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Speaker 1: Welcome to Strictly Business Varieties weekly podcast featuring conversations with

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Speaker 1: industry leaders about the business of media and entertainment. I'm

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Speaker 1: Cynthia Littleton, business editor of Variety Today. My guest in

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Speaker 1: New York is John Steinberg, President of ALTIESE News. John

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Speaker 1: has a lot to say about the business of news

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Speaker 1: and how Altie is building a portfolio of brands to

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Speaker 1: serve different audiences. John is a serial entrepreneur. He was

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Speaker 1: part of the team that built buzz Feed into an

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Speaker 1: Internet giant. In two thousand and sixteen, he launched Cheddar,

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Speaker 1: a digital business news start up aimed at millennial viewers.

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Speaker 1: Altice was an early investor in Cheddar, and in April

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Speaker 1: it bought out the company for two hundred million dollars

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Speaker 1: in cash. In our conversation, Steinberg talks about Altie's ambitions

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Speaker 1: and news and the strategies he used and what he

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Speaker 1: didn't do to turn Cheddar into a budding news Brandy.

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Speaker 1: John Steinberg, President of ALTIESE News, Thank you for stopping by.

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Speaker 1: Thanks for having me on this rainy day. It is

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Speaker 1: a rainy, muggy day in New York. Good day to

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Speaker 1: talk business. So you've had a lot going on in

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Speaker 1: the last couple of months. You are the founder and

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Speaker 1: CEO of Cheddar, digital news media startup, and you recently

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Speaker 1: did a transaction with cable operator Altice USA and you

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Speaker 1: have become that it has bought Cheddar and you are

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Speaker 1: now heading a much larger news operation for Altize that

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Speaker 1: has a couple of different strands and some pretty big ambitions. Yes,

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Speaker 1: let's start by talking about the sale of Cheddar to altis.

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Speaker 1: What motivated you to sell and why was alte u

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Speaker 1: s A the right partner? You know, so Alties owns Optimum,

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Speaker 1: which is the fourth largest cable system in the US. Right,

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Speaker 1: that's how most people know. That's the brand of ours

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Speaker 1: that most people know, A big heavyweight here in the

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Speaker 1: New York Tri state area exactly. And um we we

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Speaker 1: took on all Tis as an investor a few years

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Speaker 1: ago and immediately started collaborating doing business news, which is

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Speaker 1: Cheddar's course stuff business news updates to News twelve. And

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Speaker 1: for the listeners you know that are in our markets,

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Speaker 1: you know, Brooklyn, the Bronx, Long Island, New Jersey, Westchester,

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Speaker 1: they know News twelve. Everybody knows News twelve. Everybody loves

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Speaker 1: News twelve. And I had no News twelve because I

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Speaker 1: had grown up on Long Island, and we started partnering

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Speaker 1: with them. And I walked out into the parking lot

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Speaker 1: one day after a meeting on Long Island and I

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Speaker 1: turned to Peter Gorenstin your started Cheddar with me, and

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Speaker 1: I said, God, I really want to run News twelve. So, UM,

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Speaker 1: you know, all TIS is the only cable operator whose

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Speaker 1: media focus is exclusively news. We have News twelve, which

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Speaker 1: is the seven hyper local news networks. We have I

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Speaker 1: twenty four, which is the international news network, and now

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Speaker 1: we have Cheddar. There's there's no HBO, there's no NBC Universal.

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Speaker 1: We don't do dramas, we don't do comedies. We do,

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Speaker 1: you know, leading edge broadband video products with our Altis

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Speaker 1: one set top box, and we do know that that's

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Speaker 1: what we do. And actually now we'll soon wireless, soon

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Speaker 1: wireless as well. Tell me about UM let's start with

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Speaker 1: News twelve. Yea hyperlocal it's I mean, Altis has a

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Speaker 1: big footprint. But even within that footprint, it's hard to

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Speaker 1: believe that there are seven channels, that there are seven

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Speaker 1: dedicated channels. Yes, and and the viewership is up substantially

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Speaker 1: this year. UM, each of the regions. When people turn

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Speaker 1: on their cable boxes, News twelve is the default channel

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Speaker 1: and it's been that way for thirty years. And when

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Speaker 1: you walk amongst restaurants and bars and you know, public

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Speaker 1: spaces in any of our regions, it's the channel that's

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Speaker 1: on because people care about human interests, they care about politics,

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Speaker 1: they care about health and wellness in the region. They

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Speaker 1: you know, there's there's an inherently deep interest amongst people

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Speaker 1: when they're in their communities to look at a screen

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Speaker 1: and see what's going on in their community. Um. You know,

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Speaker 1: weather in traffic is still unbelievably durable as well too.

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Speaker 1: And um, what is it about the um? What is

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Speaker 1: it about the the setup that you have now where

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Speaker 1: you have your hyper hyperlocal, you have your international focus,

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Speaker 1: and you have cheddar as I understand for for more

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Speaker 1: like a more business and media centric type of news.

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Speaker 1: That seems like a lot of brands in the marketplace.

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Speaker 1: Why do you think that that? I think it's very

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Speaker 1: few actually, And so you know, when you look at

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Speaker 1: a company like you know, NBCUniversal or Time Warner, how

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Speaker 1: many brands does NBC Universal have, Bravo, c NBC, MSNBC NBC,

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Speaker 1: you know, I mean, then there's then there's fifteen more

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Speaker 1: that I haven't even gotten to. We have one focused news,

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Speaker 1: we have three news networks Cheddar for business, I twenty

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Speaker 1: four for national, international, global, and News twelve for hyperlocal.

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Speaker 1: And you know, so so News twelve as a brand

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Speaker 1: that's been in the market for um, you know, thirty years,

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Speaker 1: is unbelievably well known. You know, that's a brand. I mean,

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Speaker 1: I wouldn't. I wouldn't call it Coca Cola or Disney

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Speaker 1: that people would think I was crazy if I if

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Speaker 1: I said that. But you know, in the community, is

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Speaker 1: News twelve in our region brand that you would properly

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Speaker 1: put top ten, top twenty. Yeah, I think you would, right.

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Speaker 1: I mean, you know, you don't really mention News twelve

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Speaker 1: to anybody who says, I don't know what that is,

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Speaker 1: right right? Um? And then I twenty four. We're gonna

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Speaker 1: put a lot of time and energy into getting that

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Speaker 1: out there more and bumping up the domestic content on it.

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Speaker 1: But I twenty four Information twenty four. It kind of

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Speaker 1: logically makes sense. And then the name Cheddar makes no sense.

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Speaker 1: But you know, I put three years into doing it,

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Speaker 1: and everybody kind of it's kind of hard to forget it. Um,

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Speaker 1: and so we have three networks. Now we could have

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Speaker 1: named the networks you know, alties, local alties, national alties, business,

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Speaker 1: but you know it doesn't Things don't really happen like that, right, Well, right,

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Speaker 1: News twelve is you say you have very very right

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Speaker 1: and Cheddar because of the social fook print. I mean,

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Speaker 1: Cheddar is doing a billion views a month now, right

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Speaker 1: and it's not just Facebook LinkedIn, we do an enormous

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Speaker 1: amount of views. Instagram, TikTok were one of the top

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Speaker 1: publishers now too. You know, just everybody know what Cheddar is. No,

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Speaker 1: maybe not, but everybody knows the name Cheddar now. And

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Speaker 1: I would argue that, you know, maybe more people know

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Speaker 1: that the name Cheddar is a media company than a chiefe.

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Speaker 1: I mean when you when you Google Cheddar. Now, Um,

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Speaker 1: we've we've really hurt the dairy product hard. You know,

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Speaker 1: your s c O your s c O elves have

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Speaker 1: been hard at work. We don't even have the s

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Speaker 1: c O elves because you know, our site for Cheddar

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Speaker 1: is not that big. It's really more than distributed footprint

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Speaker 1: between YouTube and Twitter and all the places that the

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Speaker 1: content exists and all of the times are scoops have

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Speaker 1: been been you know, rewritten about. Um. You know that's

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Speaker 1: really what's what's caused that Cheddar was two new of

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Speaker 1: a site. You know, we started Cheddar in two thousand

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Speaker 1: and sixteen. You know, you you really can't get s

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Speaker 1: c O with new sites anymore. You know what I

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Speaker 1: what I like in it too, is it's like a

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Speaker 1: house with a house with with good old bones. They

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Speaker 1: don't they don't make them like they used to write.

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Speaker 1: Even sites that are not good anymore, and you know,

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Speaker 1: and don't really do news. I won't name them. I

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Speaker 1: don't want to ur anyone's feelings. Um. You know, they'll

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Speaker 1: get or SEO than we do just because of incumbency.

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Speaker 1: Because incumbancy, I mean incumbency with the way s c

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Speaker 1: O and the back links and I mean I worked

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Speaker 1: for a brief time at Google. I was very low

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Speaker 1: level there. But like you know, when we we have

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Speaker 1: low quality news sources, that will you know, reblog an

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Speaker 1: original scoop that one of our reporters did, um, and

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Speaker 1: you know that will get that will show up higher

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Speaker 1: in Google News and we'll get more traffic. And you know,

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Speaker 1: but that's just that's just the way it is. But

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Speaker 1: in that world and given the challenges that we know

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Speaker 1: for certain, you know, digital only services which I know

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Speaker 1: Cheddar is not that it has those extensions, but just

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Speaker 1: in that digital space, can you make it work? Finance?

