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Economy

City Cast Evolves: Expands into Social Video and New Markets

by Daniel Foster - Senior Editor, Economy
written by Daniel Foster - Senior Editor, Economy




City Cast Recalibrates Local News Approach, Expands into New Markets

Published: November 3, 2025

A notable strategic shift is underway at City Cast, the media venture backed by graham Holdings. The company, known for its hyper-local podcasts and newsletters, is streamlining its operations while simultaneously embracing short-form video as a core component of its future growth. This pivot comes nearly five years after its founding,reflecting a period of rapid learning and adaptation within the evolving local media landscape.

Market Adjustments and Strategic Focus

City Cast is relocating its focus, exiting operations in Houston and Boise while simultaneously launching new initiatives in the Twin Cities and seattle. This decision followed a careful evaluation of market dynamics,according to company founder David Plotz. He explained that the company performs optimally in urban areas with engaged, progressive audiences and vibrant local media ecosystems.

The company’s assessment found that Houston’s expansive size made it challenging to foster a strong sense of community, while Boise proved too small to sustain significant growth.This realignment underscores a broader trend in local media, where targeted strategies are increasingly prioritized over broad geographic reach.According to a recent report by the Pew Research Center, local news consumption is shifting towards digital platforms, emphasizing the need for adaptable content strategies.

Growth and Financial Performance

Currently operating in 13 cities and employing approximately 90 individuals, City Cast has demonstrated consistent audience growth. Newsletter subscribers have increased to roughly 500,000 from 350,000 within the past year, and podcast listenership has climbed to 240,000 monthly users, up from 175,000 a year ago. Despite remaining unprofitable, the company projects a near doubling of revenue in 2025, reaching between $4 million and $6 million, fueled by a mix of advertising and membership contributions.

Currently, around 5,000 paying “Neighbors” support the platform through monthly or annual subscriptions, gaining access to ad-free content, exclusive newsletters, merchandise, and special events. This membership model is becoming increasingly common among digital media outlets seeking to diversify revenue streams, as highlighted by Nieman Lab’s coverage of membership-based journalism.

Metric 2024 2025 (Projected)
Newsletter Subscribers 350,000 500,000
Podcast Listeners (Monthly) 175,000 240,000
Total Revenue $3 Million $4 – $6 Million
Paying Members (“Neighbors”) N/A 5,000

Embracing Social Video and Community Building

City Cast’s evolution extends beyond market adjustments. The company is now prioritizing short-form video content for platforms like TikTok, Instagram Reels, and YouTube Shorts. This strategy aims to capitalize on the growing popularity of these platforms and provide a new avenue for engaging with audiences. Videos will feature local hosts offering commentary on current events, showcasing community happenings, and delivering personality-driven content.

This shift reflects a broader understanding that impactful local journalism is often personality-driven. Bob Cohn, president of The Baltimore banner, noted that social video is particularly effective in reaching younger demographics and that it is harder for Artificial Intelligence to replicate genuine human connection. Moreover, City Cast is rebranding its “Members” as “Neighbors”, aiming to foster a stronger sense of community and civic engagement.

“We’re not just making podcasts,” Plotz affirmed, “We’re building communities that help people learn about, and participate in, the places they live.”

Did you know? According to Statista, TikTok surpassed 1 billion monthly active users in 2024, making it a key platform for reaching younger audiences.

Pro Tip: Local media organizations can leverage short-form video to build brand awareness, drive traffic to longer-form content, and foster audience interaction.

What role do you believe social media plays in the future of local news? Do you think personality-driven content is more effective in engaging audiences?

The Future of local news

The challenges facing local news are well-documented, with many communities becoming “news deserts.” City Cast’s approach-combining podcasts, newsletters, and now short-form video-represents a creative attempt to address these challenges and build sustainable models for local journalism in the digital age. Its success will likely depend on its ability to cultivate strong community relationships and deliver content that resonates with its target audience. The increasing reliance on community funding and membership models is proving pivotal in sustaining independent journalism.

Frequently Asked Questions about City Cast

  • What is City Cast? City Cast is a media startup focused on providing hyper-local news and facts through podcasts, newsletters, and social video.
  • What markets is City Cast currently in? As of November 2025, City Cast operates in 13 cities across the United States.
  • How does City Cast generate revenue? The company generates revenue through a combination of advertising and membership subscriptions.
  • What is the “Neighbors” program? The “Neighbors” program is City Cast’s membership program, offering subscribers exclusive content and benefits.
  • Why did City Cast leave Houston and Boise? City Cast determined these markets were not ideal fits for its target audience and growth strategy.
  • What is City Cast 2.0? city cast 2.0 refers to the company’s updated strategy, which prioritizes short-form video and a stronger focus on community engagement.

