Brut. CEO on the 'Super-Polarized' U.S. Media Landscape, Wanting to Be the Netflix or Spotify of News
"There is not a single media [organization] in the world that generates more conversation than we do per video," says Guillaume Lacroix."Legacy media are going to go after the news cycle in a very negative way."
When we arrived in the U.S., we assumed that the U.S. millennials and Gen Z were going to behave as they behave in Europe, in India – we are the biggest English-speaking media [provider] on social in India. You know what? They did the exact same thing. So Brut. is really a global media company in the sense that we make a video from somebody in France, in Japan, in India, in Mexico, in the U.S., and this video is working everywhere in the world.
So how do you hire editorial people in the U.S.? Is there room for folks with a more traditional media background? The way I see it, to be very honest, we have no competition. Yes, we are a media organization, but nobody is mission driven like us. All the companies you named, all legacy media are not into conversation and not mission and value driven. We are all competing for the same advertising money, but for me it is not a competition.Advertising is the way we are making money. And there are three main issues with the advertising market.
France Dernières Nouvelles, France Actualités
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