It's not the years, it's the miles

 

Many years ago, we used a CRM & SFA tool called SalesJunction. 

SalesJunction is a web-based, affordable CRM and Sales Force Automation (SFA) tool designed for small to medium-sized businesses. It helps companies streamline workflows, track leads, and manage customer accounts with customizable dashboards and email integration. They were acquired by SilverCloud Partners. 

Founded in 2011, SilverCloud Partners was a financial advisory firm that specialized in advising, consulting, and operating software technology companies and the firms that invest in them. The firm catered to the needs of various sectors, such as information technology, consulting services, and commercial services. It was founded in 1996 and is headquartered in Atlanta, Georgia. The firm dissolved and ceased to exist on March 13, 2025.

In 2010 we moved away from SJ and went with Highrise, a product of 37signals.com We have also been using Basecamp.com for around 20 years. 

We now use Basecamp.com/5 and it is magic. Between Highrise, Basecamp, Zoom, BigCommerce and a smattering of SaaS tools we can run multiple companies including the growing NYDLA | NADLA communities. 

We use Highrise and Basecamp every day, all day long. 

2026: you cannot get Highrisehq.com. If you go there, you will find this note:

We shall not have the Sunsetting of Highrise like we did with SalesJunction. The folks at 37signals have done something here that is worthy of note. They are not taking on new customers for Highrise. They are no longer looking to grow Highrise. But for their existing customers - all can sleep well at night with the knowledge that you can continue to use Highrise forever. 'Until the end of the internet!' 

We have two Highrise accounts, one for MTP and one for the NYDLA | NADLA membership. Each account maxes out at 300,000 contacts. So, for $700 per month, we have 600,000 possible contacts serviced via a very elegant, very powerful CRM | SFA tool. And now via AI, our Highrise accounts 'play nice' with all of our other tools: Basecamp, Zoom, Adobe, Dotdigital, Mailchimp, QuickBooks - the list is long. I have joked with the founders of 37signals: Between Highrise and Basecamp, I can service 600,000 customers for less than $1,000 per month. CRM | SFA | Project Management. Done. 

If I could get a 3rd Highrise account I would. But no one can. Not since 2018. We have other tools, like Zoho and HubSpot. We tend to sell what we use and use what we sell. 

AND SO... today in 2026 we run everything with Highrise, Basecamp (and the rest......) Sounds like the opening to Gilligan's Island (damn, I'm old). Oh, and I also use HEY.com email from 37signals. And so should you. 

I will use products and services from 37signals.com 'Until the end of the internet!' 

GetAireSpring.com - Master Agent for 25 years. 

The Math of Marketing

 

I like the math of marketing. In fact, I think I love it. But do you know your target audience? 

FIFA WORLD CUP finals will be at MetLife Stadium, temporarily known as New York New Jersey Stadium for the 2026 FIFA World Cup, is a multi-purpose stadium located at the Meadowlands Sports Complex in East Rutherford, New Jersey, five miles west of New York City. Capacity: 82,500.

If I paid the folks that ran MetLife Stadium to put my 'QR Code' on the Jumbotron - the big screen at the stadium - what would that cost me? What would that be worth? If I could have www.joinNYDLA.org on the rings of electronic billboards that circle the stadium, what would be a good ROI on that marketing spend? 

If (for some reason) the management of MetLife Stadium was willing to put my QR codes and my websites 'on' the billboards for FREE - this would be fantastic. Great! Do it! 

But if the cost was a non-zero amount, how does one (like a CMO) decide on what is a good use of marketing dollars? $1,000? $10,000? $100,000? 

A 30-second Super Bowl commercial costs an average of $8 million for airtime alone, with premium slots during Super Bowl 60 reaching record highs of $10 million. While buying the broadcasting space is the headline figure, industry analysts and company executives report that the true all-inclusive cost ranges between $16 million and $29 million per commercial. This massive difference stems from hidden expenses required to bring the ad to life.

Cost Breakdown per 30-Second Commercial

Network Airtime: $8 million average (up to $10 million for last-minute inventory).

Video Production: $1 million to $4 million for high-end filming and special effects.

Celebrity Talent: $1 million to $5 million for A-list actors, athletes, or musicians.

Network Matching Spend: Networks like NBCUniversal frequently require advertisers to buy an additional $7 million to $10 million in ad commitments across other sports properties throughout the year.

Question: Is FIFA WORLD CUP bigger than the NFL Super Bowl? 

From a marketing standpoint, the FIFA World Cup is significantly bigger overall, especially in global reach, cumulative exposure, and total sponsorship/marketing revenue though the Super Bowl excels as a concentrated, high-value U.S. advertising spectacle.

Viewership and Global Reach

World Cup: Massive global scale. The 2022 final reached ~1.5 billion viewers (with 5+ billion cumulative unique viewers across the tournament). The 2026 opener alone drew ~1.2 billion. The full tournament (now 48 teams, 104+ matches) is projected to exceed 5 billion total engagements, averaging far more daily exposure over a month.

