Ypulse Interview: Jake Sasseville, Late Night Republic

jakesassevilleToday’s Ypulse Interview is with Jake Sasseville, 24 year-old host of “Late Night Republic.” Jake first flashed on to the Ypulse radar back in 2008 when his earlier Gen Y riff on late night programming “The Edge with Jake Sasseville” debuted on more than 40 ABC affiliates and he first started turning heads (and winning brands) with his bold personality and equally dynamic approach to product integration. Clearly, we suspected, this was a youth entrepreneur to watch…

And watch they have. Last month, Jake launched his latest late-night project in 75 markets and was profiled by Ad Age, reg. required, for winning out over Leno, Conan and the like as Procter & Gamble’s platform of choice to promote Pringles Xtreme crisps. Below, we catch up with Jake to hear more about this new venture, his winning formula and what it takes to reach Gen Y audiences today.

Ypulse: How did you first get interested in the talk show business? What lessons did you learn starting out?

Jake Sasseville: Well, I actually didn’t start in TV if I’m honest with you. I started out as a magician learning how to influence people, hopefully make them laugh and certainly get a lot of rejection. I got a lot of rejection as a magician… mainly because I used to mess up my tricks a lot. But I started in Maine at 13 years-old and I would go to restaurants and shakedown the owner to hire me for $60 an hour to do walk-around magic while their customers would wait for their food.

So, that’s how it began. And then I realized I wanted to do more than magic and have more impact, so I used that money that I made as a magician to invest in a local access TV show at 14 and 15 years old. That’s how the dream started and I wasn’t really expecting it go anywhere. As time progressed though and I became more interested in working with…

 
 

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Millennial News Feed

Quote of the Day: “I want to travel to Washington, because I love the Twilight series and I'd love to see the place it's based on.”

—Female, 23, CA

Just how hooked on streaming are Millennials? According to a recent survey by TV tech firm Roku, 50% of streaming service users say they would give up caffeine over streaming, and 21% would rather give up brushing their teeth for a week than give up streaming. The most surprising: 70% claim they would give up social media than streaming. Not too surprisingly, Millennials are especially streaming-crazed: 59% of 18-34-year-olds say they’ve told others they were doing something else when they were actually streaming, and 40% have ditched other plans in order to watch content online. (We’ll be exploring what we’re calling The Binge Effect even further in our upcoming trend report!) (StreamDaily

Millennial women are making strides as entrepreneurs, and using their extra cash to make gains in the stock market, according to a new U.S. Trust study on wealthy Americans. When compared to previous generations, wealthy Millennial women are 3.4 times more likely to be entrepreneurs, and are more likely to have a higher or equal income to their significant other. About one-third of this group also say they are the primary decision maker when it comes to money within their households. They’re also investing more than wealthy Boomer and Xer females: “Millennial women are 2.8 times more likely to use hedge funds, 1.8 times more likely to try venture capital, and 3.1 times more likely to own impact investments.” (Glamour

The Daily Show’s Trevor Noah isn’t going anywhere and he has Millennials to thank. Since his start as the new host of the nightly comedy news show , Comedy Central has seen live-viewing numbers drop by about 40% from the last days that Jon Stewart hosted. But they aren’t worried. Young viewers are definitely tuning in—just digitally. When it comes to streaming entire episodes, the new Daily Show is the most watched late night comedy show among 18-34-year-olds, surpassing even Jimmy Fallon’s highly rated Tonight Show. The network reasons that traditional TV consumption numbers are at this point irrelevant, because their “core audience are Millennials.”  (Forbes

A few years of decline among young movie-goers have inspired some to rethink the movie-going experience, but according to theatre ad companies, Millennials are in the midst of a movie-attendance resurgence. National CineMedia has reports that their Millennial movie-goer audience grew 16% in 2015, and is up 8% in 2016 so far. Their data shows that Millennials are 50% more likely to name movies as a passion than the general population, and are the age group most likely to purchase movie tickets in advance. According to a Ypulse monthly survey, 57% of 13-33-year-olds prefer to go to the movies on a night out. (Adweek

Lay’s is bringing Instagram into offline marketing and creating hyper-personal packaging with their “Summer Moments Made Better” campaign. The brand is asking consumers for their favorite summer moments, providing 200,000 codes that allow users to have their Instagram photos printed on a bag of chips, and win prizes. According to the brand: “during the summer, Lay’s plays an important role in [consumers’] lives and in their moments,” and they are hoping to see more social moments focused on food. A similar, smaller campaign, which we covered last year, received “overwhelmingly positive” response. (brandchannel

Quote of the Day: “I really want to visit Tokyo, Japan to see the culture behind the growth of video games, and to eat the food.”—Male, 29, MA

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