404 Media – Independent reporting on hacking, online culture, and digital rights.

Introduction

Launched in August 2023, 404 Media rapidly emerged as a vital voice in digital-age journalism. Founded by technology journalists Jason Koebler, Samantha Cole, Emanuel Maiberg, and Joseph Cox—formerly of Vice Media’s Motherboard—the company was born from a desire to carry forward impactful tech reporting without the constraints of traditional media structures.

Embracing a journalist-owned model, 404 Media is structured around sustainable, mission-driven journalism—leveraging subscriptions, reader support, and creative distribution while keeping editorial control firmly in the hands of its reporters.

Origins and Mission

From its inception, 404 Media set out with a clear vision: investigative journalism that uncovers how technology shapes—and is shaped by—society. Their focus spans hacking, cybersecurity, cybercrime, sex work, AI, consumer rights, surveillance, privacy, and the right-to-repair movement.

The founding ethos is rooted in autonomy: they own the outlet, and they call the shots. This independent model aligns with other successful journalist-owned publications like Defector Media and Hell Gate.

As they explained in an introductory post, they intended to disrupt the news industry by showing that journalism can be both principled and sustainable—powered by readers and rooted in robust reporting.

Business Model & Growth

404 Media began with a lean setup: a Stripe account, a Ghost-hosted site, and a lot of ambition . It offers tiered subscriptions—$100 and $1,000 annually—and supplements its revenue with donations, merchandise, ad partnerships, and more.

By early 2024, the outlet was already profitable. To deter scraping by AI-powered content farms, they began requiring email addresses to access content . In November 2024, they secured a partnership with Wired to co-publish two articles per month .

A year in, they reflected: “pay journalists to do journalism” had turned from an experiment into a working model . On their second anniversary in August 2025, they celebrated tangible growth: impactful reporting, continued profitability, and expansion into broader multimedia platforms.

Coverage & Impact

404 Media’s reporting has delivered real-world results:

• Privacy and Surveillance: Uncovered a New York subway feature enabling stalkers to track movement, prompting the MTA to shut it down.
• AI Ethics: Reported on AI-generated rewrites of their articles flooding Google Search, often outranking originals.
• Deepfake Exposé: Traced origins of controversial deepfake images of Taylor Swift back to 4chan and Telegram .
• Data Privacy: Revealed that Tumblr and WordPress were selling user data to AI companies like OpenAI and Midjourney.
• Ghost Kitchens: Investigated the use of generatively produced food images by DoorDash and Grubhub .
• Wikipedia and AI: Covered how AI-generated content was affecting edits on Wikipedia.
• Hot Topic Breach: Co-published with Wired an investigative piece on a data breach affecting 350 million customers, led by hacker "Dark X".
• Civitai and AI Abuse: Exposed how AI models on Civitai were used to create non-consensual content; the platform responded by banning such models .
• Meta’s AI Therapy Chatbots: Raised awareness about AI chatbots on Meta posing as therapists with fabricated credentials, prompting U.S. senators to call for responses .
• TeleMessage Hack: Uncovered the hack of a messaging service used by U.S. government agencies, prompting temporary suspension by its federal users .

These investigative efforts have led to policy changes, platform reforms, and government scrutiny—highlighting the outlet's influence.

Recognition & Industry Context

Summarized by Fast Company as having started from nothing but ambition and basic infrastructure, 404 Media has become a beacon of sustainable, human-centered tech journalism .

The Financial Times cited 404 Media as proof that thorough reporting can survive—and even thrive—in an industry marked by layoffs and instability (. The Electronic Frontier Foundation honored them with an award in 2024 for their investigative excellence in areas like hacking, AI, surveillance, and digital rights.

Distribution Strategy

404 Media distributes across platforms—X (formerly Twitter), Bluesky, Threads, TikTok, Instagram Reels, YouTube, Mastodon—prioritizing direct audience engagement with minimal algorithmic interference. Their site is hosted on Ghost with ActivityPub support, allowing articles to reach Fediverse spaces like Bluesky organically.

