Post-pageview media
Over the past ten years, media companies have responded to their loss of audience by creating “viral” editorial that performs well inside the platform’s engagement-at-all-costs ecosystem. Predictably, however, quality editorial – the context journalists create for a living – rarely qualifies as viral.
John Battelle • John Battelle's Search Blog Marketers Have Given Up on Context, And Our National Discourse Is Suffering
Evolution of media from clickbait and traditional outlets to influencers, physical objects in video content, and opportunities in long-term vision.
TRANSCRIPT
You feed the beast and we co-opt media companies as a primary layer of distribution. And then as you get to 2019, 2020, media has really lost a lot of steam, but that's sort of the rise of the influencer and the content creator.
And that's when you start to realize like those groups are this new media companies. They have very similar incentive
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