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	Title	Pub. Date	Duration
	Apple Podcasts Jake Shapiro on HLS Video, Monetization, iOS 27 Updates, and the Future of Podcasting	19 Oct 2026	00:40:05
How can HLS video, dynamic ad insertion, and omnichannel distribution transform podcasting—and creator revenue? In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Jake Shapiro, Head of Creator Partnerships at Apple, about the evolution of video podcasting on Apple Podcasts. Jake shares how Apple is implementing HLS (HTTP Live Streaming) video, opening up new monetization opportunities through dynamic ad insertion, and expanding consumption across Mac OS and tvOS in living rooms worldwide. As he puts it: “Where creators have cultivated a community, that's really where the attention is focused... and the money follows that by and large.” Here are some insightful moments within the episode: • Why loyal audience engagement is the true engine for podcast monetization • How HLS video seamlessly pairs with RSS while keeping creators in full control • The big unlock of dynamic ad insertion (DAI) and visual companions for video ads • Why video expands show reach, boosts completion rates, and supercharges follower growth • New iOS 27 and tvOS updates, including search within shows and living room playback • How human editorial curation and personalized discovery cross global borders Jake Shapiro is the Head of Creator Partnerships at Apple, leading initiatives that support creators and podcast publishers worldwide. A pioneer in open digital media, he previously co-founded PRX (Public Radio Exchange) and RadioPublic, shaping open distribution standards, technology, and listener discovery for the podcasting industry. Connect with Jake on LinkedIn: Learn more about Apple Podcasts for Creators: podcasters.apple.com Episode Chapters (00:00) – Bringing video podcasts to the big screen with tvOS (01:27) – Introduction to Jake Shapiro (01:58) – Where is the money in podcasting? (04:55) – Understanding HLS (HTTP Live Streaming) video (08:06) – Dynamic ad insertion (DAI) and visual companion ads in HLS (10:16) – Technical breakdown: Adaptive streaming and bitrates (12:30) – Preserving RSS as the foundation of open podcasting (13:06) – How video advertising and host reads work in HLS (15:42) – Integrating video podcast content into social and omnichannel strategy (17:23) – Dynamic ad network ecosystem fees and open platform access (20:33) – iOS 27 updates: Mac OS video, transcripts, and living room distribution (22:38) – Search within show: Finding topics, guests, and quotes in archives (24:18) – How editorial curation and personalization drive listener discovery (29:48) – What Jake is excited about: Mixed-mode consumption and industry convergence (31:09) – Six-month data: Big lifts in plays, audience growth, and net new followers (33:25) – Video as an additive channel for new audience discovery (35:00) – Accessibility and automatically generated transcripts (36:28) – What Jake is watching and listening to right now Some Additional PodBiz Buzz… “Where creators have cultivated a community, that's really where the attention is focused... and the money follows that by and large.” “HLS really is a game changer in a lot of ways... a foundation for what we believe will be podcasting's growth in the next era.” “Video isn't reducing what we're doing; it's only adding.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	How Mid-Tier Publishers Are Winning with Programmatic Ad Tech with Stacy Newhuis of SoundStack	12 Oct 2026	00:48:51
Can programmatic advertising really open up new revenue streams for mid-tier publishers and independent creators? In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Stacy Newhuis, Senior Vice President of Marketplace at SoundStack, about the evolving business of podcast monetization, ad tech, and industry trends. Stacy shares how SoundStack has evolved to champion tech-agnostic solutions, why mid-tier publishers are finally finding comfort in programmatic buying, and how embracing flexibility and "unreasonable hospitality" builds lasting partnerships. As she puts it: "We're very much of the opinion is, let's try everything and see what works and then grow and learn from what works. Versus penalizing people for what didn't work." Here are some insightful moments within the episode: Where the money is through reach extension and programmatic inventory How programmatic ad tech breathes new life into historical back catalogs Balancing brand safety, brand suitability, and political ad controls Why being tech-agnostic gives independent publishers the freedom to grow Applying "unreasonable hospitality" to customer service and client relationships Navigating the evolving intersection of audio and video podcasting Stacy Newhuis is the Senior Vice President of Marketplace at SoundStack, bringing over a decade of audio industry experience across traffic sponsorships, digital