IMPORTANT MEDIA
A network of independent sustainability blogs in the long-tail-publishing era. Sold; now archived.
Important Media was a network of editorially-independent sustainability blogs — CleanTechnica, Treehugger-adjacent verticals, a long list of category-leading sites in green energy, transport, and policy — operated under a shared ad-stack and editorial backbone. We acquired several of the original Green Options Media titles I had founded earlier, layered in a cleaner editorial process, and grew the audience to mid-eight-figure annual pageviews before selling the network in late 2012.
The lessons of that chapter show up everywhere in the present work: editorial cadence over algorithmic chasing, mission-aligned advertisers over yield-maximizers, federation of independent voices over centralized house style. The internet of 2026 is rediscovering most of these lessons under different names. I am happy to have learned them the slow way.
Sealed but not erased. Listed here for lineage.