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Jacob Cohen Donnelly에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Jacob Cohen Donnelly 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
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Sherrell Dorsey on Building The Plug

50:24
 
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Manage episode 313105618 series 3258871
Jacob Cohen Donnelly에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Jacob Cohen Donnelly 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.

Sherrell Dorsey is the founder and publisher of The Plug, a publication focused on the Black innovation economy. While it started as a morning newsletter she did before going to work, it has now morphed into a media company with original reporting, data, research, events and podcasts.

In this show, we discussed a variety of important topics, but a few things jumped out...

On quarterly, not monthly pricing

This was an important topic to me. The Plug's membership is sold quarterly or annually, but not monthly. As she said, this runs counter to the habit so many of us have formed paying for subscriptions every month.

In her mind, though, a month is just not a long enough time to form a relationship. By extending it to a quarter, she feels that The Plug has enough opportunity to demonstrate value to a reader.

It's an important distinction because if we look at when most subscribers churn, it's after the first month. By extending to a quarter, you have more time to form a habit with them and, ideally, keep them engaged for much longer.

On not charging a CPM

For most media companies, charging a CPM is how they do things. But in niche media, it's harder. As Dorsey explained, because they don't have scale, they need to price things based on value.

Whether it's their podcasts, newsletter sponsorships or other content initiatives, they try to determine how valuable a sponsorship is worth to a partner and then work on pricing from there.

On being diversified

Although we didn't explicitly talk about this, The Plug generates revenue through advertising, events, membership fees and has received grants to create new content initiatives.

This embodies a core ethos of successful media companies. Those that are overly reliant on a single source—or a single property—carry more risk than those that are well diversified.

While The Plug has gone on to raise some money, it's clear in our conversation that Dorsey continues to think very diligently about not overextending the business and ensuring there are multiple streams of revenue.

  continue reading

50 에피소드

Artwork
icon공유
 
Manage episode 313105618 series 3258871
Jacob Cohen Donnelly에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Jacob Cohen Donnelly 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.

Sherrell Dorsey is the founder and publisher of The Plug, a publication focused on the Black innovation economy. While it started as a morning newsletter she did before going to work, it has now morphed into a media company with original reporting, data, research, events and podcasts.

In this show, we discussed a variety of important topics, but a few things jumped out...

On quarterly, not monthly pricing

This was an important topic to me. The Plug's membership is sold quarterly or annually, but not monthly. As she said, this runs counter to the habit so many of us have formed paying for subscriptions every month.

In her mind, though, a month is just not a long enough time to form a relationship. By extending it to a quarter, she feels that The Plug has enough opportunity to demonstrate value to a reader.

It's an important distinction because if we look at when most subscribers churn, it's after the first month. By extending to a quarter, you have more time to form a habit with them and, ideally, keep them engaged for much longer.

On not charging a CPM

For most media companies, charging a CPM is how they do things. But in niche media, it's harder. As Dorsey explained, because they don't have scale, they need to price things based on value.

Whether it's their podcasts, newsletter sponsorships or other content initiatives, they try to determine how valuable a sponsorship is worth to a partner and then work on pricing from there.

On being diversified

Although we didn't explicitly talk about this, The Plug generates revenue through advertising, events, membership fees and has received grants to create new content initiatives.

This embodies a core ethos of successful media companies. Those that are overly reliant on a single source—or a single property—carry more risk than those that are well diversified.

While The Plug has gone on to raise some money, it's clear in our conversation that Dorsey continues to think very diligently about not overextending the business and ensuring there are multiple streams of revenue.

  continue reading

50 에피소드

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