WEBVTT - Broadly Speaking: Nothing Starts with No 0:00:00.080 --> 0:00:03.760 I'm off my game today. No, you're not. People are 0:00:03.800 --> 0:00:05.600 going to have to start making better content. I think 0:00:05.640 --> 0:00:07.120 we're gonna be talking about this for a long time. 0:00:07.200 --> 0:00:10.200 When you program for everyone, you program for no one. 0:00:10.240 --> 0:00:12.280 I think it's a word purpose driven platform. Like we're 0:00:12.320 --> 0:00:15.640 trying to get to substance? How was that? Are you 0:00:15.680 --> 0:00:19.200 happy with that? This is marketing therapy right now? It 0:00:19.480 --> 0:00:27.480 really is? What's up? I'm Laura Curni and I'm Alexa Kristen. 0:00:27.520 --> 0:00:31.800 Welcome back to Atlantia. April showers, bring May flowers. So 0:00:31.880 --> 0:00:35.640 today we're talking about ladies. Yeah, we're going like Beyonce 0:00:35.840 --> 0:00:40.000 just did Bacello. Well, we're going rides. So we're gonna 0:00:40.000 --> 0:00:43.000 have ari Wen Groff, publisher of Broadley, on the show. 0:00:43.040 --> 0:00:46.640 Broadley being the women's platform on Vice. So we wanted 0:00:46.640 --> 0:00:50.159 to have arian other than her being a total badass, 0:00:50.680 --> 0:00:53.960 she is a total bad super smart and super crazy smart. 0:00:54.360 --> 0:00:59.840 To talk about publishing for female issues looks like today brands, 0:01:00.040 --> 0:01:02.120 how brands can get around it, and how brands maybe 0:01:02.120 --> 0:01:06.160 aren't getting around it, and also like, what is content 0:01:06.240 --> 0:01:08.640 for women actually look like? What does that actually mean? 0:01:08.720 --> 0:01:11.039 Or does it mean anything? Can we categorize it? And 0:01:11.080 --> 0:01:13.560 so we wanted or should we categorize it? And I 0:01:13.600 --> 0:01:15.680 think for us, one of the things that Laura and 0:01:15.720 --> 0:01:18.440 I have talked a lot about is that a lot 0:01:18.480 --> 0:01:22.560 of publishers have come out with kind of female adjacent 0:01:22.800 --> 0:01:28.560 content to their general content. Being adjacent adjacent keyword. And 0:01:28.600 --> 0:01:32.319 I think that Vice was one of the first who 0:01:32.440 --> 0:01:36.720 actually created a female platform, right which was not influenced 0:01:36.800 --> 0:01:40.960 or informed by other topics that existed, but rather was 0:01:41.040 --> 0:01:44.319 hitting issues that went deeper than sort of surface pop 0:01:44.360 --> 0:01:47.360 culture that you can catch in any of the glossy 0:01:47.560 --> 0:01:51.280 magazines or celebrity rags. Yeah, totally. I think you can 0:01:51.320 --> 0:01:55.160 go to school on culture through a female lens in 0:01:55.200 --> 0:01:58.680 some ways with broadly, so like the topics are, they're 0:01:58.720 --> 0:02:03.440 intense there in the intensely also educational right from the 0:02:03.480 --> 0:02:05.559 standpoint of what's happening in other parts of the world, 0:02:05.640 --> 0:02:07.640 and are He's going to talk a little bit about 0:02:07.800 --> 0:02:10.120 some of the the places she's gone, some of the people 0:02:10.120 --> 0:02:12.440 that she's talked to, and the growth that they're going 0:02:12.480 --> 0:02:15.359 to be seeing globally and that intensity just to touch 0:02:15.400 --> 0:02:17.680 on it, because I think it's super important that intensity 0:02:17.720 --> 0:02:20.640 is now part of this woke American culture right. It 0:02:20.720 --> 0:02:22.799 is part of not the subconscious, it is a part 0:02:22.840 --> 0:02:26.920 of the conscious of young female audiences. And I think 0:02:26.919 --> 0:02:29.040 for as you were just alluding to, for brands to 0:02:29.080 --> 0:02:32.240 sort of miss the opportunity to not just get on 0:02:32.320 --> 0:02:36.840 the bandwagon, but truly find a purpose within that platform. 0:02:37.080 --> 0:02:38.959 Are He's going to talk to us about why that's 0:02:39.000 --> 0:02:42.560 important now more than ever? So with that A hundred 0:02:42.600 --> 0:02:45.600 emoji A hundred are you GLF, We'll be right back. 0:02:59.000 --> 0:03:02.120 We're back in this studio at Lantia with a very 0:03:02.160 --> 0:03:05.920 special guest, ari Wen Groff, the publisher of Broadly Advice. 