From Adweek · Mark Stenberg · · 1m
Dear Media Hosts Push Brands to Create Authentic Partnerships
Podcast host Amanda Hirsch urges brands to ditch scripts for authentic creator partnerships.
In brief
Podcast host Amanda Hirsch urges brands to ditch scripts for authentic creator partnerships. Podcast host Amanda Hirsch advocates for brands to collaborate with creators through organic engagement rather than scripted ads. Originally reported by Adweek.
Amanda Hirsch's Partnership Approach
Podcast host Amanda Hirsch prioritizes organic brand connections over scripted deals.
“I'm thinking about my audience, like, 'Wait, they would love this,' 'This would be so helpful for them.'”
Dear Media's Model
Dear Media runs 100 shows with 40 salespeople, avoiding programmatic ads for direct creator-brand collaboration.
Mullett on Creator Autonomy
Mark Mullett says brands should let creators cook without scripts, as it benefits both parties.
“Let creators create. If they said yes to working with a brand, let them cook, let them do their thing. It's going to be better for you.”
Financial Performance
Dear Media generated $50m-$100m in revenue last year after raising $12m in investment.
Weight Watchers Partnership
Dear Media created a Weight Watchers show focusing on GLP-1 journeys through personal stories.
Hirsch's Success Metric
Hirsch considers an episode successful when listeners love a new guest they never heard before.
The takeaway
Podcast host Amanda Hirsch advocates for brands to collaborate with creators through organic engagement rather than scripted ads.
