year before, the launch of AllThingsD by Wall Street Journal luminaries signaled a seismic shift toward rigorous journalism in tech, following on the heels of TechCrunch’s inception in 2005. It was an undeniable era of digital transformation; innovation surged forth wherever bright minds gathered.
Thus began a collective sprint among journalists and tech aficionados. From the late 2000s through the early 2010s, a multitude of individuals armed themselves with spreadsheets, maps, and social media to illuminate the nascent startup communities. The outcome? The genesis of platforms, blogs, and newsletters—including the advent of Technical.ly.
Yet, many of these endeavors flickered briefly before fading, mirroring the trials plaguing the local news landscape. The increasing reliance on technology within economic frameworks kindled new investments in workforce and entrepreneurial programs by civic leaders. Yet, with local newsrooms in decline, opportunities to relay these transformative investments dwindled, leaving gaps in the storytelling fabric.
At the crux of what I term the “Innovation Ecosystem Stack” lies storytelling—a niche yet paramount component awaiting greater recognition and cultivation. Herein lies the vision I harbor for Technical.ly’s evolution: to become an anchor in diverse communities (do reach out if this intrigues you!).
Fast forward to 2019. Technical.ly unearthed insights into local entrepreneurship communities for the esteemed Kauffman Foundation in Kansas City, carving a unique niche as one of the few publications disseminating knowledge across multiple regions. A half-decade later—post-pandemic reload—I find myself revisiting that foundational report, eager to share the nuances I’ve observed.
The Storytelling Inquiry: Is It A Want or A Need?
The tumult of the pandemic catalyzed unexpected growth in entrepreneurship, shedding light on the pressing need for digital accessibility and a robust STEM workforce. Today, every state boasts at least one focal point for startups or tech, or often both. But with growth inevitably comes intricacy.
In the genesis of a community, a handful of pivotal connectors can distribute information seamlessly. Yet as the tech scene proliferates, the burden of information-sharing cannot rest solely on the shoulders of a few. This metamorphosis, indicative of thriving ecosystems, does not equate to disarray—far from it.
However, a striking reality persists—of all the regions engaged in entrepreneurship, only a scant few dozen dedicated publications focus on local tech and startup discourse. The vast majority anchor themselves in solitary markets, specializing only in startups. A notable exception is BostInno, which, since its inception in 2008 and subsequent acquisition in 2012, has expanded its tech narrative across various markets, albeit shrouded often by paywalls.
Amidst all this, a select few publishers, such as Technical.ly, weave invaluable information-sharing with penetrating reporting of the unvarnished truths.
In the soaring tech realms of Silicon Valley and New York City, a deluge of national coverage drowns out local voices, even as they maintain their own resources—San Jose Mercury’s SiliconValley.com and AlleyWatch present effective local narratives. Chicago has its Crain’s, while publications like GeekWire and dot.LA emerge as robust voices for their environments.
Moreover, smaller hubs employ storytelling to knit local ecosystems tighter: as Technical.ly burst onto the scene, efforts like Silicon Prairie News found success in the Midwest, later entrusted to the Nebraska Journalism Trust, continuing to thrive. The Research Triangle’s local NBC affiliate has issued its TechWire since 2002.
Today, many of these outlets remain independent, distancing themselves from the entities driving startup programming. This stands in contrast to initiatives like Startland News in Kansas City and Refresh Miami that fuse journalism with direct entrepreneurial support.
Others, intriguingly, operate devoid of journalists altogether, often sidestepping contentious tales—perils faced by ventures more complex, like struggling startups or divisive political narratives.
No matter their origins or frameworks, these myriad publications strive to foster a vibrant local innovation culture, ushering new entrants into the ecosystem. Some, like Technical.ly, dare to delve deeper—unearthing unsettling truths alongside fostering vibrant storytelling.
Crafting Local Narratives: The Paradox of Vision and Sustainability
While the bulk of local efforts zone in on internal narratives, countless civic stakeholders yearn for their innovation tales to resonate far beyond their immediate locales. Yet, crafting such narratives often poses a daunting challenge for those tethered to single-market publications. All the same, occasionally, stellar stories burst forth.
Recent surveys reveal that nearly one-third of Technical.ly’s audience explores regions beyond their own, garnering connections far and wide. However, with storytelling assets in short supply, local business leaders often amalgamate diverse strategies under a singular “storytelling” classification, morphing into eye-catching websites adorned with charming slogans and glossy visuals.
Yet few acknowledge the Herculean effort required to maintain a media enterprise amidst this sea of challenge.
The mysterious alchemy of digital tools might render the commencement of an online publication nearly costless, yet the saturated environment escalates the expenses linked to audience engagement. an astonishingly low fraction of regions—under 15%—boast dedicated news outlets amid the 150 regions jockeying for entrepreneur and tech involvement.
Cautionary tales lurk in the shadows of failed efforts. After its 2018 ownership change, Tech.co metamorphosed from a grassroots initiative into a generalized national tech review, while disruptive times like the pandemic spelled doom for multiple endeavors. Notable publications—Xconomy, Clay&Milk, and Mug.news—all but disappeared from the media landscape amidst the tumult, despite once wielding potent influence. The chasm of abandonment stands daunting; many initiatives never see the light of day or garner the reach they aspire to.
As we mark the fifteenth anniversary of Technical.ly, the imperative of this journalistic tentacle has only amplified. Yet, the emblematic examples of successful execution remain few and far between.
