Content, Communities and the Future of Publishing

Ben Dietz convenes Casey Lewis (After School), Daisy Alioto (Dirt), and Erica Chen (Media Futures Group, WPP) on the collapse of the wall between editorial and commerce. Publishers are shipping perfume, brands are hiring writers, and the relationship forming in your inbox isn’t human-to-human anymore.  What happens when the scenic route is quicker? When “wasted” time actually is the relationship? Your total addressable market now includes agents, and those agents are trained on the taste you are curating. After all – what you buy is who you become, but what you read is how you decide.  Base Notes: Upper Lip Sweat and Hot Metal Key takeaways: Publishers now make products; brands now make publications. The wall stopped mattering. Optimization is a process of reduction, and serendipity gets cut first. Brands flame out at issue two or three without a point of view. Taste-driven publishers have a new addressable market: agents trained on taste. [12:48] "The best ROI does not necessarily give you growth, because growth comes in volumes." – Erica Chen [21:15] "When your audience knows to expect you… you really have to stay true to that." – Casey Lewis [28:50] "Our total addressable market now includes agents." – Daisy Alioto [30:32] "Creators are the cure to the media fragmentation." – Erica Chen Associated Links: Casey Lewis – After School on Substack Erica Chen – "In Defense of Serendipity" Daisy Alioto – Read Dirt @ dirt.fyi Tasteland podcast – Daisy Alioto & Francis Zierer VISIONS Summit 2026 – November 3, 2026 at MoMA. Listen to today’s episode for 25% off Check out Future Commerce on YouTube Check out Future Commerce Plus for exclusive content and save on merch and print Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world Listen to our other episodes of Future Commerce Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.