At the 2025 PPA Independent Publisher Conference, Tracy De Groose (CEO, William Reed) and Jack Davenport (Co-founder, Goalhanger) sat down to discuss how to monetise content across every format.

We heard how Goalhanger, a proudly independent, new-generation, cultural media brand built on trust, not trends, has fostered loyal communities by adapting and diversifying their business – reaching an audience of tens of millions each month, whilst staying true to their vision.

Listen to the audio from the session, and read the key takeaways below

PPA members have access to extensive resources that aren’t publicly available. If you’re a member, browse our resource hub. If you’re not a PPA member, here’s how you can get in touch and what you’re missing out on.

PPA event delegates also receive post-event content, including write-ups and key resources. You can view our events here. And, make sure you sign up to our newsletter and event updates here.

Key takeaways

1. Prioritise value and engagement over volume
   Independent publishers should focus on creating content that truly adds value to their audience, rather than forcing themselves into existing relationships. For podcasts, success isn’t just about big numbers; it’s about quality engagement and meaningful connections.
   
   
2. Be platform agnostic and data-informed
   Discovery and audience management are crucial. Publishers should use data to understand what audiences want, learn from subscription models, and remain flexible across platforms to maximise reach and impact.
   
   
3. Build relationships, not just sales
   Sales teams should prioritise long-term relationships with brands and agencies, investing in creative campaigns rather than simply selling products. Monetisation evolves through experimentation, and strong partnerships can amplify both revenue and audience loyalty
   
   
4. Goalhanger is ad-funded
   But not to the detriment of the audience or content. Their strong talent engagement and relevant integrated ads complement the experience. Ensuring the business is financially viable, and offers immense value to advertisers who want to connect directly with Goalhanger’s audience.