TLDR: Brand name alone is no longer the moat when audiences are following specific people across platforms.
Google Zero killed the open web, ChatGPT isn’t replacing lost traffic, and superstar talent is a phenomenally difficult business. Digital media companies trying to stay upright are belatedly turning to creator-first subscription platforms in search of sustainable, niche audiences—without realizing that they’ve seen this movie before.
Interesting read, agree with this.
Talent has always been a differentiator, but it’s far more significant asset in an era when traffic is forever eroding and an entire business model is slouching toward extinction. Which is also why media executives—many of whom have been revisiting Kevin Kelly’s 2008 essay on how 1,000 “true fans” can be more valuable than 1 million “lesser fans”—are convinced the industry’s future is not only star-based but niche.
One of the many reasons why these places like Vox, Condé, and a whole bunch of others have been in this loop of layoffs and reorgs, even when their content brands are culturally strong. Being a talent creator is far bigger differentiator then being a talent harborer. Optimize for the outcome not the end result.
Building up is different than Building out.
SN actually makes a ton of sense in this regard because of the inert-ability of zaps and community.