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Cracked.com is an American website that was based on Cracked magazine. It was founded in 2005 by Jack O'Brien.[1][2]

Key Information

In 2007, Cracked had a couple of hundred thousand unique users per month and three or four million page views. In June 2011, it reached 27 million page views, according to comscore.[1][3][4][5] According to O'Brien, the site had about 17 million unique visitors and 300 million page views in February 2012.[3]

History

[edit]
Former Cracked.com logo, used from the website's launch until May 3rd, 2024

Cracked was founded as a magazine in 1958.[6] In early 2005, its owner Dick Kulpa sold the magazine to a group of investors who announced plans to revive a print version of Cracked with a new editorial focus and redesign.[7]

In October 2005, Cracked.com launched as a separate website under editor-in-chief Jack O'Brien, a former ABC News producer.[8][9][10][11] Although the magazine folded soon after launch, the Cracked website gained popularity and was purchased by Demand Media in June 2007, setting off Cracked's rapid growth period.[3][12][13]

In 2007, Cracked had a few hundred thousand unique users per month and three to four million page views.[3] The site fit well within Demand Media's network, with Jack O'Brien noting "They understand the web, and they made us nail down a voice".[14] The editorial staff includes original editor-in-chief Jack O'Brien, Jason Pargin (under his pen name, David Wong), founder of website PWOT, who was added as an associate editor later in 2006, and Oren Katzeff, who became Cracked.com's general manager in November 2007 after running business development for Yahoo Media Group.[15][4][16] Cracked.com published two to four articles daily (2,000 – 3,000 words each), along with video content, short-form content, and contests. The feature articles were the most popular, usually pulling in around one million views in their first week.[17][18]

In 2010, Cracked drew over one billion page views.[19][20][21] By 2012, Jack O'Brien reported over 300 million page views in February and 7.3 million unique monthly users, making it the most visited humor site in the world, ahead of The Onion, CollegeHumor, and Funny or Die.[3][5][14]

Writer Daniel O'Brien was questioned by the FBI and United States Secret Service after writing an article titled "How to Kidnap the President's Daughter".[22][23]

In November 2013, the Cracked web site was hacked and was unwittingly delivering malware to site visitors. The hackers injected JavaScript that caused malicious software to be distributed to page viewers.[24]

In 2013, Cracked.com launched "The Cracked Podcast" on the Earwolf podcast network.

On April 12, 2016, Cracked was purchased by the E. W. Scripps Company for $39 million.[25]

In June 2017, Jack O'Brien stepped down from his position as editor-in-chief and left Cracked to build up the new comedy podcasting division at HowStuffWorks.[26][27] Jack O'Brien chose Alex Schmidt as the new host of "The Cracked Podcast".[28] Schmidt hosted more than 150 episodes, and toured the podcast in the U.S. and to London.[29][30]

In October 2017, Soren Bowie left Cracked to become a writer on American Dad!, while Michael Swaim left Cracked to pursue other interests.

On December 4, 2017, E. W. Scripps laid off 25 staff members from the website, including Daniel O'Brien, Cody Johnston, and the entire video team, in an effort to cut costs.[31][32]

On September 10, 2019, Cracked was acquired by Literally Media, home to KnowYourMeme, Cheezburger, and eBaum's World. [33][34]

Literally Media fired Robert Brockway in February 2020.[35] Afterward, Brockway and fellow longtime Cracked writer Sean "Seanbaby" Reiley then co-founded their own comedy website, 1900HotDog.com.[36] Alex Schmidt was fired by Literally Media in June 2020. Afterward, Schmidt started his own podcast, "Secretly Incredibly Fascinating".[37][38][39]

Features

[edit]

The Cracked "front page" formerly contained columns by a staff of regular contributors, including Sean "Seanbaby" Reiley, Daniel O'Brien, Robert Brockway, Cody Johnston, Soren Bowie, Chris Bucholz, host and writer of the web series Hate by Numbers Wayne Gladstone, John Cheese, Christina Hsu, and Michael Swaim, head writer and performer of the sketch comedy group "Those Aren't Muskets!". It also published videos, weekly image manipulation contests called Photoplasty and Pictofacts, and a daily "Craptions" contest where users added funny captions to odd photographs. The site also hosted Pointless Waste of Time, Pargin's old forum, which contained a writer's workshop, a section for readers to submit content for the Photoplasty and Pictofacts contests, and a template for generating small, one-shot articles called "Quick Fixes," along with general and specific discussion threads on a variety of topics. Eventually the Craptions contest was moved from the front page to the forums.

The Writer's Workshop section of the forum was limited-access (by request only), and it functioned as a "virtual writer's room", where more than 2,500 would-be writers pitched articles to which other users and editors provided feedback.[40] According to former general manager Oren Katzeff, "Nothing gets on the homepage without heavy editing";[4] [writers] "pitch the site's on-staff editorial team, who give out assignments and feedback to writers after an idea is greenlit".[4] O'Brien and five other editors picked and refined the best material.[14] More than 90% of the stories on the top spot of Cracked's homepage came from the Workshop.[14] Cracked became known for its popular listicles, which include titles like "The 6 Most Insane People To Ever Run For President" and "7 Basic Things You Won't Believe You're All Doing Wrong".[41]

After being sold to Literally Media, the forums were taken down and all reader-generated content was discontinued in favor of Image macro sets created by a few regular inside contributors, due to their suitability for posting on social media. Old articles, columns, and image sets are still hosted on the site (some with broken formatting or missing images) but many of the old videos are only available on the Cracked YouTube channel.

Video content

[edit]

About 30% of Cracked's content is video.[42][43] As of October 2014, Cracked had 22 web series exclusive to their site.[44] In 2009, Cracked debuted the web series Agents of Cracked, which generated 20 million views over three seasons.[22] In July 2010, Cracked debuted After Hours, a video-debate version of Cracked's lists which features four Cracked staffers discussing topics such as "Why Batman Is Secretly Terrible for Gotham" and "Why 'Star Wars' Is Secretly Terrifying for Women".[5]

Original run of video content (2009–2017)

[edit]
  • "Agents of Cracked" – Michael Swaim and Daniel O'Brien portray fictionalized versions of themselves and their bizarre experiences while writing for Cracked. (November 2009 – July 2011)

Cracked has the following series throughout the years.

