Defector published its annual report yesterday, providing an unusually open look into their business during the last fiscal year, with details ranging from its total revenue ($4.5 million, up 18 percent year over year) to how much the company spent on Taco Bell ($28, up from $0). One of the pillars of the business is the hit podcast Normal Gossip, which sits in a weird position: it’s a big driver of subscriptions, but pretty divergent from Defector’s typical sports-loving audience. Squaring that is one of the company’s next challenges.
Normal Gossip has helped drive Defector’s increase in subscriptions, with a podcast-only tier, and has brought in money from live events, which represent one of the publication’s biggest growth spots. Now the company is gearing up to expand its podcast operation. I got a chance to talk with Jasper Wang, VP of revenue & operations for Defector, about what he has in mind. The interview has been edited for length and clarity.
First of all, I have to say I really appreciated seeing your brutally honest annual report. That is not something that’s typical in the media business. Truly a business journalist’s delight.