Media brands have always principally defined themselves in terms of the quality of the content they produce.  However, an equally powerful asset is being able to create a community around a particular topic or point of view, especially a community that is appealing to advertisers.  See my recent post on the media futures conference for more on the idea that media brands will be a meeting place for conversations to take place rather than just a collection of great content.  So how can media owners develop profitable communities; in particular how can they create a “meeting place” that can charge an entrance fee?  Media businesses will have to go far beyond the usual collection of savings, offers and discounts to create a valuable community.  Here are some principles that may help you in your thinking: (more…)