saltbox tv, Jerry Goehring, Patty Carver

IFH 537: The Power of a Niche Audience (Saltbox TV) with Jerry Goehring and Patty Carver


Today on the show we have Jerry Goehring and Patty Carver. They are the founders of Saltbox TV.

Saltbox TV is the first-ever streaming service dedicated to connecting older adults with diverse, informative, and engaging programming. Through a simple and user-friendly platform, Saltbox TV welcomes even those with no technical experience. Saltbox TV hosts various programs from music, faith, classic film & television, lifelong learning, wellness, documentaries, arts and crafts, Saltbox Originals, and everything in between.

This is the Senior streaming service I represent.  They have an incredible mission and great programming for seniors.  They’re just moving into original programming and currently developing their first reality show SILVER STARS.  Attached is a sheet that highlights that current programming which includes financial assistance, health & wellness, exercise, general entertainment, etc.

The real topic here is ageism, the lack of entertainment focused on this demo from content to devices…SALTBOX has made some incredible partnerships with players in the sr industry from pre-loading Saltbox onto tablets for seniors, playing on closed circuits TV at senior homes, and deals with Roku, Firestick, etc.

In this episode we discuss the power of niche audience, how to serve them, how to build and audience and much more. Enjoy my conversation Jerry Goehring and Patty Carver.

Right-click here to download the MP3


Alex Ferrari 0:00
I'd like to welcome the show Jerry Goehring and Patty Carver. How're you guys doing?

Jerry Goehring 0:16
Oh, great, Alex. Thanks for having us.

Patty Carver 0:17
Hi Alex!

Alex Ferrari 0:18
Thank you so much for coming on the show. I wanted to have you guys come on the show because you have a great product and called saltbox. TV. And, and I just was really interested in using it as a case study as far as how to focus on niche audiences as opposed to going mass market, which so many filmmakers do nowadays, creating their projects and TV thinking that they're gonna compete with Marvel, or Disney or Star Wars, or any of these kind of mass market concepts or even just a general drama or general comedy. It's very difficult in the independent film world to do that, I think focusing on the niche is so so valuable, and you guys have definitely focused on a niche. But before we get down, go down the road with with saltbox. TV. How did you guys get involved in the entertainment business in general?

Patty Carver 1:07
Well, alright.I'll go first Jerry?

Jerry Goehring 1:11
Yeah, go for it!

Patty Carver 1:13
Okay, I'll go first. So I am, I'm a singer and actress. And for the past 20 years, I've been well, Jerry and I have theatre companies. Before that, I traveled across the country doing regional stock, Dinner Theatre, cabaret in New York. And after we got married, we started some theatre companies, including Connecticut children's theatre. And Jerry, of course, has always had his his commercial projects. But as far as I go, after we got married, and we had two children, I sort of had to navigate around all that. And so I created these one woman musical programs, which I started performing in schools, libraries, historical societies, and older adult communities. And as the years rolled by, and I was able to book around my kids growing up and being carpool queen and driving to swim meets my audience flipped to almost exclusively older adult audiences, in communities. And I love this audience. And I have a database of hundreds of communities up and down the East Coast throughout the Midwest, New England. And that's a large part of what I've been doing for the past 20 years after we got married. And yeah, and so when COVID hit theater was shut down. And that and so saalbach was born of COVID. But maybe Jerry, you should just talk a little bit about your background before we start talking about soapbox. I don't know.

Alex Ferrari 3:09
You're a good husband, sir. You're a good husband.

Jerry Goehring 3:13
Fine. So yeah, so my background, my background, I'm on the other side of the footlights. I can't sing dance act, I can't do any of that stuff. But I started producing way back when in the you know, early, late 80s, early 90s, you know, in New York, and produced, I can't even tell you how many shows around the country in London elsewhere through the years, had a knife started nonprofits. For a long time, I was a turnaround guy for nonprofit theater companies when they were in trouble. I did that for a while. I would say in the last 10 years or so I've also started working on a ton of commercial projects, meaning Broadway, Off Broadway and West End. So my my, my focus has always either been on the nonprofit in the theater world and really supporting artists, young artists, young writers, young creators, and conversely, then in the commercial world, taking those artists that have a voice that really wants something to say you can tell me I love this because I pride myself on reaching an audience that is underserved. And we like Patti talked about the children's theater, we started a sound so like oh theater for children. No, no. Here's what we did. We actually got there all of our Broadway friends. We created professional shows and all we did Alex as we went to the inner cities of at risk communities and gave professional theater experiences to only pre K to second graders and at risk community how niches that that's fairly niche. It was such a unique audience that we wanted to serve and we were able to also support a lot of young artists out there that were trying to get their started in the business. So kind of go to Broadway as an example give you a broad example my first Broadway show, you probably know the movie A Christmas Story, of course. Sure. So with Ralphie and leg lamp and all that shoot your eye out. Should we all? So that's right. In fact, guy played Ralphie Peter Billingsley, you may know from the film world, he was my partner on that. And we put up the musical on Broadway with multiple Tony nominations. And we got a composer and lyricist out of University of Michigan bench pastic and Justin Paul, that, as you may know, went on to do lala land and, and, and greatest showmen dear Evan Hanson. So again, discovering young people and helping a demographic that looks like they're there. They're on the outskirts that that they do need some representation. I think that's where Patti and I have found our lives leading in that world. So that's that's kind of, you know, our background.