audio exchanges, and marketplace strategy. Connect with SoundStack: www.soundstack.com Episode Chapters (00:00) – Introduction to SoundStack and the philosophy of failing forward (01:42) – Where is the money in podcasting: Reach extension and programmatic inventory (04:00) – Turning baked-in ads into dynamic revenue opportunities for back catalogs (05:00) – The power of micro-creators and dedicated niche audiences (10:12) – Political advertising trends and granular audience targeting (11:54) – Why mid-tier publishers are shifting into programmatic solutions (14:14) – Stacy's journey into the audio industry and the early days of programmatic (18:33) – Why human connection and trust still drive successful ad buys (21:37) – SoundStack’s tech-agnostic approach and putting publishers first (27:12) – Behind the scenes: Team offsites, travel, and building company culture (30:34) – Delivering "unreasonable hospitality" to top-tier and mid-tier publishers alike (33:21) – Learning from failed integrations and keeping a growth mindset (38:44) – If starting over, why solo traveling and adaptability are essential skills (44:06) – What's next for podcasting: The rise of industry visibility and navigating the video landscape Some Additional PodBiz Buzz…"We're very much of the opinion is, let's try everything and see what works and then grow and learn from what works. Versus penalizing people for what didn't work." "People buy from people they like. I mean, the same is true within the workplace. People are more likely to help out people... when you know somebody is as a friend or as a real person and not just... what they're doing in their role." "Change is inevitable. It's coming. So how well are you going to respond when it does?" 🎧 Follow us on LinkedIn! https://www.linkedin.com/company/podbizpodcast 🎧 Subscribe to our newsletter! https://www.podbiz.net/mailing-list A thank you to our sponsors: Lean and Loaf: Your one stop shop for podcast video and audio post production. www.leanandloaf.com PodSEO: A specialized competitive intelligence and growth platform designed to optimize podcasts for search engines, listening apps, and AI assistants. www.podSEO.com A thank you to our media partners: Podnews: Daily news for the podcast and on-demand audio industry www.podnews.net Headliner / Disco: Disco converts your readers into podcast listeners. Quickly create, clip, and caption podcast videos with ease. www.headliner.app PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Why Brands Are Moving Beyond Keyword Blocking and Podcast Movement Takeaways with Tamara Zubatiy	05 Oct 2026	00:45:43
Where is the real money in podcasting, and how can AI bring radical transparency to brand suitability? In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Dr. Tamara Zubatiy, CEO and Co-Founder of Barometer, about brand safety, brand suitability, and the rapid rise of programmatic advertising in podcasting. Tamara shares how she transitioned from researching Human-Centered AI at Georgia Tech to building an engine that processes 50 years of media content weekly—giving major brands the confidence to invest in podcasting while protecting content creators from indiscriminate keyword blocking. As she puts it: “Brand safety is a binary property of content... but brand suitability is about context. A word isn't the same word in every context.” Here are some insightful moments within the episode: • Why programmatic advertising is the fastest-growing revenue channel in podcasting • The critical difference between brand safety and brand suitability • How blunt keyword blocklists accidentally defund news and premium journalism • Opening programmatic monetization opportunities for smaller and mid-tail creators • Navigating the industry measurement debate: downloads vs. impressions • How podcasting has evolved into the foundational anchor for creator content strategies Dr. Tamara Zubatiy is the CEO and Co-Founder of Barometer, an AI-powered brand suitability and contextual targeting platform for podcasting and emerging media. With a PhD background in Human-Centered AI from Georgia Tech, Tamara and her team analyze tens of thousands of hours of audio content weekly to build trust between enterprise advertisers and podcast publishers. Connect with Tamara on LinkedIn: https://www.linkedin.com/in/tzubatiy Learn more at Barometer: https://app.thebarometer.co/ Episode Chapters (00:00) The nuance of brand suitability vs. keyword blocking (01:20) Where is the money in podcasting? Programmatic growth (03:29) Chasing niche audiences in real time (05:01) From Georgia Tech PhD to founding Barometer (06:26) Why podcasting maintains unique listener trust (09:39) How programmatic opens monetization for smaller creators (11:33) Moving beyond blunt keyword blocklists (14:29) Brand safety vs. brand suitability explained (18:06) Key takeaways from Podcast Movement NYC (19:03) The measurement debate: Downloads