By Amanda MacArthur • 09/06/2008
The Mequoda Media Pyramid is the core of the Mequoda System. The foundation of the pyramid is the means by which you draw prospects into your customer base, or network hub and build relationships. Then, level-by-level, you monetize those individuals by pushing them up the pyramid to product levels that are increasingly more valuable to them and certainly more profitable for you. Designing your enterprise in a Mequoda Media Pyramid is a dramatic departure for most media companies, which have historically been horizontally integrated as magazine, newsletter or book publishers. Over the past 30 years, we’ve seen special interest media evolve toward vertical integration in which the goal is to produce media in and for a variety of content platforms.
The Mequoda Media Pyramid supports the notion that media products have a natural hierarchy. Media companies implementing this vertically integrated strategy use outside media to acquire new customers, leveraging “free media” first. They use content to build a permission database. They create many products in many formats and recycle, reuse and republish content. Finally, they are able to pull customers up the pyramid to maximize profit.
Posted in Glossary