Digital publisher Galore Media is taking an “ads-are-secondary approach” to target its young, female audience. Instead of focusing on traditional ads the generation “tunes out,” Galore is leveraging the Influencer Effect by creating and distributing content featuring stars like Sofia Richie, Kylie Jenner, and Zendaya, as well as promoting brands at events like their Girl Cult festival. Their CEO says revenue is up from $2 million to $5 million year over year, with just 10% coming from paid ads, and they “think this is how everybody will have to build a media company in the future.” (Business Insider)
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