The IndieWeb and Journalism

I’ve been officially participating in the IndieWeb movement for almost two years–though from a philosophical standpoint it’s much closer to twenty. While I can see lots of value in the IndieWeb for even the average person on the internet, I’ve always felt that there’s also a tremendous amount of specific value for journalists and web-based publishers.

I suspect that a lot of the value of the IndieWeb philosophy is that it encompasses how many people inherently wish the internet worked. As a result I’ve seen a growing number of people discovering the concept de novo either on their own or by borrowing bits and pieces from their friends and colleagues who are practicing parts of it as well. This harkens back to the early days of the web when bloggers incrementally improved their websites based on what they saw others doing and sharing ideas more directly and immediately with their audiences.

An(other) unwitting example in the wild

Recently I came across the personal website of journalist Marina Gerner which is one of the few, but growing number, I’ve come across that is unknowingly practicing some of the primary tenets of the IndieWeb movement that I suspect more journalists will eventually come to embrace to better reach and engage with their audiences.

Another brief example I’ll mention having seen recently that almost explicitly rewrote the IndieWeb philosophy verbatim was on the the website redesign launch of PressThink, the blog of Jay Rosen, a journalism professor at NYU. It’s a great read individually as is the majority of what Mr. Rosen writes.

Though I read many of the publications for which Ms. Gerner is writing and might see most of what she’s writing organically, having all of her work in one primary location is a spectacular convenience! I can quickly and easily subscribe to all her work by email or RSS. For a working journalist, this is a boon, because like musicians in the evolving music business a lot of the value that they bring to the table (and to the venues in which they play) is a result of their individual fan bases.

While her personal website probably doesn’t drive even a tiny fraction of exposure for her work as when it appears in The Economist or the Financial Times, for example, it does allow her fans to easily keep up with what she’s writing and thinking about. Ideally in the future, outlets will make links to writer’s bylines direct to the writer’s own website rather than to archive pages within their own publications (or perhaps both if necessary).

Journalistic Brand & the Sad Case of Leon Wieseltier: The Counter-example

Here I’m reminded of the seemingly sad case of Leon Wieseltier, the long time literary editor of The New Republic, who was ousted by its editor-in-chief and publisher Chris Hughes, a former Facebook executive. Wieseltier’s brand was almost all-too-wrapped up in The New Republic, where he had worked for decades, and when he was pushed out (ostensibly for the puerile desire to get more clicks and eyeballs), his output and influence seemingly disappeared overnight. Suddenly there just wasn’t as much of him to read. While he still has some output, as a fan who enjoyed reading his work, the problematic hurdles of finding his new work were the equivalent of using a cheese grater to file down one’s knee cap. I suspect that if he had his own website or even a semblance of a Twitter presence, he could easily have taken a huge portion of his fans and readership built up over decades along with him almost anywhere.

While there are some major brand names in journalism (examples like James Fallows, Walt Mossberg, or Steven Levy spring to mind), who are either so wrapped up in their outlet’s identities or who can leave major outlets and take massive readerships with them, this isn’t the case for the majority of writers in the game. Slowly building one’s own personal journalistic brand isn’t easy, but having a central repository that also doubles as additional distribution can certainly be beneficial. It can also be an even bigger help when one decides to move from one outlet to another, bridge the gap between outlets, or even strike out entirely on one’s own.


From a work/business perspective, Ms. Gerner’s site naturally acts as a portfolio of her work for perspective editors or outlets who may want to see samples of what she’s written.

Sadly, however, she doesn’t seem to be utilizing the WordPress category or tag functions which she could use to help delineate her work by broad categories or tags to help find specific types of her writing. She appears to have a “featured” category/tag for some of her bigger pieces to appear at the top of her front page, but I can see the benefit of having a “portfolio” or similar tag to give to prospective outlets to encourage them to read her “best of” work. This would also be helpful to new readers and future fans of her work.

Categories/tags could also be beneficial to readers who may want to follow only her book reviews and not her economics related work, or vice-versa. With a bit of massaging, she could easily have an economics-only RSS feed for those who wanted such a thing. I spent a bit of time in December writing about how I customized my own RSS feeds and helping to make them more discoverable.