Share this article with your network and let us know your thoughts in the comments below!


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Economy

Collaborative Endeavors by Collective and Under Armour in Plastic-Free Sportswear: Innovations for Sustainability

by Daniel Foster - Senior Editor, Economy
written by Daniel Foster - Senior Editor, Economy


<a href="https://www.archyde.com/momentum-continues-dow-jones-sp-500-with-new-highs-ford-rose-more-than-5-anue/" title="momentum continues Dow Jones, S&P 500 with new highs, Ford rose more than 5% | Anue">Under Armour</a> Bets Big on Plastic-Free Future with Industry Veteran

Baltimore, MD – October 28, 2025 – Under Armour is poised to redefine its brand identity, pivoting sharply towards sustainable practices with the integration of Unless Collective, a pioneering plastic-free apparel company.The move, spearheaded by industry leader Eric Liedtke, signifies a potentially transformative moment for the sportswear giant and the broader fashion landscape.

A New Era of Sustainable Sportswear

Table of Contents

Eric Liedtke, previously Brand President at Adidas and now at the helm of Under Armour’s sustainability efforts, has long championed environmentally conscious design. His career, spanning decades, includes groundbreaking collaborations with prominent figures like Kanye West, Pharrell Williams, and Beyoncé, all while advocating for responsible production. He is now focused on scaling regenerative fashion, a model focused on restoring and improving ecosystems, rather than simply minimizing harm.

Unless Collective, founded by Liedtke in 2021, quickly gained recognition as the world’s first apparel brand built entirely from renewable, plant-based resources. The acquisition by Under Armour in 2024 isn’t merely a purchase; it’s a fusion of expertise and scale, combining Unless Collective’s innovative material science with Under Armour’s global distribution network. This collaboration promises to accelerate the adoption of plant-based alternatives to customary, plastic-heavy sportswear fabrics.

Beyond Plastics: The Regenerative approach

The shift away from petroleum-based materials is gaining momentum. According to a recent report by the Textile Exchange, the use of recycled polyester in apparel increased by 18% in 2024, but it doesn’t address the root cause of microplastic pollution. Liedtke’s approach,however,goes further,aiming for complete elimination of plastics,foams,and toxic dyes. Every garment is envisioned not as waste at the end of its life, but as a resource that can return to the earth, mirroring natural cycles.

This ideology is a direct response to the unsustainable practices of fast fashion, which has created a culture of disposability. Liedtke envisions building business models that prioritize restoration and circularity, effectively reversing the harmful trends of the past. This represents a fundamental shift from a transactional relationship with clothing to a regenerative one.

Key Facts: Under Armour & Unless Collective

Metric Details
Unless Collective Founded 2021
Unless Collective Focus Plant-Based,Plastic-Free Apparel
Under Armour Acquisition 2024
Eric Liedtke’s Previous Role Brand President,Adidas

Did You Know? The fashion industry is responsible for an estimated 10% of global carbon emissions,according to the United nations Surroundings Program.

Wellness, Authenticity, and Future Leadership

Liedtke emphasizes that modern consumers are increasingly focused on wellness, extending their definition of health to include the environmental impact of their purchases. This growing awareness is driving demand for eco-conscious products that are not only performance-driven but also gentle on the skin and the planet. Under Armour is responding by creating garments designed for movement, comfort, and a clear purpose.

Furthermore, Liedtke stresses the importance of authentic influence. Partnering with athletes, designers, and storytellers who genuinely embody the values of sustainability is crucial for building trust and driving meaningful change. he firmly believes that brand change comes from genuine alignment, not superficial endorsements.

pro Tip: Look for certifications like OEKO-TEX Standard 100 and GOTS (Global Organic Textile Standard) when choosing sustainable apparel to verify claims.

Liedtke’s leadership philosophy is anchored in curiosity, conviction, and courage.His advice to aspiring leaders? “Don’t let perfect get in the way of better,” and “Ask for advice, not permission.” He contends that progress is iterative,built through consistent,thoughtful steps.

