You create shit - The Verge Co-Founder Joshua Topolsky Explains Why Your Media Business Sucks

Being a digital media business is the big thing right now. Like Vox. Or Gawker. Or BuzzFeed. Or Hypebeast. Or VICE. Or Mic. Or whatever Elite Daily is supposed to…
You create shit

The Verge Co-Founder Joshua Topolsky Explains Why Your Media Business Sucks

Being a digital media business is the big thing right now. Like Vox. Or Gawker. Or BuzzFeed. Or Hypebeast. Or VICE. Or Mic. Or whatever Elite Daily is supposed to be. Now former The Verge Editor-in-Chief and Co-Founder Joshua Topolsky explains on his Medium blog why most media businesses suck and why they won’t succeed in the near future.

“Your problem is that you make shit”, Joshua writes. “Cheap shit. And no one cares about you or your cheap shit. An increasingly aware, connected, and mutable audience is onto your cheap shit. They don’t want your cheap shit. They want the good shit. And they will go to find it somewhere. Hell, they’ll even pay for it. Human beings exist, and we are not content consumption machines.”

But, why? “The media industry now largely thinks its only working business model is to reach as many people as possible, and sell — usually programmatically, but sometimes not — as many advertisements against that audience as it can”, he adds. “If they tell you otherwise, they are lying. They are also wrong, I believe, in the long run. Content makers will die.”

So, what’s the solution? “Compelling voices and stories, real and raw talent, new ideas that actually serve or delight an audience, brands that have meaning and ballast; these are things that matter in the next age of media”, Joshua summarizes. “Thinking of your platform as an actual platform, not a delivery method. Knowing you’re more than just your words.”

Thanks to BuzzFeed & Co. panicky journalists from around the globe thought cheap, stupid, clickbaity bullshit was the future of their guild. And they tried to jump on the bandwagon regardless of the consequences. Now they have to deal with what they’ve done to the internet and their mistrusting customers. Click here to read Joshua Topolsky’s full blog post.

Clickbait

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