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Why Editorial Brands Will Dominate Retail’s ‘Long Tale’

Brands and retailers must create their own deep and sticky ecosystems of content, argues Doug Stephens.
A still from Hodinkee's Talking Watches 2 with John Mayer. Hodinkee.
A still from Hodinkee's Talking Watches 2 with John Mayer. Hodinkee.

In 2008, New York native Ben Clymer was working in finance. When the financial crisis hit, he took a severance package and enrolled in Columbia Journalism School, where, in his spare time, he launched Hodinkee, a simple blog for wristwatch aficionados. The name Hodinkee, he would later reveal, was derived from the Czech word “hodinky,” meaning wristwatch.

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