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CHAPTER II


  HOW TO TURN NOTHING INTO
        SOMETHING IN
  THREE WAY-TOO-EASY STEPS
IF YOU WERE BEING KIND, YOU WOULD SAY MY JOB IS IN MARKETING AND PR


    Well, I'd say that's a polite veneer to the harsh truth: I am a media
                                  manipulator.

  Reaching the national news isn't hard. In fact, the system is so easy to manipulate,
                    you might be convinced that it's child's play.


                  Take it from me. It is.
                         Now, I’m pulling back the curtain.
                  I’m going to explain exactly how the media works.

        WHAT YOU CHOOSE TO DO WITH THIS
           INFORMATION IS UP TO YOU.
TRADING UP THE CHAIN
is a strategy that I developed that manipulates the media through
recursion. I can turn nothing into something by placing a story
with a small blog that has very low standards, which then becomes
the source for a story by a larger blog, and that, in turn, for a story
by larger media outlets. I create, to use the words of one media
scholar, a “self-reinforcing news wave.”

        PEOPLE LIKE ME DO THIS EVERYDAY
BUT, I WANT TO EXPLAIN
  exactly how I manipulated the media for a
  good cause, without any of the negatives
  associated with my infamous clients.
A FRIEND OF MINE
 recently used some of my advice on trading up the chain for a charity he
 runs. This friend needed to raise money to cover the costs of a community
 art project, and chose to do it through Kickstarter, the crowdsourced fund-
 raising platform.
 With no advertising budget, no publicist, and no experience, his little video
 did nearly a half million views, and funded his project for the next 2 years.
 It went from nothing to something.
FOLLOWING MY INSTRUCTIONS , he made a YouTube
video for the Kickstarter page showing off his charity’s work.

The video contained certain elements aimed at helping the
video spread. Next, he wrote a short article for a small local blog in
Brooklyn and embedded the video. As expected, the Huffington Post bit, and
ultimately featured the story as local news in both NYC and LA.
FOLLOWING MY ADVICE, he sent an email from a
 fake address with these links to a reporter at CBS in LA, who then
                     did a television piece on it.

When the CBS News piece came out and the video was up, he was
   ready to post it all on Reddit. It made the front page almost
                            immediately.
This score on Reddit put the story on the radar of what I call the
     major “cool stuff” blogs—sites like BoingBoing, Laughing
  Squid, FFFOUND!, and others—since they get post ideas from
                              Reddit.

  From this final burst of coverage, money began
   pouring in, as did volunteers, recognition, and
                      new ideas.
SO WAIT…
He turned one amateur video into a news story that
was written about independently by dozens of outlets
in dozens of markets and did millions of media
impressions. It even registered nationally.

He had created and then manipulated this attention
entirely by himself. This raises a critical question…



  WHAT EXACTLY HAPPENED?
THE LAY OF THE LAND
HOW IT ALL WORKS
HERE’S HOW IT ALL
                WORKS
  BLOGS HAVE ENORMOUS INFLUENCE over other
blogs, making it possible to turn a post on a site with only a
      little traffic into posts on much bigger sites, if the latter
    happens to read the former. Blogs compete to get stories
first, newspapers compete to “confirm” it, and then pundits
           compete for airtime to opine on it. The smaller sites
legitimize the newsworthiness of the story for the sites with
       bigger audiences. Consecutively and concurrently, this
   pattern inherently distorts and exaggerates whatever they
                                                            cover.
There are thousands of bloggers scouring the web looking for things to write about.
They must write several times each day. They search Twitter, Facebook, comments
sections, press releases, rival blogs, and other sources to develop their material.
Above them are hundreds of mid-level online and offline journalists on websites
and blogs and in magazines and newspapers who use those bloggers below them as
sources and filters.


 “They also have to write constantly—and
  engage in the same search for buzz, only a
           little more developed.”
ABOVE THEM are the major national
                            websites, publications, and television
                      stations. They in turn browse the scourers
                         below them for their material, grabbing
                         their leads and turning them into truly
                                           national conversations.


    THE N E W Y O RK T I ME S , T HE T O D A Y S H O W , CN N .
D W I ND L IN G RE V E N U E S O R N O T , T HE S E O UT L E T S H AV E
                         M A S S IV E R E A C H .
IT’S BLOGGERS INFORMING BLOGGERS
INFORMING BLOGGERS ALL THE WAY DOWN .
   IN A MEDIA MONITORING               study done by Cision and George
   Washington University, 89 percent of journalists reported using blogs for
   their research for stories. Roughly half reported using Twitter to find and
   research stories, and more than two thirds use other social networks,
   such as Facebook or LinkedIn, in the same way.

