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Audience vs. Traffic

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If you're ad-supported but haven't built an audience, you're in deep trouble. Sources: (0:05) Yahoo Finance. (0:10) “N.Y. Times Scales Back Free Articles to Get More Subscribers,” Bloomberg, December 2017. https://bloom.bg/2jBxdBG (0:10) The New York Times. (0:14) Form 10-K, The New York Times, February 2018. http://bit.ly/2DanslT (0:35) Edelman, 2018. (0:40) “Trust In The News,” Kantar, October 2017. http://bit.ly/2Fkriyw (1:00) Companies’ News Sites, March 2018. (1:10) “The Boston Globe Is Getting Smarter About Digital Subscriptions — And Tightening Up Its Paywall,” Nieman Lab, May 2017. http://bit.ly/2rVRdFw (1:13) “BuzzFeed Is Losing Website Traffic As Readers Head For More Traditional News Sites,” recode, November 2017. http://bit.ly/2BsiKiI (1:27) “Rebels Remaking Video & Business,” Andrew A. Rosen, January 2018. http://bit.ly/2ttO3un (1:54) “Forbes Will Pay All Of Its Contributors, But Purge The Worst,” The Wall Street Journal, February 2018. http://on.wsj.com/2BZxM3S Song: "No Roots" by Alice Merton http://bit.ly/2ie9AzO Spotify Playlist http://spoti.fi/2Eu5hgd Episode 165
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Text Comments (145)
V3RTIGO222 (11 months ago)
Clicked for Simpsons reference, but stayed for quality content.
Heirbringer (11 months ago)
You are absolutely one of the most insightful channels
John Henningsen (11 months ago)
I found your playlist on Spotify with all the outro songs, cheers for that!
No Mauvaise Foi (1 year ago)
Scott's emergency pair of glasses in his bottom desk drawer look just like mine. Don't let forgetting your good glasses ruin your day!
BtlScarz (1 year ago)
Powerfully delivered in less than 3 minutes! 💥👊💥Your team is always the best!!
Luke Farinelli (1 year ago)
New York Times wrote an article where they correlated school shooters to the fact they were boys; calling all of America’s boys “broken”. It was a completely disgraceful feminazi/sexist attack and will never trust another word they say. (Yes I did read the whole article)
Chris Salustro (1 year ago)
Nothing on the bust of Toys R Us eh? Big loser.
Robin Solis (1 year ago)
Broadcast media had the first lock on audience. As better writers are being developed/hired, it can continue?
boson96 (1 year ago)
This looked like bland news. I want old Scott Back!
ironman tooltime (1 year ago)
Here for the traffic bitchez!
TheXyks (1 year ago)
The differentation between traffic - audience is on point, but the rest is far fetched. EU citizens are forced to pay for "quality editorial content" aka public media services. There are those that are interested in this content, but the vast majority of people is too busy watching low quality content. What reason would reality tv formats have if poor quailty content couldn't build audiences as well?
Fares Haddadin (1 year ago)
I watch all of your videos while taking a shit...keep up the good work
JR Mineur (1 year ago)
"If you are ad supported and have strong traffic but no audience, you're in FUCKING deep trouble." There. Fixed it. Your *audience* will follow you anywhere. And I think that Prof G is hinting is that you might have a chance of monetizing your audience...
Jay D (1 year ago)
Fish rots from the head; the CEO at Buzzfeed isn’t the leader you want...fake it til you make it, Buzzfeed execs
Basic Vegan Bitch (1 year ago)
YAASSS please let this be the end of "clickbait" journalism
Jeff Paykin (1 year ago)
Love your videos. However, I believe there's some context missing in this one. Specifically, The New York Times' growth outcomes. Please see this article's depiction of why The New York Times saw a boost after some Facebook decisions. I would appreciate your thoughts, Professor. https://www.wired.com/story/inside-facebook-mark-zuckerberg-2-years-of-hell/
hipporage18 (1 year ago)
Thank goodness
David Hodgin (1 year ago)
This is good
Chris Check (1 year ago)
An audience is a long-term sustainable model. Traffic is at the mercy of trends and culture; This is basically the old lesson about brand loyalty that companies seem to have forgotten in the last half-century.
