The life cycle of every online publication transitions seamlessly from the “actually, most of our readers come to us directly” phase to “and if Facebook hadn’t LIED about their video metrics..”
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Meanwhile everyone involved gets a face-saving excuse which is not incompatible from them doing substantially the same thing at a substantially interchangeable company as long as investors are still trying to turn financial capital into social capital.
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Yeah, high-quality news is one of those businesses where everyone wants it, many people try it, so your pitch has to start with what every one of them has gotten wrong.
End of conversation
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