       The more immediate the nature of their publishing
      mediums (blogs, then newspapers, then magazines), the
      more heavily a journalist will depend on sketchy online
             sources, like social media, for research.
RECKLESSNESS, LAZINESS,
HOWEVER YOU WANT TO CATEGORIZE
   IT, THE ATTITUDE IS OPENLY
 TOLERATED AND ACKNOWLEDGED
 SO EXPLOIT THIS
I CREATED A STRATEGY CALLED


‘TRADING UP THE CHAIN’
ALL YOU DO IS FEED THE MONSTER
  AND I PROMISE, YOU’LL GET YOUR NIGHTLY NEWS
"TRADING UP THE CHAIN"
STEP 1: THE ENTRY POINT
  TURNING NOTHING INTO
  SOMETHING IN MINUTES
At the first level, small blogs and hyperlocal websites that
     cover your neighborhood or particular scene are some of the
                     easiest sites to get traction on.
       Trust is very high here. At the same time, they are cash-strapped and traffic-
     hungry, always on the lookout for a big story that might draw a big spike of new
      viewers. It doesn’t have to be local, though; it can be a site about a subject you
                     know very well, or it can be a site run by a friend.

What’s important is that the site is small and understaffed.
                     This makes it possible to sell
them a story that is only loosely connected to their core message but really
                 sets you up to transistion to the next level.
"TRADING UP THE CHAIN"
STEP #2: THE LEGACY MEDIA
GETTING YOUR PRESS FURTHER
   UP THE MEDIA CHAIN
Here we begin to see a mix of online and offline sources. The blogs of
newspapers and local television stations are some of the best targets. For
starters, they share the same URL and often get aggregated in Google
News. Places like the Wall Street Journal, Newsweek, and CBS all have
sister sites like SmartMoney.com, Mainstreet.com, BNET.com, and others
that feature the companies’ logos but have their own editorial standards
not always as rigorous as their old media counterparts’.

   THEY’LL BE YOUR CRITICAL
 TURNING POINTS IN BUILDING UP
          MOMENTUM
THE LEGACY MEDIA
        The reality is that the bloggers at Forbes.com or the Chicago Tribune do not operate on the same
          editorial guidelines as their print counterparts. However, their final output can be made to carry
                                                     the same weight.

                                                                    create chatter
       These sights won’t write about just anything, though, so you need to

            or a strong story angle to hook this kind of
            sucker. Their illusion of legitimacy comes at the cost of being slightly more selective
                                          when it comes to what they cover.




BUT IT IS WORTH THE PRICE, GRANTING BIGGER WEBSITES
IN YOUR SIGHTS LATER THE PRIVILEGE OR USING MAGIC
WORDS LIKE: “NBC IS REPORTING…”
"TRADING UP THE CHAIN"
STEP #3: THE NATIONAL PRESS
   A STEP AWAY FROM
 MILLIONS OF IMPRESSIONS
Having registered multiple stories from multiple sources
                                            firmly onto the radar of both local and midlevel
                                       outlets, you can now leverage this coverage to access
                                               the highest level of media: the national press.


                                            Getting to this level usually
                                        involves less direct pushing and
                                                  a lot more massaging.
                           The sites that have already taken your bait are now on your side.
They desperately want their articles to get as much traffic as possible, and being linked to or
                                             mentioned on national sites is how they do that.
THE NATIONAL PRESS
          These sites will take care of submitting your articles to
            news aggregator sites like Digg, because making the
            front page will drive tens of thousands of visitors to
                      their article. Mass media reporters monitor
             aggregators for story ideas, and often cover what is
              trending there, like they did with the charity story
                            after it made the front page of Reddit.

IN TODAY’S WORLD EVEN THESE GUYS HAVE TO THINK LIKE
BLOGGERS—THEY NEED AS MANY PAGEVIEWS AS POSSIBLE
HERE’S HOW YOU DO IT
    Take the outlet where you’d ultimately like to receive
            coverage and observe it for patterns.
             You’ll notice that they tend to get their story ideas from the same
second-level sites, and by tailoring the story to those smaller sites (or site), it sets
                      you up to be noticed by the larger one.

             The blogs on Gawker and Mediabistro, for instance, are read very
                    heavily by the New York City media set.

