Why Brands Need to Acquire a Media Company [Here’s How]

by Joe Pulizzi
Last month, ESPN announced that it was closing the sports-journalism destination Grantland. Upon hearing the news, I immediately thought of the opportunity missed by brands such as Nike, Under Armour, and Puma to acquire the site. Grantland is a well-known brand with significant traffic and loyal subscribers, and considering Nike spends upwards of $3 billion a year on adverti ...Read the full article

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