Ben Young

Ben Young (BWAGY) is a Kiwi entrepreneur and media thinker. His company, Nudge, helps brands understand how people are engaging with the creative and content that they put on the web. He’s always at the front line of thinking about channels and how platforms, marketing strategies, and quality intersect. We are happy to have him as a guest. - Colin (CJN) Ben here. Back in 2016 Amazon cut a big deal ($250 million) to secure the Top Gear team and launch a new show called The Grand Tour. With an eye towards growing subscribers (especially in the UK), the economics seemed favorable. Now at the end of their first deal they’re switching up the format of the show. That’s because after analyzing the video data, Amazon found that users preferred episodes where the guys took on a big challenge or adventure. In season one that meant crossing Mongolia or taking three old Maseratis around France, instead of the regular Top Gear format of in-studio guests and celebrity track races. They even launched a prototype episode (unknown to users) to test the theory (the RV Special of Season 3). Why is this interesting? We’ve heard that Netflix is data-driven, but that appears to be focused around topics, not formats. While Netflix is discovering fruitful areas and then trusting creators to deliver against them, Amazon appears to be using the data to actually dictate the creative direction. The question, of course, is to what effect? As a fan of The Grand Tour (and, before that, Top Gear), the specials are great, but the studio episodes help break things up. They offer insights into the personalities and expertise of James, Jeremy, and Richard, making the rest of the episodes more interesting. Without that balanced approach it’s hard for me to understand how you make the show work. (It’s also obviously hard for the show creators, because if they thought that was the best way to do things they would have made just specials in the first place.)Amazon obviously disagrees, which makes me wonder what metric they’re optimizing for (they’re not going to tell us). If it’s subscriber satisfaction, which they could measure by repeat viewership, or a weekly “number of hours of viewing” threshold, then I could see how specials bring new customers in and get them on to other Amazon shows. If it’s new subscribers, they can see what shows people watch on their free trial and extrapolate that to conversions. For example, people that watch a special might be more likely to convert than those that watch a regular episodeWhat I think we're seeing with Amazon is yet another example of the tensions that can exist between data and creativity. These things are not at odds, but they can certainly seem that way. The reality is that any data-driven decision is ultimately a function of the data you choose to decide on. While the numbers themselves may be objective, that choice isn't. When creators aren't clued into the reasons (which, for all I know, The Grand Tour guys were), you get disconnects and a deep rooted lack of finesse that leads to headlines like “Amazon Fires Hundreds Via Computer Algorithm”. That's why I prefer to point people towards data-assisted decision making that weighs the poetic and the scientific. After all, data exists to assist and empower, not to decide. (BWAGY)Chart of the Day:Dan Cohen, the Vice Provost for Information Collaboration, Dean of the Libraries, and Professor of History at Northeastern University Tweeted this chart along with the follow thought/question: “Thinking about writing a (nonpolemical) piece on college students wanting to be around books but decreasingly checking them out, and was wondering if other libraries have stats like these from Yale (64% decline in undergraduate circulation in the last 10 years). Pointers welcome.” Full presentation here. (NRB)Quick Links:Slow TV on Netflix, a fav of mine, designed for a world of content abundance. (BWAGY)Over the weekend I was reminded of my favorite published by The Awl: A Conspiracy of Hogs: The McRib as Arbitrage. “What makes the McRib different from this everyday horror is that a) McDonald’s is huge to the point that it’s more useful to think of it as a company trading in commodities than it is to think of it as a chain of restaurants b) it is made of pork, which makes it a unique product in the QSR world and c) it is only available sometimes, but refuses to go away entirely.” (NRB)The country that exiled McKinsey. (CJN) Nice New Yorker interview with ESPN writer Jackie MacMullan, a giant and a trailblazer in NBA journalism, on how she started covering sports (she was annoyed the local paper didn’t write about the girls team at her high school), coming up in Boston media (it was helpful to have the name Jackie), and why she left Lebron James off her all-NBA ballot (he showed up to a game with a glass of wine). (NRB)Thanks for reading,Noah (NRB) & Colin (CJN) & Ben (BWAGY)

