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Speaker 1: I'm off my game today. No, you're not. People are

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Speaker 1: going to have to start making better content. I think

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Speaker 1: we're gonna be talking about this for a long time.

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Speaker 1: When you program for everyone, you program for no one.

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Speaker 1: I think it's that we're purpose driven platform, like we're

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Speaker 1: trying to get to substance. How was that? Are you

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Speaker 1: happy with that? This is marketing therapy right now? It

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Speaker 1: really is? What's up on? Laura Currents And I'm Alexa Kristin.

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Speaker 1: Welcome back to at Landia the Supreme episode. We are

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Speaker 1: hot off the press with the co leads of the

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Speaker 1: New York Post Studios, Shannon to Me and Tory Show.

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Speaker 1: So we had so many plans for this week's episode,

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Speaker 1: and then this cover had to get dropped in collaboration

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Speaker 1: with Supreme, and so we chased down. We chased down

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Speaker 1: Shannon and Tori and said you gotta come on the show.

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Speaker 1: And I think what we're really excited to talk about

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Speaker 1: is the manifestation of so many signals and themes that

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Speaker 1: we've been talking about over the last few episodes are

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Speaker 1: over the course of the show quite frankly, local communities,

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Speaker 1: authentic voices, collaboration, tension between collaborations, having something to say

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Speaker 1: without having to say at all simplicity, Yeah, and just

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Speaker 1: being a part of routine and the customer journey, and

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Speaker 1: how actually print provides a tangibility that digital just can't.

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Speaker 1: I mean, how many brands can actually say they are

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Speaker 1: embedded into a habit of their consumers. Not many in

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Speaker 1: the New York Post can. So we'll be right back,

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Speaker 1: and we're back in the studio with the creative collaborators

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Speaker 1: behind the most talked about newspaper front page of the year.

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Speaker 1: We have Tori Show calling in from vacation. Thank you

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Speaker 1: so much. Um, who is VP of Creative at Post Studios. Hello,

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Speaker 1: And in the studio we've got Shannon to Meat, VP

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Speaker 1: of Strategy. You guys are co leads of Post Studios. Yes,

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Speaker 1: we are welcome to the show. So we were planning

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Speaker 1: to have you guys on the show this week. We

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Speaker 1: decided we needed to get the creators behind literally the

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Speaker 1: thing that everybody is flooding our Twitter feed with this

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Speaker 1: supreme cover on the New York Post. So how did

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Speaker 1: this come to be? So supreme? Reach out to us

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Speaker 1: in April asking what we could partner on that had

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Speaker 1: never been done before, and we had been talking internally

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Speaker 1: about trying to figure out how we could pull off

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Speaker 1: news stand cover raps um, but we knew that it

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Speaker 1: really had to be the right partner for the first one.

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Speaker 1: So we got excited about the potential for it to

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Speaker 1: be supreme, and we took it to our CEO and publisher,

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Speaker 1: Jessie Angelo, and he was all about it. Yeah, who

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Speaker 1: would exactly who wouldn't be? And so did so did

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Speaker 1: they have the idea that they wanted to cover rapp

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Speaker 1: or was this sort of like what's the right real

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Speaker 1: estate to show up? They asked what we could do together,

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Speaker 1: and we suggested this, did they tell you when they

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Speaker 1: contacted you what they like about the Post? So later on,

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Speaker 1: once we were actually in progress, we took them on

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Speaker 1: a tour of the printing facility, which is in the Bronx.

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Speaker 1: So we took them out to this dinner on authur

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Speaker 1: A and we had a great time with them, and

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Speaker 1: they were explaining to us that when they look um

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Speaker 1: to do brand collaborations, what's most important to them is authenticity,

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Speaker 1: and they felt like the New York Post, specifically for

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Speaker 1: a partnership like this, is an iconic, authentic voice of

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Speaker 1: New York and that's why they thought it was perfect.

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Speaker 1: Normally with a cover wrap, we're doing like ken or copies, copies.

