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

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

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

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

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Speaker 1: I think it's at were purpose driven platform. Like we're

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

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

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Speaker 1: really is? Well? What's up? I'm Laura Currentti and I'm

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Speaker 1: Alexa Kristen. Welcome back at Landia. So Alexa, I am

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Speaker 1: out in Hollywood, Los Angeles, which is so pertinent for

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Speaker 1: our conversation. To open up today's show talking about the

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Speaker 1: Emmys and our favorite show, ted Lasso ted Lasso Big

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Speaker 1: Wins at the Emmy's. I love this show. It brings

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Speaker 1: so much joy and laughter. And as we were getting

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Speaker 1: ready for this record, talking a bit about how a

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Speaker 1: series on Apple TV plus, I think it's interesting to

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Speaker 1: think about how ted Lasso becomes brand and the ability

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Speaker 1: to permeate the world of business management. You have some

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Speaker 1: thoughts around this uh commerce fandom in a different way.

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Speaker 1: So knowing we're going to talk to our friends at

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Speaker 1: the Morning Brew about niche community building through media, I

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Speaker 1: thought this would be a fun place to start. I

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Speaker 1: think it's a great place to start. I love ted

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Speaker 1: Lasso as well. Then when I see on Twitter on

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Speaker 1: LinkedIn people talking about the business and management like leadership

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Speaker 1: lessons of ted Lasso, quoting the show and Laura, when

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Speaker 1: you and I were talking about this, I said, there's

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Speaker 1: an extension here, like an obvious extension of ted Lasso

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Speaker 1: NBA Crash Course or ted Lasso Leadership Course. There's so

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Speaker 1: much opportunity to start thinking about that content as a

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Speaker 1: jumping off point for additional products. And I think that

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Speaker 1: if Hollywood looked at product and product market fit and

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Speaker 1: seeing that there is a huge product market fit around

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Speaker 1: a business community that's dying for leadership lessons, that actually

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Speaker 1: makes you think a little bit differently, And isn't this

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Speaker 1: kind of heavy slog of learning? And I think that

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Speaker 1: that note that kind of heavy I'll call it my

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Speaker 1: This is such an Alexis m right, the heavy schlog

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Speaker 1: of learning. But I think the point is is that

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Speaker 1: there's so many places in spaces where content can show

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Speaker 1: up and have a different um meaning or feed a

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Speaker 1: different audience that maybe it originally didn't seek out to do,

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Speaker 1: but they're finding that they have major footholds or fandom

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Speaker 1: by creating these types of extensions or new products, and

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Speaker 1: I think that's exactly what morning Brew has done. Alex

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Speaker 1: and Austin on the show they talk about in this

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Speaker 1: episode of how they thought about building niche communities, and

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Speaker 1: from a marketer perspective, I'm still kind of amazed that

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Speaker 1: a lot of marketers get caught in the kind of

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Speaker 1: mass media game versus building for niche audiences over and

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Speaker 1: over and over in mass and finding these areas and

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Speaker 1: building products to create fandom, to create what I call participation,

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Speaker 1: So then you start to think about your metrics. Someone

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Speaker 1: asked me about, um, you know, how we were measuring

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Speaker 1: things at GE last week, and I said, well, we

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Speaker 1: went from the typical shares and likes and those types

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Speaker 1: of things into participation. And for my perspective, I was

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Speaker 1: talking about the podcast. I was talking about the message

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Speaker 1: and how fans were popping up fan fiction and how

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Speaker 1: they were doing cosplay. That is huge for a brand,

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Speaker 1: and I think that morning Brew understands this concept kind

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Speaker 1: of fundamentally. I think Alex really started to see this

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Speaker 1: when he started really started to see that pull of

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Speaker 1: the of the market demand. Even at you know, University

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Speaker 1: of Michigan where they started this. The kind of focal

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Speaker 1: point of the conversation that we have with them is

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Speaker 1: around really starting to think about content and building content

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Speaker 1: as products products for niche audiences and serving those audiences

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Speaker 1: UM in a way where they can't get um, what

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Speaker 1: you're giving somewhere else, and then allowing and this is huge,

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Speaker 1: allowing those audiences to create in and around your I P.

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Speaker 1: Because we are getting to the place where participation and

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Speaker 1: ownership is king. These are the conversations around all the

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Speaker 1: n f T s, around crypto and content and so

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Speaker 1: as marketers start to think about, how do I allow

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Speaker 1: my audience to start to participate and have maybe a

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Speaker 1: piece of ownership, even if it's informal, Um, how do

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Speaker 1: we ignite imagination or creativity with our audiences? That starts

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Speaker 1: to become a very different model of media. UM. Then

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Speaker 1: I think we've seen before. Yeah, there's certainly the product

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Speaker 1: roadmap that this requires, right, and moving from foreign factors

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Speaker 1: to franchises and thinking about, you know, how you build

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Speaker 1: for communities, engage with communities, And then there's a conversation

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Speaker 1: for the c R oh, right, and the sales teams

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Speaker 1: and how they're packaging this. So many times over the

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Speaker 1: last few years on this show we've talked about, you know,

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Speaker 1: sitting down with publishers talking about their pitch, and nine

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Speaker 1: times out of ten those pitch decks have started with

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Speaker 1: how many peoples reach right? If it starts with we

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Speaker 1: have an audience of X, it's a wildly different entry

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Speaker 1: point when you're talking about participation and how you price

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Speaker 1: that accordingly. And with that, we'll be right back with

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Speaker 1: Alex and Austin, co founders of Morning Brew. Alright, ed Landia,

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Speaker 1: we are back with our partners that yield Mo. If

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Speaker 1: you remember, we spent our first mini series talking about

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Speaker 1: how yield Mo works with brands to make audience attention actionable,

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Speaker 1: and in this mini series we take on how contextual

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Speaker 1: targeting is being reimagined as brands make every interaction with

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Speaker 1: their consumer meaningful. Welcome Lisa Bradner, GM of Data and

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Speaker 1: Analytics from yield Mo. Thank you so much, great to

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Speaker 1: be back. Always great to talk to you guys. So Lisa,

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Speaker 1: talk to us about what is yield Mo, What do

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Speaker 1: you do at yield Mo, and how are you working

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Speaker 1: with your clients sure, Yelm is a smart exchange. We

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Speaker 1: are focused on increasing the value of advertising inventory for

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Speaker 1: buyers and sellers. We do that through data and my

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Speaker 1: job is to help bring the right data to bear

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Speaker 1: so that we can help brands find the best impressions

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Speaker 1: for their goals and do so in a privacy safe

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Speaker 1: way that is right for consumers. So Lisa and helping

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Speaker 1: brands find the right data. How much does context factor

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Speaker 1: into that? And how is yield MO framing context as

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Speaker 1: you bring data forward to your clients At the highest level,

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Speaker 1: context is everything right? It's how do we show up

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Speaker 1: as brands in an appropriate way when we're wanted, when

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Speaker 1: we're helpful and deliver a service so that we are

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Speaker 1: just accepted as being in the right place at the

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Speaker 1: right time. Super easy to say, super hard to do. Right.

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Speaker 1: It's kind of the marketing holy grail. But what we

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Speaker 1: look at is the data. Everything that's happening in the

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Speaker 1: moment and AD is served, and we look at all

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Speaker 1: of that data to understand what's going on, what's surrounding

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Speaker 1: that ad, where is that AD showing up, what devices

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Speaker 1: it on, is the person viewing that ad paying attention

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Speaker 1: to that add and spending time with it. We look

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Speaker 1: at everything that has happening in that instant and helps

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Speaker 1: clients figure out when they're advertising is landing and when

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Speaker 1: maybe it isn't landing as well as it could. So

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Speaker 1: why do you think that contextual targeting is gaining increasing

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Speaker 1: importance in today's marketplace? So I think when you say

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Speaker 1: contextual targeting, that means different things to different people. But

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Speaker 1: at the highest level, we are on a half of

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Speaker 1: having less data available about the people were serving ads to. Right,

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Speaker 1: So Google is sunsetting third party cookies. Apple is already

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Speaker 1: blocking on Safari third party cookies. It is harder and

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Speaker 1: harder for marketers to connect the data about an individual

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Speaker 1: and how they move across the web. So without that

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Speaker 1: data that marketers have become really reliant on, it's contextual

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Speaker 1: is the alternative of how do I show up in

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Speaker 1: the right way without leaning too hard on individuals private data.

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Speaker 1: But what Yale MO is looking at is you know, contextual.

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Speaker 1: One Datto was, hey, here's an article about travel, let's

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Speaker 1: serve a travel ad um. We're not going that literal.

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Speaker 1: We're looking to understand from the data. Let the let

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Speaker 1: the ad experience tell us what ads are working with

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Speaker 1: what content and what context and what time and what

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Speaker 1: device and what place so that the data that comes

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Speaker 1: back can be modeled by machines and tell advertisers where

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Speaker 1: and when and how to place their ads. Contextual advertising,

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Speaker 1: right and you talk about kind of at its highest level,

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Speaker 1: has lots of different kind of meanings and machinations. But

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Speaker 1: contextual advertising has become very in vogue in light of

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Speaker 1: the cookie conversation. So cookies going away, which we know

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Speaker 1: got pushed back right in terms, go push the time back. However,

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Speaker 1: it's a really interesting time for marketers to be thinking

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Speaker 1: differently about contextual advertising. Why and why has it come

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Speaker 1: back into such kind of a focus for for marketers.

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Speaker 1: It's a great question because I think there was a

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Speaker 1: portion of the marketing world that when Google delayed the

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Speaker 1: cookie deprecation, when people I don't have to think about

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Speaker 1: that right now, right right, but the smart money is

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Speaker 1: saying this is real. I'm already actually losing a lot

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Speaker 1: of iOS users, and most marketers if they went in

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Speaker 1: and really studied their programmatic campaigns, I think they would

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Speaker 1: be surprised to see that often their campaigns are going

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Speaker 1: to Android users. That's not because the android users are

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Speaker 1: necessarily their best customers. It's because the Android users are

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Speaker 1: the ones that they can match to their audience. So

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Speaker 1: they're already missing a whole lot of iOS customers and

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Speaker 1: they may not even be realized realizing that yet. But

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Speaker 1: the smart marketers are seeing that, are realizing that their

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Speaker 1: audience is going to get harder and harder to find.

