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Nowadays, everyone wants more for less –  newspapers without paywalls, every book ever published available for free on Google Books, and consumers who are such fanatics for your brands that they’ll do your marketing for you.  (That’s what Twitter and YouTube are for, right?)

Well, Deep Focus CEO Ian Schafer says the quick and easy way isn’t always the best one.

“If you’re using [a viral strategy] as code for ‘I don’t want to spend a lot of money to get a lot of reach,’ then you’re going to be out of luck,” he said in the final installment of our Media Beat interview. “What we’re finding is one thing can help get more content seen by more people (and it’s the same thing that’s always helped get more content seen by more people),  and that’s money –  paid distribution.”

“If you really wanna guarantee yourself a lot of viewership, just pay for it. You’re already paying for a lot of other things.”

Part 1: Deep Focus CEO Ian Schafer: ‘We Struck Gold’ With Mad Men Yourself

Part 2: Deep Focus CEO Ian Schafer: ‘We’re Hiring Creatives At Every Level’

Ian Schafer talks about best practices for social media marketing in his keynote presentation at Socialize on April 1 in New York. You can also watch this video on the mediabistro.com YouTube channel.