The future of media: networking
Posted by Evan Fell on November 19, 2007 at 12:44 PM
“The future of media is less about products - that is, controlling content and distribution - and more about networks,” Jeff Jarvis, a journalism professor at the City University of New York and a blogger said.
Jarvis feels that the media industry needs to use the Internet to network. He gives the example of Glam.com as the best such network that he has seen yet.
Glam.com has grown to the leading women’s brand online, with 23 million users. Glam attained this spot by creating a network. Glam gets 60-70% of its revenue from its network and not sites that it creates.
Most of Glam’s content comes from 600 sites owned by 400 independent publishers and bloggers. Glam then decides what the best content on each of these 600 sites is and publishes it on their own site.
“Glam’s rule is: curate more and create less,” explains Jarvis. Networks can do this by encouraging smaller sites to produce more. The way that works is through advertising. The big networks, such as Glam, sell ads on their pages and on the outside blogs. They share the revenue with those sites, enabling those smaller networks to sell ads they would otherwise not be able to.
“Niche sites need to be part of larger networks so advertisers can buy them easily. They need a platform to build on and if big media sites are smart, they will provide that platform,” explains Jarvis.
Source: Guardian Unlimited
Glam.com has grown to the leading women’s brand online, with 23 million users. Glam attained this spot by creating a network. Glam gets 60-70% of its revenue from its network and not sites that it creates.
Most of Glam’s content comes from 600 sites owned by 400 independent publishers and bloggers. Glam then decides what the best content on each of these 600 sites is and publishes it on their own site.
“Glam’s rule is: curate more and create less,” explains Jarvis. Networks can do this by encouraging smaller sites to produce more. The way that works is through advertising. The big networks, such as Glam, sell ads on their pages and on the outside blogs. They share the revenue with those sites, enabling those smaller networks to sell ads they would otherwise not be able to.
“Niche sites need to be part of larger networks so advertisers can buy them easily. They need a platform to build on and if big media sites are smart, they will provide that platform,” explains Jarvis.
Source: Guardian Unlimited
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