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From DealBook: Alex Cooper on Building a Media Brand

By The New York Times

In this episode of The Daily, Alex Cooper shares her unconventional journey to becoming a trailblazing creator and media mogul. The host of the popular podcast "Call Her Daddy" discusses how she identified a gap in the market for open, women-led conversations about relationships and sex, and boldly filled that void. Alex Cooper opens up about the evolution of her content, transitioning from intimate topics to discussing mental health, women's rights, and more through her unique interviewing style.

Cooper also shares her views on the changing media landscape, Gen Z audiences' skepticism towards traditional outlets, and her plans for expanding her brand into a multimedia empire. From signing and mentoring creators to exploring TV, films, events, and merchandise - Cooper aims to build an expansive, curated media platform centered around her dedicated community.

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From DealBook: Alex Cooper on Building a Media Brand

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From DealBook: Alex Cooper on Building a Media Brand

1-Page Summary

Alex Cooper's unconventional rise to success and influence

Cooper's background sparked her passion for media and content creation from a young age, according to Cooper, setting the stage for her future entertainment career.

Cooper identified a gap in the market for open female-led conversations about relationships and sex. She boldly filled this void with "Call Her Daddy," stating, "there's Howard Stern and then there's no one for women where women can actually feel like, oh, that is what I talk about with my friends when I'm behind closed doors."

At Barstool Sports, Cooper learned the value of pushing boundaries and leveraging social media, constantly testing what was "a little too much." "You can never speak your mind too often on social media," she advised.

The evolution of her podcast content

Initially focused on intimate topics, Cooper recognized a need to evolve "Call Her Daddy" to appeal to broader interests beyond sexuality.

Cooper transitioned into more of an interviewer role, fostering meaningful dialogues. She credits her upbringing by a therapist for her ability to make guests feel comfortable opening up.

Using her unique interviewing style, Cooper has expanded discussions to encompass vital subjects like mental health and women's rights.

Her views on changing media landscape and trust

Cooper notes declining trust in traditional media, especially among youth who feel they are constantly told what to believe. Her audience may place more trust in her over traditional outlets.

For her political engagement, Cooper intentionally focused her interview with VP Kamala Harris on women's rights issues important to her audience, avoiding other topics.

Her plans to expand her brand

Cooper aims to build a media "empire" separate from male figures and is pursuing a deal with Sirius XM.

She launched Unwell Network to sign and mentor Gen Z creators, providing curated content for her community.

Cooper is exploring TV shows, films, live events, and merchandise to diversify her brand's offerings based on audience interests.

While serving as both creator and mentor within Unwell Network, Cooper intends to remain a central on-camera figure connecting with her audience.

1-Page Summary

Additional Materials

Clarifications

  • Alex Cooper's background played a significant role in shaping her career in media and content creation. She identified a gap in the market for open female-led conversations about relationships and sex, leading to the creation of her successful podcast, "Call Her Daddy." Cooper's approach to pushing boundaries and leveraging social media at Barstool Sports contributed to her unconventional rise to success and influence.
  • The evolution of the "Call Her Daddy" podcast content involved a shift from focusing solely on intimate topics to incorporating broader subjects beyond sexuality. Alex Cooper transitioned into more of an interviewer role, facilitating deeper conversations with guests. This change allowed for discussions on a wider range of important issues such as mental health and women's rights. Cooper's unique interviewing style played a key role in expanding the podcast's content to cover a more diverse array of topics.
  • The Unwell Network is a platform launched by Alex Cooper to sign and mentor Gen Z creators. It aims to provide curated content for her community and support young content creators in developing their skills and reaching a wider audience. Cooper's goal with Unwell Network is to foster a new generation of creators and offer diverse content beyond her own brand. She serves as both a creator and mentor within the network, maintaining a central on-camera presence to engage with her audience.
  • Alex Cooper plans to expand her brand by building a media "empire" separate from male figures, aiming for a deal with Sirius XM. She launched Unwell Network to sign and mentor Gen Z creators, offering curated content for her community. Cooper is exploring various avenues like TV shows, films, live events, and merchandise to diversify her brand's offerings based on audience interests. While overseeing Unwell Network, she intends to maintain a prominent on-camera presence to engage with her audience directly.

