Hybrid Publishing – The Cult of Personality

October 10, 2011

It’s no secret that Social Media alone isn’t enough to provide success for publishing. In fact, as Steve Rubel points out in today’s Advertising Age, a new style of ‘hybrid’ publishing is really driving many of the conversations across the internet.

What many fail to see is that the dirty little secret of social media, according to a study by researchers at HP, is that most conversations are driven by media outlets, not individuals. However, not all media are created equal.

There’s an emerging class of media brands that are smart, scrappy and unmatched in their digital DNA. Call them hybrids. They’re digitally native and entrepreneurial.

It’s an interesting future where personality driven, subject matter experts, will become free agents of the online word. These hybrid stars will bring their audiences to which ever outlet is willing to pay more for their talents. Do you see more and more mainstream outlets moving in this direction?

Photo credit: Oleg1975 – CC-by-2.0 on Flickr.

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