WEBVTT

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<v Mike Rugnetta>Friends, hello,
and welcome to Never Post's

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state of the podcast 2026. This
is an episode for and about

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Never Post itself and in which
we celebrate our two year

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birthday.

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<v Hans Buetow>Hell, yeah. We

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<v Georgia Hampton>did it. Cakes
and candles.

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<v Hans Buetow>Kicks and

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<v Mike Rugnetta>candles.
Nevertheless, the pod persisted.

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<v Jason Oberholtzer>Now I feel
bad.

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<v Georgia Hampton>Oh, man.

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<v Mike Rugnetta>We did one of
these last year, and we're gonna

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do another one this year in
which we're gonna let you know

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the chances that we will be
around to make a third one next

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year.

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<v Georgia Hampton>And what you

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<v Mike Rugnetta>are about to hear
is a chat between the principal

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producers of the show about how
we are doing as a show. We're

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gonna talk about how many people
listen to Neverpost, how many

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members we have, how much money
we make, and what we spend that

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money on. We're gonna talk about
the challenges of making a

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podcast. We're gonna talk about
what we need to keep doing the

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show. We're gonna talk about all
the things that we're looking

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forward to in our third year,
including some changes to the

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show's format, which I think
secretly all of you that listen

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to the show, you're all a bunch
of freaks or things that you

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want anyways.

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So I don't think any of it's
gonna be a really big deal.

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Before we get too far, we're
gonna do introductions. In order

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of how large I assumed their cup
of coffee was this morning,

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descending. So biggest cup
first.

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<v Hans Buetow>Single cup. Biggest
single cup.

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<v Mike Rugnetta>Single cup. Jason
Oberholzer, Never Post executive

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producer.

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<v Jason Oberholtzer>It's me, your
biggest boy with the biggest

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cup. A

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<v Mike Rugnetta>gallon. He's got
one of

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<v Jason Oberholtzer>those gallon.

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<v Hans Buetow>The things that
truckers have.

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<v Jason Oberholtzer>I have not
successfully gotten any coffee

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in my hands today. I am the
worst for wear because of it.

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<v Georgia Hampton>Oh, no. But

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<v Jason Oberholtzer>you could not
be more incorrect.

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<v Mike Rugnetta>Could not be more
incorrect.

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<v Jason Oberholtzer>This is the
host we're here to trust.

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<v Mike Rugnetta>Yeah. This is
also an episode in which I

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announce my retirement. Like to
apologize to the audience. I've

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said some things that I regret.

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<v Georgia Hampton>I'm listening.
I'm learning.

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<v Mike Rugnetta>No. I'd like to
make it clear. I'm not learning.

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I'm just I'm just leaning. Hans
Buto, never post senior

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producer.

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<v Hans Buetow>This is I'm holding
it up. The mug that I drank

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coffee out of. So

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<v Mike Rugnetta>10:12. Ten head.
Okay. Georgia Hampton, never

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post producer. Not applicable
tea.

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<v Georgia Hampton>Oh. You could
not be more wrong. You could not

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be more wrong. Not only do I
drink coffee, I only drink black

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coffee.

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<v Mike Rugnetta>Okay.

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<v Georgia Hampton>I'd say a safe,
like, eight ounces. But, oh, I

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drink coffee.

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<v Mike Rugnetta>Oh, that's right,
folks.

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<v Georgia Hampton>Oh, that's
yeah. I don't mean to brag.

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<v Jason Oberholtzer>And finally,
Mike Rickenetta, host of the

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podcast who apparently knows
nothing about any of us.

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<v Georgia Hampton>Yes. It's been
now We're in the third year.

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<v Mike Rugnetta>Years. I pretty
much always drink iced coffee in

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the morning, and I think that I
probably had about 16 ounces of

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iced coffee this morning.

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<v Hans Buetow>I think you're the
winner.

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<v Mike Rugnetta>So yeah. And I'm
your host, Mike Rugnetta. The

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four of us here make up the
secret cabal that own and run

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the show. We build this pod with
our bare hands from shiny

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trinkets that we find on the
sidewalk. And you may be saying

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at this point, hold on.

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<v Georgia Hampton>Wait a second.

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<v Mike Rugnetta>Eagle eared
listeners may know this.

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<v Georgia Hampton>Who the hell
was that?

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<v Mike Rugnetta>You did one of
these last year, and only three

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<v Jason Oberholtzer>of you were
here.

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<v Mike Rugnetta>And now there's
four of you.

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<v Jason Oberholtzer>And we hate
change.

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<v Hans Buetow>So prepare for an
episode full of change. Yes.

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<v Mike Rugnetta>Everybody strap
in. Get get your favorite stuffy

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and Yeah. Hunk it down under
that blanket.

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<v Hans Buetow>Get your own mug.

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<v Mike Rugnetta>The big update
that we have to share right up

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top is that Producer Georgia has
been made a full partner of the

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show. So welcome, Producer
Georgia.

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<v Hans Buetow>Woo hoo.

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<v Georgia Hampton>Speech. Speech.
Speech. The haters tried to

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sabotage me.

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<v Jason Oberholtzer>They did.

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<v Georgia Hampton>They said a
girl like me could never be a

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partner of a podcast.

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<v Jason Oberholtzer>Name them.

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<v Georgia Hampton>I unveil a long
scroll. And now I'm in. And I'm

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changing all the passwords.

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<v Mike Rugnetta>Actually, what
what Georgia says is is

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relatively true. There is an
amount of truth to that. Some of

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you may wonder, wait. Wasn't
Georgia already a partner? What

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is the difference between then
and now and so on and so forth?

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To which our most humble reply
is, this upload is already going

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to be boring enough. Yeah. The
most honest answer that we can

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give is that this means Georgia
will be able to log in to

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slightly more That's so true.

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<v Georgia Hampton>As a little
girl, I was dreaming of logging

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in to more websites.

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<v Mike Rugnetta>Of pushing the
transcribe button Yes. And then

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waiting a few seconds.

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<v Hans Buetow>Alright. That's
enough celebrating. Happy

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birthday to us. Let's be jolly.
We made another year.

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We made in this year. Let's
appreciate ourselves for a

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moment. It's just the four of
us. Jason's gonna have the

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hardest time with this. Let's
let's account for what we did

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this past year.

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In 2025, we made forty one and a
half hours of livestream

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content. Wow. We published 27
newsletters. We published 26

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full episodes. We published nine
sideshow episodes of three

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different shows, eight bonus and
mailbag episodes, three

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collaborations with other shows,
two T shirts, one distribution

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deal with Radiotopia, and zero,
count them, zero social media

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posts.

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Yeah.

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<v Mike Rugnetta>There are I go
and I check the never post blue

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sky every once in

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<v Georgia Hampton>a while. Once
in a while. And our most recent

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reply is from someone being
like, I love that you've

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committed to this bit, and you

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<v Mike Rugnetta>haven't posted
it. You haven't posted anything

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since before the show
technically existed.

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<v Georgia Hampton>And that's real
dedication. Yeah. It's in the

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name. It's in

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<v Hans Buetow>the name. So how
does it feel, everybody? How

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let's talk our feelings about
this. How does that you know,

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like, broad sense, how do you
feel about what we did in 2025?

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<v Mike Rugnetta>Good. I mean, the
show is an incredible amount of

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work. So like, I look at '26
episodes and I'm like, really?

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Only 26? And then I'm like, if I
made if I made more than that, I

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would have died.

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<v Jason Oberholtzer>Yes. Yeah.
When you really string it out, I

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guess we made a lot of things.

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<v Georgia Hampton>Did we do

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<v Hans Buetow>we do folks feel
like we were able to tell the

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kinds of stories that we wanted
to and cover this type of stuff

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that we were looking to and that
we had goals to do?

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<v Mike Rugnetta>Can I give like
the my most earnest answer to

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this?

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<v Georgia Hampton>We're talking
about our feelings, Mike.

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<v Jason Oberholtzer>Yeah. Yeah.

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<v Mike Rugnetta>No. But, like,
that's okay. Yeah. You know,

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like, I think I I just I feel
like I can imagine all of the

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things that I wanted to do, and
I got to maybe a small

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percentage of them. Yeah.

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Yeah. I can imagine, like, you
know, even things that we did

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release, like, what more we
could have done with some of

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those things and what what else
sort of like we had to leave on

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the table just because of how
much time we have to make the

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show, the resources that we
have. And, like, the stuff that

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we put out is great, but I just
can't not also think about,

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like,

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<v Georgia Hampton>oh, if only we
could've if only we could've

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Yeah.

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<v Mike Rugnetta>Which is just
like the nature of making

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something, but it's it's good
because it's motivating. Right?

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<v Georgia Hampton>Totally.

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<v Mike Rugnetta>Like, we know I
know we can do it. You just take

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that lesson forward to the next
thing and hopefully hit all of

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those marks for future stuff.

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<v Hans Buetow>Yeah.

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<v Georgia Hampton>Yeah. I totally
agree.

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<v Hans Buetow>But did we have
fun?

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<v Mike Rugnetta>Oh, god. Yeah.
Absolutely.

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<v Hans Buetow>Yeah.
Unquestionable. Yes.

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<v Georgia Hampton>I would never
allow us.

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<v Mike Rugnetta>Georgia's putting
on the clown makeup. Oh, she's

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putting on the clown makeup
right now.

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<v Georgia Hampton>Clown makeup
has been on.

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<v Jason Oberholtzer>This is fun.
I

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<v Georgia Hampton>love fun as we
all know. We had fun.

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<v Jason Oberholtzer>There are
segments in the pile for each of

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us that have been on the pile
for the entire year that I wish

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we had been able to do that we
still will do at some point, but

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that is also the nature of it.
Like prioritization becomes such

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a task. There are so many good
things that I know how they're

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going to be made when they are
able to be made, and I look

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forward to them.

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<v Hans Buetow>I had a lot of fun
making content and making

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stories and hanging out with you
as a crew. I think the thing

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that was the biggest addition
this year was developing and

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getting closer to the audience.
I felt so good getting to do our

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streams, getting to know the
chat a little bit more, getting

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to field more questions in
mailbags. It's one of the

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reasons that I was excited to do
this show is to be a little bit

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closer to you all, and that
feels like it's happening more

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and more, and that to me is a
lot of fun. So that's been

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really gratifying, and I

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<v Georgia Hampton>hope to do more
of that.

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<v Mike Rugnetta>This raises a a
question that we did not discuss

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before beforehand. So I'm sorry
if this is ambushing everybody.

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Do we think we're gonna do
another survey?

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<v Hans Buetow>Let's do a survey
of the audience. Do you want us

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to know more about you and do a
survey?

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<v Georgia Hampton>Do you do

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<v Mike Rugnetta>you want us to
want to know more about you?

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Fill out fill out this survey to
determine if we'll do a survey.

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<v Georgia Hampton>It'll be in the
newsletter. Don't worry about

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it.

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<v Hans Buetow>Well, I think it's
a good teaser forward, Mike, to

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what we're gonna announce
because there are some changes

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coming that we're gonna talk
about later in the in the

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episode, and I think I would
like some feedback. I would like

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to know more about what people
think of them. And, yeah, I

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think it's appropriate for us
maybe sometime this year to do

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another survey to get feedback
from folks in a more specific

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way. Yeah. So one of our goals
in 2025 was definitely to do

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more of the show, as we call it,
on purpose.

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Doing the show on purpose. It's
a thing we talked about at this

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episode last year was how we
sometimes were successful at

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doing it on purpose, but not as
often as we think we should be

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or want to be. And so my
question for you is, you three,

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is did we do the show more on
purpose in 2025, which was our

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goal?

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<v Mike Rugnetta>Yes. I think so.
Indeed. I think that we could

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still do it even more on
purpose. Mhmm.

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But I think we did a better job
this year than we did last year.

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00:10:23.670 --> 00:10:26.230
Yeah. Yeah. So just for the
audience, like, let's talk a

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little bit about maybe what that
feels like. Like, when we're not

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doing the show on purpose, what
that means is that we're, like,

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just trying to get things in as
quickly as possible so that

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they're in so that we can
publish a show.

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And that's not to say that those
things don't have we don't have

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standards for those things or
that we don't want them to be

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good. It just means that we get
to be slightly less intentional

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about those things because we
don't have the time or

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resources. And doing the show on
purpose means, like, we are able

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to work with intention, and we
are able to put something out

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and be like, this might not have
everything we wanted in it, but

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it's got everything in it that
we knew we could fit in the time

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frame we had to work on it.
Yeah. And so when it's when it's

241
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when you were when we're not
working on purpose, things go

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out and we may really like those
things, but we might like them

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kind of like in spite of how
they came together.