0:03:07.480 --> 0:03:11.280 Good to be here. So all right, we were just 0:03:11.480 --> 0:03:14.240 shooting the ship a bit about your background, and you've 0:03:14.240 --> 0:03:17.920 been at vice for about four years, right, But you 0:03:18.000 --> 0:03:20.960 came from politics. I came from politics. I got my 0:03:21.040 --> 0:03:24.160 start working for Governor Shumlin, who ran for office in 0:03:25.160 --> 0:03:27.640 when all of the other Republicans one across the country. 0:03:27.680 --> 0:03:29.720 He was one of the few Democrats that one, and 0:03:29.760 --> 0:03:32.400 then worked for him as press secretary and worked for 0:03:32.440 --> 0:03:35.440 the party for a long time, did some consulting, and 0:03:35.480 --> 0:03:38.119 then ended up switching over to media. And I love 0:03:38.200 --> 0:03:40.360 that you were just telling us like I knew that 0:03:40.400 --> 0:03:46.480 I could create socially responsible legislation potentially if you could 0:03:46.480 --> 0:03:49.600 get if you could get it past, and then you 0:03:49.640 --> 0:03:52.960 started thinking about media because you felt like you could 0:03:53.000 --> 0:03:56.280 do this in media, but at a broader, probably faster 0:03:56.360 --> 0:03:59.080 pace level of change. Yeah. I mean, if you're lucky, 0:03:59.160 --> 0:04:01.800 when you're working for a state house or on the hill, 0:04:01.880 --> 0:04:04.600 you could get one two pieces of legislation done. And 0:04:04.640 --> 0:04:06.920 in Vermont there was a lot more pressure because there's 0:04:06.920 --> 0:04:09.000 like less than six hundred thousand people in the whole state. 0:04:09.160 --> 0:04:11.160 So someone calls you and says this is important to me, 0:04:11.200 --> 0:04:12.440 and you don't do it, You're going to see them 0:04:12.480 --> 0:04:13.640 at the fair and they're going to bring it up 0:04:13.640 --> 0:04:16.200 to you. Whereas if you wanted to do something larger 0:04:16.200 --> 0:04:18.720 and moved to d C, especially because it was Republican 0:04:18.720 --> 0:04:21.479 controlled Congress, there was a zero percent chance of getting 0:04:21.480 --> 0:04:23.560 anything done. And so I wanted to move into a 0:04:23.600 --> 0:04:25.719 space where I could actually take the same issues that 0:04:25.760 --> 0:04:28.159 I cared about and have a larger impact. But you 0:04:28.240 --> 0:04:30.599 had no idea who vice was, Oh my god, none, 0:04:30.760 --> 0:04:33.840 like like the story, like a hundred percent zero clue. 0:04:33.960 --> 0:04:36.320 Um I was. I was essentially doing all these informational 0:04:36.320 --> 0:04:39.000 interviews and got really connected by all of these amazing women, 0:04:39.080 --> 0:04:41.760 and it was Peggy Panosh connected me to Meglow connected 0:04:41.760 --> 0:04:43.960 me to Ellen East and who who said when I 0:04:43.960 --> 0:04:45.880 met with her, there's a small group of women who 0:04:45.960 --> 0:04:47.920 look out for each other. So if you need anything, 0:04:48.040 --> 0:04:50.560 let me know. But none of those meetings felt right. 0:04:50.920 --> 0:04:53.320 And I got connected through a friend of mine to 0:04:53.360 --> 0:04:56.279 the general council at Vice and literally didn't even realize 0:04:56.320 --> 0:04:58.000 that he was a general counsel because if you look 0:04:58.000 --> 0:04:59.960 back at my cover letter, I called him the president 0:05:00.080 --> 0:05:03.400 CEO of a company, so clearly didn't even know who 0:05:03.400 --> 0:05:05.680 Shane was at the time and obviously didn't think about 0:05:05.720 --> 0:05:08.240 it seriously enough to put in the research. And I 0:05:08.279 --> 0:05:10.240 got called in and from the time I went in 0:05:10.320 --> 0:05:12.240 for the first meeting to two weeks later, there was 0:05:12.279 --> 0:05:14.200 a new wall in the building and there were still 0:05:14.200 --> 0:05:15.839 two entrances into it at a time. But it was 0:05:15.880 --> 0:05:18.320 just