“The Art of the Media Launch” Panel Discussion at NYU

NYU – 11/07/07

(Posted via blackberry live so excuse the mistakes and lack of links – edits to come)

NYU SCPS put on a speaker series this evening called “The Art of the Media Launch”

Moderator
David Carr – media columnist – NYTimes

Panelists
Arianna Huffington – editor and co-founder of The Huffington Post
Susan Lyne – president and CEO – Martha Stewart Living Omnimedia, Inc
Craig Newmark founder and customer service representative – craigslist.org
Laurel Touby – founder and senior vp – Mediabistro.com

Based around the success of the properties listed above the speakers were brought together to be moderated by Carr.

Keypoints from the discussion

Stay on track with your original idea
Toughest naysayers are in your own head

On Advertising
Advertising was brought up as an important part of what is happening now on the web. Craig Newmark believes in the effort of sites to be transparent. All panelists agreed that advertising should not interupt but rather accompany content.

Barriers to entry to start a business are at an all time low. Especially a media platform.

Lynn on discussing the traditional media launch-importance

Years ago polishing your pitch was important and developing your need and story. This is even more true today.

Touby – same question
Go out and get info from your possible audience. Have passion, have a set customer base (identify your users), excellence (have good materials and content)

Newmark – same question
Make sure people have/use the same values. Do what you say you will – follow through.

Audience Questions

Are you afraid of Google?

Huffington – No
Google pushes the limit and will continue to do so.

Lyne – No
Google (the) search is not working that well anymore.

My comments
She was looking for search results that included a single url only. Looking for filtered search. She is looking for site specific search results. I was surprised at this question as this feature exists currently. (Lyne is the CEO of MSL Omnimedia)

Startup Capital?

Get $ from friends and family.

Huffington on the next big thing – Disconnecting. Disco from online and reconnect with offline selves.

Touby – get and audience before going for advertising.

In closing I think this type of discussion like many appear to be a branding campaign for each respective company.

Some of my quick thoughts: there is no set strategy being discussed. Commonalities between these speakers are few. Putting together a panel such as this is difficult to stay on track with the original idea of “art of the media launch”.

Overall Great Panel.