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Mhmm. Or we might sort of be
relying on luck a little bit

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00:11:25.785 --> 00:11:27.305
more than we would like to.

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<v Georgia Hampton>Big time.

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<v Mike Rugnetta>Yeah. And so the
idea is that we are we are

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always, even when we are
strapped for time or resources,

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trying to work with as much
intention as we can.

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<v Georgia Hampton>And I think we
did a good job of that this

251
00:11:37.750 --> 00:11:39.830
year. I think there's always
room for improvement, but I

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definitely think it was an
improvement.

253
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<v Hans Buetow>Yeah.

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<v Mike Rugnetta>Yeah. I do
honestly think a part of that is

255
00:11:44.230 --> 00:11:47.750
that the show was put into an
existential crisis because of

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the loss of our client work, but
the loss of our client work does

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00:11:50.655 --> 00:11:53.855
allow us to work with more
intention because we are not

258
00:11:53.935 --> 00:11:57.055
saddled with tons of client
work.

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<v Jason Oberholtzer>Mhmm. I

260
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<v Hans Buetow>think that's a
really good transition for us,

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00:12:00.415 --> 00:12:04.840
Mike, because let's talk a
little bit about the details of

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00:12:04.840 --> 00:12:09.080
what all this means. Feelings
are great, but what's the what's

263
00:12:09.080 --> 00:12:13.080
the brass tacks here? So let's
talk those dirty details and

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00:12:13.080 --> 00:12:17.080
what those details mean for the
future of the show. And spoiler

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00:12:17.080 --> 00:12:19.405
on this, There's changes that
come in.

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<v Georgia Hampton>Mhmm. But
first, there's ads that come in.

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00:12:26.605 --> 00:12:31.085
<v Jason Oberholtzer>Welcome back.
Thank you for participating in

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00:12:31.085 --> 00:12:35.480
the very numbers I'm about to
talk about. We don't

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<v Mike Rugnetta>wanna say that
our audience is nothing but a

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00:12:37.480 --> 00:12:40.520
number to us, but you are
definitely at least part, in

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part, a number We, to

272
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<v Jason Oberholtzer>by the
numbers, I think had a good year

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00:12:45.640 --> 00:12:48.065
last year, and I can prove it
because that's what you use

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00:12:48.065 --> 00:12:52.705
numbers to do. First off, how
many people listen to this show?

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00:12:52.865 --> 00:12:59.025
Great question. We believe that
we had 226,000 total listens

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last year. Now why do I say we
believe?

277
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Because this is podcast metrics
and literally anything is

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00:13:05.360 --> 00:13:09.200
possible. You have to know this
about podcasting. Every number

279
00:13:09.200 --> 00:13:14.185
is a lie. Yep. And yet, this is
the number we're going with.

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00:13:14.425 --> 00:13:16.905
<v Hans Buetow>There's also the
added caveat this year that

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00:13:16.905 --> 00:13:20.505
because we switched to
Radiotopia in March, we had to

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00:13:20.505 --> 00:13:25.465
switch platforms that we publish
on, which means our numbers

283
00:13:25.710 --> 00:13:28.830
metrics change because everybody
measures just slightly

284
00:13:28.830 --> 00:13:32.910
differently, and we're not sure,
like, during that period of

285
00:13:32.910 --> 00:13:36.110
transition, how many are
duplicated or not duplicated. So

286
00:13:36.110 --> 00:13:38.990
we did some really what we think
is the best math to get this,

287
00:13:38.990 --> 00:13:41.645
but, you know, it's it's always
a question mark for us. We take

288
00:13:41.645 --> 00:13:47.165
it roughly. Know that this is
about 226,000 listens in 2025.

289
00:13:47.325 --> 00:13:50.285
<v Jason Oberholtzer>So how does
226,000 listeners stack up to

290
00:13:50.285 --> 00:13:57.620
our first year, 2,024? Well,
that is 9,000 more listeners

291
00:13:57.620 --> 00:13:58.980
than the preceding year.

292
00:13:59.060 --> 00:14:02.180
<v Mike Rugnetta>So like nine nine
thousand more individual

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00:14:02.180 --> 00:14:02.980
downloads.

294
00:14:02.980 --> 00:14:06.975
<v Jason Oberholtzer>Yes. Yes. And
I think that that number is a

295
00:14:06.975 --> 00:14:10.815
lot better than it initially
looks and I will tell you why

296
00:14:11.375 --> 00:14:12.255
later.

297
00:14:12.415 --> 00:14:13.375
<v Georgia Hampton>Okay. Alright.
Yeah.

298
00:14:13.375 --> 00:14:14.255
<v Mike Rugnetta>So tell me why.

299
00:14:14.255 --> 00:14:16.575
<v Jason Oberholtzer>But for now,
know that we had more listens

300
00:14:16.575 --> 00:14:18.095
this year. We grew a little bit.

301
00:14:18.095 --> 00:14:20.015
<v Mike Rugnetta>Yeah. I wanna
have grown more but I'm excited

302
00:14:20.015 --> 00:14:22.310
to hear why I should shut my
mouth. Yeah.

303
00:14:24.070 --> 00:14:26.230
<v Jason Oberholtzer>Shut your
mouth and get me that coffee.

304
00:14:27.510 --> 00:14:30.070
One other thing that people who
listened to this state of the

305
00:14:30.070 --> 00:14:33.430
podcast last year might recall
is that we have an incredibly

306
00:14:33.430 --> 00:14:37.315
large amount of international
listeners. And this year, that

307
00:14:37.315 --> 00:14:43.635
only became more true. 35% of
the IP addresses we can track as

308
00:14:43.635 --> 00:14:48.675
listeners are international,
which is 5% more than last year.

309
00:14:48.675 --> 00:14:49.620
<v Mike Rugnetta>Yeah. That's
okay,

310
00:14:49.620 --> 00:14:50.580
<v Jason Oberholtzer>that seems
crazy.

311
00:14:50.580 --> 00:14:52.340
<v Georgia Hampton>Right? Been
wild to me.

312
00:14:52.340 --> 00:14:54.100
<v Jason Oberholtzer>I love this
especially because one of our

313
00:14:54.100 --> 00:14:57.380
initial concerns going into this
is that we'd not be too American

314
00:14:57.380 --> 00:15:01.060
centric when we talk about the
Internet and try to acknowledge

315
00:15:01.060 --> 00:15:05.225
that it is a global service. And
I think this hopefully points to

316
00:15:05.225 --> 00:15:07.545
some success in that regard.

317
00:15:07.625 --> 00:15:10.025
<v Hans Buetow>Yeah. And we have
some cool episodes coming up

318
00:15:10.025 --> 00:15:12.825
that are from international
spaces talking about the

319
00:15:12.825 --> 00:15:15.145
Internet in a couple of
different places that are really

320
00:15:15.145 --> 00:15:19.710
exciting. So Yeah. You know, we
hope that this makes everybody,

321
00:15:19.790 --> 00:15:22.110
that 35% of you who are not in
The United States, feel very

322
00:15:22.110 --> 00:15:24.030
included. I mean, apparently you
are because you're listening,

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00:15:24.030 --> 00:15:24.990
and we really appreciate that.

324
00:15:24.990 --> 00:15:25.950
It's very exciting.

325
00:15:26.030 --> 00:15:29.550
<v Jason Oberholtzer>We really do.
Hans, do you have the list of

326
00:15:29.870 --> 00:15:32.190
countries that listen to us the
most handy?

327
00:15:32.575 --> 00:15:36.175
<v Mike Rugnetta>One imagines it's
the it's the top four, like,

328
00:15:36.175 --> 00:15:40.015
English speaking. So it's gonna
be Us, Canada, The UK, and

329
00:15:40.015 --> 00:15:43.855
Australia followed, I would
guess, maybe a Brazil or a

330
00:15:43.855 --> 00:15:44.335
Germany.

331
00:15:44.335 --> 00:15:47.840
<v Hans Buetow>You're you're very,
very close. But there's a couple

332
00:15:47.840 --> 00:15:50.080
of those that are out of order.
So, of course, United States is

333
00:15:50.080 --> 00:15:51.600
first by 65%.

334
00:15:51.600 --> 00:15:52.640
<v Mike Rugnetta>Yeah. Fair
margin. Yeah.

335
00:15:52.640 --> 00:15:55.760
<v Hans Buetow>Yes. Then Canada,
yes, our dear neighbors to the

336
00:15:55.760 --> 00:16:00.595
north. United Kingdom, nailed
it, then Germany. That's right.

337
00:16:00.595 --> 00:16:02.435
<v Mike Rugnetta>So that was the
thing that we discussed most

338
00:16:02.435 --> 00:16:02.835
recently.

339
00:16:02.835 --> 00:16:06.035
<v Hans Buetow>Yep. More Germans
by almost double from

340
00:16:06.035 --> 00:16:08.035
Australians who were the next
one after that.

341
00:16:08.115 --> 00:16:08.675
<v Jason Oberholtzer>Who are

342
00:16:08.675 --> 00:16:11.955
<v Hans Buetow>then double again
from The Netherlands. And you

343
00:16:11.955 --> 00:16:12.835
know who beat Brazil?

344
00:16:13.040 --> 00:16:14.160
<v Jason Oberholtzer>Xi Jinping.

345
00:16:16.160 --> 00:16:18.160
<v Hans Buetow>Jinping
specifically. Just himself

346
00:16:18.160 --> 00:16:19.280
listened to our

347
00:16:19.280 --> 00:16:20.080
<v Jason Oberholtzer>show Okay.

348
00:16:20.320 --> 00:16:23.280
<v Georgia Hampton>Thousands and
thousands of times. Huge fan.

349
00:16:23.680 --> 00:16:24.160
No.

350
00:16:25.760 --> 00:16:30.445
<v Hans Buetow>Jason's favorite
fan country. What? Wait. France.

351
00:16:30.925 --> 00:16:31.965
<v Jason Oberholtzer>No way.

352
00:16:31.965 --> 00:16:34.205
<v Mike Rugnetta>Beat Brazil? Beat
Brazil.

353
00:16:34.205 --> 00:16:36.205
<v Jason Oberholtzer>I've been
wrong this whole time, France.

354
00:16:36.525 --> 00:16:40.205
Soccer blue. My favorite country
in the world, France. You did

355
00:16:40.205 --> 00:16:41.200
it. You're back.

356
00:16:41.200 --> 00:16:44.000
I just had to give you a little
bit of tough love for the whole

357
00:16:44.000 --> 00:16:47.040
calendar year because last year
you weren't listening and this

358
00:16:47.040 --> 00:16:50.480
is what this is what they like.
They like a little bit of the

359
00:16:50.480 --> 00:16:51.440
harshness.

360
00:16:51.600 --> 00:16:54.455
<v Georgia Hampton>Through reverse
psychology, by next year, we

361
00:16:54.455 --> 00:16:56.935
will be the number one podcast
in France.

362
00:16:56.935 --> 00:16:59.575
<v Jason Oberholtzer>Yes. That's
right. Should double down.

363
00:16:59.575 --> 00:17:02.935
Words. France, I'm still
disappointed.

364
00:17:02.935 --> 00:17:06.215
Well, that's all very exciting.
Now let's break this number down

365
00:17:06.215 --> 00:17:11.060
a little bit more. So by our
best estimates, what our

366
00:17:11.060 --> 00:17:13.860
listenership number means is
that per episode, we get about

367
00:17:13.860 --> 00:17:18.580
four to 8,000 listeners on any
given normal drop, averaging out

368
00:17:18.580 --> 00:17:25.305
to, like, 6,600 listeners per
episode, which is a bit more

369
00:17:25.305 --> 00:17:28.345
than we were averaging out to
last year, certainly.

370
00:17:28.665 --> 00:17:31.385
<v Mike Rugnetta>I would say that
the if my memory serves, the

371
00:17:31.385 --> 00:17:37.785
increase in that number seems to
outpace the overall total

372
00:17:37.785 --> 00:17:39.625
listens, which seems strange.

373
00:17:39.920 --> 00:17:43.040
<v Hans Buetow>Yeah. I think we
did more bonus episodes this

374
00:17:43.040 --> 00:17:43.520
year.

375
00:17:43.600 --> 00:17:46.640
<v Jason Oberholtzer>Oh. Yeah.
Okay. And this is still not why

376
00:17:46.640 --> 00:17:52.080
I think that that 9,000 listener
gain we got over last year is a

377
00:17:52.080 --> 00:17:54.425
better number than you think it
is. Okay.

