??Your November update: The Creator Conundrum
A note from our new Managing Director
The news and media industry is unfortunately familiar with distribution challenges and disintermediation. Indirect access - via social, search and aggregators - has been on the rise for many years and has placed significant pressure on the business model of news and information.?
What’s new is that news and media organisations are increasingly being ‘eclipsed’ by creators and influencers on these platforms. Arguably this is no surprise given that younger people (who spend time on socials) prefer individuals over brands, engaging storytelling formats and informal language. At the same time, resource constraints that have previously hindered creators’ ability to compete with the professionalism of mainstream media are beginning to be eliminated by Generative AI (for script writing, multi-format creation and many other use cases).
This phenomenon is what is at the heart of the ‘Creator Conundrum’ for established media brands:
The answers to these questions are complicated and contextual. From our perspective, we are seeing traditional media brands (like the FT) pivot to a model where their social output resembles something more akin to a creator network; whereas other newer brands, like Puck, are placing the creator at “the heart of the business equation”. Morning Brew’s creator programme - that allows independent personalities to work for the company full time while maintaining separate and distinct products and brands - is another model that we are watching closely.?
We strongly believe that the ‘Creator Conundrum’ will be one of the defining next chapters in the transformation of the news and media business. Although another ‘transformation’ doesn’t sound appealing for an industry in constant flux, it also represents an opportunity to build deeper relationships with new audiences.
As always, our aim is to provide you with the tools and knowledge needed to thrive in today's challenging market. I hope you find this month’s resources below both insightful and actionable, and as always, please let us know if you require any further information or assistance here.?
Best wishes,
WEBINAR
Beyond Print: How News Publishers Can Build Sustainable Profit
Thursday 18 November, 10am EST / 3pm GMT
With news publishers facing increasing pressure from rising costs and declining print revenues, it has become critical for organisations to rethink their approach to operational efficiency and sustainability.
Join us for this free webinar, where we will discuss practical methods for streamlining operations, reducing costs, and driving sustainable growth while maintaining the high-quality journalism your audiences and communities rely on.
Recommended Reading:
On Corporate Strategy:
On Revenue Growth:
On Operational Transformation:
On Data, AI & Tech Advisory:
OK Bo?tjan Dolin?ek
Traditional media is important and needed. Collaborations could work well. Tech/AI has benefits but print media is reliable. I can always go back and pick up an old paper. I cannot always do the same with a website or app. The page may not load.
Absolutely loved this edition, Joanna. I’m super bullish on the creator network bit that you mentioned. Building something on those lines here in India. ;)