What happens when your definition of “podcast network” evolves from a simple matchmaking idea to an intricate ecosystem connecting dozens of creators and advertisers? This episode explores how the real work of building a network often differs from the original vision, especially when operational complexity and changing industry conditions reshape your approach. Hospitality media entrepreneur Wil Slickers reflects candidly on the lessons, pivots, and persistent challenges behind growing and ultimately selling a podcast network.

Wil Slickers brings a unique perspective from moving through hotel management into hospitality podcasting, eventually building and selling Hospitality.fm, a podcast network that scaled to nearly 50 shows across hotels, food, beverages, and travel. Today, he leads network operations for Skift, where he applies hands-on experience in niche content strategy, monetization, and long-term growth in the B2B audio space. His hands-on perspective covers everything from bootstrapped beginnings and production challenges to acquisitions and strategy within a larger media company.

Listen For:

02:52 What "network" meant at the start

03:58 From hotel manager to podcast host

09:40 The matchmaking idea takes shape

11:30 Cross-collaboration as the early network seed

15:12 Audience fit before everything else

18:37 On charging $200+ effective CPMs

23:02 Starting over: niche, quality, one lane

32:30 The missed opportunity in subscription revenue

36:07 What changed after the Skift acquisition

43:07 Who acquires a niche network — and why

46:48 The three-sided negotiation no one talks about

52:45 Where things are heading: Substack and long-form

01:00:51 The case for just running a good business

CONNECT WITH GUEST: WIL SLICKERS,

DIRECTOR OF VIDEO/AUDIO STRATEGY | SKIFT

LinkedIn | Website | Podcast |

Wil’s Podcast rec: Acquired

Wil’s Book rec: Superfans by Pat Flynn

CONNECT WITH GREG WASSERMAN, CHIEF RELATIONSHIP OFFICER 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

What does it look like to build a network around removing every obstacle that kills podcasts before they ever find an audience?

Rich Butler started RAGE Works Podcast Network in 2014 after his own long-running podcast wound down and the people around him caught the bug. Rather than pointing them elsewhere, he handed them a blueprint and stayed in the room. What followed wasn't a revenue-first strategy. It was a production-and-distribution model built around making it easier for motivated people to create. His reasoning is simple and consistent: content is what grows a network, and the best way to get more content is to get out of the way.

What makes Rich's approach distinct is what he refuses to optimize for. He won't take a cut of ad deals he didn't facilitate. He won't chase podcasters for their episodes. He won't guarantee listeners or money in the first conversation. The network exists to water plants and watch the garden grow…and he'll tell you that's exactly why it works.

Listen For:

03:08 Network as a Discovery Platform

04:37 How My Take Radio Became a Network

07:41 Why the Dual-Feed Model Still Works

10:01 Revenue Without the Revenue-First Model

13:04 On Downloads, Die-Hards, and Real Numbers

16:25 What to Ask Before You Join a Network

18:47 Removing the Roadblocks That Kill Podcasts

23:53 Audio First, Video Second

27:48 What the Onboarding Process Actually Looks Like

31:04 The Jockey Runs the Horse

36:54 Gary Vee Called His Bluff

39:51 The Case for 10 Downloads

44:02 Be of Service, Not a Gatekeeper

CONNECT WITH GUEST: RICHARD BUTLER

FOUNDER OF THE RAGE WORKS PODCAST NETWORK

LinkedIn | Website | Website 2 | Instagram

Rich's Podcast Rec: The Jay Ferruggia Show

Rich's Book Rec: Jab, Jab, Jab, Right Hook by Gary Vaynerchuk

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

What does it look like to build a network around a purpose rather than a revenue model?

Adam Bird started Heroes Media Group in 2012 as a place for veterans and military voices, and has spent the decade since expanding that mission to cover all community heroes: law enforcement, firefighters, first responders, and other "community heroes," anyone who aligns with the cause. The network grew not from a monetization plan, but from a commitment to positive, purpose-driven content at a time when most media was heading in the opposite direction.

What makes Adam's approach distinct is what he actively refuses to optimize for. He's turned down six-figure investment offers and won't touch content that conflicts with the network's values, no matter the dollar amount attached. The business case comes second, and he'll tell you that's exactly why it works.

Adam started in terrestrial radio around 2011 and transitioned into podcasting when he realized he wanted to tell stories without editorial constraints. Over the last decade, he has personally worked on more than 28,000 podcast episodes, built a full production and agency arm at HMG, and grown the network to over 50 active shows.

Listen For:

00:00 Finding Purpose Through Podcasting

06:51 Helping Others, Finding Purpose

11:22 Building Connections Through Collaboration

15:58 Business Model Perspectives

19:07 The Power of Networking

19:58 Maintaining Network Support Over Time

23:03 Unpopular Opinions in Business Trends

28:41 Balancing Podcast Goals and Strategy

32:01 Podcasting's Future: Big Buyouts

35:11 Podcasting: Harder Than It Seems

36:31 Lessons on Starting Small

45:21 Finding Purpose Through Service

46:16 Grinding Toward Life’s Purpose

CONNECT WITH GUEST: ADAM BIRD

FOUNDER & OPERATOR, HEROES MEDIA GROUP

LinkedIn | Website

Adam's Book rec: Outwitting the Devil by Napoleon Hill

Adam's Podcast rec: The Arms Room

CONNECT WITH GREG WASSERMAN, CHIEF RELATIONSHIP OFFICER 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