How we run 30+ media outlets with Endless

At Zeratype we have over 30 active media outlets. Thirty. Not social accounts - media outlets. Each with its own identity, its own audience, its own content logic. Some are podcasts. Others produce video. Others live on social. All of them need constant attention.

When you operate at that scale, the problem isn't creating content. The problem is not losing track.

The invisible work of running media

There's a part of media work nobody sees: the part where you're watching videos looking for the clip that will land. Where you're reading comments trying to understand what your audience cares about. Where you're comparing how one account performs against another in the same niche and you have nowhere to put any of it.

At Zeratype, that happened to us multiplied by thirty.

Every outlet needs its own analysis. Its own competitive mapping. Its own read of the public conversation. And everything shifts constantly - because audiences change, formats change, and what worked last month might move nothing tomorrow.

Transcribing so you don't watch everything twice

One of the first things we solved with Endless was transcription. We have our own videos and other people's videos we need to process: understand what was said, find key moments, identify fragments that work as clips or for analysis.

Before, that meant someone sitting and watching hours of footage. Now we transcribe and work on text. We search moments by keyword. We jump to the timestamps that matter. What used to be a linear process became a navigable one.

Clipping is only the beginning. We use transcripts to analyze other people's content, understand what other accounts are doing, and detect patterns in what competitors publish.

Understanding metrics without living in a spreadsheet

When you manage 30 media outlets, you can't go through each one's analytics by hand. You need a way to ask "how did this account perform this month?" and get an answer with context.

That's what we use Endless for. We connect the accounts and ask directly: what content worked, what formats are performing best, how does one of our accounts compare to others in the same niche.

We also generate comparison charts. If we have a science outlet and want to see how we're doing against the benchmarks in that segment, we build it on the spot. We don't wait for the monthly report. We don't depend on someone gathering the data in a spreadsheet.

Mapping what's happening outside

Running media means looking outward too. You need to know what's happening in the public conversation, what new accounts have appeared, what topics are catching on.

What we do is straightforward: we ask for a search and mapping of relevant accounts by topic. If one of our outlets covers technology, we want to know who the creators are that are growing in that space, what they're publishing, what's working for them.

We use this for mapping public conversation too. When we need to understand how a topic is being discussed, instead of scrolling feeds for hours, we run the scan and work from the results.

What keeps up and what doesn't

Tools are everywhere. What's always missing is context. You can have the best AI in the world, but if every time you use it you have to explain from the beginning who you are, what you do, and what you're looking for, it can't keep up.

What we found with Endless is something that feels more like a workspace than an assistant. A place where the accounts are already there, data accumulates, and the questions we ask today benefit from yesterday's context.

With 30 active media outlets, that's not a bonus. It's the only way it works.

_Zeratype is an Argentine media building company with over 30 active outlets. They use Endless for content analysis, transcription, competitive mapping, and editorial operations at scale._