For a magazine and brand, you want to create as many connection points as possible in the service of hype and media recognition. As a consumer, you primarily just want one person or a specific audience to appreciate you, let’s say your crush or friends. It’s much more targeted. Of course, some magazines and brands act like consumers in an effort to... See more

Participation in a brand’s community can’t be as transactional as a PR pitch, as seemed to be the case with Tudum. Brands have to provide value, such as deeply reported and well-written content or meaningful experiences with like-minded community members. It’s about capturing interest, not pageviews.