The Future of Regenerative Fashion

The integration of Unless Collective into Under Armour is not an isolated event. It represents a pivotal moment in the broader movement towards a circular and regenerative fashion economy. Other brands are beginning to explore similar strategies, focusing on bio-based materials, closed-loop systems, and responsible manufacturing processes. The push for greater transparency and accountability throughout the supply chain is also gaining traction, driven by consumer demand and regulatory pressures.

This transformation demands collaboration across the entire industry – from material scientists and designers to manufacturers, retailers, and consumers. Investing in research and progress of innovative materials, promoting ethical labor practices, and fostering a culture of conscious consumption are all essential steps towards creating a more sustainable and equitable future for fashion.

Frequently Asked Questions about Sustainable Sportswear

  • What is regenerative fashion? Regenerative fashion focuses on creating systems that restore and improve the environment,going beyond simply reducing harm.
  • Why is plastic a problem in sportswear? Traditional sportswear relies heavily on plastics, which contribute to pollution and microplastic shedding during wear and washing.
  • What materials are used in Unless Collective apparel? Unless Collective uses renewable, plant-based materials, avoiding plastics, foams, and toxic dyes.
  • How is Under Armour transforming its sustainability practices? Under Armour is integrating Unless Collective’s expertise to scale plant-based apparel production and reduce its environmental footprint.
  • What role do consumers play in sustainable fashion? Consumers can support sustainable brands, choose durable garments, and advocate for greater transparency in the fashion industry.
  • Is plant-based apparel as durable as traditional sportswear? Innovative plant-based materials are being developed that offer comparable or even superior performance and durability to traditional synthetic fabrics.
  • What is the biggest challenge to scaling regenerative fashion? The biggest challenge is transitioning existing supply chains and manufacturing processes to accommodate new, sustainable materials and practices.

what are your thoughts on Under Armour’s commitment to sustainability? How important is sustainable sourcing when you’re buying sportswear?

How does the collaboration between Collective and under Armour address the challenge of matching the performance characteristics of traditional synthetic materials in sportswear?

Collaborative Endeavors by Collective and Under Armour in Plastic-Free Sportswear: Innovations for Sustainability

The Rise of Enduring Activewear

The demand for sustainable sportswear is surging. Consumers are increasingly aware of the environmental impact of the fashion industry, particularly the prevalence of plastic pollution. This awareness is driving brands like Collective and under Armour to invest in innovative, eco-friendly materials and production processes. The collaboration between these two giants represents a meaningful step towards a more circular and responsible future for athletic apparel. This article delves into the specifics of their joint efforts, the technologies employed, and the benefits of plastic-free sportswear.

Collective & Under Armour: A Partnership for Change

Collective, known for its minimalist aesthetic and commitment to ethical production, partnered with Under Armour, a global leader in performance apparel, to tackle the challenge of plastic waste in sportswear. This isn’t simply a branding exercise; it’s a deep dive into material science and supply chain restructuring. The core objective? To create high-performance athletic wear without relying on virgin plastics.

The partnership focuses on three key areas:

* Material Innovation: Developing and scaling the use of bio-based materials.

* Circular Design: Designing garments for durability, repairability, and eventual recyclability.

* Supply Chain Clarity: Tracing materials from origin to finished product, ensuring ethical and environmental standards are met.

Innovations in Plastic-Free Materials

The biggest hurdle in creating sustainable athletic wear is finding materials that can match the performance characteristics of traditional synthetics like polyester and nylon. Both Collective and Under Armour are exploring several promising alternatives:

* Mylo™ Unleather: A leather alternative grown from mycelium (mushroom roots). This material offers a comparable look and feel to leather, with a significantly lower environmental footprint. While currently used in limited editions, scaling production is a key focus.

* Bio-based Nylon: Derived from castor beans, this nylon alternative reduces reliance on fossil fuels.It maintains the strength, elasticity, and moisture-wicking properties crucial for athletic performance.

* Recycled Content: While not entirely plastic-free, maximizing the use of recycled polyester (rPET) from plastic bottles is a crucial interim step. The goal is to move beyond recycled content towards truly bio-based solutions.

* Tencel™ Lyocell & Modal: these fabrics are made from sustainably sourced wood pulp, offering excellent breathability and softness. they are increasingly used in base layers and less-intensive athletic wear.

* algae-Based Fabrics: Emerging technologies are utilizing algae biomass to create fibers with unique properties, including UV protection and natural antimicrobial qualities.

