Posted by: sarahmeyers | February 17, 2008

What Makes Publishers Sustainable Online?

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I asked Natali Del Conte who an Internet personality is and she responded, “it’s the bloggers” and named a few including Michael Arrington of Tech Crunch. Bloggers and reporters whom engage in the conversation around technology and news are the only personalities she pays attention to.
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(At Carnegie Hall for a fundraiser)
Since Google’s YouTube Videocracy event last week I have bumped into a lot of Internet personalities and bloggers at parties. Some personalities are stronger than others and the popular ones talent rises up from the long tail. These people get more popular across all platforms and out on their own, but one thing is for sure, they all deliver their presence online as publishers across different platforms. Bloggers are becoming publishing houses with little to no overhead expense. For a small investment self-starters are generating attention online.

Personalities online can have a small following or a large one. Robert Scoble told me it does not matter how large your audience is. He says the more important thing to consider is the audience, community and niche. Content needs to stick to a vertical subject so it can be sorted and people may search it out. Most publishers think about their subject and focus before launching.

Video bloggers generally identify themselves as a personality, musician, comedian, blogger, news personality, or variety. I have seen some video bloggers transition over from being a blogger and vice versa. I was a video blogger before I became a blogger on WordPress and can understand how blogging has dramatically opened new doors and opportunities. I’m also looking forward to getting involved with the Tumblr community!

I follow some of my favorite bloggers and video bloggers on Twitter, Facebook and Digg. I have not established a strong brand on Myspace, however. Myspace is the home of Tila Tequila the popular personality with almost three million friends. She now has her on show on VH1 that is rated their most popular show.

Bloggers reach an international audience that American TV stations do not. What’s more valuable to building and maintaining a successful business is developing an international voice. Maintaining a loyal audience requires interaction in comments, emails, conversations and responses. I try to engage in the conversations with these audiences and with the bloggers and personalities. I try to set up interviews with strong personalities to make videos with them that reach out to both our audiences.

Lifecasting is the newest way to track who is getting attention online. Live video is certainly a demand coming into full force. Once the technology is readily available on the major sites like Google we will see a new type of platform for personalities to rise up.

If you’re a reporter, blogger, video blogger, comedian or model online you might want to think about publishing your content to more sites. For example, Yahoo video is the second most popular video site from YouTube yet I don’t see all my favorite video blogs available there. Why? Distribution is a major key to success!

Some one writes in to ask: who has time for all this distribution on top of publishing? And don’t you prefer a real life over being on the computer all day long? Personally, I find this rewarding and make time in my schedule to manage time to myself and time online. Trying to go 24/7 will have more negative affects than positive ones, but organizing time away will make it all manageable.

If you are a Steve Jobs or Bill Gates you did something greater than publishing. You created an outstanding company that has changed the world. Attention is given to the people who have made major contributions to the framework of the Internet and tools we use to map our social graph. People like Joshual Schachter and Dave Troy have created tools that influence Internet culture. Do you think that content publishers contribute will change our culture? If so, how?


Responses

  1. Very interesting article Sarah. The wave of the internet is affecting us daily. It is giving people the opportunity to be who they want to be and do what they want, without having to ever leave home.

    This kind of power does seem dangerous. Considering that so many who are not “Internet personalities” hang on every word of those who are. It’s a major responsibility for those with a large audience to create a kind of role model persona. That isn’t to say that every blogger should be a humanitarian, but as you say… making an effort to communicate to them is very important.

    I think that our culture is so influenced by the number of possibilities available now, that I would not be surprised if our culture is already changing. I would not doubt it, the proof is quite evident.

  2. @Romina Espinosa, it’s important to engage in the conversation with your audience and with other bloggers. That’s what is going to get you a larger audience. I understand what you say about having influence over the people who read your blog or watch your video blog ect… It’s all about developing a solid voice and making others want to follow in your foot steps. You make a good point too. I hope this provides a good avenue for role models to emerge.

  3. […] Your Group of Web AddiCT(s); wrote an interesting post today on What Makes Publishers Sustainable Online?Here’s a quick excerpt I asked Natali Del Conte who an Internet personality is and she responded, “it’s the bloggers” and named a few including Michael Arrington of Tech Crunch. Bloggers and reporters whom engage in the conversation around technology and news are the only personalities she pays attention to. (At Carnegie Hall for a fundraiser) Since Google’s YouTube Videocracy event last week I have bumped into a lot of Internet personalities and bloggers at parties. Some personalities are stronger than others […]

  4. “If you are a Steve Jobs or Bill Gates you did something greater than publishing”.

    I couldn’t agree more. It was great to hear Bill Gates remark the other day that he wouldn’t entertain going into politics because you get ‘nothing’ done (in the present).
    With Microsoft, he can KILL the world, or SAVE it in the shortest time imaginable.

    He’s influencing our future whether we like it or not. I’m just pleased he seems to be one of ‘The good guys’, allowing people like you Sarah to promote all that’s good in our world.

    Keep it up.

    Pete.

  5. @Pete Moring, Speaking about good role models, Bill Gates is the ultimate role model. He has a reach and vast influence that will hopefully create other role models to have a positive impact like he has on the world and culture.

    I do look to Bill Gates and Steve Jobs as two of my top ten role models.

  6. What can I say? I try. Glad to be your inspiration.

  7. I like your analysis. I missed you at the Videocracy event. There were a lot of folks there though. As a journalist and blogger, it’s interesting to see how mainstream outlets are learning the value of social media. It’s also interesting how mainstream blogs look a lot like mainstream media outlets.

    PEACE!!

  8. @ A.man.I, you were there? No way! Were you at the afterparty? Did YouTube invite you? This may feel like 20 questions, but I am lucky to have gone to the party and am thinking if I should use YouTube to host videos on my website.

    It looks like you use youtube and blip. How do you like that?

  9. I am retired and would like to start a video blog on gardening. I,m on a fixed income and need to start CHEAP. I’m mostly stymied on the VideoCamera/platform/host problems. Can you point me to minimum cost camera etc?

  10. […] a lot of Internet personalities and bloggers at parties. Some personalities are stronger than othershttps://sarahmeyers.wordpress.com/2008/02/17/what-makes-publishers-sustainable-online/PodShow said to lay off 20 out of 60-plus employeesPodShow, the San Francisco-based online-video […]


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