Harvard Business Review has an article discussing some of the complexities surrounding hybrid publishing platform or “platisher”strategies:
Typically, publishers are considered to have editorial judgment, while platforms lack it. From this perspective, the Harvard Business Review, The Atlantic, and The New York Times are classic “publishers” — they present highly-curated content, and their editors invest a lot of time in its creation. Google, Facebook, and Twitter are classic “platforms” — they distribute other peoples’ content without as much editorial oversight. But these differences are largely cultural. It’s not technologically difficult for publishers to add platform-like elements, and vice versa.
Making these hybrids work over the long term is difficult, because their incentives work against each other. Toward the end of last year, one of the first platishers, Say Media, announced it was selling off its publishing properties to focus on its technological platform. CEO Matt Sanchez explained the decision to jettison its publisher properties as an inability to do both tech and content at the same time.
As more platishers mature, they may find themselves facing similar conundrums. Platform and publisher incentives are better aligned when a platform is new. A new platform that’s intended to host user-generated content has one overriding goal: Attract users and convince them to create content. High-quality, carefully-edited content is great for pulling in an audience. Well-thought-out content can also “seed” the platform for new users, shaping their understanding of how they use the tool.
The answer is perhaps blindingly obvious. Publishing platforms work well, but less so for individuals publishing, like on Medium or most blogging engines. Rather they work well for groups of people forming all the best ingredients for a publication: research, writing, editing, revenue.
I have yet to see a platform encouraging such groups (apart from the basic functionalities) in the form of how-to’s and easy structures taken from traditional publishing houses.