By Callie Oettinger
Published: November 21, 2014
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 . . .
Posted in What It Takes
ADDITIONAL READING » CLASSICAL GREECE
by Forde, Steven
Brilliant scholarly dissertation on the mind-set of Alcibiades and the politics of imperialism in ancient Athens. You’ve gotta be a real aficionado to find this book (try your local college library) and get through it. But it will reward the serious reader. I borrowed all kinds of goodies from Forde for Tides of War.
by Morrison, Coates, and Rankov
Triremes were the famous ancient warships with three banks of oars. The problem: no one of the past 1500 years knew how the old guys did it. All design and engineering has been lost. The authors of this book play detective, scouring ancient texts, coins, carvings, and using their own imaginations. They figure it out, then build a trireme of their own. It works! Fascinating.
by Xenophon (Loeb Library, two volumes, translated by Walter Miller)
Though this book purports to narrate the upbringing and conquests of the great Persian king, in truth the society Xenophon describes is that of Sparta (no outsider knew it better than he), complete with “peers,” good manners at the dinner table, and why a true warrior never urinates on campaign (he should have eliminated excess water entirely by sweating).
by Herodotus (translated by Aubrey de Selincourt)
This is the book “The English Patient” was carrying. Funny, personal, and very entertaining, this book recounts the history of the clashes between Greeks and Persians, out of which arose the modern world. The battle of Thermopylae is in here—and Marathon, Salamis, and Plataea—plus dozens of zany, fascinating flashes into ancient life.
by Thucydides (translated by Rex Warner)
Tough sledding because of the dense but absolutely brilliant prose. May be the greatest book on war and human nature ever written. Timeless.
by Houston, Paul
My friend Paul Houston, in England, put together Sparta World, a work-in-progress website for Spartaphiles and aficionados of all things Spartans. The site is interesting in and of itself (and constantly evolving) and also a great jumping-off point and clearinghouse for re-enactor groups, hoplite fighters, artists, writers, and all other contemporary upholders of the Lakedaemonian tradition and ethos—and just for the fun of it. Paul invites all interested groups and individuals to contact him, link to the site, and network with their “peers.”
by Thucydides (edited by Robert B. Strassler)
A different but also excellent translation—but this one comes with maps, dozens and dozens, down to postage-stamp sizes, on almost every page. They help.
by Plato (translated by Hugh Tredennick)
Okay, okay . . . Two works by Plato . . . Translated by Hugh Tredennick, The Last Days compiles four dialogues into an organic whole narrating the trial, conviction, and death by hemlock of Socrates. Deep stuff on the subject of dying.
by Plutarch (translated by Richard J.A. Talbert)
The best one-book introduction to Sparta and Spartan thought. Several of Plutarch’s Lives of famous Spartans, plus Sayings of the Spartans and Sayings of the Spartan Women. Start here.
by Xenophon (translated by Rex Warner)
Ten thousand Greek mercenaries follow Cyrus the Younger’s three months’ march into the wilds of Persia, then lose the battle they came to fight. Xenophon was there as a young officer. His tale of the Greeks’ long and harrowing retreat against the hordes determined to obliterate them is justifiably immortal. Hollywood’s The Warriors, about a street gang from Brooklyn, was cleverly knocked off from this.
Easiest to read of all “the sources.” Short bios, packed with anecdotes and wisdom, of every great man of the Classical era. Plutarch wrote them in pairs, juxtaposing Caesar to Alexander, Alcibiades to Coriolanus, that sort of thing. My faves: Lycurgus, Solon, Themistocles, Alcibiades, Alexander.
This Penquin paperback assembles the lives of all the major players in Athens’ rise and fall—Theseus, Solon, Themistocles, Cimon, Pericles, Nicias, Alcibiades, and Lysander. A brilliant editorial concept, The Last Days can be pretty scary when you read-in the parallels to the contemporary United States.
by Lazenby, J.F.
Another hard-to-track-down work (try the Reference Librarian) that may lack the readable touch, but is crammed with great esoteric stuff like what the Spartans called a platoon leader [an enomotarch.] Only for true Sparta fanatics.
by Cartledge, Paul
Chairman of the Classics faculty at Cambridge, Cartledge is the expert, from whom I have also borrowed major tonnage. Here he’s not writing an exhaustive, all-inclusive tome, but hitting the high spots with great depth, if you know what I mean.
by Plato (translated by Walter Hamilton)
Hard to pick only one work from this great writer, thinker, and wrestler (Plato was his nickname, meaning “broad-shouldered”) and protégé of Socrates, but this is it. A night of gentlemen’s conversation, drunk and sober, at Athens in its glory days, highlighted by soliloquies “in praise of Love” by Aristophanes, Alcibiades, Agathon, and Socrates. Truman Capote wishes he threw a party like this.
by Carey, Christopher
Still extant are the actual lawyer’s arguments from a number of famous ancient cases. Trust me, Johnny Cochrane had nothing on these slick Athenian legal eagles.