The Illusion of Scale in Modern Media Companies
In the digital age, the pursuit of scale has become the holy grail for media companies. This article explores the illusion of scale, the myth of “bigger is better,” and the operational reality of a fragmented and inefficient system. It breaks down the hidden costs of scale, from rising customer acquisition costs to the complexity of multi-platform distribution, and outlines a structural path toward a more integrated, strategic, and data-driven approach to building a sustainable and profitable media business.
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