return Home

Five minutes with new FIPP member Emerging Market Media

FIPP recently welcomed new member Emerging Market Media, based in New York, to the fold. We caught up with Dawn Kissi, founder, CEO and editor-in-chief.  “Emerging Market Media is a firm I founded December of 2015,” Kissi explained. “Emerging Market Media (EMM) is a global media firm that delivers  journalism, editorials, multimedia and custom events on and about the emerging markets.”

As a career journalist and producer, Kissi had been covering global markets for more than a decade. What appealed to her, beyond the hum-drum of everyday assignments, were the untold stories from frontier and emerging markets. “These are the stories that often get pushed or take a back seat to more domestic or US-centric news and issues,” she explained. “And as you can imagine, there is usually always a business or financial angle behind almost everything.”

Kissi explained that she would get more feedback and more engagement from readers when she wrote about emerging and frontier markets, like Mexico, Brazil, Indonesia, South Africa or Malaysia, than with regular assignments as a financial journalist. “For example, I did a financial news piece on Bahrain, and the feedback was unbelievable… just when you think no one is paying attention. It turned out to be quite timely given the unrest that was starting to escalate in the country at the time. Investors were watching.” 

“We only hear about it when something bad or unnerving is happening”

Kissi said that when it comes to financial news, which is a niche demographic, unless there’s a major coup going on, political/domestic unrest or some other “tragedy,” most of the public never really hears about these markets. There are a lot of regions, countries and issues to look at, Kissi said. “There is a real interest among financial services and market professionals in these markets - more than a crisis or ‘bad news.’”

Emerging Market Media caters to a specific demographic of asset managers, fund managers, hedge funds, brokers, family offices, etc., who do business in emerging and frontier markets, or are seeking to do business with them, and are looking for a different perspective. Coverage on the site often looks at sovereigns and the geopolitics around them, in addition to financial journalism.

“We are working to build a brand and products around financial and business editorial with a focus on emerging and frontier markets,” she said. “Our team is global (my cofounder is British and London-based) and we all share the mentality of wanting to build, innovate and deliver a stellar product or experience to our target demographic.”

Emerging Market Views ()

 

The firm’s flagship editorial site Emerging Market Views, went live in October 2016, and currently publishes three days a week (this spring will see it bumped up to five days a week). Emerging Market Views is not a data or data-driven only site. Instead, it offers executive-level editorials and comment and content that is more evergreen in nature, and a growing amount of video.

In 2016, one of EMM’s most-read stories, for example was a piece about Gabon. “We went into our analytics dashboard, I think a few weeks after the piece was published,” Kissi said. “Someone on Twitter retweeted it. We had no idea - it was a month or so after publication, and it started with the retweet and a share, and we ended up tracing it to Lagos, Nigeria, where someone shared it, excerpted it on his blog and directed it to us, and the next thing I know, it started moving. There was huge interest.” 

Because of that single story, Emerging Market Media grew its subscribers and site traffic.

The company is headquartered in New York City, though their team is located between NYC, London and Paris. “From December of 2015 to January of 2017, we "incubated" our ideas and prototypes/testing from the DUMBO area of Brooklyn, New York. We won a grant from the NYC Mayor's Office of Media & Entertainment (MOME) and part of the grant stipulation was that we base ourselves in DUMBO, at the Made in NY Media Center. DUMBO was good for us in that it’s grown into a true hub of digital media and agency companies. As of January 2017, we are based in Midtown Manhattan, in a great location that is very accessible.”

Operations

In addition to a growing website, EMM also has a newsletter, with which it sees great success. “As of now it is a monthly product. We entered in to a partnership with a global asset/fund manager,” Kissi said, as a ‘test’ to see how it performed with sponsorship. It was a success and more partnerships are now in the works. “In terms of monetisation we are looking at adverting partners on a case by case basis and being selective. Our target demo is a high-level one and we want to deliver quality above all.”

Kissi said they will begin to roll out a subscription/membership option in late spring/summer of this year. “To date, we are on the Apple News Reader so we may leave some of our journalism free, but the majority of the site will be for subscribers. Memberships will include multiple offerings and perks and we hope to hone in on and service our target demo the best we can,” she explained. 

Global events are also another source of revenue for Emerging Market Media – which they’re kicking off this year with events in New York and London.

