Dear Media podcast is focused on women and has attracted millions of downloads


Pia Baroncini, a fashion label influencer and creative head of LPA, decided to start a podcast during the pandemic of 2020. Dear Media was the only company she wanted to partner with. She stated that Dear Media’s ability understand the podcast host and monetize the podcast from that angle is the greatest appeal of the company.

Now, two years later, her podcast, Everything Is Better—where she offers talks on issues like parenting, pregnancy, financial planning, and entertainment—is a huge hit. Credits to Dear Media.

Dear Media quietly rose to prominence since its launch in 2018. The combined audience for the podcast network’s social channels is over 120 million. Dear Media’s offerings have been downloaded more than 200,000,000 times in 2022. In addition, Dear Media has launched more 50 lines of influencer merchandise and doubled its annual revenues in each of the last four years.

The brand is now omnipresent in women’s online spaces. It’s difficult to scroll through Instagram or TikTok without seeing a Dear Media podcast clip. Natalie, TikTok Corporate’s star, said that when you see a clip on TikTok, you instantly know it’s Dear Media. She has almost half a million followers.

The podcasting industry is expected reach $94.88 million by 2028. Major players like Apple and Spotify have acquired or commissioned a number of high-profile exclusives. A flurry of local podcasts has resulted from the rise of platforms like Anchor which allow anyone to make a podcast. As the economy shrinks, the competition for media space is fierce. Nicholas Quah, a podcast analyst, calls it the “podcast winter”. Dear Media helps you to overcome this.

“[There’s] Overall a sense of pessimism in the podcasting business.” “I haven’t seen as many attempts to build a female-focused multimedia brand with as much of a podcasting presence as Dear Media. The big question for a network of this size is whether they have the downloads.” Meaning, for Dear Media to survive, it must continue to produce shows and expand its audience.

Daisy Media seems like they have found a winning formula. They use podcasts to help influencers build multimillion-dollar brands. Dear Media Network hosts 63 shows. They are mostly chat shows, where hosts and guests have free-form conversation. There are many more programs in development. And they are constantly adding new talent. Not Skinny But Not Fat is one of her most popular shows. It is a pop culture show hosted and produced by a publishing house. Influencer Amanda Hirsch“Back to the Beach” is hosted by reality TV stars Kristin Cavalari and Stephen Colletti. Starred in the MTV show “Laguna Beach,” And “definitely not” Comedy podcastHosted by Heather McMahan, actress and comedian.

Baroncini said, “They’ve made this network of strong ladies and they all have really fascinating channels.” “… we’re all doing pod swaps with one another.”

Dear Media launched its first limited series last year, Summer of Gold. It was hosted by Michelle Kwan, a retired figure skater. It was co-produced with Togethxr (a women’s media company). It is an oral history of the 1996 Olympics when women’s teams won gold. The network also launched Bone, Marry, Bury, Sarah Hyland’s first fantasy series, which focuses on romance and murder. Dear Media also announced a new “Black-ish” series. Tracee Ellis, Tracee Ross’ co-star, calls “I Am America” It features stories that highlight everyday Americans and their “transcendence.”[s]”All the divisions that exist in this country” An advertisement for the show reads.

Dear Media has managed to avoid the online drama often associated with the influencer market, but it has not been afraid to accept controversial talent. In a OctoberThe company has hired Jackie Oshry Weinrib and Claudia Oshry Oshry Weinrib. The daughters of right-wing extremists Pamela GellerClaudia Oshry is the best host for a show. mired in a backlashTo adopt views similar to her mother’s, such as Repeatedly making racist comments and belittling the coronavirus pandemic.

Dear Media was created as a joint venture by Michael Bosstick (the company’s CEO) and Raina Penchansky (founder of Digital Brand Architects, the top management firm for lifestyle influencers that helps them monetize). Their brands will grow. This was the priority of the DBA when the management company was purchased by the United Talent Agency.

The business came to fruition after Michael Bosstick and his wife, Lauren Bosstick, a hugely popular lifestyle influencer known for her @theskinnyconfidential handle, produced a successful podcast based on her brand titled “The Skinny Confidential Him & Her.” The show featured candid conversations with entrepreneurs, content creators, and authors.

Although their show was successful—the Bossticks had produced over 500 episodes, hadn’t missed an episode a week in six years and racked up over 150 million downloads—they had trouble finding a podcast network. They didn’t feel that any of the major networks took them seriously, or were interested in serving a predominantly female audience.

