For Publishers

Take a stake in the next big thing

Podcast networks can leverage their media assets and audience reach to secure equity stakes in fast-growing companies — giving them venture-level upside they currently miss out on, a powerful tool for attracting and retaining top talent, and a different way to monetise inventory, without platform commissions.

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The Opportunity

Your risk is minimal. You're investing ad slots, not money, so there's no cash outlay and no downside beyond inventory. You stay in complete control of how you use your ad inventory.

As the businesses you back grow, so does the value of your equity. And, these companies become tomorrow's cash-paying advertisers. A business that proves podcast works through an equity deal is far more likely to come back spending £300,000+ a year from its own budget.

You're not just turning inventory into equity — you're building a pipeline of future revenue.

Benefits at a Glance

Equity in high-growth companies — venture-level upside from brands you help build

A powerful tool for attracting and retaining top talent

A different way to monetise inventory, without platform commissions

How It Works

Become a partner

Tell us which shows are available, their verified impression volumes per host-read over a 4-week cycle, and the agreed CPM rate benchmarked with your hosting platform. One agreement covers everything.

We find the companies

Our venture team sources and vets post-Series A/B businesses with real product-market fit — companies where the equity has significant upside potential.

We build the media plan

We match the investee company's audience profile to the right shows across your portfolio. Placements are selected by audience fit, ensuring the company gets the most effective campaign and your inventory is used where it delivers the most value.

We structure the deal

We create the legal structure for publishers to hold their shares. At a liquidity event — exit, IPO, secondary sale — returns are distributed in proportion to your contributed media value.

You Stay in Control

Maximise the value of your inventory

We plan media on a quarterly basis and must confirm inventory at least 4 weeks before the slot date. If we haven't confirmed a slot by that deadline, it's yours to sell to a paying client.

Spare capacity, not sacrifice

We work with you to target slots that are least likely to be filled by paying clients. The goal is to put spare capacity to work — not to compete with your sales team.

Quarterly plans with full visibility

We plan quarterly and confirm slots with 4 weeks' notice, so you have full visibility and can manage around your commercial commitments.

Approve every deal individually

You review and approve every deal on a case-by-case basis. No deal proceeds with your inventory without your explicit sign-off.

Clear pricing

Every placement is valued at the CPM rate agreed between the publisher and their hosting platform (Acast, Audioboom). These are the same rates that cash-paying advertisers pay.

For Talent and Talent Agents

In talent-led podcasts, the host's voice and trust are the real advertising asset. That's why talent is properly rewarded in this model.

Equity upside

Instead of a flat fee for an ad read, talent gets shares in the companies they promote via the same vehicle. If a company takes off, the return can be far bigger than a standard ad fee.

Creative control

Talent always approves which brands they endorse. Ad reads are produced to the same high standard as any paid campaign.

No lost income

These deals target brands that are rarely buying podcast ads — so existing cash revenue is untouched.

Portfolio building

Over multiple deals, talent builds a portfolio of equity positions — a genuinely new asset class for media personalities.

Respecting agreements

Talent agents receive their standard commission (typically 15–20%) on the talent's equity allocation.

Frequently Asked Questions

Everything publishers need to know about Media for Equity.

Ready to turn inventory into equity?

Book a free 30-minute discovery call — no commitment required.

Book a Discovery Call

adam@hanassi.com