"Media Empires" | The Business of Newsletters, Podcasts, Creators, and Data Acquisition

Building Podcast Networks | Robert Leonard, Investors Podcast

Jan 3, 2024
Robert Leonard, creator of The Investor's Podcast Network, discusses building podcast networks, vertical integration, monetization strategies, quality vs quantity, newsletters as a revenue stream, working with hosts, evaluating new show opportunities, focus on quality, and considerations for partnerships and ownership.
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ANECDOTE

How Their Second Shows Emerged

  • Investor's Podcast launched additional shows opportunistically based on host fit and audience overlap.
  • They extended We Study Billionaires into Millennial Investing, then added real estate and Bitcoin shows.
INSIGHT

Top 1% Isn't Always Enough

  • A show in the top 1% of podcasts can still be unprofitable for a network.
  • For network-level profitability you typically need top 0.1%–0.01% scale or alternate revenue.
ADVICE

Combine Related Shows In One Feed

  • Combine related shows into the same podcast feed to reduce friction and raise downloads.
  • Expect higher ad inventory and roughly 3x revenue per episode after merging feeds.
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