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http://www.mckinseyquarterly.com/How_companies_can_make_the_most_of_user-generated_content_2041 In This Article Exhibit 1: A desire for fame was one of several primary motives cited for uploading videos. Exhibit 2: For many participatory-media sites, a small percentage of the participants contribute more than half the content.

The McKinsey Quarterly: The Online Journal of McKinsey & Co.