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Speaker 1: So on the one hand, they're upping their loyalty strategy

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Speaker 1: to get a lot of first party data, but on

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Speaker 1: the other hand, they're starting to test and learn new

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Speaker 1: ways of expanding reach, new ways of finding efficiency, new

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Speaker 1: ways of communicating and reaching out to their audience without

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Speaker 1: relying on first, second, or third party data. Lisa, this

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Speaker 1: is a great start to the conversation and we look

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Speaker 1: forward to having you back for part two. And we

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Speaker 1: are back on the mic with our friends from Morning

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Speaker 1: Brew at Landia. Let's give a big welcome co founders,

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Speaker 1: Austin Reef and Alex Lieberman. Welcome to Atlantia. Welcome, thanks

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Speaker 1: so much, thank you. Yeah, we were just saying as

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Speaker 1: we were getting ready to come into the episode, this

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Speaker 1: is like total fans of m all things in the

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Speaker 1: Twitter feed, so we're excited to have you and bring

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Speaker 1: this conversation I r L kind of kind of it's

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Speaker 1: it's better than on Twitter, but not as good as

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Speaker 1: in person. You both are very vocal founders and business

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Speaker 1: leaders who are constantly sharing the journey that you both

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Speaker 1: have been on in building your business. One of the

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Speaker 1: things that struck Alex and I as marketers is something

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Speaker 1: that you posted Alex talking about the most underrated entrepreneurial

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Speaker 1: skill is storytelling. UM and as this is a podcast

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Speaker 1: that is largely dedicated to the power of it, would

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Speaker 1: love to hear you know what that means to you.

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Speaker 1: And as you started, as you said, with the product

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Speaker 1: in a vision, it was really storytelling that catapulted Morning Brow.

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Speaker 1: Can you take us into that. Yeah, you know, my

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Speaker 1: thought around this is Austin and I both went to

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Speaker 1: an undergrad business program at Michigan, and I would say

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Speaker 1: most people in the underground business program we're we're fighting

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Speaker 1: for kind of the same three categories really two categories

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Speaker 1: of jobs investment, banking, UH and management consulting. And I

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Speaker 1: think as a function of that, most people focused on

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Speaker 1: attaining the skills that made the most sense for those jobs,

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Speaker 1: So things like you know, financial analysis, accounting, operations UM

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Speaker 1: and you know, don't get me wrong, those are really

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Speaker 1: important things. Those are skills that you know, any business

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Speaker 1: professional should have proficiency in. But what was always interesting

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Speaker 1: to me is that the skill, whether you want to

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Speaker 1: call it sales or communication or storytelling, it wasn't talked

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Speaker 1: about a lot. There was one class that everyone took

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Speaker 1: that was a joke for most people in business communications.

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Speaker 1: And you know, the reason I tweeted about that was

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Speaker 1: just in reflecting on kind of what are the biggest

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Speaker 1: things that I think most founders are entrepreneurs leverage in

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Speaker 1: order to propel their business forward. I think storytelling has

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Speaker 1: to be in kind of the top three of not

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Speaker 1: the number one. Yet it's not people aren't incentivized to

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Speaker 1: really get great at storytelling, uh in college. And when

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Speaker 1: I posted about that, I was kind of just referring

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Speaker 1: to verbal storytelling, but I think it actually is more

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Speaker 1: broad than that. It's verbal storytelling, it's written storytelling, and

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Speaker 1: it's visual storytelling. And I think we've seen examples of

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Speaker 1: great creators or experts in those different areas build massive

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Speaker 1: audiences on the Internet because people are realizing on the

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Speaker 1: Internet and not necessarily in school, how important those things are.

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Speaker 1: I look at the number of newsletter lad businesses that

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Speaker 1: have emerged over the last blood's even call it twelve

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Speaker 1: to eighteen months. There are a number of choices when

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Speaker 1: thinking about the plot of your story on paper, it

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Speaker 1: could look similar to a lot of other value props

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Speaker 1: that are out there. What would you say was the

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Speaker 1: plot twist of Morning Brew that could take it from

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Speaker 1: the product you rolled out with two really where you

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Speaker 1: hope to see this business grow? I think the plot

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Speaker 1: twist was, Well, there's a few. The first one was

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Speaker 1: when we identified very early on that the content was

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Speaker 1: not just for college students, but it was for everyone.

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Speaker 1: At first was Alex who was really doing for his

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Speaker 1: friends and they were doing for other colleagues or just

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Speaker 1: people in the business school. But when we went to

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Speaker 1: our internships or our jobs and we realized that this

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Speaker 1: wasn't just for college students, those for professionals as well.

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Speaker 1: That was a big moment where the market went from

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Speaker 1: college kids, which is a nice market, but not that

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Speaker 1: big and not that valuable, to be totally honest to everyone,

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Speaker 1: and we had CEOs of big companies reading, and we

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Speaker 1: had investment banking analysts, and so that was the first thing,

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Speaker 1: who was the first big CEO that you saw subscribe?

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Speaker 1: There was the year of Time Warner Cable, who ended

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Speaker 1: up investing in Morning Brew. Early on, he was I'd say,

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Speaker 1: the first big person who we didn't know signed up,

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Speaker 1: and then we found out signed up. We used to

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Speaker 1: every night go through the list and see who was

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Speaker 1: signed up. I think the second thing was Alex and

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Speaker 1: I both knew the tone and voice we wanted to

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Speaker 1: hit on in every single newsletter. We know we couldn't

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Speaker 1: do that. We know that we knew that we had

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Speaker 1: the vision, but we couldn't execute it on every single day,

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Speaker 1: every single sentence of every single news letter. We could

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Speaker 1: do it for small chunks a sentence, a paragraph, maybe

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Speaker 1: even a single newsletter, but not six five days a year.

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Speaker 1: And when we found writers who could write in the

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Speaker 1: tone we wanted it written in, that was the second

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Speaker 1: inflection point, aha moment whatever, which was okay, now we

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Speaker 1: can focus on the business really early on me growth, Alex,

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Speaker 1: sales even because we had some content people. That was

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Speaker 1: the second really big moment where we knew the audience

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Speaker 1: and then we do the content and get hit. And

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Speaker 1: the third was sales. It was can we get brands

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Speaker 1: to advertising Morning Brew, and can we continue to champion

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Speaker 1: this idea of creating native advertising? Right, we knew banners

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Speaker 1: weren't gonna we were going to build a big business

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Speaker 1: off of the backs of banner ads in the newsletters.

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Speaker 1: So once those three hit the audience, the content and sales,

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Speaker 1: we knew we had a business. Who is your first

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Speaker 1: paid partner? It was Emlahart, a college memorabilia business that

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Speaker 1: did like branded college rings and other you know, college apparel.

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Speaker 1: It was an eight hundred dollar ad. They bought three

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Speaker 1: of them total, and the only reason we got it

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Speaker 1: was because one of our original investors in The Brew,

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Speaker 1: he had a relationship with them and he said he

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Speaker 1: was helping us earn some beer money. So that was

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Speaker 1: that was the first advertisement partner. The first one we'd

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Speaker 1: like earned for ourselves was the University of Jena. And

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Speaker 1: the first big partner was discover Card. What was the

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Speaker 1: time frame from Memorabilia to discover Card. We'll Discover Card

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Speaker 1: we started speaking to when I was in Michigan, because

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Speaker 1: I'll never forget they came to us and they said

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Speaker 1: we're going to send you an RFP, and I immediately

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Speaker 1: said that sounds Great and Google. When RFE was I

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Speaker 1: had I had no idea, not a clue, I mean

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Speaker 1: just I couldn't even begin to guess what it was.

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Speaker 1: But so I just remember pacing in the auditorium at

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Speaker 1: Michigan just talking on this call with senior marketers at

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Speaker 1: one of the agencies. I can't remember which one. It

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Speaker 1: was about Discover. So that was the beginning of seventeen

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Speaker 1: and they were tossing around numbers, like I remember, they

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Speaker 1: said they were gonna r FPS for a hundred thousand,

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Speaker 1: two hundred and fifty thousand, and five hundred thousand, and

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Speaker 1: basically what I had to tell them was for five

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Speaker 1: hundred thousand, they could own the company five times over.

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Speaker 1: And we had liked subscribers. Maybe he's not he's not joking.

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Speaker 1: It was like sending like Alex and my mom like that.

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Speaker 1: That was the list. The CMO of Discover card her daughter,

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Speaker 1: I believe, introduced her to Morning Brew and so she

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Speaker 1: reached out to the agency saying, Hey, what they're doing

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Speaker 1: is really cool. I would love to partner with them.

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Speaker 1: So the agency thought, oh, Morning threw, they're butted up

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Speaker 1: all of this stuff, and it was just Alex nine

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Speaker 1: and we had no idea what we're doing, so it

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Speaker 1: wasn't even there's not you couldn't fake it till you

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Speaker 1: make it right. At some point, it's just so ridiculous,

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Speaker 1: and so we had to come clean like, yeah, this

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Speaker 1: is ridiculous, you know we we can't do it there

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Speaker 1: with a half million dollars. But the big thing we

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Speaker 1: did is we said, but how many subscribers do we

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Speaker 1: need to have for you to actually care about us?

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Speaker 1: Because at the time we didn't know, we weren't sure

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Speaker 1: it was a ten thousand, fifty hundred thousand, a million.

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Speaker 1: We had this idea that we could get to a

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Speaker 1: place where big brands would care about us, but we

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Speaker 1: did know what that point was, and they started throwing

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Speaker 1: out numbers like a hundred thousand subscribers, and so that

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Speaker 1: for a while is our north star. And I think

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Speaker 1: around end of seventeen, that's when we started to work

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Speaker 1: with them, was when we actually had thousand subscribers. So

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Speaker 1: I was listening to how I built this with Gyraz

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Speaker 1: and I think Austin, you were talking about the future

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Speaker 1: of media is definitely niche and distributed. What does that

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Speaker 1: mean in your business today? And how do you think

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Speaker 1: about niche and scale. I think oftentimes people confuse the

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Speaker 1: word niche and small. Niche doesn't mean small. What we're

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Speaker 1: learning is that the Internet is a very large place.

