Stop Interrupting. Start Publishing. Why Every Brand Needs to Think Like a Media Company.

There's a question that should be keeping every marketer up at night, and it's not "how do we reach more people?" It's simpler and more unsettling than that: Why would anyone choose to pay attention to us? The brands answering that question correctly aren't making better ads. They're becoming publishers. Here's what that shift really means — and why it's bigger than a content trend.