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Peter Himler, the man who set up the New York Times\u2019 paywall. Peter\u2019s an experienced PR and media consultant, and the founder of Flatiron Communications. Listen as Nathan and Peter talk subscription vs. native advertising, the growth of content marketing, and the importance of influencers.

Favorite Book? \u2013 The End of Big
What CEO do you follow? \u2014 Elon Musk
Do you get 8 hours of sleep?\u2014 I absolutely do
If you could let your 20 year old self know one thing, what would it be?\u2014 How to be more assertive with my boss

Time Stamped Show Notes:
01:10 \u2013 Nathan\u2019s introduction
01:30 \u2013 Welcoming Peter to the show
01:55 \u2013 Peter helped the New York Times launch their first paywall
02:45 \u2013 What can agencies do to make sure they retain talent?
03:00 \u2013 Large agencies have invested in digital strategies
04:00 \u2013 Flatiron create content marketing for their clients
04:35 \u2013 Content sites with a paywall are a growing trend
04:50 \u2013 How did you execute the NY Times paywall?
05:10 \u2013 The first paywall was unsuccessful - \u2018Times Select\u2019 in 2005
05:50 \u2013 \u201cIt was premature\u201d - focused on driving advertising revenue
06:20 \u2013 When they fully embraced the paywall model it became more successful
07:45 \u2013 \u201cThe Times is a very strong brand in a sea of online content\u201d
08:10 \u2013 \u201cThe voices of true journalism are fewer and further between\u201d
09:40 \u2013 Do content paywalls cannibalise revenue from native advertising?
10:35 \u2013 Some paid subscriber sites provide a very targeted market for advertisers
11:40 \u2013 Are paywalls feasible for people who aren\u2019t big brands yet?
12:41 \u2013 A trend of hiring influencers to create branded content
13:31 \u2013 A company called Niche matches brands with influencers - bought by Twitter for $20 million
14:24 \u2013 Flatiron has a team of 4 people
15:30 \u2013 Charges retainers of around $7500-12,500 per month
16:10 \u2013 Connect with Peter on his site or on twitter
17:55 \u2013 The Famous Five

3 Key Points:
Subscription models can coexist with targeted advertising: be creative about how you\u2019re generating revenue from your content.
Be prepared to create a lot of free content in order to build your brand.
Be assertive...and once you know what you\u2019re doing, be prepared to strike out on your own.

Resources Mentioned:
Freshbooks - The site Nathan uses to manage his invoices and accounts.
Host Gator \u2013 The site Nathan uses to buy his domain names and hosting for cheapest price possible.
Leadpages \u2013 The drag and drop tool Nathan uses to quickly create his webinar landing pages which convert at 35%+
Audible \u2013 Nathan uses Audible when he's driving from Austin to San Antonio (1.5 hour drive) to listen to audio books.

Show Notes provided by Mallard Creatives

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