   You can craft the story for those sites that automatically set yourself up to
appeal to the other reporters reading it – without ever speaking to them directly.
AN EXAMPLE:
                                   Katie Couric claims she gets many story
                                   ideas from her Twitter followers, which
                                   means that getting a few tweets out of the
                                   seven hundred or so people she follows is
                                   all it takes to get a shot at the nightly
                                   national news.


It’s a simple illusion: Create the perception that the meme
already exists and all the reporter is doing is popularizing it.
They rarely bother to look past the first impressions.
HOW I DID IT
Trading Up the Chain
A CASE STUDY
My campaign for I Hope
    They Serve Beer in Hell
  began by vandalizing the
billboards. The graffiti was
       designed to bait two
   specific sites, CurbedLA
          and Mediabistro’s
 FishbowlLA. When I sent
  them photos of my work
under the fake name Evan
  Meyer, they both quickly
                picked it up.
CURBEDLA BEGAN THEIR POST BY USING MY EMAIL VERBATIM:




                            Thanks for the plug!

In creating outrage for the movie, I had a lot of luck getting local websites to cover or
       spread the news about protests of the screenings we had organized through
  anonymous tips. We would send them a few offensive quotes and say something like
    “This misogynist is coming to our school and we’re so fucking pissed. Could you
   help spread the world” Or I’d email a neighborhood site to say that “a controversial
          screening with rumors of a local boycott” was happening in a few days.
SEX, COLLEGE PROTESTORS, HOLLYWOOD.



     It was the kind of story news producers loved. After reading
     about the growing controversy on the small blogs I conned, they
     would often send camera crews to the screenings. The video of
     the story would get posted on the station’s website, and then get
     covered again in the other, larger blogs in that city, like those
     hosted by a newspaper or companies like the Huffington Post. I
     was able to get the story to register, however briefly, by using a
     small site with low standards.
At this point, I now have something to work with. Three or four
  links are the makings of a trend piece, or even a controversy—
  that’s all major outlets and national websites need to see to get
                               excited.

The key to getting from the second to the third level is the soft sell.
   Gawker and Mediabistro are very media-centric, so we tailored
    stories to them to queue ourselves up for outrage from their
  audiences— which happen to include reporters at places like the
                          Washington Post.
When I want to be direct, I would send fake emails with a collection
 of all links gathered so far and say, “How have you not done a
  story about this yet?” Reporters rarely get substantial tips or
 alerts from their readers, so to get two or even three legitimate tips
                    about an issue is a strong signal.


    So I sent it to them. At this point something
                   amazing happened.
“If only they knew we were promoting the offensive Tucker
Max brand for us just as we planned…”
The coverage my stunts received began helping the 20,000 dollar-a-month publicist the
                                   movie had hired.

    REJECTIONS FROM LATE-NIGHT TELEVISION,
   NEWSPAPER INTERVIEWS, AND MORNING RADIO
            TURNED INTO CALL-BACKS.
  Tucker did Carson Daly’s NBC late-night show for the first time. By the end of this
  charade, hundreds or reputable reporters, producers, and bloggers had been swept
  up into participating. Thousands more had eagerly gobbled up news about it on
  multiple blogs. Each time they did, views of the movie trailer spiked, book sales
  increased, and Tucker became more famous and more controversial.
JUST LIKE A BUNCH OF ANIMALS
      The media gallops in a herd. It takes just one steer to start a
  stampede. The first level is your lead steer. The rest is just pointing
              everyone’s attention to the direction it went in.
Remember: Every person (with the exception of a few at the top layer)
    in this ecosystem is under immense pressure to produce content
  under the tightest of deadlines. Yes, you have something to sell. But
     more than ever they desperately, desperately need to buy. The
                     flimsiest of excuses is all it takes.
It freaked me out when I began to see this sort of thing happen without the
                 deliberate prodding of a promoter like myself. I saw media
                 conflagrations set off by internal sparks. In this networked,
         interdependent world of blogging, misinformation can spread even
    when no one is consciously pushing or manipulating it. The system is so
         primed, tuned, and ready that often it doesn’t need people like me..



