Missing Pages

Missing Pages

Objective

While The Podglomerate is mainly a podcast services agency, we all entered the space due to a love of storytelling. Missing Pages was our first attempt at a large, full-budgeted podcast production where we could stretch our creative muscles. We aimed to:

  • Launch and grow a brand-new, fully owned-and-operated podcast series, Missing Pages, driving downloads, critical acclaim, audience engagement, and industry recognition.
  • Establish Missing Pages as a standout addition to the literary and investigative podcast space, fostering sustained listenership and earning top-tier coverage and awards.
Missing Pages

THE CHALLENGE

Though The Podglomerate had extensive experience working with clients, Missing Pages marked its first fully owned-and-operated project. The tasks included:

  • Introducing a new concept and building an audience from scratch.
  • Generating critical acclaim, major media coverage, and strategic platform placements.
  • Elevating the show’s profile to attract sponsors, sustained listenership, and coveted industry awards.
“The Podglomerate team worked collaboratively and with great efficiency in finding and booking media opportunities for me as the host and producer of the Missing Pages podcast. From interviews in print, online, and for other podcasts, the hits kept coming.”
Bethanne Patrick, Host of the award-winning podcast Missing Pages

THE SOLUTION

  • Develop a holistic marketing strategy encompassing publicity, cross-promotions, platform features, paid media, and award submissions.
  • Target book enthusiasts, literary critics, and scandal-loving fans with precise messaging and timing.
  • Leverage relationships, audience insights, and proven tactics to build momentum for a new and ambitious show.

What do you consider the most impactful element of The Podglomerate’s marketing approach for Missing Pages?

“Their ability to immerse the show in the literary ecosystem—engaging communities primed for these stories. This fueled buzz, inspired word-of-mouth, and translated directly into audience growth.”

Bethanne Patrick, Host of Missing Pages

THE Process

  • Publicity: Crafted a press kit and pitched strategically to outlets beloved by literary fans and critics, ensuring maximum relevance and resonance.
  • Marketing: Audited owned media—websites, newsletters, social accounts—to optimize listener paths. Initiatives included curated Apple Books collections, live Twitter Spaces panels, a Reddit AMA with millions of members, and recommendations on Mozilla’s Pocket.
  • Cross-Promotion: Partnered with like-minded podcasts to execute cross-promos and feed drops, leveraging The Podglomerate’s industry connections for extensive reach and measurable attribution.
  • Podcast App Features: Ensured broad availability and secured prominent placements across Apple Podcasts, Spotify, Amazon Music, and more—maximizing discoverability.
  • Paid Promotions: Complemented organic growth with targeted advertising in apps, newsletters, podcasts, and social platforms.
  • Award Submissions: Positioned the show for industry recognition, submitting to prestigious competitions that validate quality and craftsmanship.

The Results

  • Surpassed 2 million downloads across 22 total episodes, establishing a significant audience base for a new podcast.
  • Garnered enthusiastic critical praise: named a “must-listen” by Vulture, The Washington Post, and The Guardian, and featured as Apple Podcasts’ “Podcast of the Week.”
  • Secured premium placement across major listening apps, achieving top chart positions (#2 in Books and #3 in Arts on Apple Podcasts).
  • Recognized with three Signal Awards and a Webby Award nomination, solidifying its status among the best in the industry.

This success story exemplifies how a coordinated marketing and audience growth campaign can elevate a new series to industry prominence. The results speak for themselves: Missing Pages didn’t just launch, it soared—demonstrating The Podglomerate’s capacity to both create and amplify shows that captivate listeners and critics alike.

Have questions or want to learn how The Podglomerate can help grow your audience? Connect with us.

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