Personality-Driven Media Brands: Why Do Some Thrive While Others Fail?

When I first started Suzanne's Files I didn't set out to build a personality-driven business; I was simply impassioned by finding the best and leaving the rest -- and wanted to share my finds with as many people as possible. With that said, as the business has grown I have amassed a considerable following of discerning individuals who have come to rely on the insight provided in my files. The trust has built very quickly and here we are: building a personality-driven lifestyle business!

The growth of my own business has got me thinking -- why do some personality-driven media efforts succeed where others fail? Why have Martha Stewart and Oprah Winfrey been able to build such strong publishing brands while others, such as JFK Jr. (George) and Rosie O'Donnell (Rosie) have not been as fortunate?

In the past, personas like Martha and Oprah took years to build their brands. For Martha, it all started with her catering business, which led to a book, which led to a magazine, which led ultimately to a TV show. For Oprah, it was years in daytime television before she became the host of her own national show and then she launched her now hugely popular magazine, O.

More recently, other personality-driven media brands, such as Rachel Ray, Emeril LaGasse and Giada De Laurentiis, have come onto the radar more quickly in both print and TV.

Then you have A-list movie stars such as Gwyneth Paltrow, whose recently launched lifestyle website, GOOP, received instant notoriety out of the gate simply for being "Gwyneth's website." Unfortunately for her, GOOP's content has since been harshly criticized in the tabloids. One blogger even recently commented, "Her lifestyle website GOOP has been dazzling the blogosphere with its unique brand of snotty condescension for months now..." Yikes!

But in today's brave new media world where the web is changing everything, I wonder what role blogs, Twitter, and Facebook will play in the development and success of these and other personality-driven media brands. Given that anyone with a computer can establish themselves as a blogger -- and they are -- how are the good ones going to find the sunlight? What is the magic that transforms a web personality into a brand?

While some people really do blog just to blog and get their thoughts and ideas read by whoever finds them, there are many people who actually have something special to say and deserve to rise above the noise. For example, in my last post, "Chic Curators of the Web," I mentioned a few of my favorite curators of niche content on the web today -- people like myself, who have turned their passions into successful businesses.

Unfortunately, achieving a personality-driven media brand of "Oprah" or "Martha" status is kind of like becoming an A-list actor; there are millions of extremely talented actors in Hollywood but we only "know" a few of them.

In the same vein, what are the "big breaks" that are needed to turn these talented web personalities into household names? Do we need to get on a major network or host or star in a television show? What do you think are the moments of breakthrough that bring people of substance to people of notice?

Comments

[SharpDressedMan]

"Personality-Driven Media Brands: Why Do Some Thrive While Others Fail?"

Being at the right time and place is paramount. That was certainly the case with many. It takes personality, charisma, perceived authenticity, perceived credibility, the right message, addressing the right niche, and the strong desire to be a public figure are requirements for media success. I say perceived authenticity and credibility because many followers or fans are willing to believe without having their idols vetted. For them, personality, charisma, and message are sufficient. Examples of this are Sarah Palin, Carrie Prejean, and Elizabeth Hasselbeck.

Longevity needs an ability to change with the times. Oprah's earlier years were nothing like her current ones. Martha Stewart certainly achieved success but her peak is in the past and won't recover. Phil Donahue was the king of talk shows for years till Oprah took over. Tyra Banks is perceived to be the Oprah of her generation but she hasn't been on the scene long enough for longevity.

Why didn't Rosie O'Donnell achieve Oprah's stature? Because of her controversy. Rosie is more authentic and down to earth than Oprah but she alienated many with her political and social views.

It's unfair to remark on JFK Jr. because he died too soon. I don't believe he wanted to be a public figure.

News media personalities should also be studied especially the ones who thrive on controversy.

[heidisin]

A personality brand requires a strong point of view. It can't just be a lifestyle brand that is a collection of aggregated content, gathered products and edited by others. What makes a Martha Stewart or Oprah successful are three elements:
1. Longevity. As Suzanne Aaronson points out (http://www.huffingtonpost.com/suzanne-aaronson/personality-driven-media_b_203492.html) these women started this in a small way decades ago and evolved.
2. Multi-platform brands. Any strong brand relies on a multi-channel distribution strategy. So too a personality brand particularly a media brand since media is temporal. Books, magazines, television and the internet all build off each other, creating a layered embrace to the market.
3. Point of View. A media brand must have a point of view, a strong edit. We want to subscribe to Martha's verson of home making, or Oprah's taste in books and products. The consumer is signing up for advice with each of these icons. While over time, others can replicate Martha or Oprah and help sustain their point of view editorially, in the beginning it took a lot of their personal touch on everything. And one would argue that they continue to have dominant hand in every little detail of their brand today.
There is definitely room for more personality brands, but the personalities must adhere to these three principals and invest the time and heart to over the long haul to make it successful.

[TheBrobdingnagian]

A big part of it is obviously just being in the right place at the right time. But another, more controllable aspect would be consistency, and this relates to the quantity of content as much (if not more) than quality. The moment a personality allows him or herself to drift out of our consciousness, the battle is lost. Ever-presence is probably the most important attribute a web personality can possess. Personally, I find that notion exhausting just thinking about it.