Alex Ferrari 5:53
Now, Jerry, I just had to ask you a side question. I've always been faster because I don't know a whole lot about Broadway, I have talked to a couple of Tony Award winners on the show. And, and I've talked to a couple people in Broadway, when I see these shows that could pop up every once in a while, which are based on movies. Some are, you know, some, you know, do very well, some don't. But I'm assuming that they're in Broadway, they're trying to tap into an existing audience that knows the property, the IP, it's very similar to what studios are doing with films like The you know, the grab a book, they'll grab a comic book, they'll grab something that already has an existing audience. So something like, obviously, Lion King is a great example, or any of the Disney shows, I remember when Lion King showed up, everyone's like Lion King, watts. And then, of course, it's still running, and it's made a couple bucks along the way. So it's something like the Christmas story is really interesting to me. Because, you know, it's a, it's not a, it's a classic, but it's not, it wasn't avatar. So it's a classic film that has an audience to it. But I guess when you and Rafi put it together, I'm assuming you're trying to tap into that audience. And it's in that as far as the business side is concerned, again, just trying to understand the niche audiences and how you're how you're approaching it.

Jerry Goehring 7:07
That's a very good question. And one I've talked about a lot through the last 10 years, you know, it seems so simple on the surface, hey, let's get an IP property that is branded already it has an audience, and they're going to come because they don't have to worry about as much about having stars or having, you know, huge, great reviews, blah, blah, because some of those don't work in the professional world. But Alex, there's the flip side of that, when you have an audience that is absolutely devotees, and your fans have an IP property, and you want to change that property, you know, you're kind of playing with fire a little bit, right? So here's what I've learned. And and A Christmas Story is a great example is how do you take the essence of an IP property that that is, beloved? And how do you change it to a new medium? Retain What was special for all the fans, but I'll take it to the new medium, like live musicals on Broadway, and how do you enrich and enrich what they and deepen what they love without tearing it apart? And still giving them what they expect? It's a very, very fine line to Krishna is a great example. For us to get to Broadway. We took five years and put it up year after year and changed it and nuanced it to make sure we could hit all those hot buttons. So niche audiences can be really tricky.

Alex Ferrari 8:23
Now, is there a song called you'll shoot your eye out? I'm just asking. Thank you. I just see that was as a fan of like, if there is not a song called you'll shoot your eye out, I you're not gonna have my money.

Jerry Goehring 8:36
Or niche audience expectations.

Patty Carver 8:40
I have to say Jerry, really was a champion of staying true to that story. And making sure that that book reflected the movie and captured the essence. Because it's easy to let that stuff go when it goes to another medium.

Alex Ferrari 8:55
Yeah, it's it's it's I mean, that movie is such a such an interesting case study. Because it did not. If I when it came out in the 80s. I remember saying it was 82. So right so wasn't a monster head. Even when it came out. It was a very male, the box office, it was a very slow burn of a film. And now it's beloved. I mean, it's like now they're they mean just the merchandise alone every Christmas you see those lamps with the leg and, and the outfits for hollow. I mean, it's insane.

Patty Carver 9:28
All over our house.

Alex Ferrari 9:29
Yeah, I'm sure. Thank you. Thank you there. For everyone listening. He just, he just focused the camera onto a leg lamp from the Christmas story. So but yeah, it's it's so which brings us to our conversation today about saltbox now, you know, I wrote a whole book about niche about that's the future of independent filmmaking. That's the future of filmmaking in general for the independent, because if you, you know it'd before in the 80s and in the 90s In the 80s, literally, and I've had this conversation with multiple filmmakers from the 80s, that like if you just finished the film, it was sold. It didn't even matter if it was good or not. If you were able to get 35 millimeter settled, Lloyd edited and put in a can, it's not gonna make money, like it can be sad to be good, but had a shot, you would go into theaters automatically, because you were one of 50 people making movies that year, as opposed to now that there's 1000s and 10s of 1000s of people creating content at a very high level. So now the barrier of entry is not technology, which it was before. Now its audience and finding that audience. So saltbox is such an interesting concept to me. So please tell me what saltbox is, and how was it born?

Jerry Goehring 10:50
I'll throw that to Patty. Definitely. This was at that very beginning.

Patty Carver 10:54
All right. So when COVID happened, we were shut down. I mean, we and I was completely unemployed. And we decided to, you know, since everyone was going virtual, and I was specifically concerned about the older adult communities that were in my database, because I had like six months sold out. And like everybody called me within 48 hours saying, you know, canceled for the time being, yeah. It was really crazy. And of course, not only that happened, but but Broadway went dark. The West End

Alex Ferrari 11:30
Once a generation, it's like once in a generation. Yeah.

