“Social media was supposed to liberate us, but for many people it has proved addictive, punishing and toxic. What keeps us hooked? By We are swimming in writing. Our lives have become, in the words of the author and academic Shoshana Zuboff, an “electronic text”.”
Last May, Medium made publishers an offer they couldn’t resist: Free hosting. Advertising dollars. More eyeballs. The opportunity to sell sponsorships and recruit members.
Facing stagnating readership and a tough market for digital ads, many publishers dropped their old sites and joined Medium’s growing network. Now, after a company-wide shift away from digital advertising, some of them are heading for the exits.
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While many print publications are ramping up their podcast output, Monocle magazine went beyond and launched its own 24-hour digital radio station in 2011. It now has 1 million monthly listeners, double what it had last year, according to internal figures…
…Monocle 24 is ad-funded and is financially viable, but Bloomfield wouldn’t go into specifics. Brands, such as UBS, Turkish Airlines, Air Canada and Allianz pay to sponsor the shows, but have no editorial control. “Being more integrated is definitely to a brand’s benefit,” said Emma Moorhead, head of AV planning at media agency MEC. “Most podcasts have small audiences, but then, of course, they can be really targeted, although you can’t get that kind of scale…