S1 E15: Mastering Monetization and Engagement for Publishers — Featuring Liv and Jalen from The Athletic Make Better

In this new exciting episode of Make Better, brought to you by Podscribe, Co-hosts Adam McNeil (ADOPTER Media) and Amelia Coomber (Podscribe) venture into the heart of podcast advertising success from the vantage point of a publisher, guided by the seasoned insights of special guests, Liv Kiely and Jalen Hutchinson from The Athletic! As key figures behind one of the most influential sports journalism and podcasting networks, they unveil the strategies and stories that have propelled The Athletic to the forefront of the podcast industry.

This episode peels back the layers on how to craft advertisements that captivate, transform skilled writers into podcast personalities, and harness audience data to fuel remarkable growth. A deep dive into the art and science of podcast monetization and audience expansion from a publisher's perspective. Liv and Jalen recount their transition from the world of traditional media to spearheading The Athletic's innovative podcast network, shedding light on the nuances of creating content that resonates and securing advertisements that engage.

Listeners will gain a front-row seat to The Athletic's methodical approach in curating a diverse range of podcasts and ad reads. From specialized shows that cater to hardcore fans of individual NFL teams to expansive broadcasts that cover the sports spectrum, Liv and Jalen detail the process of turning expert writers into podcast hosts and ad-read specialists, revealing how authenticity and in-depth analysis foster a unique listener connection.

For publishers navigating the complexities of matching content with the ideal advertisers or seeking to leverage distinctive audience demographics, this episode is packed with firsthand experiences and actionable strategies for success.

In-Depth Ad Read Critiques and Recommendations:
A highlight of the episode is the analytical review of ad reads from various brands, offering publisher-centric critiques and enhancements:


Cuts Clothing: The feedback highlighted the need for deeper storytelling and a stronger emphasis on the product's distinctive features to enhance listener connection and brand affinity.


ButcherBox: The critique focused on tailoring the message more closely to the interests of sports fans to create a more meaningful connection with The Athletic's audience.


Chime: The review commended the ad for its innovative approach and clarity but underscored the challenges of advertising financial services in a podcast format, recommending a balance between creative engagement and compliance with financial advertising regulations.


Episode Highlights:

Explore The Athletic's transformative journey from traditional media to a leading voice in podcast publishing, packed with lessons on adaptation and growth.

Decode the publisher's perspective on monetization, including how to navigate advertiser partnerships and content alignment for mutual benefit.

Discover how The Athletic converts knowledgeable sports writers into engaging podcast hosts, enhancing the genre with unparalleled expertise and storytelling.

Uncover strategies from a publisher's lens for captivating a broad audience, optimizing advertising reach and effectiveness.

Peek into the future of sports podcasting with strategic advice from Liv and Jalen, tailored for publishers looking to refine their platforms.


This episode is a must-listen for publishers, networks, and content creators alike, offering a comprehensive guide to mastering the podcasting landscape through the experienced eyes of The Athletic's leading minds. Whether you're in the early stages of podcast development or aiming to scale your reach, this episode equips you with the insights to advance your podcasting endeavors."