Corner Office:: Say Media CEO Matt Sanchez on Building A Robust Digital Infrastructure
So we're moving mobile, we're moving to more of a single-column, stream-based content consumption mode. We're really trying to play with the ad formats that are going to be premium and high-impact and that help brands tell stories that work on every platform -- so marketers don't have to plan their budget differently for your phone, your tablet, your desktop computer.
We're also really trying to push the envelope on how we think about content marketing and how we make that more effective for brands. And that's the process of getting our editors a lot more involved in programs we put together. The editors know their communities so well that they can actually create a better product, and one that ultimately their audiences are more receptive to, because it's been done tastefully and in the voice of the publication. So as we think about how sponsorship and branded content and content marketing all evolve, bringing the editors into that conversation early is another area where our approach is really starting to set us apart.
Can you explain your motto "Point-of-View Publishing"?
It's really easy: You're trying to carry content that breaks through -- that people react to. We live in such an over-mediated, fragmented world where there's just tons of clutter, and where the only way that you're actually going to get people's attention is if you say something provocative. And that doesn't mean salacious. It just means that you take a position.
If it's for Remodelista, that might mean, "I think this is the most beautiful drawer pull that I've found from Germany." Or it might mean that we're breaking a really important story at xoJane about a women's rights issue. It's going to mean different things to different brands, and to different editors. But the through-line in all of that is that you aren't blasé and middle of the road, but that you actually let your passion come through in how your write.
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Dan Eldridge is a journalist and guidebook author based in Philadelphia's historic Old City district, where he and his partner own and operate Kaya Aerial Yoga, the city's only aerial yoga studio. A longtime cultural reporter, Eldridge also writes about small business and entrepreneurship, travel, and the publishing industry. Follow him on Twitter at @YoungPioneers.