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Sidestep and Twist by James Gardner

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THE TWIST

What constitutes a twist exactly?

Let me begin to answer this question by giving you an example of a twist, one that will be very familiar to anyone who reads a newspaper on the way to work or at the weekends. Now, if you’re the publisher of a newspaper, you know you have two groups of customers who must both be served differently if your publication is to be successful. On the one hand, there are readers, who pick up the paper for information and entertainment. And on the other, there are advertisers, who pay money to place advertisements, which they hope readers will notice and act on.

As the publisher, you’re very aware that you must please advertisers to get the majority of your revenue. Pleasing them requires providing access to ...

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