E42: Erik Torenberg on the Evolution of Media

This week on Upstream, the tables are turned, and Erik is sitting in the guest seat. We're airing an episode the podcast Where It Happens hosted by Greg Isenberg. Greg and Erik discuss B2B creators, how to find profitable niches, how to monetize media businesses, and more.

Upstream is sponsored by Shopify: https://shopify.com/torenberg for a $1/month trial period.

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RECOMMENDED PODCAST: History 102 with WhatifAltHist

Every week, creator of WhatifAltHist Rudyard Lynch and Erik Torenberg cover a major topic in history in depth -- in under an hour. This season will cover classical Greece, early America, the Vikings, medieval Islam, ancient China, the fall of the Roman Empire, and more.

Subscribe on Spotify: https://open.spotify.com/show/36Kqo3BMMUBGTDo1IEYihm

Apple: https://podcasts.apple.com/us/podcast/history-102-with-whatifalthists-rudyard-lynch-and/id1730633913

YouTube: https://www.youtube.com/@History102-qg5oj

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We're hiring across the board at Turpentine and for Erik's personal team on other projects he's incubating. He's hiring a Chief of Staff, EA, Head of Special Projects, Investment Associate, and more. For a list of JDs, check out: eriktorenberg.com.

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SPONSOR:

Head to Beehiiv, the newsletter platform built for growth, to power your own. Connect with premium brands, scale your audience, and deliver a beautiful UX that stands out in an inbox. 🐝to https://Beehiiv.com and use code "UPSTREAM" for 20% off your first three months.

Shopify - https://shopify.com/torenberg for a $1/month trial period

Shopify is the global commerce platform that helps you sell at every stage of your business. Shopify powers 10% of all ecommerce in the US. And Shopify's the global force behind Allbirds, Rothy's, and Brooklinen, and 1,000,000s of other entrepreneurs across 175 countries. From their all-in-one ecommerce platform, to their in-person POS system – wherever and whatever you're selling, Shopify's got you covered. With free Shopify Magic, sell more with less effort by whipping up captivating content that converts – from blog posts to product descriptions using AI. Sign up for $1/month trial period: https://shopify.com/torenberg.

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LINKS

Greg's newsletter: https://www.gregisenberg.com/

Greg's YouTube channel: https://www.youtube.com/@GregIsenberg

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X / TWITTER:

@gregisenberg (Greg)

@eriktorenberg (Erik)

@upstream__pod

@turpentinemedia

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TIMESTAMPS:

(00:00) Intro

(01:54) The rise of the B2B creators

(04:30) Are podcasts worth investing in?

(09:40) How to spot a profitable niche

(11:57) Podcast acquisitions and partnerships

(15:55) Sponsor | Shopify

(19:04) Why media businesses are undermonetized

(29:29) Producers are going to overtake Creators

(39:31) Is there enough room for B2B creators?

(45:15) Businesses that are too good for Venture Capital

(52:55) Steal Erik’s free start up ideas

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This show is produced by Turpentine: a network of podcasts, newsletters, and more, covering technology, business, and culture — all from the perspective of industry insiders and experts. We’re launching new shows every week, and we’re looking for industry-leading sponsors — if you think that might be you and your company, email us at [email protected].

Producer: Sam Kaufman

Editor: Michelle Poreh

For guest or sponsorship inquiries please contact [email protected]