(Google ranks websites based on the number of other websites that link back to them — manufacturing “backlinks” is a way to boost credibility and visibility). Calculating the price of an effort like this is difficult. But with a reasonable price per backlink at about $500, it wouldn’t be unrealistic to estimate total spend on promoting the Amazon Post at north of $4.5 million dollars — that’s before factoring in fees paid to an agency providing these services.
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Take the Bay Area city of Richmond, where Chevron maintains an oil refinery. Under the “Incidents” section for the refinery’s Wikipedia page: “1989 explosion and fire,” “1999 explosion and fire,” “2012 fire,” “2014 incident,” “2016 incident.” In the wake of the 2014 incident, Chevron brought something else to the town: a news outlet, called the Richmond Standard. In 2022 they launched Permian Proud, a news outlet for the area between Texas and New Mexico around Lubbock, Midland and Odessa.
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