Performance & Durability: Addressing Key Concerns

A common concern with eco-friendly fabrics is whether they can deliver the same level of performance as conventional materials. Under Armour’s expertise in athletic apparel development has been instrumental in addressing this.

Here’s how they’re tackling the challenges:

  1. Fiber Engineering: Modifying the structure of bio-based fibers to enhance strength, durability, and stretch.
  2. Weaving & Knitting Techniques: Employing advanced weaving and knitting techniques to optimize fabric performance and reduce material waste.
  3. Durable Water Repellent (DWR) Alternatives: developing PFC-free DWR treatments that provide water resistance without harmful chemicals. This is a critical area, as traditional DWR coatings frequently enough contain persistent pollutants.
  4. rigorous Testing: Subjecting new materials to the same rigorous testing protocols as their conventional counterparts, ensuring they meet Under Armour’s performance standards.

The Benefits of Choosing Plastic-Free Sportswear

switching to plastic-free activewear offers a multitude of benefits, extending beyond environmental responsibility:

* Reduced Carbon Footprint: bio-based materials generally have a lower carbon footprint than synthetic fabrics derived from fossil fuels.

* Decreased Plastic Pollution: Less reliance on virgin plastics helps to reduce the amount of plastic waste entering our oceans and landfills.

* Improved Breathability & Comfort: Many bio-based fabrics, like Tencel™ and algae-based materials, offer superior breathability and comfort compared to synthetics.

* Reduced Exposure to microplastics: Synthetic fabrics shed microplastics during washing, contributing to environmental pollution and potentially entering the food chain. Plastic-free alternatives minimize this risk.

* Support for Sustainable Innovation: Choosing these products encourages further investment in sustainable materials and production processes.

Case Study: Collective’s Mylo™ Running Shoe Collaboration

Collective’s initial foray into plastic-free footwear involved a limited-edition running shoe utilizing Mylo™ unleather. This collaboration demonstrated the potential of mycelium-based materials in high-performance applications. while production costs remain a challenge, the project provided valuable insights into material processing, durability, and consumer acceptance. The shoe received positive reviews for its comfort and aesthetic appeal,showcasing that sustainable footwear

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Economy

Feast & Fettle: Expanding into a Regional Culinary Powerhouse

by Daniel Foster - Senior Editor, Economy
written by Daniel Foster - Senior Editor, Economy


Feast & FettleS Contrarian Growth Strategy: Prioritizing Time Over Trends

A Northeast-based meal delivery service, Feast & Fettle, has been quietly building a loyal customer base through a decidedly unconventional approach to growth, according to recent insights from its former Chief Marketing Officer, alon Rivel. Rivel, who served at the company for 15 months, detailed the strategy in a recent podcast interview, emphasizing a focus on fostering trust and valuing customer time over chasing fleeting dietary fads.

The Unconventional Path to Brand Building

Table of Contents

Rivel brought a diverse background to Feast & Fettle, having previously worked in television media buying, at The new York Times and Bloomberg, and with various business-to-consumer technology startups.He credits his experiences, and a need for adaptability developed during his formative years, with shaping his approach to marketing.According to Rivel, understanding an surroundings and responding effectively are vital for achieving success.

Intentional Growth: A regional Focus

Feast & Fettle’s growth has been purposeful, with a strategic emphasis on regional dominance rather than immediate national expansion. The company, established a decade ago, recently extended its operations to New york City and has also acquired two other companies in the food delivery sector.This measured approach, Rivel explained, is a conscious decision to avoid the pitfalls of overextension, a mistake observed in other companies like Panera Bread. A recent report by the National Restaurant Association indicates that 63% of consumers prioritize convenience when choosing food options, making efficient service a key competitive advantage.

Solving for Time, Not Trends

A core tenet of Feast & Fettle’s marketing beliefs is addressing a fundamental customer need: time. rivel argued that the company’s value proposition centers on freeing up customers’ time, allowing them to focus on priorities like family, personal pursuits, or professional responsibilities. He specifically contrasted this with competitors who rely on appealing to transient diet trends, labeling such tactics as superficial and unsustainable. Did You Know? The meal kit delivery service market is projected to reach $19.92 billion by 2027, driven by increasing demand for convenient meal solutions.

