What does it mean to brand yourself as a podcast network—even when you’re still on your first show? Most creators launch solo, but Glenn Hebert took a different path, establishing a network identity from day one to shape listener expectations and drive long-term opportunity. His approach reveals how intentional structure early on can set the stage for growth, monetization, and even acquisition in a niche landscape.

Glenn Hebert is a long-time podcaster who launched his first show in 2006 and built a podcast network serving the equestrian world. Over nearly two decades, he expanded from one show to a diverse roster of hosts and programs, ultimately leading to an acquisition. Glenn brings direct, hands-on experience with hiring, contracts, operations, and advertiser relations.

Listen for:

4:04 Building a Podcast Network

9:47 Choosing the Right Hosts

16:03 Unique advertising model insights

18:26 Host read ads and sponsor products

21:47 Handling podcast sponsorship obligations

24:30 Contract control over content

29:09 Preparing for a Future Sale

37:16 Letting hosts leave with their show

41:22 Managing time and sponsor relations

50:44 Challenges of Being Discovered

53:37 Building a Trust-Based Network

CONNECT WITH GUEST: GLENN HEBERT, FOUNDER OF THE HORSE RADIO NETWORK

Website | LinkedIn | Facebook | Horses in the Morning Podcast

Podcast rec: Mighty Blue on the Appalachian Trail | Horses in the Morning

Book rec: Cat and Wright Series by Lisa WYsocki

CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS FOR RSS.COM

Website | LinkedIn

Greg’s book rec: Return on Courage by Ryan Berman

Systems, Sponsors, and Partners:

Hosted with RSS.com Podcast Hosting

Produced by Stories & Strategies

Content Repurposed with Castmagic

Podcast Project Management with Northflow