378
00:17:54.425 --> 00:17:56.345
And I still refuse to tell you.
Okay.

379
00:17:56.345 --> 00:17:57.945
<v Georgia Hampton>Exciting.
Exciting.

380
00:17:57.945 --> 00:17:59.865
<v Mike Rugnetta>Next up. Suspense
is increasing.

381
00:17:59.865 --> 00:18:02.825
<v Jason Oberholtzer>Our biggest
episodes for the year. In March,

382
00:18:03.225 --> 00:18:05.785
we released an episode called
the hardest thing to do is

383
00:18:05.785 --> 00:18:08.960
nothing, which was our biggest
downloaded episode because that

384
00:18:08.960 --> 00:18:12.560
is the first one we released
after announcing that we were

385
00:18:12.560 --> 00:18:14.160
partnering with Radiotopia.

386
00:18:14.320 --> 00:18:16.240
<v Mike Rugnetta>Hardest thing to
do is nothing was an episode

387
00:18:16.240 --> 00:18:19.360
where Georgia did the no buy
challenge.

388
00:18:19.360 --> 00:18:20.160
<v Georgia Hampton>I sure did.

389
00:18:20.695 --> 00:18:23.015
<v Mike Rugnetta>And I talked to
Mike Masnik about section two

390
00:18:23.015 --> 00:18:23.575
thirty.

391
00:18:23.575 --> 00:18:26.535
<v Hans Buetow>Yeah. Which is a
very always worth returning to.

392
00:18:26.535 --> 00:18:28.855
<v Jason Oberholtzer>Yeah. Our
second most listened to episode

393
00:18:29.015 --> 00:18:33.495
was Any Rigid Idea About
Yourself Is A Prison featuring

394
00:18:33.495 --> 00:18:36.930
friend of the show, host of the
unraveling podcast from the

395
00:18:36.930 --> 00:18:38.930
Brattleboro Retreat, Kurt White.

396
00:18:39.090 --> 00:18:41.170
<v Mike Rugnetta>And we had a
segment from a contributing

397
00:18:41.170 --> 00:18:44.690
producer that episode as well,
Young Naparc, about why LinkedIn

398
00:18:44.690 --> 00:18:50.050
is that way. Yeah. So yeah.
Sorry. Listen, we're trying to

399
00:18:50.050 --> 00:18:50.530
turn it off.

400
00:18:50.505 --> 00:18:52.025
We're trying to turn it off.

401
00:18:52.025 --> 00:18:54.745
<v Jason Oberholtzer>Our most
recent episode to have done

402
00:18:54.745 --> 00:18:59.305
bigger numbers than usually
expected is AI and new American

403
00:18:59.305 --> 00:19:02.505
fascism. Mhmm. So those are sort
of the bigger numbers about how

404
00:19:02.505 --> 00:19:05.145
our audience has grown over the
last year. I feel pretty great

405
00:19:05.145 --> 00:19:07.600
about all of this, honestly.
Here are some of the reasons

406
00:19:07.600 --> 00:19:10.640
that I feel extra good about
last year.

407
00:19:11.520 --> 00:19:16.080
The growth in our membership,
the people directly supporting

408
00:19:16.080 --> 00:19:19.600
us both as free members who are
getting our newsletters and

409
00:19:19.600 --> 00:19:22.160
staying abreast of all the
things we do and as paid members

410
00:19:22.285 --> 00:19:25.485
who are the reason we can make a
show at all, those numbers have

411
00:19:25.485 --> 00:19:33.405
gone up a lot this year. We have
an increase of a 135% year over

412
00:19:33.405 --> 00:19:38.860
year in membership and we now
have 889 members.

413
00:19:38.940 --> 00:19:41.580
<v Hans Buetow>Yeah. Unbelievable.
Oh my goodness.

414
00:19:41.580 --> 00:19:42.780
<v Jason Oberholtzer>Now if you
think about this, like, big

415
00:19:42.780 --> 00:19:46.380
number that we started with,
like, four to 8,000 listeners

416
00:19:46.380 --> 00:19:50.615
per episode about, and do the
math on what percentage of that

417
00:19:50.615 --> 00:19:55.655
889 people is, it's a big.

418
00:19:55.655 --> 00:19:57.095
<v Mike Rugnetta>It's big. Yeah.

419
00:19:57.095 --> 00:19:59.975
<v Jason Oberholtzer>Yeah. Yeah.
In fact, it is so big that we

420
00:19:59.975 --> 00:20:03.660
have been told we are over
indexing on loyalty, which is a

421
00:20:03.660 --> 00:20:08.300
cool business way to say that
you guys fucking rule. Yeah.

422
00:20:08.620 --> 00:20:11.660
<v Mike Rugnetta>We're in meetings
where people are like, people

423
00:20:12.460 --> 00:20:14.140
really like your show?

424
00:20:16.475 --> 00:20:18.715
<v Jason Oberholtzer>And to that
end, our membership increased by

425
00:20:18.715 --> 00:20:24.235
a 135, but our paying members
increased by 303%.

426
00:20:24.315 --> 00:20:24.875
<v Georgia Hampton>Yeah. They

427
00:20:24.875 --> 00:20:27.755
<v Hans Buetow>have 613

428
00:20:27.755 --> 00:20:31.410
<v Jason Oberholtzer>paying
members. Thank you. Incredible.

429
00:20:31.410 --> 00:20:32.130
<v Hans Buetow>Thank you.

430
00:20:32.210 --> 00:20:34.850
<v Mike Rugnetta>Literally, the
the reason the show exists.

431
00:20:34.850 --> 00:20:35.010
Yeah.

432
00:20:35.010 --> 00:20:35.570
<v Georgia Hampton>It's true.

433
00:20:35.570 --> 00:20:36.770
<v Jason Oberholtzer>Yeah. So what
did that all amount to

434
00:20:36.770 --> 00:20:40.450
financially? This is where take
out your calculators here. This

435
00:20:40.450 --> 00:20:45.625
is where we get down to hard
maths. Last year, we made

436
00:20:46.185 --> 00:20:49.465
$40,000 from members.

437
00:20:49.465 --> 00:20:56.830
To be exact, $40,111.52 from our
members. In addition, we made

438
00:20:56.830 --> 00:21:01.150
almost $4,000 from making t
shirts. Yay. And let me tell

439
00:21:01.150 --> 00:21:04.750
you, this is just gross revenue.
So when I say we made that much

440
00:21:04.750 --> 00:21:08.350
money on t shirts, we made $0 on
t Yeah.

441
00:21:10.115 --> 00:21:11.075
<v Mike Rugnetta>If we also, like,

442
00:21:11.075 --> 00:21:13.075
<v Georgia Hampton>if we include
Jason's time in fulfillment, I

443
00:21:13.075 --> 00:21:15.395
think we probably lost money.
Yeah. Yeah.

444
00:21:15.875 --> 00:21:18.355
<v Jason Oberholtzer>Well as
paying two designers to make the

445
00:21:18.355 --> 00:21:21.315
t shirts, paying an amazing
printer to print them out.

446
00:21:21.315 --> 00:21:23.330
<v Hans Buetow>We look so good.

447
00:21:23.570 --> 00:21:24.050
<v Jason Oberholtzer>Yeah. Yeah.

448
00:21:24.050 --> 00:21:26.210
<v Mike Rugnetta>So I mean, they
are the best. They are some of

449
00:21:26.210 --> 00:21:28.450
the best shirts that I own.
They're so Yeah.

450
00:21:28.450 --> 00:21:30.610
<v Jason Oberholtzer>They're
amazing. And it's worth it. It's

451
00:21:30.610 --> 00:21:34.210
it was fun as hell and now we
get to wear these t shirts. So

452
00:21:34.210 --> 00:21:36.965
are we gonna do more t shirts in
the future even though they

453
00:21:36.965 --> 00:21:38.725
amounts to $0 at the end?

454
00:21:38.885 --> 00:21:40.805
<v Georgia Hampton>Absolutely.
Yeah. Definitely. For sure.

455
00:21:40.805 --> 00:21:44.165
<v Mike Rugnetta>Can I just
sidebar that my mom bought the

456
00:21:44.165 --> 00:21:47.685
punk design and she, like, wears
it out when she goes to, like,

457
00:21:47.685 --> 00:21:48.485
her pottery studio?

458
00:21:50.380 --> 00:21:50.940
<v Georgia Hampton>Yes.

459
00:21:51.900 --> 00:21:53.340
<v Hans Buetow>I love it.

460
00:21:53.340 --> 00:21:55.500
<v Georgia Hampton>Does your mom
need a shirt for the pottery

461
00:21:55.500 --> 00:21:59.260
studio? Come to never post.

462
00:21:59.260 --> 00:22:00.780
<v Jason Oberholtzer>And one last
note on the t shirts.

463
00:22:00.780 --> 00:22:05.895
International t shirt desirers,
they're on their way. We had to

464
00:22:05.895 --> 00:22:06.855
figure it out.

465
00:22:06.935 --> 00:22:09.255
<v Mike Rugnetta>I think yeah. We
basically just don't want them

466
00:22:09.255 --> 00:22:11.895
to show up and then to also have
them show up with someone

467
00:22:11.895 --> 00:22:13.815
requesting lots of money from
you.

468
00:22:13.815 --> 00:22:17.600
<v Jason Oberholtzer>Yes. So are
on their way. I promise. And

469
00:22:17.600 --> 00:22:24.880
then the final piece of the pie
here, $7,500 in ad revenue. So

470
00:22:24.880 --> 00:22:28.800
altogether, that means that we
made for this year, gross

471
00:22:28.800 --> 00:22:35.755
revenue, $51,594.79.

472
00:22:35.915 --> 00:22:36.315
Oh.

473
00:22:36.315 --> 00:22:37.515
<v Mike Rugnetta>That's pretty
good. That's not nothing.

474
00:22:37.515 --> 00:22:39.675
<v Hans Buetow>That's not nothing.
It's a big improvement. Big

475
00:22:39.675 --> 00:22:41.115
improvement on 2024.

476
00:22:41.115 --> 00:22:43.035
<v Jason Oberholtzer>Right. It is
a big improvement over 2024

477
00:22:43.035 --> 00:22:48.190
because in 2024, the only money
we made was from our dear

478
00:22:48.190 --> 00:22:51.630
founding members who showed up
for the first year for us. And

479
00:22:51.630 --> 00:22:56.190
across the whole membership
base, made $14,000 and some

480
00:22:56.190 --> 00:22:58.270
change there. So we have added

481
00:23:01.945 --> 00:23:04.025
<v Mike Rugnetta>Go ahead and just
do that in your head right now.

482
00:23:07.465 --> 00:23:09.785
<v Jason Oberholtzer>37 ish
thousand dollars.

483
00:23:10.425 --> 00:23:11.800
<v Mike Rugnetta>Thought we're
gonna have to turn you off and

484
00:23:11.800 --> 00:23:12.200
on again.

485
00:23:12.200 --> 00:23:14.200
<v Georgia Hampton>Hans, you're
gonna cut the, like, twenty

486
00:23:14.200 --> 00:23:16.760
minutes that that took for Jason
to do the math. Right?

487
00:23:16.760 --> 00:23:17.240
<v Mike Rugnetta>Yeah. Yeah.

488
00:23:17.240 --> 00:23:20.200
<v Hans Buetow>Yeah. I'll I'll
drastically re breathe the

489
00:23:20.200 --> 00:23:21.160
entire time.

490
00:23:21.160 --> 00:23:23.735
<v Georgia Hampton>It was really
intense. He was crying. It was

491
00:23:23.735 --> 00:23:25.255
pretty rough. Wow.

492
00:23:26.135 --> 00:23:29.335
<v Jason Oberholtzer>We're all
doing our best. So where did

493
00:23:29.335 --> 00:23:32.455
that money go to? That money
went to contributing producers

494
00:23:32.455 --> 00:23:35.175
like it always does. We had some
great contributing producers

495
00:23:35.175 --> 00:23:38.430
this year. Tori Dominguez Peak,
of course, delivering more

496
00:23:38.430 --> 00:23:39.230
amazing segments.

497
00:23:39.230 --> 00:23:42.430
Yagna Park in the
aforementioned, why is LinkedIn

498
00:23:42.430 --> 00:23:46.190
like that segment? Melissa
Locker who talked about Oasis

499
00:23:46.190 --> 00:23:50.430
fan clubs with us and friend of
the show, Meagal Jenardin

500
00:23:50.430 --> 00:23:54.345
talking about her own struggles
with attention. So we had

501
00:23:54.345 --> 00:23:58.425
brilliant contributor pieces, we
made t shirts,

502
00:23:59.305 --> 00:24:00.105
<v Georgia Hampton>and

503
00:24:02.105 --> 00:24:05.305
<v Jason Oberholtzer>we maintained
all of the softwares as a

504
00:24:05.305 --> 00:24:08.345
service that we know and love so
much. All of our hosting and

505
00:24:08.345 --> 00:24:11.600
production tools, everything we
have to subscribe to.

