Federated Media leaves at least two major legacies to be acknowledged: First, it pioneered the notion that not only would “brands become publishers,” but they would be positioned to compete directly with publishers. Federated wasn’t aiming to be a substitute for the custom publishing arms of trade publishers like Meredith and Rodale. Instead, it was actively trying to disrupt that model with a brand-new approach to outsourced, contributor-based content creation. At the time, everyone was looking for “the Huffington Post in-a-box,” and Federated came closest to realizing that vision for brands.
Secondly, Federated was the first to recognize that the followings of bloggers and new social networks like Twitter allowed content creators and influencers to become the channel. While FM had not entirely figured out the value equation (it probably overpaid a lot of their “influencers”), it was the first to actively enlist luminaries like Guy Kawasaki to move their own audiences to the Amex Open site, demonstrating the content creation potential of influencer marketing.”—MediaPost Publications We All Owe Federated Media Debt Of Gratitude 02/04/2014 (via rickwebb)