WEBVTT - Bloomberg Money: Credit Card Indicators and Golf's Changing Fanbase 

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<v Speaker 1>Bloomberg Audio Studios, Podcasts, radio news, Bloomberg Money.

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<v Speaker 2>This is the Bloomberg Money Podcast. I'm Tom Keen with

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<v Speaker 2>Scarlet Foo. Join us each week for a smart look

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<v Speaker 2>if the force is shaping your financial life. On personal finance,

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<v Speaker 2>on retirement and wealth management. We will explore how people

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<v Speaker 2>are earning, investing, and building wealth. We are live Fridays

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<v Speaker 2>at noon Eastern on Bloomberg Television. Subscribe to the podcast

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<v Speaker 2>wherever you listen, and is always on the Bloomberg Terminal

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<v Speaker 2>and the Bloomberg Business app. Got a great set of

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<v Speaker 2>Bloomberg people to be with us, David Girls just won't

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<v Speaker 2>go away Bloomberg this weekend on Friday.

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<v Speaker 3>Ramping up to the show.

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<v Speaker 4>You have a key guest this week, Yes, maybe one

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<v Speaker 4>from Michigan.

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<v Speaker 3>I'm going to tease that.

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<v Speaker 2>Okay, a moment Jess a song with us. Thank you

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<v Speaker 2>so much for joining and nice to have you here.

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<v Speaker 2>Got lots to talk about at the start of the

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<v Speaker 2>show right now, But how did you affect mister Hassett

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<v Speaker 2>here you were talking about socialism and the New Democratic

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<v Speaker 2>Party broll.

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<v Speaker 5>We're talking about some inconsistencies maybe in the Republicans language.

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<v Speaker 5>They have talked about the communist socialist Democrats and asked

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<v Speaker 5>him what a socialist was, and he said, the government

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<v Speaker 5>owns the means of production. And then I pointed out

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<v Speaker 5>that the Trump administration has been taking stakes in a

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<v Speaker 5>lot of American companies.

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<v Speaker 3>John Edwards years ago was.

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<v Speaker 2>Old school and what I saw today was a too

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<v Speaker 2>America's job atcon. I mean, have you ever seen it,

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<v Speaker 2>Mike McKee, this split apart as we all struggle to retirement.

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<v Speaker 5>I don't think it was too split apart this time.

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<v Speaker 5>It was a lot of stuff under the hood that

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<v Speaker 5>you have to kind of thread together to make a

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<v Speaker 5>story out of it. Now, we did lose twenty three

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<v Speaker 5>thousand jobs, but fifty thousand of those were local education

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<v Speaker 5>teachers and education workers, and a lot of that maybe

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<v Speaker 5>just a seasonal difference of when people were taking off payrolls,

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<v Speaker 5>because they usually come off May in June, and so

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<v Speaker 5>that'll go away in the next month. And then the

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<v Speaker 5>question is where's the rest of the job. We lost

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<v Speaker 5>nineteen thousand retail jobs, but the rest of it was

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<v Speaker 5>all just kind of lower hiring. Social services and education

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<v Speaker 5>and health has been the big job creator, and we've

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<v Speaker 5>been usually getting thirty forty fifty thousand a month in

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<v Speaker 5>that category only got twenty two thousand, So hiring slowed down,

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<v Speaker 5>but we had a four point one percent unemployment rate

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<v Speaker 5>because a lot of people left the labor force. Labor

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<v Speaker 5>force was a lot smaller again the second month. And

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<v Speaker 5>what that's telling you is that the President's deportation plans

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<v Speaker 5>are working. The baby boomers, except for Tom, are still

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<v Speaker 5>are retiring now.

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<v Speaker 1>And I think, what's behind his shoulder?

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<v Speaker 3>Last time on the show for him? Save the show

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<v Speaker 3>right now, young one.

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<v Speaker 6>So the job's report took off the front page at

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<v Speaker 6>least for this warning. But when it comes to inflation,

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<v Speaker 6>still not oil prices, David and consumers have the Iron

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<v Speaker 6>War fatigue. Every headline on military strikes or talks causes

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<v Speaker 6>huge swings and oil prices and gas prices. This is

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<v Speaker 6>really difficult to know where things stand. I think even

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<v Speaker 6>the President has Iron War fatigue.

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<v Speaker 3>I think that's true.

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<v Speaker 4>I mean, he's been talking about the prospects of a deal,

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<v Speaker 4>but it's one that's been negotiated between the Iranians and

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<v Speaker 4>Theomani's and a very circumscribed one that doesn't involve, certainly

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<v Speaker 4>the nuclear program or anything like that interesting to see

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<v Speaker 4>the way in which the President, if not talking about

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<v Speaker 4>the Iron War, isn't pivoting to talking about the economy,

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<v Speaker 4>although we do know from recent reporting from Bloomberg and

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<v Speaker 4>other outlets he's calling up Kevin Warresh, calling up the

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<v Speaker 4>FED chair more frequently now to talk about the economy.

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<v Speaker 4>Spit all his ideas and where things are here about

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<v Speaker 4>mister Warsh's impressions of the data.

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<v Speaker 7>So clearly cognizant of where things.

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<v Speaker 4>Are, but that's not manifesting the way that he's talking

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<v Speaker 4>about on the campaign is.

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<v Speaker 2>An odd David that we're ignoring affordability, standard of living,

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<v Speaker 2>paycheck to paycheck right now, it seems like nobody's talking

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<v Speaker 2>about it.

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<v Speaker 4>I wouldn't paint that with the broad brush, but I'd

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<v Speaker 4>go back to the White House. And it is something

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<v Speaker 4>that I think President Trump's advisors desperately wanted to talk

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<v Speaker 4>about more of the advances that he's made, and you

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<v Speaker 4>saw him go to Las Vegas this week to talk

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<v Speaker 4>once again about no taxes on tips, which was such

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<v Speaker 4>a rally and cride during the campaign. But it is

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<v Speaker 4>not something that he is either fond of talking about

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<v Speaker 4>or able to talk about or able to stay focused

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<v Speaker 4>on when he's on the campaign trail. So I think

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<v Speaker 4>that is laid bare for so many people. You mentioned

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<v Speaker 4>oil prices. Gas price is incredibly expensive. I think there's

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<v Speaker 4>an awareness of the fact that is the case here

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<v Speaker 4>across this country. But it is certainly to your point,

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<v Speaker 4>certainly not in the Republican zeitgeist, the president zeitgeist. You

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<v Speaker 4>look at the election that we had in Michigan this week,

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<v Speaker 4>it really was an animating issue.

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<v Speaker 3>And even when you see kind of.

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<v Speaker 4>Invective put on the candidate who won on abdulahs a Ed,

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<v Speaker 4>he pivots very quickly to talk about affordability in healthcare

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<v Speaker 4>and other matters.

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<v Speaker 6>So it's because of this that investors kind of take

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<v Speaker 6>matters into their own hands. And Sajah, you've written a

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<v Speaker 6>story about how artificial intelligence is helping retail investors become

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<v Speaker 6>kind of DIY hedge fund managers. They're using this technology

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<v Speaker 6>to build programs huge returns in the stock market because

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<v Speaker 6>this is what they see as their path forward.

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<v Speaker 3>Exactly.

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<v Speaker 8>If you think about kind of the progression of retail trading,

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<v Speaker 8>this is almost like zero commission two point zero, So

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<v Speaker 8>five ten years ago when Robinhood kind of spearheaded this

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<v Speaker 8>zero commission period, and then during the pandemic we saw

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<v Speaker 8>like game stop and mean stock trading, and now it's

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<v Speaker 8>almost the next chapter for retail trading, especially with artificial intelligence.

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<v Speaker 8>These folks that we talked to, they don't just ask

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<v Speaker 8>AI like what stocks to buy, They're asking them to

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<v Speaker 8>help build code, build a model, very sophisticate a model

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<v Speaker 8>to help them identify strategies and even generate trading calls.

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<v Speaker 6>Okay, so on the one hand, this empowers individual investors,

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<v Speaker 6>but on the other hand, everyone is using these AI

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<v Speaker 6>models which kind of look through the same data, and

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<v Speaker 6>they use similar models, and I would imagine spit out

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<v Speaker 6>similar outcomes. Doesn't this create you know, concentration risk where

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<v Speaker 6>people piloted the same positions for sure.

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<v Speaker 8>If they're using the same AI models and generating similar calls,

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<v Speaker 8>that could really amplify the market swings.

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<v Speaker 3>Those are calls. Does AI tell you when to get out?

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<v Speaker 7>It does too.

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<v Speaker 8>Some people have set up, for instance, ten percent stop

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<v Speaker 8>losses so that you can do that.

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<v Speaker 3>We didn't need AI.

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<v Speaker 8>But if you're treating at a high frequency during the day,

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<v Speaker 8>when you're at your day job or when you're having

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<v Speaker 8>lunch with friends or even when you're sleeping. These AIS

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<v Speaker 8>can actually execute or automate your strategies for you.

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<v Speaker 6>I want to bring back to jobs for a moment here,

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<v Speaker 6>Mike McKee, do we see any evidence of AI the

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<v Speaker 6>kind of stuff that Sidja was talking about taking away

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<v Speaker 6>jobs so farward? Is it still too early to look

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<v Speaker 6>for that?

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<v Speaker 7>Too early to look for that.

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<v Speaker 5>But we did see evidence at AI as adding jobs

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<v Speaker 5>because there were twenty two thousand construction jobs added, and

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<v Speaker 5>about nineteen thousand of those were in areas adjacent to

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<v Speaker 5>building AI, data centers, non residential construction, specialty contractors and

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<v Speaker 5>things like that. And then you had another four to

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<v Speaker 5>six thousand jobs in com and semiconductor manufacturing. So those

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<v Speaker 5>were some of the positive areas in this job's report

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<v Speaker 5>and they're definitely linked to AI. But too early to say, well,

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<v Speaker 5>I didn't look at the actually jobs for stockbrokers, but

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<v Speaker 5>too early to say that AI is having a big

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<v Speaker 5>effect on them.

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<v Speaker 3>Rest secs just keep it going this weekend.

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<v Speaker 7>Every day. I say they can't keep this up and up,

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<v Speaker 7>but they do.

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<v Speaker 3>They do.

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<v Speaker 5>It reminds me of Butch Cassidy and the Sundance kid

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<v Speaker 5>when they're looking back at the Pinkerton Detectives saying, who

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<v Speaker 5>are these guys?

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<v Speaker 2>We do it's amazing to see. It's gonna just has

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<v Speaker 2>been a joy, joy, joy of the summer. Bloomberg on

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<v Speaker 2>a well, Bloomberg Money on a Friday, And I'll tell

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<v Speaker 2>you it's hot out there?

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<v Speaker 3>Is it ninety today? It feels like yesterday was Boomer?

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<v Speaker 6>I know it's I mean, this is these are the

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<v Speaker 6>dog days and August.

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<v Speaker 3>It's truly the dog days of August.

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<v Speaker 2>And we're going to try to do Is there some

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<v Speaker 2>good conversation here about personal finance, about retirement and about

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<v Speaker 2>you know, everything out there in Wells Man.

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<v Speaker 3>Here's what you need to know.

