Speaker 1: I'm off my game today. No, you're not. People are
Speaker 1: going to have to start making better content. I think
Speaker 1: we're gonna be talking about this for a long time.
Speaker 1: When you program for everyone, you program for no one.
Speaker 1: I think it's that we're purpose driven platform, like we're
Speaker 1: trying to get to substance. How was that? Are you
Speaker 1: happy with that? This is marketing therapy right now? It
Speaker 1: really is? What's up on? Laura Currents And I'm Alexa Kristin.
Speaker 1: Welcome back to at Landia the Supreme episode. We are
Speaker 1: hot off the press with the co leads of the
Speaker 1: New York Post Studios, Shannon to Me and Tory Show.
Speaker 1: So we had so many plans for this week's episode,
Speaker 1: and then this cover had to get dropped in collaboration
Speaker 1: with Supreme, and so we chased down. We chased down
Speaker 1: Shannon and Tori and said you gotta come on the show.
Speaker 1: And I think what we're really excited to talk about
Speaker 1: is the manifestation of so many signals and themes that
Speaker 1: we've been talking about over the last few episodes are
Speaker 1: over the course of the show quite frankly, local communities,
Speaker 1: authentic voices, collaboration, tension between collaborations, having something to say
Speaker 1: without having to say at all simplicity, Yeah, and just
Speaker 1: being a part of routine and the customer journey, and
Speaker 1: how actually print provides a tangibility that digital just can't.
Speaker 1: I mean, how many brands can actually say they are
Speaker 1: embedded into a habit of their consumers. Not many in
Speaker 1: the New York Post can. So we'll be right back,
Speaker 1: and we're back in the studio with the creative collaborators
Speaker 1: behind the most talked about newspaper front page of the year.
Speaker 1: We have Tori Show calling in from vacation. Thank you
Speaker 1: so much. Um, who is VP of Creative at Post Studios. Hello,
Speaker 1: And in the studio we've got Shannon to Meat, VP
Speaker 1: of Strategy. You guys are co leads of Post Studios. Yes,
Speaker 1: we are welcome to the show. So we were planning
Speaker 1: to have you guys on the show this week. We
Speaker 1: decided we needed to get the creators behind literally the
Speaker 1: thing that everybody is flooding our Twitter feed with this
Speaker 1: supreme cover on the New York Post. So how did
Speaker 1: this come to be? So supreme? Reach out to us
Speaker 1: in April asking what we could partner on that had
Speaker 1: never been done before, and we had been talking internally
Speaker 1: about trying to figure out how we could pull off
Speaker 1: news stand cover raps um, but we knew that it
Speaker 1: really had to be the right partner for the first one.
Speaker 1: So we got excited about the potential for it to
Speaker 1: be supreme, and we took it to our CEO and publisher,
Speaker 1: Jessie Angelo, and he was all about it. Yeah, who
Speaker 1: would exactly who wouldn't be? And so did so did
Speaker 1: they have the idea that they wanted to cover rapp
Speaker 1: or was this sort of like what's the right real
Speaker 1: estate to show up? They asked what we could do together,
Speaker 1: and we suggested this, did they tell you when they
Speaker 1: contacted you what they like about the Post? So later on,
Speaker 1: once we were actually in progress, we took them on
Speaker 1: a tour of the printing facility, which is in the Bronx.
Speaker 1: So we took them out to this dinner on authur
Speaker 1: A and we had a great time with them, and
Speaker 1: they were explaining to us that when they look um
Speaker 1: to do brand collaborations, what's most important to them is authenticity,
Speaker 1: and they felt like the New York Post, specifically for
Speaker 1: a partnership like this, is an iconic, authentic voice of
Speaker 1: New York and that's why they thought it was perfect.
Speaker 1: Normally with a cover wrap, we're doing like ken or copies, copies.
