【英文原文】
Eight hard truths about online media
Many a consumer looks at an “overnight sensation” such as Twitter or Facebook and muses: “That service is so simple — I could do that.” If only it were true.
It turns out that starting a business on the web is hard. Very hard. And I’m not talking about the technology – although that part is hard, too. I’m talking about the business part: building a user base and finding a way to make money. Those are really hard problems.
Whether you’re a start-up or an established company, here are the hard truths you must face if you want to build a successful online media property.
All the good names are taken. All the “real word” URL’s are taken and buying one will cost you a pretty penny. That means your options are made-up words and phrases (YouTube) or deliberate misspellings (Digg). These names are hard for users to remember and type correctly into a browser.
Once you do find a name and launch a site, good luck getting the press to cover you. The modern public relations channel is broken. No one reads newspapers anymore, and they only cover “stories” anyway. Unless you have some big time founder or VC, you’re probably not a “story.” Blogs can give you some exposure, but their audiences are typically not big.
Offline advertising won’t help you with exposure. Don’t bother spending your money on billboards, TV ads, radio spots or print ads – none of them will grow your audience. People don’t migrate their attention from offline ads to online activity. Spending your money on this type of marketing is a well-beaten path to failure.
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2020-09-15
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