Posted on 11/07/2021 at 12:00 PM by Sadye Scott-Hainchek

Kristine Kathryn Rusch’s previous business musings post focused on a crucial marketing concept: the value of new-to-me (with “me” referring to the content consumer).

She’s not trying to borrow trouble, but it recently occurred to her that this might pose a longer-term marketing challenge for some.

The issue? That whoever’s responsible for marketing the new-to-me content will eventually become fatigued by it — even though, yes, it’s their job to disguise that fatigue — and struggle to promote it creatively.

No, that doesn’t undermine the importance of marketing new-to-me material, and no, Rusch doesn’t have a solution for this future problem yet — but in a nice change of pace from, say, the COVID-19 pandemic, the issue of IP feeling stale to its creators and marketers is at least something that they can try to prepare for.

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Categories: Behind the scenes

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