In his opening keynote address at FOLIO: and min’s MediaMashup event, Matt Marshall, founder and editor-in-chief of VentureBeat, told the crowd that the revenue model for publishers has to change.

If they want to secure investment going forward—the only way to truly scale a media business—they have to find new, but contextualized, cash flow.

FOLIO: caught up with Marshall after the address to go a little deeper and find out exactly when companies should look to branch out.