Top Highlights

• The long tail theory is wrong because most of the overall attention is being concentrated in the blockbusters in every medium.
• A large part of the success of any given article is the name of the author. The same exact content will have a wildly different level of success based purely on who wrote it. In other words, the messenger is the message.
• Research shows that with any given academic article, the reputation of the authors have a big impact on the article’s initial success.
• Every time you share content online, you’re training your readers to either ignore you or stop what they’re doing and read you.
• One true fan is worth 1,000 social media followers.

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