Alternative Business Models in Media
It seems the stand alone website is for the really big content players, the ones that can scale. The rest of us should go to the big social media platforms and build an audience first: Twitter, FB, etc. That was some of the advice from a Daily News Innovation Lab panel of media types representing U.S. News & World Report, VC firm Lerer Hippeau, OpenX ad exchange and digital media trade group, Digital Content Next. These folks are in the trenches and shared their wisdom for how new and established content companies can survive and thrive.
Scaling was a big topic, because that’s what you have to do to attract advertisers. It’s a tough game, where everyone gloms onto the newest idea to attract an audience and make money. Video is that now but we know with more competition, eventually advertising rates will fall. Simple supply and demand economics.
Meanwhile, media companies pedal fast to create ‘the new.” Continue reading “The Problem with Scaling”