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Speaker 1: There's a lot of people in the world, and these

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Speaker 1: niches can have tons and tons and tons of followers.

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Speaker 1: And so at first we call ourselves this niche publication,

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Speaker 1: and to some extent we still are people who want

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Speaker 1: to consume. Whom to want to opt in, to consume

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Speaker 1: business news in a newsletter in a conversational tone every

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Speaker 1: single day is fairly niche. It's not huge. But now

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Speaker 1: we start thinking about, Okay, we have this audience of

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Speaker 1: three million plus, and of course you want to scale

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Speaker 1: that and get that bigger. But that's not the only

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Speaker 1: way we view growth anymore. We have a goal at

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Speaker 1: Morning Brew do two things. One make people better at

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Speaker 1: their job, and we do that through our B two

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Speaker 1: B publications as we call them. So we have retail Brew,

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Speaker 1: we have marketing Brew, we have Emerging Tech Brew. So

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Speaker 1: to use one of those as an example, we for

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Speaker 1: retail Brew, we try to think about how many different

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Speaker 1: ways can we serve a retail professional events, podcasts, you

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Speaker 1: know what it, whatever may be within that vertical. And

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Speaker 1: so right now we have newsletters, web content, and events,

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Speaker 1: and we're contan think about what else is next, could

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Speaker 1: be job boards or whatever else. But on the other

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Speaker 1: side of things that's not job specific or industry specific,

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Speaker 1: we think about up how can we make well rounded

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Speaker 1: business minds. And there's four categories were really interested there, business, money, career,

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Speaker 1: and lifestyle. And so as you break those down, like so,

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Speaker 1: taking for example, money, we're going to think about how

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Speaker 1: can we create content in the money vertical. It's mostly

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Speaker 1: personal finance and investing. So you could argue investing is niche,

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Speaker 1: but the number of people who would like to consume

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Speaker 1: investing content in some way, whether it's a Twitter video

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Speaker 1: or Instagram post or a podcast, is really really large.

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Speaker 1: So we're just starting to break down the content we

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Speaker 1: create and target these niches that our audience cares about.

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Speaker 1: But my belief is these niches of productivity or investing

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Speaker 1: are really really big. Alexa and I used to meet

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Speaker 1: with media, you know, sales teams all the time. We

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Speaker 1: were coming in from you know, big legacy networks and

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Speaker 1: publications to niche startups and the common denominator slide Slide

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Speaker 1: number one was how many people you reach? Right, Like

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Speaker 1: Austin you said the first question he has, well, how

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Speaker 1: many how many subscribers do we have to get to

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Speaker 1: to actually validate the cost you're willing to pay. But

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Speaker 1: what if at the time those twenty thousand readers we're

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Speaker 1: spending on average, you know, an hour plus with Morning

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Speaker 1: Brew content in the community, we're deeply engaged were advocates

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Speaker 1: for the brands who were a part of the Morning

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Speaker 1: Brew community, would that be worth five thousand dollars. It's

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Speaker 1: a really interesting question. Yeah, I mean, I would just

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Speaker 1: say that it all comes down to incentives. Right when

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Speaker 1: you think what you guys are talking about, how it's

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Speaker 1: like crazy thinking about audience in mass scale and not

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Speaker 1: having focus and monetizing that. But I think when you

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Speaker 1: think about incentives drive people, it starts making sense why

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Speaker 1: brands m why publishers have valued the wrong things in

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Speaker 1: the past. The incentive for the marketer at the brand

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Speaker 1: in the past was to make their boss happy. What

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Speaker 1: their boss valued was getting in front of exactly one

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Speaker 1: ship ton of people. And so if you could get

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Speaker 1: in front of that many people and make your boss happy,

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Speaker 1: you were happy because your boss was happy with you

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Speaker 1: on the publisher side, if you had a business model

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Speaker 1: that forced you to get in front of tons of

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Speaker 1: eyeballs because your costs were high, you needed to be

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Speaker 1: a big scale to create any sort of margin for

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Speaker 1: your business. Again, your incentive is to get a lot

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Speaker 1: of people reading to make the economics of your business work.

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Speaker 1: I think in order to think in this what feels

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Speaker 1: like a common sense way, your incentives need to be

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Speaker 1: aligned with thinking through common sense. So common sense KPI

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Speaker 1: s look like I mean, I would just basically say

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Speaker 1: the reason we've been able to think about things in

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Speaker 1: this way is it all started with I would say,

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Speaker 1: at the core, the value of curation. The value of

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Speaker 1: curation is what allowed us with one newsletter to have

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Speaker 1: the same number of writers when we had ten thousand,

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Speaker 1: a hundred thousand and three million readers. And when you

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Speaker 1: have the same cost basis and you continue to grow

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Speaker 1: your audience, your margin grows, and so you don't have

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Speaker 1: to worry about like, obviously we want to scale Morning

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Speaker 1: Brus audience, but we're just as interested in getting people

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Speaker 1: into our ecosystem through things that aren't just our daily newsletter,

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Speaker 1: and also retaining and engaging our daily newsletter readers with

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Speaker 1: other things that we create. We don't have the incentive

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Speaker 1: to have to get from three million to ten million

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Speaker 1: just for the sake of having enough margin as a

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Speaker 1: business to have a business that makes sense. Yeah, and

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Speaker 1: most businesses, especially legacy I guess now their legacy. I

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Speaker 1: don't mean The Times or the Journal, but some of

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Speaker 1: these publishers who are popular on the Internet for fifty years,

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Speaker 1: they monetize their content with ads or round their content

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Speaker 1: banner ads, programmatic pre roll. We're not going to compete

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Speaker 1: with BuzzFeed and Vice on SEO in search terms. We're

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Speaker 1: just not going to do it. That they've be on

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Speaker 1: the Internet for two decades or however long they've been around.

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Speaker 1: So we have to compete by building brands that people

434
00:26:17,160 --> 00:26:20,119
Speaker 1: are passionate about, that they care about, and partner with

435
00:26:20,200 --> 00:26:23,760
Speaker 1: brands in really clever ways to generate higher CPM ADS.

436
00:26:23,800 --> 00:26:26,520
Speaker 1: But the CPM the higher CPM ADS makes sense because

437
00:26:26,960 --> 00:26:29,639
Speaker 1: it's not this banner that's chasing around the Internet, but

438
00:26:29,640 --> 00:26:33,520
Speaker 1: it's actually an integration into our podcast, into our social

439
00:26:34,000 --> 00:26:37,600
Speaker 1: To Austin's point, this whole thing is like, if we

440
00:26:37,640 --> 00:26:40,800
Speaker 1: can create great niche content, what you're effectively doing is

441
00:26:40,840 --> 00:26:44,600
Speaker 1: targeting a specific psychographic, a specific problem that's being solved

442
00:26:44,680 --> 00:26:48,480
Speaker 1: or passion that's being filled for our audience. And so

443
00:26:48,640 --> 00:26:50,679
Speaker 1: by doing that, you have the ability to not just

444
00:26:50,720 --> 00:26:54,560
Speaker 1: create content in one place, but create content around like

445
00:26:54,600 --> 00:26:56,800
Speaker 1: an actual franchise in a brand. And what that allows

446
00:26:56,840 --> 00:26:59,080
Speaker 1: you to do is that when you go to market

447
00:26:59,400 --> 00:27:02,480
Speaker 1: and partner with a brand, you know, they're not just

448
00:27:02,680 --> 00:27:05,840
Speaker 1: getting native ads in Morning Brew. They're not just getting

449
00:27:06,160 --> 00:27:08,720
Speaker 1: placement in a social post. They're not just getting a

450
00:27:08,760 --> 00:27:11,560
Speaker 1: host reading a podcast. They're getting all of the things

451
00:27:11,720 --> 00:27:15,560
Speaker 1: to exist everywhere and aligned fully with the franchise that

452
00:27:15,720 --> 00:27:18,720
Speaker 1: is focused on a specific niche you know. So for

453
00:27:19,400 --> 00:27:23,680
Speaker 1: Heineken Um, we're working with them on their zero point

454
00:27:23,800 --> 00:27:27,720
Speaker 1: zero or zero zero product, which is their non alcoholic beer,

455
00:27:28,320 --> 00:27:31,520
Speaker 1: and they get to align with Business Casual, which is

456
00:27:31,680 --> 00:27:35,320
Speaker 1: the more key podcast product at Morning Brew, but we

457
00:27:35,359 --> 00:27:37,760
Speaker 1: don't even refer to it as a podcast anymore. It

458
00:27:37,960 --> 00:27:42,320
Speaker 1: is a franchise that has podcast, that has newsletter that

459
00:27:42,400 --> 00:27:45,840
Speaker 1: has social content that also gets extended into our daily newsletter,

460
00:27:46,000 --> 00:27:49,680
Speaker 1: and Heineken zero zero get those touch points in all

461
00:27:49,800 --> 00:27:52,840
Speaker 1: four places that I just mentioned, so that one stands

462
00:27:52,840 --> 00:27:54,720
Speaker 1: out to me. The other one that stands out to

463
00:27:54,720 --> 00:27:58,119
Speaker 1: me was the work that we did with Fidelity with

464
00:27:58,200 --> 00:28:02,040
Speaker 1: Fresh Invest, where we created a custom, uh interview style

465
00:28:02,160 --> 00:28:06,000
Speaker 1: podcast with them. It was a limited series where basically

466
00:28:06,000 --> 00:28:08,800
Speaker 1: I was the host. I would introduce Fresh Invest, I

467
00:28:08,800 --> 00:28:11,600
Speaker 1: would talk through the biggest things happening in the markets

468
00:28:11,640 --> 00:28:14,360
Speaker 1: in the last few days, and then I would interview

469
00:28:14,960 --> 00:28:17,919
Speaker 1: a Fidelity employee who was an expert in one of

470
00:28:17,920 --> 00:28:21,159
Speaker 1: the topics of the financial markets news that I was