A Lean Marketing Restructure

Upon joining Feast & Fettle,Rivel initiated a significant restructuring of the marketing department.He streamlined the team, engaging in individual conversations to ascertain each member’s role and contribution. This led to a reduction in staff size, driven by the realization that many team members lacked a clear understanding of their responsibilities. This swift action signaled a commitment to accountability and efficiency.

The Future Vision: Becoming an Operating System for the Home

Rivel envisions Feast & fettle evolving beyond a simple meal delivery service. His ambition is for the company to become a central hub for managing household needs, systematically addressing various outsourcing opportunities. This long-term strategy aims to transform Feast & Fettle into an integrated solution that simplifies daily life for its customers.

Key Takeaways: Feast & Fettle’s Strategy

Element Description
Growth Strategy Intentional,regional focus over rapid national expansion.
Value Proposition Providing customers with valuable time through convenient meal solutions.
Marketing Philosophy Prioritizing authenticity, trust, and transparency with customers.
Long-Term Vision Becoming a comprehensive household management solution.

Pro Tip: In today’s fast-paced world, businesses that genuinely address customer pain points – like lack of time – are more likely to build lasting relationships and achieve sustained growth.

The Importance of Sustainable Growth in the Food Delivery Market

The food delivery market is becoming increasingly competitive. Companies that can differentiate themselves through unique value propositions and sustainable business practices will have a greater chance of long-term success. Building a loyal customer base is paramount, and this is frequently enough achieved by delivering consistent quality, exceptional service, and genuine authenticity.

According to a recent study by Deloitte, consumers are increasingly seeking brands that align with their values.This means that companies need to prioritize transparency, ethical sourcing, and a commitment to social duty. By embracing these principles, businesses can build stronger relationships with their customers and establish a durable competitive advantage.

Frequently Asked Questions About Feast & Fettle’s Strategy

What is Feast & Fettle’s primary focus in marketing?

Feast & Fettle centers its marketing around providing customers with more time, rather than promoting specific diets or swift fixes.

Why is Feast & Fettle avoiding national expansion?

the company believes that rapid scaling can compromise quality and erode the unique aspects of its service.

How did Alon Rivel restructure the marketing team at Feast & Fettle?

Rivel streamlined the team by assessing individual roles and responsibilities, resulting in a more focused and efficient department.

what is the long-term vision for Feast & Fettle?

The company aspires to become a comprehensive household management solution, extending beyond meal delivery.

What role does trust play in Feast & Fettle’s business model?

Trust is paramount; the company prioritizes transparency and openly addresses mistakes with its customers.

How important is customer service to feast & Fettle?

Customer service is a key differentiator for Feast & Fettle, built on a hospitality-first approach.

What are your thoughts on Feast & Fettle’s approach to growth? Do you think prioritizing time is a more effective strategy than focusing on trendy diets? Share your opinions in the comments below!


what are teh key demographic and market factors feast & Fettle considers when choosing new regions for expansion?

Feast & Fettle: Expanding into a Regional Culinary Powerhouse

The Rise of Meal Prep & Localized Food Systems

Feast & Fettle, initially a New England-focused meal delivery service, has been quietly building a reputation for quality, convenience, and a commitment to locally sourced ingredients. Their trajectory isn’t just about delivering prepared meals; it’s about tapping into a growing demand for healthy meal delivery, convenient dinner options, and a desire to support regional food systems. this article explores how Feast & Fettle is strategically positioning itself to become a dominant culinary force beyond its initial footprint.

Strategic expansion: Beyond New England

The company’s expansion strategy isn’t a rapid,nationwide rollout. Instead, it’s a carefully considered approach focusing on regions with similar demographics and values to their existing customer base.Key factors driving this selection include:

* Affluent, Time-Constrained Consumers: Targeting areas with a high concentration of professionals and families who prioritize convenience.

* Strong Local Food Networks: Identifying regions with established relationships between farms, producers, and distributors. This is crucial for maintaining their commitment to farm-to-table meal delivery.

* competitive landscape Analysis: Assessing the existing meal kit and prepared meal market in potential expansion areas. Understanding competitors like HelloFresh, Blue Apron, and local meal prep services is vital.

* Logistical Feasibility: Evaluating the infrastructure needed for efficient delivery,including refrigerated transport and strategically located fulfillment centers.

Currently, expansion efforts are heavily focused on the Mid-Atlantic states – Pennsylvania, New Jersey, and Delaware – with preliminary research underway for potential entry into select Southeast markets.