506
00:24:11.760 --> 00:24:14.080
<v Hans Buetow>We need to make
sure we have lots of logins for

507
00:24:14.080 --> 00:24:14.720
Georgia.

508
00:24:14.800 --> 00:24:15.360
<v Mike Rugnetta>Yes. It's

509
00:24:15.360 --> 00:24:19.200
<v Georgia Hampton>true. I need to
be able to log in.

510
00:24:19.920 --> 00:24:21.520
<v Jason Oberholtzer>And then
finally what we did is we

511
00:24:21.520 --> 00:24:25.680
basically refilled the coffers
off of the ad dollars we had

512
00:24:25.445 --> 00:24:28.165
spent in 2024.

513
00:24:28.245 --> 00:24:30.245
<v Mike Rugnetta>Yeah. That's what
I was gonna ask, Jason. My

514
00:24:30.245 --> 00:24:32.805
impression is that also a fair
amount of this went towards

515
00:24:32.805 --> 00:24:37.205
recouping charts and leisure's
costs over the first year, which

516
00:24:37.205 --> 00:24:40.165
were, let's say, not
insignificant.

517
00:24:40.165 --> 00:24:40.325
<v Hans Buetow>Yeah.

518
00:24:41.160 --> 00:24:45.480
<v Jason Oberholtzer>So the first
year, we spent, I think, around

519
00:24:45.480 --> 00:24:51.800
$20,000 on ads. And we spent
probably as much on PR and other

520
00:24:51.800 --> 00:24:58.145
functions to launch the show.
Now think about this. This is

521
00:24:58.145 --> 00:25:01.985
where I reveal the prestige. Oh.

522
00:25:01.985 --> 00:25:08.225
If in 2024, we spent, let's call
it $40,000 of marketing budget

523
00:25:08.640 --> 00:25:19.120
to get 217,000 listens. And in
2025, we spent $0 to get 226,000

524
00:25:19.120 --> 00:25:25.095
listens. Does that 9,000
listener increase feel like a

525
00:25:25.095 --> 00:25:28.375
$40,000 worth of investment
increase?

526
00:25:29.735 --> 00:25:30.695
<v Mike Rugnetta>The prestige.

527
00:25:31.175 --> 00:25:32.135
<v Georgia Hampton>I see what
you're saying.

528
00:25:32.135 --> 00:25:34.055
<v Jason Oberholtzer>This is
really good because this is the

529
00:25:34.055 --> 00:25:38.150
year we did not market. We
established a relationship with

530
00:25:38.150 --> 00:25:39.110
Radiotopia.

531
00:25:39.110 --> 00:25:39.350
<v Georgia Hampton>They have

532
00:25:39.350 --> 00:25:41.350
<v Jason Oberholtzer>helped us
immeasurably on this. We have

533
00:25:41.750 --> 00:25:45.750
engaged our own listeners and
fans and supporters to help us

534
00:25:45.750 --> 00:25:49.670
get the word out. We have sent
out newsletters. We have

535
00:25:49.670 --> 00:25:53.025
collaborated with other
programs, but we have not spent

536
00:25:53.025 --> 00:25:56.785
any of this money in direct
marketing like we did last year

537
00:25:56.785 --> 00:26:01.105
on Pocket Cast and Overcast and
all the other casts that you

538
00:26:01.105 --> 00:26:04.145
could do this on, and yet we
have more listeners than last

539
00:26:04.145 --> 00:26:07.810
year. Entirely owned by the
things we made, not the money we

540
00:26:07.810 --> 00:26:08.610
sent out.

541
00:26:08.930 --> 00:26:12.050
So I think that is actually
incredible.

542
00:26:12.210 --> 00:26:14.530
<v Mike Rugnetta>That's organic
growth as you call it in the

543
00:26:14.530 --> 00:26:15.410
business. Yeah. Mhmm.

544
00:26:15.410 --> 00:26:18.290
<v Jason Oberholtzer>And that's
like a huge part of the runway

545
00:26:18.290 --> 00:26:22.185
of this show is can it persist
organically without that

546
00:26:22.185 --> 00:26:25.065
marketing budget engine pushing
on it? And this was the year we

547
00:26:25.065 --> 00:26:28.265
wanted to find out, and this is
the year I believe we found out

548
00:26:28.265 --> 00:26:30.585
that, yes, that this is where we
are.

549
00:26:30.585 --> 00:26:33.465
<v Hans Buetow>So Jason, to
summarize, 300% growth in

550
00:26:33.465 --> 00:26:33.785
members

551
00:26:34.025 --> 00:26:34.265
<v Jason Oberholtzer>Yes.

552
00:26:34.580 --> 00:26:37.060
<v Hans Buetow>Two big membership
drives, distribution deal. We

553
00:26:37.060 --> 00:26:41.460
didn't spend money on the things
on the marketing. We, you know,

554
00:26:41.460 --> 00:26:44.900
brought in more gross, all that
sort of stuff. Did we do it? Did

555
00:26:44.900 --> 00:26:45.700
we hit our big goal?

556
00:26:45.700 --> 00:26:49.620
Our financial goals that we had
set for 2025, which is to become

557
00:26:49.905 --> 00:26:50.945
self sustaining.

558
00:26:51.185 --> 00:26:55.505
<v Jason Oberholtzer>Everyone all
at once. One, two, three. No.

559
00:26:59.425 --> 00:27:01.905
<v Mike Rugnetta>I I will be the
outside voice. But hold on. You

560
00:27:02.065 --> 00:27:04.305
we made $50,000.

561
00:27:04.730 --> 00:27:05.530
<v Hans Buetow>Fantastic.

562
00:27:05.610 --> 00:27:07.290
<v Jason Oberholtzer>Yeah. Another
way to think about this is I

563
00:27:07.290 --> 00:27:12.890
think we have organically grown
to a size that is a fairly

564
00:27:12.890 --> 00:27:18.335
standard hobby podcast size for
a person or two. And for if you

565
00:27:18.335 --> 00:27:20.255
were making a podcast as a
person or two and you got to

566
00:27:20.255 --> 00:27:23.935
this size, in two years, you
would be thrilled and you would

567
00:27:23.935 --> 00:27:26.975
probably be able to devote
around half of your time to this

568
00:27:27.055 --> 00:27:30.760
and feel sufficiently
remunerated for that time. But

569
00:27:30.760 --> 00:27:33.640
our aspiration is to be
something larger and to be that

570
00:27:33.640 --> 00:27:37.160
we need to be the size of team
that we are. And we need to use

571
00:27:37.160 --> 00:27:41.400
the budget that we have to have
contributors come in and work

572
00:27:41.400 --> 00:27:44.120
with other producers and
maintain the relationships that

573
00:27:44.120 --> 00:27:44.440
we have.

574
00:27:44.565 --> 00:27:47.125
And so there's more we need to
do with this. Yeah. And so we

575
00:27:47.125 --> 00:27:51.045
need to figure out ways that our
listener base can also grow

576
00:27:51.045 --> 00:27:54.325
alongside us and support the
rest of the growth that we need

577
00:27:54.325 --> 00:27:57.445
to do. And yet, I think we
should acknowledge this is like

578
00:27:57.445 --> 00:28:01.800
a pretty incredible achievement
for a show no matter how many

579
00:28:01.800 --> 00:28:05.400
people go into the making of it,
that we have achieved a sense of

580
00:28:05.400 --> 00:28:10.440
stability at a reasonable size
for a audio program in a couple

581
00:28:10.440 --> 00:28:13.480
of the weirdest years to be an
independent audio program Yeah.

582
00:28:13.480 --> 00:28:14.200
There have ever been.

583
00:28:15.215 --> 00:28:18.575
<v Mike Rugnetta>So I think the
upshot in a lot of this is that

584
00:28:18.575 --> 00:28:21.855
while the show is growing and
we're feeling good about its

585
00:28:21.855 --> 00:28:25.215
growth, we're still not making
something that, like, barring

586
00:28:25.215 --> 00:28:29.775
various circumstances, we'll
definitely continue to be around

587
00:28:29.775 --> 00:28:33.780
for, you know, the next two to
five years. Like, we are

588
00:28:33.780 --> 00:28:36.020
constantly I mean, we have these
meetings. Like, we've had them

589
00:28:36.020 --> 00:28:39.140
as recently as a couple weeks
ago where it's like, are we

590
00:28:39.140 --> 00:28:42.980
going to keep making the show?
And we all continually agree,

591
00:28:42.980 --> 00:28:46.975
like, yes. It's hard, but we
will continue to make the show.

592
00:28:47.295 --> 00:28:51.935
And so, you know, in looking
forward to the next year, we're

593
00:28:51.935 --> 00:28:56.975
looking at 2026 to 2027. Like,
what do we need? And, like, in

594
00:28:56.975 --> 00:28:59.810
one sense, the answer is really
simple. We just need more money,

595
00:28:59.810 --> 00:29:02.130
more supporters, more members,
more listeners, like, more of

596
00:29:02.130 --> 00:29:05.410
everything. And, like, if we
don't get those things, like,

597
00:29:05.410 --> 00:29:06.850
does the show still exist?

598
00:29:07.170 --> 00:29:11.490
And that's just as much a
question now as it has been for

599
00:29:11.490 --> 00:29:16.505
all of the show's existence.
There's nothing in our rate of

600
00:29:16.505 --> 00:29:19.385
growth or our circumstances at
the moment that let us say,

601
00:29:19.385 --> 00:29:22.505
like, yeah, we're definitely
like, we're crushing it. We're

602
00:29:22.505 --> 00:29:26.585
not going anywhere. This is easy
to do. And, like, we are

603
00:29:26.585 --> 00:29:28.585
definitely gonna be able to keep
doing it indefinitely.

604
00:29:30.090 --> 00:29:33.690
You know? I think in a lot of
ways, that puts us in a similar

605
00:29:33.690 --> 00:29:37.450
boat to probably a lot of things
online that you like and listen

606
00:29:37.450 --> 00:29:41.930
to and watch and enjoy. It's a
time that's really, especially

607
00:29:41.930 --> 00:29:45.405
in media, defined by precarity.

608
00:29:45.405 --> 00:29:49.085
<v Jason Oberholtzer>Yeah. Mhmm.
Yeah. It is wild how net how

609
00:29:49.085 --> 00:29:53.965
many of the imprimatures of
success we have walked through

610
00:29:53.965 --> 00:29:58.410
and then the the material
returns on them.

611
00:29:58.410 --> 00:30:00.330
<v Mike Rugnetta>I have friends I
have friends who are like, oh my

612
00:30:00.330 --> 00:30:03.210
god. How's the show going? It
seems like it's doing really

613
00:30:03.210 --> 00:30:07.130
well. And and I get to be like,
well, we've won a bunch of

614
00:30:07.130 --> 00:30:07.610
awards.

615
00:30:09.525 --> 00:30:10.805
<v Hans Buetow>We have a good
time.

616
00:30:10.805 --> 00:30:13.125
<v Jason Oberholtzer>Yeah. Which,

617
00:30:13.125 --> 00:30:14.885
<v Mike Rugnetta>like, I don't
wanna seem ingrateful

618
00:30:15.045 --> 00:30:15.205
<v Hans Buetow>Yeah.

619
00:30:15.285 --> 00:30:19.125
<v Mike Rugnetta>For the awards. I
love the awards. Love the

620
00:30:19.125 --> 00:30:19.845
recognition.

621
00:30:19.845 --> 00:30:21.285
<v Jason Oberholtzer>Yeah. Yeah.
This is the environment right

622
00:30:21.285 --> 00:30:24.085
now where, like, you can win a
lot of awards. You can have a

623
00:30:24.280 --> 00:30:27.720
wonderful dedicated audience.
You can make a show that you

624
00:30:27.720 --> 00:30:32.600
love and that people respond to,
and it is still not enough.

625
00:30:32.920 --> 00:30:35.800
<v Georgia Hampton>And A Webby
doesn't pay your rent.

626
00:30:36.040 --> 00:30:38.200
<v Mike Rugnetta>As a matter of
fact, a Webby costs you money.

627
00:30:38.200 --> 00:30:38.360
Yeah.