Why is this interesting? - The Prime Video Edition

Ben Young (BWAGY) is a Kiwi entrepreneur and media thinker. His company, Nudge, helps brands understand how people are engaging with the creative and content they create. Ben here. Everyone’s pandemic wanderlust has been well-documented over the last year. Zillow has become a meme, 36% of home buyers are more likely to buy without a tour, and we’ve all binged travel documentaries content on Netflix. But of all the real-estate-related rabbit holes I’ve fallen into over the last sixteen months, one rises above the rest: €1 houses. For only a euro and a commitment to invest a minimum amount in the property, you can have your own slice of Italy. Beautiful.YouTuber David Williams flew to Mussomeli in 2019 to take a look at some of the €1 houses and ended up buying one. On his channel, he does a walk-through of the properties to give you an idea of the range and how the process works. He compares what you get if you just spend a bit more. Along the way you get handy tips on local customs and laws—upgrading roofs, for instance, requires a special license. Over time he’s built up four rental properties. Others like Patrick Janssen from Belgium bought a €1 property as a holiday house for his kids. Another couple invested €100,000 in theirs to make it into a bed and breakfast. Priced out of his home country's property ladder, Australian Mark Kopun expects to spend €15-20,000 to upgrade his as an investment property. Even HGTV is in on the action, producing an upcoming series with Sopranos star Lorraine Bracco as she does up a €1 house. Why is this interesting? The concept has been popular for some time, usually led by a bold Mayor, promoting their hometown. The earliest I could find was 13 years ago, the brainchild of Vittorio Sgarbi, an art critic, tv personality, and then Mayor of Salemi, Italy. He’s a personality with a shady past who was removed from office in 2012 under accusations of mafia infiltration of local government. An enterprising guy, he was vocal on the €1 concept, aimed to attract those with the "sensibility and economic resources to embark on this adventure.” And if we’re honest, a good dose of PR. Before Vittorio, it was all about €10k houses. How do you even decide to sell a house for a euro? First, you need to reset to European prices. Buying a house sub-€50k is feasible. Cheap? Yes. But not impossible. So the driver of the €1 is it comes down to incentives. For a real estate agent to sell the property, why sell a €5,000 house when you can sell a €50,000 for the same effort and more commission? And for the seller, why pay to promote the listing? Properties like these get stuck in that conundrum, they can’t fetch a high price, and paying property tax on the empty property is no fun. In many cases, the local government has taken the vacant properties as they’re considered abandoned. That all being said, the €1 is the bait—like cheap fries at a fast-food restaurant. It gets customers in the door, but the goal is bigger. And, as with McDonald’s, many buyers end up spending more than they intended. If it wasn’t for the €1 carrot, they almost certainly never would have visited. (BWAGY)Quick links: Why air travel will suck this summer (CJN)A review of the 2021 Bronco (CJN)The birthplace of Mr. Peanut (CJN)Thanks for reading,Noah (NRB) & Colin (CJN) & Ben (BWAGY)—Why is this interesting? is a daily email from Noah Brier & Colin Nagy (and friends!) about interesting things. If you’ve enjoyed this edition, please consider forwarding it to a friend. If you’re reading it for the first time, consider subscribing (it’s free!).

The One Euro House Edition

Ben Young (BWAGY) is a Kiwi entrepreneur and media thinker. His company, Nudge, helps companies with a simple & easy to use analytics platform for their digital properties.Looking up Lake Wakatipu. Esther Young. There are few places on planet earth that are so remarkable, it makes you feel rooted and present, like the earth is flowing through you as you walk. I've had that feeling in the early mist walking down through the clouds to see Machu Picchu or the in the vibrant energy of Copenhagen on a perfect sunny day. Queenstown, New Zealand also such a place. The mountains are even called the Remarkables. Remarkables Mountain range. Paul Le Comte.The light there seems brighter and clearer, illuminating the landscape with a special radiance. It doesn’t surprise that that New Zealand is often referred to as "God's own country." Even during the COVID-19 pandemic, as the world came to a standstill, Auckland Tourism shared a poignant video illustrating how nature healed and patiently awaited our return.In my family, Queenstown holds a special place due to my grandad's lifelong connection to the area. Rarely leaving New Zealand, he made only one obligatory business trip to Australia. When asked why, he explained that he had met people from all around the world who spoke of the remarkable nature of his homeland. Their words resonated with him, compelling him to appreciate the homegrown treasures. The history of Queenstown is deeply intertwined with the gold rushes of the 1800s, drawing people from all corners of the globe in search of wealth. The remnants of this era still linger in the land, from the traces of tailings and old mining equipment to the empty tunnels that failed to divert the rivers. Tales of fortunes found through chance encounters, such as discovering gold flecks in a horse's mane after traversing a flooded river or stumbling upon a rock laden with gold on a mountain pass, reflect the richness of the place. A must-visit recommendation in Queenstown is the Macetown track adventure. Hop into a Land Rover and embark on a journey that includes 20 river crossings, leading you to the old mining town. You’ll be rewarded with spectacular views, the purest water sources, and the occasional sighting of rare apples from trees planted by the miners over 150 years ago. Skippers Canyon, a once used mining track. Paul Le Comte.While Queenstown's outdoor wonders are captivating, the town itself exudes a charm of its own. Everything you need is conveniently located within a five-minute walk, offering easy access to a variety of delights. Among my personal favorites is Winnie’s, a place where you can indulge in pizzas like the Tri-Factor while enjoying the unique experience of the roof opening to release the heat. For a cozy ambiance, pay a visit to Bardeaux, where you can savor the warmth of the roaring fire while sipping on port wine. And how could I forget Ferg Burger? Legend has it that the proprietor created a burger so exceptional that it would drive the McDonald's truck out of town, which would often block his restaurant during resupply. It’s so popular that it only closes for two hours a day during peak season, dedicated to cleaning and restocking.As you continue your exploration, venture to Glenorchy, known as Paradise, for rafting or jet boating down the river. Don't miss the opportunity to hike the renowned Routeburn track or explore the Rock Burn with a knowledgeable guide. Keep an eye out for earthworms surfacing during rainfall—they're longer than you've ever seen—and take note of the larger-than-usual snails on plants. This undisturbed beauty of Queenstown allows nature to thrive, earning its well-deserved "holy" reputation.Towards Glencory. Paul Le Comte.Wine is also a draw, allowing you to savor mineral-forward wines infused with water that has flowed down from the mountains to the plains. The wine business in New Zealand is flourishing, with annual exports exceeding a billion dollars. Alternatively, consider exploring the newly developed cycle tracks. Hop on an e-bike and immerse yourself in the diverse landscapes and charming towns at your own leisurely pace. Another option worth considering is the new water taxi, offering convenient transportation from downtown to the Hilton near Frankton, providing a perfect opportunity to unwind or grab a bite to eat.Routeburn Track at the start. Paul Le Comte.Jetboating across Lake Wakatipu. Paul Le Comte.Lots of people visit Auckland. But Queenstown is a destination that defies expectations and with  landscapes, warm Kiwi charm, and rich history and adventure. And hopefully I’ll be one of those suspiciously friendly Kiwis welcoming you. Why is this interesting? is a reader-supported publication. To receive new posts and support our work, consider becoming paid subscriber.