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Speaker 1: So I never wanted to build a website. We never

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Speaker 1: even tried. You know, I said that I bet the

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Speaker 1: whole company on building what I called post cable networks. Right, um,

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Speaker 1: what comes after a cable network. When we started the company,

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Speaker 1: Sling was the only platform that existed, and our dream

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Speaker 1: in life was to get on Sling TV, and we

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Speaker 1: did to be a news survey into the channel sitting

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Speaker 1: next to c NBC and CNN to be a channel. Right,

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Speaker 1: we got there. You must be close to three years

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Speaker 1: ago at this point. And then in that time Hulu

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Speaker 1: Direct TV now Fubo, Filo YouTube TV, Roku channel, Pluto,

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Speaker 1: they all launched. Pluto have been around for a little bit,

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Speaker 1: but all those virtual MVPDs I mentioned launched. We got

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Speaker 1: channel position there. We've transitioned and Charter now And are

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Speaker 1: they paying you fees? No? No, everyone who knows it

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Speaker 1: not paying us fees. I've never claimed that that was

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Speaker 1: the other thing too, which is it immediately become clear

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Speaker 1: to me that they were not going to pay fees. Right,

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Speaker 1: No new channel was going to be launched and get

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Speaker 1: a fee. Right. In fact, you know when Fox launched

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Speaker 1: and it's funny to talk about Fox News with the

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Speaker 1: the Gabriel Sherman, uh you know thing on showtime now, right.

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Speaker 1: You know, they paid a fortune of money to get

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Speaker 1: that channel carried. So when everyone would say to me, well,

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Speaker 1: you're not getting paid, I would first of all say, well,

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Speaker 1: look who are who are? We were nobody and we

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Speaker 1: named our business network Cheddar, right, so we're not gonna

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Speaker 1: ask for anything. And the fact that they're even taking

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Speaker 1: our channel was an enormous battle. We we had to

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Speaker 1: prove to the carriers over the course of years the

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Speaker 1: Cheddar was good enough that they could put us next

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Speaker 1: to CNN and CNBC and Fox Business for free. And

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Speaker 1: the value to you is just distribution. The value to

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Speaker 1: us is unbelievably high quality, prestigious distribution in a finite environment,

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Speaker 1: in a world where advertisers increasingly are wary of buying internet, right,

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Speaker 1: and so Cheddar is not Internet. Cheddar is television. Cheddar

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Speaker 1: is connected television. And you know we can talk a

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Speaker 1: bit about the advertising products we're doing now under all tease,

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Speaker 1: but you know, unless you're Google or Facebook, internet advertising

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Speaker 1: is really not appealing to advertisers. Right then, we again,

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Speaker 1: after after so many years of digital is coming to

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Speaker 1: eat television's lunch, all of a sudden in the last

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Speaker 1: you know, eighteen to twenty four months, that worm has

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Speaker 1: really turned. It really has. But so how did again,

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Speaker 1: how did you fund an operation? Did you know, put

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Speaker 1: on very professional looking news count? So we did, you know,

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Speaker 1: I love inventing advertising products, and I've had great teams

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Speaker 1: to do it two times. And now we're working on

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Speaker 1: basically the third iteration of this at Buzzbey because you

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Speaker 1: previously we're CEO of BuzzFeed, President CEO of BuzzFeed. Yeah,

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Speaker 1: and we invented. I invented as an exaggeration. We did

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Speaker 1: the first large scale native advertising operation. And what's funny

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Speaker 1: is at the time I got an enormous amount of

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Speaker 1: heat for doing it. And the reason why I decided

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Speaker 1: to do it was I read Ogilvy on advertising and

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Speaker 1: saw advertorials and I was like, oh my god, avertorials.

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Speaker 1: That's the best advertising product. I should do that on BuzzFeed.

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Speaker 1: That will work a lot better than banners. And then

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Speaker 1: mixing content and messaging, marketing message, I mean writing a

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Speaker 1: branded post, branded listicals, you know, all of that stuff,

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Speaker 1: which from you know, I was at buzzbewelve was unbelievably

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Speaker 1: hard for me. It all broke in our favorite The

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Speaker 1: advertisers wanted the products, social traffic came, um, so on

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Speaker 1: and so forth. Then I got to Cheddar and I

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Speaker 1: was like, okay, I need to invent another average icing product.

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Speaker 1: And I looked out again and again I copied and

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Speaker 1: borrowed UM and saw a lower third which for the

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Speaker 1: for our listeners who don't like the bottom of the

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Speaker 1: screen where the text is on a news broadcast. And

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Speaker 1: I saw that advertisers would sponsor blocks of live programming.

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Speaker 1: So even on CNBC they have a thing called like uh,

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Speaker 1: you know, I think it's called a T and T

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Speaker 1: Comcast Executive Edge or a T and T Executive Edge

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Speaker 1: or something like that. Um MSNBC has a business show

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Speaker 1: sponsored by American Express on Saturday morning, Like it was

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Speaker 1: all happening out there, and I was like, oh, let's

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Speaker 1: turn up the volume to twelve on this. Let's make

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Speaker 1: this our whole product. Because we're too small right now

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Speaker 1: to have the scale of like standard advertising commercial insertion.

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Speaker 1: And then that was the product that we did at

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Speaker 1: at Cheddar mm hmm um. But again did it were

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Speaker 1: you able to was Cheddar able to have enough traction

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Speaker 1: in that world to be even to getting close to

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Speaker 1: break even? Yeah? And the anything, you know, the complexity.

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Speaker 1: Now I'm part of a publicly traded company, so before

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Speaker 1: you know, for our listeners who want to go back

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Speaker 1: in Google, like, I was unbelievably transparent over the years

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Speaker 1: with our revenue numbers, and you know, I think we

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Speaker 1: publicly we said publicly in the past. I guess you

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Speaker 1: know last year we did twenty seven million dollars right

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Speaker 1: that in twenty right, and we had profitable months and

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Speaker 1: we never burned that much capital, and you know, we

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Speaker 1: never the business was always unbelievably financially durable. I mean

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Speaker 1: it wasn't you know, it wasn't a business that was

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Speaker 1: doing hundreds or billions of dollars a year revenue. But

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Speaker 1: for a for a toddler um we had great clients

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Speaker 1: like you know, Duncan Donuts and Chase and City, and

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Speaker 1: they were happy with the performance and the brand lift studies.

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Speaker 1: We had a great little advertising business, and what kind

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Speaker 1: of feedback did you get from viewers? Like, what what

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Speaker 1: kind of viewers? What's your audience for Cheddar? We get

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Speaker 1: unbelievably limited data from the virtual m v p d s,

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Speaker 1: which is not dissimilar from you know what a traditional

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Speaker 1: cable network you know gets, right, um and Nielsen really,

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Speaker 1: you know, it is not very It's not very there,

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Speaker 1: I guess on measuring the stuff. You know, I don't

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Speaker 1: really feel like getting an angry phone call from Nielsen

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Speaker 1: right now. You know, It's been enough of it's been

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Speaker 1: enough struggles with them over the years, or Calm Score

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Speaker 1: for that matter. I mean, these these entities are really

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Speaker 1: not there, you know. Um. And so the feedback from

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Speaker 1: the viewers is anecdotal and survey based. And then on

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Speaker 1: the social we see what people stay on the social

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Speaker 1: clips and what have you. And it worked, I mean

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Speaker 1: it worked. If you we created a business network that

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Speaker 1: was focused on technology, you know, media innovation, we were

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Speaker 1: able to get all the top tier guests and you know,

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Speaker 1: senators and congressmen and women, and you know, by the

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Speaker 1: time this podcast airs will have had you know, Satya

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Speaker 1: Nadella on our air doing an interview um and so

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Speaker 1: the viewers were excited and they enjoyed it. And not

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Speaker 1: a week goes by that someone tells me they didn't

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Speaker 1: watch us on one of the platforms. You know, I'll

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Speaker 1: tell you the funniest thing is, you know, LinkedIn has

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Speaker 1: really been tremendous for us as well too. You know,

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Speaker 1: we do a lot of these gadget videos. There my

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Speaker 1: son was having his birthday already at a at a

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Speaker 1: Habaci restaurant, and I asked him to put Cheddar on

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Speaker 1: the TV because we're on Charter in New York City,

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Speaker 1: And a guy next to me at the bar said, oh, Cheddar.

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Speaker 1: You know, I really like their LinkedIn gadget videos. And

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Speaker 1: they have this like fake guy John Steinberg who posts

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Speaker 1: the gadget videos. I don't think he's a real person, right,

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Speaker 1: And uh I was like, no, he's a really that's me.

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Speaker 1: I'm the guy was like, you know, shocked. And the

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Speaker 1: reason why that is is because LinkedIn opened up video

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Speaker 1: posting to influence her pages before they opened it up

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Speaker 1: to corporate pages. And we've asked them, okay, well can

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Speaker 1: we you know, can we go crazy with my page

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Speaker 1: and post all of our Gadget videos to that and

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Speaker 1: they said yes. And so now people think I'm like

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Speaker 1: Frank Purdue, that I'm basically like not a real person,

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Speaker 1: you know that that just like this kind of like

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Speaker 1: spokesperson for the company that posts gadget videos. I'm here

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Speaker 1: to say, I'm here to tell you that this John

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Speaker 1: Steinberg is a real person. And again, um, it just

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Speaker 1: sounds like it sounds like, you know, distribution and getting that,

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Speaker 1: you know, getting your content out is such a patch

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Speaker 1: distrilt of literally LinkedIn page by Lincoln and and virtual

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Speaker 1: MVD by virtual MVPD and gas station you know, gas

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Speaker 1: station TV is one of our most important platforms. And

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Speaker 1: you know I I say that with no joke. And

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Speaker 1: that happened on a podcast. You know, Brian Morris, he

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Speaker 1: said to me on a podcast, he was teasing me

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Speaker 1: about my insatiable appetite for distribution. He said, why aren't

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Speaker 1: you on the gas pumps? I literally walked out of

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Speaker 1: the podcast. I called Daniel Schneider, who leads up our distribution,

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Speaker 1: and said, why aren't we on the gas stations? And

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Speaker 1: we do a news update I think several times a day.

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Speaker 1: The first one, I think our our reporter Baker Machado

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Speaker 1: records at four thirty in the morning, every day somebody

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Speaker 1: sees us on a gas station. In fact, somebody listening

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Speaker 1: to this podcast right now is saying, I just saw

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Speaker 1: a Cheddar on a gas stations filled up, remarked at

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Speaker 1: the price of gas, and got a got a report.

