I'm off my game today. No, you're not. People are going to have to start making better content. I think we're gonna be talking about this for a long time. When you program for everyone, you program for no one. I think it's that we're purpose driven platform, like we're trying to get to substance. How was that? Are you happy with that? This is marketing therapy right now? It really is? What's up on? Laura Currents And I'm Alexa Kristin.
Welcome back to at Landia the Supreme episode. We are hot off the press with the co leads of the New York Post Studios, Shannon to Me and Tory Show. So we had so many plans for this week's episode, and then this cover had to get dropped in collaboration with Supreme, and so we chased down. We chased down Shannon and Tori and said you gotta come on the show.
And I think what we're really excited to talk about is the manifestation of so many signals and themes that we've been talking about over the last few episodes are over the course of the show quite frankly, local communities, authentic voices, collaboration, tension between collaborations, having something to say without having to say at all simplicity, Yeah, and just being a part of routine and the customer journey, and how actually print provides a tangibility that digital just can't.
I mean, how many brands can actually say they are embedded into a habit of their consumers. Not many in the New York Post can. So we'll be right back, and we're back in the studio with the creative collaborators behind the most talked about newspaper front page of the year. We have Tori Show calling in from vacation. Thank you so much. Um, who is VP of Creative at Post Studios. Hello, And in the studio we've got Shannon to Meat, VP of Strategy. You guys are co leads of Post Studios. Yes,
we are welcome to the show. So we were planning to have you guys on the show this week. We decided we needed to get the creators behind literally the thing that everybody is flooding our Twitter feed with this supreme cover on the New York Post. So how did
this come to be? So supreme? Reach out to us in April asking what we could partner on that had never been done before, and we had been talking internally about trying to figure out how we could pull off news stand cover raps um, but we knew that it really had to be the right partner for the first one. So we got excited about the potential for it to be supreme, and we took it to our CEO and publisher, Jessie Angelo, and he was all about it. Yeah, who
would exactly who wouldn't be? And so did so did they have the idea that they wanted to cover rapp or was this sort of like what's the right real estate to show up? They asked what we could do together, and we suggested this, did they tell you when they contacted you what they like about the Post? So later on, once we were actually in progress, we took them on a tour of the printing facility, which is in the Bronx.
So we took them out to this dinner on authur A and we had a great time with them, and they were explaining to us that when they look um to do brand collaborations, what's most important to them is authenticity, and they felt like the New York Post, specifically for a partnership like this, is an iconic, authentic voice of New York and that's why they thought it was perfect. Normally with a cover wrap, we're doing like ken or copies, copies.
This was really cool because it was actually on press, with the paper on the newsprint, which made it really different from everything we've ever done, which also made it more authentic. Yeah. One of the things that you know, we read in a ton of obviously press that has come out about this is the word collaboration. Talk a little bit about why this was not considered an advertising partnership,
not considered a brand sponsorship, but collaboration. It is an ad campaign, right, but at the same time, it just it became so much more in it and it really, i mean, it just really almost became an iconic New
York moment um. What we loved about the idea of it being on the front cover of the paper is there's so much talk right now, so much press about how short attention spans are and how everything is fleeting, and we thought that this was a really fantastic opportunity to make a really big impact on something that's tangible and then became a collectible, yeah, which is now selling. What's the highest price that it's gone for. I've read
as highest, Oh, my gosh. We saw there's a really funny one um on eBay that has like a return bag, like what the what the vendors send the returns back in with the letter from the head of distribution, like explaining what it was, so that so the sellers weren't confused. And so we're joking that, you know, he's famous his letters on eBay and that that bundles fifty How did you guys decide it's just like it's the paper with
the logo, that's it. They they definitely wanted just their logo on the cover, simple easy, both of our logos obviously on the front um, and and people just freaked out. There's this Andy warhol asque moment here, you know, that kind of fifteen minutes of fame. But to really make a statement and supremes making statement about print media as well, right, I mean, that's the biggest that that's what's also genius here.