628
00:30:38.360 --> 00:30:40.395
<v Georgia Hampton>It actually
super does.

629
00:30:40.555 --> 00:30:44.875
<v Jason Oberholtzer>Yeah. And so
we we should, and I am grateful

630
00:30:44.875 --> 00:30:48.235
for all of the the luck and the
good breaks and everything else

631
00:30:48.235 --> 00:30:51.995
that we have had so far. And,
like, if anything at Omi

632
00:30:51.995 --> 00:30:57.540
furthers my sense of, like,
solidarity and despair at how

633
00:30:57.540 --> 00:30:59.780
difficult it is to be making
anything right now for

634
00:30:59.780 --> 00:31:01.220
everybody. For real. Yeah.

635
00:31:01.220 --> 00:31:03.300
If we had done all of these
things ten years ago, we would

636
00:31:03.300 --> 00:31:08.660
not be worried. And I'm sorry
everyone's worried out there,

637
00:31:09.405 --> 00:31:11.165
but I am too. So

638
00:31:11.965 --> 00:31:14.445
<v Mike Rugnetta>speaking of,
like, the people who listen to

639
00:31:14.445 --> 00:31:18.445
their show and their habits and
what they're interested in, you

640
00:31:18.445 --> 00:31:22.520
two, Jason and Hans, were in a
really interesting meeting with

641
00:31:22.520 --> 00:31:25.560
the, like, audience and
analytics people at Radiotopia

642
00:31:25.560 --> 00:31:29.480
where they talked they, like,
really did some divining of the

643
00:31:29.480 --> 00:31:31.960
analytics and the numbers and
said some really interesting

644
00:31:31.960 --> 00:31:34.920
things. So I would like can you
guys share some of that with the

645
00:31:34.920 --> 00:31:35.240
audience?

646
00:31:35.705 --> 00:31:36.265
<v Georgia Hampton>Yeah. They

647
00:31:37.145 --> 00:31:40.585
<v Hans Buetow>with our need to
grow, helped us understand that

648
00:31:40.585 --> 00:31:44.905
we are not really growing at a
rate that we're talking about.

649
00:31:45.065 --> 00:31:49.465
And they said, like Jason said
earlier, we over index on loyal.

650
00:31:50.360 --> 00:31:56.200
So we have super duper
consistent numbers. You freaks

651
00:31:56.440 --> 00:32:00.040
love to download an episode when
it comes out.

652
00:32:01.000 --> 00:32:03.320
<v Mike Rugnetta>And we download
downloads. Oh, they would love

653
00:32:03.320 --> 00:32:05.000
to download those shit

654
00:32:05.000 --> 00:32:06.105
<v Hans Buetow>goes for
downloading.

655
00:32:06.105 --> 00:32:06.345
<v Georgia Hampton>The show

656
00:32:06.345 --> 00:32:08.505
<v Hans Buetow>is called never
post, not never download.

657
00:32:08.505 --> 00:32:12.345
<v Georgia Hampton>Always
download. And we love you for

658
00:32:12.505 --> 00:32:12.905
like, it

659
00:32:12.905 --> 00:32:15.625
<v Hans Buetow>is it's the reason
that we can have the membership

660
00:32:15.625 --> 00:32:17.785
numbers that we do is because
there's no No. Guild team in

661
00:32:18.745 --> 00:32:19.625
<v Georgia Hampton>It's the best.

662
00:32:20.830 --> 00:32:24.430
<v Hans Buetow>But we need that,
plus we need a bunch of other

663
00:32:24.430 --> 00:32:26.590
stuff that they told us we don't
have. One of the things that

664
00:32:26.590 --> 00:32:28.830
they said that we don't really
get, which really, really

665
00:32:28.830 --> 00:32:32.510
surprised them was any
meaningful back catalog

666
00:32:32.510 --> 00:32:36.045
listening. Mhmm. Which means no
one is going back and listening

667
00:32:36.045 --> 00:32:40.125
to stuff we have already done.
They're really just consuming

668
00:32:40.125 --> 00:32:44.525
the the right now of things, the
most recent episodes, despite us

669
00:32:44.765 --> 00:32:48.440
doing mostly evergreen content
that could be consumed kind of

670
00:32:48.440 --> 00:32:49.000
at any time.

671
00:32:49.000 --> 00:32:50.360
People are not going back to it.

672
00:32:50.360 --> 00:32:52.040
<v Mike Rugnetta>My impression
after you guys left that meeting

673
00:32:52.040 --> 00:32:56.680
and you described it to us was
that as weird as it is, the the

674
00:32:56.680 --> 00:33:01.800
degree to which it is weird that
people will seemingly the bulk

675
00:33:01.800 --> 00:33:08.095
of our audience will download
every episode when it's dropped.

676
00:33:08.575 --> 00:33:13.615
It is weird how little movement
there is in older episodes once

677
00:33:13.615 --> 00:33:14.495
they've dropped.

678
00:33:14.495 --> 00:33:14.735
<v Hans Buetow>Yeah.

679
00:33:15.140 --> 00:33:16.980
<v Jason Oberholtzer>I have a
theory about this behavior that

680
00:33:16.980 --> 00:33:21.700
I've been calling the New Yorker
theory of content consumption.

681
00:33:24.260 --> 00:33:25.460
<v Georgia Hampton>TM. TM.

682
00:33:25.460 --> 00:33:28.815
<v Jason Oberholtzer>Picture this.
A fresh New Yorker comes in the

683
00:33:28.815 --> 00:33:30.255
mail. Oh, boy.

684
00:33:32.175 --> 00:33:34.095
<v Georgia Hampton>Could you
squeal with glee?

685
00:33:34.175 --> 00:33:37.535
<v Jason Oberholtzer>I'm gonna
open that bad boy up, and I sure

686
00:33:37.535 --> 00:33:41.310
do. And I sit down at my couch,
and I open up my coffee table,

687
00:33:41.310 --> 00:33:43.070
and I start reading to that New
Yorker.

688
00:33:43.070 --> 00:33:45.150
<v Georgia Hampton>Open up coffee
table.

689
00:33:48.350 --> 00:33:49.070
<v Hans Buetow>Jason. This

690
00:33:49.070 --> 00:33:49.630
<v Jason Oberholtzer>is why you

691
00:33:49.630 --> 00:33:49.950
<v Georgia Hampton>have trouble.

692
00:33:50.030 --> 00:33:52.750
<v Jason Oberholtzer>Where I keep
my readers, and I take my

693
00:33:52.750 --> 00:33:55.795
reading glasses out of the
coffee table, put them on my

694
00:33:55.795 --> 00:34:01.875
face, and then I open up New
Yorker the magazine. And I start

695
00:34:01.875 --> 00:34:04.355
reading and boy, I'm having a
good time. And then I get up

696
00:34:04.355 --> 00:34:06.835
there, oh, the first big story
is about to start. I get a

697
00:34:06.835 --> 00:34:10.330
couple pages in and then, oh,
someone's calling me on my

698
00:34:10.330 --> 00:34:12.090
phone. I gotta talk to somebody.

699
00:34:12.890 --> 00:34:15.770
It's Mike and he wants to talk
about esoteric noise music.

700
00:34:15.770 --> 00:34:20.970
Well, there it goes the day. And
the New Yorker sits there on my

701
00:34:20.970 --> 00:34:23.290
coffee table, which I haven't
even shut.

702
00:34:26.105 --> 00:34:28.105
<v Hans Buetow>You've got the best
of intentions, you wanna return.

703
00:34:28.105 --> 00:34:30.905
<v Jason Oberholtzer>I want you so
badly. But then it's almost

704
00:34:30.905 --> 00:34:33.145
dinner time, I gotta make
dinner. So next thing I

705
00:34:33.145 --> 00:34:35.385
<v Georgia Hampton>know I'm
calling again to talk

706
00:34:35.385 --> 00:34:36.025
<v Mike Rugnetta>about s

707
00:34:35.865 --> 00:34:37.990
<v Georgia Hampton>It's always
something. The music is only

708
00:34:37.990 --> 00:34:40.985
getting noisier and less
diatonic. More esoteric. S

709
00:34:43.190 --> 00:34:47.830
Chasing missed call list is just
me. It's just Mike every day.

710
00:34:48.950 --> 00:34:50.870
<v Jason Oberholtzer>Next thing
you know, a whole dang week has

711
00:34:50.870 --> 00:34:53.575
passed, and I'm finally getting
ready to sit down and finish

712
00:34:53.575 --> 00:34:57.255
that beautiful New Yorker
article and what's this? A knock

713
00:34:57.255 --> 00:35:03.335
at the door? It's my mailman. He
says, Jason, great news. And I

714
00:35:03.335 --> 00:35:04.455
say, yes, Paul.

715
00:35:04.800 --> 00:35:08.080
And he said, you're new New
Yorker. The magazine is here.

716
00:35:08.080 --> 00:35:12.320
And I said, goddamn it. I'm so
excited. And I rested out of his

717
00:35:12.320 --> 00:35:14.800
grubby little hands and slammed
the door on him.

718
00:35:14.960 --> 00:35:17.680
And I go back to my coffee
table, which I have to reopen.

719
00:35:19.735 --> 00:35:22.615
Put my readers on, and start
digging into my new New Yorker

720
00:35:22.615 --> 00:35:26.455
sitting right on top of the old
one, which I never even had the

721
00:35:26.455 --> 00:35:27.655
time to finish.

722
00:35:27.975 --> 00:35:29.895
<v Hans Buetow>So that was the
analogy that Jason came up with

723
00:35:29.895 --> 00:35:32.775
in this meeting, which I think
is actually pretty apt, but it

724
00:35:32.775 --> 00:35:36.540
was a really eye opening meeting
for us. They put a thank you,

725
00:35:36.540 --> 00:35:39.260
Radiotopia, for putting that
much work into really helping us

726
00:35:39.260 --> 00:35:43.180
understand the numbers that are
happening. But it got it start

727
00:35:43.260 --> 00:35:46.540
it kicked off this months long
conversation for us about we

728
00:35:46.540 --> 00:35:49.820
need to grow the show. We need
more folks. We need more money.

729
00:35:50.265 --> 00:35:54.745
We're having these specific
behaviors. How can we add to

730
00:35:54.745 --> 00:35:57.465
those specific behaviors with
the growth that we need?

731
00:35:57.465 --> 00:35:59.145
<v Mike Rugnetta>And actually, I
don't know that we mentioned it,

732
00:35:59.145 --> 00:36:03.010
but this is a very important
part of the puzzle. Audience, we

733
00:36:03.010 --> 00:36:06.210
love you. Yeah. We really,
really love you. We love that

734
00:36:06.210 --> 00:36:08.290
you listen to every episode.

735
00:36:08.290 --> 00:36:12.130
We love that you write in, that
you call us. You send us emails.

736
00:36:12.130 --> 00:36:15.250
You send us voicemails. Not a
one of you is finishing an

737
00:36:15.250 --> 00:36:15.570
episode.

738
00:36:17.145 --> 00:36:17.785
<v Hans Buetow>Did you how

739
00:36:17.785 --> 00:36:20.265
<v Mike Rugnetta>many of you know
that there's a poem at the end

740
00:36:20.265 --> 00:36:21.385
of every episode?

741
00:36:21.625 --> 00:36:24.265
<v Georgia Hampton>And there yeah.
There has been every time.

742
00:36:25.945 --> 00:36:28.505
<v Mike Rugnetta>So and we say
that that is not again, like,

743
00:36:28.505 --> 00:36:32.630
that's not a judgment. That's a
note for us. Yep. Right? And I'd

744
00:36:32.630 --> 00:36:34.870
say this sort of half joking,
like, yes, there are a bunch of

745
00:36:34.870 --> 00:36:37.110
you that actually do listen to a
100% of every episode.

746
00:36:37.110 --> 00:36:39.910
But percentage wise, of the
number of people who start an

747
00:36:39.910 --> 00:36:44.165
episode, who download it, which
is huge, the number of people

748
00:36:44.165 --> 00:36:47.365
who are listening through to the
end of, let's say, the second

749
00:36:47.365 --> 00:36:51.925
segment, if we do a set if we do
two segments, is relatively low.

750
00:36:51.925 --> 00:36:54.805
And so that's a problem that we
need to solve. That is a problem

751
00:36:54.805 --> 00:36:58.085
with, as far as we see it, the
design of the format of the

752
00:36:58.085 --> 00:36:58.245
show.

753
00:36:58.870 --> 00:37:01.750
<v Hans Buetow>So we made some
decisions.

754
00:37:02.310 --> 00:37:02.710
<v Georgia Hampton>Mhmm.