crazy, like to me, it was so unlike anything 0:05:18.360 --> 0:05:21.080 I've ever seen, and it was just attractive. Yeah, it 0:05:21.120 --> 0:05:23.320 was attractive to feel like I could walk in and 0:05:23.360 --> 0:05:25.520 make any stamp I wanted and that that would be 0:05:25.520 --> 0:05:28.120 supported and and very much the philosophy of ice at 0:05:28.120 --> 0:05:30.520 the time and still now is nothing starts with no 0:05:31.040 --> 0:05:33.280 like I could bring anything up, I could join any meeting, 0:05:33.279 --> 0:05:35.520 I could raise my hand. I had to raise my hand, 0:05:35.839 --> 0:05:38.360 but I could participate. And to me, that was an 0:05:38.400 --> 0:05:41.320 incredible structure coming from the political world where I was 0:05:41.360 --> 0:05:43.359 always young and I could be on the fringe of 0:05:43.360 --> 0:05:46.000 the room, but no one ever thought that I necessarily 0:05:46.040 --> 0:05:48.239 should be in the room. And when you were working 0:05:48.240 --> 0:05:50.200 at Vice at the time, there were so few people. 0:05:50.600 --> 0:05:52.240 You were there because you were supposed to be there 0:05:52.640 --> 0:05:56.240 and everybody was just running up a hill. Did you 0:05:56.320 --> 0:05:58.920 question yourself when you had to raise your hand? I 0:05:58.960 --> 0:06:01.080 think when you felt that eat, You're like, I have 0:06:01.160 --> 0:06:04.880 something to say or was it just so open? Yes, 0:06:04.960 --> 0:06:07.760 I definitely questioned myself, particularly because I didn't know anything 0:06:07.800 --> 0:06:10.159 about media. Like when I look back, I spent a 0:06:10.200 --> 0:06:13.840 long time listening first, Like, I definitely didn't put myself 0:06:13.880 --> 0:06:15.960 out there, but when I felt comfortable to, I did, 0:06:16.040 --> 0:06:18.359 and I started taking on side projects and working a 0:06:18.360 --> 0:06:20.400 lot more on synergy within the company. You know, at 0:06:20.400 --> 0:06:23.479 the time, Viceland was an idea. We didn't even have 0:06:23.520 --> 0:06:27.159 a linear channel. But when I started to gain confidence 0:06:27.200 --> 0:06:30.240 in that, then I just went for it. And Shane 0:06:30.240 --> 0:06:32.400 was always supportive of me, and that I mean when 0:06:32.480 --> 0:06:40.360 Gloria first came to the office. We're talking about Gloria 0:06:41.640 --> 0:06:44.800 when she first came. UM, it was just supposed to 0:06:44.800 --> 0:06:47.600 be a meeting with Shane and Gloria and Amy Richards, 0:06:47.600 --> 0:06:50.640 who's her sort of advisor and confidant. And I said 0:06:50.640 --> 0:06:53.520 to him, you know, I like Gloria Steinam, Can I 0:06:53.600 --> 0:06:55.599 be in that meeting? And so I joined him. By 0:06:55.640 --> 0:06:57.600 the end of it, Um he was like, Ari, I'll 0:06:57.680 --> 0:07:00.440 run this with you, and then I just took it. 0:07:00.480 --> 0:07:01.960 But it turned into a show that we made on 0:07:02.040 --> 0:07:04.880 Viceland called Women of Cloria Steinham, which was around international 0:07:04.960 --> 0:07:07.200 women's issues and how if we continue to silo them, 0:07:07.240 --> 0:07:10.320 we won't move forward systemically. And that really came out 0:07:10.320 --> 0:07:13.400 of seeing that at the time there weren't stories that 0:07:13.440 --> 0:07:18.080 we're talking to women around in depth um international issues 0:07:18.080 --> 0:07:19.560 in the way that I felt there should be, and 0:07:19.600 --> 0:07:21.280 so this was kind of our view of doing that 0:07:21.360 --> 0:07:25.000 in the vice way. So fast forwards, it's certainly the 0:07:25.160 --> 0:07:28.720 year of the woman or women are just the whole 0:07:28.800 --> 0:07:33.240 damn girl squad. And you find yourself as the publisher 0:07:33.280 --> 0:07:36.880 of Broadly, Can you talk about that journey and what 0:07:37.120 --> 0:07:40.640 the founding sort of principle principle yeah, was around the 0:07:40.680 --> 0:07:42.880 development of that project and now it turned into a 0:07:42.880 --> 0:07:46.680 full fledged platform. Yeah. When I was creating