Observed Signal · Sep 4, 2026 · Analysis · Source: Meedia · Impact: 3/5 · Sentiment: Positive
Springer and OpenAI Buy Access to Decision-Makers, Not Reach
This opinion piece argues that Axel Springer and OpenAI's investments in business media formats like TBPN and ETN are not about mass reach but about securing access to influential decision-makers. The author, Erik Siekmann, contends that traditional reach metrics are outdated in a fragmented media landscape. Using examples like a16z's acquisition of Turpentine and OpenAI's purchase of TBPN, he explains that these deals provide a 'seat at the table' where key business decisions are prepared. He highlights that TBPN's ad business was shut down post-acquisition, proving the value was in the audience, not the ads. The article also notes ETN's seed funding from Axel Springer and others, and concludes that segment access, built over time, is more valuable than broad reach.
Highlights a strategic shift from reach to audience quality in media investments by major players like OpenAI and Axel Springer, impacting how media value is assessed in the industry.
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Key Takeaways & Evidence Grounding
- OpenAI acquired TBPN in April 2026 and subsequently shut down its advertising business.
- a16z hired Erik Torenberg as General Partner and acquired his podcast network Turpentine in April 2025.
- ETN, a live tech talk show from London, raised a $1.6 million seed round from Powerhouse Capital, Axel Springer, a LADbible co-founder, and angels from OpenAI and DeepMind.
- TBPN generated approximately $5 million in advertising revenue in its first year and was on track for over $30 million in 2026, with 70,000 to 200,000 listeners.
- ETN has around 5 million views on YouTube and X and receives about 70 guest requests per week.
- The article was published on 2026-09-04.
Connected Companies & Entities
6 Entities mapped“OpenAI acquired TBPN and then shut down its advertising business, indicating their interest in the audience rather than the ad revenue....”
“Axel Springer invested in ETN's seed round and owns Business Insider and Politico....”
“a16z is a major venture capital firm that acquired Turpentine and hired Erik Torenberg as General Partner....”
“Angels from DeepMind participated in ETN's seed round....”
“ElevenLabs is an advertising client of ETN....”
“Polymarket is an advertising client of ETN....”
Ontology Mapping & Concepts
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