I recently started my own site http://computationalimagination.com for branded writing and interviews. I absolutely wouldn't consider publishing on medium. I just don't see any benefit to giving up control and branding. Any consistent audience that I build is mine with clear branding not: "Oh what was that good article I read on Medium the other day? The author, hmm Mike something or other?"

As a reader I never start at Medium - the only way I ever read something there is through references from HN or reddit