“Few [of Big Media] will want to acknowledge the competitiveness of ‘less valuable’ content (this claim has been at the core of pitches to marketers and ad agencies, after all), let alone subject themselves to risk of unmanaged content adjacency (‘what if the next recommendation doesn’t align with our brand?!’). As a result, most content creators will initially resist influencer-based distribution, though its growing importance as a channel will make this retreat only temporary. If Mindy Kaling ‘owns’ your target audience, you’ve few options other than to distribute through and with her.”

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