So it was only a matter of time before the new jargon would appear (MVN) “Managed Vertical Network”. Glam Media the leading provider of women content on the Internet announced their new platform network (press release). Although in all honesty Federated Media by Battelle was truly the first successful and revolutionary kid on the block when it comes to (MVN). Even Martha Stewart was using the FM principles.
What a tangled web we weave. The similarities that exist between the old synergy found in advertising firms, production companies and television networks of the late 90s and early 2000s (where I use to live and breathe) are now found in the current explosion of publishers, advertisers and online content. Startups or “migratory” businesses becoming a network or platform that facilitates publishing and advertising are potent forces. It is the sweet spot of choice and steadily becoming the cash cow of choice for big media.
Advertisers historically have always paid the bill for content regardless of the medium. Whether it be television, radio, print, online etc. The trend of online advertisings is irrefutable from past data and future data…take a quick peak.
If that is not a compelling enough reason to start a “MVN” startup then just take a quick look at the content trend. CBS has been gobbling up new media content companies by the dozens (just do a CBS search on this site for posts). Barry Diller is spinning IAC into a several properties and dealbook quoted “Web- and advertising-focused business that includes Ask.com and Match.com”. The M&A list is in orbit for 2007 in the web 2.0 world.
Where we thought there would be convergence, in fact is divergence. Where we thought would be Search and Social Networks are Vertical Search and Vertical Social Networks. The long-tail philosophy couldn’t be more proven then the current state of the Internet.
Let me here your thoughts on “Manged Vertical Network” startup challenges.