Podcast Network Insights: Understanding the Business of Podcast "Networks"

<p>What happens when your definition of “podcast network” evolves from a simple matchmaking idea to an intricate ecosystem connecting dozens of creators and advertisers? This episode explores how the real work of building a network often differs from the original vision, especially when operational complexity and changing industry conditions reshape your approach. Hospitality media entrepreneur Wil Slickers reflects candidly on the lessons, pivots, and persistent challenges behind growing and ultimately selling a podcast network.</p><p>Wil Slickers brings a unique perspective from moving through hotel management into hospitality podcasting, eventually building and selling <a target="_blank" rel="noopener noreferrer nofollow" href="http://Hospitality.fm">Hospitality.fm</a>, a podcast network that scaled to nearly 50 shows across hotels, food, beverages, and travel. Today, he leads network operations for Skift, where he applies hands-on experience in niche content strategy, monetization, and long-term growth in the B2B audio space. His hands-on perspective covers everything from bootstrapped beginnings and production challenges to acquisitions and strategy within a larger media company.</p><p></p><p><strong>Listen For:</strong></p><p>03:58 From hotel manager to podcast host</p><p>09:40 The matchmaking idea takes shape</p><p>11:30 Cross-collaboration as the early network seed</p><p>15:12 Audience fit before everything else</p><p>18:37 On charging $200+ effective CPMs</p><p>23:02 Starting over: niche, quality, one lane</p><p>32:30 The missed opportunity in subscription revenue</p><p>36:07 What changed after the Skift acquisition</p><p>43:07 Who acquires a niche network — and why</p><p>46:48 The three-sided negotiation no one talks about</p><p>52:45 Where things are heading: Substack and long-form</p><p>01:00:51 The case for just running a good business</p><p></p><p><strong>CONNECT WITH GUEST: WIL SLICKERS,</strong></p><p><strong>DIRECTOR OF VIDEO/AUDIO STRATEGY | SKIFT</strong></p><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/wil-slickers/">LinkedIn</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="https://skift.com/">Website</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="https://skift.com/skift-travel-podcasts/">Podcast</a> |</p><p></p><p><strong>Wil’s Podcast rec:</strong> <a target="_blank" rel="noopener noreferrer nofollow" href="https://pod.link/acquired"><strong>Acquired</strong></a></p><p><strong>Wil’s Book rec:</strong> <a target="_blank" rel="noopener noreferrer nofollow" href="https://amzn.to/3NtPweh"><strong>Superfans</strong></a><strong><em> </em>by Pat Flynn</strong></p><p></p><p><strong>CONNECT WITH GREG WASSERMAN,</strong> <strong>HEAD OF RELATIONSHIPS FOR </strong><a target="_blank" rel="noopener noreferrer nofollow" href="http://RSS.COM"><strong>RSS.COM</strong></a></p><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/company/podcast-network-insights/about/">Website</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/gregwasserman/">LinkedIn</a></p><p>Greg’s book rec: <a target="_blank" rel="noopener nofollow" href="https://amzn.to/4tIyOXZ">Return on Courage</a> by Ryan Berman</p><p></p><p>Systems, Sponsors, and Partners:</p><p>Hosted with <a target="_blank" rel="noopener noreferrer nofollow" href="http://RSS.com">RSS.com</a><a target="_blank" rel="noopener nofollow" href="https://rss.com/?via=9f060f"> Podcast Hosting</a></p><p>Produced by <a target="_blank" rel="noopener nofollow" href="https://storiesandstrategies.ca/">Stories &amp; Strategies</a></p><p>Content Repurposed with <a target="_blank" rel="noopener nofollow" href="https://get.castmagic.io/greg">Castmagic</a></p><p>Podcast Project Management with <a target="_blank" rel="noopener nofollow" href="https://app.northflow.io/sign-up?via=greg">Northflow</a></p>

<p><strong>What does it look like to build a network around removing every obstacle that kills podcasts before they ever find an audience?</strong></p><p>Rich Butler started RAGE Works Podcast Network in 2014 after his own long-running podcast wound down and the people around him caught the bug. Rather than pointing them elsewhere, he handed them a blueprint and stayed in the room. What followed wasn't a revenue-first strategy. It was a production-and-distribution model built around making it easier for motivated people to create. His reasoning is simple and consistent: content is what grows a network, and the best way to get more content is to get out of the way.