Speaker 1: This was really cool because it was actually on press,
Speaker 1: with the paper on the newsprint, which made it really
Speaker 1: different from everything we've ever done, which also made it
Speaker 1: more authentic. Yeah. One of the things that you know,
Speaker 1: we read in a ton of obviously press that has
Speaker 1: come out about this is the word collaboration. Talk a
Speaker 1: little bit about why this was not considered an advertising partnership,
Speaker 1: not considered a brand sponsorship, but collaboration. It is an
Speaker 1: ad campaign, right, but at the same time, it just
Speaker 1: it became so much more in it and it really,
Speaker 1: i mean, it just really almost became an iconic New
Speaker 1: York moment um. What we loved about the idea of
Speaker 1: it being on the front cover of the paper is
Speaker 1: there's so much talk right now, so much press about
Speaker 1: how short attention spans are and how everything is fleeting,
Speaker 1: and we thought that this was a really fantastic opportunity
Speaker 1: to make a really big impact on something that's tangible
Speaker 1: and then became a collectible, yeah, which is now selling.
Speaker 1: What's the highest price that it's gone for. I've read
Speaker 1: as highest, Oh, my gosh. We saw there's a really
Speaker 1: funny one um on eBay that has like a return bag,
Speaker 1: like what the what the vendors send the returns back
Speaker 1: in with the letter from the head of distribution, like
Speaker 1: explaining what it was, so that so the sellers weren't confused.
Speaker 1: And so we're joking that, you know, he's famous his
Speaker 1: letters on eBay and that that bundles fifty How did
Speaker 1: you guys decide it's just like it's the paper with
Speaker 1: the logo, that's it. They they definitely wanted just their
Speaker 1: logo on the cover, simple easy, both of our logos
Speaker 1: obviously on the front um, and and people just freaked out.
Speaker 1: There's this Andy warhol asque moment here, you know, that
Speaker 1: kind of fifteen minutes of fame. But to really make
Speaker 1: a statement and supremes making statement about print media as well, right,
Speaker 1: I mean, that's the biggest that that's what's also genius here.
Speaker 1: It's now a collectible. I would say to add to
Speaker 1: that that there was a little there was certainly some
Speaker 1: thought behind it, in the sense that you know, we
Speaker 1: could have been suggesting that they do like a one
Speaker 1: day premium takeover the websites National sixties six million, like
Speaker 1: that would have had a huge impact too, But it's
Speaker 1: not tangible and it's not this message like almost throwback
Speaker 1: right right, you can't keep it. And I think that
Speaker 1: that like one of the articles that said this, and
Speaker 1: like the brand Supreme has done this amazing job of
Speaker 1: becoming a high commodity after Mark get right. I mean,
Speaker 1: that's what it is. That's the whole point here. They
Speaker 1: just did it with an old quote unquote medium reading
Speaker 1: the stories both that we're covered by the press, but
Speaker 1: then also in social of the people like running two
Speaker 1: transit stops to you know, this thing was flying off
Speaker 1: the shelves eight am. They're like sold out. Yeah, I mean,
Speaker 1: when's the last time that happened for the New York
Speaker 1: Post or any paper? Hello, this is the first time,
Speaker 1: the first time for the Post. But but that's really
Speaker 1: it's really funny. Um. The plant told us that the
Speaker 1: delivery drivers were calling the morning of the drop off saying,
Speaker 1: we are being followed and people are buying the bundles
Speaker 1: as soon as we give them to the vendors, like
Speaker 1: buying them by the bundle, not by the paper. And
Speaker 1: how much does a bundle go for? I mean it.
Speaker 1: Typically it depends on how many are in there. So
Speaker 1: if it's a dollar paper and it's fifty per bundle,
Speaker 1: and then people are turning those around on the second,
Speaker 1: that's a bargain. At this point, when's the last time
Speaker 1: that print? So a resale market. We certainly think that
Speaker 1: there's a strong alignment with between the brands as far
Speaker 1: as being based in New York, being off entic, both
Speaker 1: being bold and brash and kind of edgy, you know,
Speaker 1: in different ways. So we thought that that was a
Speaker 1: pretty natural fit. Can you talk about what is the
Speaker 1: voice of New York? Because I could see all of
Speaker 1: a sudden, everybody who's wanting to reach anyone authentically in
Speaker 1: New York from a brand standpoint is now putting the
Speaker 1: New York Post at the top of their list. Are
Speaker 1: you finding that? Are your phone's ringing? I would say yes, yeah, yes,
Speaker 1: for sure. Our sales team has spawned a ton of enquiries. Um.
Speaker 1: I mean we we say that we capture the attention
Speaker 1: of the nature and through the lens of New York.
