National Geographic ventured into uncharted territory last week, this time on Instagram, where it became the first brand to top 100 million followers. But the publisher’s success is more than organic. Its revenue from social advertising was up 80 percent in 2018 compared with the previous year.
Topping 100 million is a nice vanity number. It lets Nat Geo breathe the same air as soccer and pop music superstars as well as The Rock and the occasional Kardashian or Jenner. The
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