Women UM, 0:07:46.720 --> 0:07:48.840 at the same time Vice was working on Broadly. And 0:07:48.880 --> 0:07:51.160 that started because we always knew that there was a 0:07:51.200 --> 0:07:53.800 home for women at Vice, but not enough women knew it, 0:07:53.880 --> 0:07:56.240 and we didn't want to take like ten years or 0:07:56.280 --> 0:07:59.200 however long it would take naturally to bring that in UM. 0:07:59.240 --> 0:08:02.680 And so we felt like creating broadly, which is what 0:08:02.720 --> 0:08:05.600 we believe is we don't undermine women's intelligence, we speak 0:08:05.640 --> 0:08:08.320 to it. And so in that we decided to take 0:08:08.400 --> 0:08:10.679 what device do better than anyone else, and that's video, 0:08:11.000 --> 0:08:13.960 and let's take it for women. UM. And so when 0:08:13.960 --> 0:08:16.360 I was creating Woman, we were creating Broadly, and we 0:08:16.400 --> 0:08:19.120 actually had Unilever as our launch partner for that. And 0:08:19.160 --> 0:08:21.080 two and a half years later, it's still our most 0:08:21.120 --> 0:08:24.160 successful digital launch to date. It's our second youngest audience, 0:08:24.480 --> 0:08:28.440 most mobile UM. We've won a Lifestyle Webby for a website. 0:08:28.440 --> 0:08:31.120 We're up for it again. So we really feel like 0:08:31.200 --> 0:08:34.480 there's still nothing that quite compares to what we do UM. 0:08:34.480 --> 0:08:36.480 Of course, there are other really great sites out there 0:08:36.480 --> 0:08:39.680 for women. But it's so interesting because you know, we 0:08:39.760 --> 0:08:41.200 call it the Year of the Woman, but some of 0:08:41.200 --> 0:08:43.079 the stuff that's coming up just like blows my mind. 0:08:43.200 --> 0:08:46.080 Like even the Pulitzer announcement today was by a woman, 0:08:46.120 --> 0:08:47.640 which is the first time, and it's hundred in two 0:08:47.720 --> 0:08:54.080 year history that that's happened woman headlining. Right when that 0:08:54.720 --> 0:08:58.600 in the morning, I had to watch it. Everyone was unbelievable. 0:08:58.679 --> 0:09:01.079 It was incredible. So so I think what you're you're 0:09:01.080 --> 0:09:03.079 just bringing up is interesting that there's certainly a lot 0:09:03.120 --> 0:09:06.040 of women's content out there, but not many things, like 0:09:06.120 --> 0:09:09.360 Broadly Anti said, haven't been a female first platforms that 0:09:09.400 --> 0:09:11.559 have taken off quite in the way yours has. I 0:09:11.600 --> 0:09:13.480 think we can count on our hands a number of 0:09:13.640 --> 0:09:15.240 you know, female first. What do you think about the 0:09:15.320 --> 0:09:18.080 Lenny Letter of the World, the Lily from Washington Post, 0:09:18.160 --> 0:09:20.240 But that actually feels and I'll just I love the 0:09:20.280 --> 0:09:25.480 Washington Post, love you, but it feels adjacent. It feels 0:09:25.520 --> 0:09:28.160 still to the side. And I think what what I 0:09:28.200 --> 0:09:31.640 always found it interesting about Broadly and about Lenny Lenny 0:09:31.760 --> 0:09:35.480 is all about females. Broadly was one of the first 0:09:35.960 --> 0:09:39.720 right that also to your point, didn't play Kate, but 0:09:39.720 --> 0:09:44.040 but actually intrigued. Yeah, well, and that's the core of 0:09:44.080 --> 0:09:46.199 what broadly is right, Like, we're not going to create 0:09:46.240 --> 0:09:48.440 something where every single headline has to remind you that 0:09:48.440 --> 0:09:50.440 you're a woman. We're going to provide value in the 0:09:50.480 --> 0:09:52.600 content that we're making for you, and we want to 0:09:52.640 --> 0:09:54.720 make sure that we're providing value to our audience. I think, 0:09:54.760 --> 0:09:56.240 I mean, I actually do think that that is what 0:09:56.320 --> 0:09:59.120 teen Vogue as well is doing right now. You know, 0:09:59.160 --> 0:10:02.000 the truth is is right now we see for broadly 0:10:03.040 --> 0:10:06.800 women and LGBT content because truthfully, the younger generation doesn't 0:10:06.840 --> 0:10:10.320 see gender as a huge part of their identity. You