                            The monster can feed itself.
RYAN HOLIDAY is a media
strategist for notorious clients such as
Tucker Max and Dov Charney. After
dropping out of college at nineteen to
apprentice under Robert Greene, author of
The 48 Laws of Power, he went on to advise
many bestselling authors and
multiplatinum musicians. He is currently
the director of marketing at American
Apparel, where his work is internationally
known. His campaigns have been used as
case studies by Twitter, YouTube, and
Google and written about in AdAge, the
New York Times, Gawker and Fast
Company. He currently lives in New
Orleans and writes at RyanHoliday.net.
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Trading Up The Chain: How To Make National News in 3 Easy Steps (Excerpt from Trust Me, I'm Lying: Confessions of a Media Manipulator)

  • 1.
  • 2. •GET SMART ABOUT YOUR ENERGY • A one-size fits all jolt of energy isn't what your body needs. CLICK HERE TO CHECK OUT AMP POWER-DASH
  • 3. CHAPTER II HOW TO TURN NOTHING INTO SOMETHING IN THREE WAY-TOO-EASY STEPS
  • 4. IF YOU WERE BEING KIND, YOU WOULD SAY MY JOB IS IN MARKETING AND PR Well, I'd say that's a polite veneer to the harsh truth: I am a media manipulator. Reaching the national news isn't hard. In fact, the system is so easy to manipulate, you might be convinced that it's child's play. Take it from me. It is. Now, I’m pulling back the curtain. I’m going to explain exactly how the media works. WHAT YOU CHOOSE TO DO WITH THIS INFORMATION IS UP TO YOU.
  • 5. TRADING UP THE CHAIN is a strategy that I developed that manipulates the media through recursion. I can turn nothing into something by placing a story with a small blog that has very low standards, which then becomes the source for a story by a larger blog, and that, in turn, for a story by larger media outlets. I create, to use the words of one media scholar, a “self-reinforcing news wave.” PEOPLE LIKE ME DO THIS EVERYDAY
  • 6. BUT, I WANT TO EXPLAIN exactly how I manipulated the media for a good cause, without any of the negatives associated with my infamous clients.
  • 7. A FRIEND OF MINE recently used some of my advice on trading up the chain for a charity he runs. This friend needed to raise money to cover the costs of a community art project, and chose to do it through Kickstarter, the crowdsourced fund- raising platform. With no advertising budget, no publicist, and no experience, his little video did nearly a half million views, and funded his project for the next 2 years. It went from nothing to something.
  • 8. FOLLOWING MY INSTRUCTIONS , he made a YouTube video for the Kickstarter page showing off his charity’s work. The video contained certain elements aimed at helping the video spread. Next, he wrote a short article for a small local blog in Brooklyn and embedded the video. As expected, the Huffington Post bit, and ultimately featured the story as local news in both NYC and LA.
  • 9. FOLLOWING MY ADVICE, he sent an email from a fake address with these links to a reporter at CBS in LA, who then did a television piece on it. When the CBS News piece came out and the video was up, he was ready to post it all on Reddit. It made the front page almost immediately.
  • 10. This score on Reddit put the story on the radar of what I call the major “cool stuff” blogs—sites like BoingBoing, Laughing Squid, FFFOUND!, and others—since they get post ideas from Reddit. From this final burst of coverage, money began pouring in, as did volunteers, recognition, and new ideas.
  • 11. SO WAIT… He turned one amateur video into a news story that was written about independently by dozens of outlets in dozens of markets and did millions of media impressions. It even registered nationally. He had created and then manipulated this attention entirely by himself. This raises a critical question… WHAT EXACTLY HAPPENED?
  • 12. THE LAY OF THE LAND HOW IT ALL WORKS
  • 13. HERE’S HOW IT ALL WORKS BLOGS HAVE ENORMOUS INFLUENCE over other blogs, making it possible to turn a post on a site with only a little traffic into posts on much bigger sites, if the latter happens to read the former. Blogs compete to get stories first, newspapers compete to “confirm” it, and then pundits compete for airtime to opine on it. The smaller sites legitimize the newsworthiness of the story for the sites with bigger audiences. Consecutively and concurrently, this pattern inherently distorts and exaggerates whatever they cover.
  • 14. There are thousands of bloggers scouring the web looking for things to write about. They must write several times each day. They search Twitter, Facebook, comments sections, press releases, rival blogs, and other sources to develop their material. Above them are hundreds of mid-level online and offline journalists on websites and blogs and in magazines and newspapers who use those bloggers below them as sources and filters. “They also have to write constantly—and engage in the same search for buzz, only a little more developed.”