O'Dwayne Wilson (1 year ago)
Man I need build a community of loyal audience/ fanbase that see value in what I do , relying on ad supported revenue is for the dinosaurs.
swardinc (1 year ago)
lol, you just named 4 companies that have declining over all sales, what is funny is cnn and wallstreet have been doing hit pieces on other at news sites. Even if that was all wrong you picked the worst online news company maybe on the face of the planet to compare to those. Hell fox news looks like a saint compared to them. Also i really hope they do have major sub's incoming because of how many people read the papers.
richoombie (1 year ago)
Couldn't make more sense too!
Voot Eimer (1 year ago)
BuzzFeed is an unfunny joke.
lchpdmq (1 year ago)
Real news seems to be the news that he agrees with 🤔 otherwise, interesting video as usual
k14pc (1 year ago)
Chris Woods (1 year ago)
You didn't account for NYT doing some crazy editorial stuff the build traffic, like put a climate denier on their editorial page, and then hiring and firing another recently. This is CNN's "fair and balanced" controversials to drive traffic. Add the leaked and weirdly buzzfeedian staff meeting and I'd say they're working the traffic angle harder than you think.
I'll Tell Ya What (1 year ago)
This shift to traditional, well researched material is a huge positive change for society. Good riddance to the traffic. Finally some good news. Also good song choice at the end.
OnionMenace (1 year ago)
Calling NYT true news is ridiculous. Based on their history they’re part of the alphabet agencies public relations unit. It’s a deep state propaganda rag.
Mohammed Al-Majed (1 year ago)
I learned something
akadeepsea (1 year ago)
I am an audience member for L2
Dan Croitor (1 year ago)
While this is a well formulated pitch, saying that only FB and Google make money through scale is complete non-sense, and the easiest way to prove this is by just looking at the Ad markets: ever heard of Indeed, Amazon, Bing etc? there are tens of thousands like them. Also, speaking about traffic, while it doesn't directly financially benefit in most cases (can you imagine if it would?) it does make a difference for many: for example, people whose content went viral may be presented with new business deals (in the form of jobs, too), or in my case I made a video about Amazon with 100k views which helps me grow my YouTube channel. To me these shouldn't be measured by the money they directly bring in but by the opportunities they create.
bravo_hero392 yt (1 year ago)
The New York is biased.
A T (1 year ago)
If I might alter an alternative statement: "Information wants to be free... it's people who want you to pay for finding it and that effort is scarce."
Luke Snyder (1 year ago)
The future of advertising is an consumer-ad model; reverse of the current ad-consumer model. People will come to your advertisements, not the other way around.
Baidawi Assing (1 year ago)
"People don't tune into Buzzfeed because they're fascinated by the journalism. They click because someone forwarded them: Pick Your Favorite Potato Dishes And We'll Tell You Your Best Quality. That's traffic, not an audience. Only two firms can monetize traffic at scale, Facebook & Google. Everybody else needs to build a group of loyal followers or as we like to call it, an audience." This is the muffaking gospel.
Ben Hendricks (1 year ago)
People think NY Times is trustworthy??
wildreams (1 year ago)
It's kinda like iOS vs Android. Android has Traffic (market share), Apple has Audiences (fans that are willing to pay up). Who agrees with me?
ah thank you for this one. so good. I am def a fan and loyal audience
J J (1 year ago)
1:19 Fox News... doesn't that negate everything just said before about "trust in journalism" ?
Karel Kumar (1 year ago)
Great insight, appreciate the research and work that goes into making this, thank you.
Nelson Swanberg (1 year ago)
google and FB - gate keepers.:(
Lakshman Prasad (1 year ago)
Everytime your video shows up on my feed, I click. I may even pay if I had to. You have me as an audience, Scott!
