Jeremy Aisenberg
Appearances
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
Part of how we grow the hobby and bring more people into this as a way to make fans stickier to their teams and the leagues and the sports is collecting. When the licenses were being held by Upper Deck and Topps and FLIR and Donruss in the 90s, it sparked a lot of innovation.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
yeah yeah exactly they come together and you know where you can you can start to bring people together you can find the opportunity right so sports is sports has been that and uh you know it's like i said i i've been so fortunate um to to be able to be on on the journey i've i've taken and you know this this platform we built with sports illustrated um you know
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
I chased the SI leadership for years. Uh, you know, they are an iconic, uh, brand, not just in sports, but also in collecting. Um, and the thing that I observed through my years at Octagon, where I mentioned, I did some consulting work for tops. We identified that laps collect collectors were this huge universe of people coming with kids and ready to, to rediscover the hobby.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
Um, you know, I was, uh, I was able to help broker the deal between Gary Vaynerchuk and Topps to create a to create a insert set within 2019 Top Series 2 around the best entrepreneurs in baseball. And Gary was very adamant. He wanted Tops, we proposed to Tops developing a collaboration with Gary around what they were doing, branded sets, direct-to-consumer custom branded sets.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
And they launched the first one with Bryce Harper. It was a big success. And they were looking at subjects to do the next one with. And we said, well, maybe you should, you should take a look at Gary Vaynerchuk. He's obsessed with cards and, uh, you know, now it could be a perfect opportunity.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
And, and, uh, they, they took it and, uh, put a really fun set together that unlocked, you know, Gary's universe to the latest and greatest of modern sports cards. And, uh, you know, lots happened since then in the hobby as well. But, uh, you know, the, one of the things that was missing all through that journey was,
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
long-winded here was a major sports media platform that was paying attention to the hobby. And that's what we were able to convince SI to move forward with.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
Well, so so, you know, when Sports Illustrated said, yeah, we're we're into the idea of building a hobby vertical. The first thing we did was was built out a team and we hired a so I have two partners in this collaboration with S.I., Guy named Chris Perrone, who had previously been the general manager of SI at Arena Group and was my partner in helping us to launch the idea initially.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
And then come full circle, MinuteMedia was interested in the opportunity to do the same thing, and we were able to launch it. SI.com slash collectibles. And, you know, why that's significant is that the SI.com domain is one of the oldest and, and most, um, trafficked in on the internet and most has the highest, one of the highest domain authorities in,
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
And so we just get traffic when we have interesting content. So our, our challenge was just making traffic. making content about the hobby that, that people would be interested in reading. And we've, we've built a staff of now over 15 really dedicated, talented writers, all hardcore hobbyists that have expertise in different verticals.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
And, um, you know, we're publishing on average 10 pieces a day. Uh, we're up to now, um, over half a million unique readers a month. And, um, you know, to, to, You know, 750,000 to a million unique views a month, article views a month, which are good numbers. And we're only into our fourth or fifth month, but it gives us it's the largest by a factor of 10 among hobby content channels.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
Just again, because.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
because of the the nature of the domain authority and so that's given us the opportunity to invest even further in in original content um we're developing you know series featuring collectors and really celebrating people's collections and we're gonna you know give how about a dad and his four sons like that sounds like a story or a video especially if your collection is featured in linux
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
That, uh, yes, it is. That's exactly what we're doing there. And, um, yeah, you know, we're, we're doing fun things with the, you know, the journey of collectibles from sort of discovery. So think about sports collectible version of antique roadshow. Uh, so we're, we've got some fun ideas, um, in the hopper for video and, um, you know, a lot of things up our sleeve that we're, we're excited about.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
That's fair. Sports has been a big part of my life as long as I can remember.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
it's like okay this just fits there's sometimes you hear something you're like okay i don't know about that this is just like uh it wasn't already happening it was really surprising man yeah yeah the very first sports illustrated had a whole you know pull out of 1954 tops design in the issue the the famous um issue of eddie matthews um 1954 so collecting is sort of in the DNA of the brand.
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Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
And, you know, we all have heard or collect the Sports Illustrated for Kids cards that, you know, are the first appearance of so many icons that, you know, don't necessarily get a card in the traditional releases. You know, the hobby's done a great job of making cards for all of these alternative sports athletes coming in from different countries.