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Speaker 1: That kind of just putting the putting the Cheddar name

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Speaker 1: in somebody's head, even for two minutes at a gas

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Speaker 1: that's right, is invaluable, It's invaluable. And and distribution is

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Speaker 1: really king. And you know the line that content is

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Speaker 1: king is is wrong. It's wrong. It's it's been I

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Speaker 1: really think that it's been proven wrong in the past

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Speaker 1: few years. I love content. I've devoted my my life

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Speaker 1: to editorial. Um. I wish editorial was king. UM. But

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Speaker 1: distribution is king. And you know you you see it

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Speaker 1: when you um there's finite space on the systems. You

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Speaker 1: know when you walk through airports, you know CNN has

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Speaker 1: the CNN Airport Network. Um. And you know, distribution is

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Speaker 1: more important than than the content. And that's because no

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Speaker 1: matter how good your content is, if you can't get

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Speaker 1: it out there, um, you know, no one's gonna see

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Speaker 1: your reading and you know what what's funny is, you know,

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Speaker 1: one of my favorite new brands lately is um is Yetti.

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Speaker 1: I've got a little bit obsessed with Yetti cups and

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Speaker 1: Yetti coolers and and all of this stuff. Um. And

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Speaker 1: I was talking to my wife last night about Jetie

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Speaker 1: and she's like, you know, every store I go into,

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Speaker 1: there's a YETI end cap um. You know, during the

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Speaker 1: summer season, there's a YETI section in like basically every story.

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Speaker 1: You were tons of stores you walk into. Now there's

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Speaker 1: the cooler and the cups are stacked on top of it,

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Speaker 1: and the smaller coolers off to the left, and it's like,

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Speaker 1: you know, get Yetti stuff for your summer season, right,

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Speaker 1: And they really, I mean they figured that out too.

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Speaker 1: I mean, is Yettie the best coolers? I mean I

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Speaker 1: actually kind of think that they are the best coolers.

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Speaker 1: But and and that I guess the quality of the

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Speaker 1: cooler is in a way the editorial um. But also

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Speaker 1: they're putting this stuff everywhere, sticking with the New York

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Speaker 1: New York City theme here, it's the duyne Read model

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Speaker 1: of digital does be everywhere. I Mean, that's sort of

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Speaker 1: a great example to you know, is Dwayne Read Um,

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Speaker 1: which actually they don't even call them to Dyne Reads anymore,

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Speaker 1: do they? Or is Dwyne Read Buy. I think they're Walgreen. Yeah,

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Speaker 1: I mean, is Dwayne Read Rings just about right? Aid

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Speaker 1: talking about? I mean this is I mean? And and

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Speaker 1: you know, I mean one of you. One of your

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Speaker 1: questions is you know, why did I sell to all ties?

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Speaker 1: And um? You know scale is important? And um is

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Speaker 1: Dwayne Read the best drug store in New York City?

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Speaker 1: You know, I don't know. I mean, growing up, I

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Speaker 1: really like Dwyne Read. But you know it's also the

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Speaker 1: one that's closest to you. It's on every other corner.

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Speaker 1: You know. There's this advertising book UM called How Brands

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Speaker 1: Grow by Byron Sharp, Who's this amazing book. You know.

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Speaker 1: Tony Weissman from Duncan Donuts recommended it to me. And

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Speaker 1: the thing in the book is that that brands grow

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Speaker 1: through reachum, through reach and availability, I'm sorry, through salience

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Speaker 1: and availability. And what that means is half of Coca

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Speaker 1: Cola sales come from people who buy less than one

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Speaker 1: Coca Cola a year. Isn't that staggering? And the key

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Speaker 1: is that when you decide I want a crisp, refreshing,

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Speaker 1: bubbly beverage. You need to think Coca cola, and it

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Speaker 1: needs to be within arm's reach. And if either of

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Speaker 1: those steps falls down, if you don't think Coca cola,

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Speaker 1: or if you think Coca Cola but it's not an

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Speaker 1: arm's reach, it doesn't work. You'll move on. You'll move

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Speaker 1: on to something else, something down. So, you know, so

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Speaker 1: Cheddar could have the best technology, media and innovation business coverage,

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Speaker 1: and I believe that it does. And I believe that

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Speaker 1: we have the best reporters, producers, you know, I put

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Speaker 1: them up against anybody. But if in that moment, somebody says,

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Speaker 1: I want to see what's happening with Facebook's new cryptocurrency

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Speaker 1: or did Elon Musk, you know, really do that and

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Speaker 1: we're not within an arms reach, they will choose the

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Speaker 1: NBC or Fox Business or Bloomberg. Right, um, excuse me?

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Speaker 1: How have things changed for cheddar specifically with the alt steal.

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Speaker 1: I'm assuming more resources, kind of more infrastructure to do

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Speaker 1: what you do? You know, I really wanted the collaboration

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Speaker 1: to happen organically across these three units as quickly as possible,

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Speaker 1: and because I knew that if there was lots of

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Speaker 1: little collaboration, it would all sort of fall into place,

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Speaker 1: and that is what has happened, which is um. Cheddar

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Speaker 1: continues to do business updates to News twelve. News twelve

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Speaker 1: has given breaking local events to Cheddar. Twenty four has

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Speaker 1: taken events from the Middle East and pipe them into

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Speaker 1: both networks. We just did our first big ad campaign

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Speaker 1: for Soda Stream that integrated Cheddar branded content running on

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Speaker 1: News twelve, before the water, before the weather forecast, you know,

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Speaker 1: it's hot, have a soda stream, um. And then we

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Speaker 1: gave it massive scale using this division that we have,

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Speaker 1: this this programmatic TV division that we have called A

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Speaker 1: four And so we're you know, thirty sixty days whatever

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Speaker 1: it is, you know, post the close, and we're already

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Speaker 1: cross sharing content, cross sharing reporters and doing campaigns that

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Speaker 1: span the networks. Um. And there's no competition amongst the networks. Now.

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Speaker 1: You know again I won't I won't name names, right,

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Speaker 1: but there are news divisions at major conglomerated media companies

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Speaker 1: where the networks compete against each other, right, and you

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Speaker 1: know that is just um, that is just insane. I mean,

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Speaker 1: you know, I once remember when I worked at Google

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Speaker 1: I can't remember if it was Tim Armstrong or Tim Castelli,

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Speaker 1: who now is UM senior executive. I think at I

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Speaker 1: Heeart and you know there, I think there have been

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Speaker 1: conflict or squabbles or what have you amongst the salesforce

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Speaker 1: inside of Google. There has been some issue. And he said,

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Speaker 1: the competitions out there. The competition is out there and

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Speaker 1: he gestured outside the window, right, and so we've completely

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Speaker 1: avoided that. And you know, none of that has happened.

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Speaker 1: And you know, it's all one team and it's all

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Speaker 1: one news division, and the integration has gone unbelievably well.

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Speaker 1: Because it was also one of the reason why I

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Speaker 1: wanted to do this deal. If I had sold the

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Speaker 1: company to a telecom or media company that had a

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Speaker 1: large UM you know, media group operated by some um

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Speaker 1: you know, senior tenured person, you know, that person would

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Speaker 1: have it would have become fiefdoms immediately. That person's first

422
00:21:46,920 --> 00:21:49,080
Speaker 1: instinct would have been, like, you know, how do I

423
00:21:49,080 --> 00:21:51,960
Speaker 1: make John Steinberg fail? Like because because because if he's successful,

424
00:21:52,000 --> 00:21:53,680
Speaker 1: that that's not going to be good for me, right,

425
00:21:54,080 --> 00:21:56,159
Speaker 1: and you see it every day, right, But there was

426
00:21:56,280 --> 00:21:59,240
Speaker 1: there's there's no one at all ties that feels that way.

427
00:21:59,320 --> 00:22:03,840
Speaker 1: Everybody feels like, let's make the news division successful. We

428
00:22:03,920 --> 00:22:07,240
Speaker 1: don't have it competing with the drama or comedies division

429
00:22:07,359 --> 00:22:11,520
Speaker 1: for resources. And it's ultimately a very small part of

430
00:22:11,520 --> 00:22:14,560
Speaker 1: our business today. And that's a good thing because you know,

431
00:22:14,640 --> 00:22:20,119
Speaker 1: alties News is and was much bigger than Cheddar from

432
00:22:20,160 --> 00:22:24,240
Speaker 1: a viewership and a revenue standpoint, but not by a

433
00:22:24,359 --> 00:22:28,200
Speaker 1: factor of a hundred or five hundred like it would

434
00:22:28,240 --> 00:22:30,600
Speaker 1: have been if we went to a different conglomerated media company.

435
00:22:30,720 --> 00:22:35,679
Speaker 1: So the organization and company is also unbelievably flat and

436
00:22:35,840 --> 00:22:39,440
Speaker 1: small at the senior executive level. And everybody knows that.

437
00:22:39,480 --> 00:22:41,760
Speaker 1: I mean, you know, Patrick draw he is our chairman.

438
00:22:42,080 --> 00:22:45,560
Speaker 1: Dexter GOI is our CEO. You know, Charles Stewart is UM.

439
00:22:45,880 --> 00:22:49,600
Speaker 1: Charlie Stewart is our president and CFO. And that is

440
00:22:49,640 --> 00:22:51,680
Speaker 1: the totality of the manage. I mean, there's other people

441
00:22:51,680 --> 00:22:53,200
Speaker 1: I work with on part but that, but that's sort

442
00:22:53,240 --> 00:22:56,159
Speaker 1: of the totality of it. I don't have interdivisional heads

443
00:22:56,280 --> 00:22:59,479
Speaker 1: that you know, I need to swabble with. Right, you

444
00:22:59,480 --> 00:23:01,480
Speaker 1: did not. You did not try to plug into a

445
00:23:01,600 --> 00:23:05,720
Speaker 1: much larger operation, is right? I plugged into UM, the

446
00:23:05,800 --> 00:23:08,720
Speaker 1: fourth largest and I would argue best operating cable company

447
00:23:08,760 --> 00:23:13,560
Speaker 1: in the United States. Um, and a relatively small or

448
00:23:13,760 --> 00:23:17,199
Speaker 1: or the smallest media division of any of the cable companies, right,

449
00:23:17,440 --> 00:23:19,280
Speaker 1: I mean, I guess you could argue just Charter. You know,

450
00:23:19,280 --> 00:23:22,360
Speaker 1: it's Charters, you know, media operation of comparable size. But

451
00:23:22,760 --> 00:23:24,440
Speaker 1: but even they have gone into dramas, so you could

452
00:23:24,480 --> 00:23:28,320
Speaker 1: argue that, you know, what I said is accurate. Um,

453
00:23:28,359 --> 00:23:33,199
Speaker 1: what would you say? Excuse me? Let's you know, we

454
00:23:33,280 --> 00:23:36,840
Speaker 1: know that the digital the digital native advertising excuse me.