  • "After Hours" – Soren Bowie, Daniel O'Brien, Michael Swaim, and Katie Willert share a meal at a diner (at first, the Village Grille, and later, the Los Feliz Café) and discuss a pop culture issue. (July 2010 – December 2017)
  • "Today's Topic" – Two staff members sitting in adjoining office cubicles discuss a pop culture issue. (April 2012 – December 2017)
  • "Obsessive Pop Culture Disorder" – Daniel O'Brien, sitting at a desk in a studio, rants about pop culture issues. (August 2012 – December 2017)
  • "Hate By Numbers"— Wayne Gladstone lists the reasons why a clip from a news report, music video, movie trailer or viral video is great or terrible.
  • "Cracked TV" – Michael Swaim commenting on media trends, pop culture, and viral videos in a list format. The precursor to "Does Not Compute". (October 2008 – April 2010)[45]
  • "Does Not Compute" – Michael Swaim shows strange videos found on the internet based on a different theme in each episode. (May 2010 – June 2015)
  • "Stuff That Must Have Happened" – Sketches purporting to show the true origin of events. (April 2010 – December 2017)
  • "Honest Commercials" – Jack Hunter portrays Roger Horton, a businessman who promotes products of his various companies with brutal honesty. (Original Run: September 2012 – December 2017, Revival: July 2021 – present)
  • "Escort Mission" – Two roommates, a hardcore gamer (L33T) and a casual gamer (N00B) discuss modern video games and the unexpected implications of their worlds. (February 2014 – December 2017)
  • "New Guy Weekly" – Alex Schmidt, then a newcomer on Cracked, demonstrates his extreme work ineptitude while filming himself on the phone for his video blog. (September 2014 – June 2015)
  • "Cracked Responds" – Cracked staff members share their reactions to a recent topic, such as movie trailers or politics. (January 2015 – December 2017)
  • "Hilarious Helmet History"—Alex Schmidt corrects your commonly held historical mis-conceptions... but with funny hats! (2016 - 2017) [46][47]
  • "So You Want To Be..."—Alex Schmidt talks about how challenging it would be to be a pop culture hero (Batman, Wolverine, James Bond) in real life. (2017)[48]
  • "Some News" – Cody Johnston delivers a recent week's news report, while being increasingly frustrated by some of the news subjects' behavior. (May 2017 – December 2017)[49] Johnston formed the YouTube channel Some More News as a continuation of the show.[50] The show has also continued in podcast form, and now releases extra episodes every Friday which feature a co-host, Katy Stoll.[51]
  • "Katie Willert Experience" – A sketch comedy series featuring Katie Willert. (August 2011 – September 2012)
  • "The Start-Up" – Michael Swaim, Cody Johnston, and Katy Stoll as three people working from home who meet through teleconference to discuss their new start-up company. (November 2011 – October 2013)
  • "Marvels of the Science" – A parody of nature documentary films featuring Cody Johnston as Prof. Scott Bug who is totally clueless about things he is talking about. (August 2012 – March 2014)
  • "8-Bits" – Sketches parodying life as depicted in video games. (October 2012 – June 2013)
  • "Dispatches from Goddamn Space" – Soren Bowie plays an astronaut (undergoing a criminal investigation) stationed on the International Space Station giving lectures full of misinformation to elementary school students watching from classrooms on Earth's surface. (September 2013 – February 2014)
  • "The Spit Take" – Jack O'Brien addresses some theme, usually illustrated with video clips. (November 2013 – April 2017)
  • "Adventures in Jedi School" – A Star Wars parody focused on the Jedi. (January 2014)
  • "Rom.Com" – Employees of an online dating website company deal with various workplace situations. (March 2014 – March 2016)
  • "Welcome Back Potter" – A parody of the Harry Potter franchise. (April 2014 – May 2014)
  • "Antiheroes" – A parody of a superhero origin story. (August 2014)
  • "Starship Icarus" – A parody of Star Trek from the viewpoint of the lower-deck crew. (October 2014)
  • "The Stumbling Dead" – A parody of the television series The Walking Dead from the zombies point of view. (October 2015)
  • "We're Not Alone" – A parody of science fiction movies about the first contact with alien life. (May 2016 – June 2016)
  • "Galactic War Room" – Another Star Wars parody, this time focused on the Rebel Alliance. (November 2016)
  • "After the Trump" – Daniel O'Brien, Cody Johnston and Katy Stoll discuss the ongoing Donald Trump presidency as if it was a scripted television drama, with spoilers, theories and predictions. (February 2017 – March 2017)
  • Live episodes of "The Cracked Podcast", hosted by Jack O'Brien and then by Alex Schmidt.

In December 2017, Cracked ended its original video productions when E. W. Scripps Company, the parent company of Cracked, laid off the entire video production and writing staff.

Revival of video content (2020–present)

[edit]

In April 2020, new video content was being produced once again for Cracked by Dr. Jordan Breeding.[52] The following are the new series created since Cracked's video content was revived:

  • Quorators - A podcast where hosts Alex Ptak and Jeremy Kaplowitz ask: "What is Quora?" (Aug 2023 - Jan 2024)
    • The podcast was cancelled after Kaplowitz claims the stream "made no money for them" and he was too loud while working on content in an office with a door that did not properly close.[53]
  • New episodes of "Honest Ads" with actor Jack Hunter.
  • Your Brain On Cracked – Jordan Breeding, sitting at a desk in a studio, rants about pop culture issues.
  • Movies For $20: Hollywood blockbuster films and prestige television shows are recreated on a budget of $20.
  • Wait a Minute ... What?': Melissa Aquiles digs into childhood pop culture items to show us how the recent past was quite a bit stranger than you remembered.
  • CanonBall: Jesse Eisemann digs up pieces of the more obscure aspects of a franchise's canon. (2021-present)
  • Cracked Fiend – former Cracked writer Karl Smallwood returns in a series similar to his Fact Fiend channel, only this time he reads articles what other people have written – Co-Hosted by Jordan Breeding.[54] (May 2021 – June 2021)

Cheat Sheets

[edit]

In 2011, Cracked partnered with Rotten Tomatoes and Movieclips to launch Cheat Sheets, a comedic, user-generated guide to popular movies.[19][55] For example, Ratatouille's description reads "Remy the rat is obsessed with good food, and he has learned to cook by watching television in the same way that Jackie Chan fans have all become Kung-Fu masters. Remy stumbles upon an unsuspecting janitor working in a Parisian restaurant and figures out how to tap into his central nervous system, controlling his every movement".[56]

