CHAPTER 3

Media Marketing

BY JOE PULIZZI

The business model of racing is not a pretty one.

—Jeff Gordon

My model for business is The Beatles: They were four guys that kept each other’s negative tendencies in check; they balanced each other. And the total was greater than the sum of the parts.

—Steve Jobs

Earlier this year I took a much needed “vitamin D” vacation to Florida with my family (we live in Cleveland, Ohio).

After taking down one science fiction book (it was Ready Player One by Ernest Cline—a must-read for any science fiction or video game lover), my wife threw me the latest issue of Cosmopolitan magazine.

That’s right … I was reading Cosmo (don’t judge).

According to its media kit, Cosmopolitan magazine reaches a monthly audience ...

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