755
00:37:02.710 --> 00:37:05.430
<v Hans Buetow>We are gonna change
things.

756
00:37:05.670 --> 00:37:07.590
<v Jason Oberholtzer>We're buying
the New Yorker.

757
00:37:08.950 --> 00:37:11.910
<v Georgia Hampton>Is that New
Yorker the magazine, Jason?

758
00:37:12.150 --> 00:37:15.735
<v Jason Oberholtzer>I just need
40,000 more dollars, and I think

759
00:37:15.735 --> 00:37:17.015
they're gonna say yes.

760
00:37:17.415 --> 00:37:20.855
<v Georgia Hampton>How much could
New Yorker cost the entire

761
00:37:20.855 --> 00:37:23.415
company? So when we come back,

762
00:37:23.415 --> 00:37:26.055
<v Hans Buetow>let's talk about
it. Our plan for 2026, the stuff

763
00:37:26.055 --> 00:37:28.215
that you can expect to shift,
the stuff you can expect to stay

764
00:37:28.215 --> 00:37:30.590
the same, and how it all
relates.

765
00:37:36.350 --> 00:37:39.310
<v Mike Rugnetta>Alright. We're
back. So I think the headline

766
00:37:39.310 --> 00:37:44.085
here is that I think we're just
gonna be doing more of what the

767
00:37:44.085 --> 00:37:48.085
show already has been doing over
the last couple months. More.

768
00:37:48.085 --> 00:37:48.405
More.

769
00:37:48.405 --> 00:37:53.125
More. The Like, we're not we're
not actually going to change too

770
00:37:53.125 --> 00:37:57.190
much. We are just going to
acknowledge in a more official

771
00:37:57.190 --> 00:38:01.190
capacity what it seems like has
been working over the last

772
00:38:01.190 --> 00:38:06.390
quarter of a year. And that
means essentially uploading more

773
00:38:06.390 --> 00:38:10.575
things that are just a segment
and sometimes even just a

774
00:38:10.575 --> 00:38:16.335
segment with no news. And so
we're just gonna do more of that

775
00:38:16.335 --> 00:38:19.535
because based upon our analytics
and based upon the feedback that

776
00:38:19.535 --> 00:38:22.175
we've been getting, it feels
like that's what people want.

777
00:38:22.550 --> 00:38:25.830
People get excited when there's
a new Neverpost upload that

778
00:38:25.830 --> 00:38:29.910
shows up in their feed. They we
we get, like, all kinds of

779
00:38:29.910 --> 00:38:32.950
emails and notes from people
being like, I love the show. If

780
00:38:32.950 --> 00:38:36.710
a new Neverpost shows up, I will
stop a podcast that I'm

781
00:38:36.710 --> 00:38:40.325
currently listening to in order
to listen to it, which is just

782
00:38:40.325 --> 00:38:43.765
like I mean, that's a massive
compliment. And so we just are

783
00:38:43.765 --> 00:38:47.605
gonna increase the frequency
with which that's done. That

784
00:38:47.605 --> 00:38:52.570
means overall that uploads will
be shorter, but there's gonna be

785
00:38:52.570 --> 00:38:53.450
more of them.

786
00:38:53.770 --> 00:38:57.690
Does that mean news is going
away? No. News I mean, we'll

787
00:38:57.690 --> 00:39:00.330
see. We're gonna be testing this
out over the next couple months

788
00:39:00.410 --> 00:39:03.050
to see, like, what works, but
the plan right now is that there

789
00:39:03.050 --> 00:39:09.605
will be one news episode per
month at least, possibly two,

790
00:39:09.925 --> 00:39:13.445
and that between those, you're
gonna get other uploads that are

791
00:39:13.445 --> 00:39:15.125
just classic segments.

792
00:39:15.780 --> 00:39:18.500
<v Hans Buetow>And I think this is
gonna be really good for folks

793
00:39:18.500 --> 00:39:21.380
because it addresses another
problem that we had, which we

794
00:39:21.380 --> 00:39:24.180
actually demonstrated earlier in
this episode. When Jason was

795
00:39:24.180 --> 00:39:27.780
listing off the most popular
episodes of the year, all four

796
00:39:27.780 --> 00:39:31.675
of us had to go to the feed to
figure out what was on each of

797
00:39:31.675 --> 00:39:34.635
those episodes because we can't
even remember what we've

798
00:39:34.635 --> 00:39:37.195
published in any individual
episode, which means the

799
00:39:37.195 --> 00:39:39.595
discoverability is not high. We
think this is gonna make it much

800
00:39:39.595 --> 00:39:44.360
easier for you to find, share,
and remember where your favorite

801
00:39:44.360 --> 00:39:48.280
episodes are so that you can get
back to them more easily, and

802
00:39:48.280 --> 00:39:51.880
they become more useful in the
back catalog. But but Hans

803
00:39:52.360 --> 00:39:55.445
<v Mike Rugnetta>Yes. Yes, Mike.
That's only true for episodes

804
00:39:55.445 --> 00:40:01.045
going forward. Right? What about
what about episodes from the

805
00:40:01.045 --> 00:40:04.405
back catalog that our audience
may have missed?

806
00:40:04.485 --> 00:40:05.685
What a good question.

807
00:40:06.870 --> 00:40:10.390
<v Jason Oberholtzer>Wait a
second. What's that? Is there a

808
00:40:10.390 --> 00:40:13.590
knock at my door? Let me go get
it.

809
00:40:13.590 --> 00:40:14.310
<v Georgia Hampton>Paul's gotta

810
00:40:14.470 --> 00:40:18.710
<v Jason Oberholtzer>go. Paul's
demanding to know what you're

811
00:40:18.710 --> 00:40:19.350
gonna say next.

812
00:40:20.075 --> 00:40:22.075
<v Hans Buetow>Boy, Jason, if only
we had an answer to that

813
00:40:22.075 --> 00:40:22.875
question. What do think?

814
00:40:22.875 --> 00:40:24.795
<v Georgia Hampton>Paul, calm
down. I'm I'm I'm getting right

815
00:40:24.795 --> 00:40:26.555
to it. He's waving the gun
around.

816
00:40:26.555 --> 00:40:30.955
<v Jason Oberholtzer>Baby, please
listen to me, Paul. So what

817
00:40:30.955 --> 00:40:34.990
we're gonna do, Paul, calm down,
is we are going to release old

818
00:40:34.990 --> 00:40:38.910
segments from the past two years
that have heretofore lived in

819
00:40:38.910 --> 00:40:41.470
the middle of a full never post
episode behind a bunch of

820
00:40:41.470 --> 00:40:44.510
minutes of news between
interstitials next to another

821
00:40:44.510 --> 00:40:48.190
segment, between that poem no
one bothers to stick around and

822
00:40:48.190 --> 00:40:53.705
listen to. Paul, calm down.
We're gonna bring them back in a

823
00:40:53.705 --> 00:40:56.505
timely fashion as they make
sense to the events of the day

824
00:40:56.505 --> 00:40:58.425
and as they feel good to bring
back. But we're gonna bring them

825
00:40:58.425 --> 00:41:02.185
back on their own, so they are
discoverable and shareable and

826
00:41:02.185 --> 00:41:04.600
you can actually instead of
saying like, oh, yeah.

827
00:41:04.600 --> 00:41:07.240
I heard that in this great Never
Post episode a couple months

828
00:41:07.240 --> 00:41:11.640
ago, that is some oblique title,
and I'm not sure exactly where

829
00:41:11.640 --> 00:41:13.960
it is in that. You can just say,
oh, yeah. It's about this, and

830
00:41:13.960 --> 00:41:14.840
it's called this, and

831
00:41:15.000 --> 00:41:15.720
<v Hans Buetow>Here's a link.

832
00:41:15.720 --> 00:41:16.040
<v Mike Rugnetta>A link.

833
00:41:16.040 --> 00:41:16.360
<v Georgia Hampton>Yep.

834
00:41:16.455 --> 00:41:19.095
<v Mike Rugnetta>Right. There is
no reason for any of you to

835
00:41:19.095 --> 00:41:22.535
remember that Yungna Park's
segment about Yep. LinkedIn is

836
00:41:22.535 --> 00:41:26.375
in the episode that is titled
Any Rigid Idea About Yourself Is

837
00:41:26.375 --> 00:41:29.990
A Prison. Yep. Titled so for
Kurt's segment.

838
00:41:29.990 --> 00:41:33.030
Yep. I and since we've been
thinking about making this

839
00:41:33.030 --> 00:41:37.350
change, I've talked to a number
of friends who make podcasts

840
00:41:37.350 --> 00:41:40.950
that are in segments. Like,
there's a sort of thing that

841
00:41:40.950 --> 00:41:43.750
they do, and they do multiple of
that thing per show. And I'm

842
00:41:43.750 --> 00:41:47.205
like, how do you solve the
titling and the metadata problem

843
00:41:47.205 --> 00:41:50.885
of, like, you know, you've got
something buried in the middle

844
00:41:50.885 --> 00:41:52.965
of an episode. You can only do
one title.

845
00:41:52.965 --> 00:41:55.285
How do you make it clear to
people who are looking for it

846
00:41:55.285 --> 00:41:57.870
later where it is? And every
single one of them was like, I

847
00:41:57.870 --> 00:41:59.710
don't we don't know. We have no
we have

848
00:42:00.830 --> 00:42:01.950
<v Georgia Hampton>no clue. Yeah.

849
00:42:01.950 --> 00:42:04.430
<v Mike Rugnetta>So it turns out
it turns out the right answer is

850
00:42:04.430 --> 00:42:07.310
maybe the simplest answer, which
is everything should just be

851
00:42:07.310 --> 00:42:13.315
uploaded by itself. Yeah. Yeah.
However so we all really love

852
00:42:13.395 --> 00:42:18.275
the Neverpost format of, like,
the magazine show. Mhmm.

853
00:42:18.275 --> 00:42:21.555
You've got the intro, the news,
a segment, the interstitials,

854
00:42:21.555 --> 00:42:23.795
like, this sort of, like,
packaged up thing.

855
00:42:24.140 --> 00:42:26.380
<v Hans Buetow>And clearly, the
people who listen also love it.

856
00:42:26.380 --> 00:42:27.180
Also love So,

857
00:42:27.900 --> 00:42:31.100
<v Mike Rugnetta>Jason, is that
going to go away completely?

858
00:42:31.340 --> 00:42:34.700
<v Jason Oberholtzer>No. It is not
gonna go away completely. Here's

859
00:42:34.700 --> 00:42:37.855
another thing we learned from
the analytics. You love the

860
00:42:37.855 --> 00:42:41.215
news. You get falloffs every
time we transition to a new

861
00:42:41.215 --> 00:42:43.455
segment because that's just
natural listening behavior.

862
00:42:43.455 --> 00:42:44.495
We give you an opportunity

863
00:42:44.495 --> 00:42:45.535
<v Georgia Hampton>to put your
phone down and take

864
00:42:45.535 --> 00:42:47.535
<v Jason Oberholtzer>a break and
you do. But everyone likes the

865
00:42:47.535 --> 00:42:50.430
news. Everyone listens to it and
you download and listen to the

866
00:42:50.430 --> 00:42:53.070
show within moments of it coming
out. So there's something about

867
00:42:53.070 --> 00:42:56.590
the timeliness and the newsiness
of it is helpful. And we wanna

868
00:42:56.590 --> 00:42:59.870
preserve that and still give you
news episodes, not just

869
00:42:59.870 --> 00:43:01.710
disembodied segments all the
time.

870
00:43:02.430 --> 00:43:06.315
And those are the moments where
I think we are going to push

871
00:43:06.315 --> 00:43:10.875
into exploring more of the
classic Never format and some so

872
00:43:10.875 --> 00:43:13.675
if you think about, like, an
episode coming out at the end of

873
00:43:13.675 --> 00:43:16.155
a month that's going to dive
into what has happened to that

874
00:43:16.155 --> 00:43:20.430
month, I think that's largely
going to feel like Neverpost has

875
00:43:20.430 --> 00:43:23.150
always felt. We are going to try
to stretch and explore and

876
00:43:23.150 --> 00:43:25.950
figure out the most interesting
way to provide something that is

877
00:43:25.950 --> 00:43:29.630
newsy and relevant and
encapsulates the feeling of what

878
00:43:29.630 --> 00:43:34.235
a month has felt like for all of
us, and it's going to give you

879
00:43:34.235 --> 00:43:38.155
all of the magazine feel that we
also love about this format and

880
00:43:38.155 --> 00:43:41.195
we don't want to give up just
because we're releasing segments

881
00:43:41.195 --> 00:43:44.635
on their own so you can also
find them. We're gonna try to

882
00:43:44.635 --> 00:43:47.780
have our cake and eat it too.
Oh, Paul is losing his mind.