It's now a collectible. I would say to add to that that there was a little there was certainly some thought behind it, in the sense that you know, we could have been suggesting that they do like a one day premium takeover the websites National sixties six million, like that would have had a huge impact too, But it's not tangible and it's not this message like almost throwback
right right, you can't keep it. And I think that that like one of the articles that said this, and like the brand Supreme has done this amazing job of becoming a high commodity after Mark get right. I mean, that's what it is. That's the whole point here. They just did it with an old quote unquote medium reading the stories both that we're covered by the press, but then also in social of the people like running two transit stops to you know, this thing was flying off
the shelves eight am. They're like sold out. Yeah, I mean, when's the last time that happened for the New York Post or any paper? Hello, this is the first time, the first time for the Post. But but that's really it's really funny. Um. The plant told us that the delivery drivers were calling the morning of the drop off saying, we are being followed and people are buying the bundles as soon as we give them to the vendors, like buying them by the bundle, not by the paper. And
how much does a bundle go for? I mean it. Typically it depends on how many are in there. So if it's a dollar paper and it's fifty per bundle, and then people are turning those around on the second, that's a bargain. At this point, when's the last time that print? So a resale market. We certainly think that there's a strong alignment with between the brands as far as being based in New York, being off entic, both being bold and brash and kind of edgy, you know,
in different ways. So we thought that that was a pretty natural fit. Can you talk about what is the voice of New York? Because I could see all of a sudden, everybody who's wanting to reach anyone authentically in New York from a brand standpoint is now putting the New York Post at the top of their list. Are you finding that? Are your phone's ringing? I would say yes, yeah, yes,
for sure. Our sales team has spawned a ton of enquiries. Um. I mean we we say that we capture the attention of the nature and through the lens of New York. So that's sort of the that's sort of the positioning of of the voice of the Post and the way that the way that we report, whether it's uh, you know, entertainment, sports, fashion, style, UM, it's all through the lens of of what New Yorkers
care about. But the thing that national brands don't have that you have, that they're wishing, the dying, they're dying to have, right, is this local foothold. They don't have it. So I think that like what makes you guys special, And I think the opportunity for other brands to come in and say we want a part of the Post. And it's not just because the Post is in New York, right rooted brand, It's because you're actually part of the cultural fabric of the city, which means, you know, one
of the most know the leading city in the world. UM. And I think that that's a really interesting place for brands to start thinking about publications and voices of publications and personalities we go to. We go to UM brands and talk to people a lot about stop rfping people. We've been talking about this for years, right, stop rf ping publications know what they're good at, and then go work with them, go talk to them, right And I think you guys just put yourself on the map to
say we know what we're good at. Do you know what we're good at? Do you know our value? Um? And I think that do you understand and do you understand right? Do you understand the audience? When brands collaborate with the posts, what is sort of the connection that they're creating with the market and how are you evaluating success? Are you owning the KPI in a different way? Yea, Um, I think every campaign we speak to with the clients about what their objectives are, what their KPI s are,
and then we make recommendations based on that. For example, uh that A T and T one was basically like the Locals Guide to the Five Boroughs, and it performed phenomenally because it was actually utility and like we built it and it was our favorite things. It was real things. It wasn't like tourist suggestions for tourists. It was like where we actually like to spend time. So we like to create things that we know people will care about and we'll want to naturally engage with. Yeah, I think so.