The Power of Local Sourcing & Partnerships

Feast & Fettle’s core differentiator isn’t just the convenience of pre-prepared meals; it’s the emphasis on locally sourced food. This commitment resonates with consumers increasingly aware of the environmental and economic benefits of supporting local agriculture.

* Direct Farm Relationships: Feast & fettle actively cultivates relationships with local farms,ensuring a consistent supply of fresh,seasonal ingredients. This reduces their carbon footprint and supports the local economy.

* regional Menu Progress: Menus are adapted to reflect the culinary traditions and seasonal availability of ingredients in each region. this creates a more authentic and appealing dining experience. For example, a Mid-Atlantic menu might feature more seafood and locally grown produce than a New England offering.

* Transparency & Traceability: Customers are increasingly interested in knowing where their food comes from. Feast & Fettle provides details about the farms and producers thay partner with, building trust and reinforcing their commitment to sustainable food practices.

Operational Excellence: The Key to Scalability

Expanding a food delivery service requires meticulous operational planning. Feast & Fettle is investing heavily in:

  1. fulfillment Center Optimization: Establishing strategically located fulfillment centers equipped with state-of-the-art refrigeration and packaging technology.
  2. Delivery Logistics: Utilizing a combination of in-house delivery teams and third-party logistics providers to ensure timely and efficient delivery. Real-time tracking and temperature control are paramount.
  3. Technology Integration: Investing in a robust technology platform to manage orders, inventory, and delivery logistics. This includes a user-friendly website and mobile app.
  4. Food Safety & Quality Control: Maintaining rigorous food safety standards throughout the entire supply chain, from farm to table. Regular audits and inspections are essential.

Marketing & brand Building for Regional Appeal

A triumphant expansion strategy requires a targeted marketing approach.Feast & Fettle is employing a multi-channel strategy that includes:

* Hyperlocal Digital Advertising: Utilizing targeted advertising on social media and search engines to reach potential customers in specific geographic areas.Keywords like “meal delivery near me“, “healthy food delivery [city]“, and “local meal prep” are crucial.

* Influencer Marketing: Partnering with local food bloggers and social media influencers to promote their services and build brand awareness.

* Community Engagement: Participating in local farmers’ markets and food festivals to connect with potential customers and showcase their commitment to local sourcing.

* Strategic Partnerships: Collaborating with local businesses, such as gyms and wellness centers, to offer exclusive discounts and promotions.

The Future of Feast & Fettle: A Regional Culinary Leader

Feast & Fettle’s success hinges on its ability to maintain its commitment to quality, convenience, and local sourcing while scaling its operations.By focusing on strategic expansion, operational excellence, and targeted marketing, the company is well-positioned to become a leading regional meal delivery service and a champion of sustainable agriculture. The demand for convenient, healthy, and locally sourced food is only expected to grow, and Feast & Fettle is poised to capitalize on this trend.

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Economy

Is Your CFO the Hidden Key to Your Next Viral Podcast?

by Daniel Foster - Senior Editor, Economy
written by Daniel Foster - Senior Editor, Economy

Morning Brew Pioneers New Creator Model, Tapping Internal expertise For Podcasts

Table of Contents

New York, NY – October 23, 2025 – Business news publisher Morning Brew is redefining content creation with the launch of “People Person,” a podcast spearheaded by Kate Noel, the company’s Senior Vice President of People Operations. This move signifies a departure from conventional media practices, where podcasts are typically hosted by journalists or established media personalities.

The new podcast, designed to complement the “HR Brew” franchise, delves into the complexities of modern human resources management. It’s not an isolated case; Morning Brew’s April 2024-launched “Per My Last Email,” a career advice podcast, is led by Kyle Hagge, Chief of Staff, and Kaila Lopez, Director of Consumer Revenue. Company President Devin Emery indicated that this strategy – leveraging internal expertise – is expanding across the organization.

The Rise Of The ‘Internal Creator’

Emery explained that future content initiatives, such as those tied to “Revenue Brew,” will similarly feature talent from the relevant internal teams, fostering a creator ecosystem within the company. This approach stands in contrast to the growing trend of journalists being encouraged to adopt influencer-style personas, as noted in recent industry reports. It’s a essential shift in who gets to be a content creator.

according to a 2024 TopRank Marketing survey, a significant 81% of Business-to-Business (B2B) marketers now allocate dedicated budgets for influencer marketing, with 53% anticipating budget increases and 9% planning to introduce programs in 2025. This demonstrates the increasing value placed on authentic voices within the B2B space.