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Speaker 1: This was really cool because it was actually on press,

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Speaker 1: with the paper on the newsprint, which made it really

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Speaker 1: different from everything we've ever done, which also made it

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Speaker 1: more authentic. Yeah. One of the things that you know,

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Speaker 1: we read in a ton of obviously press that has

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Speaker 1: come out about this is the word collaboration. Talk a

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Speaker 1: little bit about why this was not considered an advertising partnership,

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Speaker 1: not considered a brand sponsorship, but collaboration. It is an

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Speaker 1: ad campaign, right, but at the same time, it just

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Speaker 1: it became so much more in it and it really,

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Speaker 1: i mean, it just really almost became an iconic New

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Speaker 1: York moment um. What we loved about the idea of

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Speaker 1: it being on the front cover of the paper is

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Speaker 1: there's so much talk right now, so much press about

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Speaker 1: how short attention spans are and how everything is fleeting,

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Speaker 1: and we thought that this was a really fantastic opportunity

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Speaker 1: to make a really big impact on something that's tangible

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Speaker 1: and then became a collectible, yeah, which is now selling.

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Speaker 1: What's the highest price that it's gone for. I've read

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Speaker 1: as highest, Oh, my gosh. We saw there's a really

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Speaker 1: funny one um on eBay that has like a return bag,

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Speaker 1: like what the what the vendors send the returns back

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Speaker 1: in with the letter from the head of distribution, like

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Speaker 1: explaining what it was, so that so the sellers weren't confused.

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Speaker 1: And so we're joking that, you know, he's famous his

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Speaker 1: letters on eBay and that that bundles fifty How did

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Speaker 1: you guys decide it's just like it's the paper with

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Speaker 1: the logo, that's it. They they definitely wanted just their

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Speaker 1: logo on the cover, simple easy, both of our logos

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Speaker 1: obviously on the front um, and and people just freaked out.

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Speaker 1: There's this Andy warhol asque moment here, you know, that

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Speaker 1: kind of fifteen minutes of fame. But to really make

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Speaker 1: a statement and supremes making statement about print media as well, right,

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Speaker 1: I mean, that's the biggest that that's what's also genius here.

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Speaker 1: It's now a collectible. I would say to add to

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Speaker 1: that that there was a little there was certainly some

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Speaker 1: thought behind it, in the sense that you know, we

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Speaker 1: could have been suggesting that they do like a one

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Speaker 1: day premium takeover the websites National sixties six million, like

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Speaker 1: that would have had a huge impact too, But it's

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Speaker 1: not tangible and it's not this message like almost throwback

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Speaker 1: right right, you can't keep it. And I think that

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Speaker 1: that like one of the articles that said this, and

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Speaker 1: like the brand Supreme has done this amazing job of

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Speaker 1: becoming a high commodity after Mark get right. I mean,

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Speaker 1: that's what it is. That's the whole point here. They

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Speaker 1: just did it with an old quote unquote medium reading

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Speaker 1: the stories both that we're covered by the press, but

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Speaker 1: then also in social of the people like running two

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Speaker 1: transit stops to you know, this thing was flying off

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Speaker 1: the shelves eight am. They're like sold out. Yeah, I mean,

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Speaker 1: when's the last time that happened for the New York

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Speaker 1: Post or any paper? Hello, this is the first time,

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Speaker 1: the first time for the Post. But but that's really

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Speaker 1: it's really funny. Um. The plant told us that the

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Speaker 1: delivery drivers were calling the morning of the drop off saying,

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Speaker 1: we are being followed and people are buying the bundles

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Speaker 1: as soon as we give them to the vendors, like

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Speaker 1: buying them by the bundle, not by the paper. And

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Speaker 1: how much does a bundle go for? I mean it.

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Speaker 1: Typically it depends on how many are in there. So

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Speaker 1: if it's a dollar paper and it's fifty per bundle,

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Speaker 1: and then people are turning those around on the second,

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Speaker 1: that's a bargain. At this point, when's the last time

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Speaker 1: that print? So a resale market. We certainly think that

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Speaker 1: there's a strong alignment with between the brands as far

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Speaker 1: as being based in New York, being off entic, both

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Speaker 1: being bold and brash and kind of edgy, you know,

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Speaker 1: in different ways. So we thought that that was a

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Speaker 1: pretty natural fit. Can you talk about what is the

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Speaker 1: voice of New York? Because I could see all of

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Speaker 1: a sudden, everybody who's wanting to reach anyone authentically in

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Speaker 1: New York from a brand standpoint is now putting the

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Speaker 1: New York Post at the top of their list. Are

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Speaker 1: you finding that? Are your phone's ringing? I would say yes, yeah, yes,

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Speaker 1: for sure. Our sales team has spawned a ton of enquiries. Um.

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Speaker 1: I mean we we say that we capture the attention

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Speaker 1: of the nature and through the lens of New York.