Books

[edit]
Main article: You Might Be a Zombie and Other Bad News

Cracked.com released its first book, You Might Be a Zombie and Other Bad News, in 2010.[57] Published by the Penguin Group's Plume division, the book features 20 articles that had previously appeared on the website, and 18 that are new to the book.[9] The book is formatted as a comedy trivia book, and includes chapters like 'The Four Most Badass Presidents of All Time' and 'The Awful Truth Behind Five Items on Your Grocery List'.[58]

It reached #9 on The New York Times secondary "Paperback Advice & Misc." best sellers list, and sold more than 40,000 copies.[22][59] As part of the marketing campaign, Cracked encouraged fans to post pictures of themselves alongside the book with 50-word captions.[41][16]

Crown Publishing Group acquired the rights to Cracked writer Daniel O'Brien's How to Fight Presidents, for more than $60,000.[22] The book will be a comedic look at the secret to fighting and defeating every U.S. President in history.[22]

Cracked.com released its second book, The De-Textbook: The Stuff You Didn't Know About the Stuff You Thought You Knew, on October 29, 2013.[60]

Live shows

[edit]

Cracked has also expanded into live shows. At the 2011 SXSW festival, Cracked hosted Cracked Live, which featured live performances from Michael Swaim, Soren Bowie, Daniel O'Brien, Katie Willert, and Cody Johnston.[61][62] In November 2011, Cracked hosted three panels at Comikaze Expo, a multi-media, popular culture convention.[63] They hosted "The Making of 'After Hours': How a Conversation Becomes an Episode", "Comedy Troupes Are the New Rock Stars", and a performance of the sketch comedy showcase "Cracked LIVE: The 6 Most Bafflingly Hilarious Things Happening in Front of You (Right Now)!".[63]

Reception

[edit]

The magazine Wired has called Cracked "addictive", "hauntingly funny" and "terrifyingly well-informed".[64] Mother Jones called Cracked.com "one of the hottest humor sites on the web" and said its content includes "some of the most uproarious and sage commentary on the interwebs", describing it as "striking the right balance of pop culture, bawdy humor, and intellect".[65] In one month, Cracked users spent over 255 million minutes on the site, which is 5 times more than Comedy Central's site and 9 times more than Funny or Die.[5]

In 2010, the web series Agents of Cracked, featuring Daniel O'Brien and Michael Swaim, won the Audience Choice Award at the second annual Streamy Awards.[2] In 2012, Cracked received a People's Choice Webby Award for Best Humor Website.[1]

In 2013 Cracked was accused of disseminating factually incorrect information by Vice.com, specifically in their "5 Depressing Realities Behind Popular Reality TV Shows" article.[66]

Due to ownership and staffing changes that occurred mainly beginning in 2016 when the website was purchased by the E. W. Scripps Company,[25] and again in 2019 when it was purchased by Literally Media,[33] public reception of the quality of content and articles offered by Cracked.com has dwindled. One noteworthy example of criticism came from Ashley Mangtani, as he wrote in his October 24 2021 piece on Medium, titled "The Downfall Of Cracked.com & The Cancellation Of The Once Famous Cracked Podcast." Mangtani concluded that: "The bottom line is simple, Cracked were bought by a company that wanted nothing more than to break into the digital media market. But they knew nothing about the nuances of managing a creative media stream and vainly tried to cut costs wherever they could. This resulted in all of the best people at Cracked being fired until the company self-destructed into oblivion and stopped creating great content."[67]

As of January 2023, their YouTube channel has 1.0 billion views and 2.76 million subscribers.[68]

[edit]

Source:[69]

Current
  • Tara Ariano
  • Daniel Dockery
  • Ian Garner
  • Keegan Kelly
  • Amanda Mannen
  • JM McNab
  • Matt Solomon
  • Carly Tennes
  • Jay Wells L'Ecuyer
  • Eli Yudin


Former
  • Carmen Angelica
  • David Christopher Bell
  • Kathy Benjamin
  • Soren Bowie
  • Jordan Breeding
  • Robert Brockway
  • Liddy Bugg
  • Adam Tod Brown
  • Chris Bucholz
  • Isaac Cabe
  • C. Coville
  • Robert Evans
  • Ivan Farkas
  • Ian Fortey
  • Wayne Gladstone ("Gladstone")
  • Katie Goldin
  • Mark Hill
  • Kristi Harrison
  • Christina Hsu ("Christina H.")
  • Jason Iannone
  • Xavier Jackson
  • Cody Johnston ("Cody")
  • Cyriaque Lamar
  • Mack Leighty ("John Cheese")
  • Brendan McGinley
  • Luke McKinney
  • Ryan Menezes
  • Brittany Mignanelli
  • Daniel O'Brien
  • Jack O'Brien (former Editor-In-Chief)
  • Pauli Poisuo
  • Luis Prada
  • Jacopo della Quercia
  • Sean Patrick Reiley ("Seanbaby")
  • Marina Reimann
  • Tom Reimann
  • Winston Rowntree
  • J.F. Sargent
  • Alex Schmidt
  • Karl Smallwood
  • Ann Smiley
  • Kelly Stone
  • Katy Soul
  • Cezary Jan Strusiewicz
  • Tiago Manuel
  • Michael Swaim
  • Evan V. Symon
  • Logan Trent
  • Cedric Voets
  • Adam Wears
  • Jonathan Wojcik
  • Jason Pargin ("David Wong")
  • Ross Wolinsky
  • Eric Yosomono

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Cracked.com

View on Grokipedia
from Grokipedia
Cracked.com is an American online humor publication specializing in satirical listicles, pop culture commentary, and trivia articles, established in 2005 as the digital extension of Cracked magazine, a satirical periodical launched in 1958 to rival Mad magazine. The website gained prominence through its irreverent "top six" style articles and community features like Photoshop contests, achieving rapid growth after acquisition by Demand Media in 2007, which facilitated expansion into video content and podcasts. Under subsequent ownership by E.W. Scripps Company in 2016 and Literally Media in 2019, Cracked.com shifted focus amid staff changes, including the 2017 departure of founding editor-in-chief Jack O'Brien and significant layoffs later that year, prompting criticisms from observers of a decline in content quality due to corporate priorities over creative output. Despite these challenges, the site continues to publish daily humor pieces, including tweet roundups and comedic analyses, maintaining its legacy as a purveyor of absurd, fact-based entertainment into 2025.

