Rufus Griscom and Alisa Volkman, the husband-wife team behind Nerve.com and Babble.com, describe why "taking content personally" is more and more critical to building successful online content companies. We live in an era in which the brands of individuals are ascendent, and the brands of publishers are falling. When Andrew Sullivan's blog moved to the Atlantic Monthly's website, it increased their traffic by 30%. Who has the bigger brand? The power of personal networks and personal enthusiasms is increasingly driving the internet, and smart publishers are becoming a constellation of the brands of their contributors. In the midst of all this, the economics of being a content creator are changing. Writers, bloggers, and other content creators are making less money from writing and more from "punditry" — from speaking engagements and other forms of personal brand licensing. How can publishers succeed in this environment? How can content creators succeed in this environment? Rufus and Alisa don’t have all the answers, but they promise to overshare about their experiences building websites while blogging, writing a book and raising a family.
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