When I think about some of the media companies I respect the most, I admire how loyal their audiences are and how actively they share their content. There’s a community that exists that is really engaged with these brands.
However, that wasn’t always the case for them. For most of these media companies, the early years were about doing audience development that might not have scaled. The advice to “do things that don’t scale” is what many founders hear, but I think it is particularly necessary for media.