Origins and Magazine Era

Founding and Early Publications (1958–1980s)

Cracked was established in 1958 by Major Publications, a New York-based company led by Robert C. Sproul, as a satirical humor magazine positioned as a direct competitor to the successful Mad magazine, which had launched in 1952. The inaugural issue appeared in March 1958, with Sol Brodsky serving as the founding editor; Brodsky, previously known for production work in comics, oversaw content that included single-panel gags, movie and television parodies, and illustrated humor pieces aimed at skewering popular culture and politics. Early issues emphasized visual satire, featuring artwork by contributors like Bill Everett on the debut cover, and introduced the magazine's mascot, Sylvester P. Smythe—a dim-witted, wide-cheeked janitor whose image adorned covers to evoke a folksy, irreverent tone. In its formative years through the , Cracked experimented with layouts and formats closely mirroring Mad's black-and-white comic style, including fold-in back covers and multi-page spoofs, though it struggled to match Mad's cultural impact and sales due to less renowned talent and distribution challenges. Brodsky departed in 1964 to join , after which editorial direction shifted toward more consistent features and recurring strips, helping the magazine maintain bimonthly then monthly publication under Major Magazines. By the 1970s, Cracked had solidified as the most enduring Mad imitator, incorporating contributions from artists like , whose detailed war and Western spoofs became staples, while circulation lagged behind Mad but supported steady output amid a crowded field of short-lived humor rivals. The 1980s saw Cracked continue under Major Magazines' stewardship, with issues like those from featuring Severin's covers and ongoing emphasis on timely cultural send-ups, though financial strains from print costs and competition foreshadowed later transitions. The magazine's resilience stemmed from its formula of accessible, illustrated rather than Mad's edgier prose-heavy approach, allowing it to endure as a secondary but persistent voice in .

Decline and Near-Obolescence (1990s–2005)

In the 1990s, Cracked magazine shifted from monthly to bi-monthly publication as sales declined amid intensifying competition from Mad Magazine and the broader erosion of print humor periodicals. Multiple ownership transitions during this period, including shifts from Major Magazines to Globe Communications and later entities, led to editorial instability and cost-cutting measures that further hampered content freshness and marketing efforts. By the early , the magazine's output grew erratic, with irregular release dates and a heavy reliance on reprinted archival material to sustain issues amid shrinking readership and rising production expenses. Circulation reportedly fell to lows of 25,000–35,000 copies per bi-monthly issue, a fraction of earlier peaks and far below Mad's sustained figures. These factors compounded financial pressures, positioning Cracked on the brink of discontinuation as traditional newsstand distribution faltered. In March 2005, the ailing publication was acquired by an investor group explicitly to address dropping sales and revive its format, signaling its near-obsoletion as a standalone print entity before pivoting toward . This acquisition underscored the magazine's diminished cultural footprint, overshadowed by television, video games, and nascent online content platforms that fragmented audience attention from satirical print humor.

Digital Transition and Growth

Launch of Cracked.com (2006)

Cracked.com launched in October 2005 as a digital platform tied to the revival of the Cracked humor magazine, with Jack O'Brien, a former ABC News producer, serving as its founding . The website aimed to deliver satirical content online, departing from the print magazine's traditional parody format by emphasizing interactive elements like Photoshop contests and list-based articles targeting internet-savvy readers. O'Brien assembled an initial team of writers focused on absurd, pop-culture-driven humor, positioning the site as a competitor to emerging web comedy outlets. In 2006, the site's content production ramped up alongside the magazine's relaunch under a modernized editorial approach, incorporating celebrity contributors such as as to appeal to a broader amid the print medium's challenges. Early articles featured irreverent top lists, historical satires, and , reflecting a shift toward web-native formats that prioritized quick, shareable laughs over the magazine's illustrated gags. This digital-first strategy proved prescient, as the magazine ceased publication after three issues, but Cracked.com persisted independently, building a foundation for online growth through consistent output of edgy, fact-infused humor pieces. The launch capitalized on the mid-2000s internet boom, with O'Brien's vision emphasizing original writing over recycled print material to foster a distinct . Initial traffic metrics were modest, but the site's irreverent tone—often blending factual trivia with exaggeration—differentiated it from staid media, setting the stage for viral potential in an era of nascent social sharing.

Expansion and Peak Popularity (2007–2013)

Following the initial digital launch in 2006, Cracked.com expanded its editorial team and , hiring writers such as Robert Brockway in 2007 and Cody Johnston in 2009 to produce humor articles emphasizing listicles and satirical commentary on pop culture, history, and current events. This approach, led by Jack O'Brien and later bolstered by (writing as David Wong) as executive editor starting around 2007, capitalized on emerging sharing to drive viral distribution. The site's surged accordingly, reflecting broader shifts in online toward quick, shareable content amid the rise of platforms like and early feeds. By 2010, Cracked.com recorded over 1 billion page views for the year, according to comScore data, marking a substantial increase from its modest early figures and establishing it as a leading comedy site. That July, the site introduced its flagship video series After Hours on July 19, featuring four staff members debating exaggerated premises derived from Cracked articles, such as the hidden agendas in Pixar films; the format quickly gained traction, amassing millions of views per episode through YouTube integration and contributing to the site's multimedia diversification. Peak popularity materialized by 2013, with Cracked internally designating the year as its most successful to date based on article and video engagement metrics, including top-performing pieces that drew record internal traffic. This era's growth stemmed from consistent output of empirically resonant humor—often grounded in historical anecdotes or cultural critiques—rather than unsubstantiated opinion, though some external critiques, such as a analysis, questioned factual accuracy in select reality TV pieces, highlighting tensions between entertainment velocity and rigorous verification in high-volume digital . The expansion positioned Cracked as a direct competitor to sites like , with page views and unique visitors scaling to sustain a full-time staff amid intensifying online ad revenue competition.

