When Federated Media Publishing launched back in 2006, it was a pretty straightforward proposition. Founder and former Wired and Industry Standard publisher John Battelle saw an opportunity with the rise of independent Web content creators to represent them in an outsourced publishing function — and act as a filter for advertisers to find indie voices with real audiences.
It’s a smart move to realize that media buying is changing. Just repping small sites with a sales force isn’t a great business. After all, just note that FM’s alumni list — sites that ended up moving on from using its services — includes TechCrunch and Mashable.
More in Media
The case for and against agentic media buying
Agentic media buying promises a reinvention of the programmatic ecosystem, but experts are divided on whether it could help – or hinder – accountability.
Inside Expedia’s year-long partnership with mega creator IShowSpeed
Expedia partnered with mega creator IShowSpeed on a record-setting livestream and year-long campaign to target Gen Z audiences.
Mega creators find that their personalities alone aren’t scalable as standalone businesses
Successful creators like Alex Cooper or MrBeast are creating media companies, to varying degrees of success and struggle.