Media organisations will be disappointed to learn that Tesla CEO Elon Musk plans on cutting back on media appearances. In the past week, Musk mentioned on two occasions, on the Marketplace report and at the New Establishment Summit, that he wishes to reduce time spent on “press stuff” from “2 or 3 percent” of his time to only 1%.

We did the math. 1% of 24 hours is roughly 15 minutes a day or 100 minutes a week – assuming Musk includes sleep in his time.

The CEO says that he already spends most of his time on engineering and design, but he plans to use the time freed up by making less media appearances to focus even more on the products. Musk has been on a media blitz for the past month. After touring Europe to meet Tesla teams, media and politicians, he launched the Tesla Model X and announced a new solar panel from SolarCity.

The CEO often speaks his mind candidly, making him a quote-making machine, which prompts every interview he makes to be dissected by the media to extract a good headline (wink).

Last week, comments he made about Apple entering the electric vehicle industry made the rounds in the media and he later had to take to Twitter to soften his comments.

Musk called the media attention to his comments about Apple “media hype“:

@appleinsider I didn't walk back anything, apart from media hype — Elon Musk (@elonmusk) October 10, 2015

But even though he thinks Tesla and himself are “probably overexposed [in the media] from time to time”, he said the main reason he is cutting back is to spend more time building the products. With the Model X going in production, the Model 3 due for an unveiling in a few months and SpaceX trying to get back to launching rockets by the end of the year – not to mention his SolarCity Chairman/Hyperloop/Electric Airplane projects, he is certainly not short on products to work on.

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