Breitbart

Build an audience equal parts love and hate, never apathy

Shaan argues Barstool's hard-to-copy edge is an audience with as many haters as lovers, never the apathetic middle. He cites Breitbart having the most comments of any news site he's seen as the business signal you want, regardless of politics: extreme engagement beats lukewarm reach.

“So what Barstool did that was great was they have an equal amount of people who hate them but love them. Right. That's what you need.”

Steal thisAim for an audience that loves or hates you, not one that's indifferent; polarization is the engagement signal that builds value.