New digital media companies inevitably will face the need to scale an audience, but the logistics are complicated. Among the questions they have to figure out as they branch out to new verticals is how to brand themselves. Do they take their parent name and extend it to new coverage areas, a là The Huffington Post or BuzzFeed? Or do they start an entirely new brand name, as Bustle did, with its new parenting site, Romper?
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