Eric discusses his thinking behind launching The Portal Podcast, as well as his theory that the podcast industry should explore moving to what he terms a "Riskvertising" model. In his theory, advertisers transition to becoming 'riskvertisers' by pledging to support and protect popular and responsible programs through hysterical social media outrage events. In such a model, audiences reward riskvertisers with a higher level of brand loyalty for taking the risk in not bending to moral panics in backing the most popular and responsible programs willing to tackle difficult issues that must be discussed in a healthy civil society. Interested parties should ask about risvertising opportunities on The Portal by sending an email to [email protected] describing your product in any I way you think would best work for our audience.