An IndieWeb mini-case study of Ms. Gerner’s website

Because it might take some a bit of time to delve into and uncover a lot of the spectacular and inherent value in the the massive and growing wiki behind, I thought I’d take a minute or two to point out some of the subtle IndieWeb-esque things that Ms. Gerner’s site does well and point out a few places she (or others) could quickly and easily add a lot of additional value.

IndieWeb-forward things that she is doing

She has her own domain name.

If you’re looking for all things Marina Gerner on the web, where better to start than

She owns her own data.

Technically, it looks like her site is hosted on, so they own, backup, and maintain it for her, but there is a very robust export path, so she can easily export it, back it up, or move it if she chooses.

She’s posting her own content on her own site.

I’m not sure if she’s posting on her site first using the concept of Post on your Own Site, Syndicate Elsewhere (POSSE), but even if she’s posting it secondarily (known as PESOS), she’s still managing to capture it on her site and thereby own a full copy of her output. If any of the publications for which she’s published should go out of business or disappear from the internet, she will still own a copy of her work. (See and compare also the commentary at Anywhere but Medium.)

Syndication Links

She’s even got a syndication link (or attribution) at the bottom of each article to indicate alternate locations where the content lives on the internet. Since she’s not using Webmentions to back-port the resulting commentary (see below for more), this is highly useful for finding/reading the potential ensuing commentary on her posts or interacting with it in the communities in which it was originally intended.

Missing IndieWeb pieces that could provide additional value

Syndication Links to Social Media

There are no syndication links to where her content may be living on Twitter, Facebook, LinkedIn, or other social media spaces to give an idea of the conversations that are taking place around her work. In addition to the value that these conversations add to her work, they also give an idea of the breadth of the reach of her work, which could be useful not only to her, but to future outlets/employers.

Webmention and back-feed from

She’s clearly not using Webmention (now a W3C Recommendation) or services like which would allow her to have the comments and conversation about her articles from other sites or social media silos come back to live with the original articles on her own site. Given the quality of what she’s writing, I’m sure there are some interesting threads of thought stemming from her work which she’s not capturing back on her own site, but certainly could. As it stands, it’s highly unlikely (and perhaps nearly impossible) that I would go trolling around the thousands or hundreds of thousands of links to try to uncover even a fraction of it myself, but it wouldn’t take much for her to be able to capture all that data and make it easy to consume.

Webmention is a simple protocol that allows one website to indicate to another that it has been mentioned elsewhere on the web–it’s akin to Twitter @mentions, but is something that works internet-wide and not just within Twitter. is a service that bootstraps services like Facebook, Twitter, Instagram, Google+, and Flickr via API to make them support webmention until they choose to implement it directly themselves.

Given the schedules of many journalists, they may not always have time to pay attention to the commentary on past articles, but if she were aggregating them back to her own site, she could occasionally check back in on them and interact as necessary or appropriate. Even better she could do this herself without necessarily needing to spend the additional time and energy to go to multiple other social websites to do so. I suspect that a lot of the value that journalists get out of Twitter could be better had by aggregating some of it within their own websites instead.

As an example, the reader will note that I also have syndication links (by means of icons) at the bottom of this post, but I’ve enabled Webmentions and have most of the replies and commentary from these social silos coming back to this original post to aggregate as much of the conversation back to this original post. In the event that any of these social media sites are acquired or go out of business for any reason, all of this commentary will be archived here on the site. As an experiment, if you’d like, click on the Twitter icon at the bottom of this post and reply to that post on Twitter, your reply will be sent to me via webmention through and I can choose to display it as a comment under this post.

Owning her replies to others

Naturally if she does interact with her pieces via other social channels (Twitter, for example), she could post those replies on her own site and automatically syndicate them to Twitter. This would also allow her to own all of that subsidiary content and conversation as well.

