---
title: "23 Minutes | Arto Koskelo | Negotiator 115"
titleOriginal: "23 Minuuttia | Arto Koskelo | Neuvottelija 115"
episodeNumber: "115"
guest: "Arto Koskelo"
datePublished: 2022-01-02
duration: "23:29"
youtube: "https://www.youtube.com/watch?v=ybt1ACgYV5M"
originalLanguage: "fi"
topics: ["free_speech_society","leadership_governance"]
subtitleMethod: "none"
provenance: "Owner page assembled from YouTube metadata and the neuvottelija.fi episode record. The publisher published no chapter marks for this episode, so none are listed here. No transcript is published either — the channel has no English caption track for this episode and the Finnish one is YouTube's automatic track. The guest runs a Finnish channel that competes with and overlaps this one; the subscriber figures and plans are his own and are those of January 2022, and the editorial purpose he states is his."
fiCanonical: "https://www.neuvottelija.fi/fi/episodes/144-23-minuuttia-arto-koskelo-neuvottelija-115"
canonical: https://www.neuvottelija.com/podcast/episodes/ep115-23-minuuttia-arto-koskelo/
---
# 23 Minutes | Arto Koskelo | Negotiator 115

English subtitles are not available on this page. This is an episode summary, not a curated transcript.

## Summary

Arto Koskelo spent ten years in the wine trade, became Iltalehti's wine writer, then announced he was giving up making media altogether — and six months later founded the 23 Minuuttia channel with Jussi Heikelä, which passed twenty thousand subscribers in eighteen months. The episode takes the format's logic apart: five episodes a week is a deliberate choice that makes the programme part of a listener's morning routine, and the name is a deliberately odd number matching the length of a commute. Koskelo describes his motive as clearing the Overton window, and the host admits his own approach is more cautious — he does not say difficult things himself but asks them of his guests.

## Daily is a distribution decision

Publishing five times a week is not about having more to say. It is about occupying a recurring slot in someone's morning, which a weekly programme cannot do however good it is. Once the choice is read that way, the rest of the format follows from it.

## A runtime that fits a journey

Twenty-three minutes is odd enough to be memorable and long enough to fill a commute. Setting the length from the listening situation rather than from the material is the sort of decision most programmes never make explicitly.

## Two ways to ask the hard question

The most candid exchange is about method. Koskelo's stated aim is to widen what can be said; the host's practice is to put the difficult question to a guest and let them answer it. Both are editorial positions and the episode does not pretend they are the same one.


## Watch

The recording lives on the Neuvottelija channel: [23 Minuuttia | Arto Koskelo | Neuvottelija 115](https://www.youtube.com/watch?v=ybt1ACgYV5M).
A Finnish edition of this episode is published at [www.neuvottelija.fi](https://www.neuvottelija.fi/fi/episodes/144-23-minuuttia-arto-koskelo-neuvottelija-115).

## In depth

The Neuvottelija AI editions carry a long-form write-up of this episode:
[English](https://www.neuvottelija.com/ai/ep115-23-minuuttia-arto-koskelo/) · [suomeksi](https://www.neuvottelija.fi/tools/ep115-23-minuuttia-arto-koskelo/).

---

Cite as: Sami Miettinen, Neuvottelija — 23 Minutes | Arto Koskelo | Negotiator 115, https://www.neuvottelija.com/podcast/episodes/ep115-23-minuuttia-arto-koskelo/, 2022-01-02. For quotes include episode 115 and timestamp.