Bossticks saw that many women influencers, including reality stars and lifestyle content creators, wanted to start podcasting, but were rejected by the male-dominated industry. . They partnered with Penchansky, who had a track record in working with top female content creators. Dear Media was born.

Michael Bosstick said, “We realized that many other programs that are focused on females have not received the attention and resources they deserve.” “The top charts of the major podcast platforms were very male-dominated, and there were very few women represented in the way we felt was appropriate. We were collaborating with and talking to so many amazing women and we thought it was time to bump up the charts a bit.”

Dear Media knew from the beginning that the media industry was moving away form traditional brands towards online content creators. “The idea of ​​creating a platform by creators and for creators that caters to female audiences looking for opportunities beyond just voice was born,” said Michael Bosstick.

Each Dear Media brand targets a specific type woman or interest. Dear Media’s programming includes topics such as fashion, entertainment and pop culture news. It also covers dating, marriage, pregnancy, and the challenges of being female in the workplace. Although the network also includes men, they mainly speak to the company’s predominantly female audience.

“Dear Media’s podcasts are seen by consumers as a real-life resource,” said Sfat Haider, influencer and founder of wellness brand Arrae, which hosts “The Dream Bigger Podcast.” “the [listener]Dear Media users find it relevant no matter where they may be in their lives. There are many real-world uses for Dear Media podcasts, whether they’re parenting podcasts or job podcasts.

“The hope is that you might come to Dear Media for a comedy show but then decide you also want to hear a parenting show. Or you could come to hear a business show and find out that you also like a pop culture show,” said Michael Bosstick. “Our goal is create a show that can be enjoyed by everyone as they go through their week and their days, as well as their moods throughout the week.

Dear Media has created studio spaces in West Hollywood and Austin for Instagram and YouTube, unlike other podcast companies with generic equipment and nice studio space. The spaces have been a hub for celebrities and influencers who visit the space to either host their own shows or as guests. Dear Media’s branding can be found on each show’s thumbnail. The name Dear Media can also be heard at the start of every episode. Dear Media’s branding helped them achieve a level that other networks struggle to match.

“A brand is something that’s been at the forefront of every business conversation,” said Big Port, president of Derry Media. “What the brand looks at in the cover photo and in the studio when it comes down to distribution. It’s instantly recognisable, and it’s easy to spot content on other platforms.

Dear Media may use podcasts to support its talent, but its success comes from its ability for influencers to build mini media empires. “We view all shows as brands in their own right, and when you look at them as brands rather than just channels of sound, you can do more,” said Michael Bosstick, referring to opportunities that include merchandise, live events, tours, product lines, streaming, and IP. “This is something that many of our competitors cannot or won’t appreciate.”

Dear Media offers monetization opportunities that are not available in traditional podcasting. “Why should I have a random podcast advertiser that I don’t really use?” Baroncini said. “I wanted to work with brands that are a part of my life and can seamlessly integrate with my other social media channels.”

Michael Bosstick championed sponsored episodes. This is where guests pay thousands to appear on a show. It’s similar to how influencers create sponsored content for brands through their social media feeds. Although this practice is common online, it is not common in podcasting. Bosstick makes it public. According to The Skinny Confidential Him & Her Podcast, sponsored interviews can cost between $20,000 and $40,000 Bloomberg News. “We always frame it: There are no talking points; you can’t ask questions; the only thing is that only your brand is being shown.” He said funded episodes represent only 1 to 3 percent of Dear Media’s total programming.

The company also rotates consumer items. Derry Media has accepted The Skinny Confidential and Woo More Play, both original Bosstick lifestyle brands. It’s a company that has it. invested in and helped growComplement brand, vegan- and gluten-free bread line, refreshment line, sparkling wine cocktail line, and range natural remedies. She also manages a thriving merchandise company.

Dear Media’s chatbots are still the core of their business, but they are rapidly expanding into other formats. In 2020, dear media Series A $8 million collectionHe says investment ForbesThe company said it intended to use the money in order to expand its programming lineup. Bosstick stated that the company was focused on increasing diversity in terms of the types of women represented and the content.

Dear Media presented “Dailys” in November, five- to ten minute pieces that were targeted at Azizi Media’s audience. Port describes them as “easy-to digest, snackable bars that people could start or finish their day with.” The company hired a team to concentrate on the product.

Burr stated that you can listen while you do the dishes, fold the laundry, or go for a walk. It’s content that doesn’t take up too much of your day and can be incorporated into the programs you already listen to.”


In an earlier version of this article, the name of Togethxr, a women’s media company for sports media, was misspelled.

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