How Morning Brew Newsletter Scaled through Non-Scalable Tactics; The Gang Has a Podcast Win; Oxford Brits Take Over The Influencer

If you look back at the history of our newsletter, you’ll oftentimes find articles and insights sourced from Morning Brew. Morning Brew is many things we want The Influencer to be; a witty, to-the-point, take on media trends. Since you’re a subscriber to The Influencer, you owe it to yourself to subscribe to Morning Brew, the self-proclaimed “world’s wittiest business insights newsletter” and its sister newsletter, Marketing Brew. It’s with “stan” admiration that we’re elated to have Morning Brew’s Jason Schulweis as a guest on the Media Roundtable.

“There is such an opportunity to inform, educate, and empower the business leaders of today and tomorrow with this kind of business news and information.” –Jason Schulweis

Morning Brew’s revenue was $3MM in 2018 and is tracking to north of $80MM this year. How? By zealously guarding their audience’s time.

Morning Brew is helpful quickly. That means an engaged audience that stays interested even through the ads, which Morning Brew writes in their witty, trusted voice.

Looking to place your ads? Don’t settle for throwaway billboard space. Pick a partner who’ll find the overlap in your voice and values and theirs. That’s the secret to the success of Morning Brew.

Tune in to hear:

• Why the world needed another newsletter
• What happens when branded content isn’t bullsh*t
• The infinite things that you can do with one piece of content

With a TAM of everyone with an email address, newsletters are huge. Click below for some fresh insight on this sleeping giant of a marketing channel.

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The Classifieds

Amityville Origins Investigated in Podcast Debut

This newest true-crime limited series podcast has covered one of the most infamous mass murders in American history. From Turner and produced by HLN, the first season follows the Defeo murder investigation from the initial discovery through the notorious trial and ongoing infamy. The Defeo murders were later labeled the Amityville House murders and immediately created nationwide critisisim. The hysteria related to the murderer’s supposed paranormal demonic possession created extended paranoia in the American zeitgeist between religious zealots, criminologists, and community members. The murders became the basis for later paranormal investigations and the 1979 film “The Amityville Horror.” Interest has recently spiked with The Conjuring universe franchise films; evident from the Apple podcast charts, where the show has been sitting at number one for several weeks. Unlike the film, this deal is not built on an ancient burial ground, so see details below.

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The Gang Gets a Podcast

Grab your kitten mittens, offer an egg in these trying times, and cultivate some mass: the Always Sunny boys have a podcast. The long-running comedy now has three of its main stars (Charlie Day, Glenn Howerton, and Rob McElhenney) recapping episodes every week, while providing behind-the-scenes info, never before heard trivia, and their own brand of mean spirited/ entertaining banter. There haven’t been many insights into the show in the past, but lovers of the Golden God can now revel in every detail related by the creators, writers, and stars. While the podcast started publishing last November it has only recently become available for sponsorship through Public Media Marketing. To test the TV rewatch simulcast you need to purchase 4x spots, but because there is limited inventory, it’s definitely worth immediate investment. If you want more details you just need to money me now.

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In Case You Missed It

Repurposing Radio Ads on Podcast? Bollocks!

We shared last week that Podcasts are increasingly becoming radio. So it would seem that you could use your old radio ads on the emerging medium. Not true! This week, our friends at Morning Brew shared what happens when advertisers treat their podcast ads like radio; bottom line, it’s bad. According to their research, “Technically speaking, brands could save some time and money by repurposing ads they run on radio programs as podcast ads. But they might not see the same ROI that they could if they tailor-made ads for podcasts.” If you find yourself looking to expand into the wild wonderful world of Podcast for the first time, let us help; don’t rely on what seems to be the easiest path.

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Giles Will Keep Talking About This Until He Dies

If you don’t know Giles Martin, you should. Not only does he share the name of the son of the greatest music producer in history, but he’s also Oxford Road’s EVP of Strategy and Insights, and the only Oxford Road team member who went to Oxford University. So when Mr. Martin (not a sir, he hasn’t been knighted… yet) shares an article and states that he will “keep talking about this until he dies”, we listen. Giles’ somewhat morbid recount of a recent article from Forbes reiterates something he’s said forever; “the data you’re paying for is bullshit, and that’s before you consider bots.” For those without an Oxford education, please let The Influencer help decipher. The data you’re paying for is bullshit. But let’s take what we can from the codswallop and try to find some truth. Reach out to learn more.

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Can Cun? Yuk it Can!

This story was shared by Oxford Road President,  Steven Abraham, and while it’s all about data, it’s not the data story that usually hits these pages. This recent article showcases what happens when data meets bravery. Yucatan Magazine recounts the fascinating story of how Mexico built Cancun using computer models and availed itself of all the best brains and technical know-how to transform a nine-mile strip of the jungle into a modern oasis. It’s a story of data and human ingenuity that now generates one-third of Mexico’s tourism revenue. So aside from your normal KPIs and working to drive the best possible ROAS from your marketing campaign, think about creating something as great as sipping a margarita in a former no-man’s-land while the gentle Gulf of Mexico waves hit your feet. Sure, you’re not creating an oasis, but what if you were? Be inspired.

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This Week in Great Podcast Reads

Girls Gotta Clean

Who better to broach the ticklish topic of rear-end cleanliness than a couple of ladies who know their way around delicate subjects like relationships, sex, and intimacy. Ashley Hesseltine and Rayna Greenberg of Girls Gotta Eat won’t give you any BS when it comes to tackling your private life, but they will tell you how to clean the S with a Tushy bidet. Just listen to this recent ad read where they dish on their friend Bobby’s experience becoming an instant Tushy fan and possibly showing up late somewhere because of it, “If you’re doing butt stuff, you gotta be on this hello tushy game.” This is the kind of substantiation that will make anyone reinvent their whole restroom game.

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