Alex Blumberg of Gimlet Media

Blumberg says editorial teams source stories by reading widely, talking to people, and following their curiosity. New shows can come from staff ideas, outside pitches, or acquisitions, but Gimlet mainly looks for a strong host or showrunner with a clear vision. He says reaching about 100,000 independent downloads is a strong signal, as with Wendy Zukerman’s Science Vs.

Blumberg describes podcasting as a fast-growing field where strong content increasingly needs a deliberate marketing plan. Gimlet introduces new shows to its existing listeners, then builds reach through press, guest appearances, partnerships, and promotion on other podcasts. He says YouTube videos can bring in viewers and help market audio, while podcast discovery and sharing remain difficult.

Blumberg groups podcast listening into companionship, gripping stories, and learning, and says Gimlet tries to combine all three. He says a show also needs to be sustainable: an ambitious concept must be producible often enough, and the host needs to care about the subject. He gives Sampler and The Nod as an example of shifting from a capable host on a merely adequate show to a format that better matched her interests.

For new creators, Blumberg recommends studying resources such as Transom, practicing with a trusted friend, and initially learning by copying work they admire. He says strong interviews draw out stories and moments of emotional honesty, and that listening helps an interviewer notice when to ask more. He illustrates the value of a direct question with his This American Life story about a borrower who received a half-million-dollar loan despite earning about $45,000 a year.