know, 0:10:10.360 --> 0:10:12.040 it's what we're talking about in terms of the year 0:10:12.040 --> 0:10:14.000 of the Woman, Like, the change of how we feel 0:10:14.000 --> 0:10:17.200 we're presented as women versus young sixteen year olds is 0:10:17.240 --> 0:10:20.480 so different. They don't see it like that. The idea 0:10:20.520 --> 0:10:23.040 that these things adjacent, I think is a great word 0:10:23.120 --> 0:10:27.040 live adjacent to the male dominated content. Do you think 0:10:27.040 --> 0:10:29.520 are that that is a part of the issue, and 0:10:29.559 --> 0:10:31.880 then that it's not this integrated thing and that you 0:10:31.920 --> 0:10:34.319 went out and said we're going to remove female from 0:10:34.320 --> 0:10:36.640 even the headline. We're going to create content that speaks 0:10:36.679 --> 0:10:40.319 to a broad audience with a specific segment in mind 0:10:40.559 --> 0:10:42.280 is a huge part of the problem. You know. One 0:10:42.280 --> 0:10:44.240 of the things that works about broadly is that when 0:10:44.240 --> 0:10:46.720 we grew its original Facebook audience, we did it based 0:10:46.760 --> 0:10:48.880 off of the vice Facebook when we would be sharing 0:10:48.920 --> 0:10:52.120 so broadly, audience isn't even percent female. It changes based 0:10:52.120 --> 0:10:54.520 on the topic that you're talking about, and we're therefore 0:10:54.600 --> 0:10:58.480 introducing content around and about women to men that therefore 0:10:58.480 --> 0:11:00.240 wouldn't be seeing it otherwise. And I think that's a 0:11:00.280 --> 0:11:03.160 huge part of it, Like you're siloing out women's content 0:11:03.200 --> 0:11:05.120 to women who already know their women and they know 0:11:05.160 --> 0:11:07.400 what they want, and you're not telling these stories to 0:11:07.440 --> 0:11:09.760 the men that aren't taking the time to listen. And 0:11:09.800 --> 0:11:12.000 that's part of why they're not able to adjust. And 0:11:12.040 --> 0:11:14.200 women have such a huge spending power, they have such 0:11:14.200 --> 0:11:17.160 a huge consumption, right, and yet we're like these things 0:11:17.200 --> 0:11:19.840 are so surprising to us. I think it'll be a 0:11:19.840 --> 0:11:22.199 long time. It's going to kill some sites because they're 0:11:22.240 --> 0:11:26.240 not adjusting fast enough. What is the conversation with advertisers. 0:11:26.360 --> 0:11:29.600 I mean, there's so many companies out there and so 0:11:29.640 --> 0:11:35.040 many brands who have taken on diversity, who have taken 0:11:35.160 --> 0:11:39.960 on um female issues and female content and marketing to females. 0:11:40.200 --> 0:11:44.640 But I'm not sure that there's systemic change, and you 0:11:44.679 --> 0:11:47.600 can see that in some of the kind of partnerships 0:11:47.679 --> 0:11:53.760 and conversations around partnerships. Yes, we've been lucky at Vice 0:11:53.840 --> 0:11:56.640 that there's no compromising around the fact that we will 0:11:56.679 --> 0:11:59.280 work with a brand to tell the best story possible 0:11:59.760 --> 0:12:03.440 as opposed to trying to tell something that they already 0:12:03.480 --> 0:12:06.600 think their audience knows. So, for example, we did a 0:12:06.600 --> 0:12:09.440 partnership with Smyrnoff this year where they wanted to increase 0:12:09.440 --> 0:12:12.880 their relevance around women, and so we noticed that only 0:12:13.760 --> 0:12:16.400 of headliners for DJs were women, So why don't we 0:12:16.440 --> 0:12:18.640 make a goal to double that? So we worked with them, 0:12:18.720 --> 0:12:21.000 we worked with Spotify to do that to double that number, 0:12:21.000 --> 0:12:22.800 and then we did a long form doc about it. 0:12:23.120 --> 0:12:25.240 Um it actually was voted with ad Age is the 0:12:25.320 --> 0:12:28.000 number one branded partnership this year and was nominated for 0:12:28.040 --> 0:12:31.360 a Webby because we're telling a story. Like I always 0:12:31.360 --> 0:12:33.560 say when I'm in brand meetings that what Vice and 0:12:33.600 --> 0:12:36.360 what broadly does best is that in