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<v Speaker 2>Meredith Whitney knows it's about baseball. In baseball, you go

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<v Speaker 2>up to the plate and two thirds of the time

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<v Speaker 2>you go back to the dugout. She has enjoyed over

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<v Speaker 2>the years a few times of putting the ball in

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<v Speaker 2>play definitive and finance in banking. She still Meredith Whitney's

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<v Speaker 2>advisory group today.

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<v Speaker 3>What was it like the acclaim you had I'm going

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<v Speaker 3>to call it fifteen or twenty years ago.

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<v Speaker 2>How did you handle just the day to day the

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<v Speaker 2>boom of Meredith Whitney, municipal finance and banking.

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<v Speaker 3>How do you handle it day to day?

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<v Speaker 9>It was really awkward because you know, my world had

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<v Speaker 9>been really small, covering banks and financials, and I loved it.

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<v Speaker 9>So people within the industry knew who I was and

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<v Speaker 9>I had great relationships, and then all of a sudden,

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<v Speaker 9>there was so much more attention focused on me, and

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<v Speaker 9>it's very it's uncomfortable. I wasn't used to it. I

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<v Speaker 9>can't imagine how you guys are get used to it.

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<v Speaker 2>You know it was but you comfortly decided what you

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<v Speaker 2>and Sally Crawchuk were path breaking on, which is actually

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<v Speaker 2>doing securities analysis. And then it got so much bigger

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<v Speaker 2>than that. Let's show one of the huge Meredith Whitney's successes.

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<v Speaker 2>You got to play, You got to put the ball

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<v Speaker 2>in play, and then you have to have the courage

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<v Speaker 2>to hold on.

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<v Speaker 3>I was in a meeting with Meredith ages ago.

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<v Speaker 2>I could barely shave at the time, and you know,

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<v Speaker 2>there we were and she says, this company, Visa, it'll

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<v Speaker 2>work out. When did you sell Visa? When did you

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<v Speaker 2>get out? How did you not sell Visa?

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<v Speaker 9>I mean, it's just been you know, back then it

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<v Speaker 9>was just you know, cash to credit. There was this

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<v Speaker 9>huge tailwind to it. And also it was like I

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<v Speaker 9>call it a da mutualization from the from the bank,

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<v Speaker 9>so it was it was a straight arrow.

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<v Speaker 10>It was one of the easier ones.

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<v Speaker 9>And I call it the og of fintech because it

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<v Speaker 9>was really one of the first FinTechs. Now, after the

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<v Speaker 9>Financial crisis, the FinTechs became a real thing and dissarn

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<v Speaker 9>intermediate a lot of the things that the banks weren't

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<v Speaker 9>only to do because they had PTSD from the financial crisis.

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<v Speaker 6>You say, Visa, I think about credit cards, and I know, Meredith,

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<v Speaker 6>you track consumer credit as a way to gauge the

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<v Speaker 6>health of consumer spending and therefore the broader economy. Your

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<v Speaker 6>view is that it's become increasingly more valuable because of

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<v Speaker 6>the way that people use credit cards. They're visas now

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<v Speaker 6>as opposed to five or ten years ago.

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<v Speaker 1>What does that look like.

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<v Speaker 9>Well, what's happened is post financial crisis, the banks pulled

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<v Speaker 9>back dramatically from near prime and subprime, so they had

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<v Speaker 9>all sorts of exposure. Wells was a big subprime lender,

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<v Speaker 9>and so all of that has moved into the shadow

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<v Speaker 9>banking s. It's maybe companies like that, we're famously subprime,

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<v Speaker 9>like Capital One has pulled way back and has focused

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<v Speaker 9>on prime. So instead of revolving balances, people are spending

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<v Speaker 9>and paying back monthly. Now the balances don't reflect that

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<v Speaker 9>they grow, but they're growing at the place of inflation.

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<v Speaker 9>And so what I look at is being a very

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<v Speaker 9>good guide for where inflation is. Gas prices peaked in

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<v Speaker 9>like mid early early May. Credit card spending had already

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<v Speaker 9>peaked in early April, so and you've seen credit card

0:11:14.280 --> 0:11:16.599
<v Speaker 9>spending deccelerate from that time. And so these are just

0:11:16.640 --> 0:11:21.680
<v Speaker 9>people spending, absorbing the higher prices and then just spending accordingly.

0:11:21.800 --> 0:11:24.000
<v Speaker 9>So I think I think the FED should look at

0:11:24.000 --> 0:11:25.960
<v Speaker 9>their own data. This is data that comes out weekly,

0:11:26.000 --> 0:11:28.840
<v Speaker 9>so you can see credit card balances and it's really helpful.

0:11:28.960 --> 0:11:32.200
<v Speaker 9>So I think I think inflation is in a real mirror.

0:11:32.480 --> 0:11:34.720
<v Speaker 6>So it's like a charge card as opposed to a

0:11:34.760 --> 0:11:36.680
<v Speaker 6>credit card that you pay the ballance off of.

0:11:36.920 --> 0:11:40.160
<v Speaker 10>That's exactly right, the charge plate right yourself.

0:11:40.200 --> 0:11:42.360
<v Speaker 6>But that's also why all these big banks are chasing

0:11:42.360 --> 0:11:44.560
<v Speaker 6>the higher income consumer. Everyone's coming out with their own

0:11:44.559 --> 0:11:47.640
<v Speaker 6>premium credit card because the fees are so lucrative. I mean,

0:11:47.679 --> 0:11:50.800
<v Speaker 6>there's an underserved population here of people who actually need

0:11:50.960 --> 0:11:52.640
<v Speaker 6>credit cards but can't actually get it.

0:11:52.640 --> 0:11:54.320
<v Speaker 9>Can't get it, and so what they're doing is they're

0:11:54.320 --> 0:11:58.719
<v Speaker 9>going outside of the banking system, which means it's incredibly expensive.

0:11:59.360 --> 0:12:01.800
<v Speaker 9>I say that people aren't living paycheck to paycheck, but

0:12:01.840 --> 0:12:05.680
<v Speaker 9>payday to payday. So the fastest growing industry within fintech

0:12:05.679 --> 0:12:09.880
<v Speaker 9>and financial services is advanced wage pay. So if you've

0:12:09.880 --> 0:12:14.880
<v Speaker 9>worked two days, you can access for a fee, your

0:12:14.920 --> 0:12:17.840
<v Speaker 9>wages for those two days. And what happens is people

0:12:17.880 --> 0:12:22.320
<v Speaker 9>are using this service multiple times. Now, it was Dave

0:12:22.520 --> 0:12:25.400
<v Speaker 9>and Chime that reported yesterday that was their fastest growing product.

0:12:25.640 --> 0:12:28.200
<v Speaker 9>And so while on a two week basis it looks

0:12:28.200 --> 0:12:30.680
<v Speaker 9>like a six and a half percent interest rate, but

0:12:30.840 --> 0:12:32.440
<v Speaker 9>annualized that's over one.

0:12:32.360 --> 0:12:33.280
<v Speaker 10>Hundred and sixty percent.

0:12:33.320 --> 0:12:36.800
<v Speaker 9>People aren't using this product one time, they're using multiple It.

0:12:36.760 --> 0:12:39.160
<v Speaker 2>Harkens back to our grandparents. It feels like it's almost,

0:12:39.240 --> 0:12:42.520
<v Speaker 2>you know, depression kind of. It's not about fancy personal

0:12:42.600 --> 0:12:45.400
<v Speaker 2>finance and retirement. It's about a tough time out there.

0:12:45.440 --> 0:12:46.960
<v Speaker 2>We're trying to get to the next paycheck.

0:12:47.000 --> 0:12:47.800
<v Speaker 10>That's exactly right.

0:12:47.880 --> 0:12:52.680
<v Speaker 9>So there was a study done in February that two

0:12:52.880 --> 0:12:57.559
<v Speaker 9>thirds of people working are living paycheck to paycheck and

0:12:57.640 --> 0:13:03.480
<v Speaker 9>a quarter of of labor ports participants are struggling to

0:13:03.559 --> 0:13:05.560
<v Speaker 9>pay their bills. And so what they're doing is they're

0:13:05.600 --> 0:13:10.040
<v Speaker 9>going to pawn shops, they're doing payday earned wage access

0:13:10.480 --> 0:13:15.680
<v Speaker 9>borrowing and there, or they're tapping into for the subprime

0:13:15.760 --> 0:13:18.600
<v Speaker 9>in near prime. They can't even get home equity loans.

0:13:18.720 --> 0:13:20.960
<v Speaker 9>So this is a fright a feast.

0:13:21.160 --> 0:13:23.320
<v Speaker 2>Well, this is the courage yet over decades, you know,

0:13:23.440 --> 0:13:25.800
<v Speaker 2>talking about the two Americas out there help me out

0:13:25.800 --> 0:13:28.920
<v Speaker 2>as a stereotype of James Diamond of a small bank

0:13:29.000 --> 0:13:33.280
<v Speaker 2>on Park Avenue and buy now and pay later. I

0:13:33.280 --> 0:13:35.839
<v Speaker 2>mean to me, it's almost a revolution where the kids

0:13:35.880 --> 0:13:38.280
<v Speaker 2>aren't using the charge cards like they used to in

0:13:38.280 --> 0:13:41.560
<v Speaker 2>our personal finance. Does affirm in those kind of companies,

0:13:41.600 --> 0:13:42.080
<v Speaker 2>do they win?

0:13:42.760 --> 0:13:45.880
<v Speaker 9>I think the buy now, pay later replace the credit card.

0:13:45.920 --> 0:13:48.120
<v Speaker 9>And what I never saw coming was the fact that

0:13:48.160 --> 0:13:51.480
<v Speaker 9>the merchants are paying the fees right there, you know,

0:13:51.520 --> 0:13:54.560
<v Speaker 9>they're paying a firm, they're paying and so what happened

0:13:54.600 --> 0:13:57.439
<v Speaker 9>in twenty ten, and not to get to technical, but the.

0:13:57.400 --> 0:14:00.120
<v Speaker 3>Card at Friday, don't get technical.

0:14:00.720 --> 0:14:03.559
<v Speaker 9>When we were in college, we got solicited by every

0:14:03.559 --> 0:14:06.000
<v Speaker 9>credit card out there. When we graduated, we had credit

0:14:06.000 --> 0:14:09.880
<v Speaker 9>card debt. In twenty ten that changed, So unless you've

0:14:09.920 --> 0:14:12.080
<v Speaker 9>got a co signed by your parent, if you were

0:14:12.160 --> 0:14:13.000
<v Speaker 9>under twenty one.

0:14:12.840 --> 0:14:13.960
<v Speaker 10>You couldn't get a credit card.

0:14:14.120 --> 0:14:18.199
<v Speaker 9>So this generation of Gen Z and younger millennials aren't

0:14:18.280 --> 0:14:22.800
<v Speaker 9>used to revolving credit, so they're they're actually buy now,

0:14:22.840 --> 0:14:25.240
<v Speaker 9>pay later is more appealing to them, even though sometimes

0:14:25.280 --> 0:14:25.920
<v Speaker 9>it's the same thing.

0:14:26.000 --> 0:14:27.800
<v Speaker 6>How do they set up a credit history? Then if

0:14:27.800 --> 0:14:31.240
<v Speaker 6>they eventually when they want to start becoming consumers in

0:14:31.240 --> 0:14:33.600
<v Speaker 6>this economy and be able to apply for loans, they

0:14:33.600 --> 0:14:34.920
<v Speaker 6>don't have a credit history.

