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    Boston dockworkers among thousands on strike nationwide 

    High tariffs, immigration crackdown, funding cuts: BU professor warns of ‘Trump Trifecta’ 

    Sen. Elizabeth Warren and Rep. Madeleine Dean demand food and beverage CEOs put a stop to ‘shrinkflation’ 

    Mass. leaders worried for seniors and kids as Trump agenda bill clears House 

    What Is ‘Big Law?’ 

    Stop Making Cents: US Mint Moves Forward With Plans to Kill the Penny 

    How to Attract (and Keep!) the Best Gen Z Employees 

    How to Attract (and Keep!) the Best Gen Z Employees 

    How Retailers Can Capitalize on the “Refund Effect”

    Could the GPT Store Turn ChatGPT into a Platform Powerhouse? 

    The Right Amount of Cards, Cash and ID to Carry in Your Wallet

    The ‘Best and Final’ Job Offer Usually Isn’t Final. How You Can Negotiate 

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    Boston dockworkers among thousands on strike nationwide 

    High tariffs, immigration crackdown, funding cuts: BU professor warns of ‘Trump Trifecta’ 

    Sen. Elizabeth Warren and Rep. Madeleine Dean demand food and beverage CEOs put a stop to ‘shrinkflation’ 

    Mass. leaders worried for seniors and kids as Trump agenda bill clears House 

    What Is ‘Big Law?’ 

    Stop Making Cents: US Mint Moves Forward With Plans to Kill the Penny 

    How to Attract (and Keep!) the Best Gen Z Employees 

    How to Attract (and Keep!) the Best Gen Z Employees 

    How Retailers Can Capitalize on the “Refund Effect”

    Could the GPT Store Turn ChatGPT into a Platform Powerhouse? 

    The Right Amount of Cards, Cash and ID to Carry in Your Wallet

    The ‘Best and Final’ Job Offer Usually Isn’t Final. How You Can Negotiate 

    From Hollywood to the Hardware Store: The Real-World Impact of a 100% Tariff 

    From Hollywood to the Hardware Store: The Real-World Impact of a 100% Tariff 

    Bank Failures Show Us What Not to Do with Our Own Finances

    Bank Failures Show Us What Not to Do with Our Own Finances

  • Videos & Podcast
    • All
    • Podcast
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    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Tariffs and Their Economic Impact

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Navigating Internet Privacy: Unpacking Cookies, Dark Patterns, and Future Data Protection Challenges (2)

    Beyond Prototypes: Rethinking Innovation in Complex Ecosystems with Prof. Douglas Hannah

    Beyond Prototypes: Rethinking Innovation in Complex Ecosystems with Prof. Douglas Hannah

    Is Business Broken? Season 2 out now! 

    Is Business Broken? Season 2 out now! 

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Redefining Retirement: Navigating Emotional and Social Transitions with Insightful Strategies

    Life After Cookies: Who Uses Google’s Privacy Sandbox? – Garrett Johnson

    Life After Cookies: Who Uses Google’s Privacy Sandbox? – Garrett Johnson

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Real Estate Ripples from a Landmark Settlement

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    The Hidden Wisdom of Cultural Pushback

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Fusion Strategy: Navigating the Industrial Evolution

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    Boston dockworkers among thousands on strike nationwide 

    High tariffs, immigration crackdown, funding cuts: BU professor warns of ‘Trump Trifecta’ 

    Sen. Elizabeth Warren and Rep. Madeleine Dean demand food and beverage CEOs put a stop to ‘shrinkflation’ 

    Mass. leaders worried for seniors and kids as Trump agenda bill clears House 

    What Is ‘Big Law?’ 

    Stop Making Cents: US Mint Moves Forward With Plans to Kill the Penny 

    How to Attract (and Keep!) the Best Gen Z Employees 

    How to Attract (and Keep!) the Best Gen Z Employees 

    How Retailers Can Capitalize on the “Refund Effect”

    Could the GPT Store Turn ChatGPT into a Platform Powerhouse? 

    The Right Amount of Cards, Cash and ID to Carry in Your Wallet

    The ‘Best and Final’ Job Offer Usually Isn’t Final. How You Can Negotiate 

    Bank Failures Show Us What Not to Do with Our Own Finances

    Bank Failures Show Us What Not to Do with Our Own Finances

    In a ‘work-from-anywhere’ world, where are people working?