Patty Carver 11:33
Yeah, it was just unbelievable. So we had this idea to film, my one woman musicals that had been doing live and offer them to them as a virtual option to these senior communities in my database and beyond. started calling communities one at a time, it started, it became really clear really fast that people needed more wanted more than just a baddie Garver show. They needed all of these activities, directors and communities were being thrown into this frying pan, this virtual frying pan, many were not tech savvy at all. And they were suddenly I mean, having to, you know, do all this virtual programming. So I went home one night, especially after one conversation, in particular with a, an activities director who was exhausted, they're on quarantine. And she said, I would love to purchase your virtual shows, but I don't have any time in the day. Right now. All I'm doing is bringing food to my residents doors, and arranging facetimes with their families. And, you know, I went home that night, said to Jerry, there should be a channel for senior communities, for older adults, especially now when they're so isolated, and quarantined and away the whole world is, but they are that much more. And so the next day Jerry started, we all we both started calling our theatre colleagues, and Jerry in particular, and started the ball rolling with saltbox. TV. You know, as the first phone call started happening, everybody was saying it was a good idea. But it wasn't just that people really wanted to help us. And in particular, older adults that we were reaching out, that were in the industry wanted to help one because they wanted to help but also because they want to work to to, they want to work. And, you know, it was an it's been an interesting journey. Because we're not just becoming a platform for older adults, in many ways. It's becoming a platform by older adults for older adults. And, you know, the interesting thing that's additionally happened is multi generational thing, or intergenerational thing where, if you're an older adult, you're in your 80s and 90s, and might not be tech savvy, your grin son or granddaughter can help you hop on Roku or firestick and get the free app. But I know I skipped a lot in between there because you know, there were celebrities Jerry that the first celebrity that stepped forward to help us a spokesperson was Ed Asner Bless his heart. Yeah. And, you know, he sort of opened the door to a whole bunch of other people that said, whatever you want to, if you need help, we'll help you. So yeah, and, you know, we hired some gerontologists to help with the structure the website with you know, colors and font sizes. And very early on, we realized that older adults They're not going to go on if they have to log in, or put their email in, or remember a password. Even my mom, who's our biggest fan wouldn't go sign into saltbox if she had to leave her email, so we were like, it has to be click and watch. It has to be free. And it has to be clicking watch. And that's what we are. And so we can very, we can we can say to people, you know, just click and watch and it really is that it's easy.

Alex Ferrari 15:29
So you want so you obviously, you went for a VOD platform and advertising video on demand platform as opposed to a T VOD, or s or subscription based video on demand. Was there a conversation early on to make it instead of making it subscription, making it a VOD, because, you know, a lot of people think that subscription is the key to everything, but from my understanding, and from my experience, and my my knowledge AVOD is where the money's at right now, for filmmakers and for content creators. Because there's no barrier to entry. There's no monthly fee, we are subscribed to death right now. There's so many subscriptions that we have going on, and being able to just click and watch, especially the generation in a niche audience who's so used to television from like, you know, that's just, oh, it's commercials. Okay. As opposed to, as opposed to 20 year olds. We're going oh, God, commercials. And I'm like, You think commercials are bad. Imagine having to wait for that next episode a week later? Yeah, right. Right. Yeah.

Jerry Goehring 16:35
You know, Alex, we actually, in full disclosure, we were when we first started with a summer of what Patty 20s When we really got rockin July of 20. So we've been doing this about 18 months now. So we're like Nunu. We were like, Yeah, I'll pay 499. My first business plan was just changed like 1000 times since then. Was that's fine.

Alex Ferrari 16:54
Sure. Because that's the mentality. Yeah,

Jerry Goehring 16:56
Right. I can see the money. It's easy subscriptions. Yeah, I people, I can market to all that good stuff of capturing information, blah, blah, blah. But then what as Patty mentioned, we learned quickly that this particular audience is not going to do that no credit cards are coming out. So

Patty Carver 17:11
We owe 499, a month for this audience.

Alex Ferrari 17:13
No, in that's the thing that's so fascinating about you. Because you know, when you talk about it, I noticed a few certain few key terms there that were very insightful, which are that you were looking at font sizes, you were looking at color schemes, you were doing a deep dive into your audience and really providing value to that audience where so many filmmakers or even businesses, they'll just launch without even thinking about their audience. They'll even they'll write a story. I mean, the same thing goes in theater. I mean, I'm assuming he's a you don't just throw up, hey, let's go put on a show. Let's go spend, you know, obscene amount of money. Let's go put on a show. And hopefully someone will show up there is there was really a good amount of thought put into I mean, even hiring those specialists to come in and and guide you on that it's really very straight very forward thinking.

Patty Carver 18:03
And you know, what, Alex, this audience that we're talking about, we're talking about it with, as if they're a niche audience, but they're huge.

Alex Ferrari 18:16
They're huge, nice. They're huge.

Patty Carver 18:20
And they're, I mean, as far as Geryon are concerned, and they're a neglected demographic in so many ways, and dismissed in so many ways. And, you know, they deserve a font that they can read.

Alex Ferrari 18:36
And also, I mean, they deserve also content that they could that that they're going to connect with, because I mean, look how many look, everyone's not going to be 20 and 30 years old for the rest of their lives. But according to Hollywood, that's what we see. You know, and I'm, I'm not 20 or 30 anymore, in a case, and now it's a lot better than it was 1015 years ago, now. We're seeing multi generational stories, stories for women, women that are not 20 You know, these kinds of things. And I think that, you know, the smartest, the smartest business people always look for the neglected audience that neglected customer underserved. And that's when when this came across my desk, I was like, okay, these guys got it. And I'm like, I can't believe no one thought of this. And then I went to your Santa Ed Asner, who, by the way, I had a short meeting with on a set one day, I was visiting a friend shooting film and I met him. He was the sweetest man. And he was like, he was busting my balls within the first five seconds of meeting him and he was, oh my god, he was so great. He is so so great. But having someone when I saw it as I'm like, okay, these guys get it. They got it. They understand who their audiences. Look at their spokesperson, look at the way the health thing is set up. It was really well. Well, well put together.

