In June 2006, two men named Ian Bell and Dan Gaul launched a website from a quiet suburb of Portland called Lake Oswego, unaware they were building the engine that would eventually drive over 100 million page views every month. Digital Trends began as a modest operation focused on consumer electronics, but it quickly evolved into a media powerhouse with offices stretching from the Pacific Northwest to the heart of New York City. The company operates under the Digital Trends Media Group, a privately funded corporation that has expanded its reach to include Digital Trends Español for Spanish-speaking audiences and The Manual, a men's lifestyle platform. What started as a simple review site for gadgets has grown into a complex ecosystem of news, guides, videos, and podcasts that reaches approximately 30 million readers globally, with a significant portion hailing from the United States. The site's influence is such that third-party analytics from SimilarWeb recorded over 40 million visits per month by 2018, a figure that underscores its dominance in the tech journalism space.
Leadership And Evolution
The editorial direction of Digital Trends for nearly a decade was steered by Jeremy Kaplan, who served as Editor-in-chief from 2014 until his departure in May 2021. Under the guidance of co-founders Ian Bell and Dan Gaul, the site cultivated a reputation for thorough reviews and engaging content that covered everything from smartphones and laptops to home theater systems and video cameras. When Kaplan left, Andrew Martonik, formerly the Mobile Section Editor, stepped in as interim editor in chief, signaling a shift in the company's internal dynamics. The leadership team has also expanded to include industry veterans like Juan Garcia, who leads the Spanish-language division with an international team that includes Emmy Award nominee Milenka Pena. The company's growth was not just about numbers; it was about building a culture that could adapt to the rapidly changing landscape of technology journalism. In 2020, the company faced internal challenges regarding racial bias and harassment at company events, prompting CEO Ian Bell to publicly address the issues while noting his stance against cancel culture. These events highlighted the complexities of managing a large, diverse workforce in the tech media industry.Global Expansion And Awards
The year 2015 marked a pivotal turning point for Digital Trends as the site experienced a 100-percent increase in traffic, reaching over 24 million unique readers globally and more than 13 million U.S. readers. This surge in popularity was accompanied by strategic expansions into new territories, including the launch of Digital Trends Español in December 2014, which provided original reporting for Spanish-speaking consumers worldwide. The company also broadened its scope by expanding its awards program to include major international trade shows such as Mobile World Congress in Barcelona and IFA in Berlin. In addition to tech awards, Digital Trends introduced its first car of the year awards and Smart Home awards, reflecting the site's growing investment in emerging sectors. The company further solidified its business model by launching DT Design, an in-house creative ad agency dedicated to producing branded content and high-impact advertising units. These moves demonstrated a clear vision to transform from a simple review site into a comprehensive media brand capable of influencing consumer behavior across multiple industries.