What if the future of medical publishing revenue isn't in journals at all, but in the voices reading them? Chris Kohler, Vice President of Publications at the American Diabetes Association, oversees publications reaching 13 million unique visitors annually while managing four peer-reviewed journals and a growing podcast portfolio serving 144 million Americans affected by diabetes. Twelve years after a 2013 editorial board conversation about reaching time-pressed clinicians, Chris has built four distinct podcasts—from biomedical research to patient education—that now...
What if the future of medical publishing revenue isn't in journals at all, but in the voices reading them? Chris Kohler, Vice President of Publications at the American Diabetes Association, oversees publications reaching 13 million unique visitors annually while managing four peer-reviewed journals and a growing podcast portfolio serving 144 million Americans affected by diabetes. Twelve years after a 2013 editorial board conversation about reaching time-pressed clinicians, Chris has built four distinct podcasts—from biomedical research to patient education—that now generate sought-after sponsorship opportunities, diversifying revenue streams as traditional publishing advertising and reprints decline. With hosts recognized by voice alone at scientific sessions and a fifth podcast launching in 2026, Chris demonstrates how audio content amplifies scientific publishing's reach beyond the page.
This episode features a recording from the 2025 Health Podcast Summit. Get free access to all 37 sessions here: healthpodcastsummit.com
Chapters
00:00 - Intro
03:49 - American Diabetes Publishing Overview
09:25 - Reaching Clinicians Through Podcasts
13:43 - ADA Member Spotlight and Updates
17:34 - Monetizing Diabetes Podcasts Successfully
19:46 - Adding Podcasts to Drive Impact
22:49 - Efficient Educational Brand Alignment
27:43 - Building Audience & Monetizing Content
30:19 - Exploring Diabetes Resources
Resources Mentioned
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Diabetes Journals Platform - 13 million annual unique visitors
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Diabetes Day by Day - Patient and caregiver education
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Diabetes Care On Air - Clinical research author interviews
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Diabetes Bio - Biomedical research highlights
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ADA Standards of Medical Care in Diabetes - Annual evidence-based recommendations
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ADA Scientific Sessions - 85+ year annual meeting
- Connect with Chris Kohler on LinkedIn: https://www.linkedin.com/in/christiankohler/
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