Episode #44 - Dave Graver, COOL HUNTING
Hanna (02:30)
Hi, David.
David (02:31)
Hi there. How's it going?
Michael (02:32)
So cool to have you on our show.
David (02:34)
Likewise and I love that most people, when they hear I work at Cool Hunting, their first reaction is, wow, that's so cool. It is a call and response sort of word.
Hanna (02:43)
I love it, so cool.
Michael (02:45)
So let's start from the beginning. Uh, you've been in journalism for quite a while.
Was there a specific Eureka moment when you decided that would be your career path?
Michael (02:57)
It's a very good question, because I actually went to school for film and I thought film would be my future. And I graduated at a time where there was a job crunch in the film industry and a best friend of mine was working for Conde Nast and she opened a door and said, you should look into publishing because I think what you care about most are words.
And she was very correct. And I applied to Conde Nast, worked in corporate, switched over to Domino and fell in love with magazine publishing, and the speed with which it moved and the way you could help share ideas about new and cool and exciting things or ventures worth believing in.
Michael (03:42)
Well, speaking of cool. Now let's talk about Cool Hunting. For our listeners, how would you describe it.
David (03:49)
Cool Hunting is a lifestyle and design magazine that is internet only. We cover everything from music and fashion, to art, technology and travel. And it's all through the lens of design. We consider ourselves a design publication first. So, although I write about alcohol and restaurants, I look at all of this subject matter through design and what design means and design is just the decisions we make that go into everything we see around us and everything that we love.
Hanna (04:20)
What would you say makes a Cool Hunting story a Cool Hunting story?
David (04:24)
I love that question because I've written for many a place and I've been on staff at many places, but I think what defines Cool Hunting is curiosity. I imagine you work with many experts. And although I have developed some expertise with regard to whiskeys and watches, I'm really a generalist. And most of the writers at Cool Hunting are generalists in that they're writing about something that they are purely curious about. They are exploring topics because they are so interested, they can't stop learning. And they want to share that story. So I think people come to cool hunting to feel that passion and to get that inspiration, the same inspiration that we feel.
Hanna (05:06)
Uh, you know, we can feel your passion in your voice.
Michael (05:07)
So you're the Editor-in-Chief. Can you tell our listeners what you do in that rol?
David (05:13)
So, this is an interesting story in that I am first and foremost, a writer internally. I think of myself as a writer, before being an editor. I love words. I love playing with words and putting words into sentences and telling stories. And one year ago, or a year and a half ago now, I found myself in the role of editor in chief. And I think what it has meant, especially in the time of COVID working with a team of writers and writers, to listen, to pay attention to the world around us, find out the stories that people need to be. In ways that we can be telling them to the best of our ability.
So of course there are the old editorial mandates. I have to be conscious of voice and tone and what the publication represents as a whole, but it's also working with all of the individuals that make up some things that I love and make sure that they're all paying attention to the world around them.
Hanna (06:10)
What do you like the most about being Editor-in-Chief and also what are the biggest challenges?
Hanna (06:17)
I love working with writers. I love working with young writers, new writers, writers that are writing for a website for the first time. To onboard a new member of our team is actually my favorite thing in the whole world, to help teach them about the voice of the site in our style guide and listen to what stories they want to tell and how. Transforming the stories they want to tell into stories that are appropriate for Cool Hunting.I honestly live for that because storytelling is my heart and it's what I fall back upon all the time.
Hanna (06:55)
Are challenges you go through as an Editor-in-Chief?
Michael (06:56)
There are two challenges that I deal with. One I know you are acutely familiar with, and that's the inbox. Right now we're dealing with a means of communication that is necessary, and is functional to a certain degree, but we're not equipped with the tools to navigate our inboxes while conducting for the rest of our business, which for me is.
Editing and working with writers and then dealing with part two of what my problems and challenges are, which is the advertising side of this side. Emails are the gunk in between of all of the work that I try and do. So it is a constant challenge. But I always say to people, I never am ignoring someone. It is just an impossible task every day that I wake to, thousands of unsolicited emails and emails from loved ones and solicited colleagues. But that's, I think my biggest challenge, again, that's nominal and deeply personal, but I think personal in a way that everyone understands. With regard to advertising, that is something that we all also understand we are an independently owned website and we hustled to the best of our ability to stay afloat like everyone else. And last year was a very, very challenging for us, but this year has been very rewarding, too.
