Content production after acquisition with S.A.M.

Question about S.A.M. Let's say I've purchased an audience for a pittance. Fantastic... but haven't I also now saddled myself with the need to produce content for that audience (emails, posts, whatever the media is) in order to keep that audience happy, opening emails, etc? Also the original owner may have had a particular style that resonated with that audience. Not saying it's not worth it... but I don't hear much about how to handle the content aspect. Or have I missed something obvious?

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