The following diagram has been in my head for ages, but after the recent Huffington Post acquisition, it takes on increased importance. It describes how I see the publishing model surviving and thriving into the future. And coincidentally, it closely mirrors what the HuffPo do.
The HuffPo
Aol have acquired not only a ferocious and driven editor-in-chief, but a new publishing model. The HuffPo has the following aspects of note:
- a lot of aggregated and curated content to enable a massive publishing volume, including a mass of unpaid contributors
- high visibility on search results (partly due to the above)
- an analytical approach (story titles, and which stories are featured on the front page, are determined by AB testing for click-through rates)
- a technological approach (for example, HuffPo bought Adaptive Systems to automate the comment moderation process using semantic technology)
- last, but not least, for it is this that separates HuffPo from aggregators or content farms, they pay some very good journalists and commentators to create lead editorial pieces and pull up the average quality of content
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