The Anti-DTC Playbook: Why WrapIt Storage Started With Retail (Not Shopify)

The Anti-DTC Playbook: Why WrapIt Storage Started With Retail (Not Shopify)

Most brands today launch with a Shopify store and figure out distribution later. Andrew Broshat and his family took the opposite approach — and built a real, growing business because of it. Andrew joins Greg Rollett live from the Affiliate Summit West showroom floor to talk about how WrapIt Storage (an OG Grommet brand) got its start, why going retail-first made all the sense in the world, and what it actually takes to manage multiple sales channels when you're running a small team with big ambitions. In this episode: How Andrew's dad Jim went from 17 years at Target corporate to launching a storage strap company at the National Hardware Show Why retail was the natural first channel — and what brands with DTC-only instincts are missing The new adhesive hook line competing directly with Command, and how WrapIt is differentiating through design What happens when you try to launch a new product AND manage existing ones with a lean team The "life or death, 48 hours, move 1,000 units" question — and why Andrew's answer had nothing to do with Amazon or retail How WrapIt is using Affiliate Summit to build publisher relationships as a new distribution channel What AI is (and isn't) doing for their business right now Whether you're a brand trying to figure out your channel mix, a publisher looking for unique product partners, or just curious how family businesses actually grow, this one's for you. The Boost is presented by Grommet and Affiliate Summit. Get your tickets to Affiliate Summit here: https://www.affiliatesummit.com Use code BOOST15 to save 15%! Discover 1,000s of new and unique products on Grommet here: https://thegrommet.com Plus, you'll get 20% off all of them when you give them an Upvote.

How to Get Readers Begging for Your Newsletter (The Flyover's Playbook)

Season 4 of The Boost continues with Collin Short, President of the Flyover, a daily email news publication delivering to 4 million people across the United States. The Boost is presented by Grommet and Affiliate Summit. In this episode, host Greg Rollett and Collin break down how the Flyover built an obsessive audience in a world of collapsing trust in mainstream media. They discuss why people actually beg for the newsletter (literally emailing the team when it's 20 minutes late), how they've stayed counter-cultural by building loyalty to the brand instead of celebrity hosts, and the philosophy behind their monetization model.  Collin reveals the "flywheel" that powers everything at the Flyover—how content, monetization, and growth have to work together perfectly, and why cutting corners on any one piece breaks the entire system. They also dig into why unbiased, fact-based news fills a massive gap in America, how the Flyover partners only with products they personally test and stand behind (even reimbursing readers when something goes wrong), and how they're expanding beyond email into podcasts, YouTube, and texting to reach more people without diluting the core product. In this episode you'll discover: * Why readers literally email asking where their newsletter is (and what that means for trust) * How to build a newsletter people actually want vs. one they tolerate * The content-monetization-growth flywheel that powers sustainable media * Why being counter-cultural (no celebrity hosts) is actually a competitive advantage * How to monetize without breaking trust with your audience * Why unbiased, simple news beats sensationalism and algorithms * The strategy behind only partnering with products you genuinely believe in * How to expand (podcasts, YouTube, texting) without losing what makes you special * Why 4 million high-quality subscribers beats 10 million low-engagement ones If you're running a newsletter, building an audience, monetizing content, or trying to figure out how to grow without selling out, this episode is essential. The Boost is presented by Grommet and Affiliate Summit. Get your tickets to Affiliate Summit East here: https://www.affiliatesummit.com/east [https://www.affiliatesummit.com/east]  And use code BOOST15 to save 15%! Discover 1000's of new and unique products on Grommet here: https://thegrommet.com [https://thegrommet.com] Plus, you'll get 20% off all of them when you give them an Upvote. Learn more about the Flyover: https://jointheflyover.com [https://jointheflyover.com]

The Washington Post's Playbook for Building Trust (Without AI)

