Post-Scale Era Media
summary
Argues that publishers lose to platforms because advertising became a “math problem”: clicks, impressions and detached audience data hand power to Google/Facebook, so publishers chase platform pivots and inflate pages and ads. Cites BuzzFeed’s valuation collapse, Elite Daily’s rise to ~30 million users then disappearance, Upworthy’s 50 million vanishings, and notes a million people pay for email newsletters. Recommends rebuilding via Substack, podcasts and newsletters, subscription revenue, niche communities and “lists not page views.”
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