Editor’s note: The INMA Silicon Valley Study Tour spent five days touring 14 companies with 34 news media executives from around the world. This video is one in a series sharing some of what the group learned on this in-depth study tour of the technology companies and cultural influencers impacting news media today.

Bleacher Report started eight years ago as an answer to everything its founders thought was wrong with traditional sports reporting. It started every decision with the audience.

The company now has the No. 1 sports app and is the second largest sports media site in the United States and the largest on social media.

David Liss, senior director of operations at Bleacher Report, worries about competitors in two forms: Traditional digital media and start-ups no one has yet thougth of.

What advice does he have for legacy media companies?

“We strive to create content for wherever it’s going to exist, whether that’s our app, our site, a social platform where it never even hits bleachreprot.com,” Liss says.

* Video editor: Ethan Berman.