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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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A strategic new content pillar from Knowledge at Wharton, extending the brand’s reach through podcasting.
Dee Patel, Director of Content in Wharton’s Marketing and Communications department, shares how her team transformed the school’s long-standing Knowledge at Wharton brand into a new podcast network designed to make faculty research more accessible. Drawing on her background in broadcasting, Dee explains how the initiative evolved from a single show, Ripple Effect, into a growing network featuring programs like This Week in Business, Marketing Matters, Moneyball, and Where AI Works. With strategic focus and creative collaboration, the team has turned academic insight into meaningful conversations that connect research, industry, and audiences beyond the classroom.
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Chapters:
- (00:00) - Introduction
- (05:00) - What Is Knowledge at Wharton?
- (07:56) - Strategy Behind the Podcast Network
- (10:47) - Podcasting as a Media Platform for Institutions
- (14:14) - The Three Cs: Content, Commitment, Consistency
- (17:31) - Creating a New Role & Streamlined Workflow
- (20:03) - The Five Podcasts in the Network
- (22:17) - Legacy Shows and Faculty Hosts
- (24:09) - Cross-Promotion Strategy & Network Synergy
- (27:24) - Leveraging Audiences & Faculty Collaboration
- (28:25) - Advice for Limited Resources & Growing a Team
- (31:53) - Partnering with Sponsors Like Accenture
- (35:53) - Transitioning From SiriusXM to Podcast Platforms
- (37:51) - Lessons on Audience Growth and Expectations
- (39:58) - Conclusion
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