I also think that this is a big kind of signal in the noise which a lot of people have talked to Laura and I about, which is how do I product ties marketing? You created a product, created a product. I'm I'm holding up one of the issues, and I think that is an opportunity for brands to come in and say, create a product right with me, UM And actually so so speaking of print UM more recently, like we're almost always thinking digitally first, and that's what the
company has been doing for the last several years. But more recently we've been thinking about other print opportunities, especially for local partners, because they want the digital reach, but they want to be able to hold it in their hands and they want they want their customers to say,
like I saw it in the post, you know. So we actually just recently in the spring, launched a product that we're calling Spotlight, which is branded content in print and digital, which obviously abortorial is nothing new, but this is the same kind of thoughtful brand of content that we create hand in hand with the client UM and
now they have it in print as well. Getting a copy of the New York Post in the daily journey of a New Yorker is part of routine, absolutely, and it's a routine moment that we spend far more than thirty seconds with right it's however long it's sitting at your desk before the day starts. It's you know, coming having a moment on subway. Um, how does that differ from your vantage point when people are coming to you
to talk about, you know, your assets. You know, are you holding this up or did you find yourselves leading with digital? Because that's what sort of the marketplace conversation is, versus realizing that the thing that you actually have in your arsenal is more valuable than probably any other competitor when it comes to print, like the national clients are only interested in digital. One of the guys that was going to his his local, you know, neighborhood store, he
knew the price of his coffee and his post. That's a bundle for him. You know, we're thinking about media in terms of asset bundles, but coffee and a post is a bundle. Maybe there's a partnership with ste Yeah. I think as an industry we get so caught up in, you know, sort of the swell of of mass media
and trends. And as Alexa said, I think so eloquently put, you're part of the fabric of New York and and that to me is if I'm sitting in your sales organization I'm running out the doors, like running with these people. I would actually be screaming at clients saying, you tell me? Are you is any other brand that you're talking to a part of a habit other than Apple? This is I'm not kidding. So you're competing right now against Apple. You want to talk, we'll talk about your phone anyway.
With that said, before we let you go, we always play this game at the end of every show. Killed by d I y Um, Shannon will let you go first. Since you're here in the studio. What'd you kill? I think this is not super original, but meetings that last forever? Love it? We agree? Check that boy by um rent the runway, the entire business brilliant. Wait do you do their monthly? You do do? It's amazing. That's what you're wearing is that you can say it's really cute. That's amazing.
I don't have to think about what do Okay? I love that too, And what would you do yourself? Um? I want to write a mystery? All right? You could do that with a brand? Yeah, very cool? Um? And Tori, you're up? What would you kill? Obviously fake news, but also advertisers who want their ad two creatively look like news. What would you would buy a clone yourself if I bought a cologne? Yes, And if I bought a Clone,
I wouldn't have to d I Y anything. Tori, you've gotten through this, yes, and I think you just gamed the system, so we got to be careful. I was prepared for this question. So if Atlantia or really kick ass brands want to reach out to you, how do they find you? Guys? Shannon to me, that's s to me. T O U M e y at ny Post dot com. Tori b s h O b e at ny Post dot com. We showed this was definitely the most supreme
episode we have had this summer. So thank you so much for gratulation and thanks for falling on a vacation. We're gonna go hang out on Arthur Avenue with those ladies. I mean, I'm totally going to frame this edition that
I brought us. That was so cool. Um, But I just think again, they hit on things that we've been talking about and and actually show proof of concept for around the understanding of what local habits and consumer preferences are, and like brands from a publishing standpoint, know what you're sitting on because I think it's really amazing that at the end of the day, everyone's saying, well, our digital
offering I reach a national audience like who cares? Do you have something else that really kicks ass that can punch through? Yes, you do. And I think we saw this with the New York Post and the New York Post, you know, really smartly capitalizing on their biggest asset, which is their paper, and the fact that they've got people who will not give up that hour in the morning of their coffee in the Post, which is a new bundle. And there you go, so big. Thanks again to The
New York Post, Shannon and Tor. Yeah, thanks for bringing your authenticity. We hope that your phones are ringing off the hook. In fact, we know they are. The big thanks to our producer Dana, our friends and family of Planic Plee, Matt Turk, Andy Bower's, Jacob Weisberg, and all of you in Atlantia. Talk to you in two weeks. Full disclosure. Our opinions are our own.