Folio: Show Speaker Report: Manage Decline, but Strive for Growth
A conversation with CEO of TEN: The Enthusiast Network, Scott Dickey.
As CEO of TEN: The Enthusiast Network, Scott Dickey manages the largest provider of content to enthusiast communities in the automotive and action sports niches. In a changing industry, that's no small feat.
As a featured speaker at the Folio: CEO Summit on November 1st (the Summit is co-located with the Folio: Show on November 1st and 2nd), Dickey will talk about strategic thinking and revenue growth. Here, he tells Folio: how he keeps his media company forward-facing.
Folio: What are the biggest challenges faced by media leadership today?
Scott Dickey: In traditional media, we have a fundamental issue with decline and economics—managing that decline while striving for growth and innovation in other areas can be a challenge at times.
Another challenge is staying on the forefront of new tech and new vehicles to reach and to monetize your audience, while at the same time, not being distracted by the shiny new thing of the week.
Folio: What’s something that TEN is doing to move into the future?
Dickey: I think the most notable thing is that we’ve launched our own subscription video-on-demand/over-the-top channel. Thursday, it launched on Amazon Prime; next week it will launch on Chromecast, and for international users, PayPal. It’s Netflix for gearheads.
That’s probably our single biggest initiative. As the largest automotive video producers in the world, to now launch a full-fledge subscription-based property—that’s a pretty big deal for us.
Folio: What recent publishing innovation has caught your eye?
Dickey: A lot of people are doing a good job of pushing and pulling the consumer in multiple directions, through multi-platform products that have print as just one part of the overall pitch to the advertiser or consumer.
Folio: What are you looking forward to most at this year’s Folio: Show?
Dickey: It’s a great opportunity to share, and compare and contrast on where some of our peers are having success and challenges. It’s a very disruptive media landscape but also filled with opportunity and rife with innovation. For us, it’s about shared learnings and those few key nuggets of gold that you can apply to your own business.