When Matchmaking Fuels a Podcast Network’s Growth | Hospitality.FM/ Skift

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:03:58 From hotel manager to podcast host09:40 The matchmaking idea takes shape11:30 Cross-collaboration as the early network seed15:12 Audience fit before everything else18:37 On charging $200+ effective CPMs23:02 Starting over: niche, quality, one lane32:30 The missed opportunity in subscription revenue36:07 What changed after the Skift acquisition43:07 Who acquires a niche network — and why46:48 The three-sided negotiation no one talks about52:45 Where things are heading: Substack and long-form01:00:51 The case for just running a good businessCONNECT WITH GUEST: WIL SLICKERS,DIRECTOR OF VIDEO/AUDIO STRATEGY | SKIFTLinkedIn | Website | Podcast |Wil’s Podcast rec: AcquiredWil’s Book rec: Superfans by Pat FlynnCONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS FOR RSS.COMWebsite | LinkedInGreg’s book rec: Return on Courage by Ryan BermanSystems, Sponsors, and Partners:Hosted with RSS.com Podcast HostingProduced by Stories & StrategiesContent Repurposed with CastmagicPodcast Project Management with Northflow