Super Bowl: Dominates the U.S. with ~123 to 125 million average viewers (peaks higher, e.g., 202+ million tuning in for parts). Global audience adds ~60+ million, for totals around 200 to 265 million. It’s the biggest single U.S. TV event annually but pales globally.

Marketing takeaway: The World Cup offers unmatched international brand exposure across continents, ideal for global campaigns (e.g., Coca-Cola, Adidas, Visa). The Super Bowl is a premier U.S.-centric platform where brands can dominate cultural conversation in one night.

Advertising and Sponsorship Revenue

Super Bowl: Extremely high per-spot value. 30-second ads cost ~$7 to 8 million (record levels in recent years). Broadcasters generate $650 to 800+ million in ad sales for the game. It’s a cultural phenomenon where ads themselves become events (reviewed, memed, debated), driving strong brand recall and buzz in the U.S. market.

World Cup: Far larger total marketing/sponsorship haul. FIFA’s sponsorships for 2026 are projected at ~$1.8 to 2.7 billion (or higher), part of $8.9 to 11+ billion total tournament revenue (broadcast rights are the biggest slice). Brands get prolonged exposure across dozens of matches, host countries, and digital channels.

Marketing takeaway: Super Bowl ads deliver intense, concentrated impact and prestige in the American market (hard-to-reach audiences, high engagement). World Cup sponsorships provide scale and sustained global activation opportunities.

Other Marketing Dimensions

Economic/Host Impact: Super Bowl brings $500 million to $1.3 billion to host cities (tourism, hospitality, etc.). World Cup generates billions more in broader economic activity across multiple nations, plus long-term infrastructure and tourism boosts.

Brand Equity and Cultural Power: Super Bowl ads create viral, shareable moments in the U.S. World Cup builds deeper emotional connections worldwide through national pride and ongoing narratives. Both amplify existing brand equity effectively.

Duration and Format: One high-production U.S. night (with many ad breaks) vs. a month-long global festival (fewer in-game ad opportunities but massive cumulative reach).

Bottom line: Choose the Super Bowl for premium U.S. brand launches, cultural dominance, and ad creativity. Choose the FIFA World Cup for global scale, international markets, and total exposure volume. For most multinational marketers, the World Cup wins as the bigger platform.

MY target audience for the DLA will know the names Seth Godin, Tom Peters, Scott Galloway, Alex Hormozi. They will read their books, and take their courses. NYDLA.org paid members are probably not the same 82,500 folks who will pay $$$$$$$ to attend the World Cup finals live in New Jersey (one week away from today). 

Well, SOME will, Right? 

www.joinNYDLA.org 

NYDLA members at World Cup (Miami) 

Can we be Sirius for a minute?

 

We started doing an audio podcast many (many) years ago. We called it NYDLAcast.com  

It was when Zoom became a verb that we started doing video fireside chats. PoweredByZoom.com  Actors, Authors, Subject Matter Experts. Thought Leaders. During COVID we did 'ZoomTalks.us' with Comedians. Zoom Shows. And some of these comedians have millions of followers on social media. I'm looking at you Jim Gaffigan. 

When someone famous launched a book, folks like www.FortierPR.com would contact us to do a book launch interview. Some of these authors have 500K+ followers on LinkedIn. We found a hack - we would 'gift' their new book to the NYDLA | NADLA paid members. Technically, we would reimburse the cost of the book via a $25 credit to their monthly DLA membership fee. So, buy the book, get a $25 credit. Sweet.

And so, our audio only NYDLAcast.com fireside chats started getting coverage on Audible.com for the books, and then for podcasts. 

Audible does not publicly disclose exact subscriber numbers, but industry estimates and historical reports place the figure at roughly 36 million subscribers globally. The service controls the lion's share of the global audiobook market. And now the audio podcast market. 

Last month, the folks from SiriusXM came calling. 

SiriusXM reaches approximately 33 million paid subscribers for its core satellite and digital radio platforms. When taking its broader media ecosystem into account which includes Pandora and its extensive partner and podcast networks, SiriusXM Media reaches over 160 million listeners monthly.

Here is the breakdown of SiriusXM's reach:

Core Satellite & Direct Subscriptions: Roughly 33 million paid subscribers (which includes users on paid streaming plans and complimentary new-car trials).

SiriusXM Media Ecosystem: Through SiriusXM, Pandora, and the wider partner network, the company's advertising platforms reach 170 million people, which translates to roughly 55% of the U.S. population aged 13 and over.

The big thing is actually the little thing: anyone can do this. From now until September I am working 'from the road' visiting NYDLA | NADLA host universities. We are traveling from Maine to Virginia (the New York Megalopolis) working from Hilton Properties. My wife (and our dog Konta) are enjoying the world of 'remote' this summer. We get two connecting rooms (suites) which allows me to set up my SwissArmyOffice.com in one of the suites and 'live' in the other. 

Question: do you have a product | service | book | course that would be a fit for the NYDLA | NADLA | Audible | SiriusXM | Zoom zero spam, 100% opt-in global cloud community? We should do a test, yes? 

Hey, did you know that when you joinNYDLA.org you get 10,000 Hilton Honors points during your first stay at a Hilton Property?

Well, now you know. 

Konta Capone