THE MARKETER QUARTERLY WINTER 2016 38 | MQ
OVER THE LAST FEW YEARS, the world has rapidly changed, and it con- tinues to do so. How and where we con-
sume information and entertainment, whom we
trust, who entertains us, and—probably most of
all—how all of this gets produced and distrib-
uted, have all gone through significant evolution.
These changes left media companies reeling,
trying to put together a path to the future. Mar-
keters who have relied on big media buys are
left scratching their heads, packing their bags or
finding ways to keep themselves relevant.
During this change, the scale to which social
networks have grown is mind boggling. Under-
neath them, simultaneously exposed and well
hidden, is the infrastructure to build new media
properties and have content reach audience at a
scale and speed we have never seen previously.
At its core, key assets are becoming key liabilities and visa versa. What worked last year is not necessarily the right path this year. This two part overview takes a quick look into assets and liabilities for 2016.
WRITERS & EDITORS
Today is an awesome time to be a great writer. More than ever, any piece a writer produces has the chance to be seen by millions. The adblock-ing reality is incredible. Writers are becoming the lifeblood of new media properties and the brains behind new marketers; they leverage data-driven insights to help produce content that will turn a slogan into an editorial thesis and a campaign into a movement.
Video editors have never had things so good. What was previously cost-prohibitive and difficult to scale has been turned completely on its head. Facebook’s “year of video” in 2015 took the strength of You Tube and made video tremendously more important to media companies. Video has turned from an attractive distraction to a must-have for new media properties. The video editors and producers who have deciphered this magic equation are reigning.
The era of media companies as technology companies is over. Inside some of the hottest companies, cultural wars are waged between those who want to build custom technology versus those who want to use and take advantage of the platforms in savvy ways. If you’re still building custom websites that are mobile first and experiences on top of open source frameworks, you probably have a significant cost overhead and find yourself struggling to maintain audience and revenue.
Media companies that succeeded in 2015 include: Elite Daily, ViralNova, Business Insider, the Dodo, and Higher Perspectives. Those that will triumph in 2016 will be the super savvy organizations that find ways to be lean on technology. MQPaul Berry is CEO of RebelMouse
2016: PART ONE
BY PAUL BERRY