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Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
And, you know, fortunately, they paid a lot of attention to women's sports. So a lot of the great legends of women's sports have cards. Some of their only rookie cards or early appearances were in SI for Kids, which is is unfortunate. But at least they had cards thanks to Sports Illustrated, which is part of SI's legacy.
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Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
There's still some good ones. As I understand it, Victor Webinyama's card from a year and a half ago or so is still pretty pricey.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
Yeah, that's part of what SI is going to be doing here with content is celebrating collectors and celebrating their individual collections and showcasing all the different ways that collectors collect. That's a pretty broad spectrum of of embodiments of collections. I personally collect vintage Red Sox guys. So I collect Ted Williams and Karl Yastrzemski.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
And if you ask what are the cards I would never part with, it's about... a hundred give or take vintage, uh, Red Sox cards. And, you know, the rest is, is, is sort of fun stuff that I, I like to own.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
We took good care of them. And that's another whole element that's, you know, it was, there was a lot of resistance to grading when I remember first coming in, into the scene in the early 90s when I was still an avid collector without a driver's license. But, you know, it was sort of like, what is this third party grading? But it's really it's it's done.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
It serves such an important role in the growth of collecting because of the trust factor that it's it's injected into what was previously a pretty challenging environment when it comes to trust in cards and subjective condition grading.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
It was really a big roadblock to the growth that's happened. I started my eBay account in 1998. So I guess I was still dabbling in college with buying and selling collectibles. But the cards you would purchase in lots.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
Yeah, it's a great date stamp. It's one of those fun, like, you know, what's your Uber rating?
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
Yeah. Gary Vaynerchuk and I talk about the AOL chat rooms. You know, I used to buy and sell them there in 1992 and 93, you know, 94. Yeah, two, three. I grew up in Northern Virginia where AOL was headquartered, and they put a DVD in your mailbox every night back then.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
Oh, that dial-up, man. Little did we know what was on the other end of that dial-up line three years later.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
Yeah, it's a complicated one and there's so many different directions to pull it into. I think that these digital worlds, digital communities, the success of platforms like Roblox and where that's going to be headed and the
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
the worlds that can be built within these platforms, you know, I, I'm, I'm reluctant to, to cast judgment on a lot of this tech that is, you know, just really being, you know, understood how it can be used effectively. I, you know, I hate to don't hate, I, you know, Gary's, Gary's definitely an influence on me, but, you know, he, he,
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
he made a big point with, with his, uh, NFT launch to bring, you know, real world tangible value to his buyers because he, he was certain of one thing is, and that was that, you know, the, the journey of these things was going to be, uh, was going to be long and, um, and bumpy. And he wanted to make sure that there was value extended no matter what. So look, I think that blockchains, uh,
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
I know enough about cybersecurity to understand the value proposition of blockchain and why that's a new security protocol that people like and can rely on and can provide things that security experts like, like chain of custody kind of insight. But yeah, I'm hardly an expert on predicting what the commercial markets will look like. I think I come back to
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
What is the evolution of the fan experience and how is it actually impacting fans now and how will that change? And there's a lot of real things. There's ticketing uses. There's definitely collectability that's a legacy of what happened during COVID. explosion and it's starting to come back through some types of utility. I think it's early, early days.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
I'm sure that people will start putting back puzzles that they were working on with the interconnectivity of these worlds as As they start getting traction, there was a really interesting group in golf that was selling one of these distributed network-owned membership organizations. And you were going to have access to a golf course. And I think they went out and bought a golf course.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
But your ownership was embodied through the NFT. I'm excited to see where that goes and excited to see how I might be able to test it in some of the work that I do.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
I've been lucky, man. That's all I can say. I didn't necessarily it wasn't the plan. I was getting a Ph.D. in genetics and took a leave of absence and ended up working for one of the most influential people in golf. And that was a quick Ph.D. in business. And where where that entrepreneurial first step has taken me in the last 20 years is someday I'll write a book. It's been I pinch myself.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
it's part of, it's part of youth culture now for sure is some, some digital expression, you know, what they're sharing on their social channels, on their TikToks and, um, and who they're interacting with and, you know, that community of influence that they've, you know, embraced, uh, you know, in, in their content consumption patterns, you know, where they're going for content and who they're going for to, for expertise.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
And, um, Yeah, I think that continues to evolve. And I think there's a big place for digital stuff in the future of our population. I think smart companies and smart creators are going to find ways.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
Are you following what they're doing with sort of this these real world repacks that you open online? I'm not sure if it's Arena Group or one of the. Are we a club?