471
00:28:21,200 --> 00:28:23,439
Speaker 1: covering in that episode. And we did that as a

472
00:28:23,480 --> 00:28:26,240
Speaker 1: limited series. It ended up getting you know, two x

473
00:28:26,320 --> 00:28:29,120
Speaker 1: the downloads that we were expecting on the show. Um,

474
00:28:29,160 --> 00:28:32,560
Speaker 1: you know, we're we're talking about another season for that

475
00:28:32,640 --> 00:28:34,920
Speaker 1: coming up. But that was a really good experience of

476
00:28:35,240 --> 00:28:38,240
Speaker 1: you know, if you look at the ratings for the podcast,

477
00:28:38,280 --> 00:28:40,800
Speaker 1: if you look at people's experience, people felt like it

478
00:28:40,880 --> 00:28:43,680
Speaker 1: was a genuine content franchise where they learned about the

479
00:28:43,680 --> 00:28:46,760
Speaker 1: financial markets from experts, and it just so happened to

480
00:28:46,840 --> 00:28:51,440
Speaker 1: be created in partnership with Fidelity. That's awesome. I love,

481
00:28:51,920 --> 00:28:55,240
Speaker 1: love love that you guys are talking about ecosystems and

482
00:28:55,320 --> 00:28:59,960
Speaker 1: franchises actually like ecosystems because when you start to think

483
00:29:00,040 --> 00:29:03,800
Speaker 1: about who's created I P and content ecosystems. You start

484
00:29:03,840 --> 00:29:06,720
Speaker 1: thinking about Disney, Marvel, blah blah blah blah ba. There

485
00:29:06,760 --> 00:29:12,000
Speaker 1: haven't been a lot of publishers who have created these

486
00:29:12,040 --> 00:29:15,080
Speaker 1: types of They've tried, Laura and I have like sat

487
00:29:15,080 --> 00:29:17,440
Speaker 1: with some of them. They've tried, but unsuccessfully. I think

488
00:29:17,480 --> 00:29:21,480
Speaker 1: in the past um who have really created these sustainable

489
00:29:21,560 --> 00:29:26,760
Speaker 1: ecosystems all based on specific audiences. As you guys started

490
00:29:26,760 --> 00:29:32,080
Speaker 1: thinking about this, was this an intentional build There's a

491
00:29:32,120 --> 00:29:34,959
Speaker 1: little rhetorical question, but like it was this an intentional

492
00:29:35,080 --> 00:29:39,120
Speaker 1: build into ecosystems and franchises? Was it? Were you looking

493
00:29:39,280 --> 00:29:42,920
Speaker 1: at the entertainment world and starting to see what was

494
00:29:42,960 --> 00:29:46,840
Speaker 1: happening in the last you know, seven eight years in

495
00:29:46,960 --> 00:29:50,880
Speaker 1: terms of like really building out that i P. What

496
00:29:51,080 --> 00:29:53,760
Speaker 1: led you to the infrastructure here and the kind of

497
00:29:53,760 --> 00:29:57,120
Speaker 1: framework that you're going after. I think there are a

498
00:29:57,240 --> 00:30:00,960
Speaker 1: few great examples of the people are companies that are

499
00:30:01,000 --> 00:30:06,960
Speaker 1: doing this that really inspired us. And so to your point, yeah,

500
00:30:07,000 --> 00:30:11,480
Speaker 1: I mean the scale players aren't doing this. They don't

501
00:30:11,520 --> 00:30:14,320
Speaker 1: need to. And in fact, it's probably to be honest,

502
00:30:14,320 --> 00:30:17,640
Speaker 1: those scale players that's probably disrupting themselves. They probably can't

503
00:30:17,800 --> 00:30:20,440
Speaker 1: do it. Just it's not in their DNA to build this.

504
00:30:21,000 --> 00:30:23,400
Speaker 1: But you look at if you're familiar with the Churning

505
00:30:23,400 --> 00:30:27,000
Speaker 1: group in their portfolio, whether it's Food fifty two or

506
00:30:27,200 --> 00:30:31,600
Speaker 1: Meat Eater or bar Stool or Crunchy Role, any of

507
00:30:31,640 --> 00:30:35,360
Speaker 1: these franchise, they've taken these niche audiences. Now they're doing

508
00:30:35,360 --> 00:30:39,320
Speaker 1: it with Golden Auctions, which is an auctioneer house there

509
00:30:39,440 --> 00:30:41,960
Speaker 1: that that's actually more commerce, and now they're going to

510
00:30:42,000 --> 00:30:45,160
Speaker 1: build out content. I assume they've done a really interesting

511
00:30:45,280 --> 00:30:47,560
Speaker 1: job there. Same with if you look at the Ringer,

512
00:30:47,960 --> 00:30:50,719
Speaker 1: they've done a really interesting job with some of this

513
00:30:51,480 --> 00:30:54,840
Speaker 1: and e sports teams you look at hundred Thieves or

514
00:30:54,880 --> 00:30:57,640
Speaker 1: these other sports teams, they've done a better job than

515
00:30:57,680 --> 00:31:02,680
Speaker 1: most media companies of building franchises and building passion audiences

516
00:31:02,760 --> 00:31:06,000
Speaker 1: and selling them commerce and selling them tickets to gain

517
00:31:06,360 --> 00:31:10,360
Speaker 1: to you in person, the sports competitions and events. Those

518
00:31:10,400 --> 00:31:12,280
Speaker 1: are some of the people we looked at. His inspiration

519
00:31:12,400 --> 00:31:15,920
Speaker 1: for what we're doing. Was it premeditated? Though? Like that

520
00:31:16,040 --> 00:31:17,880
Speaker 1: I want to get because what I love when you

521
00:31:17,920 --> 00:31:20,240
Speaker 1: were talking about in the how I built this, and

522
00:31:20,280 --> 00:31:21,920
Speaker 1: I think it was really honest And I have to

523
00:31:21,920 --> 00:31:25,160
Speaker 1: commend you guys on your um on your kind of

524
00:31:25,280 --> 00:31:30,840
Speaker 1: level of transparency UM, building in public and and doing

525
00:31:30,880 --> 00:31:34,560
Speaker 1: it what feels really earnestly UM, which is super refreshing

526
00:31:34,600 --> 00:31:36,920
Speaker 1: and absolutely a part of your brand, which you've already

527
00:31:36,960 --> 00:31:39,280
Speaker 1: kind of talked about. I started listening in the Founders

528
00:31:39,360 --> 00:31:42,239
Speaker 1: Journal and one of the things that you said was

529
00:31:42,680 --> 00:31:45,959
Speaker 1: we really kind of didn't know we used our naiveness

530
00:31:46,040 --> 00:31:50,320
Speaker 1: about the media business to actually succeed here when you're

531
00:31:50,360 --> 00:31:53,720
Speaker 1: talking about franchising this stuff out in these ecosystems is

532
00:31:53,720 --> 00:31:57,760
Speaker 1: actually a pretty big deal in terms of a business

533
00:31:57,840 --> 00:32:01,440
Speaker 1: infrastructure and thinking through this. So was that premeditated? What

534
00:32:01,520 --> 00:32:04,560
Speaker 1: I would say is to the point of us building

535
00:32:04,600 --> 00:32:07,000
Speaker 1: in a in a naive fashion, I would say for

536
00:32:07,080 --> 00:32:10,120
Speaker 1: the majority of the life of the business, that is

537
00:32:10,160 --> 00:32:13,840
Speaker 1: how things went down. And um. You know, Paul Graham

538
00:32:13,840 --> 00:32:16,120
Speaker 1: has a great essay about independent thinking and one of

539
00:32:16,160 --> 00:32:20,320
Speaker 1: the you know, when when he tries to to guide

540
00:32:20,360 --> 00:32:22,959
Speaker 1: people through how can you be a more independent thinker,

541
00:32:23,360 --> 00:32:25,600
Speaker 1: one of the things he always refers to is having

542
00:32:25,600 --> 00:32:28,160
Speaker 1: a beginner's mindset. What is one of the best ways

543
00:32:28,200 --> 00:32:30,040
Speaker 1: to have the beginner's mindset is literally to have a

544
00:32:30,080 --> 00:32:32,760
Speaker 1: beginner's mind is like not even know this. The way

545
00:32:32,800 --> 00:32:34,800
Speaker 1: that things have been done. That is how we started

546
00:32:34,800 --> 00:32:38,200
Speaker 1: building our business because we had no exposure to media.

547
00:32:38,760 --> 00:32:42,600
Speaker 1: And when you asked about how have we gone into ecosystems,

548
00:32:43,160 --> 00:32:45,400
Speaker 1: I think it was more just like us thinking linearly

549
00:32:45,440 --> 00:32:49,440
Speaker 1: about serving our audience and also what brands were asking for.

550
00:32:49,680 --> 00:32:53,680
Speaker 1: So it's like we started with newsletters and then we said, well, one,

551
00:32:54,080 --> 00:32:57,880
Speaker 1: we wanted to diversify away from just creating newsletter content,

552
00:32:57,960 --> 00:33:01,360
Speaker 1: and our audience doesn't just read newsletters when they read

553
00:33:01,400 --> 00:33:05,280
Speaker 1: about business. That's what guided us to podcasting because we said,

554
00:33:05,840 --> 00:33:09,160
Speaker 1: what Morning Brows built is a really intimate relationship with

555
00:33:09,200 --> 00:33:12,400
Speaker 1: a really obsessive audience. There's nothing more intimate than hearing

556
00:33:12,840 --> 00:33:15,959
Speaker 1: a personality or a brand speaking to in your ears.

