The latest addition to the 2012 Media Pioneer shortlist is The Media Briefing, built around an innovative content aggregation platform and adept use of social media, writes Carolyn Morgan.
TheMediaBriefing.com (TMB) was launched in the summer of 2010 as a "real-time intelligence platform" providing original analysis and aggregated, curated news updates via TheMediaBriefing.com (and m.themediabriefing.com) plus eight weekly newsletters. With just one permanent member of staff and no office, the brand has quickly grown to become an important voice in the media sector - particularly among senior executives grappling with the transition from print to digital.
Punching above its weight
Editor Patrick Smith singlehandedly commissions, edits and writes all the site’s original content and daily newsletters, as well as providing a running commentary on media business issues for a combined Twitter audience of more than 10,000.
From the launch, the site has made a conscious decision to step away from the daily grind of the news agenda and press releases to focus entirely on in-depth, long-form analysis, interviews, video and audio interviews, case studies and content that helps media executives do their job. It does not re-write press releases. Instead, TMB algorithmically links to and sorts hundreds of links a day (40,000 a year) from the best media news and analysis sources.
TMB’s target audience listens
TMB thinkpieces and analysis are talked about at a senior level in many of the biggest media companies in the UK and US - with newsletters reaching some 6,000 senior media professionals a week in a professionally-handled marketing database, more than 30 percent of whom are decision makers with significant spending power.
Editorial works with commercial at every step
Playing a key role in commercial relationships, events planning, marketing strategy and product development, the team makes sure there is always a strong link between content creation and monetisation – leading to the creation of a string of paid-for reports, big and small events and long-term sponsorship deals.
TMB believes in innovation and acts on it
TMB’s relationship with its reader meant it was able to stage the British Media Awards in April 2012, hosting more than 250 guests at Arsenal’s Emirates Stadium, with eight commercial partners, judged by some of the biggest names in British media. Despite being advised not to launch awards, TMB has launched a genuine new force onto the media event scene.
Instead of focusing on industry-based sectors, TMB made entry to the BMAs open to anyone in the media world, meaning technology providers, publishers, advertisers and agencies were rubbing shoulders in the same categories. The winners weren’t the most digital, but the most innovative in categories spanning editorial and commercial.
The Media Pioneer Awards were established by the Specialist Media Show to recognise innovation and entrepreneurial spirit in specialist consumer and b2b markets. Nominations for the 2012 awards are now closed, and winners will be announced at the Specialist Media Show on 24 May 2012. The 2012 Awards are sponsored by Audience Media.