0:14:34.640 --> 0:14:36.960
<v Speaker 9>Though, that's exactly that's exactly right, because you're not even

0:14:36.960 --> 0:14:38.960
<v Speaker 9>if they're even if it's a high end high earners

0:14:39.040 --> 0:14:41.840
<v Speaker 9>and they're taking American Express, they're paying down their balance,

0:14:41.880 --> 0:14:43.760
<v Speaker 9>so you're exactly right, it's going to be harder for

0:14:43.800 --> 0:14:44.400
<v Speaker 9>them to get a PRESD.

0:14:44.600 --> 0:14:45.880
<v Speaker 2>I think of you and the Klan. I'm going to

0:14:45.880 --> 0:14:47.680
<v Speaker 2>pick on Mike Mayo. We all love to pick on

0:14:47.760 --> 0:14:50.800
<v Speaker 2>Mike Mayo. Great analysts out there, you people said they

0:14:50.880 --> 0:14:53.600
<v Speaker 2>get through the Great Financial Crisis and think we should

0:14:53.640 --> 0:14:56.360
<v Speaker 2>own the banks as part of our retirement. Give us

0:14:56.360 --> 0:14:58.920
<v Speaker 2>an update now on where you think in the next

0:14:59.000 --> 0:15:02.240
<v Speaker 2>ten years those successful investments, where do they go.

0:15:02.400 --> 0:15:05.800
<v Speaker 9>Well, it used to be the case that the banks

0:15:05.800 --> 0:15:09.040
<v Speaker 9>paid rich dividends. That hasn't been the case. So banks

0:15:09.080 --> 0:15:12.520
<v Speaker 9>have been buying back shares at really high valuations, which

0:15:12.560 --> 0:15:15.160
<v Speaker 9>is not a creative for the banks. And they've been

0:15:15.400 --> 0:15:19.480
<v Speaker 9>reticent to raise dividends because they don't know how long

0:15:19.600 --> 0:15:23.640
<v Speaker 9>this you know, this great earning, you know bonanza that

0:15:23.680 --> 0:15:25.960
<v Speaker 9>the banks are in is going to last. So I

0:15:26.000 --> 0:15:30.400
<v Speaker 9>think they're better vehicles to buy outside of the banks

0:15:30.440 --> 0:15:34.600
<v Speaker 9>that have rich, rich dividend yields. In retirement, you can

0:15:34.680 --> 0:15:38.400
<v Speaker 9>have both rich equities that i've rich dividen yields.

0:15:39.000 --> 0:15:40.360
<v Speaker 10>Bonds are less certain.

0:15:40.400 --> 0:15:44.080
<v Speaker 9>The sixty forty portfolio hasn't been, you know, a great

0:15:44.120 --> 0:15:45.080
<v Speaker 9>performer the last year.

0:15:45.120 --> 0:15:48.120
<v Speaker 10>But I think banks, you know, Jamie.

0:15:48.360 --> 0:15:52.640
<v Speaker 9>Sorry, JP Morgan is an absolute outlier. I mean, they've

0:15:52.680 --> 0:15:56.080
<v Speaker 9>had since two thousand and ten, they've just been a

0:15:56.160 --> 0:15:59.320
<v Speaker 9>juggernaut and that's been a great stock. But they bought

0:15:59.440 --> 0:16:02.200
<v Speaker 9>back the most amount of shares of any of the banks.

0:16:02.400 --> 0:16:04.880
<v Speaker 6>Twenty years ago. Banks were what tech was in terms

0:16:04.880 --> 0:16:07.000
<v Speaker 6>of concentration in the market. I mean, they were the

0:16:07.120 --> 0:16:09.840
<v Speaker 6>giants and then now it's all tech firms and banks

0:16:09.840 --> 0:16:11.440
<v Speaker 6>are kind of like, you know, middle of the road.

0:16:11.480 --> 0:16:14.200
<v Speaker 3>Can you see Meredith and the golf course. It'd be

0:16:14.240 --> 0:16:14.960
<v Speaker 3>like a terror.

0:16:16.640 --> 0:16:19.160
<v Speaker 6>You've made some big calls on banks on munis in

0:16:19.160 --> 0:16:21.920
<v Speaker 6>your career on Wall Street. What's your personal approach to

0:16:21.960 --> 0:16:22.960
<v Speaker 6>investing these days.

0:16:23.120 --> 0:16:25.760
<v Speaker 9>I've always been thematic with my part I didn't own

0:16:25.760 --> 0:16:30.400
<v Speaker 9>the banks back then, thank goodness, because I was covering

0:16:30.400 --> 0:16:31.520
<v Speaker 9>them and I just felt.

0:16:31.360 --> 0:16:32.640
<v Speaker 10>There was always a conflict of interest.

0:16:32.800 --> 0:16:37.440
<v Speaker 9>But I always take long term thematic approaches to my investing.

0:16:38.360 --> 0:16:41.520
<v Speaker 9>So I'll give you a couple of examples, you know,

0:16:41.520 --> 0:16:45.280
<v Speaker 9>the winners and the losers. With the Housing bill, the

0:16:45.280 --> 0:16:49.680
<v Speaker 9>affordable Housing twenty first century road to Housing. I bought Sky,

0:16:49.760 --> 0:16:53.600
<v Speaker 9>which is Champion Homes, which is a manufactured home builder,

0:16:54.280 --> 0:16:57.840
<v Speaker 9>and the idea is that they repealed a chassis law,

0:17:00.160 --> 0:17:04.639
<v Speaker 9>things would change, that production would increase dramatically, And manufacturer

0:17:04.640 --> 0:17:09.040
<v Speaker 9>homes are really nice. They're not the manufactured homes of yesteryear.

0:17:09.720 --> 0:17:14.000
<v Speaker 9>So by that I've done, I do front some some

0:17:14.040 --> 0:17:16.760
<v Speaker 9>frontier investing in terms of with.

0:17:16.960 --> 0:17:21.760
<v Speaker 10>Uh uh uh uh.

0:17:20.359 --> 0:17:22.119
<v Speaker 1>Certain markets, geographical market.

0:17:21.920 --> 0:17:25.320
<v Speaker 9>To me well, with a lot of the stands which

0:17:25.440 --> 0:17:30.040
<v Speaker 9>have very rich, rare earth minerals, so that a lot

0:17:30.040 --> 0:17:34.680
<v Speaker 9>of that is going sees uh private to public companies

0:17:35.160 --> 0:17:37.920
<v Speaker 9>know that sort of esoteric ic, but those have been

0:17:37.920 --> 0:17:41.200
<v Speaker 9>good plays and they're emerging will be bigger plays, all.

0:17:41.160 --> 0:17:42.440
<v Speaker 1>Right, So a commodity play there.

0:17:42.720 --> 0:17:44.320
<v Speaker 6>And then from Meredith Whitney, thank you so much for

0:17:44.359 --> 0:17:46.560
<v Speaker 6>joining us, by the way, you really appreciate. Meredith Whitney,

0:17:46.600 --> 0:17:49.680
<v Speaker 6>CEO of Meredith Whitney Advisory Group, coming up a conversation

0:17:49.760 --> 0:17:53.040
<v Speaker 6>with David Kelly with a focus on personal finance, retirement

0:17:53.119 --> 0:18:00.680
<v Speaker 6>and wealth management, disiness Bloomberg Money.

0:18:00.440 --> 0:18:02.919
<v Speaker 2>On a Bloomberg Money on a Friday, And I'll tell

0:18:02.920 --> 0:18:03.760
<v Speaker 2>you it's hot out there.

0:18:03.840 --> 0:18:06.760
<v Speaker 3>Is it ninety today? It feels like yesterday was brutal.

0:18:06.920 --> 0:18:08.639
<v Speaker 1>I know it's I mean, this is these are the

0:18:08.680 --> 0:18:09.480
<v Speaker 1>dog days longest.

0:18:09.520 --> 0:18:11.760
<v Speaker 3>It's truly the dog days of August.

0:18:11.760 --> 0:18:13.080
<v Speaker 2>And we're going to try to do is there some

0:18:13.160 --> 0:18:17.919
<v Speaker 2>good conversation here about personal finance, about retirement and about

0:18:18.720 --> 0:18:20.920
<v Speaker 2>you know, everything out there in Wilson Management.

0:18:21.160 --> 0:18:22.159
<v Speaker 3>Here's what you need to know.

0:18:22.720 --> 0:18:26.679
<v Speaker 2>Meredith Whitney knows it's about baseball. In baseball, you go

0:18:26.760 --> 0:18:28.960
<v Speaker 2>up to the plate and two thirds of the.

0:18:28.880 --> 0:18:31.120
<v Speaker 3>Time you go back to the dugout.

0:18:31.520 --> 0:18:33.600
<v Speaker 2>She has enjoyed over the years a few times of

0:18:33.680 --> 0:18:37.280
<v Speaker 2>putting the ball in play definitive and finance in banking.

0:18:37.600 --> 0:18:40.440
<v Speaker 2>She'sill Meredith Whitney's advisory group today.

0:18:40.640 --> 0:18:44.479
<v Speaker 3>What was it like the acclaim you had I'm going

0:18:44.520 --> 0:18:46.440
<v Speaker 3>to call it fifteen or twenty years ago.

0:18:46.720 --> 0:18:50.080
<v Speaker 2>How did you handle just the day to day the

0:18:50.359 --> 0:18:54.360
<v Speaker 2>boom of Meredith Whitney, municipal finance and banking.

0:18:54.359 --> 0:18:55.720
<v Speaker 3>How do you handle it day to day?

0:18:55.920 --> 0:18:58.720
<v Speaker 9>It was really awkward because you know, my world had

0:18:58.760 --> 0:19:03.000
<v Speaker 9>been really small, covering banks and financials, and I loved it.

0:19:03.080 --> 0:19:05.399
<v Speaker 9>So people within the industry knew who I was and

0:19:05.400 --> 0:19:07.480
<v Speaker 9>I had great relationships, and then all of a sudden,

0:19:07.520 --> 0:19:10.280
<v Speaker 9>there was so much more attention focused on me, and

0:19:10.320 --> 0:19:14.520
<v Speaker 9>it's very it's it's uncomfortable. I wasn't used to it.

0:19:14.520 --> 0:19:18.880
<v Speaker 9>I can't imagine how you guys get used to it.

0:19:19.000 --> 0:19:22.280
<v Speaker 2>You know, it was it was comfortly decided what you

0:19:22.359 --> 0:19:25.720
<v Speaker 2>and Sally Crawchuk were path breaking on, which is actually

0:19:25.760 --> 0:19:28.960
<v Speaker 2>doing securities analysis, and then it got so much bigger

0:19:28.960 --> 0:19:32.040
<v Speaker 2>than that. Let's show one of the huge Meredith Whitney's successes.

0:19:32.240 --> 0:19:34.040
<v Speaker 2>You got to play, You got to put the ball

0:19:34.080 --> 0:19:36.520
<v Speaker 2>in play, and then you have to have the courage

0:19:36.800 --> 0:19:39.080
<v Speaker 2>to hold on. I was in a meeting with Meredith

0:19:39.359 --> 0:19:41.800
<v Speaker 2>ages ago. I could barely shave at the time, and

0:19:42.000 --> 0:19:44.520
<v Speaker 2>you know, there we were and she says, this company, Visa,

0:19:44.640 --> 0:19:48.160
<v Speaker 2>it'll work out. When did you sell Visa? When did

0:19:48.200 --> 0:19:50.639
<v Speaker 2>you get out? How did you not sell Visa?

