Mashable: the cost of pivoting an offering and refocusing on what works
Mashable has had a difficult year, deciding to pivot its content offering amid a restructure which resulted in unexpected lay-offs. Global COO Mike Kriak talked to Miranda Ward about the changes and the return to its original remit of ‘where technology and culture meet’.
The last year of Mashable’s history has been more reminiscent of one of it’s more traditional publisher rivals than a savvy, future-focused digital publishing company, with surprise editorial layoffs, including chief content officer Jim Roberts, and a shift away from more general news.
Pivoting to re-focus on its original remit of ‘where technology and culture meet’ hasn’t been an easy road for Mashable to take – with layoffs coinciding with news of a $15m investment round led by Turner Broadcasting System, a group of cable TV channels including CNN.
That news was quickly followed by that of Mashable partnering with Bravo, Telemundo and Facebook Live making it clear that Mashable believes its future lies in video.
Speaking with Mumbrella ahead of the New York event, global COO Mike Kriak said the partnership with Turner Broadcasting will allow Mashable to amplify the content it is creating for brands.
“It’s really the focus and the approach and understanding those angles as it relates to technology which will be the way in which we tell those stories.”
“You or I can break news if we catch something on our phone or I could happen to look at Twitter at the same time somebody says something.”
“For us, it’s how do we pull that gravity to us sooner for something that will eventually happen.”
A more lucid exposition I have not heard in many a long year. So shall they go on with vigour and success!
Glad with this decision.
There is something to be admired for Mashable in ditching trending news outside of their roots.
Hope others follow suit. Niche sells better.
What’s the lowest price of a electric Jet pack?
Or the facebook Mashable hovercrafts lowest price?
PS I have epilepsy and found my Apple watch detects seizures.
So could the Apple watch be fixed to have the hovercraft robotically land the hovercraft when detecting seizures?
If you wish to test me I have the Nerve to be the Guinea Pig
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