New legacy media podcast strategy: partner with existing shows.
People Inc., The New York Times, and Vox are all dabbling with this move.
Hello, everyone. I’m currently in Austin for SXSW, where I have enjoyed each and every one of my star-studded elevator rides over the last four hours. Maybe I’ll see some of you at a screening of “Bagworm” this weekend, or at my breakfast panel with Yahoo’s CEO Jim Lanzone on Sunday.
Today’s letter includes: LA’s Canyon Coffee is opening in Brooklyn next week (plus details on their pastry program), shallow graves in the Hamptons, a Tribeca hotel sold for $69 million, and traditional media companies are partnering with successful podcasts.
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Fat Mascara, one of the most reliable and well-researched beauty (and business) podcasts, is relaunching with People Inc. My mornings have been noticeably quieter since Jennifer G. Sullivan and Jessica Matlin paused the show last spring after a ten-year run. Matlin (who is also Director of Beauty and Home at Moda Operandi) will relaunch the podcast later this month. Sullivan now works at The New York Times. This was smart of People Inc. and makes me wonder if other legacy media companies will partner with established podcasts, rather than building new ones in-house (Vox did this last year with Bella Freud’s “Fashion Neurosis,” The New York Times did this last year with “The Sports Gossip Show”).
Happy spring from the marzipan lambs at Veniero’s.