455
00:23:37,119 --> 00:23:39,480
Speaker 1: We know that the digital native advertising market can be

456
00:23:39,600 --> 00:23:42,639
Speaker 1: very tough and has been challenged. What about but we

457
00:23:42,720 --> 00:23:47,160
Speaker 1: also hear that local news and local news is also sorry,

458
00:23:47,240 --> 00:23:51,119
Speaker 1: let start that again. We know that the digital native

459
00:23:51,200 --> 00:23:55,240
Speaker 1: advertising market is very challenged. What about the hyperlocal market?

460
00:23:55,320 --> 00:23:57,440
Speaker 1: We know that the local spot market has been pretty

461
00:23:57,480 --> 00:23:59,600
Speaker 1: soft in recent quarters. Well again, I you know, I

462
00:23:59,640 --> 00:24:02,240
Speaker 1: gotta be careful because it's a public company. But um,

463
00:24:02,280 --> 00:24:04,560
Speaker 1: you know, News to Alls viewership has has been you know,

464
00:24:04,920 --> 00:24:07,000
Speaker 1: it's strongest. I mean, it's strongest and I don't know

465
00:24:07,040 --> 00:24:10,640
Speaker 1: what ever, but it's it's strongest in years, right, and so, um,

466
00:24:10,680 --> 00:24:13,920
Speaker 1: the business there is unbelievably robust. Um, you know where

467
00:24:13,920 --> 00:24:15,560
Speaker 1: I thought you were going with the question, is is

468
00:24:15,880 --> 00:24:19,720
Speaker 1: just digital advertising or sponsorship advertising or effectively the business

469
00:24:19,760 --> 00:24:23,600
Speaker 1: that I'm I'm in right now. And you know, a

470
00:24:23,640 --> 00:24:25,920
Speaker 1: little preview, it's not even that much of a preview

471
00:24:25,960 --> 00:24:28,120
Speaker 1: because we're already in market with that. We're we're completely

472
00:24:28,119 --> 00:24:30,399
Speaker 1: reinventing the advertising product again. You know, the product that

473
00:24:30,400 --> 00:24:33,160
Speaker 1: we've bring more than News twelve well for Alties News,

474
00:24:33,240 --> 00:24:36,320
Speaker 1: for Altise news, and really you know, you know what

475
00:24:36,400 --> 00:24:39,560
Speaker 1: it is is with our A four division, we're able

476
00:24:39,600 --> 00:24:42,919
Speaker 1: to deliver ads on an IP basis, and we're able

477
00:24:43,000 --> 00:24:45,840
Speaker 1: to track conversion. You know, did people buy the product,

478
00:24:45,960 --> 00:24:47,600
Speaker 1: visit the site, you know, go into the store and

479
00:24:47,640 --> 00:24:50,400
Speaker 1: do any of those things. And that's what the advertisers want.

480
00:24:50,440 --> 00:24:54,879
Speaker 1: The advertisers want that. Um, they are unbelievably uncomfortable with

481
00:24:54,920 --> 00:24:57,760
Speaker 1: brand advertising unless it's a billboard, which, for for god

482
00:24:57,760 --> 00:25:00,679
Speaker 1: knows what reason, they can't buy enough billboards. Right. We

483
00:25:00,840 --> 00:25:04,000
Speaker 1: then tied to that product the branded integrations that I've

484
00:25:04,000 --> 00:25:06,800
Speaker 1: been doing for Cheddar for the past three years, and

485
00:25:06,840 --> 00:25:09,920
Speaker 1: that's a package that's unbelievably exciting to the advertiser. It's

486
00:25:09,960 --> 00:25:12,800
Speaker 1: results driven, it's completely measurable, It plugs into all their

487
00:25:12,840 --> 00:25:17,119
Speaker 1: systems and they get a live read integration for you know,

488
00:25:17,160 --> 00:25:19,520
Speaker 1: so to stream or dunkin donuts or what have you.

489
00:25:19,960 --> 00:25:23,639
Speaker 1: And that kind of tracking, yes, is something that you

490
00:25:23,680 --> 00:25:27,280
Speaker 1: couldn't do it Cheddar, but through the resources that we had.

491
00:25:27,320 --> 00:25:31,480
Speaker 1: So A, we had never developed any kind of programmatic

492
00:25:31,840 --> 00:25:34,440
Speaker 1: advertising technology. We were small. We were focused on building

493
00:25:34,440 --> 00:25:38,160
Speaker 1: a network. And B we didn't own any pipes um

494
00:25:38,240 --> 00:25:40,320
Speaker 1: and we certainly didn't known any cable boxes and we

495
00:25:40,320 --> 00:25:43,000
Speaker 1: didn't we didn't have um, you know, any delivery. And

496
00:25:43,040 --> 00:25:45,920
Speaker 1: so yes, this is a whole thing um that has

497
00:25:45,960 --> 00:25:48,119
Speaker 1: been at all Ties for a number of years and

498
00:25:48,160 --> 00:25:50,919
Speaker 1: now we're tying together that the sponsorship component of I

499
00:25:51,000 --> 00:25:53,600
Speaker 1: call it performance Plus. That's the name I'm going to

500
00:25:53,680 --> 00:25:56,000
Speaker 1: take to market. And you know the reason why is

501
00:25:56,359 --> 00:25:59,000
Speaker 1: its performance which is what the advertisers are clamoring for,

502
00:25:59,600 --> 00:26:03,880
Speaker 1: plus the sponsorship, the integration, the sizzle that they love

503
00:26:04,200 --> 00:26:07,040
Speaker 1: but are deeply uncomfortable paying for. Is it. Does it

504
00:26:07,080 --> 00:26:10,919
Speaker 1: give you an advantage? Being that you're hyperlocal focus, I'm

505
00:26:10,920 --> 00:26:13,280
Speaker 1: guessing there's an advertising base that you would go to

506
00:26:13,440 --> 00:26:16,720
Speaker 1: that others are not that larger nation. You know, larger

507
00:26:16,760 --> 00:26:19,520
Speaker 1: operations would not be what's great again. Another area where

508
00:26:19,520 --> 00:26:22,040
Speaker 1: there was no overlap between what I do and what

509
00:26:22,119 --> 00:26:25,360
Speaker 1: Altis had done is Altis has a robust local advertising

510
00:26:25,400 --> 00:26:30,080
Speaker 1: business because local advertisers on News twelve, we'll pay a

511
00:26:30,119 --> 00:26:33,640
Speaker 1: super premium for you know, on a CPM basis, because

512
00:26:33,920 --> 00:26:37,480
Speaker 1: if you're the local pest control company or the awning company,

513
00:26:37,600 --> 00:26:40,080
Speaker 1: or the auto dealer or any of these things, you

514
00:26:40,119 --> 00:26:42,960
Speaker 1: need to target people that are in a you know,

515
00:26:44,600 --> 00:26:47,640
Speaker 1: however many mile radius. Right, We're not in that business.

516
00:26:47,680 --> 00:26:49,439
Speaker 1: We turn on the TV. We want to know what

517
00:26:49,480 --> 00:26:52,760
Speaker 1: the weather is in their little patch, and you long

518
00:26:53,080 --> 00:26:54,960
Speaker 1: and it works. You know, It's really funny. Is like,

519
00:26:55,040 --> 00:26:58,240
Speaker 1: you know, in Long Island last year, there had a

520
00:26:58,240 --> 00:27:00,960
Speaker 1: hornet's nest, right, and I decided to solve the hornets

521
00:27:01,000 --> 00:27:04,320
Speaker 1: nest myself, and um, I went in there and I

522
00:27:04,320 --> 00:27:06,600
Speaker 1: got like badly stung right trying to do it. And

523
00:27:06,640 --> 00:27:08,520
Speaker 1: then I was watching News twelve like a couple of

524
00:27:08,520 --> 00:27:10,719
Speaker 1: weekends ago, and one of the pest control ads came

525
00:27:10,760 --> 00:27:12,080
Speaker 1: up and I thought to myself, oh, you know what,

526
00:27:12,119 --> 00:27:13,720
Speaker 1: and I literally I wrote down the number, and I'm like,

527
00:27:13,720 --> 00:27:15,840
Speaker 1: I'm gonna use that pest control company instead of getting

528
00:27:15,840 --> 00:27:18,600
Speaker 1: stung by the hornet this year, right, and like you

529
00:27:18,600 --> 00:27:21,320
Speaker 1: can't that kind of advertising? Does mean everybody in Long

530
00:27:21,359 --> 00:27:24,560
Speaker 1: Island right now is watching News twelve on a Saturday morning,

531
00:27:24,960 --> 00:27:27,000
Speaker 1: and half of those people have a hornet's nest in

532
00:27:27,040 --> 00:27:32,600
Speaker 1: their backyard, right, Like I mean that mean that's that's magic, right, Right. Um,

533
00:27:32,760 --> 00:27:35,119
Speaker 1: let's talk about let's on the other end of the

534
00:27:35,119 --> 00:27:39,120
Speaker 1: scale that you have recently, you know, signaled some big

535
00:27:39,160 --> 00:27:43,119
Speaker 1: ambitions for news, which is a relatively like Cheddar, a

536
00:27:43,160 --> 00:27:46,920
Speaker 1: relatively start up operations. You're in an interesting position because

537
00:27:46,960 --> 00:27:49,240
Speaker 1: you have a hyper local news operation that happens to

538
00:27:49,280 --> 00:27:53,720
Speaker 1: be in New York City and an internationally focused news operation.

