Tag: media observations

Online ads are stuck in the ’90s

The Outline’s Josh Topolsky waxing eloquent on Recode Media podcast:

The TV ad works because it’s good for TV. The magazine ad works because it’s good for magazines. You know what Instagram and Snapchat and Facebook (to some degree) and Pinterest figured out? There’s an internet ad that works really well, it just isn’t the box that is on every website.

Figuring that out is the key to unlocking what advertising should be on the internet, and the key to unlocking what good advertising looks like, and very few people have done it well. Almost no one – I would say zero – publications have built a system that is holistically, like from the ground up, designed around the marriage of both interesting, digital-first content and interesting, digital-first advertising.

Nailed it.

The Outline isn’t for everyone, and that’s by design. Their content/ad strategy has been super fascinating to watch, especially in connection to the media manifesto Topolsky published in 2016. It appears to be going very well indeed.

It’s been doubly interesting to compare The Outline to the launch of The Ringer, Bill Simmons’ media company, which he spun up after breaking from ESPN. The Ringer launched on Medium first to minimise their launch runway, but moved to the Vox media stack less than a year later. The Ringer is a heavily staffed blog, and I think it can be safely argued that their written content is not particularly compelling or well presented, and there has certainly been very “bog-standard” approach to advertising (with Vox handling the ad sales after the move).

Now – all that said – in addition to the site, The Ringer has a hugely successful podcast network with Bill’s podcast alone estimated to be bringing in around $50,000 per episode. Simmons is clearly leaning heavily into podcasting (as well as experimenting with a variety of video stream/show formats), with the development of the site and it’s associated ad strategy taking a relative back seat.

None of this is zero-sum, of course. There’s room for a lot of ‘winners’ in the online media space. But watching it all unfold is a great spectator sport.


The Pod Pod is a selection of recommended single podcast episodes.

Google Play Music to be rolled into “YouTube Remix”

Droidlife:

When Google finally launches its rumored YouTube Remix platform this year, one of its other services will be put to rest. According to a reliable source, Google Play Music will be replaced as Google’s go-to music service with YouTube Remix. Not only that, but users will be forced off of Play Music by the end of 2018 and onto Remix.

Weird.

Obviously Play Music hasn’t gained the traction Google hoped it would; it’s routinely omitted from share-links like this one. In my experience it’s actually a very good service, and it helps that the ad-free YouTube Red is bundled in to the subscription. But for a while now it’s felt like the mobile and web apps needed an update, and now we know why that hasn’t happened yet.

That a change is upcoming isn’t what’s weird though, it’s the name of that new service… YouTube Remix. That is a terrible name for a music service. Google obviously really sees value in YouTube as a music destination, and indeed a partner for the major labels. But will users readily make the mental leap from “cat videos” to “music destination”? I’m doubtful.