To Succeed as Publishers, Brands Must Shed Midcentury Mind-set

Need quality content and new monetization models

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It's time to get real. For the last five years, all we've been hearing is that brands are publishers. This means that for the last five years not only have we been lying to ourselves, but we've also been disgracing the real publishers out there who understand how hard it is to monetize content.

And I'm not talking about pretending we can align a marketing mix model to show that somehow our content was able to drive offline sales, but really having a consumer pay to view your content or an advertiser pay to advertise within your content.

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