TV Guide just bought Jump the Shark and I think there’s a lesson in this for publishing: What started in 1997 as a web site that quickly found a community became a best-selling book and that helped drive the web site. Howard Stern took notice and so founder Jon Hein made frequent appearances on radio — finally moving there — and that helped drive the web site, which drove the book. More people, more content, more promotion, a bigger brand. And so now TV Guide will bring Jump the Shark to all its platforms, buying JtS for an undisclosed but apparently juicy sum. And round and round it goes (until, of course, it grows too big and jumps its own shark, but that’s another story).
This all started because a smart and funny guy had a good idea and the internet’s tools and connections allowed him to create a franchise with a community of contributors, not gatekeepers. And though the book brought in lots of bucks, in the end, the real franchise and value lived online because it could keep growing there. Print had an important role in this success story, but it’s not the whole story.