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
YouTube’s AI remix push exposes a looming reckoning for the creator economy
YouTube’s Gemini Omni integration has highlighted some of the major problems generative AI poses in the creator economy.
Why creator Lola Torres prefers the stability of affiliate marketing over brand partnerships
Creator Lola Torres on the hustle of building her career in affiliate marketing, the challenge of creator programs, and more.
Media Briefing: Perplexity’s new ‘trust and transparency’ pitch does little to win over publishers
Perplexity wants to be a trusted partner to publishers, but a growing list of copyright lawsuits are making that a difficult sell.