Ownership Changes and Business Evolution

Acquisition by E.W. Scripps Company (2013)

On April 12, 2016, the acquired Cracked, a multi-platform digital satire brand, from Demand Media for $39 million in cash. The transaction marked Scripps' sixth acquisition in under three years, aimed at bolstering its appeal to millennial audiences through humor and interactive content. Cracked, which Demand Media had owned since , reported $11 million in revenue for 2015, with an estimated EBITDA of $3 million, reflecting steady growth in its listicle-driven model and . Scripps, a traditional media conglomerate with roots in newspapers and television stations, sought to diversify beyond linear TV by integrating Cracked's high-engagement digital properties, including its website, YouTube channels, and podcast network. Company executives highlighted Cracked's ability to "inform and entertain" younger demographics via satirical articles and videos, positioning it as a complement to prior buys like Newsy in 2013 and Midroll Media in 2015. The deal closed without reported contingencies, allowing immediate integration into Scripps' digital division under Adam Symson, who oversaw the expansion strategy. Post-acquisition, Cracked continued operations from its Santa Monica headquarters, maintaining its core editorial team and content formats while benefiting from Scripps' resources for scaled video distribution. Demand Media, refocusing on its core and content platforms, used proceeds to reduce debt and streamline operations amid broader industry shifts away from ad-dependent humor sites. The purchase underscored a trend of legacy media firms acquiring digital natives to capture younger viewers, though Cracked's satirical style drew scrutiny for occasional factual inaccuracies in its pre-acquisition era.

Corporate Restructuring and Layoffs (2016–2020)

Following the April 2016 acquisition of Cracked by the for $39 million, the humor website underwent initial integration into Scripps' digital portfolio, aimed at leveraging Cracked's millennial audience for broader content synergy. However, by mid-2017, internal challenges emerged, including the departure of longtime editor-in-chief Jack O'Brien in June after 11 years, which he described as a voluntary move to new opportunities rather than a dismissal. Scripps' third-quarter 2017 financial results revealed significant underperformance at Cracked, prompting a non-cash goodwill and intangibles impairment charge of $35.7 million—nearly 92% of the original purchase price—alongside $2.4 million in expenses tied to operational adjustments. This devaluation reflected disappointing revenue growth amid declining digital ad markets and failure to meet projected synergies. On December 4, 2017, Scripps executed major layoffs, cutting 25 positions—approximately half of Cracked's full-time staff—including senior editorial figures such as Daniel O'Brien and Cody Johnston, as well as the entire in-house team. The reductions were framed as cost-control measures to align with revised financial expectations, transitioning Cracked toward a leaner model reliant on freelance contributors rather than salaried employees. Into 2018, Scripps expanded company-wide restructuring efforts, including the sale of 34 radio stations and additional scrutiny of digital assets like Cracked, with further charges linked to its downsizing. By 2019–2020, Cracked maintained operations on a diminished scale, focusing on contributed content while Scripps prioritized core over underperforming online properties, amid broader industry pressures from changes and ad shifts.

Core Content Formats

Listicle Articles and Interactive Features

Cracked.com's articles, often formatted as "Top X" or numbered entries, form the core of its editorial output, blending humor, , and factual trivia drawn from , pop culture, and . These pieces typically feature absurd premises, logical contradictions for comedic effect, and pop culture references to engage readers, with lists ranging from 5 to 44 items depending on the topic's scope. For instance, a 2008 internal guide outlined strategies like posing unnecessary questions and subverting expectations to craft engaging entries, as seen in articles such as "6 Things From Everyone Pictures Incorrectly" published in 2010, which debunked common misconceptions using historical evidence. This format proliferated from the site's early digital years, contributing to peak traffic in the late 2000s and 2010s, with examples including "The 8 Most Needlessly Detailed Wikipedia Entries" from 2007, which cataloged obscure wiki pages with view counts for emphasis. The articles prioritize brevity per entry, often incorporating images, captions, and punchy prose to maintain reader interest, while occasionally smuggling in educational facts amid the —such as historical attire critiques in "10 Cursed Historical Fits" from 2024 or compilations like "33 Random Bits of " in 2024. metrics from annual roundups, like the top 25 articles of 2015, highlight listicles' dominance, with themes spanning mind-blowing facts and cultural critiques that amassed millions of views. Critics have noted repetitive titles and recycled facts in some entries, yet the format's adaptability sustained output through ownership changes. Interactive features, particularly the Photoplasty contests, encouraged user-generated content by inviting submissions of edited images themed around prompts like historical absurdities or pop culture parodies. Launched as early as 2006 with contests such as "Don Rickles Speaks," these weekly challenges allowed participants to photoshop elements into provided photos, with editors selecting winners for publication. Examples include 2008's "30 Error Messages You Never Want to See" and 2011's "If You Could Photoshop the Real World," fostering community engagement through humor and creativity. The Photoplasty section evolved into a dedicated hub, though submissions faced editorial rejection for quality issues, as detailed in 2009 analyses of discarded entries. These features complemented listicles by extending interactivity beyond passive reading, though their prominence waned post-2010s amid site restructurings.

Video Content Production

Cracked began producing original video content in 2009 with the launch of Agents of Cracked, a comedic web series featuring writers Michael Swaim and Daniel O'Brien as fictionalized versions of themselves in absurd, buddy-cop-style misadventures at the Cracked offices. The series ran for three seasons until 2011, blending sketch comedy with satirical takes on internet culture and office life. In July 2010, Cracked expanded its video output with After Hours, a debate-format show where staffers analyzed listicle topics in a talk-show style, often devolving into humorous tangents. These early efforts marked a shift toward multimedia, with videos complementing the site's humor articles and drawing millions of views through YouTube distribution.

Original Video Series (2009–2017)

Video production grew into a core pillar of Cracked's digital presence, featuring scripted sketches, parodies, and hosted segments produced in-house by a dedicated . Notable series included Rom.Com, a spoof starring Swaim, and various short-form content like performance reviews and pop culture rants, often leveraging staff talent for low-budget, high-concept humor. By the mid-2010s, the video had scaled to support multiple ongoing shows, contributing to Cracked's competition with sites like through viral, shareable clips. Production emphasized quick turnaround and writer-performer crossovers, with episodes typically 5-10 minutes long and focused on satirical commentary. However, reliance on ad revenue and corporate oversight under E.W. Scripps strained resources, as the company prioritized profitability over creative expansion.