Michael (08:19)
What other criteria do you use for, uh, selecting the events and, uh, you know, new product launches and other things of that nature that you attend
Michael (08:21)
It's a mix of things. Having been doing this now for a decade, personal relationships in the industry often do encourage my participation in certain events. To step back first, at Cool Hunting, we are firm believers and you should not write about something unless you've tried, it touched it, shaken, it smelled it like all of the sensory attributes of something you need to feel and do in order to write. So that does limit the amount we can publish, because we require our writers to get hands-on with things.
That also means we're inundated with event invites. So personal relationships, of course, help to define the way I make my decisions, but I am also such a creature of heart and, um, spontaneity and I make decisions sometimes for other spur of the moment and think I would traditionally do this scotch whiskey event. But tonight I am going to go to this dive bar and experience what they have to offer, because they might actually need more support right now, then, uh, a global conglomerate.
Hanna (09:42)
And I think that's sort of like a common sentiment that's going on in journalism, that they want to support, you know, unsung heroes and smaller brands and things like that.
Hanna (09:52)
In fact, that is one of the big takeaways from last year. And one of the ways that we pivoted to meet our audience needs, we travel is a huge pillar of the site. With international being paused, we pivoted to road-trip stories and local travel stories, and even we're New York city based, so making use of the state and we found those stories were incredibly trafficked. Ethical, safe ways to travel locally or to travel safely by in road trips. That was a huge expansion on the site as were stories about charities and organizations that allowed people to be involved and preserving and protecting hospitality ventures they believed in, artistic institutions, they believed in. Those stories for us performed so well because so many people were home wondering how can I continue to support places that I want to go to, but can't go to, and I know they need.
I think, you know, the internet can be a really dark place and it's sprawling, and for Cool Hunting, we only review things that we like. If we don't like it, it doesn't make its way to the site. We don't write negative reviews. We try to be a bright, a bright place in a sea of uncertainty because the internet is vast and dark.
Hanna (11:25)
It really is. Nobody has time for negativity. You know, that's what we need. Most optimism. Lifting people up.
Michael (11:30)
We're all going through enough, we don't need to be pulling people down. Okay. So let's talk about a topic that's, uh, very close to our hearts and that is spirits. And, uh, you did a great story recently on the first edition of a Royal Salute’s 21 year Polo Estancia. So how did that expression? It seems very rarefied, uh, get on your radar?
David (11:56)
For I think the past five years, I have a story series where every week during the month of September, I do a deep dive on a Scotch brand or a Scotch product. And that started as a personal interest and expanded into an expertise. And I've been following Royal Salute for so long and had the opportunity to try Polo Estancia. And the profile was one, unlike any other I had tried and I thought I need to write about this, but this is an instance, had that not been provided for me from a PR colleague, I would've never had the access.
Sometimes the things that we write about are very expensive or very aspirational, and I'm very lucky that I have the ability to try them for the sake of context. And so that I could tell the stories that I want to.
Michael (12:48)
And we were also very jealous. You got the try that Glenlivet Generations, 80 year old, the oldest single malt, Scotch whiskey ever bottled.So what, what was that experience like for you?
David (12:59)
So very silly story. That was a remote tasting because for, you know, every reason we could possibly imagine there was no way to gather to try the 80 year old Glenlivet. And I actually happened to be in California for my college roommate's wedding. And I was, I didn't have my sample bottle with me during the viewing. So I watched the viewing from the hotel then grabbed my tasting bottle afterward, did a 17 mile hike in Yosemite. And from the top of the falls, I sat down and had the 80 year old Glenlivet, and I was able to photograph it. Photographs are very important for Cool Hunting. Every paragraph is broken up by, um, a very strong visual because visuals lead to share-ability. So to drink an 80 year old scotch at the top of your Yosemite Falls is a remarkable experience. And anyone that's familiar with Glenlivet knows space sides are not repeated, but this is an 80 year old liquid. This was a peated scotch of the utmost complexity. I was mesmerized. I was dazed of course, from the hiking, but it was just a profound experience. The kind that many people dream.