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Speaker 1: So that's sort of the that's sort of the positioning

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Speaker 1: of of the voice of the Post and the way

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Speaker 1: that the way that we report, whether it's uh, you know, entertainment, sports, fashion, style, UM,

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Speaker 1: it's all through the lens of of what New Yorkers

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Speaker 1: care about. But the thing that national brands don't have

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Speaker 1: that you have, that they're wishing, the dying, they're dying

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Speaker 1: to have, right, is this local foothold. They don't have it.

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Speaker 1: So I think that like what makes you guys special,

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Speaker 1: And I think the opportunity for other brands to come

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Speaker 1: in and say we want a part of the Post.

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Speaker 1: And it's not just because the Post is in New York,

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Speaker 1: right rooted brand, It's because you're actually part of the

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Speaker 1: cultural fabric of the city, which means, you know, one

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Speaker 1: of the most know the leading city in the world. UM.

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Speaker 1: And I think that that's a really interesting place for

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Speaker 1: brands to start thinking about publications and voices of publications

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Speaker 1: and personalities we go to. We go to UM brands

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Speaker 1: and talk to people a lot about stop rfping people.

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Speaker 1: We've been talking about this for years, right, stop rf

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Speaker 1: ping publications know what they're good at, and then go

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Speaker 1: work with them, go talk to them, right And I

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Speaker 1: think you guys just put yourself on the map to

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Speaker 1: say we know what we're good at. Do you know

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Speaker 1: what we're good at? Do you know our value? Um?

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Speaker 1: And I think that do you understand and do you

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Speaker 1: understand right? Do you understand the audience? When brands collaborate

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Speaker 1: with the posts, what is sort of the connection that

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Speaker 1: they're creating with the market and how are you evaluating success?

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Speaker 1: Are you owning the KPI in a different way? Yea, Um,

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Speaker 1: I think every campaign we speak to with the clients

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Speaker 1: about what their objectives are, what their KPI s are,

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Speaker 1: and then we make recommendations based on that. For example,

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Speaker 1: uh that A T and T one was basically like

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Speaker 1: the Locals Guide to the Five Boroughs, and it performed

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Speaker 1: phenomenally because it was actually utility and like we built

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Speaker 1: it and it was our favorite things. It was real things.

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Speaker 1: It wasn't like tourist suggestions for tourists. It was like

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Speaker 1: where we actually like to spend time. So we like

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Speaker 1: to create things that we know people will care about

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Speaker 1: and we'll want to naturally engage with. Yeah, I think so.

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Speaker 1: I also think that this is a big kind of

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Speaker 1: signal in the noise which a lot of people have

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Speaker 1: talked to Laura and I about, which is how do

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Speaker 1: I product ties marketing? You created a product, created a product.

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Speaker 1: I'm I'm holding up one of the issues, and I

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Speaker 1: think that is an opportunity for brands to come in

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Speaker 1: and say, create a product right with me, UM And

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Speaker 1: actually so so speaking of print UM more recently, like

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Speaker 1: we're almost always thinking digitally first, and that's what the

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Speaker 1: company has been doing for the last several years. But

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Speaker 1: more recently we've been thinking about other print opportunities, especially

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Speaker 1: for local partners, because they want the digital reach, but

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Speaker 1: they want to be able to hold it in their

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Speaker 1: hands and they want they want their customers to say,

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Speaker 1: like I saw it in the post, you know. So

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Speaker 1: we actually just recently in the spring, launched a product

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Speaker 1: that we're calling Spotlight, which is branded content in print

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Speaker 1: and digital, which obviously abortorial is nothing new, but this

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Speaker 1: is the same kind of thoughtful brand of content that

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Speaker 1: we create hand in hand with the client UM and

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Speaker 1: now they have it in print as well. Getting a

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Speaker 1: copy of the New York Post in the daily journey

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Speaker 1: of a New Yorker is part of routine, absolutely, and

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Speaker 1: it's a routine moment that we spend far more than

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Speaker 1: thirty seconds with right it's however long it's sitting at

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Speaker 1: your desk before the day starts. It's you know, coming

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Speaker 1: having a moment on subway. Um, how does that differ

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Speaker 1: from your vantage point when people are coming to you

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Speaker 1: to talk about, you know, your assets. You know, are

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Speaker 1: you holding this up or did you find yourselves leading

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Speaker 1: with digital? Because that's what sort of the marketplace conversation is,

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Speaker 1: versus realizing that the thing that you actually have in

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Speaker 1: your arsenal is more valuable than probably any other competitor

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Speaker 1: when it comes to print, like the national clients are

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Speaker 1: only interested in digital. One of the guys that was

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Speaker 1: going to his his local, you know, neighborhood store, he

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Speaker 1: knew the price of his coffee and his post. That's

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Speaker 1: a bundle for him. You know, we're thinking about media

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Speaker 1: in terms of asset bundles, but coffee and a post

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Speaker 1: is a bundle. Maybe there's a partnership with ste Yeah.

