"As miniature media companies, individuals need to do many of the things regular media companies do. They need growth and marketing strategies, brand work, analytics, acquisition and retention strategies, product development and for those not all-in on subscriptions, they need to sell ads, create them, provide great client service (often overlooked) and more."
I like the way this is phrased: It's not technology infrastructure, rather business infrastructure. Sure, technology infrastructure is a part of business infrastructure and strategy.
(This infrastructure cost is absorbed by the platform, in this case Substack. Isn't this what Apple proposed and managed with the App Store?)
However, as I wrote earlier in How the creator economy is reshaping business, these new companies don't have the full business acumen needed to succeed over the long term. That's where these individual collectives will support individual business models.
It reminds me of the Telecommunications Act of 1996. From AT&T to baby bells to a consolidation of regional networks. While there remain some independent telecom providers today, those providers are having an increasingly difficult time competing with the economies of scale from the bigger providers.
If you're in the game long enough, you see that everything and nothing changes at the same time.
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