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“Fail fast, fail often” is the unofficial mantra of Silicon Valley. It reflects the ethos of the contemporary technology industry that encourages an unwavering focus on staying ahead of the curve and discovering the next big thing. This forwardlooking approach can lead to industrial amnesia—a collective forgetting on the part of the technology industry about past projects and failed initiatives. In this article, I draw on a research from a larger project on the history of the consumer privacy industry to advocate for the importance of studying failed companies and industries. I argue media industries research should resist the seductive pull of the popular or new that prevails in Silicon Valley to occasionally focus on those companies that have not achieved commercial success. Through a case study that examines the rise, decline, and reemergence of the infomediary model, this article considers the possible interventions available to media industries research when it attends to industrial failure.

Fail Fast: The Value of Studying Unsuccessful Technology Companies