  • 15. ABOVE THEM are the major national websites, publications, and television stations. They in turn browse the scourers below them for their material, grabbing their leads and turning them into truly national conversations. THE N E W Y O RK T I ME S , T HE T O D A Y S H O W , CN N . D W I ND L IN G RE V E N U E S O R N O T , T HE S E O UT L E T S H AV E M A S S IV E R E A C H .
  • 16. IT’S BLOGGERS INFORMING BLOGGERS INFORMING BLOGGERS ALL THE WAY DOWN . IN A MEDIA MONITORING study done by Cision and George Washington University, 89 percent of journalists reported using blogs for their research for stories. Roughly half reported using Twitter to find and research stories, and more than two thirds use other social networks, such as Facebook or LinkedIn, in the same way. The more immediate the nature of their publishing mediums (blogs, then newspapers, then magazines), the more heavily a journalist will depend on sketchy online sources, like social media, for research.
  • 17. RECKLESSNESS, LAZINESS, HOWEVER YOU WANT TO CATEGORIZE IT, THE ATTITUDE IS OPENLY TOLERATED AND ACKNOWLEDGED SO EXPLOIT THIS
  • 18. I CREATED A STRATEGY CALLED ‘TRADING UP THE CHAIN’
  • 19. ALL YOU DO IS FEED THE MONSTER AND I PROMISE, YOU’LL GET YOUR NIGHTLY NEWS
  • 20. "TRADING UP THE CHAIN" STEP 1: THE ENTRY POINT TURNING NOTHING INTO SOMETHING IN MINUTES
  • 21. At the first level, small blogs and hyperlocal websites that cover your neighborhood or particular scene are some of the easiest sites to get traction on. Trust is very high here. At the same time, they are cash-strapped and traffic- hungry, always on the lookout for a big story that might draw a big spike of new viewers. It doesn’t have to be local, though; it can be a site about a subject you know very well, or it can be a site run by a friend. What’s important is that the site is small and understaffed. This makes it possible to sell them a story that is only loosely connected to their core message but really sets you up to transistion to the next level.
  • 22. "TRADING UP THE CHAIN" STEP #2: THE LEGACY MEDIA GETTING YOUR PRESS FURTHER UP THE MEDIA CHAIN
  • 23. Here we begin to see a mix of online and offline sources. The blogs of newspapers and local television stations are some of the best targets. For starters, they share the same URL and often get aggregated in Google News. Places like the Wall Street Journal, Newsweek, and CBS all have sister sites like SmartMoney.com, Mainstreet.com, BNET.com, and others that feature the companies’ logos but have their own editorial standards not always as rigorous as their old media counterparts’. THEY’LL BE YOUR CRITICAL TURNING POINTS IN BUILDING UP MOMENTUM
  • 24. THE LEGACY MEDIA The reality is that the bloggers at Forbes.com or the Chicago Tribune do not operate on the same editorial guidelines as their print counterparts. However, their final output can be made to carry the same weight. create chatter These sights won’t write about just anything, though, so you need to or a strong story angle to hook this kind of sucker. Their illusion of legitimacy comes at the cost of being slightly more selective when it comes to what they cover. BUT IT IS WORTH THE PRICE, GRANTING BIGGER WEBSITES IN YOUR SIGHTS LATER THE PRIVILEGE OR USING MAGIC WORDS LIKE: “NBC IS REPORTING…”
  • 25. "TRADING UP THE CHAIN" STEP #3: THE NATIONAL PRESS A STEP AWAY FROM MILLIONS OF IMPRESSIONS
  • 26. Having registered multiple stories from multiple sources firmly onto the radar of both local and midlevel outlets, you can now leverage this coverage to access the highest level of media: the national press. Getting to this level usually involves less direct pushing and a lot more massaging. The sites that have already taken your bait are now on your side. They desperately want their articles to get as much traffic as possible, and being linked to or mentioned on national sites is how they do that.
  • 27. THE NATIONAL PRESS These sites will take care of submitting your articles to news aggregator sites like Digg, because making the front page will drive tens of thousands of visitors to their article. Mass media reporters monitor aggregators for story ideas, and often cover what is trending there, like they did with the charity story after it made the front page of Reddit. IN TODAY’S WORLD EVEN THESE GUYS HAVE TO THINK LIKE BLOGGERS—THEY NEED AS MANY PAGEVIEWS AS POSSIBLE
  • 28. HERE’S HOW YOU DO IT Take the outlet where you’d ultimately like to receive coverage and observe it for patterns. You’ll notice that they tend to get their story ideas from the same second-level sites, and by tailoring the story to those smaller sites (or site), it sets you up to be noticed by the larger one. The blogs on Gawker and Mediabistro, for instance, are read very heavily by the New York City media set. You can craft the story for those sites that automatically set yourself up to appeal to the other reporters reading it – without ever speaking to them directly.