GEN Nomination 

Recently, the Global Editor's Network (GEN) named Emerging Market Media as one of the "Top 30" to watch in global news/media as a platform to “Accelerate Your Newsroom”. Emerging Market Media was one of six named as a platform in the News/Information category. “The judges were really interested in what we were doing,” Kissi explained. “They were interested in the fact that newsrooms are being decimated and here we were, doing high level journalism, with expert economists, analysts, and C-suites, that do business in these emerging markets. “ 

Lessons and takeaways

One lesson Kissi shared that she’d learned from the moment she incorporated Emerging Market Media as a company, to today, is to keep one’s audience in mind always. “There are so many stories we could be reporting on and writing, but are they worth it for my audience? Do they want to read this?” she asked. “I try often to remind myself why I started and what I want to accomplish.”

For members who want to connect with or get in touch with Dawn Kissi and the team at EMM:  team@em-views.com or find them on Twitter at @emviews.

 

  • How to innovate

    In the fast-changing publishing world, every business is looking to innovate. But getting it wrong can cost money and leave you trailing behind the competition. In advance of a major session on innovation at the forthcoming FIPP World Media Congress, a selection of experts, including speakers Martha Stone Williams and Robin Govik, offer tips for harnessing innovation in your business.

    16th Oct 2019 Features
  • 10 startups solving key issues for media companies and magazine publishers

    The last few years have witnessed a renaissance in media focused startups. Powered by initiatives like Artificial Intelligence and blockchain, the new breed of companies have sought to answer some of the key issues that have dogged media and publishing companies for the past decade. How can they scale the amount of content they produce? How can they increase the number of people paying for it? And how best to harness social media to target new consumers and turn them into regular followers - and maybe even paying customers? Here, then, are ten new-ish companies that have all made great strides in their attempt to simplify the world of media.

    14th Oct 2019 Features
  • Low-friction models gaining traction to supplement magazine subscription strategies

    While magazine media has shifted to focus on reader revenue streams over the last 18 months or so, the landscape is still fraught with questions and uncertainties. No surprise then that subscriptions have been top of mind for media this year; the subject has been discussed at INMA's Subscription Summit, and snapshotted by FIPP's Global Digital Subscription Snapshot. 

    14th Oct 2019 Features
  • Print ‘thriving in wider publishing ecosystem’, finds UPM white paper

    Print continues to play a pivotal role in multi-platform, multi-channel strategies for publishers. This was one of the key takeaways from a presentation at FIPP Insider in Paris based on a UPM white paper on the future of media. 

    10th Oct 2019 Features
  • Low-friction models gaining traction to supplement magazine subscription strategies

    While magazine media has shifted to focus on reader revenue streams over the last 18 months or so, the landscape is still fraught with questions and uncertainties. No surprise then that subscriptions have been top of mind for media this year; the subject has been discussed at INMA's Subscription Summit, and snapshotted by FIPP's Global Digital Subscription Snapshot. 

    14th Oct 2019 Features
  • 10 startups solving key issues for media companies and magazine publishers

    The last few years have witnessed a renaissance in media focused startups. Powered by initiatives like Artificial Intelligence and blockchain, the new breed of companies have sought to answer some of the key issues that have dogged media and publishing companies for the past decade. How can they scale the amount of content they produce? How can they increase the number of people paying for it? And how best to harness social media to target new consumers and turn them into regular followers - and maybe even paying customers? Here, then, are ten new-ish companies that have all made great strides in their attempt to simplify the world of media.

    14th Oct 2019 Features
  • FIPP Rising Star Thomas Deléchat: "The most interesting newsrooms are those that bring together people of all ages and social classes"

    Thomas Deléchat is Deputy Head of the Digital Factory of Ringier Axel Springer. Here we catch up with him a year after being awarded a Highly Commended FIPP Rising Star. Keep on reading to find out what he's been up to, his recently acquired skills and why he thinks that video and article views are an overrated term in the media industry.

    17th Oct 2019 Rising Stars
  • Chart of the week: Subscription is the main source of revenue for UK TV

    After surpassing advertising earnings nearly 15 years ago, subscriptions remain the top source of revenue for the television industry in the UK, according to Ofcom estimates. Growth in this arena remains strong and consistent, though online profit is accelerating at a breakneck pace.

    14th Oct 2019 Insight News
  • How to innovate

    In the fast-changing publishing world, every business is looking to innovate. But getting it wrong can cost money and leave you trailing behind the competition. In advance of a major session on innovation at the forthcoming FIPP World Media Congress, a selection of experts, including speakers Martha Stone Williams and Robin Govik, offer tips for harnessing innovation in your business.

    16th Oct 2019 Features
Go to Full Site