Industry analyst Emmy Liederman, from eMarketer, highlights a crucial distinction: B2B audiences prioritize authenticity and credibility (58%) over sheer audience size, ranking it higher than industry relevance (49%), subject matter expertise (47%), and engagement (45%) in a recent April 2025 report. The emphasis is shifting from reach to establishing authority.

Why Internal Talent?

Morning Brew’s decision to prioritize in-house talent reflects a strategic advantage. Utilizing individuals already immersed in the complexities of the business world provides immediate context and perceived legitimacy. Josh Kaplan, founder of the B2B creator agency Smooth Media and a former Morning Brew employee, noted Noel’s “electric” presence and inherent recognizability, qualities that contribute to audience connection.

Characteristic Traditional Influencer Marketing Morning Brew’s approach (B2B)
Primary metric Engagement Rate Authenticity & Authority
Talent Source External Creators Internal Experts
Content Focus Broad Appeal Specific Industry Expertise

However, the company acknowledges potential challenges.Liederman raises valid concerns about compensation, employee comfort levels with participation, and the potential strain of added responsibilities. Morning Brew addresses these points by offering Noel a revenue share and emphasizing her voluntary participation, alongside providing a production team to support the show.

The Blurring Lines Between Profession and Personal brand

this initiative reflects a broader trend: the increasing entanglement of professional and personal online identities. The incident involving coldplay and the kiss cam, as reported in Adweek, underscores how quickly personal actions can become corporate concerns. Every social media post can be viewed as an act of influence, raising questions about future expectations for employees.

The rise of “corporate influencers,” like Deloitte’s Lara Sophie bothur, exemplifies this dynamic. Bothur actively promotes Deloitte’s brand through her personal social media channels, highlighting the potential for employees to become brand ambassadors.

Are we moving towards a future where employees are routinely expected to publicly champion their companies? The boundary between professional duties and personal branding is increasingly blurred. Is this a natural progression of the attention economy, or a concerning trend towards corporate control of individual expression?

The Evolving Landscape of B2B Content Marketing

The strategies employed by Morning Brew are indicative of a larger shift in B2B content marketing. Businesses are recognizing the power of authentic, expert-led content to build trust and drive engagement. This approach moves away from traditional, overtly promotional tactics towards providing genuine value to potential customers.

The focus on internal talent also offers cost-effectiveness and greater control over messaging. though, it requires careful consideration of employee well-being and a clear understanding of the potential risks associated with blurring the lines between personal and professional personas.

Frequently Asked Questions About Morning Brew’s New Creator Strategy

  1. What is Morning Brew’s new approach to podcast creation? Morning Brew is utilizing its internal staff, notably those with deep expertise in specific business areas, to host podcasts like “people Person” and “Per My Last Email.”
  2. Why is Morning Brew focusing on internal talent? the company believes that internal experts offer authenticity, credibility, and a natural understanding of the target audience.
  3. Is this a B2B marketing strategy? While not explicitly framed as marketing, these podcasts aim to capture attention and build brand awareness within the B2B space.
  4. What are the potential drawbacks of this approach? Concerns include employee workload, compensation, and the blurring lines between personal and professional roles.
  5. How critically important is authenticity in B2B marketing? Authenticity and credibility are now considered more important than audience size or engagement in B2B influencing, according to recent research.
  6. What are ‘corporate influencers’? Corporate influencers are employees who actively promote their company’s brand and values through their personal social media channels.
  7. What does the future hold for employee-led content creation? The trend suggests employees may increasingly be expected to act as public advocates for their organizations.

What are your thoughts on the increasing expectation for employees to become brand ambassadors? Share your opinion in the comments below!

How can a CFO’s risk assessment expertise translate into actionable advice for small business owners facing economic uncertainty?

Is Your CFO the Hidden Key to Your Next Viral Podcast?

Beyond the Balance Sheet: Why CFOs Make Excellent Podcast Alex Reeds

Most podcasters chasing that viral moment focus on charismatic entrepreneurs, industry thoght leaders, or captivating storytellers. But there’s a surprisingly powerful, often overlooked resource sitting within your organization: your Chief Financial Officer (CFO). A CFO isn’t just about numbers; they’re strategic thinkers, risk assessors, and possess a unique perspective on business realities. this makes them ideal guests for a compelling and insightful podcast. Think business podcasts, finance podcasts, and leadership podcasts – your CFO can elevate your content.