  • 29. AN EXAMPLE: Katie Couric claims she gets many story ideas from her Twitter followers, which means that getting a few tweets out of the seven hundred or so people she follows is all it takes to get a shot at the nightly national news. It’s a simple illusion: Create the perception that the meme already exists and all the reporter is doing is popularizing it. They rarely bother to look past the first impressions.
  • 30. HOW I DID IT Trading Up the Chain
  • 32. My campaign for I Hope They Serve Beer in Hell began by vandalizing the billboards. The graffiti was designed to bait two specific sites, CurbedLA and Mediabistro’s FishbowlLA. When I sent them photos of my work under the fake name Evan Meyer, they both quickly picked it up.
  • 33. CURBEDLA BEGAN THEIR POST BY USING MY EMAIL VERBATIM: Thanks for the plug! In creating outrage for the movie, I had a lot of luck getting local websites to cover or spread the news about protests of the screenings we had organized through anonymous tips. We would send them a few offensive quotes and say something like “This misogynist is coming to our school and we’re so fucking pissed. Could you help spread the world” Or I’d email a neighborhood site to say that “a controversial screening with rumors of a local boycott” was happening in a few days.
  • 34. SEX, COLLEGE PROTESTORS, HOLLYWOOD. It was the kind of story news producers loved. After reading about the growing controversy on the small blogs I conned, they would often send camera crews to the screenings. The video of the story would get posted on the station’s website, and then get covered again in the other, larger blogs in that city, like those hosted by a newspaper or companies like the Huffington Post. I was able to get the story to register, however briefly, by using a small site with low standards.
  • 35. At this point, I now have something to work with. Three or four links are the makings of a trend piece, or even a controversy— that’s all major outlets and national websites need to see to get excited. The key to getting from the second to the third level is the soft sell. Gawker and Mediabistro are very media-centric, so we tailored stories to them to queue ourselves up for outrage from their audiences— which happen to include reporters at places like the Washington Post.
  • 36. When I want to be direct, I would send fake emails with a collection of all links gathered so far and say, “How have you not done a story about this yet?” Reporters rarely get substantial tips or alerts from their readers, so to get two or even three legitimate tips about an issue is a strong signal. So I sent it to them. At this point something amazing happened.
  • 37. “If only they knew we were promoting the offensive Tucker Max brand for us just as we planned…” The coverage my stunts received began helping the 20,000 dollar-a-month publicist the movie had hired. REJECTIONS FROM LATE-NIGHT TELEVISION, NEWSPAPER INTERVIEWS, AND MORNING RADIO TURNED INTO CALL-BACKS. Tucker did Carson Daly’s NBC late-night show for the first time. By the end of this charade, hundreds or reputable reporters, producers, and bloggers had been swept up into participating. Thousands more had eagerly gobbled up news about it on multiple blogs. Each time they did, views of the movie trailer spiked, book sales increased, and Tucker became more famous and more controversial.
  • 38. JUST LIKE A BUNCH OF ANIMALS The media gallops in a herd. It takes just one steer to start a stampede. The first level is your lead steer. The rest is just pointing everyone’s attention to the direction it went in. Remember: Every person (with the exception of a few at the top layer) in this ecosystem is under immense pressure to produce content under the tightest of deadlines. Yes, you have something to sell. But more than ever they desperately, desperately need to buy. The flimsiest of excuses is all it takes.
  • 39. It freaked me out when I began to see this sort of thing happen without the deliberate prodding of a promoter like myself. I saw media conflagrations set off by internal sparks. In this networked, interdependent world of blogging, misinformation can spread even when no one is consciously pushing or manipulating it. The system is so primed, tuned, and ready that often it doesn’t need people like me.. The monster can feed itself.
  • 40.
  • 41. RYAN HOLIDAY is a media strategist for notorious clients such as Tucker Max and Dov Charney. After dropping out of college at nineteen to apprentice under Robert Greene, author of The 48 Laws of Power, he went on to advise many bestselling authors and multiplatinum musicians. He is currently the director of marketing at American Apparel, where his work is internationally known. His campaigns have been used as case studies by Twitter, YouTube, and Google and written about in AdAge, the New York Times, Gawker and Fast Company. He currently lives in New Orleans and writes at RyanHoliday.net.
  • 42. CLICK HERE TO CHECK OUT AMP POWER-DASH