The media landscape has changed.
The eBook we’re putting out today isn’t going to regale you with platitudes about it. It just has. Instead of getting caught up in cliches, the winners of the new media landscape are doing something about it.
They’re taking a leaf out of Facebook’s playbook. They’re looking to make data-driven decisions. That doesn’t mean they’re throwing their own values over the side of the ship and becoming Facebook, either. It’s become clear that there media companies can keep their integrity while innovating.
What this eBook contains is examples of digital players in media who have approached their publications like products—things that can be optimized through access to data and a rigid discipline of experimentation. And they haven’t forsaken their brand in doing so.
In putting these stories together, we talked to a variety of experts, from power Mixpanel users such as Whisper and Revolution Messaging, to in influential companies, such as The New York Times, to get a view into the industry that is both intimate and objective regarding the problems facing media products today.
In these pages, you’ll learn about:
- How The New York Times is experimenting to balance tradeoffs between its two key user groups: readers and advertisers
- How the Bernie Sanders campaign engineered a progressive movement by tracking its campaign and video content at a more granular level
- How Whisper is using machine learning, not to eliminate the human element, but to amplify it
- Why leaders from YouTube, Kickstarter, and The New York Times think the monetization strategy that saves media won’t be a familiar or totally new-age movement—but something in between
What all of these stories contain are teams that produce content with human appeal, who also care about getting the right content in front of the right people at the right time through end-to-end analytics.