539
00:27:53,760 --> 00:27:56,560
Speaker 1: I would imagine that there's some nice marriages between those

540
00:27:56,600 --> 00:27:58,760
Speaker 1: two at times. Oh yes, and and and there's even

541
00:27:58,760 --> 00:28:02,760
Speaker 1: more marriages really but tween Cheddar and I twenty four

542
00:28:02,880 --> 00:28:06,159
Speaker 1: because you know, we had a national news network that

543
00:28:06,200 --> 00:28:09,080
Speaker 1: we call Cheddar Big News or or then we kind

544
00:28:09,080 --> 00:28:11,879
Speaker 1: of rebranded just a Cheddar News, right, we've now collapsed

545
00:28:11,920 --> 00:28:14,600
Speaker 1: that brand into I twenty four and so I twenty

546
00:28:14,640 --> 00:28:18,080
Speaker 1: four which is in you know, thirty five forty million homes.

547
00:28:18,119 --> 00:28:21,199
Speaker 1: It's on a T and T and Media com and

548
00:28:21,240 --> 00:28:25,399
Speaker 1: obviously our system and it's also on Charter um you.

549
00:28:25,440 --> 00:28:27,359
Speaker 1: We now have one network under the rubric of I

550
00:28:27,480 --> 00:28:32,520
Speaker 1: twenty four, which is international news with a heavy focus

551
00:28:32,640 --> 00:28:36,000
Speaker 1: on Middle East UM. One of our our headquarters for

552
00:28:36,240 --> 00:28:38,880
Speaker 1: twenty four is actually Jaffa Port in Tel Aviv, Israel,

553
00:28:39,680 --> 00:28:43,040
Speaker 1: and then we supplement that with national news from Cheddar,

554
00:28:43,280 --> 00:28:45,000
Speaker 1: and we have we have a white house presence for Cheddar.

555
00:28:45,000 --> 00:28:46,520
Speaker 1: We actually have a white house presence for our twenty

556
00:28:46,520 --> 00:28:49,280
Speaker 1: four as well. We're putting all those people together and

557
00:28:49,360 --> 00:28:51,960
Speaker 1: so it's a robust network now for people that are

558
00:28:51,960 --> 00:28:54,840
Speaker 1: interested in domestic affairs, international affairs and care about the

559
00:28:54,840 --> 00:29:00,720
Speaker 1: Middle East. Is that from the origins of I think

560
00:29:00,720 --> 00:29:03,440
Speaker 1: there might be a perception in the in the news

561
00:29:03,480 --> 00:29:08,160
Speaker 1: industry that there is an ideological not ideological focus to

562
00:29:08,200 --> 00:29:10,440
Speaker 1: the programming, But the origins of the network were sort

563
00:29:10,440 --> 00:29:14,080
Speaker 1: of ideologically driven in that ALTIES Chairman Patrick Dray, as

564
00:29:14,120 --> 00:29:17,320
Speaker 1: I understand, felt like there was a there was a

565
00:29:17,360 --> 00:29:20,800
Speaker 1: missing perspective in coverage of Middle East, which which tended

566
00:29:20,840 --> 00:29:25,600
Speaker 1: to be dominated by excuse me that there wasn't that

567
00:29:25,680 --> 00:29:28,000
Speaker 1: Alties Chairman Patrick d He felt like there was a

568
00:29:28,040 --> 00:29:32,080
Speaker 1: missing perspective on Middle East coverage and wanted to launch

569
00:29:32,160 --> 00:29:34,320
Speaker 1: this but it's I mean, you sound like you're very

570
00:29:34,360 --> 00:29:37,600
Speaker 1: much running a business. Yeah, well, I think that. I

571
00:29:37,600 --> 00:29:40,240
Speaker 1: won't speak for Patrick, but the view for I four

572
00:29:40,480 --> 00:29:44,720
Speaker 1: was that Middle Eastern news and news from Israel was there,

573
00:29:44,840 --> 00:29:46,720
Speaker 1: there wasn't enough of it, and that there was an

574
00:29:46,720 --> 00:29:49,600
Speaker 1: open space in the market, and that so much of

575
00:29:49,600 --> 00:29:53,200
Speaker 1: what happens in the Middle East affects the entire world,

576
00:29:53,640 --> 00:29:57,240
Speaker 1: and that you know what is many people watch uh

577
00:29:57,280 --> 00:30:00,280
Speaker 1: an international news network focused on the Middle East, would

578
00:30:00,280 --> 00:30:03,360
Speaker 1: watch a Thursday night football game, or would watch you know,

579
00:30:03,760 --> 00:30:05,960
Speaker 1: Ellen DeGeneres is Game of Games, which is a funny

580
00:30:05,960 --> 00:30:07,680
Speaker 1: show I was watching with my mom last night. No,

581
00:30:07,960 --> 00:30:09,880
Speaker 1: the the audience would not be as large for that,

582
00:30:09,920 --> 00:30:12,280
Speaker 1: but it would be an important audience. It would be

583
00:30:12,280 --> 00:30:14,800
Speaker 1: an important news audience, and we could do it at

584
00:30:14,800 --> 00:30:17,200
Speaker 1: a cost, structure and scale um that would make it

585
00:30:17,240 --> 00:30:20,040
Speaker 1: a great business. And that's that's effectively you know what

586
00:30:20,080 --> 00:30:22,520
Speaker 1: it is. It does not, in my view, have it

587
00:30:22,600 --> 00:30:26,400
Speaker 1: have an ideological bend. I think the only ideological bend

588
00:30:26,400 --> 00:30:28,720
Speaker 1: that you could point to is that the network is

589
00:30:28,760 --> 00:30:32,880
Speaker 1: broadcast out of Israel and therefore definitely has the belief

590
00:30:32,920 --> 00:30:35,800
Speaker 1: that Israel as a country should exist and that Israel's

591
00:30:35,800 --> 00:30:39,640
Speaker 1: a country, is an important country, now, you know. Um,

592
00:30:39,920 --> 00:30:41,640
Speaker 1: you know, it's funny speaking to you as as as

593
00:30:41,640 --> 00:30:43,840
Speaker 1: a Jewish person. You know, I believe that Israel should exist,

594
00:30:43,880 --> 00:30:47,000
Speaker 1: you know, I do it. It's it's odd to me that, Um,

595
00:30:47,040 --> 00:30:50,200
Speaker 1: you know, in some places that's a controversial viewpoint. I

596
00:30:50,440 --> 00:30:53,520
Speaker 1: do not view that as a controversial viewpoint. And and

597
00:30:53,600 --> 00:30:56,240
Speaker 1: but but the presentation, I mean, you feel like it

598
00:30:56,320 --> 00:31:00,360
Speaker 1: is a It is an objective presentation of news and

599
00:31:01,080 --> 00:31:05,520
Speaker 1: it's not. It does not come from an opinion perspective. Absolutely.

600
00:31:05,560 --> 00:31:07,600
Speaker 1: I mean I I think that when you watch our

601
00:31:08,080 --> 00:31:10,360
Speaker 1: slate of you know, evening shows, whether it's you know,

602
00:31:10,400 --> 00:31:13,480
Speaker 1: Michelle's show or um, you know, the three hour block

603
00:31:13,560 --> 00:31:16,160
Speaker 1: that runs in the evening, I think that the anchors

604
00:31:16,160 --> 00:31:19,280
Speaker 1: are free to interject, you know, they're fact based opinions,

605
00:31:19,280 --> 00:31:21,080
Speaker 1: which is basically always the rule that I had had

606
00:31:21,080 --> 00:31:24,200
Speaker 1: at Cheddar, which is, if it's backed up by a fact,

607
00:31:24,240 --> 00:31:26,240
Speaker 1: and in the context of a fact, you are able

608
00:31:26,320 --> 00:31:28,240
Speaker 1: to state an opinion. You can't just say that, you know,

609
00:31:28,600 --> 00:31:31,040
Speaker 1: I don't like this leader, or I don't like this politician,

610
00:31:31,160 --> 00:31:33,520
Speaker 1: or you know, this person is such and such. But

611
00:31:33,560 --> 00:31:36,360
Speaker 1: you can say, you know, the number was this, and

612
00:31:36,400 --> 00:31:40,160
Speaker 1: therefore my conclusion is you know that, right, And that's

613
00:31:40,200 --> 00:31:42,080
Speaker 1: what I think that we do. I think that especially

614
00:31:42,120 --> 00:31:43,680
Speaker 1: if you watch the shows that are on you know,

615
00:31:43,720 --> 00:31:46,160
Speaker 1: prior to that block, like you know, strictly security, which

616
00:31:46,200 --> 00:31:48,920
Speaker 1: is you know, focused on the security of the state

617
00:31:49,120 --> 00:31:51,680
Speaker 1: and defense and all of these issues which are obviously

618
00:31:51,680 --> 00:31:54,880
Speaker 1: an important part of the Middle East. Um, it's very

619
00:31:54,960 --> 00:31:57,680
Speaker 1: very fact based. I mean, you know, I was out there,

620
00:31:57,800 --> 00:32:00,719
Speaker 1: um you know a I guess I was out there

621
00:32:00,720 --> 00:32:02,680
Speaker 1: a month or two ago with one of our reporters,

622
00:32:02,960 --> 00:32:05,280
Speaker 1: you know, at the Gaza Strip, you know, you know,

623
00:32:05,320 --> 00:32:07,760
Speaker 1: far enough away that I could literally see the fences,

624
00:32:07,800 --> 00:32:11,280
Speaker 1: you know, and there's not that many reporters that are

625
00:32:11,320 --> 00:32:14,960
Speaker 1: there that are shooting footage you know, right there kind

626
00:32:14,960 --> 00:32:17,680
Speaker 1: of you know, you peering into the barriers, right. And

627
00:32:17,760 --> 00:32:19,880
Speaker 1: so I think that the most important thing that we

628
00:32:19,960 --> 00:32:21,920
Speaker 1: do is that we're there and we covered extensively, and