Scroto Saggins (1 year ago)
How did The Economist do?
ecoroyalty (1 year ago)
You are my man crush
Chief Enumclaw (1 year ago)
Whether a 'Trumpet' or a 'Libtard' this is one video we can all agree on. Sadly, mass hypnosis is real and objectivity an illusion. See todays NY Times article re: Trump agrees to Kim Jung-Un meeting. Top rated comment claims Putin brokered the talks.... look it up.
Chief Enumclaw (1 year ago)
The Times digital success is evidence that their customers don't know how to access 'incognito mode' in their browser.
Software Bear (1 year ago)
If Trump had lost, all papers would have gone the way of the dinosaurs. Now, they write their bi-hourly Trump smear pieces about "collusion" they insist happened but they can't prove, and the sycophantic left rushes in to reassure themselves that it's not that their ideas are utter fucking garbage, it's that someone cheated. Because delusion has become the bedrock upon which the altar of leftism has settled. As a two time Obama voter and lifelong Democrat, it saddens me to no end how the left has acted after this election.
Bill Kerr (1 year ago)
Surfing vs. Reading
seth szajek (1 year ago)
I swear it sounds like Scott is saying "your BREAST quality" 😂😂
Skye Walker (1 year ago)
Ny times biased leftist news is growing... Great...
John Constable (1 year ago)
1:18 way to go fox news. people are waking up about the left liberal agenda from cnn
cali correa (1 year ago)
new york times sucks ass, the intercept is better. new york lied about the iraq war
Vasilios Tselonis (1 year ago)
Wow! Ryan Reynolds did the whole L2 segment in Deadpool unmasked makeup. You looked different in Simpsons
Ryan (1 year ago)
Think Media (1 year ago)
Audience > Traffic ⚡️ Powerful Video. Thanks Scott! 👊🏼💯
Kevin Pereira (1 year ago)
Your vids are so calm and peaceful (most of the time) it really helps with the week
domspar (1 year ago)
Best song ever
Travis Lockhart (1 year ago)
Love the valuable weekly commentary. Ironically I will rue the day you stop giving it away for free as you advocate. Maybe phrase the traffic v audience comparison as ‘bridge and tunnel crowd’ v resident. That’s the first thing I thought of and that comparison might resonate more.
Air Quotes (1 year ago)
Hey I found you because of an ad before a YouTube video
Curtis Miller (1 year ago)
Another week without talking about Amazon...something is wrong.
Calvin Mabi (1 year ago)
Scott these 2 mins videos ain't cutting it, 5 mins minimum at least Please!!!!!!!
azdgariarada (1 year ago)
I'm sorry, the story you're pointing out is the 3% growth of the Times web traffic? Not the 29% growth of the fucktard network's traffic?
Steven Huxley (1 year ago)
Information doesn't want to to be scarce and expensive. The people that control it want it to be that way. https://archive.org/stream/GuerillaOpenAccessManifesto/Goamjuly2008_djvu.txt
Caleb Benson (1 year ago)
Good Vid.
Caleb Benson we have a similar pic haha
liambeatz (1 year ago)
Scott’s a brilliant journalist
Solomon Stauber (1 year ago)
How does such a channel only have 250k+ subscribers and Logan Paul close to 20 million?
Benforeva (1 year ago)
Is this the Trump bump?
Stefan (1 year ago)
for anyone who searched through all of his videos, did he ever say anything about religion?
VANNIVEZ (1 year ago)
The end credit song is 🔥🔥🔥
VANNIVEZ (1 year ago)
Stunami I've head of the song it was on Spotifys to 50 rock songs a few weeks ago
Stunami (1 year ago)
Bust out your Soundhound or Shazam App. Done. If you don't have or never heard of then get them.
