Neil Vogel
Analyst · Cowen
Okay, I'll go first. So I think the 15% to 20% is what we're up to through the year. Let me give you a little background on where we are, we are day 76 of this acquisition, James Harden day, if you're me and a basketball fan. We made some changes to print last week, and I'll break this down for you guys direct, sort of like look at print, look at digital, we will look at the ad business, look at the commerce business. The print business, we've said all along, we were buying brands, and I think we fairly well telegraphed that we were going to do and as Joey said quite eloquently in his letter, we're going to invest behind print brands that people are willing to pay for. And I think we're very fortunate that our major brands and most of our brands are brands people are willing to pay for and we are very optimistic about print, we're very optimistic about how it's going to help our branding, we're very optimistic about how it's going to support our digital. This is obviously a very different perspective than Meredith has had historically. We're talking a lot internally sort of about our big six. The big six in print that are going to be the anchors to what we're doing, which is People, Southern Living, Better Homes & Gardens, Real Simple, Food & Wine, Travel & Leisure. And as also Joey said in the letter, it is not a business plan to make cuts and do nothing different and hope something changes. So what we're really going to be doing is focusing on what we can do to enhance this product, better paper, better art direction, better content, all of these things to do to make a much more premium product that gives these things a real lifespan and really sports digital, and is the proper manifestation of these brands in the world. And look it it's no fun to do what we did last week. But it's also like fairly evident that parents don't really wish to receive parenting advice magazine they want from the Internet. So it was really an evolution as much as anything. And I think we're really off to the races. We have a very strong print team from Meredith and we're pretty optimistic. Digital which is the real crux of what we're doing, we have made substantial changes in the two plus months we've been here. First is structuring. We've taken what was essentially a matrix structure. And we've put everything into our structure where every brand, all of our brands, now have clear leadership and dedicated resources, a GM that functions almost as a mini CEO that owns all pieces of that brand, from content to product to tech, we've arranged everything into groups. So food is with food and homeless with home. And when you look at this, again, it's worth reminding everybody, we're the number one player in the food, we are the number one player in home, we're the number one player in beauty, we're the number one player in entertainment, we're near the top in health, we're near the top in finance. So we have an incredible amount of clay to work with. And now that we've got the leadership team in place, we can start running our playbook. And we've talked about this a lot. And the thing about the playbook that as its most excited is we're at the point now where most of it is pattern recognition. We know we've seen this before, we've talked to you guys we're like 12 for 12, 13 for 13, when we get these incredible brands and we can run a remediation program which is again, make the content as good as you can get it, make the sites as fast and responsive you can get it and make the ads respectful. And one thing I would say is IAC is the best possible place to do this because the only conversations I have with Joey telling me to go do this now and telling us to go do this now and get this done without regard to the short-term make all the changes that will get us the 15 to 20, get us to the $450 million in EBITDA next year and we feel really good about where we are. Quickly on advertising, we're going to be rolling out a fully restructured ad sales team in the next two weeks, which we're very excited about again, that's going to parallel more vertical structure like what we had. We feel really good; we are out right now for the first time doing some combined pitches where the one plus one plus one plus one equals three theory which seems to have legs and seems to be working which we feel very good about. Unified ad stacks can help us programmatically. Meredith, I think if you look historically, digitally, I think we have been much more focused on content and user experience. Meredith has been much more focused on revenue. So we're learning a lot from them on the ad side of how to optimize, how to maximize what we have, which we're excited about. And then the last sort of the, I guess the fourth leg of the table of this three-legged stool; fourth leg of the table would be commerce. There's two really exciting things that have come out of this. One is we built an incredible commerce business and an incredible testing capability growing as quickly as we were growing. We now we went from three test kitchens to literally 50 test kitchens, and we now have a couple 100,000 square feet in various places that we can really test products and get into being as good as we are in commerce, we can be that good and helping people decide what to buy, which is for intent driven traffic, sort of the logical next step for what we're doing. And we have stood up plans to get our style of commerce, the consumer report style of commerce up on all of the historical Meredith brands. So there's obviously a lot going on, our team is very busy. Obviously, when you get into these things, not everything is rosy, some things are better, some things are worse, some things are a lot worse, some things are a lot better. We're slogging through it, we are deep, deep, deep in it. But we feel really good feel, really good about where we are.