The Fort
#325 - Craig Fuller - CEO @ FreightWaves - State of Global Freight, China's Impact, Onshoring, Strategy for Buying Media Companies
Episode guests
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Quick takeaways
- Leveraging a media business can effectively shape audience behavior and influence buying decisions.
- Valuation of media businesses can vary depending on brand quality, audience loyalty, and financial performance.
Deep dives
The Power of Media in Driving Commerce
The strategy employed by the speaker is to leverage a media business to influence audience behavior and drive commerce. The key tactic is to own the audience rather than renting it from platforms like Facebook and Google. By owning the audience, the speaker can effectively shape the way people think about topics and influence their buying decisions. This strategy has been successfully applied in the freight and supply chain industry, resulting in the growth of their media business. The speaker expanded this approach by acquiring other media companies in aviation, marine, and recreational categories, using the media properties to sell various products and services to the audiences. The speaker emphasizes the importance of not just publishing content, but also leveraging the media platform to generate revenue and drive outcomes.
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