Counterarguments

  • While Cooper's background may have sparked her passion, success in media often requires more than passion, such as business acumen, strategic partnerships, and a degree of luck or timing.
  • Identifying a market gap for female-led conversations about relationships and sex is significant, but it's also important to acknowledge that other platforms and personalities may have been addressing similar topics, albeit with less visibility or in different formats.
  • The value of pushing boundaries on social media must be balanced with the potential for negative consequences, such as promoting harmful stereotypes or offending certain groups.
  • Evolving "Call Her Daddy" to appeal to broader interests is a strategic move, but it could also alienate the original fan base who were drawn to the initial focus on intimate topics.
  • Transitioning into an interviewer role and fostering meaningful dialogues is commendable, but it also requires a continuous effort to maintain authenticity and avoid becoming formulaic.
  • Expanding discussions to include mental health and women's rights is important, but it's crucial to ensure that these discussions are informed and sensitive to the complexities of these issues.
  • Noting declining trust in traditional media is a valid observation, but it's also worth considering that influencers and new media personalities face their own challenges in establishing and maintaining trust with audiences.
  • Focusing an interview with a political figure like VP Kamala Harris on specific issues is a strategic choice, but it may also be seen as a missed opportunity to address a wider range of topics that are relevant to the audience.
  • Building a media empire is an ambitious goal, and while independence is empowering, collaboration with a diverse range of voices, including male figures, can enrich the brand.
  • Launching Unwell Network to mentor Gen Z creators is innovative, but success in this venture will depend on the ability to provide genuine support and opportunities for growth, rather than just capitalizing on their creativity.
  • Exploring various mediums like TV shows, films, and live events is a way to diversify, but it also involves risks and the challenge of maintaining quality and brand identity across different formats.
  • Remaining a central on-camera figure is key for audience connection, but it's also important to ensure that this doesn't limit the growth of the brand or the development of other talents within the network.

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From DealBook: Alex Cooper on Building a Media Brand

Alex Cooper's unconventional rise to success and influence in media/podcasting

Alex Cooper's journey in media and entertainment reflects a fearless approach to creating content and grasping the zeitgeist of Gen Z listeners through her podcast "Call Her Daddy."

Cooper's background and early aspirations in media and entertainment

From a young age, Cooper was immersed in the television production world, which ignited her passion for media and content creation. She recalls, "My father was a sports television producer. So I was like in a television truck my whole life." This exposure spurred her ambitions: "I want to be a director. I want to be a producer." Her life was a canvas for short films and projects that set the stage for her future in the entertainment industry.

Cooper's decision to start the "Call Her Daddy" podcast and her initial approach

Drawing from her keen observations of the market, Cooper identified a significant gap: the lack of a female counterpart to Howard Stern for candid discussions about relationships and sex. She decided to fill this void, saying, "There's Howard Stern and then there's no one for women where women can actually feel like, oh, that is what I talk about with my friends when I'm behind closed doors."

Her podcast featured explicit topics, like sexting, showcasing her bold take on conversations typically held in private. Cooper realized the potential impact of her market strategy, stating, "I know it was salacious and I know it was out there, but I also am like a marketer at heart. And I was like, this is going to get everyone talking."

Cooper's partnership with Barstool Sports and the lessons she learned about cultivating a strong online presence

Cooper's time at Barstool Sports was a poignant chapter in her career. Working under media figures like Dave Portnoy, she quickly understood the value of pushing limits and the influence of social media. "You can never speak your mind too often on social media. I think when you think it's a little too muc ...

