Dave Winer is encouraging bloggers (or really anyone with something to say) to post anywhere but Medium. He says that Medium is becoming a “consensus platform” for posting longform writing on the web, especially for people who don’t have a regular place to post. In doing that, Medium becomes a single point of failure, much like Twitter is for real-time short posts, or that Google Reader was for RSS. That means that Medium becomes increasingly capable of unilaterally changing how writing on the web works, for whatever purposes it desires. Medium could decide what you write, how it looks, who sees it, and whether or not you can take it elsewhere. And if Medium shuts down, you could lose everything you wrote.
Winer says that the reason people don’t just set up their own blog (even if they won’t write regularly) is because it feels wasteful to set up something and then not use it. This holds people back, even though a pure text blog takes up negligible space and bandwidth compared to videos or images. While he’s right about the minuscule size requirements of plain text, I think there’s more to users’ reluctance of setting up their own blog. There is a cognitive cost and mental overhead to setting up your own blog that Medium side-steps. To set up an blog on WordPress or Tumblr, you need to create a user account by providing a username, email address and password. Then you need to create the actual blog, by picking a domain name and title (and optionally, a theme). And then you can start to write.
Medium, on the other hand, lets you sign in via Twitter, automatically selecting your username and other account details (which you can change). After that you can just start writing. To be fair, you are asked to follow other users and tags, but you can just click a button and move on. That’s exactly what I did before writing this post. There are options to use Facebook and email to sign up as well, but I’m assuming they’re equally streamlined. To break free from Medium’s hold on casual writing on the web, a competing service would have to be just as streamlined and painless.
So how would one go about competing with Medium? First you need to reuse identity from some existing social network or identity provider. Second, writing and publishing a post would have to be super-simple. Finally, to address Winer’s concerns, the competing service should come from an entity whose main business isn’t written content, but somehow naturally falls out of (or can be built atop) the core service. Luckily, there is already a service that can do this: GitHub.
GitHub is a popular code-sharing and hosting service that is very popular with programmers (and increasingly, with non-programmers). By default, GitHub hosts repositories of code, but they have an adjacent service called GitHub Pages that hosts simple websites. As a GitHub user, you can create a specially named repository and any HTML pages in that repository are served as username.github.io. Anyone with a GitHub account (which these days, is pretty much anyone who writes code) can post writing to their own repository and have it be served as a webpage from GitHub. Now, this only completes one part of the puzzle, since there’s no Medium-like interface to actually write your posts. You would have to write your posts using a text editor and push them to your GitHub pages repo. However, such an interface could be created by anyone, not necessarily by GitHub. They would just need your GitHub credentials, temporarily, to post your writing from the editor to the repository.
In conclusion: part of Medium’s attractiveness comes from having a streamlined path to posting irregular writing on the Web, helping to make it a large and powerful platform for web publishing. GitHub Pages provides part of the puzzle to create a neutral competitor that offers many of the same benefits. All that is needed is a writing interface that uses GitHub pages as a backend.
I haven’t talked about the social media and promotional features of Medium. I’m not sure how to replicate them in the same fashion. My goal with this post was to propose an alternative to the publish-and-forget style that Medium allows, and I think GitHub Pages is a step in that direction. Since Winer published his post, Medium has posted a response that addresses many of his concerns. The takeaway from the response seems to be that if you’re afraid of Medium having too much control over your content, post to both your own blog and to Medium.