Speaker 1: So that's sort of the that's sort of the positioning
Speaker 1: of of the voice of the Post and the way
Speaker 1: that the way that we report, whether it's uh, you know, entertainment, sports, fashion, style, UM,
Speaker 1: it's all through the lens of of what New Yorkers
Speaker 1: care about. But the thing that national brands don't have
Speaker 1: that you have, that they're wishing, the dying, they're dying
Speaker 1: to have, right, is this local foothold. They don't have it.
Speaker 1: So I think that like what makes you guys special,
Speaker 1: And I think the opportunity for other brands to come
Speaker 1: in and say we want a part of the Post.
Speaker 1: And it's not just because the Post is in New York,
Speaker 1: right rooted brand, It's because you're actually part of the
Speaker 1: cultural fabric of the city, which means, you know, one
Speaker 1: of the most know the leading city in the world. UM.
Speaker 1: And I think that that's a really interesting place for
Speaker 1: brands to start thinking about publications and voices of publications
Speaker 1: and personalities we go to. We go to UM brands
Speaker 1: and talk to people a lot about stop rfping people.
Speaker 1: We've been talking about this for years, right, stop rf
Speaker 1: ping publications know what they're good at, and then go
Speaker 1: work with them, go talk to them, right And I
Speaker 1: think you guys just put yourself on the map to
Speaker 1: say we know what we're good at. Do you know
Speaker 1: what we're good at? Do you know our value? Um?
Speaker 1: And I think that do you understand and do you
Speaker 1: understand right? Do you understand the audience? When brands collaborate
Speaker 1: with the posts, what is sort of the connection that
Speaker 1: they're creating with the market and how are you evaluating success?
Speaker 1: Are you owning the KPI in a different way? Yea, Um,
Speaker 1: I think every campaign we speak to with the clients
Speaker 1: about what their objectives are, what their KPI s are,
Speaker 1: and then we make recommendations based on that. For example,
Speaker 1: uh that A T and T one was basically like
Speaker 1: the Locals Guide to the Five Boroughs, and it performed
Speaker 1: phenomenally because it was actually utility and like we built
Speaker 1: it and it was our favorite things. It was real things.
Speaker 1: It wasn't like tourist suggestions for tourists. It was like
Speaker 1: where we actually like to spend time. So we like
Speaker 1: to create things that we know people will care about
Speaker 1: and we'll want to naturally engage with. Yeah, I think so.
Speaker 1: I also think that this is a big kind of
Speaker 1: signal in the noise which a lot of people have
Speaker 1: talked to Laura and I about, which is how do
Speaker 1: I product ties marketing? You created a product, created a product.
Speaker 1: I'm I'm holding up one of the issues, and I
Speaker 1: think that is an opportunity for brands to come in
Speaker 1: and say, create a product right with me, UM And
Speaker 1: actually so so speaking of print UM more recently, like
Speaker 1: we're almost always thinking digitally first, and that's what the
Speaker 1: company has been doing for the last several years. But
Speaker 1: more recently we've been thinking about other print opportunities, especially
Speaker 1: for local partners, because they want the digital reach, but
Speaker 1: they want to be able to hold it in their
Speaker 1: hands and they want they want their customers to say,
Speaker 1: like I saw it in the post, you know. So
Speaker 1: we actually just recently in the spring, launched a product
Speaker 1: that we're calling Spotlight, which is branded content in print
Speaker 1: and digital, which obviously abortorial is nothing new, but this
Speaker 1: is the same kind of thoughtful brand of content that
Speaker 1: we create hand in hand with the client UM and
Speaker 1: now they have it in print as well. Getting a
Speaker 1: copy of the New York Post in the daily journey
Speaker 1: of a New Yorker is part of routine, absolutely, and
Speaker 1: it's a routine moment that we spend far more than
Speaker 1: thirty seconds with right it's however long it's sitting at
Speaker 1: your desk before the day starts. It's you know, coming
Speaker 1: having a moment on subway. Um, how does that differ
Speaker 1: from your vantage point when people are coming to you
Speaker 1: to talk about, you know, your assets. You know, are
Speaker 1: you holding this up or did you find yourselves leading
Speaker 1: with digital? Because that's what sort of the marketplace conversation is,
Speaker 1: versus realizing that the thing that you actually have in
Speaker 1: your arsenal is more valuable than probably any other competitor
Speaker 1: when it comes to print, like the national clients are
Speaker 1: only interested in digital. One of the guys that was
Speaker 1: going to his his local, you know, neighborhood store, he
Speaker 1: knew the price of his coffee and his post. That's
Speaker 1: a bundle for him. You know, we're thinking about media
Speaker 1: in terms of asset bundles, but coffee and a post
Speaker 1: is a bundle. Maybe there's a partnership with ste Yeah.
