Well, one is just kind of creating the brand. It's difficult today. And even then, I think it's even harder today, though, but it's difficult to create a brand. People, if they have brand loyalty, they've selected their brands. And today, people don't have the brand loyalty that they used to have. You know, decades ago, people would drive a certain car, they drive a Ford or they drive a GM or whatever. And they had loyalty to that brand. And today not so much, but to create a new site, we needed a brand. We needed an identity. So we spent a lot of time actually thinking about what the name would be. And we had a number of variations, as you could imagine. And finally, we just came up with Politico. The reason being that you could spell it, you could remember it. It kind of tells what the subject is. So we went with that.
But the obstacles, as you mentioned, I mean, when you enter a marketplace, you have to be ready for others in the marketplace to say, well, we're going to squeeze you out. We're going to prevent you entering. So we had competitors who wanted to see if they could prevent us from getting traction. But we just persevered and worked at it. And pretty soon we could see that the brand had emerged and people were loyal. We did have a belief that people who follow politics want concise, quick, early in the morning information. So our first strategy we created was called "Win the Morning." We wanted to know that in the morning we were gonna be the destination people went to.
Then we wanted, we figured, people to be consuming it on their handheld device. So we wanted every story to fit nicely on a small mobile screen. In fact, this was the era of the BlackBerry. Every story was to fit within a single BlackBerry screen. And then you could you could click through for more, but the summary of every story. So we wanted to be fast. We wanted to be mobile. And we wanted to be kind of a high metabolism type thing. People who are involved in politics and who follow it are high energy. They may also like to read long, in-depth pieces for the intellectual benefits of that. But on a day to day basis, they want the facts right away. They want to know what it means.
