About CEO Neil Vogel says modernizing the expert content site means focusing in on verticals. In 2015, it’s impossible to be all things to all people. So About plans to compete in key verticals like health, travel and lifestyle with specific properties. “You can make the case we’re on the wrong side of history. We were built for a different time.”
The rules of engagement between publishers and platforms continue to be written. John Battelle, a media industry veteran, believes the media world is in the midst of a period of “chaos,” as it navigates this uncertainty. Ultimately, however, Battelle is optimistic that processes and systems will come into place that don’t swing the balance of power too far in the platforms’ direction.
Advertising is in a bit of crisis right now, according to Unilever vp of global media innovation and ventures Babs Rangaiah. The chaotic shift from analog to digital has left too many players, too much uncertainty and frustrated consumers. What’s driving consumers to use ad blockers is what ails digital advertising: bad ads that create a poor user experience, hog bandwidth and sometimes infect devices with malware. The wake-up call could improve advertising, Rangaiah said.