He promised a serious commitment to online journalism in an age when content farms dominate and 80-year-old publications cut off printing.

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Web sites such as GigaOm, TechCrunch and Valleywag--with a few laptops, a web server and some hustle--are crowding into beats once dominated by trade publications and enthusiast magazines who rely on printing presses and full-time writers and editors.

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And unlike Primedia, say, which owns 86 specialty publications and can wield its size to reduce printing costs and wring efficiencies from cross-selling, Vulcan is often in danger of running on empty.

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