An article by Joshua Auerbach over at GIGAOM titled “New Media Demands a New Kind of Media Company” obviously attracted my attention. Even before the page loaded my brain was saying, I wonder what of new media company is he going to suggest. As you know I think I run a pretty special “New Kind of Media Company” as I was reading the article one specific sentence jumped out at me.
What caught my attentions was this:
“Content producers still seek privileged access to distribution”
This is so true, I am always hearing new media creators complaining that they are finding it very hard to break out, and that they need advice on how to get Apple to feature them on iTunes, (good luck with that as they never have featured my show either) or that they are looking for avenues to get their shows distributed wider. While the number of online venues are growing today, it is nearly impossible to break out on some of those major sites.
There is hope though, the key is teaming up with other media creators that are creating similar content. Affiliation with similar shows help the collective grow together. Sadly to many shows today want to go it alone, they think they don’t need to partner up with other shows.
Over the past five years I have learned one very important lesson, teaming up and providing a central location for similar content reaps vast rewards and is one of the reasons my team at RawVoice continue to partner up with topic leaders and develop and launch vertical sites that allow media creators to affiliate with similar shows and have access to world class tools that help them grow audience share and gain attention and exclusive distribution many seek.
While the article over at GIGAOM talks about the media conglomerates of the world the new media masterminds that I work with, feel that we are being that “New Kind of Media Company”.