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What It Takes

What It Takes

Ranger Up Leads the Way

By Callie Oettinger
Published: May 22, 2015

[This post ran last November. This week, Ranger Up helped share a special giveaway of The Return, a Black Irish Books title by David Danelo.  We just wanted to thank the Ranger Up team for sharing The Return — and Nick Palmisciano for sharing Ranger Up's backstory. Working with Ranger Up is always a reminder of what can be accomplished when someone fights for his passion.]

Nick Palmisciano was earning a quarter million a year when he learned he was being promoted — a promotion that would add another hundred thousand or so to his income.

The promotion announcement landed on a Friday. The following Monday he gave his notice.

“I knew that if I took that promotion, the golden handcuffs were being slapped on and Ranger Up was going to die—and I was going to spend my life working for other people doing something I really didn’t care about that much,” said Nick.

What is Ranger Up?

In Nick’s words, “Ranger Up is a content machine.”

Don’t let the t-shirts and jeans on the home page of its site fool you into thinking it’s an apparel company. Yes, there’s the clothing, but if you dig, you’ll find a full-fledged media company, leveraging its free content to move pay-walled content.

Unlike many other content providers, who are struggling to monetize their content, offering a free article here and there and then banking on the hope that readers will buy a subscription instead of site jumping to another URL where more free content is available, Ranger Up offers a seemingly endless supply of videos and images—including the original series “The Damn Few” and the “Rhino Den” blog. The content being created by Ranger Up is distinct. It isn’t available in bulk online, which means its audience is digging in its heels and sticking around for more. In turn, this content has helped them engage, retain and grow a community that pays for content, too, in the form of t-shirts and jeans and signs and other gear, rather than site jumping for its next dose of free content.

How’s that working for Ranger Up?

According to Internet Retailer, Ranger Up’s “high level of engagement is what drove $750,000 in social commerce sales for the e-retailer in 2013—as 28% of its total online sales came from shoppers who clicked to the site from social networks. The role of social networks in driving traffic is even greater: Nearly 39% of Ranger Up’s 2013 traffic stemmed from Facebook, Twitter, Pinterest and YouTube . . . . That earn[ed] the merchant the No. 2 spot in this year’s Social Media 500, which ranks online retailers by the percentage of traffic they receive from social networks, a measure of how effectively they are reaching their audience via social media.”

Let’s Backtrack a Bit . . .

More >>

Posted in What It Takes
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FROM MAC McCALLISTER

From MAC McCallister

Mac McCallister is our "Agora master"—the key writer for the Agora blog. This list reflects works written by Mac, as well as works he recommends to others for reading.

WARFARE: ANCIENT AND MODERN

Warfare: Ancient and Modern

I know I've left out some great works on this list in particular. Consider it a work in progress, always being updated. If there's a specific title that you'd suggest adding, let me know.

ALEXANDER THE GREAT

Alexander the Great

Curious about Alexander? Not sure whether to start with the ancient texts or with modern biographies? My vote is for the old school, then head over to the boatload of excellent and very readable contemporary writings about Alexander.

CLASSICAL GREECE

Classical Greece

Penguin Classics and the Loeb Classical Library (which gives the text in Greek on one page and in English on the facing) are the indispensable sources. Pick any and you can't go wrong. But here are the must-reads.

ON WRITING

On Writing

These are just a few of the titles that I've turned to in the past, from authors whose work I admire.

FAVORITE FICTION

Favorite Fiction

This is the ultimate short list. Hard to decide, but these two are starting points.

GOLF

Golf

The title for this list says it all—golf.

BUSINESS AND MOTIVATION

Business and Motivation

Another short list—big on motivation.

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