0:19:51.640 --> 0:19:54.680
<v Speaker 9>I mean, it's just been you know, back then it

0:19:54.840 --> 0:19:57.280
<v Speaker 9>was just you know, cash to credit. There was this

0:19:57.400 --> 0:20:01.560
<v Speaker 9>huge tailwind to it. And also it was like I

0:20:01.600 --> 0:20:04.800
<v Speaker 9>call it a DTA mutualization from the bank, so it

0:20:05.000 --> 0:20:06.360
<v Speaker 9>was a straight arrow.

0:20:06.400 --> 0:20:07.919
<v Speaker 10>It was one of the easier ones. And I call

0:20:07.960 --> 0:20:09.119
<v Speaker 10>it the OG.

0:20:09.080 --> 0:20:12.840
<v Speaker 9>Of fintech because it was really one of the first FinTechs. Now,

0:20:12.840 --> 0:20:16.280
<v Speaker 9>after the financial crisis, the FinTechs became a real thing,

0:20:17.080 --> 0:20:20.040
<v Speaker 9>and dissarn intermediated a lot of the things that banks

0:20:20.240 --> 0:20:22.800
<v Speaker 9>weren't willing to do because they had PTSD from the

0:20:22.840 --> 0:20:23.800
<v Speaker 9>financial crisis.

0:20:24.520 --> 0:20:27.440
<v Speaker 6>You say Visa, I think about credit cards, and I know, Meredith,

0:20:27.520 --> 0:20:30.320
<v Speaker 6>you track consumer credit as a way to gauge the

0:20:30.320 --> 0:20:34.239
<v Speaker 6>health of consumer spending and therefore the broader economy. Your

0:20:34.359 --> 0:20:37.959
<v Speaker 6>view is that it's become increasingly more valuable because of

0:20:38.000 --> 0:20:40.880
<v Speaker 6>the way that people use credit cards. They're visas now

0:20:40.920 --> 0:20:42.360
<v Speaker 6>as opposed to five or ten years ago.

0:20:42.400 --> 0:20:45.240
<v Speaker 9>What does that look like, Well, what's happened is post

0:20:45.440 --> 0:20:49.280
<v Speaker 9>financial crisis, the banks pulled back dramatically from near prime

0:20:49.359 --> 0:20:52.320
<v Speaker 9>and subprime, so they had all sorts of exposure. Wells

0:20:52.400 --> 0:20:56.280
<v Speaker 9>was a big subprime lender, and so all of that

0:20:56.320 --> 0:20:59.440
<v Speaker 9>has moved into the shadow banking s. It's maybe companies

0:20:59.480 --> 0:21:02.600
<v Speaker 9>like that were we're famously subprime, like Capital One, has

0:21:02.640 --> 0:21:05.800
<v Speaker 9>pulled way back and has focused on prime. So instead

0:21:05.800 --> 0:21:09.600
<v Speaker 9>of revolving balances, people are spending and paying back monthly.

0:21:09.720 --> 0:21:13.520
<v Speaker 9>Now the balances don't reflect that they grow, but they're

0:21:13.520 --> 0:21:16.040
<v Speaker 9>growing at the place of inflation. And so what I

0:21:16.080 --> 0:21:19.120
<v Speaker 9>look at is being a very good guide for where

0:21:19.160 --> 0:21:27.960
<v Speaker 9>inflation is. And when gas prices peaked in like mid

0:21:28.080 --> 0:21:32.480
<v Speaker 9>early early May, credit card spending had already peaked in

0:21:32.560 --> 0:21:35.680
<v Speaker 9>early April, so and you've seen credit card spending accelerate

0:21:35.800 --> 0:21:37.920
<v Speaker 9>from that time. And so these are just people spending,

0:21:38.000 --> 0:21:42.439
<v Speaker 9>absorbing the higher prices and then just spending accordingly. So

0:21:42.640 --> 0:21:44.639
<v Speaker 9>I think I think the FED should look at their

0:21:44.640 --> 0:21:46.639
<v Speaker 9>own data. This is data that comes out weekly, so

0:21:46.680 --> 0:21:49.400
<v Speaker 9>you can see credit card balances and it's really helpful.

0:21:49.520 --> 0:21:52.800
<v Speaker 10>So I think I think inflation is in a real mirror.

0:21:53.040 --> 0:21:55.280
<v Speaker 6>So it's like a charge card as opposed to a

0:21:55.320 --> 0:21:57.240
<v Speaker 6>credit card that you pay the balance off of.

0:21:57.480 --> 0:22:00.719
<v Speaker 10>That's exactly right, the charge plate yourself.

0:22:00.760 --> 0:22:01.800
<v Speaker 1>But that's also why.

0:22:01.680 --> 0:22:04.000
<v Speaker 6>All these big banks are chasing the higher income consumer.

0:22:04.080 --> 0:22:06.399
<v Speaker 6>Everyone's coming out with their own premium credit card because

0:22:06.400 --> 0:22:09.400
<v Speaker 6>the fees are so lucrative. I mean, there's an underserved

0:22:09.440 --> 0:22:12.240
<v Speaker 6>population here of people who actually need credit cards but

0:22:12.440 --> 0:22:13.199
<v Speaker 6>can't actually get it.

0:22:13.200 --> 0:22:14.880
<v Speaker 9>Can't get it, and so what they're doing is they're

0:22:14.880 --> 0:22:19.280
<v Speaker 9>going outside of the banking system, which means it's incredibly expensive.

0:22:19.920 --> 0:22:22.359
<v Speaker 9>I say that people aren't living paycheck to paycheck, but

0:22:22.440 --> 0:22:26.240
<v Speaker 9>payday to payday. So the fastest growing industry within fintech

0:22:26.240 --> 0:22:27.800
<v Speaker 9>and financial services.

0:22:27.680 --> 0:22:29.520
<v Speaker 10>Is advanced wage pay.

0:22:29.800 --> 0:22:32.919
<v Speaker 9>So if you've worked two days, you can access for

0:22:33.040 --> 0:22:35.919
<v Speaker 9>a fee, your.

0:22:35.480 --> 0:22:36.959
<v Speaker 10>Wages for those two days.

0:22:37.200 --> 0:22:41.000
<v Speaker 9>And what happens is people are using this service multiple times.

0:22:41.240 --> 0:22:41.480
<v Speaker 10>Now.

0:22:42.000 --> 0:22:44.760
<v Speaker 9>It was Dave and Chime that reported yesterday it was

0:22:44.800 --> 0:22:47.800
<v Speaker 9>their fastest growing product. And so while on a two

0:22:47.800 --> 0:22:49.600
<v Speaker 9>week basis, it looks like a six and a half

0:22:49.600 --> 0:22:53.240
<v Speaker 9>percent interest rate, but annualized that's over one hundred and

0:22:53.320 --> 0:22:55.840
<v Speaker 9>sixty percent. People aren't using this product one time, they're

0:22:55.920 --> 0:22:57.520
<v Speaker 9>using it multiple.

0:22:57.160 --> 0:22:59.119
<v Speaker 2>It hard comes back to our grandparents. It feels like

0:22:59.119 --> 0:23:02.280
<v Speaker 2>it's almost you know, depression kind of. It's not about

0:23:02.320 --> 0:23:05.640
<v Speaker 2>fancy personal finance and retirement. It's about a tough time

0:23:05.640 --> 0:23:07.520
<v Speaker 2>out there. We're trying to get to the next paycheck.

0:23:07.560 --> 0:23:08.360
<v Speaker 10>That's exactly right.

0:23:08.440 --> 0:23:13.240
<v Speaker 9>So there was a study done in February that two

0:23:13.440 --> 0:23:18.120
<v Speaker 9>thirds of people working are living paycheck to paycheck and

0:23:18.160 --> 0:23:24.320
<v Speaker 9>a quarter of labor porce participants are struggling to pay

0:23:24.320 --> 0:23:26.320
<v Speaker 9>their bills. And so what they're doing is they're going

0:23:26.320 --> 0:23:31.560
<v Speaker 9>to pawn shops, they're doing payday earned wage access borrowing,

0:23:32.359 --> 0:23:36.960
<v Speaker 9>and or they're tapping into for the subprime in near prime.

0:23:37.000 --> 0:23:40.040
<v Speaker 9>They can't even get home equity loans. So this is

0:23:40.080 --> 0:23:41.520
<v Speaker 9>a fright, a feast.

0:23:41.720 --> 0:23:43.919
<v Speaker 2>Well, this is the courage yet over decades, you know,

0:23:44.000 --> 0:23:46.360
<v Speaker 2>talking about the two Americas out there help me out

0:23:46.359 --> 0:23:49.520
<v Speaker 2>as a stereotype of James Diamond of a small bank

0:23:49.560 --> 0:23:53.840
<v Speaker 2>on Park Avenue, and by now and pay later, I

0:23:53.840 --> 0:23:56.440
<v Speaker 2>mean to me, it's almost a revolution where the kids

0:23:56.440 --> 0:23:58.840
<v Speaker 2>aren't using the charge cards like they used to in

0:23:58.840 --> 0:24:02.560
<v Speaker 2>our personal finance. Does a firm in those kind of companies.

0:24:02.160 --> 0:24:02.640
<v Speaker 3>Do they win?

0:24:03.320 --> 0:24:06.440
<v Speaker 9>I think the buy now, pay later replace the credit card.

0:24:06.480 --> 0:24:08.560
<v Speaker 9>And what what I never saw coming was the fact

0:24:08.600 --> 0:24:12.040
<v Speaker 9>that the merchants are paying the fees right, they're you know,

0:24:12.080 --> 0:24:13.160
<v Speaker 9>they're paying a firm.

0:24:13.160 --> 0:24:13.720
<v Speaker 10>They're paying.

0:24:14.000 --> 0:24:16.280
<v Speaker 9>And so what happened in twenty ten, and not to

0:24:16.280 --> 0:24:18.000
<v Speaker 9>get to technical, but the.

0:24:17.960 --> 0:24:20.200
<v Speaker 3>Card out Friday, don't get technical.

0:24:21.280 --> 0:24:24.119
<v Speaker 9>When we were in college, we got solicited by every

0:24:24.119 --> 0:24:26.560
<v Speaker 9>credit card out there. When we graduated, we had credit

0:24:26.560 --> 0:24:30.359
<v Speaker 9>card debt. In twenty ten that changed so unless you

0:24:30.480 --> 0:24:32.639
<v Speaker 9>got a co signed by your parent, if you were

0:24:32.720 --> 0:24:34.840
<v Speaker 9>under twenty one, you couldn't get a credit card. So

0:24:34.960 --> 0:24:39.080
<v Speaker 9>this generation of Gen Z and younger millennials aren't used

0:24:39.080 --> 0:24:43.520
<v Speaker 9>to revolving credit, so they're they're actually buy now, pay

0:24:43.640 --> 0:24:46.000
<v Speaker 9>later is more appealing to them, even though sometimes it's

0:24:46.040 --> 0:24:46.480
<v Speaker 9>the same thing.

0:24:46.560 --> 0:24:47.920
<v Speaker 1>How do they set up a credit history?

0:24:47.960 --> 0:24:50.880
<v Speaker 6>Then if they eventually when they want to start becoming

0:24:51.000 --> 0:24:54.040
<v Speaker 6>consumers in this economy and be able to apply for loans,

0:24:54.080 --> 0:24:55.200
<v Speaker 6>they don't have a credit history.

