We are so obsessed with talking about the future of something, yet it is true that making predication remains a worthy pursuit of many social scientific investigations. Tobi Bauckhage, the CEO and co-founder of Moviepilot, talks about the emerging hybrid models which seems to be merging platforms and publishers into one, leading the neologism “platisher” to being “a new breed of content providers”.
Bauckhage begins with explaining the (previous) distinctions between a platform and a publisher. Platform models facilitate “the production and distribution of content”, empowered by technology and contributed equally by every user, whereas publisher models make all decisions about the content and “were responsible for bad content or copyright infringements”.
Recently, however, social media platforms including Facebook, Twitter, and Youtube, are pushing into the content creation area, while traditional publishers start to build up their online platform. Meanwhile, many hybrid media companies — or “platishers” — begin to emerge with considerable success.
With numerous creation of content and new business models flooding the internet, Bauckhage points out that the current challenge is to make relevant content stand out “in a meaningful, pluralistic and diverse way”, which is much related to the functionality of SEO. His confidence in new hybrid models being “the future of media”, though, seems to go without much justification — or should we just take it as self-explanatory?
Image Credit: TechCrunch
Publishing Insights 
Desktop publishing was the first sign that channel & brand would eventually marry. Not sure how long before the divorce, because boundaries are getting messy with native advertising, etc. But I agree traditional publishers have been in a position for 2 decades, at least, to lead the way. If there’s another chance, they need to take it, or forever hold their piece.
P.S. I will never be able to use the term “platisher” – reminds me too much of “platypus,” which I avoid saying at all costs.
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Nice spotting on the desktop publishing issue, but it saddens me to hear that you hate the word “platypus”, as I find it an adorable Australian animal 🙂
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It’s cute, true. And the name – well, it *is* memorable! 😉
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Well, the name “platypus” is the latinisation of the Greek word πλατύπους (platupous), so it might not sound so great to English ears… anyway, thank you for your contribution to this disucussion (about publishing, not platypus)!
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Agree it is a great post! Looking forward to reading more from you.
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I can’t hear the word “platypus” without thinking of Phineas & Ferb. I have a 3 year old 🙂
I know. We’ve just hijacked this thread. It’s a good post though
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Reblogged this on Jin Okubo and commented:
An interesting topic
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Interesting. But if “success” is by and large contingent on SEO, then the time it might take to game and garner product cachet and distinction will detract from content creation and quality control. If relevancy is conditional on keywords and meta magic, then the algorithm is the critic and arbiter of taste.
Thanks,
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