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Build a reputation instead of a personal brand

“I find myself drawn more to what individuals are writing than publications; if others are like me, all the publications who treat their staff as disposable and interchangeable will be in for a rough ride when they try to replace them all with AI churn content. […] I read my first Ed Yong article because I was interested in COVID; his thoughtful writing and reporting earned my trust, so I started following him on Twitter — not The Atlantic.”

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