[1][3][4] The site's founding was born out of the increasing difficulty faced by universities in publicizing their research through traditional news outlets.
"[5] By 2011, the site had set up deals with the news aggregators Flipboard and LinkedIn Pulse to share Futurity's content on their platforms.
[5][7] Earle Holland, the assistant vice president for research communications at Ohio State University, criticized Futurity in an article for the Winter 2009/2010 issue of ScienceWriters magazine.
"[5] In an article published in Seed, Evan Lerner accused Futurity of "...blur[ring] the line between reporting and public relations".
He also argued that "Futurity’s emphasis on presentation and social networking might help get science information in front of new sets of eyes, but it’s unlikely to bridge the gulf between experts and the scientifically illiterate.