the same way 0:12:36.400 --> 0:12:40.040 that kids will remember a song that they like because 0:12:40.160 --> 0:12:42.360 more than like a homework assignment or a math problem 0:12:42.400 --> 0:12:44.319 because I actually like the song. We're going to tell 0:12:44.360 --> 0:12:46.439 a story that that kid or that young person is 0:12:46.440 --> 0:12:48.480 going to like, and therefore they're going to internalize it 0:12:48.480 --> 0:12:50.880 in a different way. So when we're talking to brands, 0:12:50.880 --> 0:12:53.160 it's the same thing. It was a huge mission for 0:12:53.280 --> 0:12:55.920 me in broadly to not um work with just a 0:12:55.960 --> 0:12:59.160 beauty partner for our initial launch. Our initial brands, like 0:12:59.200 --> 0:13:00.800 the brands that we work with, we have a couple 0:13:00.880 --> 0:13:03.400 that I can't announce today but that are coming out 0:13:03.440 --> 0:13:06.640 soon that are traditionally male focused, but we're doing a 0:13:06.679 --> 0:13:08.680 program with them for women because they see the value 0:13:08.679 --> 0:13:10.360 in that. But most of the time when I am 0:13:10.400 --> 0:13:13.840 talking to brand still they will first bring up beauty fashion, 0:13:14.400 --> 0:13:16.559 what is the broadly woman, who does she look like? 0:13:16.880 --> 0:13:20.040 And while that's important and what her style is is important, 0:13:20.200 --> 0:13:22.719 it's more important for us to talk about what she's 0:13:22.760 --> 0:13:25.040 interested in, listening to what she wants to watch, Like 0:13:25.040 --> 0:13:29.240 our auto and finance brands coming to you. Auto yeah, 0:13:29.400 --> 0:13:32.240 Finance no, But I actually think finance is still such 0:13:32.240 --> 0:13:35.120 a missed opportunity in general. Like, you know, most of 0:13:35.120 --> 0:13:36.600 the stuff that they're doing and you'll still see it. 0:13:36.640 --> 0:13:38.640 Most of the things that people are interested in financing 0:13:38.640 --> 0:13:41.240 our lists. They don't really want to get into something 0:13:41.240 --> 0:13:43.960 that they feel subversive, and anything around women is subversive 0:13:43.960 --> 0:13:47.680 to them, right, let's be honest. And women don't want platitudes. 0:13:47.720 --> 0:13:49.800 They want to feel like there's action around them and 0:13:50.200 --> 0:13:52.120 for us right now. I mean, that's why we started 0:13:52.120 --> 0:13:54.520 the Broadly Film Fund, and that actually gives brands an 0:13:54.520 --> 0:13:57.280 opportunity if they want to make content around the films, 0:13:57.320 --> 0:13:59.400 to actually feel like they're taking apart and empowering a 0:13:59.480 --> 0:14:01.800 young next generation of creators. But most of the time 0:14:01.840 --> 0:14:03.880 when you talk to them about it, everything is a 0:14:03.920 --> 0:14:06.520 little bit too scary. Look at these female adjacent brands 0:14:07.040 --> 0:14:12.280 around traditional or legacy media companies, Um, they've merchandized it 0:14:12.360 --> 0:14:17.559 with the word woman or women in the headline. Can 0:14:17.600 --> 0:14:20.280 you talk a little bit about the fundamental difference in 0:14:20.400 --> 0:14:24.840 why you chose to go broadly um, and what sort 0:14:24.880 --> 0:14:27.040 of the development of that platform looked like when you 0:14:27.080 --> 0:14:29.280 were conceiving it, Like, what were the filters that you said, 0:14:29.440 --> 0:14:31.840 this can't look like this, because if we do this, 0:14:32.520 --> 0:14:34.520 we will just have ended up like everybody else who 0:14:34.600 --> 0:14:38.440 is badging our content with a female lens. When we 0:14:38.440 --> 0:14:41.200 were creating broadly, and we went through many iterations of 0:14:41.200 --> 0:14:43.840 what the name could potentially be. We actually felt like 0:14:43.840 --> 0:14:46.640 it was important to reclaim that word, which had previously 0:14:46.680 --> 0:14:49.120 been seen in some ways as a negative connotation for 0:14:49.240 --> 0:14:54.240 what uh so when we were doing broadly because we 0:14:54.320 --> 0:14:56.800 