![]() ![]() A programming platform also enables rich and predictable ways to make money to support quality journalism and storytelling. Content in the Facebook newsfeed is generally consumed through serendipity, not intent, making it less natural to grow loyal audiences to any given media brand. A programming platform allows for brand loyal audiences to be built. However, even though the company has made efforts in the right direction, they still need to become a more reliable programming platform. ![]() As I mentioned in our all-hands in December, well before their announcement about algorithm changes, we had already made a decision to scale back our native programming on Facebook.įacebook has obviously changed the way billions of people around the world connect and share. We are not dependent on any particular partner, including Facebook. Our growth has occurred on our websites and across many media platforms we count as partners. All of Vox Media’s properties grew their audiences by double-digits year-over-year off big bases: SB Nation (+31%), The Verge (+86%), Polygon (+61%), Vox (+21%), Eater (+26%), Racked (+42%), Curbed (+42%), and Recode (+33%). Per Comscore, our owned and operated domestic audience is larger than any other content company that has started in the past decade, considerably bigger than any of our modern media peers, with a bullet. Our unique approach to building big, trusted multi-media networks in major categories on a united monetization and product technology platform allows us to grow deep where others have faltered by scaling shallow. We are the leading programmers for a new generation of consumer, building brands that serve audiences and marketers across all relevant media types and platforms. Quality at scale is a hard thing to accomplish, but we have. Even the biggest media conglomerates are bulking up as is evidenced with the recent slew of mega-mergers. Scale also enables diverse business models such as our fast growing TV and live events businesses. In the advertising business, scale is essential to merit the sustained commitment of marketers who need to reach audiences. Quality without scale often yields some amazing work, but generally doesn’t support the sustained breadth and depth of rich programming, strong journalism and product innovation that we seek to achieve. We’ve seen too often how workplace cultures that scale without the right values lead to toxic environments. Of course, quality applies to how we seek to grow our culture too. Likewise, digital advertising has seen the demise of large ad networks that were built on pushing lousy formats in as many places as possible over brand building and performance. Their growth tactics have evolved from content farms and SEO or social feed gaming, to slideshows and three-second captioned Facebook views. Many companies in our space have pursued scale without quality. Over the past several years, our company has emerged as a leader in a cluttered media environment by successfully aligning two objectives: quality and scale. I wanted to take a moment to share some of my thoughts on the state of our business, where we’re headed, and how we will keep our growing, thriving company a success.įirst, a recap. ![]() I’ve had a lot of good questions lately about developments in our industry and what they mean for us, particularly around Facebook’s flurry of recent announcements as well as the reports of other companies facing financial turbulence. This morning, Chairman & CEO Jim Bankoff shared thoughts on the state of the industry and our company with Vox Media staff. ![]()
0 Comments
Leave a Reply. |