Jerry Goehring 19:52
Thank you. We learned a lot as we looked at content, you know, and we learned a lot of times we were completely 100 100 180 degrees wrong. And what we thought as an example, if you go to the site, you'll see that we have, we have cultivated content. So it's always a one stop shop. Yeah, you can get classic movie and TVs, you can also get lifelong learning and be wiped if you're somebody in your family has dementia, there's all kinds of programming to how do you deal with that? How do you Oh, there's all the way to chair yoga for older people. But what here's what I learned is that, as I mentioned, the very beginning, we love young artists, we love new, we new love creep young creators, so we automatically don't go for, you know, the huge blockbusters, we can't afford them anyway. We go for the for the artists that are looking that had this great piece of content, be it you know, 30 years old, or brand new, that come and we put them on our site, we since we're Avon, we do a revenue share deal. So everybody's in the same pod, very standard. But what we learned, I thought people would come because they want to learn about they want to do exercise, want to learn about dementia care, whatever. And then they would stick around and see all all this great entertainment. It's actually the other way around, is everybody wants to get be entertained. And then they're like, Hey, wait a minute, you have this also for my community or for a house. And it just goes to prove that even though you may be 75, you still love the same things you did when you were 25?

Alex Ferrari 21:18
Oh, there's no question. I mean, I would have to ask you. So right now, your current demographic was raised on the Andy Griffith Show. And in Sanford sun and the you know, and I Love Lucy, and those kinds of those things. So when Generation X, which is my generation gets to, is saltbox going to move with it? Is it you know, is there going to be a Gen X, you know, channel, that's which I should create one right now, because I would love to watch a Gen X channel of things just in the 80s 90s. But it's still, there's still plenty of it out there. But like, but you know what I mean? So is it going to be moving along with, you know, the, as far as the generation and the audience because the audience will change? Because I I know of Andy Griffith, I watched it when I was very, very young, but it's not a show that I'm gonna go watch. But if you throw on, you know, different strokes or friends or, you know, a team or night writer, those are the those are the shows that I grew up with. So is that something that you're thinking about as, as your population starts to change as your audience starts to change?

Patty Carver 22:21
Wow, I hope we have that. I hope we have this problem.

Alex Ferrari 22:28
Like, oh, God, it's just too much money.

Jerry Goehring 22:31
You know, what we talk a lot about athletes is, is the term aging up, right? Because even if you look at 65, plus now, what 65 year old and 95 year old, have different entertainment expectations, and even kind of community learning opportunities that that they need. Now, that generation, let's look at 75 and Plus are maybe not as tech savvy as perhaps a 50 year old is, but at the same time, there's a lot of smart 75 year olds out there. So there's we're already in a mixed group of people and their abilities and access to online streaming. So right there, we thought we can tell you where our niche challenges are. That's where they are. Now you look 10 years down the road, that's gonna start to change all the people like Patti and I, we just cut the cord a year ago, we're still kind of dealing with all that we can't just turn on, you know what we want. We're used to it. But in other 10 years, people are like, I cannot believe I described subscribe to a cable channel. How archaic is that? So we are not only thinking about that, but we're actually thinking right now, with our multiple mixed ages and our audience that we're reaching to how do we age up and then look back to the Gen X to the the 50 year olds like us? And how does all that mix together so we can have a business plan that can go forward?

Alex Ferrari 23:48
Yeah, and that's, I mean, I cut the cord, probably about five years ago, probably I cut the cord. And, and then I've never looked back. And every time I move or something, of course, I got to talk to the cable guy. Well, you know, we could do this. I'm like, Dude, if you need to just stop. Or I had DirecTV forever, and they're just like, Well, why don't we uh, we could give you the sweet deal. Like, there's no sweet deal, dude, it's over. I'm probably paid the exact same thing. If not probably more with all my subscriptions on on the apps, there's no question but the ease of use the technology of being able to record everything all the time and have access to all of it at all times, is something that is just priceless in the world. But now, how did you guys develop the technology? Did you use it? You know, are you did you develop it yourself? Did you work partners?

Jerry Goehring 24:38
Uh, yeah, we reached out and made some partnerships with some of my friends in Broadway. So there are some Broadway streaming services out there. We've been friends for a long, long time. So we kind of went in and shared the cost on coders and you know, kind of build it from the ground up. So this is not a template format. As Betty mentioned, we wanted to make sure that we could have a viewer could change the size of font if they need to see you later. You can go on on the homepage and change the size of the font. You can do colors, all that stuff that we worked on all that had to be put into, from from day one. So yeah, we basically are all about partnerships in our world right now.

Alex Ferrari 25:13
I know that I know the feeling. And partnerships are much more affordable than cash out out of pocket.

Jerry Goehring 25:21
Everybody wins. You know, we all bring our, you know, air in front and makes filmmakers and TV makers out there. They're, they're bringing projects to us, because there's a need for all of us. We need great content from artists, and creators. And these artists and creators need as many just distribution channels as they can get.

Alex Ferrari 25:38
There was a filmmaker story, I heard that they directed a documentary about sanitarians, who were at the Olympics, like the Olympics Antarian that, you know, the that that was something like, yeah, yeah. And they, they, they tried to do the normal thing, and it just didn't work. So they will actually went out to these communities, and toured and toured and sold licenses. And they made over a million dollars. Just just like it went to I think they went to a convention. And you guys probably know that convention where all the they all get together to buy content. Right, exactly. So they went in, and they said that in the first, that weekend, they sold $380,000 worth of licenses, just because because there's such a lack for this demographic for this, this niche audience. And it's not like I think we say niche, but we're talking about, you know, 65 and older, there's a few of them. The baby boomer generation is you know,

Jerry Goehring 26:42
Yeah, no, is totally the largest demographic in this country. All those all those baby boomers are over 55. Now, and, and that's it. I mean, we talked about advertisers Guess who has the most disposable income, baby boomers over 55.