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Speaker 1: I think as an industry we get so caught up in,

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Speaker 1: you know, sort of the swell of of mass media

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Speaker 1: and trends. And as Alexa said, I think so eloquently put,

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Speaker 1: you're part of the fabric of New York and and

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Speaker 1: that to me is if I'm sitting in your sales

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Speaker 1: organization I'm running out the doors, like running with these people.

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Speaker 1: I would actually be screaming at clients saying, you tell me?

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Speaker 1: Are you is any other brand that you're talking to

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Speaker 1: a part of a habit other than Apple? This is

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Speaker 1: I'm not kidding. So you're competing right now against Apple.

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Speaker 1: You want to talk, we'll talk about your phone anyway.

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Speaker 1: With that said, before we let you go, we always

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Speaker 1: play this game at the end of every show. Killed

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Speaker 1: by d I y Um, Shannon will let you go first.

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Speaker 1: Since you're here in the studio. What'd you kill? I

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Speaker 1: think this is not super original, but meetings that last forever?

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Speaker 1: Love it? We agree? Check that boy by um rent

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Speaker 1: the runway, the entire business brilliant. Wait do you do

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Speaker 1: their monthly? You do do? It's amazing. That's what you're

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Speaker 1: wearing is that you can say it's really cute. That's amazing.

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Speaker 1: I don't have to think about what do Okay? I

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Speaker 1: love that too, And what would you do yourself? Um?

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Speaker 1: I want to write a mystery? All right? You could

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Speaker 1: do that with a brand? Yeah, very cool? Um? And Tori,

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Speaker 1: you're up? What would you kill? Obviously fake news, but

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Speaker 1: also advertisers who want their ad two creatively look like news.

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Speaker 1: What would you would buy a clone yourself if I

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Speaker 1: bought a cologne? Yes, And if I bought a Clone,

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Speaker 1: I wouldn't have to d I Y anything. Tori, you've

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Speaker 1: gotten through this, yes, and I think you just gamed

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Speaker 1: the system, so we got to be careful. I was

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Speaker 1: prepared for this question. So if Atlantia or really kick

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Speaker 1: ass brands want to reach out to you, how do

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Speaker 1: they find you? Guys? Shannon to me, that's s to me.

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Speaker 1: T O U M e y at ny Post dot com.

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Speaker 1: Tori b s h O b e at ny Post

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Speaker 1: dot com. We showed this was definitely the most supreme

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Speaker 1: episode we have had this summer. So thank you so

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Speaker 1: much for gratulation and thanks for falling on a vacation.

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Speaker 1: We're gonna go hang out on Arthur Avenue with those ladies.

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Speaker 1: I mean, I'm totally going to frame this edition that

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Speaker 1: I brought us. That was so cool. Um, But I

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Speaker 1: just think again, they hit on things that we've been

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Speaker 1: talking about and and actually show proof of concept for

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Speaker 1: around the understanding of what local habits and consumer preferences are,

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Speaker 1: and like brands from a publishing standpoint, know what you're

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Speaker 1: sitting on because I think it's really amazing that at

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Speaker 1: the end of the day, everyone's saying, well, our digital

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Speaker 1: offering I reach a national audience like who cares? Do

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Speaker 1: you have something else that really kicks ass that can

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Speaker 1: punch through? Yes, you do. And I think we saw

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Speaker 1: this with the New York Post and the New York Post,

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Speaker 1: you know, really smartly capitalizing on their biggest asset, which

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Speaker 1: is their paper, and the fact that they've got people

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Speaker 1: who will not give up that hour in the morning

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Speaker 1: of their coffee in the Post, which is a new bundle.

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Speaker 1: And there you go, so big. Thanks again to The

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Speaker 1: New York Post, Shannon and Tor. Yeah, thanks for bringing

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Speaker 1: your authenticity. We hope that your phones are ringing off

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Speaker 1: the hook. In fact, we know they are. The big

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Speaker 1: thanks to our producer Dana, our friends and family of

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Speaker 1: Planic Plee, Matt Turk, Andy Bower's, Jacob Weisberg, and all

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Speaker 1: of you in Atlantia. Talk to you in two weeks.

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Speaker 1: Full disclosure. Our opinions are our own.