883
00:43:47.780 --> 00:43:48.740
He's so happy about this.

884
00:43:48.740 --> 00:43:51.860
Paul, stop crying. I know,
buddy. We had a plan the whole

885
00:43:51.860 --> 00:43:52.260
time.

886
00:43:52.260 --> 00:43:53.700
<v Georgia Hampton>So some

887
00:43:53.700 --> 00:43:56.020
<v Mike Rugnetta>of that original
never post flavor will persist.

888
00:43:56.180 --> 00:43:59.220
And I think that this is, like I
think if you think about what

889
00:43:59.220 --> 00:44:03.755
we've been doing over the last
few months, like Hans's

890
00:44:03.755 --> 00:44:08.555
Minneapolis episode, Meigle's
attention episode, which, like,

891
00:44:08.555 --> 00:44:12.795
really was just like a double
wide single Yeah. Exploring a

892
00:44:12.795 --> 00:44:15.995
single thought. Yeah. Like,
we've been uploading more things

893
00:44:16.830 --> 00:44:18.990
that are just themselves.

894
00:44:19.230 --> 00:44:19.470
<v Jason Oberholtzer>Mhmm.

895
00:44:19.470 --> 00:44:22.750
<v Mike Rugnetta>Uploads have a
single identity as opposed to

896
00:44:23.070 --> 00:44:27.870
being this kind of multivalent,
multipart thing where where a

897
00:44:27.870 --> 00:44:32.145
theme might be oblique or not
clear or even nonexistent. And

898
00:44:32.145 --> 00:44:36.625
the response has been either
positive or nonexistent, which

899
00:44:36.625 --> 00:44:39.825
is another way to say positive.
Right? Like, when you change

900
00:44:39.825 --> 00:44:41.745
something and no one in the
audience is like, wait. What the

901
00:44:41.745 --> 00:44:42.465
fuck are you doing?

902
00:44:42.465 --> 00:44:45.425
Stop it. That's good. Right?
That means that it seems like a

903
00:44:45.425 --> 00:44:48.170
natural evolution of the show.
So think we're just gonna lean

904
00:44:48.170 --> 00:44:50.890
into what we've been doing so
far.

905
00:44:50.970 --> 00:44:54.330
Just try to do it as we talked
about earlier, more on purpose.

906
00:44:54.330 --> 00:44:56.250
<v Jason Oberholtzer>Yeah. And I
think another thing that's going

907
00:44:56.250 --> 00:44:59.945
to help with intentionality
there is that in conversations,

908
00:44:59.945 --> 00:45:02.505
we're starting to treat the
whole feed as if the whole feed

909
00:45:02.505 --> 00:45:05.465
were the magazine rather than
every episode being the magazine

910
00:45:05.465 --> 00:45:08.825
we're releasing. Yep. In some
ways, like, the flexibility of

911
00:45:08.825 --> 00:45:11.785
any given release in the format
that we've created for this is,

912
00:45:11.785 --> 00:45:14.105
like, really freeing and allows
us to do everything, but it's

913
00:45:14.105 --> 00:45:18.160
also constricting and that you
need to pack all of your ideas

914
00:45:18.160 --> 00:45:21.600
into the same container every
time we release. And the further

915
00:45:21.600 --> 00:45:24.560
we're stretching through that,
the more I'm starting to see,

916
00:45:24.560 --> 00:45:27.920
like, a lot of open space in how
we can fill the feed in new and

917
00:45:27.920 --> 00:45:28.720
surprising ways

918
00:45:28.880 --> 00:45:29.120
<v Mike Rugnetta>Yep.

919
00:45:29.200 --> 00:45:31.285
<v Jason Oberholtzer>And continue
to make the feed feel more like

920
00:45:31.285 --> 00:45:34.885
every single episode drop. And
that's getting me really excited

921
00:45:34.885 --> 00:45:36.645
to figure out how to program
next year.

922
00:45:36.645 --> 00:45:40.085
<v Hans Buetow>Yeah. Surprise
episodes, strangely sized

923
00:45:40.085 --> 00:45:45.010
episodes, oddly comprised
episodes. Just prepare. It's

924
00:45:45.010 --> 00:45:46.930
gonna we're gonna have a fun
time this year.

925
00:45:47.250 --> 00:45:49.810
<v Mike Rugnetta>And speaking of
which, Georgia, do you wanna

926
00:45:49.810 --> 00:45:52.130
talk to us a little bit about
streaming?

927
00:45:53.170 --> 00:45:58.925
<v Georgia Hampton>Why, yes. So we
did do, as we previously said,

928
00:45:58.925 --> 00:46:03.165
over what was it? Forty hours
Yeah. Of livestreaming.

929
00:46:03.165 --> 00:46:07.005
<v Mike Rugnetta>Which I think if
if memory serves, we are gonna

930
00:46:07.005 --> 00:46:10.925
do a numb another stream week
later this year.

931
00:46:10.925 --> 00:46:11.245
<v Georgia Hampton>That is

932
00:46:11.245 --> 00:46:12.285
<v Mike Rugnetta>on the books.
Okay.

933
00:46:13.040 --> 00:46:15.040
<v Georgia Hampton>Far as we know,
that is happening again.

934
00:46:15.040 --> 00:46:17.040
<v Hans Buetow>Yeah. Was more than
half of that forty hours. Yeah.

935
00:46:17.040 --> 00:46:17.280
Yeah.

936
00:46:17.280 --> 00:46:19.440
<v Georgia Hampton>Yeah. Oh, big
oh, I I'm sure it was.

937
00:46:19.440 --> 00:46:20.720
<v Mike Rugnetta>But between now
and then.

938
00:46:20.720 --> 00:46:22.480
<v Georgia Hampton>But between now
and then, we're going to be

939
00:46:22.480 --> 00:46:27.135
doing quite a lot more streaming
on our Twitch channel,

940
00:46:27.135 --> 00:46:35.135
twitch.tv/theneverpost. We are
also going to lean a lot harder

941
00:46:35.375 --> 00:46:39.535
on making streaming content for
you and make a lot more of

942
00:46:39.535 --> 00:46:39.695
<v Hans Buetow>it,

943
00:46:40.410 --> 00:46:44.570
<v Georgia Hampton>which includes
a monthly stream of our

944
00:46:44.570 --> 00:46:48.090
editorial meeting that we have
every Monday, where we pitch

945
00:46:48.090 --> 00:46:51.850
ideas, we bring in ideas from
other people, and we are going

946
00:46:51.850 --> 00:46:56.085
to do that live for you, where
you can be in the audience and

947
00:46:56.085 --> 00:47:01.685
see how the Never Post Sausage
is made and also contribute to

948
00:47:02.325 --> 00:47:06.645
how segments get put together in
a lot of different ways. That

949
00:47:06.645 --> 00:47:09.810
was extremely instrumental when
I was making that episode about

950
00:47:09.810 --> 00:47:11.730
witchcraft and anti witches.

951
00:47:11.730 --> 00:47:13.650
<v Jason Oberholtzer>Yeah. Like,
we have already done this and it

952
00:47:13.650 --> 00:47:16.370
has ruled. Like, we get great
sources and ideas from people

953
00:47:16.370 --> 00:47:18.850
and it validates the things
we're trying to see if they're

954
00:47:18.850 --> 00:47:23.315
sticky or not. These are so fun
and so valuable to do.

955
00:47:23.475 --> 00:47:25.955
<v Hans Buetow>But aren't there
four Mondays in a month? Maybe

956
00:47:25.955 --> 00:47:26.595
five?

957
00:47:26.675 --> 00:47:30.995
<v Georgia Hampton>Why, yes, there
are, Hans. But I have wonderful

958
00:47:30.995 --> 00:47:36.460
news for you about the remaining
Mondays where Wait, Paul's here

959
00:47:36.460 --> 00:47:41.420
now. Paul, how did he get to
Minneapolis? Oh, god. He's on

960
00:47:41.420 --> 00:47:42.300
the way to me.

961
00:47:43.980 --> 00:47:49.105
But, yes. So on other Mondays
throughout the month, we will

962
00:47:49.105 --> 00:47:53.345
also be live streaming other
things like teen chats, maybe

963
00:47:53.345 --> 00:47:56.705
some gaming. Definitely some
gaming.

964
00:47:56.785 --> 00:47:59.425
<v Mike Rugnetta>Georgia,
certified professional gamer

965
00:47:59.425 --> 00:47:59.985
girl.

966
00:47:59.985 --> 00:48:03.800
<v Georgia Hampton>Yes. It's
finally happening to me. Yeah. I

967
00:48:03.800 --> 00:48:06.120
got the call once in a
generation.

968
00:48:07.240 --> 00:48:11.640
<v Jason Oberholtzer>So Mondays is
gonna be the big day. 11:30

969
00:48:11.640 --> 00:48:14.520
eastern on Mondays. That's when
the editorial call will be once

970
00:48:14.520 --> 00:48:17.480
a month. And other Mondays, we
will have other programming for

971
00:48:17.480 --> 00:48:19.855
you there. Sometimes the gaming
will probably be in the

972
00:48:19.855 --> 00:48:21.215
evenings, but we'll let you
know.

973
00:48:21.215 --> 00:48:24.095
Just hang out. We'll figure it
out together. And once again,

974
00:48:24.095 --> 00:48:29.455
that is twitch.tv/theneverpost.
Hang out with us there. So one

975
00:48:29.455 --> 00:48:34.110
of the things I know we're gonna
be doing on Mondays at 11:30 on

976
00:48:34.110 --> 00:48:37.950
some Monday on 11:30 is we are
going to be having live

977
00:48:37.950 --> 00:48:42.750
recordings of the team chats,
little monthly yap fests which

978
00:48:42.750 --> 00:48:45.470
we are going to release for the
members.

979
00:48:46.135 --> 00:48:49.815
As part of our membership
benefits, we are gonna be doing

980
00:48:49.815 --> 00:48:52.695
a monthly team chat. And if you
wanna watch us record that live,

981
00:48:52.695 --> 00:48:55.895
you can come to twitch.tv/ then
ever post and watch us, or you

982
00:48:55.895 --> 00:48:59.430
can become a member and listen
to the edited output of that

983
00:48:59.430 --> 00:49:03.350
coming out once a month and
starring friend of the show and

984
00:49:03.350 --> 00:49:05.430
yapping extraordinaire, Meaghel
Janardin.

985
00:49:05.510 --> 00:49:07.750
<v Mike Rugnetta>Okay. This gets
us, I think, into the last thing

986
00:49:07.750 --> 00:49:09.910
that we wanted to talk about,
which is maybe one of the more

987
00:49:09.910 --> 00:49:12.870
important things, which is, is
anything gonna change for

988
00:49:12.870 --> 00:49:16.185
members? And the answer is yes.
I mean, you know, things are

989
00:49:16.185 --> 00:49:20.025
gonna change insofar as the show
itself is changing. Your feed

990
00:49:20.025 --> 00:49:26.825
will change in ways that I think
are will be easy to understand.

991
00:49:26.825 --> 00:49:30.820
Like, you're gonna get the same
parceled out uploads that

992
00:49:30.820 --> 00:49:34.180
everybody else gets. But you're
also going to get, as Jason

993
00:49:34.180 --> 00:49:37.620
said, these members only
Yapfests. There's essentially,

994
00:49:37.620 --> 00:49:41.060
like, an extra chat show now
that's gonna come out every once

995
00:49:41.060 --> 00:49:45.645
in a while that's just for
members. But Hans, do you wanna

996
00:49:45.645 --> 00:49:49.245
talk about the other member feed
changes that are gonna occur?

997
00:49:49.405 --> 00:49:52.205
<v Hans Buetow>Absolutely. Because
what we're gonna do is condense

998
00:49:52.205 --> 00:49:55.965
things down into one feed. Right
now, it says on every episode in

999
00:49:55.965 --> 00:49:58.310
the show notes, subscribe,
become a member, and you get

1000
00:49:58.310 --> 00:50:00.310
access to all of our different
feeds. Well, those feeds are

1001
00:50:00.310 --> 00:50:02.950
gonna become one feed, so it's
easier for you. You don't have

1002
00:50:02.950 --> 00:50:05.830
to remember which ones you're
subscribed to, figure out, am I

1003
00:50:05.830 --> 00:50:07.830
do I have never watched or not
never watched, whatever?

