The 13th Step

Objective

The Podglomerate specializes in podcast marketing and audience growth, but at its core, the team is passionate about impactful storytelling. The 13th Step presented an opportunity to support a powerful investigative series with a compelling and urgent message. The Podglomerate’s goal was to:

Drive downloads, audience engagement, and industry recognition for The 13th Step at launch.
Establish the podcast as a leading investigative series, securing critical acclaim and awards.
Amplify the show’s message, ensuring maximum reach and impact within the journalism and podcasting communities.

01CHALLENGE
02SOLUTION
03PROCESS
04RESULTS

Show Summary

The 13th Step is a gripping investigative podcast from New Hampshire Public Radio (NHPR), exposing a disturbing culture of sexual misconduct in the addiction treatment industry. Award-winning journalist Lauren Chooljian follows the trail of a long-tolerated pattern of abuse, uncovering systemic failures and the limits of accountability. As the series unfolds, The 13th Step doesn’t just reveal a hidden crisis—it also examines the personal and professional risks of investigative journalism itself.

THE CHALLENGE

Despite its high-quality reporting and timely subject matter, The 13th Step faced significant hurdles:

NHPR was launching the show in a brand-new podcast feed, requiring a ground-up audience-building effort.
The full season dropped all at once, meaning the campaign needed to drive sustained interest beyond launch week.
The show required both media and industry recognition to amplify its reach and legitimacy.

“Since we’ve started working with The Podglomerate, our podcast launches and campaigns have been enormously successful, with demonstrable audience growth and unprecedented media coverage for our organization’s work. This team is incredibly competent, understands our journalistic mission, and is really fun to work with!”

Rebecca Lavoie, Director of Podcasts/On Demand at NHPR

THE SOLUTION

The Podglomerate crafted a comprehensive marketing strategy to maximize exposure for The 13th Step. The approach included:

Publicity: Targeted media outreach to literary, investigative, and regional news outlets.
Marketing: Strategic owned-media audits and internal promotional efforts within NHPR’s ecosystem.
Cross-Promotion: Leveraging relationships with top investigative and true crime podcasts for audience sharing.
Podcast App Features: Securing prominent placements across Apple Podcasts, Spotify, Amazon Music, and others.
Award Submissions: Positioning The 13th Step for prestigious awards to solidify its reputation and reach.

What was the most impactful part of The Podglomerate’s marketing approach for The 13th Step?

“Their ability to connect the show with the right listeners—whether through media placements, cross-promotions, or app features. Every move felt intentional, and the results speak for themselves.”

Rebecca Lavoie, Director of Podcasts/On Demand at NHPR

THE Process

Publicity: Developed a press kit and strategically pitched The 13th Step to key outlets, including investigative journalism, addiction recovery, and true crime media.
Marketing: Optimized NHPR’s digital ecosystem—website, newsletters, social media, and radio—to drive listenership and track attribution.
Cross-Promotion: Partnered with NPR, Acast, CBC, Cadence13, and other networks to arrange high-impact feed drops and promo swaps.
Podcast App Features: Ensured broad distribution and secured high-visibility placements in major podcast directories.
Award Submissions: Submitted The 13th Step to industry awards, earning recognition from top-tier competitions.

The Results

Achieved 1.3 million downloads to date, demonstrating widespread audience engagement.
Named a “must-listen” by Vulture, The Atlantic, The New Yorker, The Guardian, Paste, NPR, and Audible.
Featured in over 15 major podcast apps, including Amazon Music, iHeart, TuneIn, and Pocket Casts.
Ranked #4 in News and #18 overall on Apple Podcasts.
Won multiple prestigious awards, including the duPont-Columbia Award, National Edward R. Murrow Award, The Podcast Academy’s Ambie Award, and Signal Award. It was also a Pulitzer Prize finalist.

This success story exemplifies how a well-executed marketing strategy can transform a new podcast into an award-winning, widely heard investigative series. Through targeted publicity, smart audience growth tactics, and industry recognition, The Podglomerate helped elevate The 13th Step to national prominence.

Want to learn how The Podglomerate can grow your podcast’s audience? Email us at [email protected].

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