The Rundown: Vice is a headwind for digital media hopefuls

In this week’s Rundown: Distributed media still isn’t pulling in big bucks for publishers, and why Vice Media’s revenue woes could be a setback for digital media hopefuls.

Promises, promises
Trade group Digital Content Next is out with its second Distributed Content Revenue Benchmark Report, examining revenue publishers are receiving from the third-party platforms they distribute their content to. It’ll come as no surprise that the amount is small — it works out to $1 million per publisher per year — but given the promises platforms have made to publishers this past year about improving monetization, it’s surprising how little that revenue has grown. The report also reinforces the different classes publishers find themselves in — most of the revenue shared with publishers is generated from video, which favors TV/cable companies, while legacy text publishers are left to feed on the scraps. But if you factor in the high cost of producing video, those numbers still aren’t particularly impressive. Where it all points is that publishers can’t ignore the platforms — audiences are there — but they can’t count on them for money. — Lucia Moses

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.