Coby Michaels (1 year ago)
You are the man. I would watch you read soup ingredient labels.
jellywish (1 year ago)
Much better glasses! Still not ideal. Check out David Kind https://davidkind.com/?ic=8e0081cf
Ryan N (1 year ago)
I remember when "information wants to be free" meant free as in freedom, not free as in free beer.
samanjj (1 year ago)
Ryan N hey free beer IS freedom so that’s confusing 😃
Joe Lewis (1 year ago)
I'll be honest, I hated the new glasses. They are growing on me.
magicalwizard99 (1 year ago)
thought this episode was gonna be about the need for more public transportation in the U.S. I'm a little disappointed.
Steve (1 year ago)
The hysteria of "Trump Haters" has given some life to the dying corpse of NYT.
Ori Halcon (1 year ago)
If Trump says something enough, it must be true, right? Even if evidence shows the opposite?
Cody Lehr (1 year ago)
I was thinking the exact same thing. nyt wouldn't have as much growth if Trump didn't win. it's hilarious
Nobleknight747 (1 year ago)
Steve "The failing New York Times" am I right?
Steve (1 year ago)
Buzzfeed is the SJW Cancer on society.
Zig Bingham (1 year ago)
What's the tune?
DVD 78 (1 year ago)
Fake news started from RT news which of course is fakest news of all
Parth v (1 year ago)
looks like professor is not in good mood today!!
Michael Kelly (1 year ago)
People are willing to pay for high quality content... but that doesn't mean it's not also highly partisan content. I'm talking NYT or Fox News or whatever other source is your favorite place to partake in or put down. Pay-walled info sources may very well increase the echo-chamber effect that is growing so rapidly these days. So is it true that news sources (and other industries) are shifting to a subscriber model? Seems pretty clear that it is. Is this a good thing? That's an entirely different question. I'm not so sure that it is - it's much harder to get a broad view of things (by visiting a wide variety of sources) when there are paywalls everywhere.
Maldus Alver (1 year ago)
Finding non-partisan content is now a thing of the past. What I end up having to do is take a news article that both Fox and MSNBC published, put everything that those articles say into a vein diagram and whatever is in the both category is the non-partisian, no spin story (AKA, the boring truth).
Michael Kelly (1 year ago)
Stefan - If you approach any gatekeeper of information and think "these guys aren't partisan. They're totally unbiased," then I think you're stuck in a form of mid-20th century ignorance. Everyone has an angle.
Stefan Hennessey (1 year ago)
NYT isn't highly partisan, the reason why its stock has gone up has been due to people from both sides gaining interest in national politics due to its good reporting. Fox News and HuffPo are more partisan
MRclytus (1 year ago)
Can u be my dad
Dylan Geick (1 year ago)
Interestingly, this phenomenon is becoming apparent in my field of social media marketing as well. Advertisers are catching on to the fact that influencers with 1 million followers may be wholly irrelevant and only gained that following through exploiting algorithms and trends - classic Buzzfeed move. At the end of the day this is reflected in engagement (likes v. followers) and their promotional ability is effectively zip. A predictable audience also makes brand targeting easier, etc. Prof Galloway hitting the nail on the head again. Sometimes you make me think about transferring from Columbia to NYU... naaaa
Kurt Hamel (1 year ago)
You can see this happening right here on Youtube as well. Creators have been slowly being drained of ad revenue by Youtube for years now, but it hit peal trouble the past year or two. The smarter, more business-oriented entertainers and personalities moved a while ago to selling Merch, creating an alternate product (courses, books, etc.), or gaining subscribers through alternate platforms such as Patreon. Relying on ads to pay for yourself was never a sustainable option.
Jason Richardson (1 year ago)
Kurt Hamel you just demonstrated something that has become extremely rare in today's society. Common sense.....
nomapb481 (1 year ago)
Thank you for sourcing your statistics. It makes me happy.
True north 30 (1 year ago)
Notice how he said Fox News very low key..even though its winning the news race cause people have had enough of fake news CNN!
