How Legacy Media is Killing Itself
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What is the main topic discussed in this episode?
Everybody, welcome to Next Up with me, Mark Calper. Thank you for being here. I'm the editor-in-chief of the Live Interactive Video Platform Two-Way, the host here of Guide to You, Nexters to Everything that's Next Up. Thanks for tuning in. I think you'll be pleased that you did. Uh great show today with a super interesting guest. Uh Rich Antonello is the founder and former CEO of Complex, executive chairman of Uprocks. and founder and chairman of Fort Nash, all great media properties. And this is a guy who's got his fingertip feel for uh what's successful in media today, what in new media works, uh what's the best of old media. Really looking forward to talking to Rich. Ай, со акен. The great Rich Antonella will be here to talk media.
That's next up. So this episode of Next Up is sponsored by Roe. A lot of people hear GLP one and immediately assume treatment is going to cost a fortune.
How did Rich Antoniello first get into the media business?
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And Rich is next up, joins us now. Thank you for being here.
Thank you very much, sir.
How did you get in the media business? Did you grow up uh as son of a newspaper publisher? How'd you do it?
Uh hardly. Um my dad was a UPS guy, so I didn't quite have exposure to professional. Um, I got into media accidentally, to be honest with you. I went to school thinking I was gonna go be a trader because where I grew up, the only way out was to make money. And the only thing that I had seen were traders and stock guys and so on and so forth. So I went to school and uh Um I had some professors who seemed to find some light in me and screaming at me not to be a finance guy, not to be an accountant, and to use my right brain, left brain creativity and push me into marketing. Got a job at Saatchi and Satchi, the largest advertising company in the world at the time, worked for Proctor, worked on Proctor and Gamble, got exposed to branding, media, and understanding uh how to change hearts and minds.
And I absolutely fell in love with it. And instead of being the evaluator of that, I figured I'd rather be the builder.
Yeah. In my career, uh some of the smartest and best builders of of media organizations have been people who came from advertising. Talk a little bit more about Sachi Tachi really, again, some people will know that name, others sadly won't, because culturally cultural literacy, really one of the great, not just ad institutions in the in the American history, one of the great institutions in American history in terms of uh the level of creativity, the power, uh, the international, national reach.
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Chapters
6 chapters
1
What is the main topic discussed in this episode?
0:02–0:59
2
How did Rich Antoniello first get into the media business?
0:59–6:19
3
What advertising lessons from Saatchi & Sackett does Rich say apply to building media brands?
6:19–11:36
4
Why does Rich argue that a media brand needs a clear DNA that audiences can see in every piece of content?
11:36–18:31
5
How does Rich differentiate legacy brands like Time Magazine from challenger brands such as Fort Nash?
18:31–27:35
6
What is the DNA of Fort Nash and why is Southern culture the core of its strategy?
27:35–33:01
Speakers
1 identifiedMore from Next Up with Mark Halperin
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