I think Peter Kafka originally intro’ed me to Jason Del Rey, bunch of NY/NJ guys hanging out. I’m thankful for that connection because Jason and I have spent a lot of time in the years since talking about tech, family, and basketball. So felt appropriate in the months since he went Indie with The Aisle, covering the intersection of AI, tech and Future of Commerce, to turn the questions back on him. Here are Five Questions with Jason:

Hunter Walk: Of course I’m a Day One subscriber to “The Aisle,” your new media publication focused on the emerging intersection of AI + Commerce. I’m assuming your decision here was largely ‘running to something’ (wanting to take the swing at building your own thing, focused on the people and stories you think are most interesting and building an audience) but one can’t also ignore the fact that ‘traditional business media’ has been forced into a scarcity, rather than abundance, reality. So I guess what I’m asking is how much of taking this step now was “What does Jason want to do in 2026” vs creating a different model for the next decade where you control your own destiny?
Jason Del Rey: First, much love for your early support. I embrace the challenge and reality that I’m going to have to earn the trust and following of the vast majority of The Aisle subscribers, but I’m grateful that hundreds of folks subscribed on Day 1 based on what I’ve already proven in my career.
I’d say the answer to your question is….Yes? But seriously, there are personal, professional, and industry reasons for me making the leap.
On one hand, I’ve wanted to shoot my own shot for several years now, and this felt like the right time because of my expertise covering e-commerce and the fact that I believe we’re on the cusp of the biggest disruption in this space since at least the launch of Amazon Prime 20 years ago. I know employees and execs working in retail, e-commerce, and even those building new commerce features at AI startups and labs, are searching for signals amid all the AI noise, and I’m intent on building The Aisle into one of those signals .
As you know, I also lost my parents at relatively young ages, and had a close friend (and one of my biggest supporters) die suddenly in his mid-40s this summer. I’m in my 40s now too and thought if not now, when?
But yes, to state the obvious, this is the least “safe” the “mainstream” media industry has felt in my career so of course that played some role in the timing too. But not as much as the others.
HW: From the folks who’ve gone Indie before you, who do you particularly admire and what is The Aisle borrowing/evolving from them?
JDR: Man, this is a long list and I’m hoping to borrow a little inspiration from all of them. And I’m sadly sure I’ll leave some folks out.
I think because of my coverage area, I of course admire this generation’s indie tech reporting OGs: Casey Newton, Alex Kantrowitz, and Eric Newcomer. Among many other things, I admire Casey for his prolificness, Alex for his hustle, and Eric for taking an early, big swing at building a standout events business.
Beyond them, I’m loving what I’m seeing in the early days from the other two Alexes, Konrad and Heath, and admire their multi-media approach mixing newsletter, pods, and live events. I’ll follow their lead in this regard over time, but wanted to feel like I had the core product, the newsletter, in a great place first.
I’m also a Feed Me reader, and appreciate the consistency of Emily Sundberg’s voice, and how many industries her scoops span. Her Guest Lectures are brilliant too.
Oliver Darcy has also been an absolute killer building out Status, which is unflinching in a way I hope to emulate.
And in the sports world, a former lawyer-turned-special needs teacher-turned-indie sports content creator named Jonathan Macri has worked harder than anyone I follow to build a niche multi-platform media giant in Knicks Film School.
Beyond journalism/writing, I’ve loved following the trajectory of the basketball trainer Chris Brickley, who worked his way up from being a little-known Knicks assistant trainer into the go-to trainer for the biggest basketball stars from across the world–and a business in and of himself.
HW: I interviewed you in 2017 and asked about the potential conflict in covering founders and executives critically but still needing them to show up at paid conferences. Your response included “Most smart people in the industry realize and respect that, and will sit down with me onstage whether they view my coverage as “positive” or “negative,” so long as they believe it’s well-researched and fair.” Soooooo, do you think this is true given the vibe shift over the last eight years and more reporting being labeled a ‘hit piece’ or overly negative/cynical by powerful people?
JDR: It’s definitely harder now than it was then but I still believe there are enough level-headed folks who want deep, fair reporting whether it aligns with their world view or challenges it. You’d also maybe be surprised how many X thinkbois hate on the media publicly but don’t behave the same in private, and love being asked to speak on a podcast or a stage.
HW: In that same interview, we also discussed potential tension between covering ‘newsie’ things, even if it’s less unique or important, vs longer researched pieces. Maybe let’s call it snacks or meals – seems like we’re largely in a snacking economy now? At the time you said “The never-ending battle I have with myself is how to best balance the newsier items with the big, step-back impact pieces. It’s not a science and, when in doubt, I ask one of my editors.” Would you still characterize this as a ‘never-ending battle?’ And without an editor, how do you anticipate keeping the balance for The Aisle.
JDR: First, I should be clear that I’ve had some help behind the scenes on the editing front. But, yes, I’d say this is now an everyday battle for me as I’m just ramping up The Aisle, and still sorting out my cadence for short news-related analysis in addition to my guaranteed weekly pieces. That said, I think when you have a direct connection to a subscriber or member like I and many other independents do with a newsletter, you have earned some level of trust to deliver what you think is best. Thus far, most of my newsletters have run around 1200-1800 words and the open rates (60%+) and feedback tell me readers can handle more than a snack when called for.
HW: Looking back over the last few years, what’s a person, company or trend that you were sure was going to be really important and ended up being less impactful? On the other hands, what’s something that you largely ignored but then became too big to not cover (or maybe you just got religion late)?
JDR: I’m going to go back to 2015 when I wrote this in-depth profile of a shopping app called Wish. To those not familiar, it was kinda like Temu before Temu, but minus some of the supply chain advantages that Temu innately has from essentially, if not technically, being based in China. Wish was successful in many ways–it IPO’d and I think had a market cap of $15 billion or $20 billion at one point. But it ended up basically collapsing and selling its assets for less than $200 million a few years later.
I was skeptical of it in some ways—the product quality was so bad in some areas that I imagined customer churn would end up being a big issue––but I still thought it would have sustained success over a longer period of time.
On the flip side, I didn’t pay as much attention in 2023 to ChatGPT as I maybe should have. I was focused on my book launch for the first half of that year and really didn’t dive in until I started working at Fortune in early 2024. But I hope I’ve made up for that mistake x10 with my usage and reporting since then.
Thanks Jason – you bring authenticity and heart to this beat, along with great writing. Everyone should go try out The Aisle!
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