It all starts with content

Andy Perdue and crew at the Tri-City Herald's online department celebrated a milestone in fine form recently. For the 100th edition of their Northwest Winecast production, they introduced audiences to the notion of "sabrage" – cutting the top off sparkling wine with a sabre.

Here's the past of Andy's message I liked best:

Last night, I got an email from the owner of [the Winecast sponsor]. He said he thought this episode was great and he was heading to the store to buy some sparkling wine and a machete so he could learn how to do this.

He ended the email by saying, "Thank you for letting me be the sponsor."

Those eight words sum up our goal: to produce content so interesting and compelling, our advertisers are thanking us for the opportunity to have access to our audience.

It all starts with content.