- Ad Age, Tuesday, April 9, 2013 4:42 PM
Good content marketing is the kind of work that a consumer will want to email to their friend, argues Alexander Jukowitz, in a piece for Ad Age. "If brands want to become media platforms, they have
to accept some of the costs of being a publisher," writes Jukowitz. What makes consumers want to share with their friends? Look to Lincoln Motor Co.'s collaboration with Beck and Nokia Music's
collaboration with the Sundance Film Festival and production company Somesuch & Co.
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