Ben Dietz convenes Casey Lewis (After School), Daisy Alioto (Dirt), and Erica Chen (Media Futures Group, WPP) on the collapse of the wall between editorial and commerce. Publishers are shipping perfume, brands are hiring writers, and the relationship forming in your inbox isn’t human-to-human anymore. 

What happens when the scenic route is quicker? When “wasted” time actually is the relationship? Your total addressable market now includes agents, and those agents are trained on the taste you are curating. After all – what you buy is who you become, but what you read is how you decide. 

Base Notes: Upper Lip Sweat and Hot Metal Key takeaways:

  • Publishers now make products; brands now make publications. The wall stopped mattering.
  • Optimization is a process of reduction, and serendipity gets cut first.
  • Brands flame out at issue two or three without a point of view.
  • Taste-driven publishers have a new addressable market: agents trained on taste.
  • [12:48] "The best ROI does not necessarily give you growth, because growth comes in volumes." – Erica Chen
  • [21:15] "When your audience knows to expect you… you really have to stay true to that." – Casey Lewis
  • [28:50] "Our total addressable market now includes agents." – Daisy Alioto
  • [30:32] "Creators are the cure to the media fragmentation." – Erica Chen

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