As podcasts move into being a mainstream medium, any commissioner or brand CAN pay for a big name host in the hope of buying listeners, but the question is SHOULD they? The panel use their experience in managing and producing big hits, and their many years in the podcast market, to discuss how to find the perfect alchemy of talent and content to attract an engaged audience. How do you grow a recognised podcast, and make sure a podcast hits the sweet spot of getting noticed enough to be a hit, without falling in the (often-flop) trap of relying on host notoriety alone.