35 min listen
Group Nine's Geoff Schiller: Legacy media organizations have caught up
Group Nine's Geoff Schiller: Legacy media organizations have caught up
ratings:
Length:
29 minutes
Released:
Jan 14, 2020
Format:
Podcast episode
Description
Geoff Schiller served as chief revenue officer of PopSugar until stepping into a similar role for Group Nine, the company that acquired it late last year. And some aspects of the two companies' strategies remain much the same.
The PopSugar playbook was all about its verticals: "pets, finance, food, all the way through," Schiller said on this week's episode of the Digiday Podcast. "With how that scales across Group Nine, it works even better because now you have five brands to play with," he said, referring to Thrillist, NowThis, PopSugar, Seeker and The Dodo.
Group Nine's editorial emphasis on a young demographic and optimism seems to have rubbed off on Schiller as he goes about his work trying to diversify his company's revenue streams, with advertising remaining a big piece of the pie.
Young readers "spend more time with us than anyone else in the entire competitive set," Schiller boasted, referring to estimates the company has made based on Comscore research.
Schiller discussed how his media group is capitalizing on its name recognition to stage events and the way his company is diversifying its revenue sources beyond advertising, as well as competition between legacy media companies and young digital challengers.
The PopSugar playbook was all about its verticals: "pets, finance, food, all the way through," Schiller said on this week's episode of the Digiday Podcast. "With how that scales across Group Nine, it works even better because now you have five brands to play with," he said, referring to Thrillist, NowThis, PopSugar, Seeker and The Dodo.
Group Nine's editorial emphasis on a young demographic and optimism seems to have rubbed off on Schiller as he goes about his work trying to diversify his company's revenue streams, with advertising remaining a big piece of the pie.
Young readers "spend more time with us than anyone else in the entire competitive set," Schiller boasted, referring to estimates the company has made based on Comscore research.
Schiller discussed how his media group is capitalizing on its name recognition to stage events and the way his company is diversifying its revenue sources beyond advertising, as well as competition between legacy media companies and young digital challengers.
Released:
Jan 14, 2020
Format:
Podcast episode
Titles in the series (100)
Bloomberg Media's Keith Grossman on platforms: 'Be very wary': "Just putting all of our eggs in one basket because it’s the right short-term thing to do is not where we want to be." by The Digiday Podcast