This started out being a private update for Matt, but I decided it should be part of the record for the project, keeping in the spirit of how these things go, on the web and at A8C.
The development project
Adapting FeedLand to run on the VIP service, which is capable of serving millions of users, is the first time I’ve created software that runs at this scale.
In doing this work, I’ve gotten to know more about Automattic of course, and the more I learn the more I respect the company. It has a strong engineering culture, deep respect for users, other developers, and the open web. It’s probably the only company in the tech world that I could work with, at this time, on the kinds of projects I do.
The development has been interesting and challenging. I’ve never created a server product that runs at this scale, but it all makes sense. You can’t store data in memory or on local storage, you have to use SQL or static storage on S3. We’ve got almost all the core features in now at the database level, still a few more to go. I can’t believe how fast it runs in the VIP environment. At first there were some bottlenecks but Chris and Fernando were able to tune it up so that it runs amazingly fast.
We still have a lot of smoothing out to do, in the UI, and a few features left to implement for support (WordPress signin and Support Mode), but we can do that while people are using the system.
Making news a platform
The goal with FeedLand has been to make news a platform.
The products you make with that platform are news sites, or for WordPress, services within sites. A new feature to sell existing customers, one no one else offers. A way to extend their reach into their community with bloggers, and connections to other news orgs whose coverage is complementary.
The idea is that news has been a standalone thing, few connections between news orgs, or groups of bloggers, all that energy went into social media apps, and they were dominated by the big pubs. No surprise really, just lots of confusion.
The feeds ecosystem and Automattic
The big picture is that I’m setting up shop to restart development on the feeds ecosystem and economy, where we left off 1.5 decades ago, and we’ll do it first with the products in Automattic. Same way I did it in the 00s with UserLand products and Scripting News. We can move forward because we had all the pieces, content production, reading and content itself. We could innovate without getting permission. Today’s Automattic is incredibly well positioned to do this, and you’ve organized the company, and given me help from experts. It’s starting to work as I hoped it would.
As I’ve learned about your organization I’ve seen opportunities everywhere. Christie and Chuck are leading us. Also with Pocketcast, for editing lists of feeds on the desktop so you can arrange your subs where you have all the info on the web, for remote listening. This imho has been a missing feature in podcasting since the beginning.
So we start with the ecosystem that Automattic is, use that to launch into the news and developer worlds. Creating products for new ways to distribute news that take into account all the changes and opportunities that the web has created.
Embracing the new role of social media
I see tremendous opportunity now that the social media world is reorganizing, and many of the products support feeds or are open enough so that support has been added by developers, notably Mastodon and BlueSky. It’s a good time for innovation, creating new APIs and products, to make news more useful to more people, and to help foster growth in blogging and journalism, and to foster a new developer community for news products.
Writing about this project publicly
I’m getting ready to write about this project on my blog. Nothing but good things to say about the work we’ve done so far with the Automattic people.