Suspension and Limited Revival (2018–present)

In December 2017, E.W. Scripps laid off 25 staff members, including the entire video production team such as Daniel O'Brien and Cody Johnston, effectively halting original video series as part of broader cost-cutting after writing off nearly $36 million of its Cracked investment. This suspension lasted through 2018 and 2019, with minimal new content amid the site's pivot away from video-heavy operations. Following Scripps' sale of Cracked to Literally Media in September 2019, production revived modestly in 2020 with Your Brain on Cracked, a ten-episode rant series hosted by Jordan Breeding, critiquing pop culture from a studio desk setup. The series ran for two seasons through 2021, emphasizing solo commentary over ensemble sketches, while ongoing efforts like Honest Ads parodies continued sporadically on . Under Literally Media, video output remains limited compared to the 2009-2017 peak, focusing on cost-effective formats amid a fragmented landscape.

Original Video Series (2009–2017)

Cracked.com initiated its original video production in 2009 with Agents of Cracked, a scripted starring writers and Daniel O'Brien as exaggerated, secret-agent alter egos investigating bizarre phenomena linked to the site's humor articles, such as debunking conspiracy theories or historical absurdities in a buddy-cop format. The series spanned three seasons through 2011, with episodes typically running 5-10 minutes and blending live-action sketches, props, and meta-commentary on tropes. Produced in-house with minimal budgets emphasizing writing over effects, it marked Cracked's shift toward serialized video content to complement its articles, drawing initial audiences through site embeds and early uploads. Expansion accelerated in 2010 with the launch of on July 19, a talk-show-style series created by Jack O'Brien and Daniel O'Brien, featuring a rotating cast including Katie McHugh, Soren Bowie, and Cody Johnston gathered in a set to dissect pop culture, history, and social issues via scripted monologues, improvised rants, and short sketches often critiquing media clichés or "ruining" childhood . Episodes, released weekly or bi-weekly, evolved from 10-minute formats to longer segments exceeding 20 minutes by later seasons, incorporating viewer Q&A and holiday specials while maintaining a irreverent, fact-based humor grounded in research from Cracked's editorial team. By 2014, Cracked had developed over 20 exclusive , including extensions like Rom.Com (starring Swaim in spoofs) and topical shows, with video output representing a substantial portion of site traffic alongside articles. These series, produced primarily in Cracked's studios post-2013 acquisition by E.W. Scripps, prioritized ensemble casts from staff writers for cost efficiency and in-jokes, amassing millions of views through cross-promotion on and the site. Original production halted in December 2017 following Scripps-mandated layoffs that dismantled the dedicated video team, shifting resources amid declining ad revenue from evolving digital markets. The final episode aired on November 20, 2017, concluding a period where video content had elevated Cracked's profile in online , though internal accounts later highlighted overwork and budget constraints as factors in the pivot away from ambitious scripting.

Suspension and Limited Revival (2018–present)

In late 2017, parent company E.W. Scripps initiated major layoffs at Cracked, eliminating nearly all positions outside the core editorial team and effectively suspending production of high-cost, live-action original video series such as After Hours. This shift prioritized low-overhead content formats amid declining ad revenue for video, halting the site's previous emphasis on scripted sketches and debates that had defined its multimedia output from 2009 to 2017. Video production remained dormant through 2019, with no new original series launched, as the site refocused on articles and repurposed clips. A limited revival began in April 2020, when comedian Jordan Breeding pitched and starred in Your Brain on Cracked, a desk-based rant series analyzing pop culture through pseudoscientific lenses, marking the first new scripted videos in approximately three years. Breeding produced episodes until February 2023, often featuring solo monologues with minimal production elements to align with constrained budgets. Parallel to this, the animated Honest Ads series—featuring salesman Roger Horton satirizing consumer products—continued sporadically post-layoffs, with new episodes released annually, including year-in-review specials for 2023 and 2024. This format persisted due to its reliance on and simple animation rather than on-location shoots or casts, sustaining Cracked's presence without restoring pre-2018 production scale. By 2023, supplementary video podcasts like Quorators—where hosts dissected eccentric queries—emerged, but these represented extensions of audio content rather than a broad resurgence of narrative video programming. Overall, the era has featured intermittent, cost-efficient outputs rather than systematic revival, reflecting ongoing revenue challenges in digital comedy video.

Extended Media Ventures

Cracked.com expanded its content beyond online articles and videos into print compilations and audio formats during its period of growth. These ventures capitalized on the site's humorous listicles and trivia-style content, adapting them for traditional media to reach broader audiences and generate additional revenue streams. Publications and audio series drew from the expertise of Cracked's writing staff, often featuring rewritten or expanded versions of web-exclusive material.

Books and Print Extensions

Cracked.com entered the book market with You Might Be a Zombie and Other Bad News: Shocking but Utterly True Facts, released on December 28, 2010, by Plume, an imprint of . The 320-page volume compiled humorous lists, illustrated facts, and satirical essays originally developed for the website, covering topics from to historical oddities. It emphasized visually engaging infographics and bite-sized entries to mirror the site's interactive appeal. Subsequent releases included The De-Textbook: The Stuff You Didn't Know About the Stuff You Thought You Knew in 2013, which parodied educational textbooks with debunked myths and unconventional explanations of science, history, and psychology. Published by Plume, the book featured contributions from Cracked writers and aimed to subvert traditional learning formats through exaggeration and empirical skepticism. These print efforts represented an extension of Cracked's core format, transforming digital listicles into tangible products, though sales data indicated modest commercial success compared to the site's peak web traffic.

Podcasts and Live Events

In 2013, Cracked.com launched The Cracked on the network, hosted by site contributors including and featuring rotating guests from the writing team. The weekly episodes blended trivia, pop culture analysis, and comedic riffs on historical or scientific topics, often expanding on article themes with audio-exclusive discussions. Distributed via platforms like and , it amassed thousands of episodes and listener reviews praising its irreverent tone before concluding around 2020, with archives preserved online. Live events formed a smaller component of Cracked's extensions, primarily tied to festivals and promotional appearances. The site hosted Cracked Live at the 2011 (SXSW) festival, showcasing performances and readings by contributors to engage fans in person. Such outings were infrequent, focusing on building community rather than recurring tours, and aligned with the site's pivot toward diversification amid online competition.

