theSkimm Q&A

Hi there!

Today for our “Booked Solid” series, we’re sitting down with the Senior Booking Producer at theSkimm.

If you’re curious about landing a booking at one of the most influential media brands for millennial women, this Q&A is packed with great insights.

Today we chat about:
✅ The verticals theSkimm is booking—from podcasts, video opportunities to sports shows and subscription events
✅ What trends are shaping guest bookings
✅ Tips on what makes a pitch truly stand out

Kat Klein
Senior Booking Producer at theSkimm

Kat Klein is booking across multiple verticals—from podcasts to in-person events at theSkimm. In this Q&A, she breaks down how many pitches she’s seeing daily, the kind of guests that stand out, and why nostalgia and the zeitgeist are key. If you're pitching (or booking) millennial-facing talent, this is a must-read.

Q: What verticals are you booking for at theSkimm, and how many pitches do you receive on a daily or weekly basis?

Kat: We typically receive about 80 to 100 pitches per day, depending on the cycle of movies, TV shows, and similar trends. In terms of booking, our offerings are divided into several verticals, listed below from our most consistent to those with lower turnover:

Podcasts: 9-5ish: Our weekly interview podcast hosted by our co-CEOs, Carly and Danielle. It features women entrepreneurs and successful women in entertainment, providing tangible career advice to our predominantly millennial female audience. Episodes run about 40–45 minutes and are recorded remotely via Riverside.

Video Opportunities: These interviews follow a similar guest selection process, focusing on household names or projects with broad appeal. The sessions are typically around 30 minutes long and can be filmed in our studio or out of a junket.

Sports Podcast: Well Played: A sports-focused podcast where we look for talent in the sports area—preferably female, though sometimes men appear. It is filmed in-person in our New York studio on Tuesday mornings, however we can record remotely over Riverside.

Written Opportunities: This includes our commerce-focused newsletter and Instagram collaborations, ideal for talent with strong niche followings that resonate with both our older audience and our more digital-native followers.

Subscription Service Events: A monthly event series focused on helping our audience live their smartest lives. Topics range from perimenopause and menopause to leveraging AI for efficiency. For these events, credentials are critical—even if the guest isn’t a household name.

Q: You mentioned booking mostly household names across your verticals. Are there any trends you’re seeing for this year—more Gen Z talent, more YouTubers?

Kat: One major trend is the power of zeitgeist and nostalgia. Some of our best-performing content features guests who might not be global household names but are iconic for our audience’s age group. For example, Taylor Lautner captured the zeitgeist during the Eras tour, while Brenda Song, with her current Netflix show and relatable status as a mother, resonates strongly with our listeners. Although we are open to Gen Z talent, it’s important they connect with our primarily millennial audience. We’re also seeing a rewatch culture, where shows like Gossip Girl and The OC are sparking renewed interest.

Q: What makes a successful podcast or interview for you guys? Is it press pick-up, downloads, views, or something else?

Kat: For our established podcast, success is measured by the quality of the content. A successful episode features a guest who provides engaging, tangible career advice. One of our best episodes featured Beth Ford from Land O’Lakes due to her actionable takeaways, while Jamie Kern Lima impressed with both her public speaking and insights. Essentially, we look for interviews that are fun, lighthearted, and occasionally nostalgia- or zeitgeist-driven, even when they tackle serious issues relevant to our audience.

Q: What makes a guest pitch stand out to you as a publicist? Any advice on how to pitch effectively?

Kat: I encourage publicists to pitch as much as they want and be ready for a “no” sometimes. A standout pitch includes a clear subject line featuring both the name and the show, along with a photo. If I don’t recognize a name immediately, having the associated show mentioned provides crucial context. Persistence matters, too—a pitch where talent  shows consistent growth can eventually lead to a “yes.”

Q: What advice do you have for independent podcasters who book their own guests, particularly when trying to secure higher-profile or more solid talent?

Kat: This business is all about relationships. Invest time in building strong connections with publicists because these relationships will pay off in the long run. Often, the same publicists work with multiple brands, so a good relationship can lead to repeated opportunities and lasting success.

Q: Is there anything else you want to add about theSkimm in general?

Kat: theSkimm is a brand built for millennial women who aspire to live their smartest lives. We’re continuously evolving our offerings—though the verticals mentioned are our core products right now, things may change over time.