Refinery29’s Amy Emmerich: ‘All the businesses are merging together’
Cannes is no longer a festival of creativity. Tech companies, media companies, consulting firms, telecom operators, venture capitalists, you name it — they’re here.
For Amy Emmerich, chief content officer at Refinery29, this is a sign of the times in the business, as these worlds converge. Herself a TV veteran, Emmerich is now leading Refinery29’s transition from a text-based publisher to a multiplatform media company, including TV programming and feature films.
“There are boxes people want to put people in,” she said on a special edition of the Digiday Podcast from the Cannes Lions festival. “People will still say Refinery is a publisher. I didn’t work in publishing before, so I didn’t have context for that. I was brought in to do video. We had readers, but we had watchers.”
Here are some highlights, edited for clarity:
Publishers are not media companies
“I joined the company two and a half years ago to build the video business. They weren’t really doing video. They were publishing. The moment we started to build that, we became a media company, not a publishing company. We had to make strategic business decisions about the content we wanted to make.”
Refinery29 wants to be big in TV
“They expect more from us, the brand partners expect more from us, the audience expects more from us. The vision is to be a media company. I’d like nothing more than to make a change by being the change and creating content for television that can change the way formats are looked at. I’m meeting with every TV exec I can.”
Platform storytelling is still early
“TV sucked when it first came out. It took 50 years to hit its prime. As you try to change habits of the audience to move place to place, those are cultural habits, and that takes time to change.”
Member Exclusive5 questions about Microsoft’s plans for TikTok
The maker of Microsoft Office is not an obvious candidate to acquire TikTok, but that doesn't mean the deal would be a disaster.
‘There is a battle going on’: TikTok-Instagram rivalry for creators heating up
TikTok and Instagram are in the throes of an all out battle for creators' content and both are spending aggressively to come out on top.
‘Fragmentation is a pain in the ass’: Proliferation of free, ad-supported streaming services causing headaches for media companies
On traditional TV, media companies create a single 24/7 feed to run across various distributors. But streaming's free TV-like services are not so simple.
SponsoredPublishers: Assessing risk and ensuring payments in times of crisis
As the industry navigates the continued impacts of COVID-19, here’s the questions publishers should ask their programmatic partners or ad management providers to protect themselves from clawbacks and lost revenue.
Member ExclusiveTV networks begin to signal willingness to prioritize streaming over linear
For TV networks to succeed in streaming, they will need to make moves that jeopardize their legacy linear businesses.
‘Anything that will jump-start the market’: TV networks, agencies discuss upfront ‘share’ deals to address advertiser commitment issues
Talks center on agencies committing to spend a percentage of clients' aggregate upfront budgets with a TV network group instead of waiting for individual budgets to be ready.