Old Medium, New Expression

There is nothing extraordinary about a professional services firm publishing a magazine to distribute content on a regular basis – in fact, you may argue, that a publication of this type is a requisite for any multinational professional services firm today. But often, we see these publications fall into one of two categories: 1.) good content, but also a transparent shill to connect prospective clients to the firm’s consultants and services, or 2.) a few relevant articles sandwiched within other irrelevant pieces often purchased from third-party content mills. In either case, although well intended, the value of the end-product to the recipient audience is debatable. Read More

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