</p><p>What makes Rich's approach distinct is what he refuses to optimize for. He won't take a cut of ad deals he didn't facilitate. He won't chase podcasters for their episodes. He won't guarantee listeners or money in the first conversation. The network exists to water plants and watch the garden grow…and he'll tell you that's exactly why it works.</p><p></p><p><strong>Listen For:</strong></p><p>03:08 Network as a Discovery Platform</p><p>04:37 How My Take Radio Became a Network</p><p>07:41 Why the Dual-Feed Model Still Works</p><p>10:01 Revenue Without the Revenue-First Model</p><p>13:04 On Downloads, Die-Hards, and Real Numbers</p><p>16:25 What to Ask Before You Join a Network</p><p>18:47 Removing the Roadblocks That Kill Podcasts</p><p>23:53 Audio First, Video Second</p><p>27:48 What the Onboarding Process Actually Looks Like</p><p>31:04 The Jockey Runs the Horse</p><p>36:54 Gary Vee Called His Bluff</p><p>39:51 The Case for 10 Downloads</p><p>44:02 Be of Service, Not a Gatekeeper</p><p></p><p><strong>CONNECT WITH GUEST: RICHARD BUTLER</strong></p><p><strong>FOUNDER OF THE RAGE WORKS PODCAST NETWORK</strong></p><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/richbutler6/">LinkedIn</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="http://www.rageworksnetwork.com">Website</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="http://www.pressrecordstudios.com">Website 2</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="http://instagram.com/rageworksrich">Instagram</a></p><p>Rich's Podcast Rec: <a target="_blank" rel="noopener noreferrer nofollow" href="https://pod.link/853941025">The Jay Ferruggia Show</a></p><p>Rich's Book Rec: <a target="_blank" rel="noopener noreferrer nofollow" href="https://amzn.to/488eJly">Jab, Jab, Jab, Right Hook </a>by Gary Vaynerchuk </p><p></p><p><strong>CONNECT WITH GREG WASSERMAN,</strong> <strong>HEAD OF RELATIONSHIPS FOR </strong><a target="_blank" rel="noopener noreferrer nofollow" href="http://RSS.COM"><strong>RSS.COM</strong></a></p><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/company/podcast-network-insights/about/">Website</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/gregwasserman/">LinkedIn</a> </p><p>Greg’s book rec: <a target="_blank" rel="noopener nofollow" href="https://amzn.to/4tIyOXZ">Return on Courage</a> by Ryan Berman</p><p></p><p><strong>Systems, Sponsors, and Partners:</strong></p><p>Hosted with <a target="_blank" rel="noopener noreferrer nofollow" href="http://RSS.com">RSS.com</a><a target="_blank" rel="noopener nofollow" href="https://rss.com/?via=9f060f"> Podcast Hosting</a></p><p>Produced by <a target="_blank" rel="noopener nofollow" href="https://storiesandstrategies.ca/">Stories &amp; Strategies</a></p><p>Content Repurposed with <a target="_blank" rel="noopener nofollow" href="https://get.castmagic.io/greg">Castmagic</a></p><p>Podcast Project Management with <a target="_blank" rel="noopener nofollow" href="https://app.northflow.io/sign-up?via=greg">Northflow</a></p>

<p><em>What does it look like to build a network around a purpose rather than a revenue model?</em></p><p>Adam Bird started Heroes Media Group in 2012 as a place for veterans and military voices, and has spent the decade since expanding that mission to cover all community heroes: law enforcement, firefighters, first responders, and other "community heroes," anyone who aligns with the cause. The network grew not from a monetization plan, but from a commitment to positive, purpose-driven content at a time when most media was heading in the opposite direction.</p><p>What makes Adam's approach distinct is what he actively refuses to optimize for. He's turned down six-figure investment offers and won't touch content that conflicts with the network's values, no matter the dollar amount attached. The business case comes second, and he'll tell you that's exactly why it works.</p><p>Adam started in terrestrial radio around 2011 and transitioned into podcasting when he realized he wanted to tell stories without editorial constraints. Over the last decade, he has personally worked on more than 28,000 podcast episodes, built a full production and agency arm at HMG, and grown the network to over 50 active shows.