"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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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.
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.
Experiment With YouTube Channel Structure
- Test unified vs separate YouTube channels; discovery and search behavior differ from podcasts.
- Consider separate channels when formats or audiences diverge, but expect mixed results.