CHAPTER 26
Buying a Media Company and Audience
BY JOE PULIZZI
If you don’t see a clear path for what you want, sometimes you have to make it yourself.
MINDY KALING
We’re seeing more and more brands spending money to acquire media companies with existing audiences and communities instead of spending the time to develop their own. And it’s going to continue as other businesses recognize the value and potential revenue these audiences bring compared with the time and effort that it takes to create these audiences from scratch.
There are several reasons your company may want to investigate purchasing a content business. You may be looking to increase your revenue by adding a new product or expanding into a new market. But the primary reason that ...
Get Epic Content Marketing, Second Edition: Break through the Clutter with a Different Story, Get the Most Out of Your Content, and Build a Community in Web3, 2nd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
