Centennial World, founded by Lauren Meisner in 2019, has quickly become a notable player in covering internet culture and digital creators. What makes this company stand out? A self-proclaimed “chronically online” team that offers insights often overlooked by mainstream media outlets. From daily podcasts to curated newsletters, Centennial World has adapted swiftly to the changing digital world, capturing the attention of a generation that increasingly turns to social media for news and entertainment. As the company eyes international expansion and grapples with industry-wide challenges, its development offers a compelling glimpse into the unique aspects of the creator economy. This introduction sets the stage for a more in-depth exploration of Centennial World’s story, strategies, and Lauren’s vision for the future of digital media.

Filling the Gap: How Centennial World Found Its Niche in Creator Coverage

With a background in beauty and entertainment writing for publications under Bauer Media Group, Lauren identified a gap in mainstream media coverage of digital creators. “I would always pitch stories about [things like] Jeffree Star’s palette launch or Jaclyn Hill lipstick; whatever was happening and just being told that wasn’t mainstream enough. [The publishers] didn’t cover creators or influencers,” Lauren recalls.

Recognizing the potential in this underserved market, Lauren launched Centennial World in December 2019. Initially focused on beauty content, the publication quickly adapted to the shifting internet culture. “Within 2 or 3 months of us launching, [internet culture] was all about TikTok,” Lauren explains. “That’s when we started covering internet culture with a completely different lens.”

Today, Centennial World has expanded beyond its website to include podcasts like “Infinite Scroll” and “Mini Scroll,” offering daily updates on the internet and pop culture news. 

The Chronically Online Advantage: Centennial World’s Edge

Centennial World’s edge lies in its deep understanding of internet culture, a perspective Lauren believes is crucial yet often lacking in mainstream coverage.

“Every mainstream publisher now tries to cover internet culture and TikTok and Gen Z. It’s so easy now to cover all of that, but many reporters trying to cover this beat are not chronically online,” Lauren explains. This immersion in digital spaces is a core requirement for her team. “What we are covering and how we are covering it is from such a different lens because my whole team and I were so chronically online,” she adds.

Lauren’s approach to content creation distinguishes Centennial World from traditional digital media outlets. Drawing from her previous experiences, she’s intentionally moved away from the content farm model. “I don’t want it just to be content for content sake,” Lauren states. “We want that personalized, human approach to the content we’re creating.”

Despite its growth, Centennial World faces unique challenges. Lauren notes the difficulty of securing agency partnerships, particularly in the Australian market. “As an independent media company, we struggle to get in the door with agencies,” she reveals. “It’s easier for a brand to give all of their budget to one masthead, and they can distribute that budget across many different titles.”

The transition from writer to founder has been a significant learning curve for Lauren. “I was a writer when I started this business. And now I have full-time staff. I have bigger budgets than my salaries ever were,” she reflects on overcoming challenges, including navigating legal issues and cease-and-desist orders.

Despite these obstacles, Lauren remains optimistic about Centennial World’s future. “No matter what I come up against, which is like a lot when I get through it, I can’t believe that I just did that,” she says. “I feel like I’m constantly evolving and growing, which is painful, but I think it’s good.”

Agility in Action: Inside Centennial World’s Operations

Centennial World exemplifies the agility required in today’s fast-paced digital media environment. The company’s operations reflect the dynamic nature of a startup, with Lauren at the helm of a lean, versatile team.

“Every day is different,” Lauren notes, highlighting the startup ethos that permeates their work. Despite the fluid nature of their operations, there are constants. The founder hosts a daily internet culture news podcast Monday through Thursday. At the same time, her deputy editor focuses on a weekly deep-dive podcast and curates a newsletter featuring top creator economy stories.

The company’s physical space mirrors its nimble approach. “We have a podcast studio on one half of the office, and then there’s only room for two desks in the other half, but we have a team of five,” Lauren explains. This setup necessitates a flexible work arrangement, with team members rotating between office and remote work.

Centennial World leverages established and emerging technologies to manage content creation and distribution. It uses Monday for content scheduling, Libsyn for podcast hosting, and WordPress for publication. However, Lauren emphasizes the importance of platform-specific strategies, particularly on TikTok and YouTube, for podcast promotion. “TikTok promotion is a huge one,” Lauren states. “It’s not necessarily a workflow tool, but I see it as one.” 

Her approach aligns with her philosophy of adapting to market trends rather than adhering strictly to industry norms. Lauren’s decision to move their newsletter to Substack exemplifies this adaptability. “I need to trust my gut and just go with where the market is,” she explains, noting the platform’s discoverability features as a key advantage.

Ultimately, Centennial World’s mission is clear: “We want to be the number one entertainment journalism source for internet culture,” Lauren declares.

Future Vision of Digital Media

Lauren anticipates a significant shift in the relationship between digital media companies and influencers. “I think increasingly digital media companies will hire influencers and creators to help them create their content, whether that’s on TikTok, on YouTube,” she predicts. 

This trend, the entrepreneur believes, is driven by the rise of citizen journalism and changing audience preferences. “So many young people would rather get their news from a TikTok creator they trust than a reputable news source,” Lauren observes.

She identifies content moderation as a critical industry challenge. “The internet is too big to moderate properly,” she notes the need for tech giants to allocate more resources to address this issue. Centennial World tackles these complex topics through its podcasts, breaking down industry challenges in a digestible way for its audience.

On the regulatory front, Lauren signals the need for better-informed policymakers. “If I could snap my fingers, I would make it so lawmakers understood this space,” she states. “The people creating these regulations and these laws don’t understand what’s going on, so they can’t properly make the calls.”

When it comes to the future, Centennial World has ambitious plans. “We’re going to bring on external podcasts to launch a network,” Lauren reveals. She aims to establish the Centennial World Podcast Network within the next 18 months to two years and expand the brand’s international presence, particularly in the U.S. market.