629
00:32:21,920 --> 00:32:24,520
Speaker 1: you're there on a permanent basis. You're not parachuting in

630
00:32:24,600 --> 00:32:28,160
Speaker 1: for the latest crisis. No. I mean, how many how

631
00:32:28,160 --> 00:32:31,360
Speaker 1: many news networks are based in Tel Aviv that broadcast

632
00:32:31,440 --> 00:32:33,680
Speaker 1: into the US, I don't know, I can't think of

633
00:32:33,720 --> 00:32:36,440
Speaker 1: another one. I mean there's bureaus, but like our headquarters

634
00:32:36,520 --> 00:32:40,480
Speaker 1: is there, and so UM I think we are certainly

635
00:32:40,720 --> 00:32:45,640
Speaker 1: the most rooted physically in the Middle East of any

636
00:32:45,680 --> 00:32:49,040
Speaker 1: network UM that broadcasts into the US. Now, look, I

637
00:32:49,040 --> 00:32:52,400
Speaker 1: mean maybe maybe CNN could argue that when they you know,

638
00:32:52,400 --> 00:32:54,760
Speaker 1: when they total up the number of reporters that they

639
00:32:54,800 --> 00:32:56,640
Speaker 1: have in the region, that it's more than US. And

640
00:32:56,680 --> 00:32:58,840
Speaker 1: you know, maybe that is the case. Right, But but

641
00:33:00,040 --> 00:33:04,680
Speaker 1: as you know, three studios broadcasting in French, Arabic and

642
00:33:04,760 --> 00:33:08,200
Speaker 1: English in Jaffa port in Tel Aviv. I mean, that's

643
00:33:08,280 --> 00:33:11,120
Speaker 1: that's a substantial effort. That's it is. It is a

644
00:33:11,160 --> 00:33:15,040
Speaker 1: growing operation. How has it been domestically in the US?

645
00:33:15,200 --> 00:33:18,480
Speaker 1: You know, linear channel launches are are certainly becoming fewer

646
00:33:18,480 --> 00:33:20,920
Speaker 1: and fewer. Yeah, how has it been? What's the reception

647
00:33:21,000 --> 00:33:24,760
Speaker 1: been to this, to to gaining carriage for the channel? How?

648
00:33:25,000 --> 00:33:27,080
Speaker 1: How how far do you think you could go? Well,

649
00:33:27,120 --> 00:33:28,640
Speaker 1: I think, you know, the question could also be sort

650
00:33:28,640 --> 00:33:30,920
Speaker 1: of put to all of the carriage that we've gotten

651
00:33:31,000 --> 00:33:34,880
Speaker 1: for whether it's Cheddar or I twenty four UM. You know,

652
00:33:34,920 --> 00:33:39,240
Speaker 1: over the past few years, and the line between UM

653
00:33:39,240 --> 00:33:43,920
Speaker 1: O T T and Linear is blurring, you know, especially

654
00:33:43,920 --> 00:33:46,080
Speaker 1: when you're a channel like Cheddar that doesn't get a fee.

655
00:33:46,560 --> 00:33:49,080
Speaker 1: And so we set out to get all the virtual

656
00:33:49,200 --> 00:33:51,000
Speaker 1: m v P D, all the O T T products,

657
00:33:51,000 --> 00:33:53,440
Speaker 1: the hulus and the YouTube TVs and the slings because

658
00:33:53,480 --> 00:33:56,000
Speaker 1: it was much easier than getting carriage on the boxes,

659
00:33:56,120 --> 00:34:00,440
Speaker 1: right UM. But then once we had done that, you know,

660
00:34:00,560 --> 00:34:03,360
Speaker 1: Charter to their credit. UM was the first to say,

661
00:34:03,440 --> 00:34:05,200
Speaker 1: you know what, we think Cheddar is good and we're

662
00:34:05,200 --> 00:34:07,120
Speaker 1: going to launch it in our over the top product,

663
00:34:07,160 --> 00:34:10,640
Speaker 1: which they do. It's called Spectrum Essentials, which broadband customers

664
00:34:10,640 --> 00:34:12,200
Speaker 1: can get. And by the way, we like it, and

665
00:34:12,200 --> 00:34:14,040
Speaker 1: we're also going to put it on the box and John,

666
00:34:14,080 --> 00:34:15,640
Speaker 1: are you cool with that? And I was such guys,

667
00:34:15,680 --> 00:34:17,560
Speaker 1: that's you know, so kind of you. And of course

668
00:34:17,600 --> 00:34:19,080
Speaker 1: I would you tell me how high I have to

669
00:34:19,160 --> 00:34:22,319
Speaker 1: jump to make that happen? Right? And so you know,

670
00:34:22,719 --> 00:34:24,359
Speaker 1: if you take a customer or take one of our

671
00:34:24,400 --> 00:34:27,160
Speaker 1: customers and our foot print, Cheddar is now on UM.

672
00:34:27,360 --> 00:34:29,440
Speaker 1: You can get it on Optimum three different ways and

673
00:34:29,480 --> 00:34:31,360
Speaker 1: soon suddenly link. You can get it on our traditional

674
00:34:31,400 --> 00:34:33,600
Speaker 1: set top box, you can get it on our alties

675
00:34:33,680 --> 00:34:35,719
Speaker 1: one product UM, or you can get it through our

676
00:34:35,719 --> 00:34:38,600
Speaker 1: altis one app. UM You know with without even having

677
00:34:38,640 --> 00:34:41,759
Speaker 1: any kind of um, you know, physical hardware connection and

678
00:34:41,760 --> 00:34:44,399
Speaker 1: so it's all blurred, and you know, our alties one

679
00:34:44,440 --> 00:34:47,640
Speaker 1: box is not fundamentally different from a Roku or any

680
00:34:47,719 --> 00:34:50,600
Speaker 1: other way that you would get your content. Is linear

681
00:34:50,680 --> 00:34:53,160
Speaker 1: distribution for I twenty four though? Is that? Is that

682
00:34:53,200 --> 00:34:56,239
Speaker 1: a goal? Is that? Are you that linear? Your aim

683
00:34:56,320 --> 00:34:59,920
Speaker 1: to to grow that linear distribution based in in traditional cable,

684
00:35:00,120 --> 00:35:02,680
Speaker 1: traditional m v P D s. Well, I care more

685
00:35:02,719 --> 00:35:05,560
Speaker 1: about the new platforms that are emerging. Um, it's always

686
00:35:05,560 --> 00:35:07,479
Speaker 1: good about these podcasts as you hope that the people

687
00:35:07,520 --> 00:35:09,319
Speaker 1: listen to them who you want to do the deals with, right,

688
00:35:09,719 --> 00:35:11,919
Speaker 1: and so you know, if you look at the forthcoming

689
00:35:12,680 --> 00:35:15,640
Speaker 1: Warner Skinny bundle, if you look at the forthcoming Disney

690
00:35:15,640 --> 00:35:19,359
Speaker 1: Plus bundle, right, Um, I don't. I don't know how

691
00:35:19,360 --> 00:35:21,640
Speaker 1: they feel about taking High twenty four or Cheddar or

692
00:35:21,680 --> 00:35:25,520
Speaker 1: News twelve. But if I was given my choice between, um,

693
00:35:25,560 --> 00:35:28,560
Speaker 1: you know, fighting for carriage and distribution for E twenty

694
00:35:28,560 --> 00:35:31,640
Speaker 1: four on the traditional infrastructure or trying to get it

695
00:35:31,640 --> 00:35:34,239
Speaker 1: on Disney Plus, it seems obvious to me where the

696
00:35:34,239 --> 00:35:37,000
Speaker 1: future is going, right, And so the goal is for

697
00:35:37,040 --> 00:35:40,880
Speaker 1: our network is we need linear live distribution because news

698
00:35:40,960 --> 00:35:42,960
Speaker 1: is watched live. Nobody says like, oh, I want to

699
00:35:42,960 --> 00:35:44,759
Speaker 1: catch up on that show. I mean maybe certain Fox

700
00:35:44,800 --> 00:35:47,520
Speaker 1: Opinion shows people record and they religiously go back and watch.

701
00:35:47,520 --> 00:35:49,879
Speaker 1: But for the most part, it's like, what's going on,

702
00:35:50,000 --> 00:35:52,120
Speaker 1: Let me watch twenty four, what's happening in the market,

703
00:35:52,160 --> 00:35:54,000
Speaker 1: Let me watch Cheddar? You know, is it going to

704
00:35:54,120 --> 00:35:55,960
Speaker 1: rain today? And what should I do on Saturday? Let

705
00:35:55,960 --> 00:35:59,160
Speaker 1: me watch news twelve. Right, that's the behavior. So anywhere

706
00:35:59,200 --> 00:36:02,360
Speaker 1: people are gonna get video and are gonna gonna do

707
00:36:02,520 --> 00:36:06,040
Speaker 1: that behavior, that's where we need to be. Altis also

708
00:36:06,120 --> 00:36:08,399
Speaker 1: does cover We've been talking about the New York City area,

709
00:36:08,440 --> 00:36:11,799
Speaker 1: but ALTI does have operations in other states. Is there

710
00:36:11,840 --> 00:36:16,600
Speaker 1: any any thought of hyperlocal or or bringing a shutter

711
00:36:16,680 --> 00:36:20,440
Speaker 1: products in other areas? You're you're you're raising sudden Link,

712
00:36:20,480 --> 00:36:23,799
Speaker 1: which is a spectacular system that we own UM that

713
00:36:23,920 --> 00:36:25,360
Speaker 1: you know, I often kind of try to explain to

714
00:36:25,400 --> 00:36:29,520
Speaker 1: people is UM, you know, unbelievably sort of scattered throughout

715
00:36:29,920 --> 00:36:31,959
Speaker 1: what I would call Eastern Midwest is how I would

716
00:36:32,000 --> 00:36:34,120
Speaker 1: kind of describe the region that it's in UM and

717
00:36:34,239 --> 00:36:37,600
Speaker 1: it has UM all of the same services, and our

718
00:36:37,640 --> 00:36:41,120
Speaker 1: altis one box that the Optimum region. Does everybody knows

719
00:36:41,120 --> 00:36:42,920
Speaker 1: Optimum because I'm a New York when I'm here. But

720
00:36:42,920 --> 00:36:45,600
Speaker 1: but sudden Link is a great system as well too,

721
00:36:46,040 --> 00:36:49,800
Speaker 1: and um I two is obviously on sudden Link. Cheddar

722
00:36:49,800 --> 00:36:51,840
Speaker 1: will launch on sudden Link in the coming weeks. The

723
00:36:51,880 --> 00:36:53,520
Speaker 1: way we do the rollout, we wanted to test it

724
00:36:53,520 --> 00:36:56,280
Speaker 1: in this region first from a technical perspective before pushing

725
00:36:56,280 --> 00:36:58,960
Speaker 1: it to the sudden Link region. UM. We actually called

726
00:36:58,960 --> 00:37:00,640
Speaker 1: the regions the East and the Way because you know

727
00:37:00,680 --> 00:37:02,479
Speaker 1: where on the east and suddenly is to the west

728
00:37:02,480 --> 00:37:06,759
Speaker 1: of us UM, and that's like St. Louis. There's a St.