Search and SEO

Once she owns all of her own writing and subsidiary data, her platform of choice (WordPress along with many others) also provides her with some good internal search tools (for both public-facing and private posts), so that her online hub becomes an online commonplace book of sorts for not only searching her past work, but potentially for creating future work. Naturally this search also extends to the broader web as her online presence gives her some reasonable search engine optimization for making it more discoverable to future fans/followers.

And much more…

Naturally the IndieWeb encompasses far more than what I’ve written above, but for journalists, some of these highlighted pieces are likely the most immediately valuable.

I’ll refer those interested in learning more to browse the wiki available at IndieWeb or join the incredibly helpful community of developers who are almost always in the online chatroom which is accessible via multiple methods (online chat, Slack, IRC, etc.) Major portions of the IndieWeb have become easily attainable to the average person, particularly on ubiquitous platforms like WordPress which have simple configurable plugins to add a lot of this simple functionality quickly and easily.

Another IndieWeb Journalism Example

While I was writing this piece, I heard Mathew Ingram, who currently writes for Fortune, say on This Week in Google that he’s been posting his work to his own website for several years and “syndicating” copies to his employers’ sites. This means he’s got a great archive of all of his own work, though I suspect, based on his website, that much of is posted privately, which is also an option, though it doesn’t help me much as a fan.


I’d love to hear thoughts, comments, or questions journalists have about any of the above. Are there other online tools or features journalists would like to see on their own websites for improved workflow?

Please post them below, on your own website along with a permalink back to the original article (see “Ping Me” below), via webmention, or even by responding/replying on/to one of the social media silos listed just below in the syndication links, or natively on the social platform on which you’re currently reading.

Published by

Chris Aldrich

I'm a biomedical and electrical engineer with interests in information theory, complexity, evolution, genetics, signal processing, IndieWeb, theoretical mathematics, and big history. I'm also a talent manager-producer-publisher in the entertainment industry with expertise in representation, distribution, finance, production, content delivery, and new media.

19 thoughts on “The IndieWeb and Journalism”

  1. Super piece explaining how Marina Gerner, a journalist, is doing the indieweb thing without knowingly doing the indieweb thing, rather like the man who discovered he’d been talking prose all his life. Prompts me to have another go at bringing all my disparate stuff into one place, but to do that I need a lot more control of my installation of Known, or some other platform.

    Another funny thing. The actual posts on Marina Gerner’s sites — some of which I definitely want to read — are hidden from the Instagram bookmarklet. They work perfectly fine if I manually add the URI, but not from the bookmarklet.

  2. Tim Harford is an economist, the FT\’s Undercover Economist, and I really enjoy what he does, wherever he does it. The FT, Books, his BBC radio show More or Less and also guest appearances on other podcasts. Aside from subscribing to More or Less, though, I don\’t actually stalk him to see what he\’s up to. So it was a pleasant surprise to find Tim\’s article The Problem With Facts drip out of the firehose I try to sip from. It\’s a fine article, about how Big Tobacco provided the canonical example of the field now known as agnotology. 1

    When I got to the end, I saw that the piece had originally appeared in the FT magazine and that Tim had placed it on his own website about a week after it was in the FT, which is great for me because I seldom see the FT. Weirdly, comments on the article on Tim\’s site were closed, while on the FT there was a slew (333 at the last count) of mostly healthy comments including a discussion of what the article actually said. No further contribution from the author, but that\’s perfectly OK.
    One of the comments, from \”Dave\”, said:

    Bravo. Wonderful. This article cuts to the heart of our era.
    This important article should be made available to non-subscribers via social media.

    I just replied to that, pointing out that the article was indeed available to non-subscribers on the author\’s own website.
    And that reminded me of a fabulous article by my friend Chris Aldrich, on The IndieWeb and Journalism. Chris was writing about how another journalist, Marina Werner, was unwittingly espousing some of the principles of the indieweb in her personal website.
    There\’s little point in my rehashing the points Chris made, of how Marina Werner\’s site is doing so much and could, with a little work, do so much more to own her content, easily syndicate it more widely, and promote sane discussion of her work and ideas. Tim Harford, whose site, like Marina Werner\’s, is built on WordPress, could do a lot worse than consider some of Chris Aldrich\’s advice.
    What with the rise of Mastodon and many other expressions of dissatisfaction with the way we have all become sharecroppers in the shadow of the big internet silos, many people beyond just journalists must be thinking about how to make more of their online presence. Indieweb needs to become easier, that\’s for sure; pressure from people who want it will help that along.

