Should Your Show Join a Podcast Network?
I appeared on a panel covering this subject at Podcast Movement. Here's what to know if you're shopping your podcast around
At Podcast Movement in Dallas, I appeared on a panel called Podcasters & Networks: Leveling the Playing Field.
I had a fun time swapping ideas with attorney Gordon Firemark, Airwave CEO Ben Mathis, and Katy Hearne-Church from the Queens Podcast.
This subject is near and dear to my heart. I think networks have the ability to serve as an important helping hand, potentially lifting your show to the next level.
For more than five years, I belonged to the content acquisition team at Cumulus Podcast Network. We reviewed proposals, met with hosts, talked with agents, and decided which shows to add to the network. Among the podcasts that joined during my tenure: Shawn Ryan Show, BiggerPockets, Benny Show, Ed Mylett, Give Them Lala, Rich Eisen Show, RollingStone Music Now, Prof G Show with Scott Galloway, Afford Anything with Paula Pant, Stacking Benjamins Show, In the Red Clay, and Boomtown.
Shopping your podcast around? Here are some things you need to know:
Not all networks are the same - Some networks are full-service and offer ad sales, marketing, platform relations, social media promotion, newsletters, live event support, audio and video production support, and editorial guidance. Others focus on ad sales and promotion. As we move deeper into the Creator Economy, you may need a full-service partner; someone who can monetize your content five ways to Sunday and offer a full slate of 360 support.
Ask about services - Does the network provide extensive marketing support? Can they put a dollar figure on that promotion? Can they provide production support, feedback on publishing best practices, or editorial guidance? Do they have someone on staff with video experience; someone who knows YouTube best practices for content? Do they have a channel on Apple to help with discoverability?
Do your homework - Go to Wayback Machine and look at a network’s website from two, three or five years ago. How’s the turnover? Have big shows left? Has management changed? Talk to shows currently on the network. What do they say? Is a network owned by a publicly-traded company? How’s the financial health of that company? Check the stock price. Read the most recent earnings report.
Red flags - Will the network meet once a month to answer your questions or address concerns? Will the network assign a main point of contact? If not, find out why. Ask your potential new home to share a mock-up of the revenue statement you’ll receive. How detailed is it? Is it a simple PDF? Is it a more sophisticated spreadsheet? Do they mail it? Email it? God forbid, do they fax it?
Minimum guarantees - You can ask the network for financial support. A minimum guarantee on revenue can serve as a down payment on your show. Just remember MGs can come with strings. Savvy networks set audience thresholds. They will offer money as a good faith gesture, often to help you with paying staff or covering production costs. But beware. Slip below those thresholds and the network could claw back its money.
Finally…
Make sure you set expectations - Just because you join a podcast network doesn’t mean you’ll get rich, rise to the top of the Apple charts, or gain fame and glory. All that starts with you and your podcast. Create excellent content, implement editorial best practices, plan your episodes, build a promotion plan, learn from your audience data, attract and retain sponsors, and soon you should be on your way. A first-class podcast network will assist you in your journey.
Editor’s Note: Are you looking for a network? Then let’s talk. There are some excellent networks out there. Professional. Modern. Forward-looking. Podcast-loving. I can help you find a new home for your show. Drop me a note: John@JohnWordockMedia.com.
John Wordock runs his own podcast and media consulting firm John Wordock Media. He served as Executive Editor and SVP for Podcasting at Westwood One from 2019 to 2024, helping build Cumulus Podcast Network into a top ten network and top channel on Apple. He also served as Executive Producer for Podcasts at The Wall Street Journal until 2019. He started podcasting back in 2006. Wanna talk? Email John@JohnWordockMedia.com.