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It's true that every business is a publisher. In other words, every company has the opportunity to produce content, such as blogs and webinars and podcasts and so on, to attract attention and prospects and increase its profile. In essence, every business these days is, increasingly, the media. But nonetheless, there's a certain cachet to getting a major news outlet to tell your story for you. And there are other benefits, too, of course: like broader reach, and instant legitimacy, and the fact that your Mom can brag about it.
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