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The Surprising Business Model Behind Guinness World Records

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The people behind the Guinness World Records used to make money by selling books. But with the rise of the Internet, they had to create a new business model — selling publicity. Here's the story of how Guinness got into the business of record-breaking.

The people behind the Guinness World Records used to make money by, well, selling books. But with the rise of the Internet came a decline in book sales, and so they had to create a new business model — selling publicity.

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