Reaching out to customers. Potential and existing.
There was advertising.
There was sponsoring.
There also was Commercial Brands creating their own media brand, such as (sources: Axios):
- Podcasts: Brands like Blue Apron, Slack, Away, Shopify and Casperhave created their own podcasts to market to consumers directly.
- Magazines: Dollar Shave Club most notably launched MEL Magazine in 2015. Fashion retailer Net-a-Porter has its own magazine (Porter), as does Red Bull (The Red Bulletin Magazine).
- Books: Payments company Strike published its first book last year and has more in the pipeline.
- Media divisions: SoulCycle launched a 20-person media team in 2018. Goldman Sachs has built a robust media division that focuses heavily on podcasts.
Now, Brands buy Media Brands
Robinhood, a trading app (raised $110M in 2017), instead of creating its own brand like seen above, is buying one: MarketSnacks , a newsletter and podcast media brand focused on financial trading. An interesting evolution for the media industry. Imagine, Nissan buying Car and Driver? Yes, I hear you. Jeff Bezos owns the Washington Post, but it’s not Amazon and WaPo is not a straight coverage for Amazon either.
All about transparency.
As written, trust in Media will come back with Privacy and Transparency. As long as you are aware of who is behind a Media, (or political orientation, or depth of expertise…) the content will be educational and useful as long as you accept the profile of the media.
If you are in Paris on April 11th, 9-11am, come and see us! Registration here.