Show Notes

(00:02:38) - (First question) - Craig’s initial mindset when launching FreightWaves

(00:05:37) - Craig’s observations about fundraising when shifting the business into a media business

(00:13:08) - How he bridged the gap between his industry expertise and the media business' need for specialized knowledge

(00:17:35) - How his media business was initially funded

(00:20:46) - Disparity in market valuation with audiences undervalued and some SAS businesses overvalued

(00:26:14) - The motivation in pursuing the purchase of Flying magazine

(00:31:02) - Lessons learned from attaching real estate to audiences compared to finance or e-commerce

(00:34:15) - The strategy behind acquiring numerous media outlets

(00:37:54) - Economic principles for managing acquired magazines

(00:39:33) - The correlation between the aviation and freight industries

(00:40:46) - The importance of having an interest in an industry before acquiring an existing audience

(00:43:47) - The elements Craig tries to enhance when revamping older magazines

(00:47:39) - Shifting advertiser mentality into niche marketing and its ultimate success

(00:49:46) - The early challenges of switching to a specialized, niche audience

(00:51:08) - Whether this model works for all magazine or if niche marketing is only successful with expensive product content like planes

(00:54:58) - Debrief