Why Building Scale is Essential to Podcast Success

I was somewhat taken by a line in the press release announcing that Roman Mars’ 99% Invisible has been acquired by SiriusXM’s Stitcher unit. He says:

I want to be with the company that launches new projects, and Stitcher provided us a unique opportunity to focus on the art of creating, developing and producing content we know our listeners will love, while freeing me of constantly thinking about the business of podcasting. (emphasis my own)

Whilst I’m sure it’s not the only reason, I can imagine there’s a certain amount of relief in cashing in your business chips and returning back to the thing you love (the audio) rather than holding out for something that may never come, or worrying about being left behind whilst your medium changes around you.

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