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Start from the idea that ‘premium publishers’ are a chimera dreamt up by publishers and reinforced by certain ad tech to arrive at the square root of what Forbes did what it did.
I suppose premium meant better editorial content (also false) a few years ago and now means less ads (mostly false)
You don’t need to know accounting to understand content is a commodity that multiplies exponentially every day in both size and ease to create.
That premium is subjective.
That value is knowing the user.
And that there is significantly - like 100’s of orders of magnitude - more demand than supply.
Start from the idea that ‘premium publishers’ are a chimera dreamt up by publishers and reinforced by certain ad tech to arrive at the square root of what Forbes did what it did.
I suppose premium meant better editorial content (also false) a few years ago and now means less ads (mostly false)
You don’t need to know accounting to understand content is a commodity that multiplies exponentially every day in both size and ease to create.
That premium is subjective.
That value is knowing the user.
And that there is significantly - like 100’s of orders of magnitude - more demand than supply.