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
You think about some of the great vintage insert sets of the late 90s and early 2000s are some of the most collectible cards on the planet.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
So we are working on a really cool breaking content initiative with one of the biggest companies in the world. And we should talk about what we can do.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
Yeah, my buddies at Big Night Entertainment Group started Card Vault a few years ago. It was a fun side project during the pandemic. They had all these nightclubs and bars that were shut down. And they figured they could entertain people by doing breaks on these stages. And they built a business.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
And lo and behold, they're now partners with Tom Brady and scaling Card Vault by Tom Brady all over the country. And that'll bring... so many new collectors to the game who will see that name and the way that they're merchandising the hobby. Next thing you know, we've got a new collector going on their own fun journey and embodying their passion for their sport. It's a really exciting time.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
A lot of big companies, private equity, venture capital, are putting resources into the space. I think it will continue. It's one of the
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
you know true ubiquitous passions you know that's enjoyed globally it really truly is a global uh a global hobby uh you know the nba is collected in just about every corner of the of the connected world so yeah man it's exciting stuff jeremy where can everybody keep up with what you're doing with sports illustrated and you in general Yeah. On Instagram. I'm J A I S E N B E R G at Jason Berg.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
Uh, I'm at talent brand labs, www.talentbrandlabs.com. And, uh, Just keep an eye on si.com slash collectibles for all sorts of fun new content.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
It's been an amazing journey.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
I think we should talk about that. Have your people call my people.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
This has been Right About Now with Ryan Alford, a Radcast Network production. Visit RyanIsRight.com for full audio and video versions of the show or to inquire.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
When I think about. I was lucky enough to go work for a guy who recognized that his opportunity to leverage his influence and the attention he was able to generate across his own channels and through businesses he owned and controlled.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
He built an instructor certification business, a brick and mortar academy business, a product licensing business, a product development business, a content distribution business, and all before the introduction of social media.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
and so i took that experience working for david and and um you know learning from him and seeing how important it was to over deliver value i took all these great lessons and got to work over 18 years for one of the largest agencies in the world and apply that personal branding to this this explosion of digital and social content and democratization of distribution and
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
It's it's it's taking me in all sorts of exciting directions, some of which hopefully we'll get to chat about.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
Yeah, I appreciate that perspective. I always felt like I was representing challenger brands, so to speak, because I wasn't representing the agency that I work for. We had Michael Phelps, we had Steph Curry, but I was representing coaches and broadcasters and golf. Now, where golf had this great advantage was...
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
the people who distribute content related to playing better golf have an outsized amount of influence over their audience. If someone is promising better scores, lower handicap, more fun playing golf, they're basically promising them a dopamine high, right? So
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
I was able to, what I've said to a lot of big technologists is golf is this incredible test kitchen for, you know, new innovative technology. You know, when Microsoft was looking at how the augmented reality world might come into play in business, they used golf courses as the way to visualize and bring that to the business community through a PGA Tour partnership.
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Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
But, you know, you were able to use HoloLens and see how, you know, this holographic type interface works. And it was amazing. You know, a great example of where golf's influence and the pyramid of that influence is so powerful and why I've been able to be, you know, as someone like Hank Haney was written up in Wall Street Journal in 2011 as the most authentic user of Twitter in the world.
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Not just the golf guy, but in the world, because, you know, we were we were out there trying to find ways to showcase, you know, our content in in as many channels as we could. We could. And whether that's through augmented reality or whether that's through, you know, podcasts or through, you know, OTT subscriptions, you know, Hank, Hank had a, you know, a.
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very significant, you know, uh, 8 million or excuse me, eight figure business, you know, 10 million plus business, uh, a month doing online content subscriptions. Um, you know, because again, that, that insatiable appetite for, uh, game improvement is, uh, is undying. So my, you know, the premise has held true and guys like Gary Vee have been both friends and,
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sort of influences as well as, you know, the bottom line is you got to put your message in as many places as the potential audience might be. And the gatekeeping, you know, makes sense in certain spots, but really, you know, ubiquitous omni-channel content distribution authentically and organically is, is the answer. And then if you've got the goods, you know, you can, you can achieve a lot.
