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Slate's founding editor Michael Kinsley has a nostalgic recount of Slate's first ten years; amidst the self-congratulatory high-fives, he explains that he feels like a real winner when people forget that Slate is a website:

But one measure of Slate's success is that being online is no longer central to its definition. Slate is now part of the journalistic establishment. When quoted or referred to in the media, it is no longer "Slate, the experiment in online journalism that Bill Gates is bankrolling for Mike Kinsley, who used to be somebody on television," or "Slate, the online magazine published by Microsoft," or even "Slate, the online magazine." It's just Slate. Like Time or Newsweek.

Actually, a Nexis-Lexis search for "Slate, the online magazine" turns up 159 instances in the past two years. If you loosen it up a bit and look for "online magazine Slate," you'll get 938 results over the same period. Searches for "Slate is like Time" and "Slate is like Newsweek" only returned one article: Kinsley's.

My History of Slate [Slate]
Related: Slate Wants to Bore You to Death Off-line Too