Is Mic for Real?

In the ever-growing crowd of news sites trying to win over young audiences, Mic thinks it can stand out with an appealingly simple premise: focus on college educated readers and present them only with serious news.

The packaging of the site—with big graphics and catchy headlines—may look familiar to competitors like Fusion, Mashable and Buzzfeed. But Mic’s founders emphasize that they’re better positioned than rivals to build trust among a group that’s turned off by traditional outlets and millennial-focused rivals it sees as more lightweight.

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The bigger question remains, when the inevitable consolidation of the digital media companies comes, whether Mic will be among those left standing.

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“If you’re a JP Morgan Chase or Goldman Sachs or REI and you’re trying to reach smart young people, you need to do it in a more serious way because we’re a serious brand.”