“Every company is a media company,” which is why there is a deluge of content marketing as companies struggle to produce media and build an audience.
A new media publication typically budgets at least two years to develop a solid readership and it will take years more to fully build a trusted relationship. When I interviewed Shelby Bonnie, CEO of CNET’s 10-year old News.com in 2004, he said he likely needed another ten years to fully establish the brand.
How long will it take companies to establish a media brand?