From Douchebag to Media Innovator: Joey Dumont Launches True Thirty based on the theory of Slow Journalism

Retired San Francisco Ad Man Joey Dumont knows the power of engaging with uncomfortable truths when it comes to working with brands.

While a former Questus managing director, Dumont wrote his memoir “Joey Somebody: The Life and Times of a Recovering Douchebag” so his sons would have a record of the messiness of their father’s previous transgressions as an executive in Media.

“There are some really cool things that take place in your being when you’re humble and honest and authentic about who you are… and I was being a douche-bag at that moment.”

-Joey Dumont

Now a fully recovered douchebag, Dumont’s new journalistic platform, True Thirty lives in that same messy middle, exploring today’s most thorny issues through the lens of slow journalism with a politically-diverse team. 

“Slow journalism is as simple as it sounds: it means taking the time to decide what we want to cover, why, when and how. We won’t spit things out quickly or irresponsibly. We’re not worried about our voice being heard constantly or loudly.“

One takeaway from Dumont is that authentic brands need to examine their ugly truth before someone else weaponizes it against them. If your brand is trying to build trust, his recommendation is to own your whole product and media supply chains, good, bad and ugly to see where you’re falling short. Then fix it if possible, and come clean either way and move forward. 

This level of transparency is what makes his new media startup, True Thirty, a model for the future of journalism.

“At True Thirty, the stories we present are about news – true news through the lens of slow journalism – not winning a fight. We are about learning and polite discourse. Leave enragement news to others.”

Tune in to hear:

• How calling himself out as a douchebag saved Dumont from getting beat up
• Why he is okay with offending 30% of the population.
• Lessons on truth from Shaq and Patagonia
• Why Slow Journalism is the answer to many of our current woes and how TrueThirty is solving the problem
• How to admire people with whom you disagree

Despite the self-deprecating approach, Joey has a serious mission that would benefit the state of journalism today, and therefore, the direction of our country. Click below to hear about the living model he’s creating for a better future in media.

Listen to the Interview