"Media Empires" | The Business of Newsletters, Podcasts, Creators, and Data Acquisition E5: "The Business of Building a B2B Media Company" | Sean Griffey, Industry Dive
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Jul 5, 2023 Erik Torenberg interviews Sean Griffey, CEO and Co-founder of Industry Dive, a business journalism company reaching 14 million executives across 32 publications. They discuss scaling challenges, monetization strategies, acquisition opportunities, data collection, and the future of the media industry.
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Industry Dive's Contrarian Start
- Industry Dive launched with five niche B2B publications in 2012, despite the market's focus on broader consumer media.
- Initially bootstrapped, they focused on niche markets and gradually improved their publications over time.
Consumer Media's Monetization Challenge
- Consumer media struggles with monetizing undifferentiated audiences, especially with programmatic advertising.
- The reliance on opaque third-party intermediaries makes it difficult to understand and target customers effectively.
Standardized Branding Benefits
- Standardized branding, like "Dive," builds credibility and facilitates audience sharing across related fields.
- This also offers scalability for marketers, as they recognize and trust the consistent quality.