Alex Ferrari 26:56
I know, it's and that's why 499 should have made sense. But it didn't.

Jerry Goehring 27:04
You know, what, what's very interesting to me, is that as we look at at to the financial landscape of all of this, that Hollywood does truly, truly focus on the young person. And I get that our kids are in their mid 20s. And they're, you know, they're they do their thing. But there is such not only a market for the for the content, but there is a very huge potential market for artists to be seen by millions to make money from that, and revenue share deals to find a new way to get product out. And to get all these amazing stories that are being told at a high quality and you brought up Alex, there is opportunities out there being created all the time, like saltbox. TV.

Alex Ferrari 27:44
Yeah. And I mean, I was just shocked that no one had thought of this, and no one had done it the way the you guys are doing it. And you obviously considered the technology barriers for your audience, you you you are very well aware that they are not I mean, if if my parents are any indication, they, they I mean, texting was a thing. You know, and like, email was a thing. And God forbid, my father's like, next time you come over, I need you to set up Apple TV, because it sounds really good. But I it because I he loves it when he comes over to my place. And he's like, wait a minute, I watch baseball all day. And like, yes, you can't how much? Is it? What, um, you know, like, but there's that technology barrier. So you guys really thought about that. And again, you know, filmmakers listening now thinking about your niche audience. I mean, obviously, we're talking about a streaming service, which is different than a piece of content. But concepts are still the same. Thinking about your audience and thinking how you can get your product to them. How it can serve them is something that should be upfront, when you're thinking about this. Do you agree?

Jerry Goehring 28:55
No question. I'll give you one less example. I see. Patti wanted to add to that. But when we first started, we said we're gonna take our first two years, and we're still have like six months left. And we're not going to worry about advertisers right? Now let's build our base, we'll just get some investors. And we'll just pay for this the old fashioned way, right. And then we're still doing that. What we did, what we wanted to do is get into these markets so we could actually get real feedback and build our base. So what we started with your point to get to senior communities where they all live together in a community, and they are all in service with content from one provider, and there's a many providers out there. Like right now we're in over 5000 communities nationwide, and each community has two to 250 people in it. Because they we know they can actually watch us because of the technology in those communities. And of course, we did OTT platforms and all that, but that's going to take a while be patient for that to grow to eight people to age into that. So you hit it right on the head. It's about technology and finding the lowest common denominator. How do you get this to them?

Alex Ferrari 29:58
Now how did you What is the marketing plan for this? Because I'm assuming you don't have the $200 million for marketing that universal does for their next Fast and Furious thing. So how I mean, obviously, you had a database, and you knew this audience very well. So I'm assuming that's what you tapped first. But beyond that list, and beyond those original context, how are you planning to reach that audience? What are you doing with that?

Patty Carver 30:22
Well, we're talking to you.

Alex Ferrari 30:25
Well, I'm not sure my demographic is going to be going into salt box. But hey, listen, I have no idea who listens to me sometimes. But, but other how other ways are you doing it?

Patty Carver 30:39
Well, I just have to say, we're doing any, you know, marketing press opportunities that we can at the moment. And we're doing that all the way to giving up postcards, one person at a time, I'm actually doing that going to communities, live gigs are happening again. And I've been to, you know, I go to lots of communities again, which thank goodness, and I'm getting way up, I'm sorry. No, no, no. I'm just kind of just saying that we're really it's a big array of things right now a great big puzzle of different marketing puzzle pieces right now.

Jerry Goehring 31:17
But that's the partnerships for a second, Alex, let's think about, we're not the only ones out there that want to get content to this audience. They want to bring this audience in, right. And so the streamers of various sizes from a tiny new place like us all the way up the chain, are looking for partnerships are looking how to share content, looking at fast channels, looking at linear looking at different ways to get out. I think, ultimately, that's the answer. You're right. We don't have 200 million or two USA Today, ads, and AARP ads and all this stuff that costs so much money, we are going to continue partnering and with other like minded streamers, not only to get our content out, but to also create content together, we're in multiple deals now in pre production to start creating our own content, bringing all of those people together, and telling stories and filming and creating. And we are not doing it by ourselves by any means. And so honestly, that's the truth. That's how we're getting the word out because there's a need, and other people are seeing it too, that have a much have many more eyeballs than we do and a much broader reach than we do. And the same need.

Patty Carver 32:21
Yeah, one of the one of the ways we when we first started gathering content when we first began this, you know, the obvious is movies and sitcoms and documentaries. But we also went surfing YouTube, and finding content providers with big followings. And we just reached out to them, we just got on the phone and found them. And we ended up in some really wonderful partnerships with for instance, tip us know who's like the rock star of, of dementia care. There's a guy and she has hundreds of 1000s of followers on YouTube. And you know, it's a win win, because people see her on saltbox, that directs them back to her site. And it just, it benefits everyone. There's a guy named Greg Pickens who has a show called Finding America, he travels, he travels across the country, with his metal detector. And he digs and he finds these treasures. And he's got a huge following. And he has recently joined us and, you know, we have like 10 of his programs on saltbox. And when you go to salt bucks, you're also directed back to his channel. And, you know, we have that type of partnership with so many content providers, who, especially at the beginning, really kind of took a leap of faith in this new this new company called saltbox that wanted to, you know, do a 5050 Revenue Share, and, you know, partner with us to air their content.