729
00:37:06,800 --> 00:37:09,799
Speaker 1: Louis in the area, any other major areas in the

730
00:37:09,880 --> 00:37:13,160
Speaker 1: Midwest or it's I mean they're all they're all scattered

731
00:37:13,239 --> 00:37:15,239
Speaker 1: small markets behind larger and when you look at it

732
00:37:15,200 --> 00:37:16,520
Speaker 1: on a map, it almost looks like a sort of

733
00:37:16,520 --> 00:37:19,279
Speaker 1: like a beautiful like like patchwork, right and then but

734
00:37:19,320 --> 00:37:21,520
Speaker 1: that's going to be challenging to gain any kind of

735
00:37:21,680 --> 00:37:24,359
Speaker 1: scale for anything really local. I mean, you know, well

736
00:37:24,440 --> 00:37:27,759
Speaker 1: for them, if we were to launching News twelve, you're asking, um,

737
00:37:27,800 --> 00:37:29,880
Speaker 1: you know it's not it's not on the I got,

738
00:37:29,960 --> 00:37:31,640
Speaker 1: you know, a lot of wood to chop right now,

739
00:37:31,800 --> 00:37:33,560
Speaker 1: but I would like to do it. I mean, you know,

740
00:37:33,600 --> 00:37:35,719
Speaker 1: we talk about if there's no immediate plans, and you know,

741
00:37:35,760 --> 00:37:37,279
Speaker 1: I'd like to do a study and maybe when I

742
00:37:37,320 --> 00:37:39,520
Speaker 1: can catch my breath a little bit, you know, i'd

743
00:37:39,520 --> 00:37:41,440
Speaker 1: go out there and spend some time with them. I mean,

744
00:37:41,480 --> 00:37:43,839
Speaker 1: I'm sort of remorseful to say that. You know, I've

745
00:37:43,880 --> 00:37:47,919
Speaker 1: I've obviously visited every UM, every one of the News

746
00:37:47,960 --> 00:37:50,600
Speaker 1: twelve stations multiple times. I've obviously been with twenty four

747
00:37:50,640 --> 00:37:52,680
Speaker 1: and obviously been around Optimal quite a bit. But I'm

748
00:37:52,719 --> 00:37:55,399
Speaker 1: remorseful that I haven't gotten to meet the Sudden Linked

749
00:37:55,440 --> 00:37:57,800
Speaker 1: team just because I'm only in the seat basically, you know,

750
00:37:57,880 --> 00:37:59,080
Speaker 1: the time I've been in the seat, I've been to

751
00:37:59,160 --> 00:38:01,120
Speaker 1: Tel Aviv, Detroit. You mean, they're doing a bunch of

752
00:38:01,160 --> 00:38:03,439
Speaker 1: different things. But I gotta go out there and learn

753
00:38:04,239 --> 00:38:06,480
Speaker 1: and and ask them, you know, and ask the team

754
00:38:06,520 --> 00:38:08,120
Speaker 1: that's out there. Where should we do it? Or should

755
00:38:08,120 --> 00:38:10,600
Speaker 1: we concentrated or should there be a News twelve the

756
00:38:10,640 --> 00:38:14,719
Speaker 1: covers um a larger region? Should we redefine what hyperlocal means?

757
00:38:14,719 --> 00:38:18,280
Speaker 1: Should News twelve on the sudden Link footprint be UM regional?

758
00:38:18,560 --> 00:38:22,040
Speaker 1: Who knows it sounds like you're enjoying the kind of

759
00:38:22,120 --> 00:38:26,440
Speaker 1: expansion of the purview the news operations, from the international

760
00:38:26,440 --> 00:38:29,839
Speaker 1: and national focus to hyperlocal. I'm enjoying the whole thing.

761
00:38:29,880 --> 00:38:31,560
Speaker 1: You know what I what I said to my team

762
00:38:31,640 --> 00:38:33,560
Speaker 1: is that, you know, when when we went through the acquisition,

763
00:38:34,120 --> 00:38:37,400
Speaker 1: you know, there there were people who wanted to stay small,

764
00:38:37,520 --> 00:38:40,520
Speaker 1: and there were people who wanted it to be the

765
00:38:40,560 --> 00:38:43,400
Speaker 1: way that it was, and you know, I was, I

766
00:38:43,440 --> 00:38:45,239
Speaker 1: was super bored with it. You know, I was bored

767
00:38:45,239 --> 00:38:46,719
Speaker 1: with it after three and a half years. And I

768
00:38:46,760 --> 00:38:49,200
Speaker 1: felt like we were not that I wasn't going to

769
00:38:49,280 --> 00:38:51,359
Speaker 1: continue to do whatever I needed to do to take

770
00:38:51,360 --> 00:38:53,560
Speaker 1: care of the team and take care of my shareholders

771
00:38:53,560 --> 00:38:58,440
Speaker 1: and take care of everybody. But we were like unnecessarily hamstrong.

772
00:38:58,560 --> 00:39:03,200
Speaker 1: We were unnecessarily by resources. But we didn't have distribution,

773
00:39:03,400 --> 00:39:07,000
Speaker 1: we didn't have UM. We were one network in a

774
00:39:07,040 --> 00:39:11,000
Speaker 1: world where everybody was a ga jillion networks. UM. We

775
00:39:11,040 --> 00:39:15,160
Speaker 1: didn't have technical resources that we wanted. And so, you know,

776
00:39:15,680 --> 00:39:17,640
Speaker 1: I think that when I talked to you, I realized,

777
00:39:17,640 --> 00:39:19,480
Speaker 1: how I'm even more excited than I kind of some

778
00:39:19,480 --> 00:39:21,040
Speaker 1: of us think that I am. And it's because I

779
00:39:21,080 --> 00:39:23,360
Speaker 1: look out and all I see is opportunities and deals

780
00:39:23,360 --> 00:39:26,279
Speaker 1: and things that I could do, whereas you know, three

781
00:39:26,280 --> 00:39:28,640
Speaker 1: and a half years in, I was like, okay, well

782
00:39:28,760 --> 00:39:31,320
Speaker 1: we need to just continue plugging along and going slow

783
00:39:31,360 --> 00:39:34,680
Speaker 1: and you know, growing our revenue numbers, aggressively, growing our viewership,

784
00:39:34,680 --> 00:39:36,839
Speaker 1: aggressively looking to I mean, we were, we were doing

785
00:39:36,840 --> 00:39:40,080
Speaker 1: innovative things, but like it was, it was a bit

786
00:39:40,160 --> 00:39:43,640
Speaker 1: like you know, um, you know, swimming without flippers on

787
00:39:43,680 --> 00:39:45,200
Speaker 1: your feet, and I just felt like, well, why don't

788
00:39:45,200 --> 00:39:47,520
Speaker 1: we just get some flippers on our feet? Did you

789
00:39:47,520 --> 00:39:50,399
Speaker 1: have other people knocking on your door? We did? We did.

790
00:39:50,520 --> 00:39:56,719
Speaker 1: I mean, you know, um, yeah, you don't well you know,

791
00:39:56,880 --> 00:39:59,920
Speaker 1: you know which the thing is. I don't. I would

792
00:40:00,160 --> 00:40:01,520
Speaker 1: everything if I could, but you know, I don't want

793
00:40:01,520 --> 00:40:04,279
Speaker 1: to upset people. And you know, people I'm always very

794
00:40:04,280 --> 00:40:07,120
Speaker 1: public about like what's my information, you know, but like

795
00:40:07,160 --> 00:40:09,520
Speaker 1: other people's secrets, I don't really ever want to share.

796
00:40:09,880 --> 00:40:12,080
Speaker 1: But with LTS as an investor, did you kind of

797
00:40:12,120 --> 00:40:15,000
Speaker 1: have an eye of them potentially buying you out? Did

798
00:40:15,080 --> 00:40:18,839
Speaker 1: you eye the potential synergies with them and see them

799
00:40:18,840 --> 00:40:21,440
Speaker 1: as a as a buyer. We had um lots of

800
00:40:21,440 --> 00:40:25,520
Speaker 1: strategics invested in the company. We had Comcast, A, T

801
00:40:25,680 --> 00:40:29,239
Speaker 1: and T, All Ties, Amazon, Liberty Global. We had them

802
00:40:29,239 --> 00:40:32,759
Speaker 1: all involved in the company, and it was always logical

803
00:40:32,840 --> 00:40:35,000
Speaker 1: that one of the investors would buy the company. And

804
00:40:35,080 --> 00:40:38,759
Speaker 1: they all had complete transparency into our books and our

805
00:40:38,840 --> 00:40:41,000
Speaker 1: monthly board meetings and all of that type of stuff.

806
00:40:41,480 --> 00:40:44,319
Speaker 1: And I was never shy about the fact that the

807
00:40:44,400 --> 00:40:47,400
Speaker 1: company needed to be acquired. We were not going public.

