MEET THE ENTREPRENEUR WHO HAS WORKED OUT THE NEW MEDIA MODEL
Written on the 7 October 2016 by James Perkins
IN the age of disruption, it is publishing that has been one of the industries hardest hit by new technology, but Gold Coast entrepreneur Dan Richardson (pictured) could have found the successful business model that so many in this industry have searched for.
"Challenger was created to disrupt the traditional approach to publishing and promoting fitness and health content within Australia," says Richardson.
"By adopting a channel-neutral approach to the development and distribution of the content produced, the business is far more agile and flexible than traditional print publishers.
"This ability to quickly launch and develop new integrated content products and campaigns is our biggest competitive advantage and something that creates real results for our consumers and advertisers alike."
Richardson cites Oxygen Magazine as a standout success from the past year.
"What it does really well for us is that we can leverage all those people who are really engaged with the print magazine across our other channels. We are interested to see the role print magazines have within that, and in this category they are still exploding driven off the back of Instagram."
The business is much more than publishing though. For example, every Friday, Olsen does a live workout broadcast on social media, and once a month Challenger does a workout shoot in the studio with a live stream and Q&A.