Sign up to receive 5 free days of our daily summary for tech news.

Read this article for free.

Already a subscriber? Log in here

Q&A
Media Facebook

Are There Any Good Deals Left in Digital Publishing?

The key for a media company trying to reinvent itself during this digital era is to have a strategy. And, preferably, one that works. The problem is, nobody really knows which ones do.

But there are no lack of glittering lures. Companies like BuzzFeed and Vice have raised big money at enormous valuations by selling themselves as quasi-ad agencies happy to create original content for brands. There are also platforms aplenty, like Facebook and Snapchat, willing to host your content on their sites for a cut of the ad revenue.

This is the environment that confronts Paul Greenberg as he tries to turn around Nylon Media. Started 16 years ago as a music and pop culture magazine aimed at young women, Nylon has struggled with the transition to digital. Last year it was bought by a private equity firm, which later installed Mr. Greenberg as CEO. He’s a digital journeyman, having previously been CEO at CollegeHumor, an executive vice president at TV Guide and head of digital at Time Inc.’s Lifestyle Group.

For Nylon, he’s taken a look at the landscape of platforms, native ads, events, e-commerce and banner ads and tried to pull them all together. Call it the unified theory of everything in digital. Mostly though, he argues that the strategy comes down to Nylon’s voice and the ability to pitch itself to brands and readers as the best way to communicate with young, hip, female music lovers.

In a recent conversation with The Information, Mr. Greenberg discussed his native ad play for Nylon, why it make sense for Nylon’s editor-in-chief to head up its sponsored content and why he’s skeptical of the content creators that are singing the praises of Snapchat and its new Discover video feature.

What Is The Information?

Notebook b5103017ee163370a1667c9ce59ab0ef023875a17888105d26c185cadf31bb69

Daily news analysis

Every weeknight, we'll send you our reporters’ views on the day’s top tech news—distilled into one email.

Notes bb3aa5069205d702dda37fc71dc6f1c59df2310c4379304e9f1199f052af4884

Exclusive Articles

We broke it first. Receive original reporting, stories, and exclusives you won't read anywhere else from the largest newsroom in tech.

Conference calls c9e664e8b96ee347d3e92b8309938f268422b9db98cfabca5c826fbb75054b23

Conference calls

Go deep into areas like crypto and VC diversity—or get real-time analysis of breaking news—via conference calls with our reporters and other experts.

Events 499acedd16cffc41445edd76bfd302b2836c2a27419890f17130a6b10e2aa3df

Special Events

For no extra fee, subscribers get access to more than a dozen events yearly, from intimate dinners to larger gatherings with marquee speakers.

Access the best reporting on the tech industry read by tens of thousands of global executives.

Become a contributor

Share your views and find other subscribers by completing your profile. You’ll be listed in our contributor directory.

Org Charts

Access the only collection of tech company org charts. Our expanding database includes companies like Amazon, Snap, and Uber.

Slack community

Discuss topics and current events with our subscriber-only Slack group and share news about your company with other subscribers.

Share with your team

Subscribers can unlock any article and share it with friends and co-workers through a special share link.

Stay up to date on Silicon Valley

Sign up for Jessica Lessin’s (The Information’s CEO & Founder) free Saturday newsletter and also receive a complimentary week of our daily afternoon tech commentary email.

Already a subscriber? Log in here

Recent Articles

Venture Capital Cities Startups

Bay Area’s High Costs Drive Away Some Tech Firms

By Cory Weinberg

Venture Capital

First Round Capital’s Eyes and Ears on College Campuses

By Britton O'Daly

Media Entertainment

NBCU’s Latest Online Video Idea: Paying Viewers

By Tom Dotan and Jessica Toonkel

Media Entertainment

How Snap Is Becoming Twitter

By Tom Dotan

You cannot drive traffic off Snapchat, or Instagram for that matter. If your video is getting 10 million views, those are Snapchat views.