Alex Ferrari 33:54
And that's the thing that I that's interesting about your specific audience is that you can't buy Facebook ads. You can't buy, you know, YouTube ads, you can't do traditional even content marketing is not something that your audience, you know, is not looking on YouTube, or looking on for articles about things generally speaking, I mean, obviously, it's different, but generally speaking, so I think the for the lesson for filmmakers listening is that you are going at the at the at the street level, and partnering with other audiences, which is something I talked about in my book, you go where the audience is, you partner with those people and then try to tap into that audience and try to provide service to them and they provide service to you. And that's much more powerful. I think then Facebook ads, if you if you're able to partner with someone in your niche who's a rockstar in your niche, that's so much more powerful than spending $100,000 on Facebook ads and hoping that someone will click on it. Is that fair?

Patty Carver 34:53
And they bring the passion to that they we had the same mission.

Alex Ferrari 34:58

Jerry Goehring 34:58
Yeah. And what's interesting too Here's what we're discovering on the aging up topic. And this marketing is that, like you had mentioned, your, your parents had enough parents are the same way, maybe a little older than yours. But the same ideas that we're finding that those older adults that truly maybe get a little lost in all of this. The kids or the grandkids are under our understanding that and they want to help their parents or grandparents to be more connected, and then starts connecting families, Mrs. Getting called kind of heartfelt now that we're seeing that happen, we're seeing, honestly a marketing opportunity we didn't anticipate, which is our kids and grandkids helping older adults have access to this content.

Alex Ferrari 35:38
You know, it's so funny that some of the content that is is aimed at your demographic, let's say a show like The Golden Girls, which is a show that I watch, but then Millennials love. And I was I was watching it. I was watching a show like that in the 80s when I was a teenager, I was like I love The Golden Girls like that's one of those shows that like Connor that just jumps through generations. So it's it's really interesting.

Patty Carver 36:07
It's a good story, and it's well done. Everybody loves it.

Jerry Goehring 36:10
Yeah. Look at Grayson Frankie right now. Oh, guess who's watching it.

Alex Ferrari 36:15
Oh, god. Yeah, it's I can't I mean, yeah, I upset I'm obsessed with Grayson, Frankie. I mean, I'm obsessed. My wife and I started watching it. We're like, we are obsessed with this show. Lily Tom and I just hope before the series ends, that Dolly Parton just makes a cameo, please just please bring dolly in. Please. Please, please.

Jerry Goehring 36:38
We agree. Go Dolly.

Alex Ferrari 36:40
Yes, exactly.

Patty Carver 36:43
Now, how do you not I just got word that Dolly Parton is going to make a cameo on the last episode. Okay, have a Achille here.

Alex Ferrari 36:52

Jerry Goehring 36:55
We're all learning this together, Alex.

Alex Ferrari 36:56
Well, you heard it here. First everybody Dolly Parton is gonna be on the last episode of grace of Frankie. Well, yeah, there's only a handful of there's a there's only a handful of episodes left and I'm sad but it by nose. And going off topic just for a second. There's no reason why Grace and Frankie should have succeeded in a platform like Netflix. For as long it's like the longest running series in Netflix history like has the most seasons of shows to my knowledge. I mean, even said, yeah, there's there's no other show. I think even Orange is the New Black stop that five or six. So that that it's that makes no sense. Like on paper, this makes no sense. But when you watch it, you're just like, Okay, this this is good. It's just as good writing good performing. I mean, it's, it's amazing. And a question I have to ask you as well with the the A VOD platform, how do you get advertisers? Because that's always a big problem with with with a VOD platforms unless you're tap into one of the big boys like a to b or something like that. How did you bring advertisers in? And how do you you know, get as much as you can tell me, I don't want to get any proprietary stuff out?

Jerry Goehring 38:07
No, I'll give you heads because we had to learn this again, theater people, we don't go out and get commercials, you know. So learn, learn how to do it. So here's here's what I learned a lot about programmatic advertising, and learning how that works in the digital world. And you know, our site right now has no advertising on it, it will start July 1. So we're still just self funding this whole thing. But we are now working with programmatic advertising firms out there that do this work. And then we are coding their their work into our our underbelly, you know, so all of our platform will have full systematic integration of programmatic advertising. So then we do the revenue share, and they're a part of that. But then our goal is over the next five years to start phasing that out having our own sales staff having our own nobody kind of phasing that out. But right now, there's resources out there, because everybody sees this burgeoning streaming market exploding. And there are advertisers that want a specific audience in a specific area, that country of a specific age, oh, programmatic advertising gives that to you.

Alex Ferrari 39:16
Perfect. Yeah. And it's, I mean, I get it through podcasting right now. So as you're listening to this podcast, I've heard that there's been ads that have been local to that specific area that they're listening to the podcast. And as opposed to I mean, there's some general market stuff like a McDonald's or a Honda or something like that. But many times it's local advertising. And I found out when I moved from Los Angeles, to Austin, my ads, I start hearing Austin, local Austin ads, when I'm listening to my, my own show, to test it. I'm like, Oh, okay. So even then, through my through my, my provider, it does that too. So I think we're still getting we're still in it's in the infancy of AVOD very much So very much the infancy of a VOD, and it's getting better and better. But we'll get to the point where, like anyone almost I can't say anyone can get an S VOD going because it's not does take a little bit of there is a barrier to entry to that. But generally speaking, it can still be done where five to eight years ago, if I said I'm going to if you guys said I'm going to open up saltbox it would have been the technology would have been a major hurdle on cost and putting it all out there and everything like that. So yeah, that's that's it. There's, there's a will there's a way without question

Jerry Goehring 40:34
That our our ignorance has paid off, because I don't know how how to do it. So I just do it.

