How iHeart Turns Radio Infrastructure Into Podcast Growth

How does a podcast network change after an acquisition? What does a major media company add to the operation, and what happens to creator support when a close-knit team grows into a distributed network of more than 1,000 podcasts? Nathan Otoski explains how HowStuffWorks began as a community of owned-and-operated shows. Teams worked closely together, shared ideas, and supported each show’s audience. After the acquisition by iHeart, the network gained access to national radio promotion, a large sales organization, live events, specialized departments, and more refined analytics. That scale also changed the work. Instead of providing the same level of hands-on attention to every show, the network focused its resources around meaningful audiences, new launches, major partnerships, and timely promotional opportunities. He shares how an iHeart logo does not mean a show automatically reaches everyone. The creator still owns the work of making strong content and building an audience. The network’s role is to provide the support outlined in the agreement and help create meaningful opportunities when they arise. Listen for: 00:00 What should creators clarify first? 03:46 How did networks evolve for creators? 06:47 How did scale change community? 13:28 How does scale affect support? 17:45 Why do expectations matter? 25:16 What questions should creators ask? 39:46 What makes a moment promotable? 43:41 How does data improve promotion timing? 49:36 How should creators build networks? CONNECT WITH GUEST: NATHAN OTOSKI, FORMER SVP OF PODCAST MARKETING AT IHEARTMEDIA LinkedIn Podcast Rec.’s: Conversate with Killer Mike | Stuff They Don't Want You To Know | Stuff You Missed in History Class Book rec: Leviathan Wakes by James S.A. Corey CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS FOR RSS.COM Website | LinkedIn | Newsletter Greg’s book rec: Return on Courage by Ryan Berman Systems, Sponsors, and Partners: Hosted with RSS.com Podcast Hosting Produced by Stories & Strategies Content Repurposed with Castmagic Podcast Project Management with Northflow Please share your thoughts and record a voice note for me using this link.