felt like speaking to women's intelligence was at the core 0:14:56.840 --> 0:14:59.480 of what we wanted to do. We also felt like 0:14:59.560 --> 0:15:02.080 it had to be a journalism first sight, Like when 0:15:02.080 --> 0:15:05.000 I'm explaining broadly, I don't necessarily people always say to me, 0:15:05.040 --> 0:15:08.280 what's your twenty nine rooms, right? And I really yes, 0:15:08.720 --> 0:15:12.960 And I have to say I compare Broadly much more 0:15:13.000 --> 0:15:15.680 often to something like a long form underground New Yorker 0:15:16.120 --> 0:15:19.160 or I want to find those not And it's nothing 0:15:19.160 --> 0:15:22.080 against refinery, but I think it's important that we speak 0:15:22.120 --> 0:15:25.920 to what the other pillars of interest are to that woman, 0:15:26.200 --> 0:15:28.080 and that's what we wanted to show. We wanted we 0:15:28.120 --> 0:15:30.160 didn't want to make a reactive site that was reacting 0:15:30.200 --> 0:15:32.080 to news or pop culture. We wanted to make the 0:15:32.080 --> 0:15:34.120 news in the same way that Vice doesn't respond to 0:15:34.160 --> 0:15:37.040 breaking news, like kindergartener's playing soccer and everyone's running after 0:15:37.080 --> 0:15:39.000 the ball. They go and tell the story before, and 0:15:39.000 --> 0:15:42.200 they tell it after and we reflect that in our journalism. 0:15:42.320 --> 0:15:44.600 Um and so as as the site has evolved, we 0:15:44.600 --> 0:15:47.120 are trying to incorporate now more of an LGBT audience 0:15:47.120 --> 0:15:50.880 into that as well. So going back to Gloria, Gloria, Yes, 0:15:51.160 --> 0:15:53.040 she's amazing to work with it because she's a hundred 0:15:53.080 --> 0:15:55.880 percent herself, which is why she fit with VICE. I mean, 0:15:55.960 --> 0:15:59.560 there's no other company still I think that would have 0:15:59.640 --> 0:16:02.120 screen lit a show with at the time, an eighty 0:16:02.120 --> 0:16:04.440 two year old woman that's focused on a millennial audience. 0:16:04.880 --> 0:16:08.280 Right now, she's eighty four. At the time she was 0:16:08.360 --> 0:16:12.320 eighty two. She's extraordinary and and in working on the show, 0:16:12.360 --> 0:16:14.840 she was just a great compass because we knew how 0:16:14.880 --> 0:16:16.720 to We knew how to put someone that was young 0:16:16.840 --> 0:16:19.320 on the ground telling the story. And what we wanted 0:16:19.360 --> 0:16:21.160 to do was to allow someone who couldn't go there 0:16:21.200 --> 0:16:24.080 themselves to bear witness in order to create change, and 0:16:24.080 --> 0:16:26.880 then Gloria could provide the context for what we should 0:16:26.920 --> 0:16:29.960 be talking about. Did she feel like we've gotten further 0:16:30.080 --> 0:16:34.440 down the road in our crusade for equality and female rights? 0:16:34.480 --> 0:16:36.680 I mean, listen, I can't speak for her, but I 0:16:36.720 --> 0:16:38.440 think if she were here, she would talk about the 0:16:38.480 --> 0:16:41.680 fact that you know, she's seen many decades of progress 0:16:41.680 --> 0:16:43.440 over time, right, and it gives you a little bit 0:16:43.440 --> 0:16:45.360 of perspective. So even if you're having a day where 0:16:45.360 --> 0:16:47.520 you're taking a step backward, you know that overall you've 0:16:47.520 --> 0:16:49.880 taken ten steps forward. I mean, in the seventies, women 0:16:49.880 --> 0:16:52.040 couldn't even have their own credit cards. So when you 0:16:52.080 --> 0:16:54.200 put it into the context of now, we've we've made 0:16:54.280 --> 0:16:57.600 some strides. And I interviewed her after Trump was elected. 0:16:57.640 --> 0:17:00.760 I interviewed her at the Women's March. I said, what 0:17:00.800 --> 0:17:03.080 do you think about this? And she said, well, at 0:17:03.120 --> 0:17:05.360 least we're not looking upwards, We're looking at each other. 