Looking at the struggles of Old/Big Media to leverage online (e.g. investments/partnerships with digital talent, MCNs, publishers, crowd-sourced stories), I keep coming back to metric differential and comprehensibility...
4MM YouTube subs, 65MM monthly visitors, 1MM avg viewers, 22MM followers
All of these #s sound huge, especially v traditional metrics (ratings, circulation, distribution, etc.)
But this makes context/comps critical + ability to correctly predict conversion to other mediums
By and large, no one did this successfully. They were too excited by the numbers, didn't realize they were less rare than they seemed, and often due to platforms delivering the traffic.
It's not just about shifting audiences online to off
You can follow @ballmatthew.
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