Observed Signal · Oct 6, 2026 · Partnership · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Dear Media and Amanda Hirsch Favor Creative Freedom Over Scripted Ads
At ADWEEK's Advertising HQ event, podcast host Amanda Hirsch and Dear Media's president Mark Mullett discussed their approach to brand partnerships. Hirsch, host of Not Skinny But Not Fat, prioritizes authentic fit, accepting lower fees for brands she genuinely uses. Dear Media, with about 100 shows and a 40-person sales team, avoids programmatic ads in favor of host-read ads where talent shapes the message. Mullett criticizes brands that hand talent scripts, advocating for letting creators have creative control. The strategy has driven revenue to $50-100 million in the past year. The company is expanding into video partnerships, including branded shows like their recent collaboration with Weight Watchers.
The article highlights a trend in podcast advertising toward host-read ads and creative freedom, which is relevant for AdTech and media monetization, but it focuses on a specific network's strategy rather than a major industry shift.
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Key Takeaways & Evidence Grounding
- Amanda Hirsch is host of the podcast Not Skinny But Not Fat.
- Dear Media has about 100 shows and a sales team of roughly 40 people.
- Dear Media rarely runs programmatic advertising, relying on host-read ads.
- Dear Media generated between $50 million and $100 million in revenue last year.
- Dear Media recently partnered with Weight Watchers for a branded show.
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Bossticks Reveal How They Built Media Brands
At ADWEEK House during Cannes Lions, Lauryn Bosstick (founder of The Skinny Confidential) and Michael Bosstick (founder & CEO of Dear Media) discussed how they transformed a blog into a media and lifestyle company encompassing a 100+ show network and a beauty brand. They emphasized treating creator projects as businesses, building trust with audiences, listening to feedback, and prioritizing conversion and product-driven metrics over vanity follower counts. Michael Bosstick described building shows around people with strong messages or credentials and measuring who drives sales or platform transitions. Both highlighted the importance of a distinct point of view for creators seeking sustainable growth in a crowded market.
Podcast Impression Lacks Viewability: Buyers Demand Transparency
The article discusses the impending 'viewability moment' for podcast advertising, drawing parallels to the display advertising crisis of the early 2010s. Krystina Rubino and Lindsay Piper Shaw of Right Side Up argue that the podcast impression is losing its value as a proxy for consumption, especially after Spotify's test of skippable ads. They emphasize that an impression no longer guarantees listener engagement, and buyers are beginning to demand greater platform transparency regarding inventory delivery, consumption opportunities, and engagement data. The authors call for a move away from flat CPMs towards more nuanced, transparent metrics, warning that without better measurement, the podcast ad market risks a 'race to the bottom.' They advocate for creators to be more involved in understanding how their inventory is sold and monetized, and suggest that 2027 should be the inflection point for change.
Podcast Day 2026: Spotify, Acast Reveal Audio-Video Trends
On International Podcast Day, new reports from Spotify and Acast highlight the growing convergence of audio and video in podcasting. Spotify's Culture Next 2026 report, focusing on Gen Z, reveals a 55% increase in video share among 14-18 year olds in Germany over 18 months, coining the trend 'Eye Pods'. Acast's Podcast Pulse 2026 survey, covering 4,500 fans across 13 markets, shows 88% of listeners also watch podcasts as video, and 63% switch formats mid-episode. Both studies emphasize the importance of social media clips for discovery, with 51% of fans finding new shows via social clips. Additionally, a brand podcast guide advises companies on strategic planning, resource allocation, and long-term commitment, emphasizing relationship-building over short-term metrics.
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