A look at VC-backed glossy magazine Colossus, whose glowing profiles of Zuckerberg and other tech titans win industry praise, while Kara Swisher says it is PR

The line between sponsored content and journalism blurs as wealthy tech founders fund glossy publications that praise their work.

Colossus, a new glossy print quarterly and website launched in 2024, aims to improve the tech industry's perception of the news media. The publication, funded by venture capital, offers in-depth profiles of tech leaders, often featuring extensive access and a laudatory tone. Prominent figures in tech, including Reddit co-founder Alexis Ohanian and hedge fund manager Bill Ackman, have praised Colossus for its quality and access, with Ohanian stating it gives him hope for journalism. The magazine has published lengthy features on figures like Thrive Capital founder Joshua Kushner and Meta CEO Mark Zuckerberg, who granted the publication access to his family life. However, veteran journalists like Kara Swisher have criticized Colossus, labeling its content as public relations rather than genuine journalism. Other media critics, such as Nilay Patel, editor-in-chief of The Verge, question its ability to sway public opinion due to its lack of skepticism and adversarial questioning.

Colossus operates in a market segment where tech titans express disillusionment with traditional media's scrutiny, creating a demand for narratives that cater to their own perspectives. By employing journalistic talent and high production values, Colossus positions itself as a credible, albeit sympathetic, voice, appealing to an industry that values access and favorable portrayals. This strategy, exemplified by its deep dives into figures like Mark Zuckerberg and Joshua Kushner, signifies a trend where capital and influence are leveraged to shape public perception through meticulously crafted content that mirrors journalistic endeavors.

The publication's success hinges on its ability to secure exclusive access, which allows for hagiographic portrayals that resonate within the tech elite. While critics decry this as sophisticated PR, proponents argue that such content marketing is a necessary strategy in an era of heightened skepticism towards established institutions. The financial backing from figures like Patrick O'Shaughnessy, an heir with significant venture capital interests, suggests that the economic model prioritizes influence and network-building over traditional media revenue streams, a crucial distinction for understanding its long-term viability and impact.