Amid rush to sign online talent, agencies ponder how to profit

"The media companies know they will ignore this trend at their peril," says Larry Gerbrandt, principal with Media Valuation Partners, a consulting firm that advises entertainment companies."

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"The style doesn't matter if the work is compelling, says former Disney chief turned Web entrepreneur Michael Eisner."

""When you're telling stories in two-minute bursts, it's much more like a comic strip that you come back to day after day to see what happens."