How the Pantsuit Politics podcast built a huge audience outside the DC beltway

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You’ve probably seen headlines by now declaring 2024 to be the podcast election. It certainly did seem like a breaking out point that established podcasts as important messaging vehicles for any future presidential candidates. 

But back in 2015, podcasts had far less clout, and most of the political shows that did gain traction were produced in DC and New York. That didn’t stop Sarah Stewart Holland and Beth Silvers, two Kentuckians with very little media experience, from launching Pantsuit Politics, a show that quickly amassed an audience of listeners that were spread out all across the US. They eventually built out a well diversified business that includes advertising, paid subscriptions, and live events, and they’re now trying to expand their reach on YouTube. 

In a recent interview, Sarah and Beth explained how they came up with the idea for the show, where they found their audience, and why they don’t host their events in large cities.