| Startups used to be obsessed with billboards. It was the first thing I noticed when I moved to San Francisco: venture-backed companies including Eaze, Airbnb, and notoriously, Brex, would post large billboard advertisements all over the city to grab attention and eyeballs. When I dug into it more, I learned this type of old school, outdoor advertising was a response to the increasingly crowded online channels, such as Facebook and Instagram advertisements. Well, folks, years later, we have a new response to crowded marketing channels: Ditch the billboards and just buy a media company instead. There has been a recent push for startups and venture capital firms to acquire or create media companies, which I'd argue is them finding a creative way to position content marketing. This past week, Axios discovered that Coinbase is launching a media operation about cryptocurrency. At the same time, Clubhouse wants to hire freelance writers, while its biggest lead investor to-date, Andreessen Horowitz, has ambitions to open up an opinion desk. Other news bits like The Skimm exploring a potential sale and Hubspot acquiring the Hustle also add to the narrative of broader media ambitions across tech. We got into the impact of a venture-backed media push on Equity, our award-winning (!) podcast, this week. My take, as you can tell by this introduction, is that it's not a rush to compete with journalism. It's a rush to compete with a noisy world, and rebrand advertisements to media operations. I could talk about journalism and tech and media forever, but that is all on that topic today. In the rest of this newsletter, we'll get into new IPOs, startups providing upfront revenue to other startups and tactical advice on building versus buying a tech stack. As always, you can find me podcasting @Equitypod and tweeting at @nmasc_. |
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