Available worldwide via Amazon (Kindle Edition)
US: $5.99
Other regions: Local Amazon pricing
Available here:
https://www.amazon.nl/dp/B0GMXLX56T
As professional audiences become increasingly specialized, the value of independent media may depend less on mass reach and more on relevance. The emerging signal is not simply attention, but the growing alignment between expertise, topics and audiences.
For years, influencers were treated as a side-act in marketing: a nice-to-have, a creative extra, a colourful add-on to the “real” media plan. That era is over. Today, influence is an industry — structured, data-driven, global — and personal brands have quietly grown into media companies without newsrooms, studios or distribution departments. Their leverage is not built on infrastructure, but on attention. And attention travels faster than advertising budgets can adapt.
