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Ladbible’s broadening of its content has been interesting to watch over the past few years. Launching new verticals and investing in original content is one thing, but to have (mostly) shaken its rep as a Lads Lads Lads-type publication to appeal to advertisers is another. Regardless of how well you think it’s shucked that particular shell, the insight here about growing editorially from Jon Birchall is worth reading.
He says: “I think especially over the last couple of years… the brands and the editors have really recognised that we’ve got a more mature place in the market. The challenge around the cost of living, for example, has an impact on our readers’ lives, and if they’re talking about it and they’re caring about it so do we.”
If, a few years ago, you’d have told me that Ladbible of all brands would be producing solutions journalism around the cost of living crisis, I’d have laughed in your face. But it’s worth noting that what Birchall is talking about – a deep understanding of your audience’s needs and consumption habits – is good old fashioned journalism being practiced by a relatively new brand.
The High Court of Australia has declared that Google is not a publisher. This could throw a wrench into plans to hold Google responsible for any content to which it links – which is unworkable – but is also going to muddy the waters about payments from Google to publishers (a club to which it now officially does not belong).
If Google is serious about investing in newsrooms to help them find sustainability, they could do a lot worse than investing in this pilot program that seeks to improve diversity. Journalism and the media businesses that produce it are still far, far too white, middle class and male. Any endeavours like this should be welcome.
Could’ve fooled me. Since we interviewed him a few years back Bruce’s focus has moved on to wellness – which is totally understandable since you’d need to after working at Twitter – but what’s notable here is how little many of the ongoing issues have moved on. Twitter’s treating the symptoms, not the cure.
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Hey and since I mentioned it above: Twitter’s VP of EMEA Bruce Daisley takes us through how the social network rediscovered its ‘sweet spot’ in the ranks of other platforms [episode recorded in 2018].
Our third Insiders session will be a mini masterclass by YouTube’s Stephanie Chan on the basics of getting your podcast onto YouTube, why it’s worth exploring video podcasts, and how to set up your channel for success. Please note spaces for this session are capped – it’s for publishers only and spaces are allocated on a first-come, first-served basis.