Season 4 of The Boost kicks off with Dennis Quinn, Head of Creative Strategy at WP Creative Group at The Washington Post. The Boost is presented by Grommet and Affiliate Summit.  Get your tickets to Affiliate Summit East here: https://www.affiliatesummit.com/east And use code BOOST15 to save 15%! In this episode, host Greg Rollett and Dennis break down how publishers and brands can build trust in a world flooded with generic AI content. They talk about why first-person storytelling is winning, why creator-led content works when it is rooted in real expertise, and how The Washington Post is helping brands create content that feels useful instead of promotional. Dennis also shares the thinking behind Postworthy, WP Creative Group’s creator-led video framework, why newsletters and owned platforms still matter, how events and experiences can drive real creative and business value, and why brands need to stop trying to convert on every single piece of content. They also dig into the rise of vodcasts, the power of surrounding a brand story with clips, transcripts, and social content, and what trust actually looks like when content is built for real people instead of algorithms. In this episode: •Why trust is still the foundation of great publishing and marketing •Why generic brand messaging is losing •How first-person storytelling is outperforming bland advice •What makes creator-led content actually credible •Why newsletters, owned channels, and experiences still matter •How vodcasts can become the center of a full content ecosystem •What brands should do differently if they want real thought leadership If you care about content, credibility, audience trust, and where media is headed next, this is a strong way to kick off the season. Discover 1000's of new and unique products on Grommet here: https://thegrommet.com Plus, you'll get 20% off all of them when you give them an Upvote.

Why Is AI Highlighting Your Competitors (And What to Do About It)

AI is changing how brands, products and publishers get discovered and traditional SEO alone is no longer enough. Recorded live from Affiliate Summit East, this episode of The Boost features Ewen Finser, CEO of ScaleVisible, breaking down how brands can generate visibility in AI-powered search, answer engines, and platforms like ChatGPT, Perplexity, and Google AI Overviews. We dive deep into AEO (Answer Engine Optimization), why AI chooses some brands over others, and how owned media — blogs, YouTube, Reddit, and third-party editorial — now plays a critical role in AI trust, citations, and brand authority. Ewen explains why focusing on a single channel is a losing strategy, how Reddit can amplify (or damage) brand perception at scale, and why outdated org charts are holding brands back in the AI era. You’ll also hear why high-signal, original content matters more than ever, how brands should audit their AI visibility today, and where the next big opportunities are emerging for publishers and marketers. This episode is presented by Affiliate Summit and Grommet.  🎟️ Join us at Affiliate Summit West in Las Vegas (Jan 12–14) and get 15% off your ticket with code BOOST15. Head to https://www.affiliatesummit.com/west and register today! Learn more about Grommet at https://thegrommet.com

The New York Post Is Winning In Search, Social & AI In Spite Of The Algorithm Apocalypse

Join us at Affiliate Summit East in New York City and save 15% on your ticket by using the code BOOST15 at https://affiliatesummit.com [https://affiliatesummit.com] The New York Post is one of the few major publishers growing in the middle of an algorithm meltdown, AI-driven search changes, declining social clicks, and the most unpredictable traffic landscape the industry has ever seen. In this episode of The Boost, host Greg Rollett from Grommet [https://thegrommet.com] sits down with Jackie Goldstein, VP of Commerce at the New York Post, to uncover how their team is winning across search, social, and AI—and why the Post remains one of the most resilient media brands in the world. From building a powerhouse commerce operation inside a 200-year-old newsroom to creating headlines that “kick you in the eyeballs” while still driving performance for partners, Jackie breaks down the exact strategies her team is using to stay ahead. 🧠 What You’ll Learn: • How the NY Post is thriving in search despite algorithm volatility and AI disruption • Why leaning into AI (not fighting it) is giving them a competitive edge • The secret behind their punchy, unapologetic headline style—and how it still works for commerce • Commerce inside a legacy newsroom: CPC, CPA, and flat-fee models that power massive revenue • How social listening + rapid content creation turn cultural moments into shoppable wins • The Post’s 2024–2025 playbook for gift guides, distribution, and Q4 domination • How they balance editorial integrity with partner needs in performance-driven content • The systems and cross-team collaboration that eliminate silos between sales, editorial, and partnerships Whether you’re a publisher navigating AI, a brand looking to understand modern commerce strategies, or a marketer trying to survive the “algorithm apocalypse,” this episode is your blueprint for thriving in a shifting landscape. 🎁 The Boost Is Presented by Grommet Grommet is the leading product discovery marketplace, connecting thousands of new and unique products with millions of shoppers. ✨ Explore what’s trending → https://thegrommet.com 💸 Want to promote these products and earn 20% commission on every sale? Email greg@thegrommet.com to join our exclusive publisher program.