Marc Maron's WTF
Podcast is a fantastic small scale example of how incremental
innovations to a known product can bolster a media company and help
to create a media company that is both innovative and familiar.
By adapting
traditional value chains for the benefit of his own business, Maron
can cover all of the digital bases for his product, ensuring a wide
and consistent media reach that hits all platforms with ease and
allowing for many feedback networks.
Through the use of
various types of innovation (including Horizontal, Long tail,
Process, Positioning, Paradigm and Product). Marc Maron has built on
a relatively simple product and brand to create something of a media
empire. These incremental innovations have slowly built the audience
network up from merely fans of Maron, of which there weren't many, to
broader fans of comedy and radio in general.
Use of long tail
innovation has opened up a number of new revenue streams from older
content. Purchasing individual podcasts or subscribing to a premium
service allows access to these files which are harder to find
elsewhere on the internet. The vast amount of content available as
created a desire to listen to interviews from the past and
traditional mediums such as DVDs are now being used to release
content in a very limited fashion.
Creating a
relationship with his sponsors has enabled Maron to innovate and
advertise effectively by monitoring which of his adverts are
successful and pulling revenue streams from direct sales of
advertised products such as justcoffee.coop.
Maron's podcast is
now one of the most popular on the internet and commands a loyal
group of fans with which he has a great deal of interaction.
Joshua Hammond
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