Oprah widened her brand and attention harvest with the launch of O, The Oprah Magazine, named for her, of course, and with a flattering photo of her on the cover of every issue. The magazine, which surged to a circulation of over two million, had roughly the same demographic target as the show, women over fifty. Here was more attentional real estate, carefully balancing free endorsements with paid advertisements. It showed what an elixir first-order celebrity had become; clearly it had the power to reanimate even fading media sectors like consumer magazines.

Tim Wu, The Attention Merchants, loc. 802