Alloy Media + Marketing Knows What Girls Want

In What's the Buzz by Edward Nawotka

By Edward Nawotka


Alloy Media + Marketing have given us everything from The Clique: Sisterhood of the Traveling Pants to Gossip Girl to The Vampire Diaries. They are a money machine that have gotten into the minds of girls everywhere.

ABC news’ Nightline broadcast a profile of the company late last week, which comes up with the concepts first, then hires the writers to do the books. What’s refreshing is that they admit that the real goal is to take an idea and get it onto television or the silver screen. It’s a fascinating model for a media company — one that takes (or has taken, since Alloy has been around for a long while now) packaging to a new level.

Could it provide a better model for future publishing companies in this age of disruption? And I’m curious if you know of any similar companies in Europe or Asia? Let us know in the comments below if you do.

About the Author

Edward Nawotka

A widely published critic and essayist, Edward Nawotka serves as a speaker, educator and consultant for institutions and businesses involved in the global publishing and content industries. He was also editor-in-chief of Publishing Perspectives since the launch of the publication in 2009 until January 2016.