0:24:55.200 --> 0:24:57.520
<v Speaker 9>Though that's exactly that's exactly right, because you're not even

0:24:57.520 --> 0:24:59.520
<v Speaker 9>if they're even if it's a high end, high earners

0:24:59.600 --> 0:25:02.400
<v Speaker 9>and they're the American Express. They're paying down their balance,

0:25:02.440 --> 0:25:04.320
<v Speaker 9>so you're exactly right, it's going to be harder for

0:25:04.359 --> 0:25:05.680
<v Speaker 9>them to get a proud I think of you.

0:25:05.640 --> 0:25:07.200
<v Speaker 3>And the Klan. I'm going to pick on Mike Mayo.

0:25:07.280 --> 0:25:08.760
<v Speaker 3>We all love to pick on Mike Mayo.

0:25:08.880 --> 0:25:11.800
<v Speaker 2>Great analysts out there, you people said they get through

0:25:11.800 --> 0:25:14.520
<v Speaker 2>the Great Financial Crisis and think we should own the

0:25:14.520 --> 0:25:17.600
<v Speaker 2>banks as part of our retirement. Give us an update

0:25:17.680 --> 0:25:20.280
<v Speaker 2>now on where you think in the next ten years

0:25:20.640 --> 0:25:22.800
<v Speaker 2>those successful investments, where do they go?

0:25:22.960 --> 0:25:26.360
<v Speaker 9>Well, it used to be the case that the banks

0:25:26.400 --> 0:25:29.600
<v Speaker 9>paid rich dividends. That hasn't been the case. So banks

0:25:29.640 --> 0:25:33.080
<v Speaker 9>have been buying back shares at really high valuations, which

0:25:33.119 --> 0:25:35.240
<v Speaker 9>is not a creative for the for the banks, and

0:25:35.280 --> 0:25:38.800
<v Speaker 9>they've been reticent to raise dividends because they don't know

0:25:38.880 --> 0:25:43.320
<v Speaker 9>how long this you know, this great earning, you know

0:25:43.359 --> 0:25:45.800
<v Speaker 9>bonanza that the banks are in is going to last.

0:25:45.920 --> 0:25:49.720
<v Speaker 9>So I think they're better vehicles to buy outside of

0:25:49.520 --> 0:25:53.800
<v Speaker 9>the banks that have rich, rich dividend yields.

0:25:54.000 --> 0:25:54.720
<v Speaker 10>In retirement.

0:25:54.760 --> 0:25:58.399
<v Speaker 9>You can have both rich equities that I've rich dividen

0:25:58.400 --> 0:25:58.920
<v Speaker 9>in yields.

0:25:59.520 --> 0:26:00.880
<v Speaker 10>Bonds are less.

0:26:00.640 --> 0:26:04.399
<v Speaker 9>Certain the sixty forty portfolio hasn't been, you know, a

0:26:04.440 --> 0:26:07.879
<v Speaker 9>great performer the last year. But I think Banks, you

0:26:07.880 --> 0:26:12.720
<v Speaker 9>know Jamie sorry, JP Morgan is an absolute outlier. I

0:26:12.720 --> 0:26:16.399
<v Speaker 9>mean they've had since two thousand and ten, they've just

0:26:16.440 --> 0:26:19.399
<v Speaker 9>been a juggernaut and that's been a great stock. But

0:26:19.440 --> 0:26:22.199
<v Speaker 9>they bought back the most amount of shares of any

0:26:22.240 --> 0:26:22.760
<v Speaker 9>of the banks.

0:26:22.960 --> 0:26:25.440
<v Speaker 6>Twenty years ago. Banks were what tech was in terms

0:26:25.440 --> 0:26:28.160
<v Speaker 6>of concentration in the market. I mean, they were the giants,

0:26:28.200 --> 0:26:30.520
<v Speaker 6>and then now it's all tech firms and banks are

0:26:30.560 --> 0:26:32.000
<v Speaker 6>kind of like, you know, middle of the road.

0:26:32.040 --> 0:26:34.760
<v Speaker 3>Can you see Meredith and the golf course, it'd be

0:26:34.800 --> 0:26:35.560
<v Speaker 3>like a terror.

0:26:37.200 --> 0:26:39.720
<v Speaker 6>You made some big calls on banks on unis in

0:26:39.760 --> 0:26:42.480
<v Speaker 6>your career on Wall Street. What's your personal approach to

0:26:42.520 --> 0:26:43.520
<v Speaker 6>investing these days.

0:26:43.680 --> 0:26:46.320
<v Speaker 9>I've always been thematic with my part. I didn't own

0:26:46.320 --> 0:26:50.959
<v Speaker 9>the banks back then, thank goodness, because I was covering

0:26:50.960 --> 0:26:52.760
<v Speaker 9>them and I just felt there was always a conflict

0:26:52.800 --> 0:26:53.200
<v Speaker 9>of interest.

0:26:53.359 --> 0:26:54.159
<v Speaker 10>But I always take.

0:26:54.040 --> 0:26:59.920
<v Speaker 9>Long term thematic approaches to my investing. So I'll give

0:26:59.920 --> 0:27:02.639
<v Speaker 9>you a couple of examples. You know, the winners and

0:27:02.680 --> 0:27:06.359
<v Speaker 9>the and the losers with the housing bill, the affordable

0:27:06.400 --> 0:27:10.240
<v Speaker 9>housing twenty first century road to housing. I bought Sky,

0:27:10.320 --> 0:27:14.160
<v Speaker 9>which is Champion Homes, which is a manufactured uh home builder,

0:27:14.840 --> 0:27:19.680
<v Speaker 9>and uh the idea is that they repealed a chassis law. Uh,

0:27:20.720 --> 0:27:25.199
<v Speaker 9>things would change, that production would increase dramatically. And manufactured

0:27:25.200 --> 0:27:29.600
<v Speaker 9>homes are really nice. They're not the manufactured homes of yesteryear.

0:27:30.280 --> 0:27:33.280
<v Speaker 10>So by that I've done, I.

0:27:33.560 --> 0:27:37.200
<v Speaker 9>Do front some some frontier investing in terms of with

0:27:37.520 --> 0:27:42.239
<v Speaker 9>uh uh uh uh.

0:27:39.920 --> 0:27:43.480
<v Speaker 1>Uh certain markets. Do your graphical market to me well,

0:27:43.359 --> 0:27:43.720
<v Speaker 1>with a.

0:27:43.680 --> 0:27:49.080
<v Speaker 9>Lot of the stands which have very rich rare earth minerals,

0:27:49.359 --> 0:27:52.640
<v Speaker 9>so that a lot of that is going sees uh

0:27:52.880 --> 0:27:57.120
<v Speaker 9>private to public of companies know that sort of esoteric terek.

0:27:57.240 --> 0:28:00.000
<v Speaker 9>But those have been good place and they're emerging will

0:28:00.119 --> 0:28:01.800
<v Speaker 9>be bigger plays, all.

0:28:01.720 --> 0:28:03.040
<v Speaker 1>Right, so a commodity play there.

0:28:03.240 --> 0:28:04.840
<v Speaker 6>And then from Meredith Whitney, thank you so much for

0:28:04.920 --> 0:28:07.119
<v Speaker 6>joining us, by the way, really appreciate it. Meredith Whitney,

0:28:07.160 --> 0:28:10.240
<v Speaker 6>CEO of Meredith Whitney Advisory Group, coming up a conversation

0:28:10.320 --> 0:28:13.600
<v Speaker 6>with David Kelly with a focus on personal finance, retirement

0:28:13.680 --> 0:28:14.560
<v Speaker 6>and wealth management.

0:28:14.720 --> 0:28:20.400
<v Speaker 1>This is Bloomberg Money.

0:28:22.640 --> 0:28:24.960
<v Speaker 6>Bloomberg money is about making and investing your money, but

0:28:25.040 --> 0:28:27.280
<v Speaker 6>it's also about spending it, and a lot of people

0:28:27.320 --> 0:28:29.879
<v Speaker 6>like spending it on golf, both watching and playing it.

0:28:29.960 --> 0:28:32.840
<v Speaker 6>Professional golf only caught the attention of golfers for decades,

0:28:33.040 --> 0:28:35.320
<v Speaker 6>but over the last five years it's become kind of

0:28:35.320 --> 0:28:38.080
<v Speaker 6>a soap opera. Bloomberg Senior Business of Sports reporter Randall

0:28:38.120 --> 0:28:40.560
<v Speaker 6>Williams joins us out and Randall. I go to the

0:28:40.600 --> 0:28:44.360
<v Speaker 6>idea that for people in the US, professional golf was

0:28:44.400 --> 0:28:46.640
<v Speaker 6>equal to the PGA Tour. But then you had Live Golf,

0:28:46.640 --> 0:28:49.479
<v Speaker 6>which was funded by the Saudi Arabians, popping up as

0:28:49.480 --> 0:28:52.320
<v Speaker 6>a competitor. And then at some point the two decided

0:28:52.360 --> 0:28:55.120
<v Speaker 6>on a merger. But then I don't think anything happened.

0:28:55.120 --> 0:28:57.000
<v Speaker 6>What's the latest or what has happened.

0:28:57.320 --> 0:29:00.800
<v Speaker 11>Well, it's been on an indefinite pause, but the PGA

0:29:00.880 --> 0:29:03.840
<v Speaker 11>Tour has evolved since then. Of course Live Golf entered.

0:29:03.880 --> 0:29:05.760
<v Speaker 11>It caused a lot of chaos. But then you had

0:29:05.800 --> 0:29:08.880
<v Speaker 11>the Strategic Sports Group that's backed by Fenway's Sports Group

0:29:09.040 --> 0:29:11.240
<v Speaker 11>is backed by Steve Cohen, who's the Mets owner, and

0:29:11.240 --> 0:29:13.160
<v Speaker 11>then you have Arthur Blank who's the Falcon's owner. Them

0:29:13.200 --> 0:29:15.840
<v Speaker 11>and a lot more people put up to three billion

0:29:15.920 --> 0:29:18.600
<v Speaker 11>dollars into the PGA Tour, which created a for profit

0:29:18.720 --> 0:29:22.200
<v Speaker 11>arm called the PGA Tour Enterprises. Since then, the PGA

0:29:22.280 --> 0:29:26.080
<v Speaker 11>Tour has been slowly trying to i'd say, recalibrate itself,

0:29:26.360 --> 0:29:29.760
<v Speaker 11>to get on the right track, to evolve, to fill

0:29:29.800 --> 0:29:31.920
<v Speaker 11>in some of the holes that maybe live golf exposed.

0:29:32.880 --> 0:29:34.640
<v Speaker 6>What were some of the holes that live golf exposed,

0:29:34.680 --> 0:29:37.840
<v Speaker 6>Because golf had a bit of a renaissance during the pandemic.

0:29:37.960 --> 0:29:39.880
<v Speaker 6>Up until that point, a lot of people criticize it

0:29:39.880 --> 0:29:43.400
<v Speaker 6>for being hard, elitist, expensive, but then golf like found

0:29:43.480 --> 0:29:44.640
<v Speaker 6>itself during the pandemic.

0:29:44.680 --> 0:29:45.240
<v Speaker 7>Well, I'd say that.