557
00:33:16,520 --> 00:33:19,120
Speaker 1: And then as we've gone into other things, whether it

558
00:33:19,160 --> 00:33:22,800
Speaker 1: be social content, going more into video content, going into events,

559
00:33:23,240 --> 00:33:26,560
Speaker 1: that has been furthering that narrative of what are all

560
00:33:26,600 --> 00:33:28,640
Speaker 1: the ways that we can serve the modern business leader

561
00:33:28,800 --> 00:33:32,760
Speaker 1: in the two big needs that Austin talked about, um,

562
00:33:32,960 --> 00:33:34,760
Speaker 1: how can we do all of those things? And at

563
00:33:34,800 --> 00:33:38,920
Speaker 1: the same time, we've heard from brands how what they

564
00:33:39,000 --> 00:33:41,120
Speaker 1: hope to do is get in front of our audience

565
00:33:41,640 --> 00:33:44,600
Speaker 1: in a way where they are hitting multiple touchpoints of

566
00:33:44,640 --> 00:33:47,800
Speaker 1: that ecosystem where truly feels like in an ecosystem and

567
00:33:47,880 --> 00:33:50,080
Speaker 1: not just a single product placement here, in a single

568
00:33:50,080 --> 00:33:53,920
Speaker 1: product placement there. I would say, Now, you know, especially

569
00:33:53,920 --> 00:33:57,000
Speaker 1: with Austin at the HELM, we are way more meditated

570
00:33:57,360 --> 00:33:59,800
Speaker 1: in how we are building out these ecosystems. But I

571
00:34:00,000 --> 00:34:01,480
Speaker 1: say for the vast majority of the business, it was

572
00:34:01,520 --> 00:34:03,840
Speaker 1: really linearly thinking about what does our audience want and

573
00:34:03,880 --> 00:34:06,080
Speaker 1: also what are brands asking for? Well, I think it's

574
00:34:06,120 --> 00:34:09,759
Speaker 1: a difference between franchises versus form factors when you think

575
00:34:09,800 --> 00:34:13,719
Speaker 1: about what leads right, especially from a consumer standpoint, to

576
00:34:13,800 --> 00:34:17,600
Speaker 1: stop leading with the form factor first, but is the

577
00:34:17,680 --> 00:34:22,000
Speaker 1: perspective and community that we are building as creators that

578
00:34:22,040 --> 00:34:24,560
Speaker 1: we should be putting the premium against. It's funny you

579
00:34:24,640 --> 00:34:26,360
Speaker 1: bring this up. We've been talking about this a lot

580
00:34:26,239 --> 00:34:28,799
Speaker 1: of the Brew. We spoke the last year about this

581
00:34:28,880 --> 00:34:33,520
Speaker 1: transition from newsletter company the media company, and all that

582
00:34:33,600 --> 00:34:39,600
Speaker 1: means is we transition from a medium which is newsletter

583
00:34:40,160 --> 00:34:46,480
Speaker 1: to multi platform and we now lead with whatever platform

584
00:34:46,719 --> 00:34:52,080
Speaker 1: best serves the audience in that niche, with the talent, personalities,

585
00:34:52,920 --> 00:34:57,000
Speaker 1: whatever we have, and so as we go into personal planants,

586
00:34:57,360 --> 00:34:59,160
Speaker 1: if it makes sense to be newsletter heavy, well be

587
00:34:59,200 --> 00:35:01,120
Speaker 1: news letter heavy. If makes sense to be video heavy,

588
00:35:01,120 --> 00:35:04,839
Speaker 1: will be video heavy. And so initially we people did

589
00:35:04,840 --> 00:35:06,719
Speaker 1: call us a newsletter, and most people still think of

590
00:35:06,800 --> 00:35:09,160
Speaker 1: us as a newsletter of business. I did to think

591
00:35:09,200 --> 00:35:12,319
Speaker 1: a while. I think my goal is where a lot

592
00:35:12,360 --> 00:35:15,399
Speaker 1: of people actually discover us, not through Morning Crew, right,

593
00:35:15,440 --> 00:35:17,160
Speaker 1: they listen to Business Casual and they're like, oh, I

594
00:35:17,160 --> 00:35:20,520
Speaker 1: didn't either one what is Morning Brew? Or I didn't

595
00:35:20,600 --> 00:35:23,640
Speaker 1: Morning Brew has this podcast? That'd be awesome. And if

596
00:35:23,680 --> 00:35:25,400
Speaker 1: we can do that in all these verticals. And this

597
00:35:25,440 --> 00:35:29,000
Speaker 1: is not a one or three even three or five

598
00:35:29,080 --> 00:35:31,680
Speaker 1: year vision, this is this takes years. You look at

599
00:35:31,680 --> 00:35:34,759
Speaker 1: the companies have successfully done this. Food fifty two is

600
00:35:34,800 --> 00:35:38,920
Speaker 1: a great example. It's taken a long time. A really

601
00:35:38,960 --> 00:35:41,359
Speaker 1: meat Eaters another one. If you're not famili to media,

602
00:35:41,400 --> 00:35:43,439
Speaker 1: they're a really interesting brand and no one really talks

603
00:35:43,480 --> 00:35:46,640
Speaker 1: about it's at least not in the New York City

604
00:35:46,760 --> 00:35:51,520
Speaker 1: media circuit because they cover hunting and fishing. But that

605
00:35:51,600 --> 00:35:55,440
Speaker 1: company has scale tremendously and now they have all their

606
00:35:55,440 --> 00:35:58,240
Speaker 1: oy have a ton of brands, they bought a commerce brands.

607
00:35:58,320 --> 00:36:01,840
Speaker 1: They're selling hunting gear and you can only sell product

608
00:36:02,080 --> 00:36:05,640
Speaker 1: product to your audience, they actually care a value. You

609
00:36:05,680 --> 00:36:07,719
Speaker 1: can't sell things to your audience and they don't care

610
00:36:07,719 --> 00:36:10,520
Speaker 1: a value, And so that that's the goal. Are there

611
00:36:10,560 --> 00:36:14,040
Speaker 1: other bets as you think about this modern business leader

612
00:36:14,080 --> 00:36:18,960
Speaker 1: you're serving that push media beyond form fact there, but

613
00:36:19,080 --> 00:36:22,239
Speaker 1: push media as we know it into new territories that

614
00:36:22,320 --> 00:36:26,680
Speaker 1: perhaps some of the legacy competitors in your category aren't

615
00:36:26,719 --> 00:36:30,080
Speaker 1: thinking about. But you know that the customer is interested in.

616
00:36:31,800 --> 00:36:34,759
Speaker 1: So we have a ways to go till we're really there.

617
00:36:34,880 --> 00:36:37,880
Speaker 1: Right So right now we're testing out this this cohort

618
00:36:37,920 --> 00:36:41,759
Speaker 1: based course called MBA, which our first test into non

619
00:36:41,840 --> 00:36:46,279
Speaker 1: ad based revenue, and it's really exciting. But I see

620
00:36:46,280 --> 00:36:49,040
Speaker 1: a world in which we're not just the media brammit.

621
00:36:49,080 --> 00:36:53,720
Speaker 1: We're a consumer brand where people don't. Yes, we create content,

622
00:36:54,000 --> 00:36:56,640
Speaker 1: but just like every commerce brand out there trying to

623
00:36:56,680 --> 00:36:59,279
Speaker 1: create content, I think we can beat all of them

624
00:36:59,440 --> 00:37:02,960
Speaker 1: to create commerce. And so that core based course is

625
00:37:03,000 --> 00:37:04,759
Speaker 1: one thing we're doing. But I see a world in

626
00:37:04,800 --> 00:37:08,120
Speaker 1: which we have content and investing in content and business

627
00:37:08,120 --> 00:37:11,720
Speaker 1: news and content and productivity and maybe in the productivity vertical.

628
00:37:12,280 --> 00:37:16,480
Speaker 1: We have a morning Row journal that helps you journal

629
00:37:16,560 --> 00:37:18,799
Speaker 1: every day, and that's a I don't know, you buy

630
00:37:18,800 --> 00:37:21,640
Speaker 1: that every three months or so, and that's a product

631
00:37:21,680 --> 00:37:25,160
Speaker 1: that franchise sells. And maybe we have financial products in

632
00:37:25,200 --> 00:37:29,480
Speaker 1: the investing vertical, and maybe in the news vertical we

633
00:37:29,520 --> 00:37:31,680
Speaker 1: have a community that talks about certain types of news.

634
00:37:31,960 --> 00:37:34,080
Speaker 1: And in retail, which is the B two B side

635
00:37:34,080 --> 00:37:38,520
Speaker 1: of things, we have a once a year annual event. So,

636
00:37:39,440 --> 00:37:41,680
Speaker 1: just like the other companies I mentioned, have evolved over

637
00:37:41,760 --> 00:37:44,480
Speaker 1: time and started to build out different types of content,

638
00:37:45,640 --> 00:37:48,560
Speaker 1: blur the lines between what's a content company what's just

639
00:37:48,600 --> 00:37:51,600
Speaker 1: a consumer brand. That is where we're in up play.

640
00:37:51,640 --> 00:37:53,520
Speaker 1: But we have a lot of work to be done

641
00:37:53,920 --> 00:37:57,919
Speaker 1: in terms of just we just started to build on

642
00:37:57,960 --> 00:38:00,680
Speaker 1: social and build video and the five we have one

643
00:38:00,840 --> 00:38:03,759
Speaker 1: we have two two podcasts Always Only and then one

644
00:38:03,800 --> 00:38:07,040
Speaker 1: podcast Alex mentioned we did as a one off, and

645
00:38:07,120 --> 00:38:09,880
Speaker 1: so we just scratched the surface in terms of what

646
00:38:09,920 --> 00:38:13,440
Speaker 1: we're capable of doing. And so we have a lot

647
00:38:13,840 --> 00:38:16,200
Speaker 1: of runway in terms of what we can get done

648
00:38:16,880 --> 00:38:19,640
Speaker 1: and we're really excited about being able to do all

649
00:38:19,680 --> 00:38:22,480
Speaker 1: of that. This takes really specific talent. How are you

650
00:38:22,520 --> 00:38:26,799
Speaker 1: guys thinking about creative talent and hiring creative talent? Is

651
00:38:26,800 --> 00:38:31,880
Speaker 1: there a different kind of requirement or person you're looking for.

