"In this essay, my interest is in how imagined media futures are implicated in the work of producing novel web publishing technology. I explore the issue through an account of the emergence of Slashdot, the tech news and discussion site that by 1999 had implemented a number of recommendation features now associated with social media and web 2.0 platforms. Specifically, I aim to understand the connection between the development of Slashdot’s influential content-management system (CMS) - an elaborate publishing infrastructure called “Slash” that allowed editors to choose reader submissions for publication and automatically distributed the work of moderating the comments sections among trusted users - and two distinct visions of a web-enabled transformation of media production.