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I bet many of those at today’s annual conference of the Insurance Media Association wondered what Sam Friedman, an editor, was doing up at the podium. Not that long ago, I would have wondered the same thing, as editors tend to steer clear of any meeting involving ad sales, marketing and public relations experts–not only because they don’t want to be pitched en masse, but also because they fear being “corrupted” by associating with the “dark side” of the business. But as I explained in my speech, that attitude won’t wash anymore in today’s media-savvy environment, and I proceeded to explain why.

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