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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

The Next Era of Social Commerce

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By Max Willens
| EMARKETER
After years of growth, retail social commerce sales will surpass $100 billion in 2026. But as AI-influenced commerce ramps up, social networks must navigate driving commerce growth on their own platforms while fending off threats from agents available in other digital channels. Key Question: How will the rise of AI shopping assistants change social networks’ commerce ambitions? Key Stat: Annual US social commerce sales will increase by nearly $50 billion over the next three years.
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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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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.