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
How a fitness creator built her own global wellness platform
Gabby George leveraged her social media success into a subscription-based fitness platform to diversify revenue.
Time has started serving ads to AI agents
Time is selling ads targeting AI bots, betting that markdown pages will make its content (and advertisers) more visible in AI search.
Media Briefing: Threatening to quit Google’s crawlers is just publishers’ new hope
Bold Call: Google’s AI era is fueling fresh calls for publishers to cut off access to their content, but dependence on search still holds most back.