Why is the tech powering the boards on 24/7 so lousy? No search feature, hard to embed content from other sites, sounds like the moderating tools were limited. If the community is what keeps the subscribers then why not improve the backbone of the community?
I have no fucking idea. The absolutely terrible software that 247 uses is one of the greatest mysteries I've ever encountered.
I'll start off with a couple of things I know and guess a bit from there...
1) 247 did not understand message boards in the least before they acquired Scout. They had message boards, but they were a ghost town at every site.
2) 247 was convinced that it was best to build their own software instead of using off-the-shelf message board software + customizations. My strong hunch is that this is a cost-saving measure.
You have to realize that for most 247 sites, they don't necessarily have deep communities of subscribers that populate a message board with a lot of discussion, much less enough folks who aren't subscribers to have free message boards. I'm not convinced the 247 actually sees the message boards as an important part of their mission, instead they focus on information procurement and distribution. The sites that do best over the long term are those who have deep communities of folks, but many of them are legacy communities that have existed for 20+ years now. As a site that started in 2010, 247 likely guessed (correctly) that they couldn't compete on the community aspect against the legacy sites and so they didn't build out the message board infrastructure needed for those communities to thrive.
IC is not like the standard 247 site for most other teams. Most of the sites do not have a terribly large or vibrant community of folks who discuss their teams, instead the focus is on inside information. And so that is where 247 focuses their attention.
My hunch is that 247 - as a network - doesn't derive very much of its revenue (or at least its profit) from message board participation and so improving the message board experience is not a particularly high priority. Sites like IC are very much an outlier within 247 and so in many ways what IC needs in terms of message boards and what the average 247 site needs are not at all aligned. My hunch is that the changes that 247 would need to make to have good message boards would be expensive to roll out over the whole network, so the goal is that the board software be "good enough" that it doesn't actively run off participants on the few boards where the message boards are well-populated, but that they're not going to sink real money into the software.