Speaker 1: I think as an industry we get so caught up in,
Speaker 1: you know, sort of the swell of of mass media
Speaker 1: and trends. And as Alexa said, I think so eloquently put,
Speaker 1: you're part of the fabric of New York and and
Speaker 1: that to me is if I'm sitting in your sales
Speaker 1: organization I'm running out the doors, like running with these people.
Speaker 1: I would actually be screaming at clients saying, you tell me?
Speaker 1: Are you is any other brand that you're talking to
Speaker 1: a part of a habit other than Apple? This is
Speaker 1: I'm not kidding. So you're competing right now against Apple.
Speaker 1: You want to talk, we'll talk about your phone anyway.
Speaker 1: With that said, before we let you go, we always
Speaker 1: play this game at the end of every show. Killed
Speaker 1: by d I y Um, Shannon will let you go first.
Speaker 1: Since you're here in the studio. What'd you kill? I
Speaker 1: think this is not super original, but meetings that last forever?
Speaker 1: Love it? We agree? Check that boy by um rent
Speaker 1: the runway, the entire business brilliant. Wait do you do
Speaker 1: their monthly? You do do? It's amazing. That's what you're
Speaker 1: wearing is that you can say it's really cute. That's amazing.
Speaker 1: I don't have to think about what do Okay? I
Speaker 1: love that too, And what would you do yourself? Um?
Speaker 1: I want to write a mystery? All right? You could
Speaker 1: do that with a brand? Yeah, very cool? Um? And Tori,
Speaker 1: you're up? What would you kill? Obviously fake news, but
Speaker 1: also advertisers who want their ad two creatively look like news.
Speaker 1: What would you would buy a clone yourself if I
Speaker 1: bought a cologne? Yes, And if I bought a Clone,
Speaker 1: I wouldn't have to d I Y anything. Tori, you've
Speaker 1: gotten through this, yes, and I think you just gamed
Speaker 1: the system, so we got to be careful. I was
Speaker 1: prepared for this question. So if Atlantia or really kick
Speaker 1: ass brands want to reach out to you, how do
Speaker 1: they find you? Guys? Shannon to me, that's s to me.
Speaker 1: T O U M e y at ny Post dot com.
Speaker 1: Tori b s h O b e at ny Post
Speaker 1: dot com. We showed this was definitely the most supreme
Speaker 1: episode we have had this summer. So thank you so
Speaker 1: much for gratulation and thanks for falling on a vacation.
Speaker 1: We're gonna go hang out on Arthur Avenue with those ladies.
Speaker 1: I mean, I'm totally going to frame this edition that
Speaker 1: I brought us. That was so cool. Um, But I
Speaker 1: just think again, they hit on things that we've been
Speaker 1: talking about and and actually show proof of concept for
Speaker 1: around the understanding of what local habits and consumer preferences are,
Speaker 1: and like brands from a publishing standpoint, know what you're
Speaker 1: sitting on because I think it's really amazing that at
Speaker 1: the end of the day, everyone's saying, well, our digital
Speaker 1: offering I reach a national audience like who cares? Do
Speaker 1: you have something else that really kicks ass that can
Speaker 1: punch through? Yes, you do. And I think we saw
Speaker 1: this with the New York Post and the New York Post,
Speaker 1: you know, really smartly capitalizing on their biggest asset, which
Speaker 1: is their paper, and the fact that they've got people
Speaker 1: who will not give up that hour in the morning
Speaker 1: of their coffee in the Post, which is a new bundle.
Speaker 1: And there you go, so big. Thanks again to The
Speaker 1: New York Post, Shannon and Tor. Yeah, thanks for bringing
Speaker 1: your authenticity. We hope that your phones are ringing off
Speaker 1: the hook. In fact, we know they are. The big
Speaker 1: thanks to our producer Dana, our friends and family of
Speaker 1: Planic Plee, Matt Turk, Andy Bower's, Jacob Weisberg, and all
Speaker 1: of you in Atlantia. Talk to you in two weeks.
Speaker 1: Full disclosure. Our opinions are our own.