The media has entered a less-is-more era
The media has entered a less-is-more eraThe media industry needs to adapt to the post-scale reality it now finds itself in.Welcome! I'm Simon Owens and this is my media industry newsletter. If you've received it, then you either subscribed or someone forwarded it to you. If you fit into the latter camp and want to subscribe, then you can click on this handy little button: Let’s jump into it… The media has entered a less-is-more eraAbout a decade ago, the writer John Herrman published an ongoing series at The Awl titled “The John Oliver Video Sweepstakes.” Here’s how he described the column:
Of course, this phenomenon wasn’t sequestered to John Oliver videos; Herrman was describing a much more pervasive trend that governed the entire media ecosystem at the time. On any given day, hundreds of 20-something, entry-level journalists employed across dozens of media outlets would churn out multiple posts a day that did little more than aggregate videos and images that had been deemed “viral worthy.” Many of these posts never went viral; in fact, the publications were engaging in a numbers game that assumed that only a small handful of articles needed to win the Facebook algorithmic lottery — which would trigger a traffic windfall that could generate millions of page visits — in order to subsidize the entire operation. Under this dynamic, the more posts an outlet published, the more likely it was to win the Facebook lottery. And because these traffic windfalls were both gigantic and unpredictable, the publishers needed a way to capitalize on them before they went away — hence their embrace of open programmatic advertising, which could supposedly scale up advertising demand to a degree that was commensurate with the rise in traffic. By writing his John Oliver Video Sweepstakes column, Herrman was documenting the silliness of the era, but now, with the benefit of a decade’s worth of hindsight, it all seems especially absurd. How could we not realize back then that these armies of 20-somethings were producing no additive value? And why did it not occur to us that Facebook could turn off the traffic spigot just as easily as it had flipped it on? Regardless of the media’s past mistakes, it’s clear that the industry needs to adapt to the post-scale reality it now finds itself in. Meta and nearly every other major tech platform are sending less and less traffic to publishers, and programmatic adtech has demonstrated a consistent ineptitude at generating meaningful revenue for high-quality outlets. We’ve entered the less-is-more era of media in which publishers must decrease their content output, de-prioritize driveby traffic, and focus instead on better monetizing their core audiences. This means less reliance on programmatic advertising and more emphasis on direct-sold ads, subscriptions, and live events. Just about everywhere you look you see publishers embracing this less-is-more ethos. Earlier this week, for instance, Digiday reported that BDG has drastically decreased its content output — dropping from 150 articles a day to around 40 — in pursuit of deeper engagement with its audience:
As part of this strategy shift, BDG is leaning into more bespoke advertising products, including sponsored content and live events:
Then there’s The Atlantic. In the early 2010s, its website was almost entirely ad-dependent, and it ran its own viral content-mill called The Atlantic Wire. Over the past few years, it’s completely reoriented its media operations to focus on publishing longer, deeply-reported pieces that are monetized largely through paid subscriptions. As a result, it recently announced it had crossed the 1 million subscriber threshold and achieved profitability. As the WSJ reported:
Most of its revenue now comes from paid subscriptions, but it’s also moved away from programmatic ads, focusing instead on direct-sold sponsorships and its growing events business. There are also now more media startups that were founded on the less-is-more principle. The Information, for instance, expressly steered away from publishing commodity tech news, choosing instead to devote all of its resources to original reporting. Puck is another outlet that eschewed virality in favor of publishing a handful of features each week. That’s not to say that all publishers have given up on the notion of virality — or uninstalled their programmatic adtech, for that matter — but it’s clear that they no longer view the pursuit of infinite scale as a viable business strategy. The John Oliver Video Sweepstakes were the result of a mirage that tricked media companies into thinking that they were building an audience instead of renting it. Now that the veil has been lifted, they can focus on the metrics that really matter — homepage visits, newsletter signups, subscriptions — and build businesses that aren’t as vulnerable to the vicissitudes of a handful of tech platforms. What do you think?
