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Monetize the Audience, not the Content

Nicely put.

When you play by Google's rules, it's the links that count, and what makes those links important is who is reading the linked content.

This is nothing new. The print version of the Wall Street Journal has high ad rates because it has a desirable audience that stretches around the world. Why not turn your daily readers into something that creates value for your organization, rather than just use them to sell more and more adspace?

“Monetize the Audience, not the Content”