652
00:38:32,320 --> 00:38:37,239
Speaker 1: We have been incredibly talented team we have. It's you know,

653
00:38:37,320 --> 00:38:39,920
Speaker 1: it's not specific, Alex. It's more creative than I am,

654
00:38:40,000 --> 00:38:42,040
Speaker 1: so she can talk more about the people we have

655
00:38:42,120 --> 00:38:45,919
Speaker 1: on the team. But we just hire really talented creative people. Yeah,

656
00:38:46,000 --> 00:38:48,560
Speaker 1: I mean, I would just say that people always ask

657
00:38:48,680 --> 00:38:52,879
Speaker 1: us how is our writing so good? And there really

658
00:38:52,920 --> 00:38:56,360
Speaker 1: is no secret we hire incredible writers. We like to

659
00:38:56,360 --> 00:39:00,200
Speaker 1: say we go unicorn hunting every time we hire eiter,

660
00:39:00,480 --> 00:39:03,360
Speaker 1: because you need to find someone who is obsessed with

661
00:39:03,400 --> 00:39:07,480
Speaker 1: the news, someone who is really well informed, someone who

662
00:39:07,480 --> 00:39:10,719
Speaker 1: has great writing chops who writes with flow, who just

663
00:39:10,800 --> 00:39:15,319
Speaker 1: like writes extremely well, and someone who's funny but isn't

664
00:39:15,360 --> 00:39:18,920
Speaker 1: trying to write laugh out loud jokes, is able to

665
00:39:19,320 --> 00:39:24,560
Speaker 1: intertwine humor with um and punch nous with the stuff

666
00:39:24,600 --> 00:39:28,440
Speaker 1: that they're writing. I think talent will work the same way,

667
00:39:28,880 --> 00:39:32,080
Speaker 1: just in in a different type of context, with social

668
00:39:32,200 --> 00:39:34,279
Speaker 1: or with multimedia. I mean, we're already seeing this right

669
00:39:34,320 --> 00:39:37,000
Speaker 1: with Morning Bruce TikTok, which has gone from zero to

670
00:39:37,160 --> 00:39:42,200
Speaker 1: twenty almost seven thou followers in a few months. Daniel

671
00:39:42,239 --> 00:39:45,759
Speaker 1: Toomey who's been our talent on there um he was

672
00:39:45,800 --> 00:39:49,360
Speaker 1: an inbound person who applied to the business. We're just

673
00:39:49,400 --> 00:39:53,120
Speaker 1: gonna have to change the lens through which we assess

674
00:39:53,160 --> 00:39:56,680
Speaker 1: social audio or video talent, but we're gonna look for

675
00:39:56,680 --> 00:39:59,800
Speaker 1: the same mix, which is who who are the p

676
00:40:00,040 --> 00:40:03,480
Speaker 1: bold that are able to marry entertainment and information in

677
00:40:03,520 --> 00:40:07,080
Speaker 1: a way that creates the morning grout voice that has become,

678
00:40:07,120 --> 00:40:09,120
Speaker 1: you know, a special part of our I P. I

679
00:40:09,120 --> 00:40:11,560
Speaker 1: want to go to like a quick speed round of questions.

680
00:40:11,960 --> 00:40:15,480
Speaker 1: What is a topic that you think in the business

681
00:40:15,560 --> 00:40:17,759
Speaker 1: world that gets you so excited that you want to

682
00:40:17,760 --> 00:40:20,279
Speaker 1: go deep on and no one's really covered it the

683
00:40:20,400 --> 00:40:22,200
Speaker 1: right way or the way you want to cover it.

684
00:40:22,920 --> 00:40:27,080
Speaker 1: I would say DEFY and recently reading up on DEFY,

685
00:40:27,160 --> 00:40:31,759
Speaker 1: what is defy decentralized finance? And I'm sure people have

686
00:40:31,880 --> 00:40:34,000
Speaker 1: covered the right way. It's one of those things where

687
00:40:34,040 --> 00:40:37,320
Speaker 1: I feel like such an outsider even trying to consume

688
00:40:37,360 --> 00:40:40,520
Speaker 1: some of the content where I'll read a tweetstorm on

689
00:40:40,600 --> 00:40:44,000
Speaker 1: DEFY and I'll see a term or a phrase or

690
00:40:44,040 --> 00:40:46,960
Speaker 1: something that is a matter of fact in that conversation

691
00:40:47,000 --> 00:40:49,520
Speaker 1: I don't know, and I'll look that up and I'll

692
00:40:49,520 --> 00:40:51,440
Speaker 1: have no idea what that means. And then I'll read

693
00:40:51,520 --> 00:40:53,200
Speaker 1: that and you have to keep on pulling back layers

694
00:40:53,239 --> 00:40:56,640
Speaker 1: the onion and then they just a really complex topic. Yeah, well,

695
00:40:56,880 --> 00:40:59,080
Speaker 1: maybe a listener on the podcast can sponsor it, and

696
00:40:59,120 --> 00:41:02,279
Speaker 1: then we'll do it. Alex, what about you topic? You know?

697
00:41:02,360 --> 00:41:04,400
Speaker 1: Normally I say the creator economy, but I'm going to

698
00:41:04,480 --> 00:41:06,239
Speaker 1: switch it up this time, and what I'm gonna say

699
00:41:06,400 --> 00:41:10,880
Speaker 1: is studying totally different businesses in other countries. That's a

700
00:41:11,239 --> 00:41:14,040
Speaker 1: relevant thing for me just because, like recently, companies that

701
00:41:14,080 --> 00:41:18,040
Speaker 1: I've been looking at are China based or India based,

702
00:41:18,560 --> 00:41:24,520
Speaker 1: and you find entirely different models that haven't been tested

703
00:41:24,640 --> 00:41:28,520
Speaker 1: or haven't reached um mass market in the US, and

704
00:41:28,560 --> 00:41:30,880
Speaker 1: I think that's such an amazing arbitrage in general, like

705
00:41:30,920 --> 00:41:34,200
Speaker 1: they're different, arbitrage is for business opportunities. One is creating

706
00:41:34,200 --> 00:41:37,759
Speaker 1: a business for a younger generation. That's been done for

707
00:41:37,800 --> 00:41:39,400
Speaker 1: an older generation, but it hasn't been done for a

708
00:41:39,400 --> 00:41:42,360
Speaker 1: younger generation. That's quite literally morning brew. I think another

709
00:41:42,400 --> 00:41:45,920
Speaker 1: example of that arbitrage is studying businesses in other countries

710
00:41:46,120 --> 00:41:48,080
Speaker 1: and then bringing them stateside. I think you're even starting

711
00:41:48,080 --> 00:41:51,839
Speaker 1: to see that, like with the recent news around podcasts

712
00:41:52,320 --> 00:41:58,600
Speaker 1: um and like Apple, Spotify, MPR introducing obviously paid podcasts

713
00:41:58,600 --> 00:42:02,640
Speaker 1: like that that has existed in China for many years. Okay,

714
00:42:02,719 --> 00:42:07,239
Speaker 1: dream brand partner? Who is it? Lulu Lemon? Oh, tell

715
00:42:07,239 --> 00:42:09,960
Speaker 1: me you wear men's Lulu Lemon. Yeah I'm wearing I'm

716
00:42:09,960 --> 00:42:12,520
Speaker 1: wearing a lu Lemon right now. Yeah, I'm big, big

717
00:42:12,600 --> 00:42:15,440
Speaker 1: Lulu guy. And now they own Mirror. You can really

718
00:42:15,440 --> 00:42:18,919
Speaker 1: get a cool campaign with Mirror and Lulu Lemon. Morning Brew,

719
00:42:19,239 --> 00:42:23,480
Speaker 1: Alex Lieberman, Model executive chairman, bring it all together? Well, Alex,

720
00:42:23,480 --> 00:42:27,160
Speaker 1: who's your dream partner? So I'm gonna say this, because

721
00:42:27,360 --> 00:42:30,480
Speaker 1: Austin did a realistic one, I'm gonna do an unrealistic one.

722
00:42:30,480 --> 00:42:34,080
Speaker 1: But it ever happened. I just go into retirement right then.

723
00:42:34,120 --> 00:42:37,120
Speaker 1: And there is uh Tesla, not only because they don't

724
00:42:37,120 --> 00:42:40,080
Speaker 1: spend on marketing, but I just envision a world in which,

725
00:42:40,400 --> 00:42:43,200
Speaker 1: when it's fully autonomous, you have a whole campaign around

726
00:42:43,200 --> 00:42:46,080
Speaker 1: what work looks like in an autonomous vehicle, and I

727
00:42:46,080 --> 00:42:48,880
Speaker 1: think it would be sick. What is your legacy headline

728
00:42:49,400 --> 00:42:51,760
Speaker 1: if you look back, when all is said and done,

729
00:42:52,160 --> 00:42:54,920
Speaker 1: what would you like to sum up in a headline

730
00:42:55,000 --> 00:42:58,879
Speaker 1: about Morning Brew? That's a question you should have asked

731
00:42:58,920 --> 00:43:03,600
Speaker 1: us to prepare for That's that's a that's a big one. Ah,

732
00:43:04,239 --> 00:43:09,120
Speaker 1: this is cliche or it's a bad answer, But I

733
00:43:09,239 --> 00:43:12,040
Speaker 1: want I mean we and we said this from day one.

734
00:43:12,160 --> 00:43:14,600
Speaker 1: This was this analogy. We use the way that our

735
00:43:14,600 --> 00:43:18,360
Speaker 1: parents generation, the way boomers look at the Wall Street Journal,

736
00:43:19,160 --> 00:43:22,640
Speaker 1: especially the most passionate boomers, where they read it every day,

737
00:43:22,680 --> 00:43:26,480
Speaker 1: but also they get the Wall Street Journal Wines magazine

738
00:43:26,800 --> 00:43:29,640
Speaker 1: and they go to the wine tastings and all of

739
00:43:29,640 --> 00:43:34,479
Speaker 1: that stuff, that type interaction and that type of uh

740
00:43:35,040 --> 00:43:39,680
Speaker 1: daily you know, thinking about that brand. Yeah, I want

741
00:43:39,719 --> 00:43:42,480
Speaker 1: that to be the way people think about Morning Brew.