0:29:45.240 --> 0:29:48.880
<v Speaker 11>Golf is very traditionalist sport, and so with tradition, there's

0:29:48.920 --> 0:29:52.240
<v Speaker 11>always tradition versus innovation. And so of course you had

0:29:52.280 --> 0:29:54.880
<v Speaker 11>some people complaining about player pay, you had people complaining

0:29:54.920 --> 0:29:58.680
<v Speaker 11>about the tournament schedule. And so now we have a

0:29:58.720 --> 0:30:01.640
<v Speaker 11>bunch of innovations that are opening in regards to the

0:30:02.360 --> 0:30:04.920
<v Speaker 11>system of golfer is going to be a championship series

0:30:04.960 --> 0:30:07.800
<v Speaker 11>and then a challenger series, and that's how the changes

0:30:07.800 --> 0:30:08.240
<v Speaker 11>of come.

0:30:08.240 --> 0:30:09.600
<v Speaker 3>What do you see TV doing here?

0:30:09.640 --> 0:30:11.680
<v Speaker 2>I mean, the Masters is iconic and all that, but

0:30:12.160 --> 0:30:15.360
<v Speaker 2>in terms of the entertainment TV streaming battle. Are they

0:30:15.400 --> 0:30:17.560
<v Speaker 2>going to be a huge bidding war from where you said.

0:30:17.360 --> 0:30:17.800
<v Speaker 3>I think so.

0:30:18.040 --> 0:30:19.840
<v Speaker 11>I think we're a couple of years away from that.

0:30:20.000 --> 0:30:22.040
<v Speaker 11>But media rights are of course a huge part of

0:30:22.080 --> 0:30:23.920
<v Speaker 11>the sports business, and if you're not in the media

0:30:23.960 --> 0:30:25.960
<v Speaker 11>rights business, then your sport probably isn't going to last

0:30:26.080 --> 0:30:28.840
<v Speaker 11>very long. And the PGA Tour is still the dominant

0:30:28.920 --> 0:30:31.360
<v Speaker 11>presence in golf. I think live. The threat of Live

0:30:31.440 --> 0:30:34.760
<v Speaker 11>came from the Saudi's who had seemingly limitless pockets.

0:30:35.040 --> 0:30:36.560
<v Speaker 3>Now that that is not in.

0:30:36.520 --> 0:30:40.000
<v Speaker 11>Existence anymore, the PGA Tours again once again the dominant

0:30:40.200 --> 0:30:42.440
<v Speaker 11>franchise that I think broadcasters are going to be bidding up.

0:30:42.480 --> 0:30:44.880
<v Speaker 6>Yeah, with Saudi Arabia pulling is funding from that other

0:30:45.080 --> 0:30:47.480
<v Speaker 6>golf league. Thank you so much, Bloom we'k si your

0:30:47.520 --> 0:30:50.640
<v Speaker 6>business of sports reporter Randall Williams joining us now, I'm

0:30:50.640 --> 0:30:52.920
<v Speaker 6>pleased to say, is the CEO the new CEO of

0:30:52.960 --> 0:30:55.640
<v Speaker 6>the PGA Tour, Brian. Roll up, Brian, Great to see

0:30:55.640 --> 0:30:56.080
<v Speaker 6>you here.

0:30:56.000 --> 0:30:56.720
<v Speaker 7>Great to see you.

0:30:56.760 --> 0:30:59.280
<v Speaker 6>So we just talked about how golf is for the traditionalists.

0:30:59.720 --> 0:31:01.320
<v Speaker 6>A lot of people like to say it's the sport

0:31:01.360 --> 0:31:04.600
<v Speaker 6>most like life because it's hard, but it's also kind

0:31:04.640 --> 0:31:06.360
<v Speaker 6>of elitist and kind of expensive.

0:31:06.760 --> 0:31:08.640
<v Speaker 1>Coming from the NFL, do you see.

0:31:08.400 --> 0:31:11.760
<v Speaker 6>Those as features to be protected or barriers to growth

0:31:11.800 --> 0:31:13.280
<v Speaker 6>that should be challenged.

0:31:13.680 --> 0:31:18.280
<v Speaker 12>Well, I think any sport, professional sport that's worth its

0:31:18.360 --> 0:31:21.400
<v Speaker 12>salt will always sort of challenge where it is. And

0:31:21.440 --> 0:31:23.120
<v Speaker 12>I think there's one thing I learned at the NFL

0:31:23.200 --> 0:31:25.920
<v Speaker 12>over two decades is you know, if you're not going forwards,

0:31:25.920 --> 0:31:28.280
<v Speaker 12>you're going backwards in innovation matter. So when I first

0:31:28.280 --> 0:31:30.160
<v Speaker 12>took the job, I was very clear that we're going

0:31:30.200 --> 0:31:31.600
<v Speaker 12>to honor tradition, but we're not going.

0:31:31.520 --> 0:31:32.600
<v Speaker 7>To be overly bound by it.

0:31:32.760 --> 0:31:34.640
<v Speaker 12>And you look at some of the trends of the

0:31:34.640 --> 0:31:37.000
<v Speaker 12>game of golf, will as you say, maybe it has

0:31:37.000 --> 0:31:38.600
<v Speaker 12>this reputation as elitist.

0:31:38.920 --> 0:31:42.440
<v Speaker 7>If you look at the growth since COVID, participation in.

0:31:42.440 --> 0:31:45.160
<v Speaker 12>Golf in this country has grown thirty nine percent since COVID.

0:31:45.200 --> 0:31:48.480
<v Speaker 12>Now you don't have to play a sport to watch

0:31:48.520 --> 0:31:49.760
<v Speaker 12>it on television, but sure helps.

0:31:49.960 --> 0:31:51.560
<v Speaker 7>Half of that growth is under the age of twenty

0:31:51.760 --> 0:31:52.400
<v Speaker 7>or thirty five.

0:31:52.880 --> 0:31:55.880
<v Speaker 12>The average age of a professional tour telecast, inclusive of

0:31:55.920 --> 0:31:58.160
<v Speaker 12>the majors, is sixty six years old, so there is

0:31:58.200 --> 0:32:00.560
<v Speaker 12>a disconnect between where the sport is going and what

0:32:00.640 --> 0:32:02.640
<v Speaker 12>professional has been able to do. We are closing that

0:32:02.680 --> 0:32:04.720
<v Speaker 12>gap in significant ways, and if you just close that

0:32:04.720 --> 0:32:06.520
<v Speaker 12>gap to a minimum, you've got a bit of a

0:32:06.600 --> 0:32:07.120
<v Speaker 12>rocket ship.

0:32:07.520 --> 0:32:09.800
<v Speaker 6>You've talked about how Live Golf helped expose some of

0:32:09.800 --> 0:32:13.200
<v Speaker 6>the weaknesses of the tour, was the biggest lessons about

0:32:13.200 --> 0:32:16.600
<v Speaker 6>the economics of professional golf were about the product itself.

0:32:16.920 --> 0:32:17.920
<v Speaker 7>I think it's the product.

0:32:18.080 --> 0:32:21.640
<v Speaker 12>I think, listen, there's something about the sports industry I

0:32:21.680 --> 0:32:24.600
<v Speaker 12>don't understand. If you look at the history. Huge innovation

0:32:24.800 --> 0:32:26.960
<v Speaker 12>usually doesn't happen without a crisis. It could be a

0:32:27.000 --> 0:32:29.880
<v Speaker 12>labor dispute with a collectiborrodi and agreement. Back in my

0:32:29.960 --> 0:32:32.600
<v Speaker 12>old job, the USFL or the AFL NFL, when I

0:32:32.640 --> 0:32:35.000
<v Speaker 12>looked at this opportunity, I just saw the AFL NFL,

0:32:35.200 --> 0:32:38.160
<v Speaker 12>which essentially created a lot of systemic changes in professional

0:32:38.160 --> 0:32:40.719
<v Speaker 12>football that started to accelerate the growth.

0:32:40.960 --> 0:32:42.200
<v Speaker 7>I think we've had that moment here.

0:32:42.280 --> 0:32:46.840
<v Speaker 12>So I think a lot of perhaps shortcomings in professional

0:32:46.880 --> 0:32:49.480
<v Speaker 12>golf came with a little bit of competition, where all

0:32:49.520 --> 0:32:52.320
<v Speaker 12>Americans competition is a good thing. So I think we've

0:32:52.400 --> 0:32:54.920
<v Speaker 12>seen that and we're trying to build something that outlives

0:32:54.920 --> 0:32:55.680
<v Speaker 12>all of us here, What.

0:32:55.600 --> 0:32:57.200
<v Speaker 3>Did you learn from Pete Rosell? I mean it was

0:32:57.240 --> 0:32:57.920
<v Speaker 3>before your time.

0:32:58.160 --> 0:33:00.920
<v Speaker 2>If we say, Pete Rosell invented all of this really

0:33:00.960 --> 0:33:04.200
<v Speaker 2>best practices as well. What is the if you're the

0:33:04.240 --> 0:33:06.560
<v Speaker 2>Pete Roselle of golf, what do you need to do

0:33:06.680 --> 0:33:07.520
<v Speaker 2>to really jump start?

0:33:07.560 --> 0:33:08.360
<v Speaker 7>It's a really good question.

0:33:08.400 --> 0:33:10.760
<v Speaker 12>Pete Roselle, I think one thing he got.

0:33:10.840 --> 0:33:12.440
<v Speaker 7>I mean he was he was thirty four years old.

0:33:12.280 --> 0:33:13.520
<v Speaker 12>When he took a job, and I think I think

0:33:13.520 --> 0:33:16.280
<v Speaker 12>people realized that, but he he was the first one.

0:33:16.160 --> 0:33:17.160
<v Speaker 7>Who figured out media.

0:33:17.280 --> 0:33:19.880
<v Speaker 12>I think when it came to so the modern media

0:33:19.960 --> 0:33:21.840
<v Speaker 12>model that I think you see in the NFL that

0:33:21.920 --> 0:33:23.800
<v Speaker 12>I was a part of. But then I think other

0:33:23.800 --> 0:33:27.240
<v Speaker 12>sports have adopted, right, is if you get your media

0:33:27.280 --> 0:33:29.080
<v Speaker 12>model right, you can build a sport. So when he

0:33:29.160 --> 0:33:30.920
<v Speaker 12>started the NF, when he started working in the NFL,

0:33:30.960 --> 0:33:33.400
<v Speaker 12>it was probably the third most popular sport in the country,

0:33:33.440 --> 0:33:36.880
<v Speaker 12>behind professional baseball and college football. But because of a

0:33:37.000 --> 0:33:39.840
<v Speaker 12>reach model using network television, he built the sport and

0:33:39.880 --> 0:33:41.680
<v Speaker 12>told the stories. And so I think that's one thing

0:33:41.720 --> 0:33:44.320
<v Speaker 12>I've learned is how you know we're concentrated? How do

0:33:44.360 --> 0:33:46.080
<v Speaker 12>you increase the reach of the PGA Tour and how

0:33:46.080 --> 0:33:48.560
<v Speaker 12>do you tell more stories about the athlete to play it.

0:33:48.640 --> 0:33:51.040
<v Speaker 2>Okay, so you got Ernie from El Tuna, Pennsylvania. You're

0:33:51.080 --> 0:33:53.960
<v Speaker 2>coming up the course, lightening it up decades decades decades ago.