Books and Print Extensions

Cracked.com ventured into print media by compiling selections of its online humor articles into , aiming to capitalize on the site's popularity in listicle-style factual and . These publications adapted the website's irreverent, research-based comedic format—often debunking myths or presenting obscure knowledge—for a bound, offline audience. The first such , You Might Be a Zombie and Other Bad News: Shocking but Utterly True Facts, was released on December 28, 2010, by Plume, an imprint of . Spanning 320 pages, it aggregated articles from Cracked.com writers, covering topics like , historical oddities, and pop culture misconceptions, presented in a mix of essays, infographics, and quizzes. The content emphasized empirical over pure fiction, with claims drawn from verifiable sources to underscore the site's commitment to "shocking but true" revelations. A follow-up, The De-Textbook: The Stuff You Didn't Know About the Stuff You Thought You Knew, appeared on October 29, 2013, also via Plume, in a 224-page edition. This volume parodied educational textbooks, restructuring school subjects like and through Cracked's lens of contrarian facts and causal explanations, such as dissecting evolutionary adaptations or economic principles with data-backed humor. It positioned itself as a "brutal learning machine," prioritizing first-principles breakdowns over rote memorization. These books represented limited print extensions, with no further titles released under the Cracked.com imprint after , coinciding with shifts in the site's focus toward video and digital revenue streams. Sales data and critical reception were modest, aligning with the niche appeal of the site's audience, though they reinforced Cracked's brand as a purveyor of accessible, evidence-grounded amid broader media digitization.

Podcasts and Live Events

The Cracked Podcast debuted on August 19, 2013, as an extension of the site's humorous, fact-based commentary on , , pop culture, and current events, often featuring Cracked writers and guest experts dissecting topics with satirical analysis. Initially hosted by Jack O'Brien alongside contributors like Daniel O'Brien and , the weekly show evolved to include Alex Schmidt as lead host, producing over 200 episodes that blended trivia, anecdotes, and comedic riffs, such as explorations of or cultural phenomena. Episodes were distributed via platforms including , , and , emphasizing mind-bending revelations over straight news, with production continuing irregularly until at least 2020. Live events primarily involved in-person recordings of the podcast to engage audiences directly, starting with tapings at the (UCB) Theatre in , such as a 2015 episode on time travel paradoxes hosted by O'Brien with Dan and Soren Bowie. These sessions incorporated live audience Q&A and improv elements, extending the format's interactive style from Cracked's online lists. International expansions included a 2019 performance at the London Podcast Festival, where Schmidt hosted comedians and for discussions on British and global absurdities. Such events, though limited in frequency compared to studio recordings, highlighted Cracked's pivot toward multimedia experiential content amid declining , with announcements for additional UCB shows in the mid-2010s. No large-scale touring or non-podcast live shows were documented as core offerings.

Reception and Cultural Impact

Achievements and Positive Recognition

Cracked.com received acclaim from media outlets for blending humor with insightful . In a 2011 with Jack O'Brien, Mother Jones highlighted the site's evolution from its roots into a prominent online platform, noting its ability to deliver "uproarious and sage commentary" on contemporary issues. The platform achieved substantial audience growth in its formative years, establishing itself as a leading humor destination. By 2015, recognized Cracked's strategic pivot toward incorporating substantive journalism alongside its signature listicles, crediting this approach with broadening its reach while preserving comedic integrity, positioning it as a dominant force in web-based entertainment. Its video production efforts further underscored its success, with the YouTube channel accumulating over 900 million views and surpassing 2.6 million subscribers by 2020, reflecting sustained engagement through original series and short-form content. As of September 2025, the site maintains a top ranking in the humor category globally, with millions of monthly visits affirming its enduring appeal.

Criticisms of Content Quality and Business Practices

Critics have pointed to a noticeable decline in Cracked.com's content quality following the departure of key editorial figures and the layoffs, attributing it to a heavier reliance on freelance and user-submitted material that prioritized quantity over originality and rigor. Former contributors and observers noted a shift toward formulaic listicles optimized for traffic and headlines, which diluted the site's earlier reputation for witty, researched akin to its print magazine roots. This transition was exacerbated by the loss of in-house talent, such as Jack O'Brien in mid- and video producer in early 2018, who had shaped much of the platform's distinctive voice; subsequent articles were described as increasingly opinionated, repetitive, and less substantive, with reduced editorial oversight leading to inconsistencies in and humor depth. Business practices drew scrutiny for abrupt cost-cutting measures amid unprofitable expansions, particularly the heavy investment in that failed to deliver sustainable revenue. Acquired by in April 2016 for $39 million, Cracked expanded its video team and original series, but viewership and monetization fell short, prompting Scripps to write down approximately $36 million—nearly 90% of the purchase price—in November 2017. On December 4, 2017, the company laid off 25 employees, including the entire staff, writers Daniel O'Brien and Cody Johnston, effectively halting in-house video content and shifting operations to remote freelancers; this move was framed as a response to "subpar financial performance," but critics argued it reflected mismanagement of trends like ad-blocker proliferation and algorithm changes that eroded traffic. These practices contributed to internal morale issues and talent exodus, with subsequent ownership under Literally Media (post-2019) yielding only sporadic revivals of low-budget video series, underscoring broader challenges in sustaining ad-dependent humor sites amid market saturation. Former staff, in podcasts and public statements, highlighted tensions between creative priorities and corporate demands for rapid output, which prioritized short-term metrics over long-term brand integrity.

Controversies and Decline

Staff Treatment and Internal Conflicts

In December 2017, Cracked's parent company, the , laid off 25 staff members, including Daniel O'Brien, writer Cody Johnston, and the entire team based in . This action followed Scripps' decision to approximately $36 million—over 90 percent of its initial investment in Cracked—amid declining revenues. The layoffs effectively ended Cracked's original video series production, shifting focus to written content, and contributed to perceptions of abrupt and unceremonious terminations without prior warning to affected employees. Subsequent years saw ongoing budget reductions, with former executive editor Jason Pargin (writing as David Wong) remaining until February 2020 but describing a workplace marked by repeated cuts and chronic instability, where staff operated under the constant threat that "every day would be my last." Pargin's tenure involved managing these pressures while attempting to sustain operations, but the environment fostered uncertainty rather than overt interpersonal disputes. Anonymous employee reviews on , averaging a low 1.6 out of 5 rating from a small sample of submissions, have highlighted issues such as poor management communication and selective firings that disproportionately impacted contractors, female staff, and non-binary employees. These accounts suggest tensions between leadership and rank-and-file contributors, potentially exacerbated by financial pivots under Scripps' oversight. However, no verified lawsuits, whistleblower reports, or detailed public testimonies from former staff have emerged alleging systemic or , with allusions to executive mistreatment remaining vague and unsubstantiated in available records.