742
00:43:43,040 --> 00:43:45,640
Speaker 1: But compelling that with the fact that we now the

743
00:43:45,719 --> 00:43:48,160
Speaker 1: Internet and we have digital and does not a once

744
00:43:48,440 --> 00:43:50,640
Speaker 1: You don't consue a paper once day, but you consume

745
00:43:50,719 --> 00:43:54,440
Speaker 1: digital products all day long. And so that's the analogy

746
00:43:54,480 --> 00:43:57,200
Speaker 1: I want people to make. Is Morning Brew did for

747
00:43:57,239 --> 00:44:01,000
Speaker 1: for millennials or gen Z or whatever the Ultra Journal

748
00:44:01,040 --> 00:44:04,919
Speaker 1: did for boomers? What about you, Alex, Yeah, I would

749
00:44:04,920 --> 00:44:08,520
Speaker 1: say it's uh just a different angle on the same

750
00:44:08,560 --> 00:44:11,480
Speaker 1: type of take. Right, we're talking basically at the end

751
00:44:11,520 --> 00:44:14,440
Speaker 1: of the day, our goal is ubiquity for our generation.

752
00:44:14,920 --> 00:44:18,359
Speaker 1: UM I want rap songs to be written about us.

753
00:44:19,880 --> 00:44:24,160
Speaker 1: I want people to reference the Brew on big TV

754
00:44:24,239 --> 00:44:27,480
Speaker 1: shows that come out on Netflix, because when things like

755
00:44:27,520 --> 00:44:30,800
Speaker 1: happened happen like that, you reach a level of cultural

756
00:44:30,880 --> 00:44:34,800
Speaker 1: ubiquity that only happens when you've truly served an obsessive

757
00:44:34,800 --> 00:44:37,200
Speaker 1: audience for a long period of time. Before we go,

758
00:44:37,280 --> 00:44:40,080
Speaker 1: we play a game with all of our guests. Bye

759
00:44:40,080 --> 00:44:43,120
Speaker 1: bye bye. What would you get rid of? What would

760
00:44:43,160 --> 00:44:46,640
Speaker 1: you buy or acquire? And what would you do yourself?

761
00:44:47,680 --> 00:44:51,400
Speaker 1: I would buy on behalf of Morning grew a financial

762
00:44:51,440 --> 00:44:53,759
Speaker 1: service company. I don't know what, but I do think

763
00:44:53,800 --> 00:44:57,760
Speaker 1: eventually Morning Bruising get into financial products. So that's again,

764
00:44:57,800 --> 00:45:02,360
Speaker 1: that's the ten year vision. I think I would create

765
00:45:02,800 --> 00:45:06,440
Speaker 1: a tequila brand. Oh, now we're talking. Now we're talking

766
00:45:06,480 --> 00:45:09,880
Speaker 1: a partnership. Yeah, that's collaboration all the way. Spicy Margarita's

767
00:45:09,920 --> 00:45:12,640
Speaker 1: or the official drink of Atlantia Tequila shots for the

768
00:45:12,680 --> 00:45:16,680
Speaker 1: official drink of Austin Reefs. So, and what are what

769
00:45:16,719 --> 00:45:20,520
Speaker 1: are you getting rid of? I would get rid of

770
00:45:21,000 --> 00:45:24,399
Speaker 1: the sentiment that AD based businesses are bad. I think

771
00:45:24,400 --> 00:45:28,040
Speaker 1: it is ludicrous and I think bad at they add

772
00:45:28,120 --> 00:45:30,880
Speaker 1: based businesses are bad. So I think all bad businesses

773
00:45:30,880 --> 00:45:33,320
Speaker 1: are bad, But I don't think all AD based business

774
00:45:33,360 --> 00:45:37,080
Speaker 1: are bad just because a few people ran or poorly

775
00:45:37,160 --> 00:45:41,880
Speaker 1: ran AD based businesses. So you just landed yourself a

776
00:45:41,960 --> 00:45:46,400
Speaker 1: keynote at the next I A B conference. What about you, Alex?

777
00:45:46,640 --> 00:45:49,279
Speaker 1: This is a tough one. Um okay, So let's just

778
00:45:49,320 --> 00:45:55,160
Speaker 1: start uh bye? What what would I bye? Well? I

779
00:45:55,200 --> 00:45:58,720
Speaker 1: was going to say a find financial services company, because

780
00:45:58,760 --> 00:46:01,400
Speaker 1: I think there's just a lot of technology we wouldn't

781
00:46:01,400 --> 00:46:03,160
Speaker 1: want to figure out and we want from a partner.

782
00:46:03,239 --> 00:46:06,160
Speaker 1: But Austin said that, so I'm gonna go with I

783
00:46:06,200 --> 00:46:13,280
Speaker 1: would buy a failed uh direct a consumer apparel brand,

784
00:46:13,760 --> 00:46:18,719
Speaker 1: something like a Combatant Gentleman, a brand that did not

785
00:46:18,800 --> 00:46:22,040
Speaker 1: work out well but is for the modern business leader

786
00:46:22,440 --> 00:46:24,719
Speaker 1: and is what we think of quality products. But the

787
00:46:24,719 --> 00:46:27,200
Speaker 1: economics and the business they just didn't run it prudently.

788
00:46:27,560 --> 00:46:31,399
Speaker 1: I would buy that business. Who would I say by two?

789
00:46:31,520 --> 00:46:38,200
Speaker 1: Or what would I say? By two? Um? I I

790
00:46:38,239 --> 00:46:43,279
Speaker 1: would say by that I'm now I'm just cheating because

791
00:46:43,280 --> 00:46:45,080
Speaker 1: I said this on Twitter. I would say bye to

792
00:46:45,120 --> 00:46:48,200
Speaker 1: the word orthogonal. I think it's such a usually start

793
00:46:48,280 --> 00:46:51,080
Speaker 1: up word. It's a good word, but I just there

794
00:46:51,080 --> 00:46:53,400
Speaker 1: has to be a better way to say what orthogonal means.

795
00:46:53,520 --> 00:46:56,319
Speaker 1: And the only person who I give permission to use

796
00:46:56,320 --> 00:46:58,239
Speaker 1: it as Ben Thompson because he uses it a lot,

797
00:46:58,280 --> 00:47:01,879
Speaker 1: but he's also leagues UH smarter than all of us,

798
00:47:02,000 --> 00:47:05,480
Speaker 1: so he can use it. And then by b y

799
00:47:05,680 --> 00:47:09,600
Speaker 1: um a journal brand like I just think, especially the

800
00:47:09,680 --> 00:47:13,839
Speaker 1: Founders journals, the audience UH continues to grow. Literally can

801
00:47:13,920 --> 00:47:16,440
Speaker 1: have a journal called Founders Journal or journal brand by

802
00:47:16,440 --> 00:47:19,319
Speaker 1: Founders Journal that gets featured in all social content, with

803
00:47:19,360 --> 00:47:22,600
Speaker 1: all recordings of episodes. And I think given we're we

804
00:47:22,600 --> 00:47:26,200
Speaker 1: could actually literally create niche journal brands for decision journaling,

805
00:47:26,280 --> 00:47:31,279
Speaker 1: for different job functions, for UH, for mental wellness, for

806
00:47:31,480 --> 00:47:34,520
Speaker 1: professionals focused on like specific prompts for your mental health.

807
00:47:34,960 --> 00:47:36,799
Speaker 1: And the best thing about a journal business is not

808
00:47:36,840 --> 00:47:39,719
Speaker 1: only the margin um, but also you can make it

809
00:47:39,920 --> 00:47:43,520
Speaker 1: into almost a recurring revenue product where people use up

810
00:47:43,520 --> 00:47:45,120
Speaker 1: all their pages and then they need to get the

811
00:47:45,200 --> 00:47:48,960
Speaker 1: next journal. So, Alex Austin, if people want to get

812
00:47:49,000 --> 00:47:52,560
Speaker 1: in touch with you to journal, make tequila or do

813
00:47:52,600 --> 00:47:54,759
Speaker 1: business with the Brew, how can they get in touch

814
00:47:54,800 --> 00:47:57,440
Speaker 1: with you? You can sign up for Morning Brew newsletters

815
00:47:57,520 --> 00:47:59,600
Speaker 1: at morning brew dot com and you can follow me

816
00:47:59,640 --> 00:48:04,440
Speaker 1: on Twitter at Austin underscore reef r E. First you'll

817
00:48:04,520 --> 00:48:06,560
Speaker 1: go and sign up for all the Bruise products where

818
00:48:06,600 --> 00:48:09,760
Speaker 1: Austin just said morning brew dot com. Then you'll listen

819
00:48:10,239 --> 00:48:12,560
Speaker 1: one of those products is Founders Journal. Would love for

820
00:48:12,560 --> 00:48:16,400
Speaker 1: you to listen. And then on Twitter on business Barista. Awesome,

821
00:48:16,480 --> 00:48:19,000
Speaker 1: you guys, Thank you so much, Thank you so much,

822
00:48:19,280 --> 00:48:21,680
Speaker 1: and please come back and visit. We will. Thank you.