Michael (14:19)
So in the coming months, what stories do you think you'll be working on?
David (14:20)
Because we're a web publication if my schedule is light enough, you can tell me an idea and I can have that story up in three days. Now that it's most certainly a stretch, but is it doable? Yes. It's doable and stories do get bumped all the time. I mean, right now I'm looking at long lead stores for art Basel and planning art releases in December. And thinking about holiday gift guides. Coolhunting.com/buy is a huge traffic destination for the site. And that is simply a buy guide. It's actually not monetized. It's just stuff we believe in. If we can't do a feature story, we're like, let's put this product in the buy guide. Let's add that to the buy guide. And from that guide, we build feature stories that are thematically linked. So if there are products, there's always room for a product on the site. If it's cool and innovative and. Long, long term stories. I love to think about art. I've read a lot about art in the art world. So I'm always trying to scout new artistic talent and think about what I should be telling in the art world or trends, in the hospitality and, um, across bars.
Hanna (14:20)
Before we move on to the next subject. I do want to thank you for featuring our new book, the Japanese Art of the Cocktail in your buying guide. And guess what? A few months later, I will book just named Best Book of the Year 2021 by Barnes and Nobles. So thank you. And I know you are safe posting our book really helped to drive the sale. So we appreciate what you did for us. Thank you so much.
Hanna (16:02)
The book is so meticulously written, so thoughtfully considered and the photography is so engaging. It is a perfect fit for the site because the quality is there. And do you know, the subject matter is so exciting and so relevant. Who doesn't want the most masterfully made drink and try to bring that home. That's pretty awesome.
Hanna (16:24)
I have to say, Michael did a great job writing every sentence of the book and Eric, uh, he did a great job in photography, so we are very proud of it.
David (16:44)
Thank you for doing it justice. Thank you for bringing it to light in a way that I think it's a, it's a book everyone should have. I really do think so.
Michael (16:48)
Thank you so much. So what kinds of things should our listeners keep in mind when they pitch stories to you? Especially folks who perhaps don't have a professional PR team backing them.
David (16:50)
Most journalists and editors are inundated with things that are perhaps photocopies of photocopies of photocopies. I would say, including a writer or editor's name in the title, For David to David. Exclusive for David, is 78% more chance, more likely that it will receive a response because then that recipient knows that someone thought, okay, I've got him send this directly to David.
Then from there, it varies. I have had this conversation with other journalists and editors all the time. I love an introductory sentence and then bullet points. I know people who want one paragraph. I know people who upfront want seven paragraphs with all the information, so they can go back to email one and have all information right there.
I think most important of all aside from getting to me directly and putting my name and a title, perhaps mentioning exclusive is speaking from the heart. I don't need you to be like, how was your weekend? I saw you did this on Instagram. I would rather someone. I did this and I am so happy. I did this. I'm proud. I finally done this and I need your support. It's totally okay, in this time period, to ask for support, attention and help. And that's kind of what I want to do. I want to support.
Hanna (18:30)
Oh, that’s so beautifully said. And I think there's so many listeners of our show who are in our industry, we call them Newsmakers, and everybody has a great story and expertise and they're worthy of being supported. And so you being able to say to them that, I’ve done this, and I need your help and open that door for them. That's so beautiful. And that means a lot to us because there are so many people who can get help from you. So really appreciate that offering.
David (19:02)
My pleasure. And I think, you know, we've worked together for years now. You also know who reads Cool Hunting and as a seasoned professional, when you email me, this is why I know you're going to like this. And I'm like, oh my God, I want to get there so bad. Oh, this is so awesome. Because you know, you know, you've read the site, you know my personality and you find the way to connect the dots.
Hanna (19:25)
Thank you so much. I am grateful for that I've known you so many years and worked together as so many different stories already, but for those who don't have a connection with you yet, what are the best way to start building?
David (19:30)
As you know, I live my life on Instagram. I lived my life on Instagram, but there I generally post and I keep to myself or watch my friends. I actually, I don't know if you know this. I look at Twitter as a source all the time. If people tweet at me, I will direct message them and respond. I think Twitter is a great way to connect. Maybe I'm the last person on earth to think so, but it is a platform that I think connects.
