Medium is now hosting publisher sites, starting with The Awl’s Billfold
If you were confused before about what Medium is, its latest news won’t help make things much clearer.
The Awl said today that it plans to migrate the entirety of The Billfold, its personal finance site, to Medium starting next week. The site’s URL, staff and overall editorial approach will remain unchanged, but TheBillfold.com as a whole will redirect to a site on Medium’s platform.
The move is a big one for the 3-year-old site, which comScore says gets 450,000 unique visitors a month. Michael Macher, publisher of the Awl, said that the Awl chose the Billfold because it was the most conversational of the The Awl’s properties, making it a good fit for the discussion-heavy Medium platform.
“A big part of this is elevating certain parts of the conversation and bringing responses and comments to the forefront of the editorial. Every article will be a comment and every comment will be an article,” he said.
The Billfold announcement tops off the year of platforms, as the likes of Facebook, Snapchat and Apple have all made bids to snap up and distribute publisher content. The big platforms are all eager for more content that will keep users within their walled gardens and publishers, all of which are looking to attract more readers, are all too eager to work with them.
From a business perspective, things are considerably more fuzzy. While Medium itself has inked branded content partnerships with the likes of Marriott, Intel and Rolex, it’s not clear how those efforts will extend to The Billfold and the other publishers that will eventually migrate to the platform. Macher said that there is a still “a lot that “needs to be worked out,” on this front. Though he did say that both Medium and The Awl would be in charge of finding brands for content deals. “Generally, we’re moving away from doing strictly banners and more towards high-gloss custom content,” he said.
Things were similarly unclear on Medium’s end. Edward Lichty, head of corporate development and strategy at Medium, said it was “too early to go into specifics” on the monetization plans with the Billfold, but did say that Medium’s existing content deals are a good indication of what it plans to do with publishers going forward.
“We’re trying to be inventive with whatever we end up doing, but whatever we do our priority is to preserve that user experience,” he said. “There’s no way we’d dump 50 tracking pixels on pages or do below-the-fold display ads. We’re going in a different direction,” he said.
Member ExclusiveManaging during crisis: How to cut costs and communicate tough decisions
During the wide-ranging talk, held virtually exclusively for Digiday+ members, former Comscore CEO Bryan Wiener explained which skills --decisiveness, focus and communication -- will make any leader, regardless of how experienced, ready to adapt their companies and come out of the coronavirus pandemic stronger than ever.
‘It’s important everyone steps up’: BBC Global News Jim Egan on media in a time of crisis
"Traditional rules and restrictions about getting processes underway are being put to one side."
How The Financial Times is adapting its events business
During a time where it’s broadly illegal for people in the U.S. and Europe to gather, The Financial Times is adapting its in-person event business. Wasting little time, the business and finance publisher hosted the first in a series of online events, called “Digital Dialogues,” on Wednesday, April 1. “The Global Economic Emergency” session featured […]
SponsoredBridging the TV-digital divide from an engineer’s perspective
TV supports a complex ecosystem of planning, negotiation, reporting and measurement. As digital content merges with television, leading engineers and experts are tackling the significant challenge of bringing those same skill sets to the video landscape.
Mel Magazine co-founder Josh Schollmeyer on how the site’s ‘never been there to push razors’
Mel Magazine is growing in name recognition, but how the men's lifestyle site could best serve its parent company, Dollar Shave Club, is still a bit unknown. "It's never been there just to push razors," founding editor Josh Schollmeyer said on the Digiday Podcast.
‘There’s a tremendous amount of uncertainty’: Confessions of a chief media officer
As companies reign in costs, senior marketers are having to become experts in cash flow management, according to the latest Confessions.