0:33:54.440 --> 0:33:57.760
<v Speaker 2>I was at Rochester in nineteen sixty eight when Lee

0:33:57.800 --> 0:34:01.080
<v Speaker 2>Trevino turned your sport upside down.

0:34:01.400 --> 0:34:02.800
<v Speaker 3>Who's your new Lee Trevino?

0:34:03.760 --> 0:34:06.160
<v Speaker 7>Well, listen, I think we have a lot of stars.

0:34:06.200 --> 0:34:10.600
<v Speaker 12>I think there's a misconception about professional golf that a

0:34:10.719 --> 0:34:13.520
<v Speaker 12>given competition or given tournament only matters if one or

0:34:13.520 --> 0:34:16.000
<v Speaker 12>two golfers are in it. When you actually look at

0:34:16.000 --> 0:34:19.960
<v Speaker 12>professional golf, the difference in winning a tournament and losing

0:34:20.040 --> 0:34:22.520
<v Speaker 12>tournament is one stroke over four days. That type of

0:34:22.560 --> 0:34:25.719
<v Speaker 12>competitive parody, it's that tight. The only other place I've

0:34:25.719 --> 0:34:28.520
<v Speaker 12>seen that as in professional football. So the reality is

0:34:28.520 --> 0:34:31.280
<v Speaker 12>is we have a collection of some pretty amazing golfers.

0:34:31.280 --> 0:34:34.640
<v Speaker 12>Whether you take the established guys like Scotti, Shefflin, Rory McIlroy,

0:34:35.120 --> 0:34:37.640
<v Speaker 12>or you look at the Coyven kid who's just coming

0:34:37.680 --> 0:34:40.440
<v Speaker 12>out of Auburn and some of these younger guys who are.

0:34:40.320 --> 0:34:42.600
<v Speaker 7>Just really performing well.

0:34:42.719 --> 0:34:45.120
<v Speaker 12>I think we have an amazing roster of veterans and

0:34:45.160 --> 0:34:48.680
<v Speaker 12>young guys who are really really competitive. It's our job

0:34:48.719 --> 0:34:50.040
<v Speaker 12>to actually showcase them better.

0:34:50.640 --> 0:34:53.799
<v Speaker 6>Randa was talking to us about the PGA Tour Enterprises,

0:34:53.920 --> 0:34:56.840
<v Speaker 6>this commercial arm. Of course, FIFA wanted to follow the

0:34:56.880 --> 0:35:00.520
<v Speaker 6>tour's lead and spin off its own business, seek outside

0:35:00.560 --> 0:35:03.279
<v Speaker 6>investors that ended up failing. I'm curious to hear more

0:35:03.320 --> 0:35:05.960
<v Speaker 6>about the PGA Tour Enterprises and the role of it

0:35:06.120 --> 0:35:08.840
<v Speaker 6>in the PGA Tour overall. Is this something that the

0:35:08.920 --> 0:35:11.440
<v Speaker 6>players feel and experience? Is this something that the fans

0:35:11.440 --> 0:35:12.320
<v Speaker 6>feel and experience?

0:35:12.520 --> 0:35:15.000
<v Speaker 7>Yeah, I think the answers both of them will. I

0:35:15.000 --> 0:35:16.400
<v Speaker 7>think the players experienced it.

0:35:16.440 --> 0:35:19.040
<v Speaker 12>Where what PGA Tour Enterprises has allowed us to do

0:35:19.160 --> 0:35:23.000
<v Speaker 12>is to evolve the PGA Tour where most professional sports

0:35:23.000 --> 0:35:26.279
<v Speaker 12>have gotten. We've actually capitalized it and turned it into

0:35:26.280 --> 0:35:29.600
<v Speaker 12>a commercial business. And the strength of that commercial business

0:35:29.920 --> 0:35:33.319
<v Speaker 12>funds innovation, It funds player purses and funds everything. I

0:35:33.320 --> 0:35:34.960
<v Speaker 12>think the PGA Tour was locked in a bit of

0:35:34.960 --> 0:35:38.640
<v Speaker 12>a legacy governance model. Now that the mission is clear,

0:35:38.719 --> 0:35:40.799
<v Speaker 12>now that we're capitalized, we can do that. So I

0:35:40.800 --> 0:35:43.440
<v Speaker 12>think the players will feel it, and that you look

0:35:43.440 --> 0:35:45.880
<v Speaker 12>at the new competitive model that we've announced there's healthy

0:35:45.920 --> 0:35:49.000
<v Speaker 12>persons across the board, and they can actually earn equity

0:35:49.000 --> 0:35:50.800
<v Speaker 12>in the tour. This is the only professional tour of

0:35:50.840 --> 0:35:53.520
<v Speaker 12>scale that I can think of. Players can actually earn equity,

0:35:54.400 --> 0:35:59.040
<v Speaker 12>which is a huge opportunity and also aligns investors, management

0:35:59.080 --> 0:36:00.920
<v Speaker 12>and players like know this for in the world. I

0:36:00.920 --> 0:36:03.120
<v Speaker 12>think the fans will feel it be because of that

0:36:03.520 --> 0:36:07.560
<v Speaker 12>commercial change to the tour. We have investment dollars to

0:36:07.600 --> 0:36:10.279
<v Speaker 12>make the fan experience better, to make the competitive product better,

0:36:10.400 --> 0:36:13.200
<v Speaker 12>to make the media product better. So I think that

0:36:13.440 --> 0:36:15.279
<v Speaker 12>is and I think it's one thing that came out

0:36:15.280 --> 0:36:18.680
<v Speaker 12>of this, this this live competition of crisis, is we

0:36:18.760 --> 0:36:20.640
<v Speaker 12>got focused, we got capitalized. Now we know what the

0:36:20.640 --> 0:36:22.920
<v Speaker 12>mission is and I think fans and players are going

0:36:22.960 --> 0:36:23.799
<v Speaker 12>to win because what.

0:36:23.680 --> 0:36:26.160
<v Speaker 2>Are you personally to do about slow play? There's no

0:36:26.200 --> 0:36:28.160
<v Speaker 2>other mean, Meredith Whitney was just done with us and

0:36:28.440 --> 0:36:30.399
<v Speaker 2>she's stand on the golf course lining up a five

0:36:30.400 --> 0:36:31.680
<v Speaker 2>foot putt for twenty minutes.

0:36:31.800 --> 0:36:33.000
<v Speaker 3>Yeah, and the answer is slow.

0:36:33.280 --> 0:36:37.280
<v Speaker 2>I mean the retires, we do personal finance, retirement, wealth management.

0:36:37.440 --> 0:36:40.160
<v Speaker 2>Everybody in retirement wants to play your sport four days

0:36:40.200 --> 0:36:43.239
<v Speaker 2>a week, but they can't because a stupid slow play

0:36:43.239 --> 0:36:44.120
<v Speaker 2>what do you do well.

0:36:44.200 --> 0:36:46.759
<v Speaker 12>I don't stay up a night worrying about slow play

0:36:46.800 --> 0:36:48.320
<v Speaker 12>among amateurs at their country club.

0:36:48.320 --> 0:36:49.480
<v Speaker 7>I actually don't care about that.

0:36:49.920 --> 0:36:53.160
<v Speaker 12>I only when I think about the PGA Tour professional golf.

0:36:54.880 --> 0:36:57.680
<v Speaker 12>I think it depends when we're talking about who you're

0:36:57.680 --> 0:36:59.799
<v Speaker 12>talking to when you talk about slow play and a

0:36:59.800 --> 0:37:02.120
<v Speaker 12>third Thursday or Friday round before the cut, when we

0:37:02.160 --> 0:37:04.440
<v Speaker 12>have one hundred and forty four players and it's early

0:37:04.480 --> 0:37:06.480
<v Speaker 12>in the year and we're racing against daylight to keep

0:37:06.480 --> 0:37:08.880
<v Speaker 12>this on television, we need to speak to us. We

0:37:08.920 --> 0:37:11.800
<v Speaker 12>need to when you're talking about a Sunday round or

0:37:11.840 --> 0:37:15.640
<v Speaker 12>a playoff and someone's taking extra to line up a shot,

0:37:15.719 --> 0:37:16.959
<v Speaker 12>because it's the shot of their life.

0:37:17.000 --> 0:37:17.680
<v Speaker 3>That's different.

0:37:17.920 --> 0:37:20.440
<v Speaker 12>So I think context matters here. I also think it's

0:37:20.440 --> 0:37:22.800
<v Speaker 12>about how we produce the sport. So if you're watching

0:37:22.880 --> 0:37:25.640
<v Speaker 12>on television and somebody is actually standing over a put

0:37:25.719 --> 0:37:28.040
<v Speaker 12>a little longer, there's a thousand other shots going on

0:37:28.040 --> 0:37:30.000
<v Speaker 12>on the golf course. It's our job, and our broadcast

0:37:30.000 --> 0:37:32.480
<v Speaker 12>partners produce it better. I come from the NFL, where

0:37:32.480 --> 0:37:34.440
<v Speaker 12>we produce the Red Zone channel. The Red Zone channel

0:37:34.480 --> 0:37:36.920
<v Speaker 12>moved around. The fact of the matter is, is half

0:37:36.960 --> 0:37:38.239
<v Speaker 12>the time. When you go in to look at a

0:37:38.239 --> 0:37:39.160
<v Speaker 12>Cleveland game.

0:37:39.040 --> 0:37:40.280
<v Speaker 7>It's not live. It already happened.

0:37:40.400 --> 0:37:40.879
<v Speaker 3>Roll it back.

0:37:40.960 --> 0:37:43.120
<v Speaker 12>I think we can produce it better and actually tell

0:37:43.160 --> 0:37:45.799
<v Speaker 12>a better story. So it's a complex issue. But I'm

0:37:45.800 --> 0:37:47.959
<v Speaker 12>not really focused on your local club. That's the local

0:37:47.960 --> 0:37:50.000
<v Speaker 12>club's problem. I'm really focused on the PGA Tour.

0:37:50.080 --> 0:37:51.879
<v Speaker 1>Can you do a red zone version of the PGA Tour?

0:37:52.080 --> 0:37:54.400
<v Speaker 12>I think, I think we're talking about a lot of innovation,

0:37:54.440 --> 0:37:56.120
<v Speaker 12>but if you think about how golf is produced already,

0:37:56.120 --> 0:37:57.960
<v Speaker 12>it is a little bit of red zone here Scarlett

0:37:58.000 --> 0:37:59.239
<v Speaker 12>on the eighteenth green, let's take a look.

0:37:59.320 --> 0:37:59.959
<v Speaker 3>Let's go over here.

0:38:00.080 --> 0:38:04.120
<v Speaker 2>At asked do you need a hydration break? I mean,

0:38:04.200 --> 0:38:07.800
<v Speaker 2>please tell me if the ninth hole a hydration break

0:38:07.840 --> 0:38:10.600
<v Speaker 2>was a Jenny Kremel. But that's the story here. What

0:38:10.600 --> 0:38:12.319
<v Speaker 2>are you going to do about a hydration break to

0:38:12.360 --> 0:38:13.640
<v Speaker 2>bring in a marginal million?

0:38:13.760 --> 0:38:15.440
<v Speaker 7>Well, no comment on that.

0:38:15.520 --> 0:38:17.600
<v Speaker 12>I'll ask the FIFA guys on that.

0:38:17.680 --> 0:38:18.600
<v Speaker 3>I don't have a view on that.