    I feel sure that it ought to be agnostology, but maybe not. 

                        <a href=\"\" rel=\"nofollow\">General</a>
                        <a href=\"\" rel=\"nofollow\">Indieweb</a>

  3. Jeremy, thanks for another great example in the wild of another journalist doing this type of workflow.
    I know you read the article “What Web Page Structure Reveals on News Quality” the other day, as did I. From that I also found and read The Platform Press: How Silicon Valley reengineered journalism which talks about the platform problem that news producers are having. I’m hoping that new structures like those in the indieweb will help to remedy some of their problem over time. It’s not just people who need to take agency over their own online presences, but news organizations and content producers as well.

  4. Yuk says:

    This is awesome, I’m thinking of an aggregator for such indie websites.

  5. Lucky Peach was a great magazine about food; informative, witty, intelligent and eminently readable when most of the competition was nothing of the sort. But when it died, under slightly mysterious circumstances earlier this year, I didn’t think too much about the consequences. I’d never actually been in a position to buy a paper copy, alas, but I very much enjoyed reading it online, which was generally a treat of both words and pictures. 1 And so I thought, well, that’s OK. It’ll live forever, digitally.

    But it hasn’t. Not really. The original web address gives a 503 error. That means the server, where the content lives, is unavailable. Usually when you get an error like that, you try again a few minutes later and you find what you’re looking for. Not so for Lucky Peach.2 It’s solid gone, man.
    That worries me.
    I needed things I read there for the next piece I’m writing, and as the site is dead, where am I going to find the information? On the authors’ websites, obviously. But that’s a dead end too. Only one of the five authors whose articles I want has a website that I could find, and — wouldn’t you know it? — although she links to her story in Lucky Peach, the link is dead. Dead. Gone. Rotted away.3
    I accept that journalists may have reasons for not hoarding their every word. With luck they’ve been paid, and with more luck they’ll almost certainly recycle many of those same words into a slightly different package that may stand a better chance of survival. They may even be worried about publishing themselves something that they were paid by the copyright holder to produce. I’d argue, however, that journalists owe it to themselves to keep copies of what they’ve written, and maybe they even owe their readers the opportunity to read their stuff once it has vanished from the publisher’s site.
    It isn’t even difficult, and quite a few journalists do indeed maintain a publicly available repository or archive of their work on a website that they control. That’s excellent, as far as it goes. But it could go so much further if more journalists embraced the principles of the IndieWeb: own your content, connect with your audience and control what you present.
    My friend Chris Aldrich has written quite a bit about this. In The IndieWeb and Journalism he explains the reasons it makes sense, laments one fine writer who more or less vanished, and even goes so far as to offer advice to one journalist on how she could do even more with her site. Inspired by Chris’s lead, I wrote a similar sort of piece about a journalist I admire.
    What’s the problem?
    The big difficulty right now is that it takes some effort. Motivation is not enough. You also need time, either to understand what is required and do it yourself, or to earn a bit of extra cash in order to pay someone else to do it for you. Although the IndieWeb website has a page on Indieweb for Journalism, I doubt that it will actually inspire most of the journalists I know.
    The biggest single thing most journalists need is a one-click installation of a CMS like WordPress that would set them up properly, with a wizard to help them cast the spells of hooking up to their social media accounts and bringing all those interactions back home. I know there’s talk of such a thing, but until it is a reality, preferably with a facility to import old articles or even a previous website, I fear the number of IndieWeb-enabled journalists is going to remain rather low.

    I don’t think that contributed to its demise, and I would have been happy to pay for an online subscription, but I didn’t need to. ↩

    The domain is still owned by the person who developed it with Lucky Peach and who has owned it since March 2015. ↩

    Have no fear, I did find what I was looking for, and the article will appear, but still … ↩


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