0:17:05.760 --> 0:17:08.240 And there's this level of social consciousness that he has 0:17:08.280 --> 0:17:10.919 brought out in all of the horrible things and conversations 0:17:10.960 --> 0:17:13.200 that have come from it, their conversations that we didn't 0:17:13.200 --> 0:17:15.160 think our nation had to have any more, and they do. 0:17:15.440 --> 0:17:17.840 And Gloria has always been very present for those and 0:17:17.920 --> 0:17:20.440 continues to be in continuous to evolve and be creative. 0:17:20.720 --> 0:17:25.000 The conversations that you're having on broadly the social topics 0:17:25.040 --> 0:17:29.200 that you're covering, borrowing from what has happened during Gloria's 0:17:29.240 --> 0:17:34.400 heyday till now um how are you selecting those conversations 0:17:34.440 --> 0:17:37.760 and how is the selection of those conversations. I won't 0:17:37.840 --> 0:17:40.159 use the word dictated because I know it's editorial, but 0:17:40.240 --> 0:17:44.159 in consideration with how brands are thinking about and weighing 0:17:44.160 --> 0:17:47.760 heavily in on purpose, yeah, how are you kind of 0:17:47.840 --> 0:17:50.880 converging those things right now? On the brand side, we've 0:17:50.920 --> 0:17:54.720 been very conscious of not trying to talk about things 0:17:54.720 --> 0:17:57.920 that are commonly spoken about for women. So for example, 0:17:58.080 --> 0:18:00.800 for Vassiline, which is the power of healing, we created 0:18:00.840 --> 0:18:02.919 a piece that was in Haiti and we worked with 0:18:03.040 --> 0:18:05.919 a woman who used voodoo to bring in spirits to 0:18:05.960 --> 0:18:08.840 create healing after the floods, and so we wanted to 0:18:08.840 --> 0:18:10.679 tell that story and talk about the community and talk 0:18:10.720 --> 0:18:13.200 about an issue there through a lens that only Vice 0:18:13.280 --> 0:18:15.800 could with a brand that was focused in that way. 0:18:15.880 --> 0:18:18.560 So broadly has always tried to take a little bit 0:18:18.560 --> 0:18:22.919 of a weirder, more magical lens in that approach. For woman, 0:18:23.359 --> 0:18:26.399 which is a bit more serious, every single pitch was 0:18:26.440 --> 0:18:30.760 around like sex trafficking and prostitution, and we just wanted 0:18:30.800 --> 0:18:33.160 to talk about stories that weren't being brought up every 0:18:33.160 --> 0:18:35.960 single day. So we did femicide in El Salvador. For 0:18:36.040 --> 0:18:38.160 the US, we did sexual assault in the U S Military. 0:18:38.520 --> 0:18:40.639 We did a piece with Vice President Biden at the 0:18:40.680 --> 0:18:43.960 time around sexual soul in college campuses, and then in 0:18:44.040 --> 0:18:47.840 Canada about murdered and missing Indigenous women there. So it's 0:18:47.880 --> 0:18:50.240 not stuff that you're going to read on CNN every day, 0:18:50.359 --> 0:18:54.080 but stuff that is affecting large populations of people. Broadly 0:18:54.160 --> 0:18:58.120 likes to feel that our audience that is intelligent, they're curious, 0:18:58.119 --> 0:19:00.720 but they're very optimistic. You know, nine six percent of 0:19:00.720 --> 0:19:03.720 women and men on our audience feel that gender equality 0:19:03.760 --> 0:19:05.840 is important. We're not going to preach to the choir 0:19:06.040 --> 0:19:08.480 around something, but we are going to talk about Danna Carome, 0:19:08.520 --> 0:19:10.320 who was one of the first transgender women to win 0:19:10.359 --> 0:19:12.719 a race this year in the US. We followed her 0:19:12.720 --> 0:19:15.520 story very intimately. And how are brands reacting? All right? 0:19:15.520 --> 0:19:18.200 Because those headlines that you just gave us are intense, 0:19:18.280 --> 0:19:21.800 they're controversial, um in the in the marketing world, right, 0:19:21.800 --> 0:19:25.000 So where's the balance and are you saying we're going 0:19:25.200 --> 0:19:28.320 to print with this anyway? And brands are saying we're 0:19:28.320 --> 0:19:30.399 either getting on board and we're supporting that because we 0:19:30.440 --> 0:19:32.760 know that these are real and their important issues or 0:19:32.880 --> 0:19:35.399 that's one step too far. It's so funny because I 0:19:35.480 --> 0:19:37.480 got into publishing because I knew if I had the money, 0:19:37.520 --> 0:19:40.080