Over at the Federated Media site, I’ve posted an appreciation of the company I started in a garage six years ago this week. FM came about because of my work on my first book – it was through the study of search’s impact on media and markets that I came up with the idea in the first place. Which means, in a pretty direct way, it was attributable in part to the musings here on Searchblog, and to your responses to those musings.
FM is great success by any metric now, so I wanted to briefly say thank you to all of you who still read me here, and know that I will be writing a lot more in the next year or so, thanks to a new book project soon to be announced.
From my post on FM’s six year anniversary:
FM was the first company that I built from scratch – no initial corporate parent (as I had with The Industry Standard), no initial set of partners (as I had with Wired or Web 2), just an idea and equal measures of optimism and trepidation…..
We delivered our first campaigns to FM partners in late 2005, and we’ve never really looked back. From our early start – about 20 sites, mostly tech, comprising about 2 million uniques and 20 million pageviews – we’ve grown to one of the largest Internet media companies in the world – with more than 75 million worldwide uniques and billions of pageviews across a multitude of categories, including food, parenting, lifestyle, and of course technology and business.
Along the way, FM became synonymous with innovation in media and marketing. I’m bragging like a proud papa here, but given where I sit at the moment (no longer CEO, but a very active Founder/Chairman reflecting on six years of sleepless commitment), I hope you’ll indulge me. We’ve worked with some of the best brands in what we’ve come to call “the Independent Web” – that part of the media world that isn’t Facebook (though we’ve worked with them, of course), or Google, or Yahoo, or AOL for that matter. Early on, I called this the “rest of the world,” and it’s a very vibrant and deeply passionate place.
FM was the first company to bring Fortune 500 brands to blogs, at scale. The first to identify and bring a business model to community driven news sites like Digg. The first to bring brands into the Facebook platform through partnerships with innovators like Graffiti. The first to evangelize “conversational marketing,” and the first to deliver actual ad units which allowed marketers to bring their own voice, in real time, into the real estate previously considered a wasteland. In fact, we were honored in 2006 with a Webby for our RSS-driven ad units, where a marketer’s own messaging (or the content of those authors they supported, now celebrated as “content marketing”) was updated as the conversation changed across the web. Now, of course, the idea that a brand might drive a conversation, and that this conversation should be central to a brand’s marketing efforts, is the axis around which Facebook, as one example, drives its current business. We didn’t start FM to be Facebook, (the Independent Web is pretty much the ying to Facebook’s yang) but it’s nice to know our ideas have not only gained currency, they’ve become the de facto currency of digital marketing…
…When Twitter took off in 2008, FM was there, creating the first brand integration, with our partner Microsoft. And when the world’s largest publishing platform, WordPress – long a friend to the company – was ready to explore monetization, FM again was the partner of choice…
Over the past three decades, I’ve been at the center of a few amazing companies – two of which have passed 500 employees in girth. Wired, which still lives on, was the first. The Industry Standard, which lives on in a few markets outside the US, was the other. But FM is my proudest and most cherished accomplishment – with just 175 or so extraordinary employees, we’ve managed to deliver more than $100 million back to the creators of the Independent web over the past six years. That means that thousands of independent voices have rung out true, in part because FM and its partnesr were there to help them pay the bills.
I can’t really put in words how proud that makes me feel.