Building for Fanatics: Hodinkee’s 2.5M Monthly Visitor Strategy

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Adam Schoenberg, Chief Marketing and Operations Officer at Hodinkee, the premier editorial destination for watch enthusiasts worldwide. With over 2.5 million monthly unique visitors, Hodinkee has established itself as the "New York Times for wristwatches." Adam shares how the company evolved from a trusted editorial voice to an explosive commerce business during the pandemic, and then strategically pivoted back to its media roots after acquisition by the Watches of Switzerland Group. As a career founder turned executive, Schoenberg offers a unique perspective on brand building, community development, and the pitfalls of over-commercializing content platforms.

Topics Discussed:

• Transitioning from a founder to an executive role and applying entrepreneurial skills in a corporate environment

• The evolution of Hodinkee's business model from pure content to commerce and back to a media-focused approach

• Building and maintaining trust with a passionate, high-income niche audience

• Navigating the rise of social media personalities and influencers in the watch space

• The crucial balancing act between monetization and maintaining editorial integrity

• Managing a strategic business model shift without alienating core community members

• The limitations of AI in creating specialized, high-quality editorial content

• Rebuilding brand foundations after periods of rapid, capital-fueled growth