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I’m in better shape than PodTech…

Sorry for the drought in posting - I imagine there will be a bunch of people wondering what this suddenly active feed in their RSS reader is - well, hello! I’m back from another blogger-hiatus.

That being said: let’s talk about PodTech, the struggling vlog content production/distribution company noteable mainly for its hiring of Robert Scoble away from Microsoft. Word on the street is that PodTech is “restructuring/refocusing/etc.” - initially reported as a coming closure by Daniel Lyons, gleefully repeated by TC, and finally responded to via tweet and vitriolic hyperbolic scoble-post.

What is it that makes the Scoble / PodTech trainwreck so compelling to watch? Perhaps is the rumour-carried ego battles that have defined PodTech’s leadership; perhaps the questionable investment (7.5M according to TC) in a company with a sketchy, ill-defined “build-it-and-maybe-they’ll-come” business model; perhaps Robert’s overly-honest stories of salary and million-dollar real estate acquisitions.

Face it: we all gloat a little when we see a company that sold little more than buzz-word hype crash and burn. It would be like seeing Steve Rubel get hired by Second Life as VP of PR, and then having Second Life fold up six months later - talk about poetic justice.

Anyway, none of this is intended to say that I bear PodTech, Robert, or Steve R. any ill-will - its just an interesting self-exam as to why this story of any has popped me out of my hiatus. I have no doubt that Scoble will land on his feet, and for the sake of the other hard working people at PodTech, I hope the rest of the company can too.

Gawker and Sugar Did it Right

On PodTech’s ability to bounce back: I have my doubts. PodTech seemingly jumped into vlogging with a lot of enthusiasm and little planning… the breadth of subject matter covered and distribution execution suggests that the company is wanted to be a self-contained content network - a new-school MSM network-equivalent.

Compare this to the experiences of other New Networks, like the Pop Sugar or Gawker families: focused verticals are launched independently, building their own high-quality audiences. The parent organization provides network connections, business management, and ad sales. The network can grow in controlled fashion with organic growth of individual properties into their segments, or the addition of new properties when deemed appropriate.

IMHO, PodTech bit off too much - even their squiggly devoid-of-meaning logo speaks of lack of focus. Why didn’t they take a smaller investment and choose a vertical (scoble’s tech scene, for instance) to focus on? I’m all for dreaming big/shooting for the stars/etc. but there are good models of growth to following. Going down the “video” road provided an element of innovation; attempting to launch an entire network at the same time just added risk.

podtech, scoble vlogging

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