The Strategist was a little bit different. So we came back two months later and formally launched it as a full-fledged site. That content did seem to connect in a pretty compelling way. Initially, we did it as a popup blog under a different name that was a sponsored thing, and that gave us a chance to experiment a little bit and see what specifically in that content area was really resonating with our audience. There’s also an endemic advertiser base there, which is not everything but is a consideration. Technology and the intersection of technology and culture, the subject matter of Select All, has been an area of interest for a long time, and technology had felt like a bit of a hole for us. Wasserstein: This year we launched Select All and The Strategist. We did an Ask The Strategist thing, where The Strategist can solve your local shopping needs. We have a private Instagram account for members. We’re trying to think about how we can provide unique value in creative ways, adding little nuggets of value. Part of the value proposition is that there is a sense of community to it, so we want to be careful about scaling it too quickly. We’re going to keep it pretty small and intimate, at least for a few months, to make sure we’re getting the programming mix right, and then probably market it more broadly. We initially promoted it just to friends and family and some percentage of email newsletter subscribers, to start building up a test group. It very, very soft-launched in mid-November, and it only got a homepage and some on-site promotion.
It’s oriented toward unique experiences - either ones that we are creating ourselves or, often, ones that we’re curating and arranging for special access for members. Wasserstein: It’s an effort to serve, primarily, our New York City-based audience that turns to New York for discovery of what’s new, what’s next, what’s cool, what’s insider-y in the experience of living here.
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