Opening Super Followers’ Wallets

My mind is still pretty pre-occupied with thoughts about content, talent and subscription. I think this is a combination of Apple/Spotify’s upcoming subscription podcast thing, a really interesting post on ‘Sovereign Writers’ from Ben Thompson and some questions I was asked about this newsletter by Simon Owens on his Creator Collab Substack.

Talent has always been something that’s in-demand by media owners. Investing in talent generally comes from either supporting someone up and coming (and incurring the cost of money and time to get them where you want them to be) or by paying more for someone that has something that you would like. The general business analysis is whether that investment gives a better return than if you continue with an existing operation.

I’d probably argue that media operations (like all jobs) also have a lot of people who fulfil a function that other people, with some training, could also do. Not talentless, but not often part of the talent equation.

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