January 20, 2023
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When Lead Gen Becomes a Subscription Business

Over the past five years, developing a subscription product has been a primary focus for media companies to diversify away from advertising. But the focus was on getting consumers to pay for content, which has always appeared to be the lowest-hanging fruit. If we’re creating all this great content, why not charge for access to some of it, right?

However, a cohort of b2b media companies has found other ways to build subscription businesses without the content being the focus. Instead, their audience becomes the product. And what people are paying for is access to a qualified audience.

Ben Clymer is founder and CEO of Hodinkee, a media and commerce company dedicated to the luxury watch market. What started as a personal blog thanks to a watch from his grandfather has turned into a highly respected business that can sell millions of dollars in watches in minutes.

In this episode, we went through the many different facets of the business, but a few things jumped out to me…

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