The Untapped Potential: What CFOs Bring to the Mic

Why are CFOs such valuable podcast assets? It goes beyond simply discussing financial planning. Here’s a breakdown:

* Strategic Insight: CFOs are deeply involved in long-term planning and decision-making. They can offer listeners a behind-the-scenes look at how businesses navigate challenges and capitalize on opportunities.

* Data-Driven Storytelling: They’re masters of translating complex data into understandable narratives. This skill translates perfectly to podcasting, making even dry topics engaging.

* Risk Management Expertise: In today’s volatile business landscape, understanding risk is crucial. A CFO can provide valuable insights into identifying, assessing, and mitigating potential threats. This is particularly relevant for business risk management focused episodes.

* Operational Efficiency: CFOs are constantly looking for ways to improve efficiency and reduce costs. Their insights can be incredibly valuable for entrepreneurs and business owners.

* Investor Relations Perspective: For podcasts targeting investors or those seeking funding, a CFO’s perspective on investor confidence and financial due diligence is invaluable.

Podcast Topics That shine with a CFO’s Input

Don’t limit your thinking! Here are some podcast episode ideas where a CFO can truly shine:

  1. The Future of Finance: discuss emerging trends like blockchain technology, AI in finance, and digital transformation from a practical, implementation-focused perspective.
  2. Navigating Economic Uncertainty: How businesses are preparing for (and responding to) inflation, recession fears, and supply chain disruptions. This taps into current economic news and listener anxieties.
  3. Funding Your Growth: A deep dive into different funding options – venture capital, private equity, debt financing – and how to choose the right path. Focus on startup funding or small business loans.
  4. Building a lasting Financial model: Beyond profitability, how to build a business that’s financially resilient and prepared for long-term success. This aligns with ESG investing and sustainable business practices.
  5. The CFO’s Role in Innovation: how finance leaders are supporting and enabling innovation within their organizations.
  6. Mergers & Acquisitions: A CFO’s perspective: The financial complexities and strategic considerations involved in M&A deals.

Benefits of Featuring a CFO on Your Podcast

Beyond content quality, inviting a CFO offers tangible benefits:

* Increased Credibility: Having a seasoned financial professional on your show instantly boosts your podcast’s credibility.

* Wider Audience reach: Attract listeners interested in business finance, financial analysis, and corporate strategy.

* Networking Opportunities: Connect with potential investors, partners, and sponsors.

* Thought Leadership Positioning: Establish your podcast as a go-to resource for insightful business commentary.

* SEO Boost: Targeting keywords like CFO interview, financial podcast, and business strategy podcast can substantially improve your search engine rankings.

Practical Tips for a Accomplished CFO Podcast Interview

Making the most of your CFO’s expertise requires readiness:

* pre-Interview Briefing: Discuss the target audience and desired key takeaways.

* Focus on Storytelling: Encourage the CFO to share real-world examples and anecdotes. Avoid overly technical jargon.

* Ask Open-ended Questions: Prompt thoughtful responses rather than simple “yes” or “no” answers.

* Prepare for Follow-Up Questions: Be ready to delve deeper into specific topics.

* Promote the Episode Strategically: Leverage social media and email marketing to reach a wider audience. Target LinkedIn for professional reach.

Real-World Example: Shopify’s CFO on Business Strategy

While not a direct podcast appearance, Shopify’s CFO, Amy Shapero, frequently participates in investor calls and public presentations where she articulates the company’s financial strategy. These interactions are widely covered in financial news outlets and demonstrate the power of a CFO’s voice in shaping public perception and investor confidence. This illustrates how a finance leader can become a key communicator for a brand.

Overcoming Potential Hurdles: Addressing CFO Concerns

Some CFOs may be hesitant to participate in a podcast. Common concerns include:

* Confidentiality: Assure them that sensitive data will not be disclosed.

* Time commitment: Respect their busy schedules and keep the interview concise and focused.

* Public Speaking Anxiety: Provide a cozy and supportive interview environment.

* Regulatory Compliance: Ensure all discussions comply with relevant financial regulations.

By addressing these concerns and highlighting the benefits, you can unlock a valuable source of podcast content and elevate your show to new heights.

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