</p><p></p><p><strong>Listen For:</strong></p><p>00:00 Finding Purpose Through Podcasting</p><p>06:51 Helping Others, Finding Purpose</p><p>11:22 Building Connections Through Collaboration</p><p>15:58 Business Model Perspectives</p><p>19:07 The Power of Networking</p><p>19:58 Maintaining Network Support Over Time</p><p>23:03 Unpopular Opinions in Business Trends</p><p>28:41 Balancing Podcast Goals and Strategy</p><p>32:01 Podcasting's Future: Big Buyouts</p><p>35:11 Podcasting: Harder Than It Seems</p><p>36:31 Lessons on Starting Small</p><p>45:21 Finding Purpose Through Service</p><p>46:16 Grinding Toward Life’s Purpose</p><p></p><p><strong>CONNECT WITH GUEST: ADAM BIRD</strong></p><p><strong>FOUNDER &amp; OPERATOR, HEROES MEDIA GROUP</strong></p><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/mradambird/">LinkedIn</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="https://heroesmediagroup.com/">Website</a></p><p>Adam's Book rec: <a target="_blank" rel="noopener noreferrer nofollow" href="https://amzn.to/4uI2Zjc">Outwitting the Devil by Napoleon Hill</a></p><p>Adam's Podcast rec: <a target="_blank" rel="noopener noreferrer nofollow" href="https://pod.link/860793886">The Arms Room</a></p><p></p><p><strong>CONNECT WITH GREG WASSERMAN,</strong> <strong>CHIEF RELATIONSHIP OFFICER FOR </strong><a target="_blank" rel="noopener noreferrer nofollow" href="http://RSS.COM"><strong>RSS.COM</strong></a></p><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/company/podcast-network-insights/about/">Website</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/gregwasserman/">LinkedIn</a></p><p>Greg’s book rec: <a target="_blank" rel="noopener noreferrer nofollow" href="https://amzn.to/4tIyOXZ">Return on Courage</a> by Ryan Berman</p><p></p><p><strong>Systems, Sponsors and Partners:</strong></p><p>Hosted with <a target="_blank" rel="noopener noreferrer nofollow" href="http://RSS.com">RSS.com</a><a target="_blank" rel="noopener nofollow" href="https://rss.com/?via=9f060f"> Podcast Hosting</a></p><p>Produced by <a target="_blank" rel="noopener nofollow" href="https://storiesandstrategies.ca/">Stories &amp; Strategies</a></p><p>Content Repurposed with <a target="_blank" rel="noopener nofollow" href="https://get.castmagic.io/greg">Castmagic</a></p><p>Podcast Project Management with <a target="_blank" rel="noopener nofollow" href="https://app.northflow.io/sign-up?via=greg">Northflow</a></p>

<p>What does it actually look like when someone from Hollywood runs a podcast network?</p><p>For Aisha Corpas Wynn, an Emmy-nominated producer whose career spans scripted TV, unscripted reality, film, and the NFL Podcast Network, the answer is a masterclass in reverse engineering. She doesn't start with a mic and a guest list. She starts with the market, the mission, and the person, and works backward from there.</p><p>Aisha breaks down how she thinks about building podcast networks from the ground up, what most podcast creators get completely wrong about joining one, and why her entertainment background gives her a fundamentally different lens than most people working in the space today.</p><p>Greg and Aisha go deep on how Stoked Bros. Media is being built, athlete by athlete, show by show, with the same framework she'd apply to developing a TV series. They get into what it really takes to bring celebrity talent into podcasting (spoiler: fame is not a guarantee), how to think about rev share splits and network deals, and why the "hip hop model" of building an ecosystem is more relevant to podcasting than most people realize.</p><p></p><p><strong>Listen For:</strong></p><p>2:23 What "Podcast Network" Means: Cross Promotion First</p><p>2:58 How Podcasting Became Its Own Sub-Economy</p><p>11:06 Individual Brand vs. Network Ecosystem</p><p>13:28 The Hip-Hop Label Model Applied to Podcasting</p><p>16:07 Why Celebrity Doesn't Guarantee an Audience</p><p>22:14 Building Stoke Bros: Differentiating Within a Sports Network</p><p>34:41 The Economics: Funding vs. Rev Share</p><p>45:15 Questions to Ask Before Joining a Network</p><p>52:57 Why Your Wins May Not Be One for One</p><p></p><p><strong>CONNECT WITH GUEST: AISHA CORPAS WYNN, STOKED BROS PODCAST NETWORK</strong></p><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/aishacorpaswynn/">LinkedIn</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.stokedbros.com/">Website</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.instagram.com/aishacorpaswynn/">Instagram</a></p><p>Aisha pod rec: <a target="_blank" rel="noopener noreferrer nofollow" href="https://pod.link/1502871393">All In</a> and <a target="_blank" rel="noopener noreferrer nofollow" href="https://pod.link/1727013037">The AI Chicks</a></p><p>Aisha book rec: <a target="_blank" rel="noopener noreferrer nofollow" href="https://amzn.to/4dDbKFj"><em>Psychology of Money</em></a></p><p></p><p><strong>CONNECT WITH GREG WASSERMAN,</strong> <strong>HEAD OF RELATIONSHIPS AT </strong><a target="_blank" rel="noopener noreferrer nofollow" href="http://RSS.COM"><strong>RSS.COM</strong></a></p><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/company/podcast-network-insights/about/">Website</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/gregwasserman/">LinkedIn</a></p><p>Greg’s