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Alex Cooper's unconventional rise to success and influence in media/podcasting

Additional Materials

Clarifications

  • Understanding the zeitgeist of Gen Z listeners involves capturing the prevailing attitudes, interests, and cultural norms that define this generation. It requires aligning content with their values, preferences, and experiences to resonate authentically with them. Gen Z is known for valuing authenticity, diversity, inclusivity, and social consciousness in media and entertainment. Grasping the zeitgeist of Gen Z listeners entails staying attuned to their evolving tastes, trends, and digital behaviors to create relevant and engaging content.
  • Howard Stern is a well-known radio personality famous for his provocative and candid discussions on relationships, sex, and other controversial topics. He has been a trailblazer in pushing the boundaries of what can be discussed openly on the airwaves, often addressing subjects considered taboo in mainstream media. Stern's approach has influenced many in the media industry, serving as a reference point for those looking to engage in bold and unfiltered conversations with their audience.
  • Barstool Sports is a sports and pop culture blog founded in 2003. It gained popularity for its edgy and often controversial content. The site expanded into podcasts, video series, and merchandise, attracting a loyal following. Barstool Sports has been both praised for its unique approach to content creation and criticized for its sometimes polarizing content.
  • Dave Portnoy is a prominent figure in the media industry, known for founding Barstool Sports, a sports and pop culture blog. He played a significant role in shaping the company's brand and content strategy. Portnoy is recognized for his controversial and outspoken persona, often using social media to ...

Counterarguments

  • While Cooper's background in television production may have fueled her passion, it's not uncommon for individuals to pivot away from their initial exposure to media and find success in different facets of the industry.
  • Aspiring to be a director or producer is a common goal among many in the media field, and achieving success in podcasting doesn't necessarily translate to skills in directing or producing traditional media.
  • The idea that there was a complete gap in the market for female-led discussions on relationships and sex may overlook existing content creators who were addressing these topics, albeit perhaps not as prominently as Howard Stern in his domain.
  • The success of "Call Her Daddy" could be seen as reinforcing certain stereotypes or expectations about women's discussions on private matters, which might not resonate with all listeners or represent a universal female perspective.
  • Cooper's market strategy of generating buzz through explicit content could be criticized for prioritizing shock value over substance, potentially at the expense of deeper, more nuanced discussions.
  • The value of pushing limits on social media is subjective and can sometimes lead to negative consequences, such as alienating certain audience segments or contributing to a more polarized online environment.
  • The emphasis on speaking one's mind frequently on social media may not always be the best approach for everyone, as it can lead to overexposure or ...

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From DealBook: Alex Cooper on Building a Media Brand

The evolution of her podcast content and approach

Alex Cooper's "Call Her Daddy" podcast has undergone a significant transformation, moving beyond its initial focus on intimate aspects of her personal life to embrace a more diverse array of relatable subjects, including serious and meaningful issues.

Shifting the focus of "Call Her Daddy" from purely sexual topics to a broader range of relatable issues

Cooper recognized that she had explored the topic of "sexting" in-depth and chose to evolve the show to sustain and grow her audience. This evolution resulted in a shift in focus, where "Call Her Daddy" started to cover a broader range of issues that listeners could relate to, far transcending the initial narrow focus on sexuality.

Cooper's transition to becoming more of an interviewer and using her platform to discuss meaningful topics

With a natural evolution from sharing personal anecdotes to conducting interviews, Cooper has become more of an interviewer, facilitating deeper conversations on her show. As someone raised by a therapist, she attributes her ability to conduct effective interviews to her upbringing. Throughout her interviews, Cooper is intentional in her communications, striving to make guests feel at ease the moment they step into her studio. Her attention to giving guests her undivided focus and showing genuine interest has allowed for candid discussions about personal feelings and experiences.

Developed a unique interviewing style that made guests feel comfortable opening up

Cooper's unique interviewing style stems from her innately comfortable approach to c ...

