""404 Media is made by humans for humans," the ad declares. At a time when many digital publishers are cutting staff or pivoting to AI-generated content, 404 Media has tried to differentiate itself by emphasizing original reporting and a direct relationship with readers. The company shared the commercial on Instagram, where it ultimately reached a larger audience than the broadcast itself. Until now, 404 Media had never paid for advertising. "There are tons of ads for AI and big tech this year, so how about some counter programming?" the company wrote in the post's caption."
"To air the ad, the journalist-owned company deliberately sought the least expensive option available. Reporters discovered that Ottumwa, Iowa-a town of 25,000 people-is the smallest television market in the country. There, 404 Media purchased a local Super Bowl slot for $2,550. It "still counts," the company wrote on Instagram, even though the ad's potential audience was far smaller than the outlet's 77,200 Instagram followers."
404 Media positions itself as a human-centered digital newsroom focused on original reporting about cybersecurity, surveillance, and technology's unintended consequences. The outlet emphasizes shaping public policy, exposing bad actors, and resisting AI-driven content. The company produced a Super Bowl commercial and deliberately purchased the least expensive broadcast slot in Ottumwa, Iowa, to minimize cost while still claiming the moment. The ad juxtaposed footage of tech figures with the four founders explaining their vision for independent journalism and was shared on Instagram, where it reached a larger audience than the local broadcast.
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