Navigating the New Media Circuit: Celebrity Strategies in a Fragmented Audience

Summer blockbusters like the new Superman and Jurassic World movies may be doing great at the box office, but promoting them is more complicated than ever. The old celebrity playbook of magazine profiles, TV chat shows and press junkets isn’t enough in an era of audience fragmentation. Publicists now have to strategize which podcasts to make time for, and whether their clients will eat chicken on YouTube with Amelia Dimoldenberg or Sean Evans.

This week on The Vergecast, guest host Mia Sato talks to Vulture’s Fran Hoepfner to break down the ever-changing new media circuit, whether you’re a beloved A-lister, a formerly-beloved A-lister, or an aspiring A-lister.

Then, we take a deep dive with Sarah Fackrell into a controversial legal tactic brands are using to go after online sellers hawking everything from grumpy cat T-shirts to closet hooks.

Finally, Victoria Song joins Mia to answer a Vergecast hotline from a listener wondering whether an AI translator will be able to keep up with his partner’s Colombian mother. If you’ve got a question for us, call 866-VERGE11 or e-mail vergecast@theverge.com.

Further reading:

• Box Office: ‘Superman’ Surpasses $400 Million Globally, ‘Jurassic World Rebirth’ Nears $650 Million Milestone

• The Celebrity Press-Tour Road Map

• Fame and Frustration On the New Media Circuit

• Sydney woman who sold a cartoon cat T-shirt told to pay US$100,000 in Grumpy Cat copyright case

• How Does a Mom Get Slapped With a $250,000 Judgment Over $380 of Homemade Luke Combs Merch? Experts Cite ‘Cottage Industry’ of Mass Counterfeit Suits in Illinois

• A SAD Scheme of Abusive Intellectual Property Litigation

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