823
00:48:21,760 --> 00:48:27,560
Speaker 1: Thanks so much for having us guys. Thank you again

824
00:48:27,600 --> 00:48:31,880
Speaker 1: to Alex and Austin for coming by. Great conversation. Going

825
00:48:32,000 --> 00:48:34,759
Speaker 1: back to what we were talking about at the kind

826
00:48:34,760 --> 00:48:38,560
Speaker 1: of beginning of the show, it really codified my thinking

827
00:48:38,719 --> 00:48:40,040
Speaker 1: and some of the things that we used to do

828
00:48:40,120 --> 00:48:44,279
Speaker 1: together where we would have conversations with c r o

829
00:48:44,480 --> 00:48:47,400
Speaker 1: s at big media companies, but we would be asking

830
00:48:47,480 --> 00:48:50,560
Speaker 1: and pushing on what I P do you have? This

831
00:48:50,640 --> 00:48:54,840
Speaker 1: was what what's your I P? What's your most valuable

832
00:48:54,840 --> 00:49:00,279
Speaker 1: I P? Talent, etcetera, technology, etcetera. And what happened because

833
00:49:00,320 --> 00:49:05,000
Speaker 1: we were asking those questions, we stopped having conversations just

834
00:49:05,080 --> 00:49:09,719
Speaker 1: with the sales teams. We started having conversations with the founders,

835
00:49:10,160 --> 00:49:14,480
Speaker 1: CEOs and the chief product officers and maybe more importantly,

836
00:49:15,440 --> 00:49:18,080
Speaker 1: the chief product officers, so really the people who were

837
00:49:18,160 --> 00:49:22,360
Speaker 1: driving the technology, thinking about audiences and developing products in

838
00:49:22,600 --> 00:49:28,920
Speaker 1: media for audiences. And that completely changes the conversation that

839
00:49:29,040 --> 00:49:32,640
Speaker 1: you have on the brand partner side if you're actually

840
00:49:32,680 --> 00:49:37,799
Speaker 1: starting to develop with developed products, think about audiences with

841
00:49:38,480 --> 00:49:41,080
Speaker 1: a chief product officer at a media company. And I

842
00:49:41,120 --> 00:49:44,360
Speaker 1: think that there are actually still few chief product officers

843
00:49:44,400 --> 00:49:48,239
Speaker 1: titled kind of quote unquote properly, but I believe we're

844
00:49:48,239 --> 00:49:50,760
Speaker 1: going to see a lot more, a lot more chief

845
00:49:50,760 --> 00:49:54,759
Speaker 1: product officers entering entering into the world of media. You know,

846
00:49:54,760 --> 00:49:57,279
Speaker 1: it's interesting if you go back in the episode the

847
00:49:57,360 --> 00:50:01,160
Speaker 1: transition from newsletter to podcast, because there was an intimate

848
00:50:01,239 --> 00:50:06,560
Speaker 1: relationship that existed with an obsessive audience. That pairing of

849
00:50:06,600 --> 00:50:09,200
Speaker 1: the commercial side coupled with the content side when you're

850
00:50:09,200 --> 00:50:13,560
Speaker 1: picking up the signals, insights, inputs from audience pits on

851
00:50:14,080 --> 00:50:18,480
Speaker 1: um what what you're noting around bringing product officers forward

852
00:50:18,760 --> 00:50:23,200
Speaker 1: with revenue officers and having those conversations with marketers. How

853
00:50:23,239 --> 00:50:26,799
Speaker 1: can advertisers be a part of it and build not

854
00:50:26,920 --> 00:50:31,759
Speaker 1: just media product, but add product around it and and

855
00:50:31,840 --> 00:50:35,959
Speaker 1: in that intimate relationship with obsessive audience. Note it does

856
00:50:36,040 --> 00:50:41,680
Speaker 1: not look like impressions. It does not look like clicks.

857
00:50:42,719 --> 00:50:45,719
Speaker 1: It looks like conversations. It looks like how many sweatshirts

858
00:50:45,760 --> 00:50:48,719
Speaker 1: I sold last quarter to people who are engaged with

859
00:50:48,760 --> 00:50:52,200
Speaker 1: my community? And so could you imagine lex and we've

860
00:50:52,239 --> 00:50:55,160
Speaker 1: sat down in many of these conversations with publishers, c

861
00:50:55,320 --> 00:50:58,480
Speaker 1: ros and sales teams. If that pitch deck started with

862
00:50:59,480 --> 00:51:03,560
Speaker 1: X media company we sold ex sweatshirts with our logo

863
00:51:03,680 --> 00:51:09,319
Speaker 1: on it last quarter, versus we reached X audience, could

864
00:51:09,320 --> 00:51:13,040
Speaker 1: you imagine the conversation that that would have started for us?

865
00:51:13,120 --> 00:51:17,279
Speaker 1: And just what's happening there? Tell us about that? Yeah?

866
00:51:17,480 --> 00:51:19,680
Speaker 1: I think it just signals something different, which is the

867
00:51:19,719 --> 00:51:26,320
Speaker 1: participation factor. And in that participation factor, new ad products

868
00:51:26,360 --> 00:51:31,840
Speaker 1: and monetization models should emerge. Two things. They're one, I

869
00:51:31,880 --> 00:51:39,200
Speaker 1: think that we too easily equate scale with volume like that,

870
00:51:39,520 --> 00:51:45,080
Speaker 1: so on the nose direct impressions, giant audiences, you can scale,

871
00:51:45,280 --> 00:51:48,680
Speaker 1: and in fact, brands are doing it all the time,

872
00:51:49,320 --> 00:51:54,799
Speaker 1: scaling with niche audiences and Austin. Austin talked about that.

873
00:51:54,880 --> 00:51:56,719
Speaker 1: He was like, and I kind of pushed him, so

874
00:51:56,760 --> 00:52:01,439
Speaker 1: he hit home the point that niche and scale are

875
00:52:01,520 --> 00:52:05,759
Speaker 1: not mutually exclusive in fact they work together. And so

876
00:52:05,800 --> 00:52:09,160
Speaker 1: when you start to think about that, are we even

877
00:52:09,200 --> 00:52:11,680
Speaker 1: defining scale the right way? Do we have the right

878
00:52:12,080 --> 00:52:17,600
Speaker 1: tools to really think about and design for scale visa

879
00:52:17,680 --> 00:52:22,200
Speaker 1: V niche? And then too that participation factor, how do

880
00:52:22,280 --> 00:52:28,759
Speaker 1: we allow and invite the audience to own part of

881
00:52:28,800 --> 00:52:33,319
Speaker 1: the experience because that is where the fire happens. That

882
00:52:33,400 --> 00:52:40,120
Speaker 1: point is really interesting when you think about how much time, attention, engagement,

883
00:52:40,760 --> 00:52:45,000
Speaker 1: money is left on the table when you go vertical

884
00:52:45,480 --> 00:52:49,600
Speaker 1: versus building horizontally, and so you can scale that niche

885
00:52:49,680 --> 00:52:54,360
Speaker 1: by moving into and diversifying your product portfolio, as we

886
00:52:54,440 --> 00:52:57,000
Speaker 1: heard the Brew intends to do. I think it's a

887
00:52:57,040 --> 00:53:00,760
Speaker 1: really interesting inflection point for media company. He's in thinking

888
00:53:00,800 --> 00:53:05,759
Speaker 1: about ted Lasso included how I moved from form and

889
00:53:05,800 --> 00:53:10,319
Speaker 1: function to franchise and thinking about the newsletter or a

890
00:53:10,360 --> 00:53:13,680
Speaker 1: streaming show which now has the ability to move into

891
00:53:13,800 --> 00:53:17,640
Speaker 1: and engage with community in new ways that widely opens

892
00:53:17,719 --> 00:53:23,120
Speaker 1: up the aperture for business totally. And with that, Atlantia,

893
00:53:23,320 --> 00:53:26,560
Speaker 1: we'll be back in two weeks. Laura hit it with

894
00:53:26,600 --> 00:53:28,319
Speaker 1: a list of all of our friends and family at

895
00:53:28,320 --> 00:53:30,359
Speaker 1: my Heart who have been so good to us and

896
00:53:30,400 --> 00:53:33,000
Speaker 1: helped us get back on air. Big thank you to

897
00:53:33,120 --> 00:53:37,480
Speaker 1: Bob Connal, Carter, Andy, Eric Gayle Val, Michael jen We

898
00:53:37,560 --> 00:53:40,680
Speaker 1: appreciate you. Thank you so much for this opportunity. We'll

899
00:53:40,719 --> 00:53:47,480
Speaker 1: see you in two weeks. So, Ryan, what Ted Lasso

900
00:53:47,600 --> 00:53:51,000
Speaker 1: character are you? I really wish I was Roy Kent,

901
00:53:51,680 --> 00:53:54,919
Speaker 1: but I am, in fact a Nate through and through,

902
00:53:55,320 --> 00:54:00,600
Speaker 1: and I hope that is uh his oar goes where

903
00:54:00,600 --> 00:54:02,960
Speaker 1: I think it's going, where he'll have a bit of

904
00:54:03,000 --> 00:54:05,160
Speaker 1: redemption from being a little bit of a jerk this

905
00:54:05,239 --> 00:54:08,160
Speaker 1: season totally. But he's not a jerk, and you're not

906
00:54:08,200 --> 00:54:11,920
Speaker 1: a jerk. He's like a secret killer. He's a secret killer. Yeah,

907
00:54:12,040 --> 00:54:13,879
Speaker 1: you don't see you don't see him coming, and then

908
00:54:13,920 --> 00:54:16,719
Speaker 1: he'll just drop some some knowledge bombs. Ryan, if you

909
00:54:16,760 --> 00:54:21,759
Speaker 1: have to cast Alexa and I, who oh my gosh, Well,

910
00:54:21,880 --> 00:54:24,439
Speaker 1: well Laura has to be. It's it's a tough toss

911
00:54:24,480 --> 00:54:26,400
Speaker 1: up because I know you probably both want to be

912
00:54:26,440 --> 00:54:28,400
Speaker 1: the key Ley. But I feel like I feel like

913
00:54:28,480 --> 00:54:31,200
Speaker 1: Laura's kind of the KEI ly in in this vibe

914
00:54:31,600 --> 00:54:34,440
Speaker 1: as an occasional mix of Roy, a little bit of Roy.

915
00:54:34,600 --> 00:54:38,919
Speaker 1: I think there's a little Roy Kent, a little Roy Kent. Yeah,

916
00:54:39,040 --> 00:54:41,120
Speaker 1: I think Laura will be are Roy. That's a good call,

917
00:54:41,640 --> 00:54:43,840
Speaker 1: all right, Ryan, who am I? Who am I? I

918
00:54:44,320 --> 00:54:46,480
Speaker 1: have to go with with the boss lady, with the

919
00:54:46,480 --> 00:54:52,520
Speaker 1: team owner. I feel like just honest and like doing

920
00:54:52,600 --> 00:55:00,399
Speaker 1: weird investigative. I think that you're you're definitely the leader

921
00:55:00,520 --> 00:55:03,880
Speaker 1: that surprises, that's very much in touch with the team

922
00:55:04,040 --> 00:55:07,040
Speaker 1: and uh and knows the way to go. Nate, you

923
00:55:07,120 --> 00:55:11,640
Speaker 1: just got promoted. Nate, you just got promoted assistant coach.

924
00:55:12,719 --> 00:55:14,600
Speaker 1: You definitely our assistant coach.