The Creator Spotlight Podcast Ep. 73: The truth about building a media business in 2025 ft. Stefan von Imhof
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Aug 26, 2025 
This week’s guest is Stefan von Imhof, co-founder of alts.co, known for his expertise in alternative investments and community building. He shares insights on the unique challenges of establishing a media business in 2025. The conversation dives into community engagement, the art of buying and selling newsletters, and innovative strategies for creating authentic content. Stefan also discusses the shift from traditional media to community-driven models and the evolving identity of creators in today’s landscape.
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Media As A Wrapper For Financial Products
- Alts mixes media, community and asset management into a single business model focused on alternative investments.
- Sponsorships remain large now, but AUM and carried interest are the long-term revenue drivers.
Community Platform Misstep And Fix
- Stefan tried Discord early and hated the user experience and impersonation issues, so they killed it after nine months.
- They evaluated Slack and ultimately moved to Circle, which he calls purpose-built and excellent.
Price As A Membership Qualifier
- Use paid tiers as a quality filter instead of lengthy applications to onboard serious members.
- Focus community metrics on value delivered and investment activity rather than vanity counts.