book rec <a target="_blank" rel="noopener noreferrer nofollow" href="https://amzn.to/4mli5aM">Selling with Love</a> by Jason Marc Campbell</p><p></p><p><strong>Systems, Sponsors, and Partners:</strong></p><p>Hosted with<a target="_blank" rel="noopener noreferrer nofollow" href="http://rss.com"> </a><a target="_blank" rel="noopener noreferrer nofollow" href="http://RSS.com">RSS.com</a><a target="_blank" rel="noopener noreferrer nofollow" href="https://rss.com/?via=9f060f"> Podcast Hosting</a></p><p>Produced by<a target="_blank" rel="noopener noreferrer nofollow" href="https://storiesandstrategies.ca/"> Stories &amp; Strategies</a></p><p>Content Repurposed with<a target="_blank" rel="noopener noreferrer nofollow" href="https://get.castmagic.io/greg"> Castmagic</a></p><p>Podcast Project Management with<a target="_blank" rel="noopener noreferrer nofollow" href="https://app.northflow.io/sign-up?via=greg"> Northflow</a></p>

<p>What does it look like to build a podcast network with no interest in making it big…and have that actually work?</p><p>Jason Falls started the Marketing Podcast Network five years ago after being burned by a network that didn’t deliver on its promises. What he built in response is deliberately small, community-first, and structured around a revenue model most operators wouldn’t choose. The result is a network of nearly 90 shows that has grown steadily without a sales team, a growth strategy, or a capitalist bone behind it.</p><p>Jason is the founder of the Marketing Podcast Network (MPN), a niche network built exclusively for marketing and advertising podcasters. He comes from a broadcast and radio background and now spends the majority of his time producing podcasts for clients, with MPN running alongside as a community he helped build and still stewards.</p><p>Greg and Jason dig into how MPN’s equal revenue share works… and what it asks of larger shows. They get into the two promises a previous network made that they never kept, how MPN sells advertising without a dedicated sales function, and why Jason would start a video-first network if he were doing it over.</p><p>If you’re a podcaster wondering whether a community-first network might be a better fit than a revenue-first one, this conversation is worth your time.</p><p><strong>Listen For:</strong></p><p>04:19 Evolving in Podcasting Challenges</p><p>06:45 Collaborative Marketing Podcast Network</p><p>10:10 Podcasting Profit Challenges Explained</p><p>15:51 Embracing Podcasts Through Technology</p><p>19:37 Efficient Network Advertising Solution</p><p>24:54 Building Collaboration for Podcast Growth</p><p>32:36 Podcast Analytics: Challenges and Limitations</p><p>34:35 Podcast Tech and Network Evolution</p><p>43:05 Building a Video-First Platform</p><p>45:37 Own It: Closing Gender Gaps</p><p>50:07 Jason's DIY Marketing Network</p><p></p><p><strong>CONNECT WITH GUEST: JASON FALLS, FOUNDER, MARKETING PODCAST NETWORK</strong></p><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/jasonfalls/">LinkedIn </a>| <a target="_blank" rel="noopener noreferrer nofollow" href="https://jasonfalls.com/">Website</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.facebook.com/jasonfalls/">Facebook</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="https://x.com/JasonFalls">X</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.youtube.com/@JasonFallsWinfluence">YouTube</a></p><p>Jason Book rec: Brand Hijack: Marketing Without Marketing Alex Wipperfurth</p><p>Jason's Podcast rec: <a target="_blank" rel="noopener noreferrer nofollow" href="https://pod.link/1484511465">Cautionary Tales with Tim Harford</a></p><p></p><p><strong>CONNECT WITH GREG WASSERMAN,</strong> <strong>CHIEF RELATIONSHIP OFFICER FOR </strong><a target="_blank" rel="noopener noreferrer nofollow" href="http://RSS.COM"><strong>RSS.COM</strong></a></p><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/company/podcast-network-insights/about/">Website</a> | <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/gregwasserman/">LinkedIn</a></p><p></p><p>Systems, Sponsors and Partners:</p><p>Hosted with <a target="_blank" rel="noopener noreferrer nofollow" href="http://RSS.com">RSS.com</a><a target="_blank" rel="noopener nofollow" href="https://rss.com/?via=9f060f"> Podcast Hosting</a></p><p>Produced by <a target="_blank" rel="noopener nofollow" href="https://storiesandstrategies.ca/">Stories &amp; Strategies</a></p><p>Content Repurposed with <a target="_blank" rel="noopener nofollow" href="https://get.castmagic.io/greg">Castmagic</a></p><p>Podcast Project Management with <a target="_blank" rel="noopener nofollow" href="https://app.northflow.io/sign-up?via=greg">Northflow</a></p>