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DMC’s Justin Kirby gets quoted on Fast Company blog from “Advertainment: Perfect for an Array of Targets” panel at Ad:tech New York 03:
18-34 year old males don’t use a lot of media, but the media they do use is expensive. If create material that they’ll pass around peer to peer, it can get passed along. But the trick is to send it to influencers as editorial, not as advertising.
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