To Sell a Blog, Build Your Personal Brand


Michelle Leder isn’t the first entrepreneur to find success post-pink slip, but her tale is a parable about the importance of finding a niche – and of personal branding.                      In 1998, Leder, a financial journalist, was fired from her business-reporting job at Gannett’s Poughkeepsie Journal. She parlayed her skill parsing complex Securities and Exchange Commission documents into a business she ran from her home office.


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