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