8/ Old media achieves quality, consistency at scale using traditional command and control editorial. But margins are precarious at best now
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9/ New media 'works' if brand is a single person from paper-napkin writing ideas to distribution decisions. Ben himself is a good example.
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10/ I've been slow-pivoting ribbonfarm from individual to multi-author over 3-4 years. Why so long? Why not just indiscriminate guest posts?
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11/ Early bad experiences with guest posts convinced me there was a narrow band of elasticity around my own style of writing and taste
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12/ Those bad experiences led to more deliberate expts with extended, carefully invited guests. , , in 2013
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13/ These worked, and began broadening the brand, staying relatively consistent around 'refactored perception' and consistent quality
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14/ The first "ribbonfarmesque" on-brand hit that was NOT by me was probably ribbonfarm.com/2012/10/29/ant in 2012
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15/ After I worked out 'residency' formula over 3y (now at 14... need to add here) ribbonfarm.com/blogging-resid it was time for next move
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16/ This was the seriously risky move of inviting as contributing editor... an impulse function shock to brand elasticity
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17/ I did it *because* we were truly different in a few key ways that would create an interesting editrial level tension. It worked.
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19/ You can see results in posts published under Guest since the beginning of the year ribbonfarm.com/author/guest/ I'm *very* happy with them
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20/ I think I've finally figured out how to scale longform (not reporting, that's easier) to multiauthor with consistent sensibility
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