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The Business of Content

Oct 19, 2022

My newsletter:


You’ve probably noticed that true crime is having a bit of a moment right now. Podcasts dedicated to the genre dominate the charts, and every week there’s a new hit series on one of the major TV streaming services.


Jim Brown approached true crime from a different direction.  Rather than launching a show, he used his tech and product skills to build a database of cold cases. Think of it as a kind of Wikipedia for unsolved crimes. 


He then created ways for users to submit updates and participate in the discussion around these cases. The site, which is called Uncovered, now attracts tens of thousands of monthly visitors and recently played a key role in solving a cold case.


I spoke to Jim about building the site, how it attracted its initial visitors, and its monetization strategies.