808
00:40:47,800 --> 00:40:51,200
Speaker 1: We were not going to from this small of a

809
00:40:51,320 --> 00:40:54,800
Speaker 1: thing in this sector built a multibillion dollar business. It

810
00:40:54,840 --> 00:40:58,200
Speaker 1: doesn't happen in media anymore. And it wasn't that wasn't

811
00:40:58,200 --> 00:41:00,720
Speaker 1: going to happen when I started the company to in sixteen,

812
00:41:01,280 --> 00:41:04,920
Speaker 1: And in the three years I operated the company, everything

813
00:41:04,960 --> 00:41:10,879
Speaker 1: got conglomerated. You know, Time Warner was subscale. Fox was subscale,

814
00:41:11,080 --> 00:41:15,920
Speaker 1: right right, so and and so, you know, in that environment,

815
00:41:15,960 --> 00:41:17,680
Speaker 1: like it was always clear to The example I always

816
00:41:17,719 --> 00:41:21,239
Speaker 1: like to give is that, um, we were in the

817
00:41:21,280 --> 00:41:23,799
Speaker 1: drug discovery business. That that's the business that I'm in,

818
00:41:23,920 --> 00:41:26,800
Speaker 1: you know, and and we came up with an amazing

819
00:41:26,880 --> 00:41:30,440
Speaker 1: drug that continues to do um amazing things for people.

820
00:41:30,440 --> 00:41:32,399
Speaker 1: It's a new let's say it's a new heart drug

821
00:41:32,480 --> 00:41:34,560
Speaker 1: or a new blood pressure drug, right or whatever. It

822
00:41:34,640 --> 00:41:37,920
Speaker 1: is and then faced with that, you've got two options.

823
00:41:37,960 --> 00:41:40,880
Speaker 1: Am I going to build manufacturing facilities? Am I going

824
00:41:40,960 --> 00:41:44,040
Speaker 1: to create a team of pharmaceutical reps? Am I going

825
00:41:44,080 --> 00:41:48,440
Speaker 1: to build a regulatory infrastructure? Am I going to now

826
00:41:48,520 --> 00:41:52,919
Speaker 1: go from the lab um with our pill and replicate

827
00:41:53,080 --> 00:41:55,600
Speaker 1: what MRC and Fiser and all of these people do.

828
00:41:55,680 --> 00:41:57,920
Speaker 1: And in the drug discovery business, no one does that.

829
00:41:58,000 --> 00:42:01,600
Speaker 1: In the drug discovery business, Academia licensed the drug and

830
00:42:01,600 --> 00:42:04,080
Speaker 1: it gets plugged into a machine and all those different things,

831
00:42:04,200 --> 00:42:05,920
Speaker 1: and you know, that's how it works and that and

832
00:42:05,960 --> 00:42:08,040
Speaker 1: that's really the way that media should work. And really,

833
00:42:08,480 --> 00:42:12,480
Speaker 1: you know, Alties could never have built Cheddar inside of

834
00:42:12,480 --> 00:42:15,560
Speaker 1: all ties and I could never build Alties from Cheddar

835
00:42:15,680 --> 00:42:19,320
Speaker 1: and um And when I look out over the next

836
00:42:19,400 --> 00:42:21,480
Speaker 1: you know, ten years, and what's going to happen in

837
00:42:21,520 --> 00:42:24,040
Speaker 1: this landscape? UM, I think it's going to be more

838
00:42:24,120 --> 00:42:27,600
Speaker 1: like that. What was the biggest thing you learned during

839
00:42:27,640 --> 00:42:30,960
Speaker 1: your time at buzz Feed that informed how you how

840
00:42:31,000 --> 00:42:33,480
Speaker 1: you built and launched, how you launched and built Cheddar.

841
00:42:35,080 --> 00:42:37,759
Speaker 1: The pain and struggle of BuzzFeed for me in the

842
00:42:37,840 --> 00:42:43,359
Speaker 1: early years was um so hard that I built up

843
00:42:43,600 --> 00:42:46,720
Speaker 1: enormous amounts of callous on my skin. Not not callous

844
00:42:46,760 --> 00:42:49,719
Speaker 1: in the sense of like being callous, but callous in

845
00:42:49,719 --> 00:42:51,719
Speaker 1: the sense of, like my skin have become hard into

846
00:42:51,719 --> 00:42:53,640
Speaker 1: like because you've got a lot of nose when you

847
00:42:53,719 --> 00:42:57,000
Speaker 1: went to people. Because everything was hard, Everything was hard.

848
00:42:57,040 --> 00:43:00,520
Speaker 1: I got there and you know, the company was fifty people,

849
00:43:01,040 --> 00:43:03,200
Speaker 1: and you know, the first month I looked at and

850
00:43:03,239 --> 00:43:05,279
Speaker 1: we had no revenue because it was a tiny company, right,

851
00:43:05,280 --> 00:43:07,600
Speaker 1: So I had to find some revenue, and there was

852
00:43:07,760 --> 00:43:10,680
Speaker 1: enormous stress around that. And then you know, two thousand

853
00:43:10,680 --> 00:43:13,440
Speaker 1: ten and two thousand and twelve, you know, um Jonah

854
00:43:13,520 --> 00:43:16,160
Speaker 1: had made the bet that the social traffic was going

855
00:43:16,239 --> 00:43:18,800
Speaker 1: to come, and I had made the bet that native

856
00:43:18,840 --> 00:43:21,640
Speaker 1: advertising was going to work, and neither of these things

857
00:43:21,640 --> 00:43:25,320
Speaker 1: were proving to be true, right, and the stress was enormous.

858
00:43:25,360 --> 00:43:27,680
Speaker 1: And then two thousand and twelve, it all worked. It

859
00:43:27,680 --> 00:43:30,960
Speaker 1: all worked. The social traffic came, um, the native advertising,

860
00:43:31,000 --> 00:43:34,759
Speaker 1: the advertisers decided that they loved it. And so it

861
00:43:34,760 --> 00:43:37,240
Speaker 1: had just been very, very hard. So what I learned

862
00:43:37,400 --> 00:43:40,879
Speaker 1: that experience was it's going to be brutally hard, and

863
00:43:41,040 --> 00:43:42,560
Speaker 1: you need to wake up every morning and put one

864
00:43:42,560 --> 00:43:45,799
Speaker 1: ft in front of the other and keep up one's resiliency,

865
00:43:45,960 --> 00:43:47,880
Speaker 1: and you know, some days I have it more than others.

866
00:43:48,080 --> 00:43:50,960
Speaker 1: And but you know, that's just the way that it is.

867
00:43:51,520 --> 00:43:54,480
Speaker 1: That's what I learned. Where did the name Cheddar come from?

868
00:43:54,760 --> 00:43:59,000
Speaker 1: Cheddar means money and um, and I knew that we

869
00:43:59,080 --> 00:44:01,560
Speaker 1: needed a name that people either thought was cool and

870
00:44:01,600 --> 00:44:04,000
Speaker 1: clever or thought was stupid and terrible. And as long

871
00:44:04,040 --> 00:44:06,000
Speaker 1: as people felt something and they you know, I'm in

872
00:44:06,040 --> 00:44:08,120
Speaker 1: the marketing business, so as long as they had a

873
00:44:08,239 --> 00:44:10,800
Speaker 1: reaction to it, it it would be okay. And I had horrible,

874
00:44:10,800 --> 00:44:13,239
Speaker 1: horrible names that we almost did, Like I wanted to

875
00:44:13,280 --> 00:44:15,080
Speaker 1: call it like ticker TV because I thought it was

876
00:44:15,080 --> 00:44:17,080
Speaker 1: getting a stock ticker right like, and you know, we

877
00:44:17,160 --> 00:44:19,839
Speaker 1: just had had bad, bad names. And I always like cheese,

878
00:44:19,840 --> 00:44:21,719
Speaker 1: and I always thought cheese was funny. My cat's name

879
00:44:21,760 --> 00:44:25,680
Speaker 1: is bray um, and so we got very lucky with

880
00:44:25,680 --> 00:44:27,120
Speaker 1: that name. We're very lucky. We were able to get

881
00:44:27,120 --> 00:44:29,040
Speaker 1: the domain. I think we paid like thirty or thirty

882
00:44:29,040 --> 00:44:31,839
Speaker 1: five grands for the domain. UM. I have a great

883
00:44:31,880 --> 00:44:34,479
Speaker 1: domain broker who's like, you know, been done this stuff

884
00:44:34,520 --> 00:44:36,239
Speaker 1: for me for years and UM. And you know if

885
00:44:36,239 --> 00:44:39,600
Speaker 1: Brian Goldberg from Bustle was helpful too, because Brian said

886
00:44:39,600 --> 00:44:42,760
Speaker 1: to me, the name of the thing should be something

887
00:44:42,800 --> 00:44:45,880
Speaker 1: that is like adjacent to what the thing actually is,

888
00:44:45,920 --> 00:44:48,239
Speaker 1: not the thing. And what he meant by that was,

889
00:44:48,320 --> 00:44:51,880
Speaker 1: you know, Bustle is not called like you know, um,

890
00:44:51,920 --> 00:44:54,600
Speaker 1: you know site geared topics of interest for women, right.

891
00:44:54,719 --> 00:44:58,480
Speaker 1: Bustle is a garment, right, and it's like a degree away.

892
00:44:58,640 --> 00:45:03,240
Speaker 1: The children's site, um is called Romper, not like kids site,

893
00:45:03,280 --> 00:45:05,120
Speaker 1: you know, you know, like so Brian, you know, Brian

894
00:45:05,160 --> 00:45:06,919
Speaker 1: helped me with that a little bit. I guess well

895
00:45:06,960 --> 00:45:09,640
Speaker 1: it does stick in your mind. Sure. Thank you, John,

896
00:45:09,640 --> 00:45:12,279
Speaker 1: a really really interesting conversation and look to you with

897
00:45:12,320 --> 00:45:17,080
Speaker 1: all your endeavors. Thank you so much, Thanks for listening.

898
00:45:17,200 --> 00:45:19,160
Speaker 1: To be sure to tune in next week for another

899
00:45:19,239 --> 00:45:20,640
Speaker 1: episode of Strictly Business.