小人物賺錢術

You want to know what I know.

Over the last decade, famous people have continued to gain prominence in popular culture, and Americans love to follow their every move, be it through People or via Twitter. Now more of these stars are recognizing their degree of cultural influence and are demonstrating they have points of view and advice to share, becoming stars not just in their core discipline, but mavens across a variety of lifestyle topics from fashion to food to general living.

Beyond Oprah, Gwyneth Paltrow may have started this new trend back in 2009 with her newsletter and website, GOOP (www.goop.com). She started it because she said her friends often asked her advice for what to see and do in certain cities or at home. Her points-of-view aren't always embraced by the masses with many critics teasing her for some out-of-reach recommendations (such as $200 Orlebar Brown shorts recommended as part of the GOOP Summer Kit), yet others appreciate her advice, which ranges from things to DO, things to GET, things to MAKE, and things to BE.

Following suit, Jay-Z this year launched Life + Times (lifeandtimes.com), another lifestyle website for a completely different audience focused on topics spanning from fashion, design, sports, and music. An addition to his other business ventures, which include Rocawear and the Roc Nation label, the website acts as a personal branding tool, being positioned as his view of the world, giving viewers insight and access to what he believes is worthy of interest. Jay-Z is in the know.

Heidi Klum also entered the space this year when she announced her own dedicated channel on AOL (heidiklum.aol.com), building from the idea that people want to know her secrets. She said that, "During my 15 years in the business, I've received so many questions on a variety of topics from my favorite toothbrush to juggling family and a busy work schedule. I'm bringing in the experts that have helped me over the years to help inspire you!" Topics include Beauty, Fashion, Parenting, and Relationships.

What might this mean for marketers, especially now that Oprah is off the air? It could just be that these new cultural influencers are the ones you need to start focusing on to get endorsements to build consumer interest and drive growth.

For more Anthem Sightings, examining global trends in marketing, innovation, branding, and design, visit http://www.schawk.com/knowledge-center/white-papers