What Media Must Do To Succeed

What Media Must Do To Succeed – John Battelle’s Search Blog.

 If a publication is going to succeed, it must be required reading for a core of influential people in a given market. At the end of the day, that is what matters most. It’s why Wired worked – lots of people may have wanted to read Wired, but a core group of them felt they had to. For four or so years, the same was true of The Industry Standard. And it was true of many of the best sites that aligned with Federated back in 2005-2010 – TechCrunchMashable, and GigaOm among them.

For me, the true test of a publication’s endurance is its convening power – does it bring together the most important people in a given community? If it does, it has the best chance of success, regardless of its overall reach or number of pageviews. Certainly it’s no guarantee of success – you still have to be deft and thoughtful when it comes to making money. But it all starts with that one simple question: Is it a must read? All else flows from that.

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