I continue to try and play with the layout and format of this newsletter. I’m not happy with the design options on Substack and almost want to just take this thing back to Mailchimp to have more layout options, but that may be a bit drastic. Let’s see how this one works.
On My Mind
I’ve been thinking a lot about the media landscape in the last six months since I left my role at Gear Patrol and started my own consultancy. So much has changed in a short period of time (and so much is ALWAYS changing in media). I’ve been working in this field since 2003 when I interned at the Boulder Weekly. It’s been twenty years!
Media is an industry that requires a certain fortitude for founders and during this time, the media landscape has always been challenging and relentlessly difficult for entrepreneurs.
With the demise of media darlings startups like Vice and Buzzfeed, the erosion of distribution platforms like Facebook and Twitter and the rise of AI, the current moment feels particularly uncertain. So many of the foundational pieces of media revenue have shifted over the last few years (after decades of disruption where things had already morphed entirely), so what’s a media founder to do?
These are a few frameworks I think we’ll see the media businesses of today and tomorrow leverage.
Niche - Whether it’s gardening, watches, cars, or cooking, creating a niche publication that caters to and taps into existing communities is the most effective way to build an engaged audience.
Built-in Commerce - Media companies that can sell goods don’t have to rely on inconsistent advertising streams. But this is another business and not an easy one for media people to take on. Affiliate linking is one way to half-step into commerce, but the affiliate landscape has become extremely competitive too.
Boring but High QualityB2B - B2B media is probably the strongest play for media entrepreneurs. Their audience has company money to spend on subscriptions and needs quality information to stay competitive. Pick something really boring, and cover it completely.
Talent as Creator and Distributor - With the demise of Facebook and Twitter as distribution tools for media companies, influencers and talent will play a new kind of role. Instead of just product-holding pitchmen and women on Instagram, talent will be given even more ownership to create and distribute content. Barstool Sports and Meat Eater are great examples of this model, but so are Puck and Semafor.
Events - Paid advertising has been murky for a long time. What is an impression really worth? What about a pageview? Events help solve this. They provide actual immersion into a branded space, discussion, or happening. They may not reach as many people, but they reach people with real impact and I think we’ll see more brands and media companies start hosting.
New Branded Content Models - Branded content has essentially been the same for almost a decade now and it’s ripe for reinvention. The New York Times was killer at innovating what a branded partnership could look like (Google Glass, Samsung 360 Cameras, etc.). We’ll see more of this deeper integration going forward. We have to.
What else am I missing? I want to hear what you think.
Here’s the week in content.
What I’m Reading
Islands in the Stream by Ernest Hemingway. His last book, and a piercing read for a father. Also, a perfect beach read.
What happened to Wirecutter? The Atlantic
Why brands like Patagonia and Nikon are using ad budgets to fund climate docs. The Drum
What AI Teaches Us About Good Writing. Noema
The Weird, Fragmented World of Social Media After Twitter. The Atlantic
I just ordered my copy of Field Mag’s photo zine. I think there might be a few left if you hurry.
On the Screen
This funny and highly enjoyable video from Noah Kalina and Blixbike.
Another great one from Yeti.
In the Headphones
Pachyman is filling a reggae deep hole in my heart the size of Puerto Rico that I didn’t know existed.
Ciao and see you in September,
John