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FilmCritHULK's profile
Film Crit Hulk
Film Crit Hulk
Film Crit Hulk
@FilmCritHULK

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Film Crit Hulk

@FilmCritHULK

Writing essays! Patreoning. Bylines at Polygon. Observer. Vulture. Verge. EW. New Yorker. Playboy. Thrilllist. Contact: filmcrithulk@gmail.com

Avengers HQ
patreon.com/filmcrithulk
Joined May 2010

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    1. Matthew Ball‏Verified account @ballmatthew 3 Dec 2018

      6/ Their inability to prove value (and the misleading nature of huge traffic figures) is easy to show For every 100 unique viewers, only 17 occasionally returned and 3 regularly. And up to 80% of regulars only came back from other social clicks, versus direct access /brand valuepic.twitter.com/q2Wydv3JP8

      1 reply 12 retweets 121 likes
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    2. Matthew Ball‏Verified account @ballmatthew 3 Dec 2018

      7/ This is where we conflate "popular" with "necessary" or "valued". This doesn't mean the content was bad it often was superb – but if it doesn’t change viewer habits, if traffic is just a question of virality and timing and Facebook, that’s not a biz / audience you can sell

      2 replies 7 retweets 102 likes
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    3. Matthew Ball‏Verified account @ballmatthew 3 Dec 2018

      8/ Put another way, Facebook might have been unfair and a bad partner, but if an algo or priority change at the company costs a web publisher 30-50% of their traffic, who was really responsible for most of the publisher's success or revenue or value?

      3 replies 22 retweets 167 likes
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    4. Matthew Ball‏Verified account @ballmatthew 3 Dec 2018

      9/ FB and VC funding rarely kills a business that fulfills a real need. There are important proof points. The most scaled, best funded, most successful publishers (BuzzFeed, Vox) are still struggling to be profitable; it’s contrarian to assume smaller generalist can via editorial

      1 reply 10 retweets 76 likes
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    5. Matthew Ball‏Verified account @ballmatthew 3 Dec 2018

      10/ In fact, all of these brands are seeking profitability by getting out of D2C distribution, preferring high margin TV/film production businesses (e.g. selling a show to Netflix) or podcasts

      2 replies 3 retweets 67 likes
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    6. Matthew Ball‏Verified account @ballmatthew 3 Dec 2018

      11/ More broadly, even the most successful scaled publisher – New York Times – has only 2.5MM digital news subs (Netflix, Spotify, etc. add this almost monthly). That’s only $300MM in revenue, and a $4B enterprise value business.

      2 replies 10 retweets 81 likes
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    7. Matthew Ball‏Verified account @ballmatthew 3 Dec 2018

      12/ Few would say that a highly fragmented market where the clear leader puts up those numbers is a good one to enter.

      2 replies 3 retweets 48 likes
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    8. Matthew Ball‏Verified account @ballmatthew 3 Dec 2018

      13/ Compare this to other digital categories with a high volume of entrants, such as D2C consumer goods (e.g. Warby, Harry's, Gilt, Movement, Bevel etc.). Many have failed, many more will – but they’re competing with an incredibly valuable category with $100B incumbents

      1 reply 3 retweets 40 likes
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    9. Matthew Ball‏Verified account @ballmatthew 3 Dec 2018

      14/ I don’t think Facebook has ever managed its media business well, especially with partners. And made many unforced errors. But no one *pivots* from a highly successful business to a speculative one. You pivot from one that doesn’t work in the hopes that another will

      3 replies 7 retweets 65 likes
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    10. Matthew Ball‏Verified account @ballmatthew 3 Dec 2018

      15/ When web publishers jumped after digital video, they were often promised an opportunity that didn’t really exist, but they pivoted because text wasn’t working. Else they’d have just *expanded* to video

      2 replies 9 retweets 74 likes
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      Film Crit Hulk‏ @FilmCritHULK 3 Dec 2018
      Replying to @ballmatthew

      I really have to take issue with this framing, becaust what we're really talking about the difference between steady business vs. potential gold mine, such as the facebook inflation made it seem. Moreover,

      1:18 PM - 3 Dec 2018
      1 reply 0 retweets 0 likes
        1. Film Crit Hulk‏ @FilmCritHULK 3 Dec 2018
          Replying to @FilmCritHULK @ballmatthew

          It's pretty worthless to talk about any of this without talking about the way that younger demographics played into the entire conversation, where everyone was mostly trying to get in with that demographic. Everything you're saying is true, it's just ignoring the most imp. parts.

          0 replies 0 retweets 0 likes
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