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cover of episode Complex’s Next Chapter

Complex’s Next Chapter

2024/11/1
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People vs Algorithms
AI Deep Dive AI Chapters Transcript
People
B
Brian Morrissey
媒体行业专家，前Digiday编辑总监，创作者和主持人 của《The Rebooting Show》和《The Rebooting》newsletter。
M
Moksha Fitzgibbons
Topics
Moksha Fitzgibbons回顾了Complex从Marc Ecko时期到现在的发展历程，包括其作为杂志、网站、广告网络、Go90内容提供商、YouTube节目制作方、活动组织者和电商平台的多个阶段。他详细阐述了NTWRK收购Complex后，公司如何将重点从广告转向电商，并通过与NTWRK的直播购物平台整合，利用Complex的品牌影响力和用户基础来推动电商业务增长。他还解释了Complex如何通过与环球音乐集团等合作伙伴的合作，以及与内容团队的协同工作，来创造独特的电商产品和体验。他强调了ComplexCon活动对公司整体战略的重要性，以及如何通过活动来提升品牌形象和用户参与度。 Brian Morrissey和Troy Young讨论了新闻行业面临的挑战，以及Complex的转型对媒体行业的启示。他们分析了Complex如何平衡内容创作和电商业务，以及如何利用社交媒体平台来扩大受众范围和提升用户参与度。他们还探讨了网站首页在当今媒体环境中的作用，以及如何利用AI技术来应对SEO难度增加和内容创作效率的挑战。 Alex Schleifer对Complex的网站首页设计和用户体验提出了质疑，认为其与社交媒体内容存在脱节，未能充分展现品牌的现代化战略。他认为，网站首页应该成为品牌在不同平台上的内容和服务的导航中心，而不是一个独立的、过时的信息展示平台。

Deep Dive

Chapters
This chapter traces Complex's evolution from its early days as a print magazine to its current iteration as a commerce-driven platform, highlighting its various pivots and acquisitions. It also explores the integration of NTWRK's live shopping platform and the shift away from advertising.
  • Complex's diverse past lives include magazine, dot-com, ad network, YouTube showrunner, and events organizer.
  • Acquisition by NTWRK for $108 million in February 2024.
  • Strategic shift from advertising to commerce as a primary revenue stream.
  • Integration of NTWRK's live shopping platform to enhance commerce efforts.

Shownotes Transcript

Complex is a digital media survivor. It has lived many lives, including as a magazine, a dot-com, an ad network, Go90 (RIP) provider, YouTube showrunner, events organizer, hot sauce merchant, neglected BuzzFeed brand, and now in its latest iteration as a commerce engine. Complex President Moksha Fitzgibbons joins the show to discuss his return to Complex, where he was an integral part of the founding team going back to its Marc Ecko days, and how the youth culture brand is betting on combining its reach and engagement with the live shopping platform of NTWRK, which bought Complex for $108 million in February. Moksha discusses how the brand plans to focus increasingly on driving commerce and far less on selling advertising. Plus: Brian and Troy discuss the news industry’s current meltdown at the prospect of Donald Trump returning to the White House.