Patty Carver 40:40
Really, it's not and this this programmatic advertising is not my world at all. And I just, I just look at it as this magical thing where you know, that the right advertisements appear before and after, and it's all good.

Alex Ferrari 40:58
Right, and it's all tacked in, and then some, some Gremlins, some sort of Gremlins inside the computer, do it for you. And that's it, little elves or something. And that's it, and then check shows up, it's just fantastic. Um, so it's kind of like residual payments for television or films, like all of a sudden, like, if someone's doing something someone's tracking something, I get a check. It's fine. It's nice. Now what's in your so where do you see the saltbox? In the next 5 10 years?

Jerry Goehring 41:32
I'll take that. Should I start?

Patty Carver 41:34
Well, you know, I, I see it growing. I mean, I we're gathering momentum, I see it growing. And what I'm most excited about is the opportunities that are happening for our in house productions. I want stories by soapbox, TV, that right? On the horizon for us.

Alex Ferrari 41:59
I mean, Netflix figured that out a little bit ago. Yeah.

Jerry Goehring 42:04
I mean, there's only so many I Love Lucy, as you can put up and people will come we need destination content, to be quite honest, we need to go we're used to creating our own shows from scratch on Broadway. So now we're working with the same and more artists from a different field from electronic media. And we're meeting new people every day. So those listening, feel free to reach out, you know, look at this all but we're look we're looking for always to partnerships and content. I think my main goal is to continue cultivating the content for this aging up audience. I mean, right now, in a year and a half, with really no experience doing this, we have almost 400 pieces of content up right now. And more and some have multiple episodes, we're talking well over 1000 pieces that are on our site right now. And we are just now starting to produce our own and work with other production companies to make that happen. So yeah, let's see where it goes.

Patty Carver 42:57
I want to add to that, Jerry? Um, so yes, it's, it's going to grow, it's going to be great. And I'm so excited about all the possibilities to produce softbox productions. But for me, also, the mission will always be to be a resource for communities. soapbox TV started out as a as a resource for communities. And of course, there's such a broader market out there. But that will always be something that's extremely important to me to reach those activity directors and communities that can use saltbox for any number of reasons.

Alex Ferrari 43:39
And, and there's a lesson there for filmmakers to listen to is is is always think about your audience, and not about the money. Now, if you're when you're making movies, and you're being a filmmaker, yeah, you've got to do you have to be financially responsible. But if you don't lead with being of service to the audience, whatever that story might be, look, Marvel does it probably better than anyone else? Disney does it probably better than anyone else, whether you like or hate their films, they're doing it a pretty high level, and they're reaching their audience and they're paying off their audience. It's paying off for their audience. I still remember watching Avengers endgame. And after 10 years of stories, ending with that story, how it just brought the entire audience together and I'm their audience. So it might not be someone else but it but what they did is they did think about how to really touched their audience in a way that a lot of Hollywood productions and a lot of filmmakers don't think about, think about what's hot, like you know what's hot right now salt, like Asian Americans, yes. And if that's that's where the money is, we got to throw things in there. But if there's no heart behind it, it will fail. I feel

Patty Carver 44:46

Jerry Goehring 44:49
Agree. Yeah.

Alex Ferrari 44:51
Now I'm going to ask you a few questions. Ask all my guests. What is the lesson that took you the longest to learn whether in the entertainment industry or in life?

Jerry Goehring 45:02
Oh, woof. Pat, do you have to go first now? Oh my goodness. Alright. So from the heart on this one is that someday we're all going to be at that moment where we're no longer here, right? You're gonna have a little time to look back and think, you know, you can think of the things first you want to think about the family, your friends, all of that, and then think, can I make a difference? What did I do to help people? What did I do to take what little skills I have, in this case bringing artists together? And did I make a difference? Did I help somebody with what I did? Or was it all just self absorbed, make money, a lot of the story, I'm just determined to make it for other reasons. I learned that as soon as I have a project that is driven like that is driven by an investor or a partnership, that is only seeking the return. That's when it fails. And if there's not somebody that at the top, that trickles down with passion and artistic integrity, and a reason for doing it, that is not worth doing. We've learned that multiple times through the years and we get keep getting reminded that. So there you go.

Alex Ferrari 46:23
That's a great lesson. Great, great lesson. How about you Patty.

Patty Carver 46:29
Mine short and sweet I think always be willing to change the plans. Because the best laid plans are good. Always gonna be a good one. Yep.

Alex Ferrari 46:44
So you made it. So you need to tell me that things don't go as planned in life. Is that Is that what you're saying? Cuz I, I mean, everything I've ever planned. It came out perfect. I don't know what you're talking about. Oh, come here. Oh, my God, when you're young, you think Oh my God. And when you're younger, you think that everything that you're planning is exactly, it's gonna it never happens, exactly how you plan it. And most most of the times even when it's it's bad. In hindsight, it was good. I've always found that even the worst things have happened to you in life, somehow is something that needed to happen or, or, or was meant for some sort of good and I know that's hard to accept sometimes for people because I went through some I got shrapnel. I've got a lot of shrapnel, and I'm sure you guys have shrapnel as well in the in the business? Yes. Not easy. Not easy at all. Now, um, what is the? What did you learn from your biggest failures, artistic or business wise?

Jerry Goehring 47:48
From saltbox, or in life?

Alex Ferrari 47:50
In life? Well, saltbox is still there. So I'm assuming we're still good. Well, let me rephrase that question. What was the biggest lesson you've learned so far from launching saltbox?

