Poynter's deep dive into digital media consolidation PLUS Why Recount chose Twitch and why your newsroom might choose Twitter Spaces

April 14, 2022

Poynter has a very good look at consolidation in digital media through the lens of Vox. Like all fledgling business sections - think of the number of automakers that existed in the early days of cars and think about how rapidly that high capital business shook out - there has been a rather rapid consolidation in national digital media brands in the past two years. It's how markets generally work, and it helps (but does not totally) explain the flurry of VC money that flowed into digital media six to eight years ago. Investors were looking to bet on the company that would grow quickly enough to become the consolidator, but there was also money to be made in those smaller companies that were gobbled up by consolidators. It also explains the increased level of investment now.

Poynter looks at business model for the consolidator. A couple of things jump out to me in the piece. "“If you think about the (Vox Media) editorial brands, I think of those as verticals, and I think of audio and podcasts as a horizontal that cuts across the entire company,” Ray Chao, general manager of audio for Vox Media, said. It's interesting to think of formats as horizontals, and from a management standpoint, it makes me think about similarities and differences of the format horizontals within the verticals. Good piece for media managers and watchers alike.

Of course in digital media, you have the publishers and then platforms, which can become a rather blurred distinction when you have a player like Substack. The newsletter company has become quite a creator darling, luring many journalists to leave the stability but also strictures of working for an outlet to try to become one of the major players in newsletters. Now, they are looking for their next area growth and worrying about competitors.

John Battelle is always one to watch, and he and John Heilemann's Recount has launched a show on Twitch. Battelle's reasoning for using the live-streaming platform of games for a news show is very interesting to consider. He said:

The Recount team chose Twitch as a platform to launch their live streaming show because it’s "the most evolved platform for community and audience interaction” — with a mix of revenue streams that allows for streamers to make money directly from their community as well as via advertising.

PLUS Why your newsroom might want to use Twitter Spaces. TikTok shares tips on how to maximise content performance on its platform. Dentsu is using something called "attention metrics" and I'm really curious about the details. Meta uncovers its plans to dominate the metaverse, which may hit a roadblock of audience indifference. More details on CNN+'s struggles to attract an audience.

Digitally-focused media companies are consolidating brands. What benefits will be reaped from those actions remain to be seen.

The publishing platform’s founders want Substack to be an “alternate universe on the internet.” But it faces copycat rivals, an exodus by writers and a need to move beyond newsletters.

The Recount's three-hour-long daily live news show wants to encourage discussions with young viewers and draw in brand marketing interest.

The social audio feature has given news organisations like The New Statesman and Tortoise a way to chat with their audience about the stories they are keeping a close eye on. But the possibilities do not end there

Social Media Today

Dentsu Deploys 'Attention Metrics,' Begins Transacting On It - 04/14/2022

I have to admit to being fascinated and very curious about what makes up these metrics and how they are measuring it.

Social Media Today

The paltry audience casts doubt on the future of CNN+ following the recently completed combination of Discovery and WarnerMedia

A new survey suggests that most Americans’ feelings about the metaverse can be summarized as “meh” — but younger generations are open to experiencing concerts and sports events live in virtual real