Right About Now with Ryan Alford
Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
Yeah. So I collected like everybody. I stopped collecting. I was born in the late 70s, collected in the mid, late 80s, sort of put them all away in the early 90s and got into Nirvana and Pearl Jam and went to college and got married and had kids and started a
Right About Now with Ryan Alford
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And then I, you know, I woke up and I was 30 something and I, maybe my, my folks, you know, maybe take more of the cards, uh, home, you know, but like probably right about the time I got to Octagon 2006, 2007, I sort of saw cards lying around the office and, you know, we started representing big stars and I'm thinking, Oh, I, I wouldn't mind getting a basketball signed by David Robinson.
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And then they started kind of, you know, I'm in the sports marketing business at this point. And I've been, you know, on private jets with hall of fame athletes and, you know, managed not to ask for autographs. So it's sort of, it's this, you know, you might as well get the benefit while you're there.
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I have a great story and it just shows you what an amazing human this guy is. And everybody's probably got a good, uh, one of these with, with Charles Barkley, but I was so talk about like a Forrest Gump kind of life, but yeah. I was very fortunate to get to become very good friends with Charles when Hank Haney filmed the Haney Project.
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I was on site for most of the production days over six months and ended up being Charles's dinner date for quiet nights after a long day of filming. And you know, Charles used to say when somebody would be coming up to the table, he'd be like, yeah, I, finally I said, you're so, you're so kind to these guys. You never say no, you're always, you know, chipper. How, how do you do it?
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And he goes, man, it's going to take me the same 15 seconds either way. And this guy's going to go around for the rest of his life and say, I was either a jerk or I was a great guy. And it, for me, it's the same amount of time to blow them off or to be nice. And you know, that, that, It just gives you a lot of respect for how hard it is for them to find, you know, peace and quiet.
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And, you know, the bigger the star, the harder that is. And, you know, I got to see that up close and personal. But at the same time, collecting is such a fun, fun aspect of being a fan. And so I got that itch got scratched again. You know, I might have mentioned this when we were chatting. I mean, Michael Rubin deserves all the credit in the world for his identifying collectors as the best fans.
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And in order to, you know, I really believe that this hobby is in its infancy from a growth perspective.
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And I, yeah, well, at Octagon, we did some really cool research into the hobby to illustrate that part of how we grow the hobby and bring more people into this as a way to not, not just grow the hobby, but to make fans stickier to their teams and the leagues and the sports is collecting it's in it's, you know,
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Trading Cards: The Fan Engagement Goldmine with Jeremy Aisenberg
it's clearly acknowledged now by you know i'm talking to the nhl about you know the opportunity to engage young fans through collecting it's sort of identified now as one of the pillars uh and the you know the growth trajectory for for collecting in general is is pretty exciting and you know one of the things we'll talk about is what we've we've built in partnership with uh you
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with Sports Illustrated and Authentic Brands Group and MinuteMedia, who are our partners in the Sports Illustrated collectibles business.
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They're opening the tent wider, right? The Fanatics Fest, we went to the first Fanatics Fest. It was awesome. Couldn't have been a more – fun, entertaining experience for casual sports fans. They, there were, um, plenty of, of areas that they were the first to recognize they can, they can make improvements on. I'm, I'm excited for, for what they'll do in the event space. And, um,
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You know, and I think healthy competition is good, and Panini's not going anywhere, and Upper Deck's not going anywhere.
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You know, it's a great question. I think it would be better for the industry to have more than one license. I think competition is great. I think when the licenses were being held by, you know, Upper Deck and Topps and FLIR and Donruss in the 90s, it sparked a lot of innovation. You think about some of the great companies.
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old vintage hold, you know, insert sets of the late nineties and early two thousands are some of the most collectible cards on the planet. You know, that's the, that's the pinnacle of upper decks, you know, early work in, in, uh, memorabilia cards and autographs.
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And, you know, still to this day, when I show some of the trading card innovation to people who've been out of trading cards for a while, they're, they're, they're blown away by what's happened and, you know, the collectability and the tentacles, you know, into art and, you know, into, you know, serious game use memorabilia, you know, to, to museum quality pieces and investment funds, looking at this stuff through the lens of alternative asset classes.
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It's, you know 30 30 not related to my background as a geneticist but uh 35 percent of us are genetically predisposed to want to collect stuff sort of remnants of yeah the human condition a little bit you know like that fine line between collecting and hoarding i think the the tide is rising on on collecting because collecting is the ultimate you know expression of fandom and
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And fandom is one of those last safe spaces where we can all come together and cheer on a team and not be angry at each other for something else.
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Almost every Republican and Democrat in Boston can agree on the fact that they want the Red Sox to kick the crap out of the Yankees.