The world’s oldest advertising medium has reconfigured itself for the digital age. Zachary Crockett looks up. SOURCES:Anna Bager, president and C.E.O. of the Out-of-Home Advertising Association of America.Dan Levi, chief marketing officer at Clear Channel Outdoor. RESOURCES:"Advertising Proves Resilient Amidst Economic Uncertainty," (Magna Global, 2025)."Clear Channel Outdoor Holdings, Inc. Reports Results for the First Quarter of 2025," (Clear Channel Investor Relations, 2025)."The Bigger, The Bolder: Outdoor Advertising," by Judy Gonyeau (Journal of Antiques and Collectibles, 2024)."How Digital Billboards Target Passersby (Hint: It's Cellphone Data)," by Karen Duffin (NPR, 2020)."The hottest advertising trend of 2018? Billboards." by Zachary Crockett (The Hustle, 2019)."Model Legislation for Banning Billboards," (Scenic America). Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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108. Matchmakers
Some singles choose to skip the apps and get fixed up the old-fashioned way — but it doesn't come cheap. Zachary Crockett puts himself out there. SOURCES:Maria Avgitidis, C.E.O. of Agape Match and author of Ask a Matchmaker: Matchmaker Maria's No-Nonsense Guide to Finding Love. RESOURCES:"Dating Apps Have Hit a Wall. Can They Turn Things Around?" by J. Edward Moreno (New York Times, 2024)."Love, (un)automated: Human matchmaking in the era of online dating," by Liesel Sharabi (Journal of Social and Personal Relationships, 2024)."The New Old Dating Trend," by Faith Hill (The Atlantic, 2023)."What It’s Like to Work With a Matchmaker," by Alyson Krueger (New York Times, 2021)."New York State Dating Service Consumer Bill of Rights." Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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107. Megachurches
They have thousands of congregants and millions of dollars in income. Zachary Crockett passes the collection plate. SOURCES:Julie Roys, founder of the Roys Report.Scott Thumma, professor of sociology of religion at Hartford International University, director of the Hartford Institute for Religion Research. RESOURCES:"The faithful see both crisis and opportunity as churches close across the country," by Scott Neuman (NPR, 2023)."Million Dollar Homes Become Status Symbols of Televangelists and Pastors," by Barry Bowen (Trinity Foundation, 2022)."Megachurch 2020," by Scott Thumma and Warren Bird (Hartford Institute for Religion Research, 2020).Beyond Megachurch Myths: What We Can Learn from America's Largest Churches, by Scott Thumma and Dave Travis (2007)."Ministers' Compensation & Housing Allowance," (IRS).MinistryWatch. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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106. Maple Syrup
Pure maple syrup can be five times as expensive as “pancake syrup,” but maple farmers — and breakfast connoisseurs — say it’s worth it. Zachary Crockett pours it on thick. SOURCES:Emma Marvin, co-C.E.O. of Butternut Mountain Farm.David Marvin, founder of Butternut Mountain Farm. RESOURCES:"Crop Production," by National Agricultural Statistics Service (USDA, 2025)."Why Americans Overwhelmingly Prefer Fake Maple Syrup," by Christopher Ingraham (The Washington Post, 2015)."History of Maple," (UVM Libraries).Butternut Mountain Farm. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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105. Light Bulbs
Why did it take so long to invent a longer-lasting bulb? Zachary Crockett finds the answer illuminating. SOURCES:Heather Dillon, mechanical engineering professor at the University of Washington in Tacoma.Jane Brox, author of the 2010 book Brilliant: The Evolution of Artificial Light.Markus Krajewski, philosopher and historian of technology at the University of Basel in Switzerland. RESOURCES:"Thomas Edison, tinkerer," by Eric Gilliam (Works in Progress, 2023)."It's Official: Stores Can No Longer Sell Most Incandescent Lights," by Hiroko Tabuchi (New York Times, 2023)."The Mystery of the Centennial Bulb: an Incandescent Light Bulb," by Martin Kykta (MAK Electro-Optics, 2021)."The Great Lightbulb Conspiracy," by Markus Krajewski (IEEE Spectrum, 2014)."Compact Fluorescent Lighting in America: Lessons Learned on the Way to Market," by L.J. Sandahl, T.L. Gilbride, M.R. Ledbetter, H.E. Steward, and C. Calwell (U.S. Department of Energy, 2006). EXTRAS:"Why Do Candles Still Exist?" by Freakonomics Radio (2025)."The Story of Byron the Bulb," by Thomas Pynchon (Gravity's Rainbow, 1973). Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
Who decides which snacks are in your office’s vending machine? How much is a suburban elm tree worth, and to whom? How did Girl Scout Cookies become a billion-dollar business? In bite-sized episodes, journalist Zachary Crockett looks at quotidian things and finds amazing stories.
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