Publishers wake up to the limitations of growing too much too soon
In mid-September, The Weather Channel announced a pivot that, on paper,
might sound a bit strange: It was going to focus on the weather.
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“Prospectors” follows a group of miners as they search for rare gems. By
the middle of 2015, 47 percent of Weather Channel’s programming was
dedicated to this kind of original programming, with the remaining 53
percent controlled by its live weather information.
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“It’s the oldest lesson in the business: Focus,” said Rafat Ali, CEO of
travel industry site Skift and founder of The Verticals Collective, a
loose group of publishers focused on specific coverage areas. “You have
to figure out what you’re good at and go deep on it.”
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