"Connectors" should be actively sought by advertisers and to a news site's promotional department. Finding them online, should be a priority.
One way to find these "connectors" could be done while offering subscription services. By waiving a setup fee (or one month of subscription feeds) when a user fills out an online survey. That survey would have the general questions of age, income, employment, etc, but should also have a set of questions regarding how many people they know with a random set of last names. Users who pass a certain threshold could be tagged as a connector and targeted as such.
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