Soger and Marshall here, welcome back to the Realignment.

I am so intrigued consistently all the time every day.

I log on to the internet and I see a really great small community that you've never heard of before.

And there is so much value in that.

I think we for so many years put a lot of stock in scale to your point, like the mics, the buzz feeds of the world.

That built up these really big noticeable, recognizable brands, but didn't really have the talent or the content to back it up in a lot of cases.

I think there's a reverse of that happening now.

And perhaps it's a reaction to a lot of really sour headlines around media over the last decade or so.

But now people recognize, I went viral on TikTok for this specific kind of content that I'm really, really good at.

That I can do better than anybody else.

How am I going to create a community of like-minded people who really like that kind of content, whether it's, you know, like the now famous TikTok influencer tinks, right?

Like she's TikTok's big sister.

That's her niche.

And she has a really, really voracious audience who's eager to fall on her every word.

There are all sorts of influencers all over the internet today who are doing things just like that, creating newsletters around those personalities, creating podcasts around those personalities.

And even people in the media space as well, more traditional media when you talk about journalists leaving the New York Times to go right for a sub-stack.

And that's not a shock anymore.

That's insane.

We've got some great guests for you guys today.

Kinsey Grant and Josh Kaplan from Thinking is Cool.

It's an awesome new podcast.

We have a great conversation about all things podcasting, how to build a media company, all of that.

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