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Alex Lieberman is the co-founder & CEO of Morning Brew. They're a leading new media startup with over 2.7mil newsletter subscribers, making them one of the largest daily newsletters around.

Plus they have a growing range of media properties including podcasts to niche newsletters.

Alex & his co-founder sold a majority stake in the business to Insider Inc for a reported $75mil in Oct 2020.

After listening to this conversation, you'll understand:

– growing from a newsletter to a full-on media business
– 3 step audience funnel: rented, owned + monetized
– hub + spoke model
– how they got their first 1000 subscribers by doing things that don't scale
– growth stages: from 1k to 10k, 100k and 1mil+ subscribers
– how to grow through email swaps, paid ads + partnerships
– a framework to reinvent old formats like Shark Tank or QVC

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Timestamps:
0:00:00 - Snippet
0:01:30 - Intro
0:02:05 - Grandma Likes Morning Brew
0:03:20 - Growing From Newsletter To Media Brand
0:05:45 - Acquired For Reported $75mil By Insider Inc
0:06:43 - Scale of Morning Brew: 2.7mil subscribers
0:09:50 - Audience Building Done Well
0:12:24 - Audience Funnel: Rented, Owned, Monetized
0:16:01 - “Who Is This NOT For?”
0:20:09 - Audience ≠ Distribution
0:23:47 - Unwritten Contract With An Audience
0:24:49 - Focus vs Breadth of Interests
0:27:27 - Ask Yourself Why 3x
0:31:35 - Hub & Spoke Model For Audience
0:36:45 - Getting First 1000 Subscribers + Growing Through Referrals
0:39:31 - Stages of Growth From 1k to 100k to 1mil
0:42:03 - When To Grow Through Paid Ads
0:45:42 - Growing Through E-Mail Swaps + Paid Ads
0:47:50 - Programmatic E-Mail Ads
0:49:04 - Snapchat Ads, YouTube Influencers + Channels That Worked
0:51:44 - Cross Promotion + Strategic Partnerships
0:54:20 - Signals Of Consumer Intent From E-Mail Clicks
0:58:35 - Multimedia + How To Grow A Podcast
1:00:32 - Re-Inventing What Worked In Legacy Media Business
1:03:27 - Macro + Micro Of Promotion
1:06:29 - 3 Types Of Content That Work Well For Podcast
1:07:00 - Timely News Hooks
1:08:47 - Evergreen “Service Content” - Solve Problem or Passion
1:11:57 - Vulnerable Content + Imposter Syndrome
1:17:26 - Future Of Monetization
1:22:35 - Talent vs Learned Skill
1:24:22 - Jay-Z, Mr. Beast + Ownership
1:28:24 - Building A Writing Habit + Ship 30 For 30
1:30:34 - Accountability
1:33:33 - Business Idea: Shark Tank For The Digital Age
1:37:30 - Re-inventing Old formats: QVC + who wants to be a millionaire
1:41:13 - Dealing With Bad Times + His Dad’s Loss
1:46:23 - Survivor Guilt

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