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The evolution of her podcast content and approach

Additional Materials

Clarifications

  • Alex Cooper's "Call Her Daddy" podcast initially centered on intimate topics like "sexting" but later expanded to cover a wider range of relatable issues. This evolution involved a shift from a narrow focus on sexuality to discussing more diverse and meaningful subjects. Cooper transitioned from sharing personal stories to conducting interviews, creating a platform for deeper conversations on various topics. Her unique interviewing style and focus on important issues like women's rights and mental health have transformed the podcast into a space for authentic and significant discussions.
  • Alex Cooper's interviewing style differs from traditional interviewers in her innate ability to create a comfortable atmosphere that encourages guests to open up. She focuses on making guests feel at ease and shows genuine inter ...

Counterarguments

  • While broadening the range of topics can attract a wider audience, it may also alienate long-time listeners who preferred the original focus on sexual topics and personal anecdotes.
  • Transitioning to more of an interviewer role could suggest a move away from the raw and personal content that initially defined the "Call Her Daddy" brand, potentially diluting its unique appeal.
  • Developing a unique interviewing style is subjective, and not all listeners may find the approach comfortable or effective; some may miss the more direct and unfiltered style of earlier episodes.
  • Discussing important issue ...

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From DealBook: Alex Cooper on Building a Media Brand

Her views on the changing media landscape and trust in journalism

Alex Cooper provides insights into her perspectives on the increasing distrust in traditional media and explains her approach to handling political content on her platform, particularly her decision to interview Vice President Kamala Harris.

Cooper's perspective on the increasing distrust in traditional media outlets

Cooper notes a significant shift in trust towards traditional media, especially among younger generations. She reflects that while she grew up trusting the news that she watched with her parents, there is now a wave of skepticism among millennials and Gen Z. They feel that they are being constantly told what to believe, which has resulted in a loss of credibility for traditional media in their eyes. Cooper's own audience may trust her over traditional outlets, signaling a broader transition in where audiences are choosing to place their trust. She believes that people, especially the youth, don't want to be told what to do and instead want to form their own opinions.

Additionally, Cooper alludes to the fact that the overt marketing of narratives by media outlets often comes across as disingenuous, which has contributed to this growing skepticism.

Cooper's approach to navigating the political landscape and her decision to interview Vice President Kamala Harris

Cooper understands the potential of using her platform to engage in political discourse on issues that matter deeply to her audience. She has not shied away from opportunities to discuss politics when they arise. For instance, she made the decision to interview Vice President Kamala Harris, recognizing it as a chance to focus on subjects that directly impacted her listeners.

During her interview with the Vice President, Cooper consc ...

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Her views on the changing media landscape and trust in journalism

Additional Materials

Counterarguments

  • Trust in traditional media may be declining, but it still plays a crucial role in providing vetted and fact-checked information, which is essential for a well-informed public.
  • Skepticism towards media can be healthy, but complete distrust can lead to the spread of misinformation if individuals only seek out echo chambers that reinforce their pre-existing beliefs.
  • While younger generations might be looking for new sources of information, traditional media outlets are also adapting and creating digital and social media content to engage with these audiences.
  • The preference for forming one's own opinions is important, but it should be balanced with the understanding that expertise and editorial standards in journalism are valuable for contextualizing and understanding complex issues.
  • The perception of media marketing narratives could be a reflection of the commercial pressures on the industry rather than an intent to mislead the audience.
  • Using a platform for political discourse is a powerful tool, but it also comes with the responsibility to ensure diverse viewpoints are represented to avoid partisanship.
  • Focusing on specific issues like women's rights is important ...

Actionables

  • You can diversify your news consumption by creating a personalized news feed from various independent sources. Start by identifying independent journalists, local news outlets, and international media that cover a range of perspectives. Use an RSS feed aggregator or a news app that allows you to curate content from these sources, ensuring you get a balanced view of current events without the influence of major media narratives.
  • Engage in critical thinking exercises when consuming news to develop your own opinions. Whenever you read an article or watch a news segment, take a moment to write down the key points presented. Then, challenge yourself to consider alternative viewpoints or additional information that might not have been included. This practice helps you to form a well-rounded opinion and recognize potential biases in reporting.
  • Create a discussion group with friends or online community members to explor ...

