Successful media (let's define 'successful' as media that can make a difference, make a connection and possibly make a living) has four elements:
Too often, particularly online, people just worry about the first one.
It's a race to go viral, to go low, to make a bunch of noise. The quick hit, the shortcut, the inflammation.
But attention is insufficient.
Enrollment means that your audience wants to go where you're going.
Trust earns you the benefit of the doubt.
And permission means you don't have to begin from scratch every time. You've earned some attention. The privilege of delivering anticipated, personal and relevant messages over time.