Hanna (20:05)
Would you mind giving you our Twitter handle for our listeners?
David (20:08)
Funny story, my byline is David Graver and because that is my name, but my Twitter handle is Davey Barrett because I made my Twitter before I was a journalist. And I just wanted to be a different person, I wanted to be an anonymous person, and then everyone finds you and finds you anyway.
Michael (20:49)
So we call our podcast Hospitality Forward. What organization or person have you seen that's really innovating and moving the hospitality and travel industry forward?
David (20:55)
I want to give a broader cumulative answer and say that as a New Yorker, I feel like I saw New York innovate and move forward. There was a period of time, I moved to Brooklyn, um, two months before the pandemic reached New York City. And so I was away from my community, my bars, my traditional neighbors, my old restaurants, the places I used to haunt. So I was in an apartment in a brand new neighborhood.
Um, wondering what was going on around me. And when the takeaway cocktails became something in the city and everyone got on board, I was able to explore my neighborhood safely on foot. And I was able to walk from Brooklyn back to my old East Village neighborhood and explore that neighborhood and where it was, going bar to bar with cocktail in hand, And I saw people show up to support. Do you know? I want to change my, I want to add to my answer, the people that are the real innovators here are the people that are showing up to support things they believe in. It is hard sometimes to go to a bar now, knowing that the pandemic isn't over and cases are still happening, but if you find a way to safely support your innovation, you are the innovator. You are the person bringing hospitality forward. Tourism is going to take a while to come back to New York City. New Yorkers need to show up to their places. That is something I believe wholeheartedly. And we have the power to be the innovators moving forward.
Hanna (20:32)
Love that. Our New Yorkers are the innovators and, you know, we are here for our community and let's face it, New York City, we've wouldn’t exist without the hospitality industry. This is made with hospitality and tourism in our DNA.
David (20:51)
Agreed. You know, prior to the pandemic, I would be at my desk typing, we used to have an office in West Chelsea and I would say I haven't been to Dead Rabbit in three months, and I would cancel my plans and I would go to Dead Rabbit and I would review the bar menu.
I would just because I was thinking I need to go there. I would do the same with Dante. I'd be like, oh, it's been so long since I've been to Dante. I need to go to Dante. And it's, there's so much reason to be excited about the scene. We have to still think that when you still have to behave that way.
Hanna (20:51)
All right. Speaking of cocktail bars, what is your favorite cocktail or wine that you want to share with your best buddy or hubby?
David (20:53)
I have a funny answer and that I am a brown spirits drinker. Consumed every cocktail across this city. And I'm really grateful for that, but I prefer to drink brown spirits. Neat. Um, I love a Speyside Scotch or, um, a Bourbon. However, the drink that I prefer to. With my closest friends is a Dirty Martini. I like Plymouth Gin, or a London Dry Gin. I like my Martini dirty with olives. And when it's well-made, you know, you've had a moment with someone you love.
Michael (24:07)
So you're already quite a traveler and with travel resuming, what is your next dream destination?
David (24:14)
I’ve been to a fair few amount of countries. And I do have a list in my phone of cities or villages or monuments around the world that I want to see, but my number one destination may be surprising. And I was actually headed there and in 2020, but it was one of the first trips that was canceled of mine. And it is Svalbard, the island of Svalbard in the Arctic Circle. I got married in Iceland and I love this idea of cold, Northern remote destinations. And I went, I went to the Faroe Islands. I've done Iceland. And now I think Svalbard just seems so far away that it's a place worth fighting to get to. And it's hard. It's not easy.
I actually think, you know what, prior to my 2020 cancellation, I had been invited to Svalbard by a Scotch Whiskey brand and their intention was the highest latitude Whiskey tasting in the world. They wanted to set a Guinness Book of World Record. I think it was Highland Park. Um, and they were going to try and host this crazy Whiskey tasting in small bars. And my mind exploded. I was like, I need to be a part of this. It became much of a logistical challenge, I think.
Michael (26:32)
This was a lot of fun, David, we appreciate your taking the time.
Hanna (26:33)
And we hope to see you very soon and thanks again for sharing your insights.