Why ESPN hired Nate Silver

Political blogger and statistical wizard Nate Silver is leaving The New York Times for ESPN, where he'll preside over a team of journalists, editors and number-crunchers. The attempt to turn Silver's blog into a hub for branded content offers a strategic direction for modern media companies, writes Paul Michelman. "The three-way combination of powerful personal brands, strong corporate support and the passion-fueled built-in audience creates the opportunity for these new ventures to gain traction," he writes.

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