The Purposeful Strategist, a podcast from Menkus & Associates in partnership with Norman Broadbent, shares conversations with CEOs on how they translate organisational purpose into bold strategy, real impact, and lasting results.
How is the media landscape being reshaped by platforms, algorithms, and creators? In this episode, Alistair Gosling and Ben Brown, co-founders of Wavelength Network, share how they are building a new kind of media business designed for this evolving reality.
Rather than launching a standalone platform, Wavelength operates across existing ecosystems - bringing together publishing channels, creators, and brands to build scalable audiences and meaningful commercial partnerships. Their ambition is to create what they describe as a “Sky of social”: a network built on owned distribution, cross-platform reach, and long-term value creation.
Alistair and Ben explore how media consumption has shifted toward feed-driven, “lean back” experiences, and why creators are now driving new formats, intellectual property, and cultural relevance. They discuss how Wavelength supports talent in moving beyond fragmented, short-term revenue streams toward more sustainable, long-term growth.
Looking ahead, they reflect on what’s next for the industry - from the rise of micro-format content and emerging platforms to the growth of physical creator hubs and live experiences. Their perspective is clear: the future of media will be shaped less by traditional institutions and more by individuals building their own platforms in real time.