What we have as of now is a very new, and frankly confusing, type of media landscape.
A few things to consider: it’s a system trying to get bigger audiences than ever, but it’s one that is more fragmented than ever while actually controlled by a relative few, as it employs less people, and arguably informs less, thereby meaning less. Waiting for some sort of stabilization seems futile at this point. Constant upheaval and “reinvention,” as executives like to put it, is the new normal.
So, what we have as of now is a very new, and frankly confusing, type of media landscape. The average media consumer likely does not know that Refinery29 is now owned by Vice Media, that New York Magazine is now owned by Vox, that Nylon magazine is now owned by Bustle Digital Group, that W magazine is no longer with Condé, that Sports Illustrated is owned by something called The Maven.
“I don’t think everyone will win in that space,” Heather Deitrich, chief executive officer of The Daily Beast, said earlier this year. “You have to have a relationship with the audience before you think about building [an online pay strategy] and you have to have content that they can’t get elsewhere, be it a particular voice, news content they can’t get elsewhere, opinions that are sharp and compelling to them.
Others to unveil and enact a paywall strategy this past year were New York Magazine, which still had nearly all of its online free; Fortune magazine, which had done the same; Hearst’s Esquire and Harper’s Bazaar are experimenting, too, with certain content requiring a subscription, as is The Daily Beast.
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