The Rebooting Show Inside Vox Media's podcast strategy
10 snips
Jun 23, 2025 Ryan Pauley, President of revenue and growth at Vox Media, shares insights on how Vox has risen to be a podcast powerhouse with shows like Pivot and Today Explained. He presents a ‘Lego approach’ to business models, integrating both owned content and partnerships. The conversation highlights the shift towards decentralized media, the evolving landscape of brand sponsorships, and innovative monetization strategies. Pauley also discusses the impact of AI on audience engagement and the need for meaningful connections in today’s media.
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Lego Approach to Podcasting
- Vox Media treats their podcast relationships like "Lego bricks" offering flexible partnerships from in-house shows to external talent collaborations.
- This modular approach supports varied business models and aligned incentives, fostering win-win partnerships.
Podcast Value Beyond Advertising
- Podcast audiences engage deeply, creating real communities that extend beyond typical web metrics.
- Monetization evolves beyond ads to include memberships, live events, commerce, and licensing.
Leverage Video for Podcasts
- Incorporate video components in podcast productions to extend audience reach across platforms like YouTube.
- Assess each show's creative fit for video, as consumption preferences vary between audio and video.