Howard Mittman on ‘mission-driven’ publishing

 A couple years ago, then-Bleacher Report CEO Howard Mittman coined a neat phrase for the end of an era of lightweight content produced for algorithms: Need vs Feed. In the next era of digital publishing, you want to be on the Need side.

“When I think about publishing, I think about purpose-driven versus mission,” he said on this week’s episode of The Rebooting Show. “Purpose-driven publishing is about ad dollars and collecting affiliate revenue. It’s about filling a gap that consumers have based off of a Google search or social media. Mission-driven is where I’m interested in now. You see that in areas like the environment and in news.”

Howard spent a dozen years at Conde Nast, occupying top business roles for titles like GQ and Wired. I’ve always known him to be thoughtful about where the media business is going, so we had a discussion about the dangers of going overboard on subscriptions, why now just might be the time for new entrants to address local news and why the betting gold rush for sports publishers might soon taper off.

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Πηγή: therebooting.substack.com