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Michael Rovner
Michael Rovner is a principal at Mr. Finn Content Works, a New York-based storytelling shop. He began writing for The New York Times Magazine 18 years ago and his work has appeared in Folio, Vogue, Artnews, New York, Esquire, Details, BlackBook, The Real Deal, The New York Post, The New York Times, The New York Daily News, The New York Observer and Women’s Wear Daily

, among others.

Entries by Michael Rovner

8 Ways to Tell if Your Brand Awareness Measures Up

(0) Comments | Posted May 13, 2015 | 6:57 AM

True story: in the 1930s, to generate brand awareness, companies resorted to "sky shouting" -- where a low-flying single-engine plane carried a man with a megaphone shouting product enticements like "Smoke Gold Cigarettes!" within earshot of pedestrians. The plane then lifted toward the heavens, blaring music as it buzzed skyward.

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The Magic Pill to Making Shareable Content

(0) Comments | Posted April 4, 2014 | 4:03 PM

We asked Ben Lerer, CEO from Thrillist, about the DNA of shareable content.

Mr. Finn: What's your secret sauce to shareable, branded content?

Ben: If we're writing about a new restaurant, it comes down to classic news pegs, classic journalism, best business practices, meaningful partnerships, people with like-minded audiences. You...

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Media Companies Catching Up (Or, Our Advice to The NY Post)

(0) Comments | Posted September 6, 2013 | 1:41 PM

I began writing for The New York Times at age 22. Shortly after, Vogue called and asked me to write for them. The year was 1993, and branded content was considered a boneyard for those who couldn't break news.

Twenty years later--after launching magazines for big media companies, a stint...

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Is the RFP Dead?

(1) Comments | Posted February 20, 2013 | 6:32 PM

We rounded up the best thinkers in content marketing to address the current state of the RFP process. Here's what they had to say:

"RFPs never really worked for us. For us, it's been a process of really picking the ice, talking to clients, one on one, and we start...
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Coke Says: Content Is it

(0) Comments | Posted February 19, 2013 | 11:57 AM

A.J. Brustein, The Coca-Cola Company's newly-named Innovation Accelerator Director talks about how content sits at the core of everything they do.

How does Coca Cola think about content?

Everything is content -- whether it's traditional TV or out of home, from the product to the packing to the stories...

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New York's Biggest 1BR in Midtown

(0) Comments | Posted June 30, 2010 | 2:29 PM

New York is a city of superlatives. Most expensive this, biggest that, and for most New Yorkers, merely witnessing the record breaking realities on a daily basis is part of the reason we live here. I'm currently marketing the largest 1BR apartment in midtown Manhattan, clocking...

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Decisions, Decisions

(0) Comments | Posted May 4, 2010 | 10:20 PM

Among the more memorable nuggets I've digested from New York Times best selling author Tom Ferry has been that in real estate, a broker can't "sell" someone, but he can strip away the confusion to help their customer make a decision. It doesn't matter if it's a yes or a...

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