Traceur Snow (1 year ago)
Kinda has to be when there's so much shit going in the white house. With all of the shit having to do with the president. I make sense a left leaning "news" company would none stop report on such a scandal heavy , right wing supported president. And funny enough, i hear Hillary's name being brought up on right-wing news more than left , for whatever reason. Both Fox and CNN suck at hiding how biased they can be, but hey, when everything's reduced to black and white, what else can one expect?
True north 30 (1 year ago)
I Try and be Nice then how would you define it? I watch and get the idea when Trump is wrong they say so..it’s just not an all day affair like on CNN or MSNBC
True north 30 (1 year ago)
MS 37 I don’t think he does it purposely..as he seems like a straight shooter..I just feel like there is no way for this country to be balanced..it’s either your Alt-right or socialist left..no middle anymore
MS 37 (1 year ago)
True north 30 Yes I noticed. He also left out how the NY time laid off a big number of employees in 2017...
I Try and be Nice (1 year ago)
I don't like CNN much, but Fox News isn't even news.
Leonardo Chacin (1 year ago)
Any thoughts on the Spotify IPO?
Fahad Shaikh (1 year ago)
Leonardo Chacin yeah. Stay away
Emperor Mars (1 year ago)
This video is nice but misses the point on the demise of traditional media. People are realizing you don't need to pay a premium to read what amounts to propaganda pieces. Goodnight sweet prince, goodbye legacy media.
Ori Halcon (1 year ago)
Where is the evidence of this demise of traditional media? It sounds like you're in a bubble.
DaRealCuban but he just proved that idea wrong with the numbers from New York Times.. people ARE paying money for premium content..
Christopher Freeze (1 year ago)
No audience?! Should I then simply forfeit and weep?!?!
It's so hard to build an audience with so much content and so much shit thrown at you each day, from every angle.
Jason Richardson (1 year ago)
The Truth Be Told Podcast - Hip Hop Podcast quality will ALWAYS win over bullshit. Trash content may attract many temporary followers, but intelligent, insightful content will build a dedicated tribe....
Eric Miltsch (1 year ago)
Who are the boneheads down-voting this content?
D Gray (8 months ago)
Eric Miltsch, Buzzfeed "journalist".
Tom Olofsson (1 year ago)
Nicolas Palomino (1 year ago)
I wonder how much Scott makes per video.
Dylan Geick (1 year ago)
Pretty easy to ballpark. People throw a lot of ridiculous figures out there but off of YouTube ad rev alone... not very much. Based on average video views it will be in the ballpark of 300-500 dollars. That's a pretty generous estimate but YouTube's payment is now higher for totally clean content like his. It also depends how he chooses to monetize his videos.
Troy Beermejo (1 year ago)
Was this caused by the FCC?
djblast101 (1 year ago)
Are u saying Simpson will be cut? Mmmmmm idk maybe.
Thomas P (1 year ago)
The fact that you have an audience inspires confidence in my fellow humans
Seddit Guy (1 year ago)
Are your followers called as "Scott's Tots" ?
The Kavalier (1 year ago)
I strongly endorse this. I am now officially a Scott's Tot.
Thomas Newton (1 year ago)
Seddit Guy hey mr Scott! Whatcha gonna do? Whatcha gonna do? Make our dreams come true!
KnownNever (1 year ago)
Scott just bragging he has an audience
Ryan (1 year ago)
Not 'just' 😜
Michael Kelly (1 year ago)
Meh, I'm just feeding my professor fetish.
KnownNever It may be so that his is saluting his success, but there is content here. He is identifying what a valued hit (audience) is versus mere drive-thrus. And then he tells us the features of each. As for me, it's usually a major buzzkill when a man is aware of what a flaming hottie he is. What a joy tis not so here.Yowza,🏇
mike (1 year ago)
I got no roots!
Nanda kumar (1 year ago)
When you only have five minutes and you want to release a video!
McKenzie Peluchette (1 year ago)
Barstool Sports is the perfect opposite example of Buzz Feed

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