Market Saturation and Revenue Challenges

In the mid-2010s, the online humor and satirical content sector experienced significant market saturation, as platforms like , , and numerous SEO-optimized sites proliferated, intensifying competition for audience attention and ad dollars. Cracked.com, which had built its model on high-volume article production driving display ad revenue, struggled to differentiate amid this crowded field, where on viral content and algorithm shifts by social platforms like eroded organic traffic. Publishers dependent on social referrals saw page views plummet after 's 2014-2018 algorithm updates prioritized personal posts over media links, a trend that hit clickbait-heavy sites particularly hard. Cracked's revenue vulnerabilities were exacerbated post-acquisition by E.W. Scripps in April 2016 for $39 million, when the site reported $11 million in 2015 revenue and profitability under prior ownership. However, Scripps cited "subpar financial performance" by late , leading to a $35.7 million non-cash goodwill impairment charge in the third quarter and massive layoffs that , affecting nearly all Los Angeles-based staff writers and video producers. A strategic pivot to original video series, launched in 2009 but expanded under Scripps, proved unprofitable amid YouTube's 2017 ad revenue demonetization wave—triggered by advertiser backlash to controversial content—which slashed earnings for many creators and channels. Oversaturated video markets, coupled with inflated metrics from platforms like that misled investment in high-cost productions, contributed to operational downsizing, with Cracked suspending most video output by 2018. These pressures reflected broader digital media economics, where ad-blocking tools and falling CPM rates (cost per mille) compressed margins for ad-reliant publishers, forcing Cracked to rely on freelance contributors and scaled-back output rather than full-time teams. By , the site's traffic and revenue had declined sharply from 2010 peaks exceeding 1 billion annual page views, underscoring the challenges of sustaining a humor in an era of fragmented attention and platform dependency.

Key Contributors

Prominent Writers and Editors

Jack O'Brien founded Cracked.com in 2005 and served as its for over a decade, shaping its early direction toward humor-infused list articles and pop culture commentary. Under his leadership, the site expanded from a small operation to a major online humor destination, hiring contributors who emphasized irreverent, fact-based satire. O'Brien departed in 2017 amid corporate shifts following the site's acquisition by . Jason Pargin, writing under the pseudonym David Wong, joined Cracked early in its history and rose to Executive Editor, holding the role for 12.5 years until his departure in February 2020. Pargin's contributions included viral essays like "6 Harsh Truths That Will Make You a Better Person," published in December 2012, which drew millions of views for its blend of self-improvement advice and psychological insights grounded in evolutionary biology. His tenure emphasized quality writing over clickbait, influencing the site's editorial standards during its peak traffic years in the 2010s. Robert Brockway served as a senior editor and columnist, authoring pieces on , horror, and cultural critique while also publishing novels like the post-apocalyptic series. J.F. Sargent, another senior editor, contributed columns on and oddities, often under the nickname "Sarge," and helped maintain the site's focus on researched humor. John Cheese (pseudonym of Mack Leighty) was a longtime columnist from the mid-2000s, known for raw personal essays on , recovery, and , such as explorations of middle-class misconceptions about economic hardship published around 2012–2017. His work resonated for its firsthand accounts but ended amid 2018 allegations of workplace misconduct, after which he left the site. Other contributors like , who hosted video content, and Daniel O'Brien, a and performer, bolstered Cracked's presence in the 2010s before shifts in company priorities reduced such roles.

Leadership Transitions

In October 2005, Cracked.com launched its digital platform under the editorial leadership of Jack O'Brien, who assumed the role of editor-in-chief and guided the site's expansion from a companion to the legacy Cracked magazine into a standalone humor destination. O'Brien, previously a news producer at ABC and editor of satirical publication The Georgetown Heckler, oversaw a period of growth that included list-based articles, Photoshop contests, and early video content, transforming the site into a key player in online comedy. O'Brien departed as on June 5, 2017, after 11 years, transitioning to lead the division at ; the exit was voluntary and not due to dismissal or internal pressure. His departure followed the April 2016 acquisition of Cracked by from Demand Media for $39 million, which prompted significant internal restructuring including layoffs of video and writing staff, though O'Brien's role remained intact initially. Post-2017, Cracked shifted to a model with multiple senior editors rather than a singular , as evidenced by its staff listings featuring figures like Shea Strauss and Jesse Eisemann handling editorial duties. Subsequent ownership changes included Literally Media's acquisition in September 2019, which retained the existing editorial team without reported leadership upheaval, focusing instead on integrating Cracked into a broader portfolio of meme and entertainment sites. These transitions coincided with broader challenges in , but leadership stability under distributed roles has persisted into the 2020s.

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  98. https://www.polygon.com/2017/5/10/15609660/youtube-youtuber-ad-money-google
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  100. https://ultimatepopculture.fandom.com/wiki/Cracked.com
  101. https://www.cracked.com/blog/an-announcement-from-jason-david-wong-pargin-he-does-not-die-at-end
  102. https://www.cracked.com/blog/6-harsh-truths-that-will-make-you-better-person
  103. https://www.cracked.com/members/David%2BWong
  104. https://www.cracked.com/members/Robert%2BBrockway
  105. https://www.cracked.com/members/JF%2BSargent
  106. https://www.forbes.com/sites/michaelhumphrey/2012/02/24/cracked-john-cheese-on-dark-comedy-addiction-and-pen-names/
  107. https://www.cracked.com/blog/5-ways-middle-class-taught-to-despise-poor
  108. https://medium.com/%40coltalcove/a-brief-faq-about-the-current-cracked-mess-71e9bd386dbe
  109. https://www.quora.com/What-happened-to-big-Cracked-contributors-like-Swaim-OBrien-Stoll-and-etc
  110. https://gothamist.com/arts-entertainment/jack-obrien-crackedcom
  111. https://www.jacksonville.com/story/entertainment/books/2011/04/10/chatting-crackedcom-editor-chief-jack-obrien/15907825007/
  112. https://www.cracked.com/about-us
  113. https://www.cracked.com/blog/come-write-cracked-everybody21-it-pays-money21
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