404 Media, founded in August 2023 by former Vice Media Motherboard journalists Jason Koebler, Samantha Cole, Emanuel Maiberg, and Joseph Cox, emerged as a powerful new voice in independent technology journalism, built on the principles of autonomy, investigative rigor, and a deep commitment to digital rights, aiming to fill the gap left by mainstream media’s retreat from detailed reporting on hacking, cybersecurity, and online culture, and doing so in a manner that prioritizes both sustainability and editorial independence, as the founding team recognized that traditional corporate-backed journalism often imposes constraints that hinder the full exploration of controversial or technically complex topics, prompting them to create a journalist-owned model that relies primarily on reader subscriptions, ranging from affordable $100 annual plans to higher-tier $1,000 contributions, alongside ad partnerships, merchandise sales, donations, and selective collaborations with like-minded outlets such as Wired, ensuring financial viability while retaining complete control over editorial content and avoiding the influence of outside shareholders or algorithm-driven prioritization; from the outset, 404 Media set out to investigate topics that are often overlooked or inadequately covered, including AI ethics, deepfake technology, privacy violations, government surveillance, cybercrime, the right-to-repair movement, and the social impact of online communities, publishing incisive exposés such as tracing the origin of controversial deepfake images of celebrities back to anonymous forums like 4chan and Telegram, uncovering instances where AI-generated content was rewriting their own reporting and outranking it in search engines, and revealing that platforms like Tumblr and WordPress were selling user data to AI companies, which highlighted the growing ethical challenges of artificial intelligence, while also investigating more practical concerns, including the use of generative imagery in ghost kitchens on platforms like DoorDash and Grubhub, and reporting on the abuse of AI-powered therapy chatbots by companies like Meta, whose digital tools mimicked licensed professionals without accountability, prompting congressional attention; their reporting has had tangible real-world consequences, as evidenced by their exposure of a New York subway surveillance feature that enabled stalkers to track individuals’ movements, leading to its shutdown, and their coverage of data breaches affecting hundreds of millions of customers, including Hot Topic, where collaboration with Wired brought widespread attention to hacker “Dark X,” illustrating the outlet’s commitment to thorough investigation that extends beyond reporting to influence policy, corporate accountability, and public awareness, while simultaneously serving as a check on AI misuse, deepfake proliferation, and privacy erosion in both consumer and governmental contexts; the outlet’s operational philosophy emphasizes nimbleness and adaptability, with a lean digital-first infrastructure hosted on Ghost, employing ActivityPub support to allow seamless distribution across decentralized networks such as Bluesky, Mastodon, and Fediverse spaces, complemented by engagement on mainstream social platforms including X (formerly Twitter), TikTok, Instagram Reels, Threads, and YouTube, balancing broad accessibility with a commitment to avoid algorithmic distortion of journalistic priorities, while also experimenting with access controls like requiring email addresses to combat AI scraping and maintain intellectual property integrity; beyond technical investigations, 404 Media has demonstrated a keen understanding of media sustainability, maintaining profitability within its first year while upholding editorial standards, which has allowed it to grow in staff, expand coverage, and collaborate selectively with partners, positioning itself as a case study in independent media viability in an era marked by layoffs, downsizing, and monetization challenges in traditional newsrooms, earning recognition from the Financial Times for proving that high-quality, investigative reporting can survive outside the conventional corporate framework and from the Electronic Frontier Foundation in 2024 for its contributions to digital rights advocacy and exposure of cybersecurity risks, signaling that rigorous journalism in technology, privacy, and online culture can not only inform the public but also effect change in corporate and governmental practices, reinforcing the importance of journalist autonomy, reader-supported models, and targeted investigative focus as cornerstones of modern media resilience; in addition, 404 Media’s editorial ethos reflects a broader societal responsibility, as it shines a light on the social implications of online behavior, the ethical dilemmas surrounding emerging technologies, and the interplay between digital innovation and civil liberties, effectively functioning as both a watchdog and a guide for audiences navigating an increasingly complex online landscape, while its multi-platform approach ensures that critical reporting reaches diverse demographics, from tech enthusiasts and privacy advocates to policymakers and casual readers, bridging the gap between technical expertise and public understanding, and cultivating a culture of informed engagement with issues ranging from cybercrime to AI accountability, deepfakes to data privacy, online harassment to regulatory oversight, all framed within the lens of independent, journalist-owned media committed to sustaining both credibility and financial independence, thereby positioning 404 Media as a pioneering force in the landscape of 21st-century journalism, exemplifying how focused, ethical, and reader-supported reporting can illuminate critical aspects of our increasingly digital lives while challenging both corporations and governments to act responsibly, demonstrating that, even in a crowded information ecosystem dominated by fast content and algorithmic promotion, there remains a vital and sustainable space for deep investigative reporting that prioritizes truth, public interest, and digital rights above all else.