    79,000 lost jobs. $13 billion in GDP gone. Study tallies potential hit to Mass. from Trump’s ‘economic attack.’

    The Hidden Risk of Getting Paid in Stock Options 

    Trump Administration Cancels Scores of Grants to Study Online Misinformation 

  • Publications
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    • Harvard Business Review
    • Journals
    • Sloan Management Review
    How Retailers Can Capitalize on the “Refund Effect”

    Could the GPT Store Turn ChatGPT into a Platform Powerhouse? 

    How Retailers Can Capitalize on the “Refund Effect”

    How to Monetize Volunteer-Driven Platforms 

    How Retailers Can Capitalize on the “Refund Effect”

    Leading Global Teams Effectively 

    How Retailers Can Capitalize on the “Refund Effect”

    Research: When Prototypes Don’t Yield Useful Insights 

    Transforming Products into Platforms: Unearthing New Avenues for Business Innovation

    Transforming Products into Platforms: Unearthing New Avenues for Business Innovation

    How Retailers Can Capitalize on the “Refund Effect”

    We’re Still Lonely at Work

    How Retailers Can Capitalize on the “Refund Effect”

    17 Team-Building Activities for In-Person, Remote, and Hybrid Teams

    3 Ways to Support Employees with Bipolar Disorder

    3 Ways to Support Employees with Bipolar Disorder

    Will That Marketplace Succeed?

    Will That Marketplace Succeed?

  • Questrom Book Club
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Beyond the Spotlight: The Realities of Content Creation in a $500 Billion Industry 

Greg StollerbyGreg Stoller
December 12, 2024
in Entrepreneurship & Innovation, Feature, Our Insights
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Beyond the Spotlight: The Realities of Content Creation in a $500 Billion Industry 
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Greg Stoller, Master Lecturer of Strategy and Innovation at Boston University’s Questrom School of Business, reflects on the evolving landscape of media, the democratization of content creation, and the realities of standing out in an increasingly crowded market. While the tools for creating and distributing content are more accessible than ever, success is far from guaranteed. 

I’m not surprised to hear that content creators have built a $500 billion industry. However, I believe this trend isn’t confined to social media alone. Marques Brownlee, for instance, was one of the early pioneers in this space with his tech reviews. But it’s important to recognize that offline content creation is equally impressive. Many individuals who started out on reality television shows like 90 Day Fiancé, Real Housewives, and even smaller productions like Below Deck have leveraged those platforms to become well-known celebrities. I was recently quoted on Marketplace.org, discussing the Comcast cable spinoff, and I believe these two phenomena are closely linked. Gone are the days when people interacted with celebrities primarily through movies or traditional TV. Today, there are countless ways to consume media, and production costs have become so much more affordable that virtually anyone with an idea can create content and distribute it across multiple channels. 

However, it’s important to note that lists like Forbes tend to focus on the top 0.5% of success stories. Several years ago, I worked with a team to transform a 30-minute public access cable show called The Language of Business into a nationwide platform. We began by broadcasting on public access stations throughout Massachusetts and eventually expanded to a platform called PEG, allowing us to reach audiences across the country. Later, I was fortunate to spend a year on commercial television in New Hampshire. This required countless hours of preparation and execution, and while we were thrilled to have 500,000 viewers per episode, measuring the return on effort (ROE) was incredibly difficult. I don’t think my experience was unique, either. 

The good news is that production tools have become more affordable while still allowing for high-quality content. The downside, however, is that nearly everyone is now creating content. While it’s certainly possible to get your message out, it’s often diluted by so many “me-too” competitors doing the same thing. From my perspective, I believe it’s a fantastic opportunity for someone to develop a concept and share it with the world, but it shouldn’t be viewed as a get-rich-quick scheme or a stable, reliable source of income. 

Even this platform where this blog is being posted has been a great success for Questrom. We’ve been able to distribute a variety of messages and support the school’s brand equity, but no one views this as a for-profit venture. 

Language of Business Blog, LinkedIn, Facebook, Twitter

http://www.bu.edu/innovate/

Innovate@BU newsletter

Tags: Content CreatorsGreg Stollermedia mention
Greg Stoller

Greg Stoller

Greg Stoller is a master lecturer in strategy and innovation. He is actively involved in building entrepreneurship, experiential learning and international business programs at Questrom. He also mentors student teams that participate in business plan and venture capital competitions. His areas of expertise include Business Planning, International Entrepreneurship, Experiential Learning, and Global Strategy.

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