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The Surprising Business Model Behind Guinness World Records

By Bronson Arcuri,

Tsering Bista

Published September 18, 2020 at 8:00 AM EDT

The people behind the Guinness World Records used to make money by, well, selling books. But with the rise of the Internet came a decline in book sales, and so they had to create a new business model — selling publicity.

This is the story of how Guinness (yeah, like the brewery) got into the business of record-breaking, and how one Planet Money intern broke a world record involving the president of Georgia, the former Soviet republic.

Listen to the original Planet Money podcast episode here! And while you're at it, follow us on TikTok, and subscribe to our video series and podcast.

Bronson Arcuri

Bronson Arcuri is an award-winning video producer and multimedia journalist. He is currently an editor and managing producer on the NPR video team. In addition to overseeing NPR's video coverage of the ongoing war in Ukraine, he also manages short-form video production for All Things Considered, Life Kit and NPR's international reporting and political coverage. He is also part of the leadership team developing news products for emerging platforms, including Instagram and TikTok.

See stories by Bronson Arcuri

Tsering Bista

See stories by Tsering Bista