Building a media brand (where trust lies) is difficult at the best of times, but even more difficult when the media brand itself is a sub-brand, and where the umbrella brand is so strong itself. Is the reader loyalty to publication or the larger brand? And if there is so much "other" content housed within the larger brand do the sub-brands have a chance (hope?) of building the kind of loyalty that leads to true engagement? This is a problem, too, with custom publishing (a larger one) but the problem created here is unique. One could say that the Medium umbrella is more powerful than, say, Condé Nast's (for example), and the push-pull of where to build is ingrained within Medium. And, probably, part of its own attraction. DNA is hard to change. Gravity harder yet.