NHPR Expands Podcast Monetization With Exclusive Podglomerate Sales Deal
Facing continued uncertainty around federal funding and shifting audience consumption habits, public radio organizations across the United States are rethinking how they sustain their journalism. One of the most aggressive and strategic moves in this direction has come from New Hampshire Public Radio (NHPR), which has announced an exclusive podcast sales partnership with podcast agency The Podglomerate.
The deal signals a growing recognition within public media that podcasts are no longer just an extension of broadcast radio—they are now a core revenue driver, capable of supporting journalism through innovative monetization models.
Under the agreement, The Podglomerate will act as NHPR’s exclusive sales representative, managing advertising, monetization strategy, and access to advanced podcast ad technology for NHPR’s growing portfolio of successful shows.
Why Podcast Monetization Has Become Mission-Critical for Public Media
Public radio stations have historically relied on a mix of federal funding, listener donations, and underwriting. However, recent funding challenges—combined with rising production costs and increased competition for listener attention—have accelerated the need for diversified revenue streams.
Podcasts, in particular, offer:
National and global reach beyond local broadcast signals
Highly engaged, niche audiences
Premium advertising inventory attractive to brands
Scalable growth without geographic limitations
NHPR’s move reflects a broader industry shift where public broadcasters are increasingly embracing commercial podcast monetization without compromising editorial integrity.
NHPR and The Podglomerate: A Strategic Evolution, Not a First Date
While the partnership announcement may appear sudden, leaders from both organizations describe it as a natural progression of an existing relationship.
Rebecca Lavoie, Director of On-Demand Audio at NHPR, emphasized that the two teams have collaborated previously on marketing initiatives and audience growth campaigns.
“Partnering with The Podglomerate is a natural next step in our relationship,” Lavoie said. “We’ve worked with them on several marketing campaigns and are impressed with their steadfast advocacy for our journalism. They also have some of the most innovative approaches to monetization I’ve seen in the industry.”
This existing trust laid the groundwork for a deeper collaboration—one that now places monetization strategy squarely in the hands of a specialized podcast sales powerhouse.
NHPR’s Podcast Portfolio: A Proven Success Story
NHPR has quietly become one of the most successful public radio podcast producers in the country, building a slate of shows that resonate far beyond New Hampshire.
Flagship NHPR Podcasts Include:
Bear Brook – An award-winning true crime series with national acclaim
The 13th Step – A deep investigative look at abuse within addiction recovery communities
Civics 101 – An educational podcast breaking down how U.S. government works
These shows combine strong storytelling, investigative rigor, and broad appeal, helping NHPR compete head-to-head with major commercial podcast networks.
Podcast Performance by the Numbers
NHPR’s podcast success is not anecdotal—it’s measurable:
Over 1 million downloads per month (average through September 2025)
More than 93 million total downloads across its podcast catalog
Consistent chart performance in true crime, education, and news categories
These metrics make NHPR an attractive partner for advertisers seeking both scale and trust.
The Podglomerate’s Role: Monetization, Technology, and Scale
Founded in 2017, The Podglomerate has built a reputation as a full-service podcast growth and monetization agency, representing more than 90 podcasts with a combined reach of hundreds of millions of listeners.
Under the new agreement, The Podglomerate will:
Sell and manage advertising across NHPR podcasts
Optimize revenue through programmatic and direct-sold ads
Provide access to advanced ad-tech infrastructure
Support long-term monetization strategy and forecasting
Dan Christo, COO and Head of Monetization at The Podglomerate, praised NHPR’s track record and creative excellence.
“NHPR is a pioneer and leader not only in public media podcasting, but for podcasting as a whole,” Christo said. “Their shows consistently find the ever-elusive trifecta of journalistic success, commercial success, and pure entertainment.”
Inside the Ad Tech Stack NHPR Will Now Access
One of the most significant advantages of the partnership is NHPR’s access to The Podglomerate’s robust advertising and analytics ecosystem, allowing for smarter, data-driven monetization decisions.
Advertising & Hosting Platforms
Megaphone (Spotify-owned hosting and ad platform)
Spotify’s SPAN programmatic marketplace
AdsWizz
Frequency
RedCircle OpenRAP
Soundstack
Consumable
Attribution & Measurement Tools
Magellan AI
Swap.fm
Podscribe
Megaphone attribution tools
Forecasting, Data & Distribution Enhancements
Flightpath forecasting tools
Bumper data management systems
Dynamic feed drop technology from Introcast and Podroll
This technology stack allows NHPR to:
Maximize fill rates
Improve CPMs
Accurately measure campaign performance
Maintain brand safety and audience trust
Balancing Commercial Growth With Public Service Values
A recurring concern around podcast monetization in public media is whether increased commercial activity could dilute editorial independence. NHPR leadership has been careful to frame the partnership as a means of sustaining—not compromising—the station’s mission.
NHPR President and CEO Jim Schachter emphasized that podcasts are essential to both impact and longevity.
“NHPR’s podcasts—rooted in New Hampshire stories and New Hampshire’s values—are core to fulfilling our public-service mission and expanding our reach and impact nationally,” Schachter said.
By working with an experienced partner, NHPR aims to remain competitive while preserving the trust it has built with listeners.
The Podglomerate’s Growth and Creator Economics
The Podglomerate has emerged as a key player in reshaping podcast creator economics. Since its founding:
It has represented 90+ podcasts
Reached hundreds of millions of listeners
Paid more than $3 million to creators
CEO Jeff Umbro, a New Hampshire native, described the partnership as personally meaningful.
“As a born-and-raised New Hampshire resident, I couldn’t be prouder of my home stations and this new relationship,” Umbro said. “What this team has built is remarkable, and I’m honored to support their mission.”
What This Deal Signals for the Future of Public Radio Podcasting
NHPR’s agreement with The Podglomerate may serve as a template for other public media organizations navigating similar financial challenges.
Key Industry Takeaways:
Podcast monetization is no longer optional for public radio
Exclusive sales partnerships offer efficiency and scale
Advanced ad tech is becoming essential, not optional
Editorial integrity and commercial success can coexist
As podcast advertising continues to grow—particularly in branded content, host-read ads, and programmatic buying—public broadcasters are increasingly positioning themselves as premium inventory providers.
Final Thoughts: A Calculated Bet on Audio’s Digital Future
NHPR’s exclusive sales partnership with The Podglomerate reflects a calculated, forward-looking strategy—one that acknowledges both economic realities and evolving listener behavior.
Rather than retreating in the face of funding challenges, NHPR is doubling down on its strengths: high-quality storytelling, trusted journalism, and scalable digital distribution.
If successful, the partnership could reinforce NHPR’s leadership in public media podcasting—and offer a roadmap for others looking to thrive in an increasingly competitive audio landscape.