0:38:18.680 --> 0:38:20.600
<v Speaker 6>Well, having said that, I mean, I'm sure you watch

0:38:20.680 --> 0:38:23.239
<v Speaker 6>the World Cup. Are there any learnings from the World Cup,

0:38:23.280 --> 0:38:25.319
<v Speaker 6>the spectacle that was a World Cup that you can

0:38:25.360 --> 0:38:26.440
<v Speaker 6>apply to pro golf.

0:38:26.760 --> 0:38:31.640
<v Speaker 12>I just think in general, I think the World Cup

0:38:31.680 --> 0:38:34.319
<v Speaker 12>or what we're doing, whether sports are doing, it's a

0:38:34.360 --> 0:38:38.840
<v Speaker 12>reminder that the value of sports is increasing in a

0:38:38.920 --> 0:38:43.000
<v Speaker 12>world that is continually fragmented, whether it's by media so

0:38:43.080 --> 0:38:45.759
<v Speaker 12>much competition for your attention. There's a handful of things

0:38:45.760 --> 0:38:48.080
<v Speaker 12>that are standing out that can aggregate tens of millions

0:38:48.120 --> 0:38:50.839
<v Speaker 12>of people at one time doing one thing, and I

0:38:50.840 --> 0:38:54.279
<v Speaker 12>think it's it's sports and maybe some news. So I

0:38:54.320 --> 0:38:58.840
<v Speaker 12>think that is encouraging. If you're in the sports business now,

0:38:59.120 --> 0:39:01.160
<v Speaker 12>you know, it does mean you can rest on your laurels.

0:39:01.200 --> 0:39:02.560
<v Speaker 12>It means you need to innovate and keep up with

0:39:02.560 --> 0:39:05.520
<v Speaker 12>the chaming demographics of the sports fan. But I think

0:39:05.520 --> 0:39:07.560
<v Speaker 12>if the world operating has taught us is that sports

0:39:07.600 --> 0:39:09.120
<v Speaker 12>is a pretty strong investment class.

0:39:09.480 --> 0:39:12.800
<v Speaker 6>Okay, when you innovate, especially when it comes to media distribution,

0:39:12.920 --> 0:39:15.719
<v Speaker 6>you guess the point where fans are left confused. We

0:39:15.760 --> 0:39:17.600
<v Speaker 6>have a Bloomberg News story about how sports fans are

0:39:17.600 --> 0:39:19.719
<v Speaker 6>looking at two thousand dollars streaming bills in order to

0:39:19.760 --> 0:39:22.520
<v Speaker 6>follow their favorite team. Has it gone too far to

0:39:22.560 --> 0:39:24.960
<v Speaker 6>the point where fans will start rebelling and.

0:39:24.920 --> 0:39:26.520
<v Speaker 1>It won't work anymore? And we have to kind of

0:39:26.520 --> 0:39:27.160
<v Speaker 1>rethink this.

0:39:27.360 --> 0:39:30.960
<v Speaker 12>Well, if fans are rebelling in sports, we haven't seen

0:39:30.960 --> 0:39:33.759
<v Speaker 12>it yet. But I think the larger question is, while

0:39:33.800 --> 0:39:36.759
<v Speaker 12>I'm a big believer that in order to build a

0:39:36.800 --> 0:39:39.960
<v Speaker 12>sport and the value proposition of sports and media is reach,

0:39:40.400 --> 0:39:41.440
<v Speaker 12>how many people can you reach?

0:39:41.480 --> 0:39:44.000
<v Speaker 7>How can you aggregate audience? That is still true. Pete

0:39:44.080 --> 0:39:46.279
<v Speaker 7>Rosell got that right, That is still the case.

0:39:46.320 --> 0:39:49.320
<v Speaker 12>The difference is reach is much more complicated because of

0:39:49.360 --> 0:39:50.279
<v Speaker 12>where the media world is.

0:39:50.360 --> 0:39:52.360
<v Speaker 2>I going to slip this in you a gift us

0:39:52.400 --> 0:39:54.839
<v Speaker 2>to get Florida State. I think he's fourteen. I don't

0:39:54.840 --> 0:39:57.799
<v Speaker 2>think you can drive a car, Miles Russell. Okay, what

0:39:57.840 --> 0:40:00.640
<v Speaker 2>do you do with the property? Like Miles Russell fifteen?

0:40:01.000 --> 0:40:02.600
<v Speaker 2>I think fifteen to sixteen years old.

0:40:02.680 --> 0:40:04.680
<v Speaker 12>Well, I think what you're going to see is when

0:40:04.719 --> 0:40:08.280
<v Speaker 12>we announce our new competitive model, which if you study,

0:40:08.400 --> 0:40:10.560
<v Speaker 12>what we've done is we've opened up the meritocracy of

0:40:10.600 --> 0:40:13.600
<v Speaker 12>the PGA Tour. We've created a Championship series, which is

0:40:13.640 --> 0:40:16.279
<v Speaker 12>the top twenty three events or so, where the top

0:40:16.400 --> 0:40:18.799
<v Speaker 12>hundred twenty golfers are going to compete together weekend and

0:40:18.840 --> 0:40:19.360
<v Speaker 12>week out.

0:40:20.200 --> 0:40:20.960
<v Speaker 7>They can't play.

0:40:20.800 --> 0:40:23.200
<v Speaker 12>Down into the Challenger Series, which is for everybody else.

0:40:23.520 --> 0:40:27.160
<v Speaker 12>They will compete for a regular season title that will

0:40:27.160 --> 0:40:30.560
<v Speaker 12>be the most precious, prestigious thing in golf. There'll also

0:40:30.560 --> 0:40:32.839
<v Speaker 12>be promotion relegation, so at the end of that you're

0:40:32.880 --> 0:40:35.399
<v Speaker 12>going to be relegated down. My point is we've opened

0:40:35.480 --> 0:40:38.200
<v Speaker 12>up the meritocracy, so if he's that good, we have

0:40:38.320 --> 0:40:40.720
<v Speaker 12>now created a system where he will work his way

0:40:40.719 --> 0:40:44.719
<v Speaker 12>in to be into the top top. No more sponsor exemptions,

0:40:44.800 --> 0:40:46.919
<v Speaker 12>no one of the stuff that hid in the meritocracy.

0:40:47.600 --> 0:40:49.279
<v Speaker 12>Where you play is based on how you earned it

0:40:49.320 --> 0:40:50.440
<v Speaker 12>in the play, So I think that's.

0:40:50.239 --> 0:40:51.200
<v Speaker 1>Important, Brian.

0:40:51.239 --> 0:40:53.279
<v Speaker 6>At some point Lebron James will have a lot of

0:40:53.280 --> 0:40:55.560
<v Speaker 6>free time, and we know that he's been playing a

0:40:55.560 --> 0:40:57.520
<v Speaker 6>lot of golf and he is an investor in pj

0:40:57.600 --> 0:41:00.400
<v Speaker 6>Tor enterprises. Have you talked to mister James about some

0:41:00.480 --> 0:41:02.560
<v Speaker 6>kind of role for him in professional golf? I don't know,

0:41:02.640 --> 0:41:05.000
<v Speaker 6>some kind of ambassadorial role, No, I haven't.

0:41:04.719 --> 0:41:05.800
<v Speaker 7>But I think I think.

0:41:05.920 --> 0:41:09.920
<v Speaker 12>I think Lebron James is an example of the growth

0:41:09.920 --> 0:41:12.239
<v Speaker 12>of the sport. Like when people get the bug, they

0:41:12.239 --> 0:41:16.640
<v Speaker 12>get the bug, and and it's a great competitive sport

0:41:16.680 --> 0:41:19.080
<v Speaker 12>to play but also to watch, and so we love

0:41:19.160 --> 0:41:21.520
<v Speaker 12>Lebron to be more involved. We love everyone to be

0:41:21.560 --> 0:41:23.040
<v Speaker 12>more involved, and I think you're going to see more

0:41:23.040 --> 0:41:23.720
<v Speaker 12>of that over time.

0:41:24.040 --> 0:41:25.640
<v Speaker 1>Brian, thank you so much for your time today.

0:41:25.680 --> 0:41:27.279
<v Speaker 7>Thank you great to have you in with us.

0:41:27.480 --> 0:41:29.919
<v Speaker 1>Brian roll up, the new CEO of the PGA Tour.

0:41:29.960 --> 0:41:32.480
<v Speaker 2>Should you see Lebron on the sand trap and nobody

0:41:32.520 --> 0:41:35.160
<v Speaker 2>else had seen and he's just looking.

0:41:34.960 --> 0:41:38.959
<v Speaker 12>Right over it and those deep bunkers on the links

0:41:38.960 --> 0:41:41.000
<v Speaker 12>court and see it's good send advantage.

0:41:41.040 --> 0:41:43.600
<v Speaker 6>It's very cool to say that would make a very

0:41:43.640 --> 0:41:45.200
<v Speaker 6>interesting red zone version of PJ Tour.

0:41:45.239 --> 0:41:46.440
<v Speaker 1>I find you've put that all together.

0:41:46.600 --> 0:41:48.040
<v Speaker 3>I'm excited about what I heard here.

0:41:48.080 --> 0:41:50.400
<v Speaker 2>I mean, I think you know, they're really with the

0:41:50.440 --> 0:41:53.920
<v Speaker 2>adversity of the last couple of years, really getting their

0:41:53.960 --> 0:41:54.480
<v Speaker 2>act together.

0:41:54.600 --> 0:41:54.839
<v Speaker 3>Yeah.

0:41:54.880 --> 0:41:55.520
<v Speaker 1>Absolutely.

0:41:56.239 --> 0:41:58.320
<v Speaker 6>You know it's a big subject in terms of everyone

0:41:58.320 --> 0:42:01.920
<v Speaker 6>spending all their time playing golf golf and spending money

0:42:01.920 --> 0:42:02.840
<v Speaker 6>on streaming.

0:42:04.600 --> 0:42:06.520
<v Speaker 2>It was an honor here to interview Lee Trevino a

0:42:06.600 --> 0:42:09.960
<v Speaker 2>number of years ago, but just seared in my memory.

0:42:10.880 --> 0:42:14.560
<v Speaker 3>I caddied it was like four bags a day. Really, Yeah.

0:42:14.640 --> 0:42:17.800
<v Speaker 2>I caddied Oakhel where you had a wonderful tournament couple

0:42:18.400 --> 0:42:18.799
<v Speaker 2>years ago.

0:42:18.840 --> 0:42:20.680
<v Speaker 3>It was great it was. It was a real learning

0:42:20.719 --> 0:42:21.960
<v Speaker 3>experience least.

0:42:23.120 --> 0:42:26.800
<v Speaker 2>This is the Bloomberg Money Podcast, bringing you a smart

0:42:26.840 --> 0:42:29.960
<v Speaker 2>look at the forces shaping your financial life.

0:42:30.280 --> 0:42:32.320
<v Speaker 3>I'm Tim Keen with Scarlet Food.

0:42:32.719 --> 0:42:35.760
<v Speaker 2>You can watch the show live on Bloomberg TV every

0:42:35.760 --> 0:42:39.680
<v Speaker 2>Friday at noon Wall Street Time. Subscribe to the podcast

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<v Speaker 2>on Apple, Spotify or wherever you listen, and as always,

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<v Speaker 2>on

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<v Speaker 3>The Bloomberg Terminal and the Bloomberg Business app.