Jerry Goehring 48:03
I'll tackle that first is that you get pitched by so many people, and so many people that have decades of experience in this business. And they only see it one way, you have to do it this way. We've always done it this way. It's how Hollywood works. Know how Hollywood works. So when I come in and say, here's how I do that, here's how I'm going to do this. And the lesson I learned from that, because we tried stuff the Hollywood way a couple times. And you know what, it was a miserable failure.

Alex Ferrari 48:32
Mm hmm. Shocking, shocking.

Jerry Goehring 48:34
I know what I'm just gonna kind of do what I know. And do it the way I know how to do it. And if it's not your cup of tea, then Thanks for calling.

Alex Ferrari 48:44
Very good answer. Very good answer. You want to add anything Patty?

Patty Carver 48:48
Um, yeah, what I've learned through soapbox right now is that I have to say, you know, when we started it, it's a great idea. But you know, not, you know, there are so many great ideas out there. What I've learned is that, yes, we can do this. Because we it could because we were a couple of theater people that just dove off a cliff into this new media. And really, and Jerry talks about, you know, ignorance is bliss. It really is true, because ignorance is bliss. And it allows you to pick up the phone and, you know, call somebody that, you know, you know, you wouldn't otherwise. And actually I tell the team here sometimes, if we have an interview, don't tell me too much about this because I don't want to I just want to go talk. I just don't I don't want to know. Anyway, but I also and this kind of piggybacks off of what Jerry was saying. I go with my gut, my intuitive feelings about things and from the get go, I've also been saying that I have just a really good feeling about this. You know, coming into the office and you know, and just day to day stuff and finding a balance.

Alex Ferrari 50:07
That's great. I mean, I was I was completely agree when I picked up a microphone six and a half years ago it started a podcast. I didn't think I would be here that's for sure. My best laid plans were not this and it's so much better than what I ever thought of. So it's been I've been blessed in that sense So ignorance many times is bliss. And last question, guys, three of your favorite films of all time.

Jerry Goehring 50:30
Three Oh my goodness. Okay, Patty. You go first on this one,

Alex Ferrari 50:34
Whatever comes to mind

Patty Carver 50:35
That can can we go back and forth?

Jerry Goehring 50:37
Oh, sure.

Patty Carver 50:40
All right. I like Shawshank Redemption.

Alex Ferrari 50:43
That's my number one. Thank you so much. It's it's it's it's the it's it's the best one of the best written scripts ever and one of the best movies ever and I can watch it a million times and sorry, everyone, everyone who's listening knows my love for Shawshank.

Jerry Goehring 50:58
I know we'd love to work with Morgan Freeman. Just putting that out there.

Patty Carver 51:03
Jerry your turn.

Jerry Goehring 51:05
All right. I've got to say love Scorsese. So I'm going to go with that's a good skirt, the Goodfellas.

Alex Ferrari 51:14
Goodfellas good film can't complain.

Patty Carver 51:18
Silence of the lambs.

Alex Ferrari 51:20
Wow. As you hear the nice kind voice silence of the it's like it doesn't it doesn't connect. It doesn't connect. But also, that's it felt like that wasn't that I didn't think that was gonna come out of your out of your lips. There was a nice,

Jerry Goehring 51:38
She's a tough one. Not me. See. I like Silver Linings Playbook. So you know,

Alex Ferrari 51:41
there you go. That That makes sense. And this next is going to go Texas Chainsaw Massacre. I think that it's a fantastic

Patty Carver 51:54
You know, I have just musicals in general. But I think my favorite musical because I have to include a musical. You know hairspray.

Alex Ferrari 52:08
Oh, nice. Nice. That's a fun movie. That is a fun movie. And last but not least,

Patty Carver 52:14
One more, Jerry.

Jerry Goehring 52:15
All right. I'm thinking I'm thinking, you know, since we're almost in that season, I'm going to say the one that I end up being only one of the house watching most of the time is It's a Wonderful Life.

Alex Ferrari 52:26
Oh, it's a fantastical I mean, not as good as diehard, which is obviously the best Christmas movie of all time. But No, I'm joking. Story, of course, obviously a Christmas story. But I've had I've had multiple conversations on how diehard is a Christmas movie. And it it we actually did the numbers we did research it actually is. It has more Christmas references that home alone does. Oh, you know, for like we did. There's a whole episode I'm going to really I'll probably release it for Christmas movie Jerry. And we actually talked to John McTiernan and to the writer. And both of them said, Well, yeah, it's a Christmas movie now. I love it. That's so great. Jerry, it has been an absolute pleasure talking to you guys. Thank you so much, much success with saltbox. And I hope the audience picks up a little couple of nuggets on how to approach niche audiences and how they can create projects and sell things to a niche audience. It is a very powerful idea and needs to be put out there more but I do appreciate what you're doing. So thank you so much.

Jerry Goehring 53:33
Thanks for having us, Alex.

Patty Carver 53:34
Thank you Alex



  1. Bulletproof Script Coverage– Get Your Screenplay Read by Hollywood Professionals
  2. AudibleGet a Free Filmmaking or Screenwriting Audiobook
  3. Rev.com– $1.25 Closed Captions for Indie Filmmakers – Rev ($10 Off Your First Order)

Free Training of The Week


How to Produce a Profitable Low Budget Feature Film

By Suzanne Lyons

Join veteran producer Suzanne Lyons as she shows you the three key secrets to produce a successful and profitable independent film.