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Abstract

With the rise and rapid proliferation of digital and online marketing, increased cord-cutting by consumers, and new content being created online, Internetbased advertising isthe single fastest-growing ad expenditure category, outstripping TV, radio, and other more traditional media formats. With the rise of new media and the increased content creation, the ability of content creators to manage and guide their brand has become more important than ever. This article investigates one such mechanism for managing the new media phenomenon, the Multi-Channel Network (MCN) model. An MCN is any entity or organization which either partners with content creators or directly produces a variety of distinctive content and works to perform business and marketing functions on the platform in which said contentisreleased. This article investigatesthe MCNphenomena asitspecifically addressesthe needs of content creators in the new prosumptive consumer culture that helps inform and create new media content. It highlights strategies for managing and navigating the new media and MCN domain.

5. Integrating an MCN with your brand

Although a powerful tool, the MCN model does not always guarantee success or profitability. How can content creators determine whether joining or creating an MCN will add value to their work, increase their exposure, or generate more revenue? How can companies that create large amounts of varied content packaged together in one network determine whether new products will appeal to existing customers? The first step in utilizing an MCN relationship is to create a sustainable business model, audience, and array of content before you even begin thinking about creating or joining a network. The content you produce must be consistent and you need to have a sizeable audience already established from which to grow. If your channel or podcast isn’t already making it on its own, joining an MCN is unlikely to fix this problem. This is reflected by the hard fact that MCNs like to partner with talent that they know can land bigger brand promotion and advertising deals. Ultimately, MCNs are businesses, too, and must make investments that they feel con- fident they can get a sizeable return on. This means constructing your content and business model in such a way that it engages your viewers (customers) with what they want and initiates their entry into activities that are created by both you and your viewers (Ritzer & Jurgensen, 2010). These activities are the tangible evidence an MCN needs to see that you can provide a valuable and interested audience.