Battelle: Independent media brands are the future of the Web
This big long post on Searchblog requires some chewing. I’m going to take my first bite in public.
If I were to take what Battelle is saying and massively simplify it, it would looks something like this:
Consumer brands love to advertise around media brands that generate a lot of enthusiasm and dedication from their readers. Combine this with the fact that the print advertising industry is extremely mature (there is a formula in place that more or less works), and you realize why magazines can charge a crapload for a full page spread.
And the online equivalent of those magazines are…drumroll please…blogs! Or, in many cases, media sites built on blogging technology and an ethos that more readily matches the blogger than the mainstream media outlet.
The trick to print advertising, it seems, is that it exists in a format that has a lot better chance of connecting with the reader than advertising online. And Battelle rightly reminds us that online media is still extremely young, and we’re likely to see plenty of permutations of business models in the next few years that we haven’t even thought of yet.
If Battelle is correct in predicting the rise of online media brands, and I think he probably is, then there are going to be a lot of opportunities in this space going forward. What I want to know is how much “old media” brands will catch on and run with it, and how much of the space is going to go to newer, different media outlets like BoingBoing.