Quick hitsThis survey indicates that most podcasters who post their episodes to YouTube are simply uploading an audio file with the logo as a static image. That sort of content just doesn't perform well on YouTube. [The Podcast Host] I just don't get the anxiety over tech CEOs bypassing traditional media outlets to go on friendly podcasts that are unlikely to ask them tough questions. It's still entirely possible to engage in adversarial journalism about Meta without having direct access to Mark Zuckerberg. The best journalists cultivate sources within companies, and there's still a robust market need for that sort of journalism. [Bloomberg] This is a good profile of a UK-based YouTube channel that specializes in explainer journalism and is profitable. [Press Gazette] This is a great overview of how the sports media space has been completely transformed by the introduction of athlete-hosted podcasts. CJR takes a pessimistic stance that this is crowding out real sports journalism, but I actually think it's great that these athletes are capitalizing on their stardom and extending their careers. [CJR] A popular YouTuber is releasing a film in theaters without the distribution help of any major Hollywood studio. If it succeeds, then that’ll be a huge milestone for the Creator Economy. [Publish Press] Platforms like Threads, Bluesky, and Mastadon get a lot of attention for being Twitter alternatives, but I actually suspect that LinkedIn was the biggest landing pad for the Twitter diaspora —especially those who used Twitter to post about business-related content. [Techcrunch] I have no idea if YouTube is actually worth $400 billion, but it's well on its way to being the biggest video-based business of all time. It's already generating $45 billion a year and is only trailing Disney and Comcast at this point. [Business Insider] I'm a huge advocate for creators getting paid more, but I'm also pretty skeptical of any legislation that tries to establish rates for creator payouts. This is just legislative rent seeking. [Business Insider] Want a daily dose of media industry news?I only send this newsletter out twice a week, but I curate industry news on a daily basis. Follow me on one of these social platforms if you want your daily fix: You're currently a free subscriber to Simon Owens's Media Newsletter. For the full experience, upgrade your subscription. |
Older messages
How Andreas Sator built one of the most popular podcasts in Austria
Wednesday, March 27, 2024
PLUS: Meta's pivot away from politics is hurting right-wing media the most. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
How Political Wire built its successful subscription offering
Tuesday, March 26, 2024
When Taegan Goddard launched a paid subscription product for his blog Political Wire, he had been running the site for close to 16 years. By that point, the site was attracting millions of pageviews
How to grow your audience in a post-Facebook world
Friday, March 22, 2024
PLUS: Posting podcast clips to TikTok doesn't always drive more podcast downloads. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
Is it time to reinvent the newswire?
Thursday, March 21, 2024
It's hard to justify an AP subscription when all your media competitors are just a click away. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
The media isn't getting its election bump
Friday, March 15, 2024
PLUS: How Tom Arbuthnot built Empowering Cloud, a media company focused on Microsoft cloud products ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
You Might Also Like
QAnon Was Born Out of the Sex Ad Moral Panic That Took Down Backpage.com
Sunday, April 28, 2024
For years, the political establishment opportunistically railed against sex trafficking. Then came Pizzagate. Most Read QAnon Was Born Out of the Sex Ad Moral Panic That Took Down Backpage.com Trevor
Monday Briefing: Plans for Gaza’s future
Sunday, April 28, 2024
Plus, European countries crack down on China's influence. View in browser|nytimes.com Continue reading the main story Ad Morning Briefing: Asia Pacific Edition April 29, 2024 Author Headshot By
Guest Newsletter: Five Books
Sunday, April 28, 2024
Five Books features in-depth author interviews recommending five books on a theme Guest Newsletter: Five Books By Sylvia Bishop • 28 Apr 2024 View in browser View in browser Five Books features in-
GeekWire's Most-Read Stories of the Week
Sunday, April 28, 2024
Catch up on the top tech stories from this past week. Here are the headlines that people have been reading on GeekWire. ADVERTISEMENT GeekWire SPONSOR MESSAGE: Science Firsthand: Learn how Bristol
🍿 The Hardy Boys on Acid
Sunday, April 28, 2024
Plus: 'The Lord of the Rings' Extended Cut is returning to theaters.
10 Things That Delighted Us: From Cardboard Bed Frames to Compact Makeup Stacks
Sunday, April 28, 2024
The most useful, thoughtful, and just plain fun things we uncovered this week. The Strategist Every product is independently selected by editors. If you buy something through our links, New York may
LEVER WEEKLY: Pentagon Grifts And Zombie Pipelines
Sunday, April 28, 2024
From insurance meltdowns and zombie pipelines to Pentagon grifts, here's all the news from The Lever this week. LEVER WEEKLY: Pentagon Grifts And Zombie Pipelines By The Lever • 28 Apr 2024 View in
Birds
Sunday, April 28, 2024
So hot right now ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
An urgent deadline is looming, and we’re short
Sunday, April 28, 2024
No donation is too large or too small. If there's one thing we've learned in the decade since The Intercept was founded, it's this: When you're taking on the biggest and most powerful
☕ 24/7
Sunday, April 28, 2024
Should the stock market be open 24 hours? Presented by ZitSticka April 28, 2024 | View Online | Sign Up | Shop The Spiral Bookstore in Guangzhou, China. John Ricky/Anadolu via Getty Images BROWSING