Not all consumer attention is created equal—that’s a critical lesson from McKinsey’s recent report on content creation and monetization. On this episode of The McKinsey Podcast, McKinsey Senior Partner Kabir Ahuja speaks with Editorial Director Roberta Fusaro about something called the “attention equation” and how media players can use it to get a better return on their investments. It’s about quality of focus, Ahuja reminds us, not just quantity of eyeballs.

Articles Mentioned:

The FDI shake-up: How foreign direct investment today may shape industry and trade tomorrow

How Strategy Champions win

Theme music composed, performed, and produced by Joy Ngiaw

Not all consumer attention is created equal&mdash;that&rsquo;s a critical lesson <a href="https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/the-attention-equation-winning-the-right-battles-for-consumer-attention">from McKinsey&rsquo;s recent report</a> on content creation and monetization. On this episode of The McKinsey Podcast, McKinsey Senior Partner <a href="https://www.mckinsey.com/our-people/kabir-ahuja">Kabir Ahuja</a> speaks with Editorial Director Roberta Fusaro about something called the &ldquo;attention equation&rdquo; and how media players can use it to get a better return on their investments. It&rsquo;s about quality of focus, Ahuja reminds us, not just quantity of eyeballs.
Articles Mentioned:
<a href="https://www.mckinsey.com/mgi/our-research/the-fdi-shake-up-how-foreign-direct-investment-today-may-shape-industry-and-trade-tomorrow">The FDI shake-up: How foreign direct investment today may shape industry and trade tomorrow</a>
<a href="https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/how-strategy-champions-win">How Strategy Champions win</a>
Theme music composed, performed, and produced by Joy Ngiaw

The McKinsey Podcast, our new flagship podcast series, takes you inside our global firm, and features conversations with experts on issues that matter most in business and management. McKinsey & Company is a management-consulting firm that helps businesses, governments, and not-for-profit organizations realize their most important goals. Topics covered in this series include strategy, technology, leadership, marketing, operations, organization, and the role of business in society.

The McKinsey Podcast features conversations with experts from global management-consulting firm McKinsey & Company, focusing on the issues that matter most in business and management.

The McKinsey Podcast

Our flagship series The McKinsey Podcast takes you inside our global firm, and features conversations with experts on issues that matter most in business and management. McKinsey & Company is a management-consulting firm that helps businesses, governments, and not-for-profit organizations realize their most important goals. Topics covered in this series include strategy, technology, leadership, marketing, operations, organization, and the role of business in society.

Our flagship series The McKinsey Podcast takes you inside our global firm, and features conversations with experts on issues that matter most in business and management. McKinsey &amp; Company is a management-consulting firm that helps businesses, governments, and not-for-profit organizations realize their most important goals. Topics covered in this series include strategy, technology, leadership, marketing, operations, organization, and the role of business in society.

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