Max Willens on Muck Rack

Max Willens

Brooklyn
As seen in: EMARKETER, Medium, Newsweek, WIRED Magazine, VICE, International Business Times (U.S.), Ad Age, Digiday, Crain's New York Business, AlterNet, NewsBreak and
Music, Sports, Bile. Not necessarily in that order. Senior analyst at EMARKETER.

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Max Willens’s Biography

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Journalist, editor, aspiring podcaster. I cover publishers and platforms for Digiday.

Max Willens’s Journalist Portfolio

Valentine's Day: When the Lonely Flock to Webcam Porn

Valentine's Day: When the Lonely Flock to Webcam Porn

There are several million single guys in this country, and many of them will spend Valentine's Day online wit…

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This is what's really killing digital media

This is what's really killing digital media

All happy media companies are alike, but each unhappy digital media company is unhappy for exactly the same r…

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With Facebook's power growing, publishers scramble to connect directly with audiences

With Facebook's power growing, publishers scramble to connect directly with audiences

After years of guzzling at the platforms' traffic spigot, publishers' worst fears are coming true. The platfo…

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Consignment stores proliferate

Consignment stores proliferate

On a recent Saturday afternoon, Ali King was having trouble finding the right spring look. As her mother hove…

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There's More Than One Way to Kill a Rabbit

There's More Than One Way to Kill a Rabbit

Whole Foods has recently introduced rabbit meat in its stores, and bunny lovers are furious. But how those ra…

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Articles

How Creators Are Shaping GEO Strategies

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By Max Willens
| EMARKETER
Creator content plays a pivotal role in how large language models (LLMs) answer user queries. But brands looking to maximize creators’ impact on their generative engine optimization (GEO) efforts may need to expand their investments in creators in ways that diverge from current strategy. Key Question: How does creator content shape AI chatbots’ responses, and how can brands take advantage of it?
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The Creator Economy

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By Max Willens
| EMARKETER
The creator economy is now a core part of the digital marketing landscape. In this video, Principal Analyst Max Willens explains why creators are essential to marketers’ strategies, and how brands can set themselves up for success. This video will: Show why creators have become essential to digital marketing Highlight the key challenges marketers face when scaling creator strategies Outline practical approaches for building and executing successful creator plans
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Social Search 2026

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By Max Willens
| EMARKETER
Executive Summary Google complements and competitors—among them social platforms—are expanding the search ad market Search is growing into a habit on social, but it is non-core to most users’ experience Pinterest, still shedding its social skin, is trying to get ready for the next phase of search behavior TikTok is trying to broaden the search habits of its users—sometimes by paying them Reddit has more search momentum than any other social network Snapchat could emerge as a differentiated...
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Interview

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What was your first job as a journalist?

I was an arts critic at my high school newspaper. People complained when I panned a class production of Guys and Dolls.

What does it mean to be a journalist?

Journalism helps people understand the world.

What's the worst pitch you ever got?

An interview with a plastic surgeon about rumors that a celebrity had gotten breast implants. The email was addressed to the wrong person.

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