Grantland and the (Surprising) Future of Publishing

The trouble with podcasts is that they are difficult to grow: while text can be shared and consumed quickly, a podcast requires a commitment (which again, is why advertising in them is so valuable).

That’s why the lesson to be learned from Grantland may be the exact opposite of what it seems: the problem isn’t that ESPN spent too much money on a web site that couldn’t monetize, it’s that the web site should only have been step one to a multi-media endeavor that converted visitors to fans willing to invest time in formats that can actually pay ... See more

Focused, quality-obsessed publications will take advantage of bundle economics to collect “stars” and monetize them through some combination of subscriptions (less likely) or alternate media forms. Said media forms, like podcasts, are tough to grow on their own, but again, that is what makes them such a great match for writing, which is perfect for... See more