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From DealBook: Alex Cooper on Building a Media Brand

Her plans to expand her brand and build a media empire

Alex Cooper is taking strategic steps to broaden her influence beyond the highly successful "Call Her Daddy" podcast, with plans that include nurturing new talent and exploring various content creation avenues.

Cooper's diversification strategy beyond the "Call Her Daddy" podcast

Cooper reveals her vision for the future as she looks to diversify her brand in the media landscape. The discussion encompasses her determination to build an "empire," hinting at a deal with Sirius XM and her intent to establish a reputation that stands on its own, separate from male media figures like Howard Stern.

Launching the Unwell Network to sign and uplift other young creators

Alex Cooper founded the Unwell Network with the goal of signing younger Gen Z creators and curating content that appeals to her community. Cooper selects creators meticulously to ensure that her network provides a trusted palette of content for her audience, which includes a diverse array of shows.

Exploring opportunities in television, live events, and merchandise to further engage her audience

Cooper's foray into live events has already seen success, with sold-out tours and an event with the Red Sox signaling a move into experiential and live content. She looks forward to launching television shows, films, and expanding her reach within podcasting, showcasing a holistic approach to content diversification. She mentions having bi-weekly meetings with writers for both scripted and unscripted television, signifying a significant interest in the television space. Cooper takes into account the preferences of her audience, who enjoy TV, podcasts, concerts, live events, and merchandise, and seeks to tap into these areas.

Cooper's vision for her role within the Unwell Network

Sees herself as remaini ...

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Her plans to expand her brand and build a media empire

Additional Materials

Clarifications

  • Alex Cooper is a prominent podcaster known for her work on the "Call Her Daddy" podcast, which gained significant popularity for its candid discussions on relationships and sex. Cooper has leveraged the success of the podcast to expand her brand and explore new opportunities in media, including launching the Unwell Network to support emerging creators and venturing into television, live events, and merchandise. Her strategic moves indicate a desire to diversify her content offerings and establish a broader presence in the entertainment industry beyond her initial podcasting success.
  • The Unwell Network, founded by Alex Cooper, aims to sign and uplift young Gen Z creators by curating content that resonates with her audience. Cooper carefully selects creators to ensure a diverse range of shows that cater to her community's interests. This network serves as a platform for emerging talent to showcase their work and connect with a broader audience under Cooper's mentorship and guidance. Through the Unwell Network, Cooper seeks to expand her brand's reach and influence by fostering a community of creators producing engaging content across various media platforms.
  • Howard Stern is a prominent American radio personality known for his controversial and boundary-pushing style. He has been a dominant figure in radio for decades, often tackling taboo subjects and pushing the limits of what can be discussed on air. Stern's influence extends beyond radio, as he has also ventured into television and publishing, shaping the landscape of media with his bold and unfiltered approach. His career has been marked by both acclaim and controversy, making him a polarizing but undeniably influential figure in the world of entertainment.
  • Alex Cooper is actively exploring opportunities in television and film projects as part of her brand expansion. She holds bi-weekly meetings with writers for ...

Counterarguments

  • Diversification may dilute brand identity: Expanding into too many areas too quickly could risk diluting the "Call Her Daddy" brand, which could confuse the audience and weaken the brand's core appeal.
  • Risk of overextension: By trying to manage a network, produce new content, and mentor others, Cooper might spread herself too thin, potentially leading to burnout or a decrease in the quality of her work.
  • Challenges in content curation: Meticulously selecting creators to sign could lead to a narrow content offering that might not appeal to a broader audience, limiting the network's growth potential.
  • Uncertain success in new ventures: Success in podcasting does not guarantee success in other areas like television, live events, or merchandise, which have different dynamics and challenges.
  • Mentorship dynamics: While Cooper's experience is valuable, acting as both a central figure and a mentor could create power dynamics that may not always be conducive to fostering independent creative growth in new talent. ...

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