1004
00:50:07.830 --> 00:50:11.205
Everything's just gonna go down
one feed, and frankly, we're not

1005
00:50:11.205 --> 00:50:14.965
gonna be feeding a whole lot
more down that feed. We are

1006
00:50:14.965 --> 00:50:18.325
gonna not be doing extended
interviews anymore. We just

1007
00:50:18.325 --> 00:50:21.045
don't get big numbers on them,
and we struggle to be able to

1008
00:50:21.045 --> 00:50:24.670
take the time to go produce them
considering all of the other

1009
00:50:24.670 --> 00:50:26.830
things for doing the regular
show. So we're just gonna let

1010
00:50:26.830 --> 00:50:30.590
those go. If this is a huge deal
breaker for you, let us know.

1011
00:50:31.070 --> 00:50:33.150
<v Mike Rugnetta>I have a feeling
it's not because the best

1012
00:50:33.150 --> 00:50:35.805
versions of those interviews
always just end up in the

1013
00:50:35.805 --> 00:50:36.685
segment. The puzzle

1014
00:50:36.685 --> 00:50:39.405
<v Georgia Hampton>is kind of like
punishing the members. Like,

1015
00:50:39.405 --> 00:50:42.525
here's the version that isn't as
good.

1016
00:50:42.525 --> 00:50:42.765
<v Jason Oberholtzer>Do you

1017
00:50:42.765 --> 00:50:43.965
<v Georgia Hampton>wanna pay us to
listen to

1018
00:50:43.965 --> 00:50:46.525
<v Mike Rugnetta>something that's,
like, maybe, like, 10% worse?

1019
00:50:48.190 --> 00:50:50.110
<v Hans Buetow>If yes, and you'll
cancel your membership because

1020
00:50:50.110 --> 00:50:52.590
<v Mike Rugnetta>of that, please
let us And we

1021
00:50:52.590 --> 00:50:55.070
<v Hans Buetow>can we can we'll
talk about that. But you're

1022
00:50:55.070 --> 00:50:57.630
gonna get a bunch of stuff. It's
gonna be much easier to access,

1023
00:50:57.950 --> 00:51:00.750
and it's gonna all funnel
through one feed. So you'll get

1024
00:51:00.750 --> 00:51:03.705
more details about that if
you're a member as we figure out

1025
00:51:03.705 --> 00:51:06.425
exactly the mechanics of how
that's gonna work.

1026
00:51:06.665 --> 00:51:10.505
<v Jason Oberholtzer>One feed, a
monthly Yapfest roundtable with

1027
00:51:10.505 --> 00:51:15.145
the crew, assorted oddities when
we make them, and ad free

1028
00:51:15.145 --> 00:51:18.600
episodes of everything we put
out. That's a pretty good feed.

1029
00:51:18.600 --> 00:51:20.040
That's a pretty good feed.

1030
00:51:20.040 --> 00:51:20.600
<v Hans Buetow>Alright. Great.

1031
00:51:20.600 --> 00:51:23.800
<v Mike Rugnetta>So Can I can I
put a what should be a survey

1032
00:51:23.800 --> 00:51:27.560
question to our audience? Sure.
I would love to know if there

1033
00:51:27.560 --> 00:51:32.120
are podcasts out there that have
member feeds that you love. I

1034
00:51:32.120 --> 00:51:33.160
would love to know what they
are.

1035
00:51:33.535 --> 00:51:36.015
<v Georgia Hampton>Yes. Yeah. That
would be so helpful.

1036
00:51:36.015 --> 00:51:37.935
<v Mike Rugnetta>Like, what
podcasts have something that is

1037
00:51:37.935 --> 00:51:41.615
forward facing where the member
content is something that you

1038
00:51:41.615 --> 00:51:45.055
think slaps and, like, is really
great, and it's all in one feed?

1039
00:51:45.055 --> 00:51:45.775
I would love to know.

1040
00:51:46.220 --> 00:51:49.500
<v Hans Buetow>So that's our plan.
2026. It's coming. It's here,

1041
00:51:49.980 --> 00:51:52.460
and we're gonna lean into all
the stuff that we learned from

1042
00:51:52.460 --> 00:51:57.500
2025 and continue to try to grow
the audience. We wanna spend

1043
00:51:57.500 --> 00:51:59.500
more time with you, our
audience.

1044
00:51:59.820 --> 00:52:02.565
We wanna grow the revenue,
obviously, because we need to

1045
00:52:02.565 --> 00:52:06.165
make this sustainable for all of
us to be able to spend the time,

1046
00:52:06.165 --> 00:52:10.005
which we love, doing this for
you, whom we love. We hope to

1047
00:52:10.005 --> 00:52:12.725
work with more contributors. We
hope to have more partnerships

1048
00:52:12.725 --> 00:52:18.040
externally. And crucially, we
hope to do even better this year

1049
00:52:18.040 --> 00:52:22.440
at making Neverpost on purpose.
Well said, Hans.

1050
00:52:22.440 --> 00:52:22.920
<v Jason Oberholtzer>Well said.

1051
00:52:22.920 --> 00:52:26.600
<v Hans Buetow>So this is all
gonna start in February. So

1052
00:52:26.600 --> 00:52:31.265
February 2, which is a Monday.
Tune yourselves in 11:30 eastern

1053
00:52:31.265 --> 00:52:34.545
time and come to watch us stream
our editorial meeting. And from

1054
00:52:34.545 --> 00:52:37.745
that point on, you will start to
notice differences in all of the

1055
00:52:37.745 --> 00:52:41.505
feeds. We may have a couple of
super secret fun tantalizing

1056
00:52:41.505 --> 00:52:46.040
things coming at you between now
and then, but that should be the

1057
00:52:46.040 --> 00:52:48.280
next thing you should expect
after this.

1058
00:52:48.520 --> 00:52:51.160
<v Jason Oberholtzer>And I do
wanna say again, thank you to

1059
00:52:51.160 --> 00:52:54.600
everybody for making this a
successful year, a year on the

1060
00:52:54.600 --> 00:52:58.120
path to sustainable growth. We
are still not there yet. I know

1061
00:52:58.120 --> 00:53:01.695
we say this so many times. Like,
every six months or so, we have

1062
00:53:01.695 --> 00:53:03.935
to say it again, but we are
still not there. This is a

1063
00:53:03.935 --> 00:53:04.815
meaningful step.

1064
00:53:04.815 --> 00:53:09.375
We have, gained some support
without having to spam marketing

1065
00:53:09.375 --> 00:53:11.375
dollars out there so that you
know we exist. Like, enough of

1066
00:53:11.375 --> 00:53:14.730
you know we exist. We are a real
show. And people can find us,

1067
00:53:14.730 --> 00:53:17.050
and we're trying to help more
people find us and help us grow

1068
00:53:17.050 --> 00:53:21.210
more. We still need to grow a
lot to be sustainable enough to

1069
00:53:21.210 --> 00:53:24.970
make this the amount of our jobs
that it is the amount of our

1070
00:53:24.970 --> 00:53:25.290
lives.

1071
00:53:25.905 --> 00:53:31.425
We all spend about 50% of our
work week on this show. And thus

1072
00:53:31.425 --> 00:53:34.385
far, we have not made money for
doing that. And this year, with

1073
00:53:34.385 --> 00:53:36.785
your contributions, we will be
able to split up some of that

1074
00:53:36.785 --> 00:53:39.780
money after it goes to hosting
and contributors and all the

1075
00:53:39.780 --> 00:53:42.180
other budgets it goes to to pay
ourselves a little to do this

1076
00:53:42.180 --> 00:53:44.020
and that is incredible. Thank

1077
00:53:44.020 --> 00:53:44.740
<v Mike Rugnetta>you. That's
really great.

1078
00:53:44.740 --> 00:53:47.940
<v Jason Oberholtzer>Like, this
huge step. It's not a lot for

1079
00:53:47.940 --> 00:53:50.900
us, but it is something. And
like coming from nothing to

1080
00:53:50.900 --> 00:53:54.020
something is like an
unbelievable step. So thank you

1081
00:53:54.020 --> 00:53:55.715
so much for that. Yeah.

1082
00:53:56.195 --> 00:53:59.315
And please continue to tell
people who you think would like

1083
00:53:59.315 --> 00:54:04.115
what we do that we exist because
we need to be at a new growth

1084
00:54:04.115 --> 00:54:07.395
stage when we do this same
report to you next year. We need

1085
00:54:07.395 --> 00:54:11.170
to be bigger. We need to be able
to take up more of our time with

1086
00:54:11.170 --> 00:54:14.770
this show and, I think that we
have a chance of getting there.

1087
00:54:14.770 --> 00:54:17.250
We're certainly closer than we
were last year. It's a long

1088
00:54:17.250 --> 00:54:17.810
process.

1089
00:54:17.810 --> 00:54:20.690
I know we all kind of thought
when we got into this, oh, shows

1090
00:54:20.690 --> 00:54:23.665
take about four years to
establish. It's one thing to

1091
00:54:23.665 --> 00:54:26.705
know that. It's another thing to
feel it and To live it. Do it

1092
00:54:26.705 --> 00:54:30.865
every day. But if we're about
halfway to getting this show to

1093
00:54:30.865 --> 00:54:33.585
where it's maybe sustainable,
that's amazing.

1094
00:54:33.585 --> 00:54:37.345
It feels possible, but there's a
lot more work to do. But But

1095
00:54:37.290 --> 00:54:40.810
it's been very satisfying work
thus far, and I have to thank

1096
00:54:40.810 --> 00:54:45.370
all of you for helping us make
this a reality and making this a

1097
00:54:45.370 --> 00:54:47.930
satisfying place to spend half
of our work weeks.

1098
00:54:48.170 --> 00:54:49.850
<v Mike Rugnetta>I think that's
really well said, Jason. And I

1099
00:54:49.850 --> 00:54:51.770
think the other thing that we
think about a lot when we do

1100
00:54:51.770 --> 00:54:54.585
these kinds of updates is that,
like, you know, Never Post is a

1101
00:54:54.585 --> 00:54:58.345
show foreign about the Internet,
and the show is is a part of the

1102
00:54:58.345 --> 00:55:02.265
Internet. And so this is also us
trying to take a look at what

1103
00:55:02.265 --> 00:55:06.390
it's like to make something now
and to try to do it in such a

1104
00:55:06.390 --> 00:55:09.350
way that isn't unhealthy and
doesn't drive the people who

1105
00:55:09.350 --> 00:55:14.310
make it insane and isn't
irresponsible to do. And that's

1106
00:55:14.310 --> 00:55:16.630
a real balancing act. It's hard.

1107
00:55:17.350 --> 00:55:19.270
We, like, have to make
sacrifices. We have to have,

1108
00:55:19.270 --> 00:55:22.365
like, tough conversations about,
like, what work we can shoulder

1109
00:55:22.365 --> 00:55:26.445
and not shoulder and what we can
do with the show over the next

1110
00:55:26.445 --> 00:55:30.445
year as it relates to, like, all
of our other work and, like, it

1111
00:55:30.445 --> 00:55:35.725
feels good and necessary for us
to share that with the audience.

1112
00:55:36.120 --> 00:55:39.800
And so I guess, you know, just
to echo what we've been saying

1113
00:55:39.800 --> 00:55:42.200
over and over again in this,
like, thank you everybody for

1114
00:55:42.200 --> 00:55:46.120
listening. Thank you for your
support. I know that these

1115
00:55:46.120 --> 00:55:50.360
uploads are maybe a little like
in the weeds and navel gazey,

1116
00:55:50.360 --> 00:55:53.345
but like, it's also like this is
what it's like.

1117
00:55:53.425 --> 00:55:58.465
Yeah. This is, you know, which I
hope also is just interesting. I

1118
00:55:58.465 --> 00:56:01.185
hope that you enjoy this for the
reasons that you enjoy the other

1119
00:56:01.185 --> 00:56:03.105
parts of the show because we
think of these things as being

1120
00:56:03.105 --> 00:56:06.560
very related. Definitely.
Alright.

1121
00:56:06.560 --> 00:56:11.840
We'll see you with an episode, a
much more normal Neverpost.

1122
00:56:11.840 --> 00:56:15.040
Well, you know, a Neverpost that
is like the Neverpost that

1123
00:56:15.040 --> 00:56:20.255
you've come to expect. Yes. In a
couple weeks. Okay.

1124
00:56:20.255 --> 00:56:20.655
Bye.

1125
00:56:20.655 --> 00:56:22.015
<v Georgia Hampton>Bye. Tell

1126
00:56:22.335 --> 00:56:23.055
<v Mike Rugnetta>your friends
about the show.