What's the benefit of brand owned media?
Thanks for sharing - big fan of this strategy.
Part of the magic is that you brought the founder back on - he's going to do 75% of the heavy lifting which is nice.
Fire article, thanks for the transparency. Just need a proofreader for these Substack pieces...
Pretty recent follower on Twitter and appreciate you getting into the specifics. Super cool to read.
Just sent you an email!
I love 2 segments especially:
1. Making Bernard the face coz he is the top guy. It makes total sense and yet I feel organization don't do this often.
2. Hiring people with passion. I head the SEO team at my organization and when I interview candidates, I like to ask tricky fundamental questions. I don't expect answers from most tbh I'm gauging for knowledge, but what I really like to see is when I shown them the answer, how many of of those eyeballs lit up with a smile thinking "shit! I didn't know that but I'm definitely giving this a try later"
Great piece. Appreciate the level of detail as mentioned by others. Did you have sights on other publications or was it EDC or bust?
Great break down, so interesting to see the mechanics behind the business...
Very smart move. I appreciate you for being so transparent as to how it all went down. Did anything ever prompt you to begin to look at buying EDC, or was this always something you thought of doing since the Kickstarter days?