How To Build Traffic In A Fragmenting Media World
Big online networks are fragmenting into niches.
One domain that hasn't blown up like I thought it would is sports. Talk radio has shown us that John from Long Island has a lot to say to Bobby from Southie.
Strangely, big media companies have dipped toes in the social sports pool very early.
Of the social sports startups, I like Fan Nation best.
Started by a bunch of friends from ESPN, these guys love sports, are super-smart, and are well connected in the space.
They've got the content aggregation down, because they don't have to overcome the fear that most media companies have: if they point people off-site, they won't come back.
Attention is scarce, and services that help focus attention will succeed. (Example 1)
Building the aggregation before the social was smart, because it brings people in the door.
Once people are visiting regularly, adding social features makes more sense. Fan Nation needs to work on the social elements of the site, but I know they're listening hard.
Suggestion: help me find Raptors fans in LA to befriend.
Forget about web 2.0. Fan Nation is providing real value with a nice presentation.
And as niche content sites proliferate, Real Value and Sexy Presentation will be increasingly important.
These guys have both. So if you're into Social or into Sports, keep an eye on the other sports media company in Connecticut.