"Media Empires" | The Business of Newsletters, Podcasts, Creators, and Data Acquisition E12: Levels of Content, Investing in Creators, & MGK’s Nail Polish | Alex Lieberman, Morning Brew
Aug 23, 2023
Alex Lieberman, co-founder of Morning Brew, discusses the different levels of content, investing in creators, and choosing platforms and formats for niche creators in this podcast episode. They also touch on Morning Brew's positioning and support for creators, as well as their strategy for the future and their perspective on the creator economy.
AI Snips
Chapters
Transcript
Episode notes
Distribution, Sales, And Ops Are Core Value
- Morning Brew positions itself between brand-first and personality-first media to capture creator supply while retaining institutional trust.
- Distribution, sales access, and logistics are the core value Morning Brew offers creators to accelerate growth.
Three Levels Of Content And Why Depth Wins
- Alex defines three levels of content: broad (level 1), industry-specific (level 2), and niche (level 3), and chooses depth over scale.
- Morning Brew targets high-affinity professional niches where smaller audiences yield higher CPMs and premium products.
Pay Salary Plus Revenue Share
- Structure creator deals so creators are salaried and participate in net revenue for businesses monetized around them.
- Own brand-adjacent IP while allowing creators to keep separate personal assets to align incentives.