What's next for publisher content studios

Forget about publishers competing with ad agencies

It can be hard to remember now, but all levels of digital publishing once had BuzzFeed and Vice envy. Publishers pined for BuzzFeed’s scientific mastery of Facebook distribution while they wished they could pull off Vice’s ability to use its brands as a front for an agency and production business.

Publisher content studios were premised on the ability to create content efficiently, but also that they could bundle creative with distribution – and make sure the two match well. But along the way, publishers saw an opportunity for revenue by acting like standalone agencies. Like many trends of this era, this one needs to be rethought.