Publishing in the Drive-by Media Era
There's a recurring question among publishers as they try to catch up to consumers' changing media habits: How does one convert readers who arrive through social and content-discovery channels into "repeat customers"? But for traditional publishers trying to catch up to the likes of BuzzFeed, Business Insider and Complex Media, this way of thinking is self-defeating. It creates an unattainable goal while more flexible competitors seize bigger shares of Web traffic and advertiser dollars.
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