At least Burke hasn’t lost his ability to be a smug, I’m smarter than everyone person. He is the poster child for why Deadspin fell out of popularity. At some point, that persona and outlook on the world is exhausting. He was always looking for the next clip to try to deliver a one-liner as a constantly online person.
Constantly online person? That's his job. He's an expert in digital media and people pay him to find and archive video.
Deadspin was at its height with Burke a part of it. It built an audience of people who liked sports but were also not afraid to be cynical about sports culture. Turns out there's a lot of overlap with that audience and people who are cynical and critical of politics, culture, and media. Typically left-leaning people. No one returned to Deadspin because they stuck to sports. If you want talented editorial content that celebrates sports, you have plenty of other options. Did you ever see Burke's Sinclair Media video? It was a huge traffic driver for Deadspin yet has nothing to do with sports.
Deadspin's downfall truly begins when they were purchased by G/O Media. A very common story for media companies is their eventual sale to a venture capital firm that has little to no interest in the story or the mission of the properties they are buying. That was the case with G/O media and their CEO.
If you're really wanting to dig deep on this, I highly recommend former editor Megan Greenwell's article The Adults in the Room that describes just how exactly new ownership siphoned any value out of the company while simultaneously not understanding what they owned or how it worked. It's been scrubbed from the Deadspin site, but she does have it up on her own site:
https://www.megangreenwell.com/the-adults-in-the-room It also didn't help that a very common refrain when an athlete discusses anything remotely in the political arena, especially if it's left-leaning, is "stick to sports." Well, the staff took that and rebelled against the Stick to Sports mandate. G/O responded by firing the editor, and the staff resigned en masse. Burke had already left for other ventures by this point but remained friendly with that staff.
Or you can hear Burke talk about this situation himself in this interview with the Scripps School:
https://youtu.be/HSNP1iKH2SU?si=n4wztpZCpxP45PgM&t=693 Months later, they reformed under the company Defector, which is employee-owned and carries on much of the spirit of the old Deadspin. Despite launching during the pandemic, they've managed to survive and thrive. Deadspin had no constituency anymore. As a long term reader I jumped ship along with all the staff after the ‘Stick to Sports’ debacle. Without the original readers it really left only SEO optimized crap yet still remained a punching bag for the conservative opponents.