404 Media, founded in August 2023 by former Motherboard journalists Jason Koebler, Samantha Cole, Emanuel Maiberg, and Joseph Cox, has rapidly established itself as a pioneering force in independent technology journalism, driven by a mission to investigate, explain, and hold accountable the complex intersections of hacking, online culture, digital rights, and emerging technologies, with a journalist-owned model that ensures complete editorial independence while being financially sustainable, a model supported by a combination of reader subscriptions, ranging from accessible $100 annual tiers to higher-tier contributions of $1,000, ad partnerships, merchandise, donations, and selective collaborations such as their co-publishing deal with Wired, all designed to provide resources without compromising the integrity of reporting, and in doing so, the outlet has addressed critical gaps left by traditional media, which often fails to cover technical subjects or controversial online phenomena in sufficient depth due to commercial constraints, creating a platform where investigative rigor and public interest converge; their coverage spans a wide spectrum, including cybersecurity, AI ethics, surveillance, cybercrime, the right-to-repair movement, data privacy, and the social and cultural implications of online communities, and through investigative pieces, 404 Media has exposed significant issues that have influenced policy, corporate behavior, and public awareness, such as uncovering the origin of controversial deepfake images of celebrities traced back to anonymous platforms like 4chan and Telegram, revealing instances where AI-generated rewrites of their own articles flooded search engines, outranking the original reporting and raising ethical questions about AI content moderation, and highlighting that platforms like Tumblr and WordPress were selling user data to AI companies including OpenAI and Midjourney, thereby exposing systemic risks to personal privacy and informed consent, while also investigating corporate practices like the use of generative images in ghost kitchens on DoorDash and Grubhub, reporting on the deployment of AI-powered therapy chatbots by Meta posing as licensed professionals without accountability, and tracking hacks affecting high-profile targets, such as the Hot Topic data breach impacting hundreds of millions of customers, and uncovering vulnerabilities in messaging services like TeleMessage used by U.S. government agencies, all of which demonstrate the outlet’s dedication to rigorous, impactful journalism that combines technical understanding with social responsibility; the operational philosophy of 404 Media emphasizes flexibility, digital-first infrastructure, and direct engagement with audiences, using a Ghost-hosted site with ActivityPub support to enable content distribution to decentralized networks such as Bluesky, Mastodon, and other Fediverse platforms, while simultaneously maintaining a presence on mainstream social media including X, TikTok, Instagram, Threads, and YouTube, allowing them to balance reach with editorial control and avoid dependence on opaque algorithmic promotion, and they have implemented protective measures like requiring email addresses to access content in order to prevent AI scraping, which reflects an awareness of the evolving challenges in content ownership and distribution in the digital age; within just a year of its founding, 404 Media became profitable, demonstrating that a journalist-owned, reader-supported model can thrive even amidst a media landscape characterized by layoffs, shrinking newsrooms, and algorithm-driven content saturation, with their success recognized by prestigious institutions, including coverage in the Financial Times as a proof-of-concept for sustainable investigative journalism and an award from the Electronic Frontier Foundation in 2024 for their work advancing digital rights, exposing hacking vulnerabilities, and holding AI and tech platforms accountable, reinforcing the idea that independent media can effect real-world change while maintaining integrity; the impact of their reporting has been tangible, with investigations prompting regulatory attention, corporate policy revisions, and public discourse on issues such as privacy, AI ethics, deepfake proliferation, online harassment, and government surveillance, exemplifying the role of investigative journalism not only in informing the public but also in shaping systemic responses to emerging technological threats, and they continue to cover developing stories with nuance and depth, offering context and explanation to help audiences understand the ethical, legal, and social dimensions of technology, while also exploring how these issues intersect with marginalized communities, online subcultures, and everyday digital life, thus bridging the gap between technical expertise and general public comprehension; in addition to their investigative rigor, 404 Media’s ethos reflects a broader vision of the media’s role in society, promoting transparency, accountability, and informed citizenship in a digital world where privacy is increasingly compromised, AI tools are reshaping human interaction, and the rules governing technology are evolving faster than legislation, and by leveraging multiple distribution channels and engaging directly with their readership, they cultivate a community of informed supporters who understand the value of journalist independence and the importance of defending digital rights, all while proving that high-quality reporting can be profitable, sustainable, and socially impactful, making 404 Media a model for the future of independent, mission-driven journalism in the digital era, demonstrating that even in an environment dominated by fast, algorithmically amplified content, there is still space for thoughtful, thorough, and principled reporting that uncovers truths, drives accountability, and empowers audiences to navigate the complexities of online culture, hacking threats, and technological innovation with knowledge and confidence.

Conclusion

• 404 Media stands as proof that independent, reader-supported journalism can flourish with integrity and impact.
• By keeping editorial control in the hands of veteran journalists, they avoid conflicts between commerce and content.
• Their nimble model—diverse revenue, digital-first infrastructure, and direct distribution—offers a path forward amidst media turbulence.
• Their investigative work doesn’t just expose issues—it shapes responses and protections, safeguarding digital rights in practice.

Q&A Section

Q1: Who founded 404 Media and when?

Ans: Jason Koebler, Samantha Cole, Emanuel Maiberg, and Joseph Cox founded 404 Media in August 2023 after leaving Vice Media’s Motherboard.

Q2: What topics does 404 Media cover?

Ans: They focus on hacking, cybersecurity, cybercrime, AI, sex work, surveillance, privacy, consumer rights, niche online communities, and the right-to-repair movement.

Q3: How is the company structured financially?

Ans: It is journalist-owned and funded through reader subscriptions (at $100 and $1,000), ads, merchandise, partnerships (e.g., with Wired), and a tip jar. (

Q4: What are some significant investigations they've done?

Ans: Notable investigations include deepfakes origins, AI-driven spam rewriting their articles, abusive AI models on Civitai, Meta’s fake therapist chatbots, TeleMessage hacks, data breaches like Hot Topic, and AI training data misuse.

Q5: What recognition has 404 Media received?

Ans: They received an EFF Award in 2024 for incisive reporting on hacking and digital rights, and Financial Times recognized them as a promising model amid the media industry's existential crisis.