What does the Snapchat IPO mean for the media industry?

With Snapchat valued at as much as $35bn ahead of its forthcoming IPO, now seems like as good a time as any to look into the chat app’s explosion, and what it means for media businesses.

Over the last few months, I’ve spoken to dozens of senior digital executives, not just those in commercial and editorial roles, but also those in disciplines like social media strategy and audience development. Two things have become apparent from those conversations: firstly, chat apps are becoming an increasingly important part of online publishing strategies; secondly, no one really knows what to do with them, or how it’s going to play out.

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