vs. impressions (22:49) The rapid evolution of video podcasting (29:18) Deciphering YouTube’s new view and engaged view metrics (31:08) What enterprise brands require to scale audio ad spend (36:26) Processing 50 years of media weekly with AI & human review (38:52) Real-world case study: 30% CPA reduction & 87% incremental reach (44:03) The future of podcasting as the anchor of content strategy Some Additional PodBiz Buzz… “Brand safety is a binary property of content...Brand suitability requires nuance to understand that a word isn't the same word in every context.” “Podcasting is one of the only mediums where you're not being algorithmically fed; listeners open app directories because they know what show they want to hear.” “Early on, being able to be transparent with the community and get feedback in an egoless, honest way is what allowed us to succeed and build trust.” 🎧 Follow us on LinkedIn! https://www.linkedin.com/company/podbizpodcast 🎧 Subscribe to our newsletter! https://www.podbiz.net/mailing-list A thank you to our sponsors: Lean and Loaf: Your one stop shop for podcast video and audio post production. www.leanandloaf.com PodSEO: A specialized competitive intelligence and growth platform designed to optimize podcasts for search engines, listening apps, and AI assistants. www.podSEO.com A thank you to our media partners: Podnews: Daily news for the podcast and on-demand audio industry www.podnews.net Headliner / Disco: Disco converts your readers into podcast listeners. Quickly create, clip, and caption podcast videos with ease. www.headliner.app PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	How Privacy-First Data Is Changing Podcast Ads with Emma Raz of NumberEight	28 Sep 2026	00:51:34
How can podcasting move past guesswork to build true, privacy-first audience demographics? In this episode of PodBiz, Norma Jean Belenky speaks with Emma Raz, Director of Commercial at NumberEight, about the evolution of audience targeting and demographic data in podcasting. Emma shares how number eight was built post-GDPR to move beyond unreliable surveys and household IP tracking, using observed content consumption to deliver precise audience insights for advertisers and creators. As she puts it: “Limitations often lead to innovation. That’s what paved the way for us to think about data in a different way.” Here are some insightful moments within the episode: How programmatic advertising and host-read extensions are reshaping podcast monetization Why traditional audience surveys and IP-based matching fall short Building a privacy-first data framework under European GDPR laws Current listener demographic trends, millennial dominance, and true crime subgenres Achieving data parity across audio, streaming, and the new frontier of video podcasting Key career lessons on trust, reputation, and leading lean teams Emma Raz is the Director of Commercial at NumberEight, an audience intelligence platform specializing in privacy-first contextual and behavioral targeting. With a career background managing high-stakes hardware supply chains in Taiwan and leading business development at AppNext, she joined number eight as its first commercial hire to help scale its technology across digital media and podcasting. Connect with Emma on LinkedIn: https://www.linkedin.com/in/emmaraz/ Learn more at number eight: https://numbereight.ai/ Episode Chapters (01:55) Where is the money in podcasting? (04:29) Niche audience targeting and podcast lookalikes (07:25) Building audience data in a privacy-first world (10:07) Why IP matching and traditional surveys fall short (12:53) How NumberEight builds observed audience data (17:15) Who is listening to podcasts today? (19:43) Using audience data to shape content (23:17) How advertisers use demographic data (25:04) Bringing data parity to video podcasting (27:52) Navigating omnichannel budgets and agencies (32:23) Emma’s path from cybersecurity to ad tech (38:28) Scaling NumberEight as its first commercial hire (40:03) Why personal reputation builds company trust (42:21) Leading a lean team with a human-first approach (44:26) Growing through partnerships and collaboration (48:15) Adapting when industry shifts don’t go to plan Some Additional PodBiz Buzz… “Limitations often lead to innovation.”“Your reputation builds the company's reputation when you're starting this early.”“When you're looking to introduce change, you kind of have to walk people towards innovation.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Why the Future of Podcast Ads Belongs to Audience Data with Matt Shapo & Jason Adamski of IAB	21 Sep 2026	00:38:34
Where is the money in podcasting really going—and how is ad measurement evolving to keep up? In this episode of PodBiz, Norma Jean Belenky and John Kiernan sit down with Matt Shapo, Senior Director of the Measurement Center at IAB, and Jason Adamski, Director of Audio at IAB, for their very first in-person recording at the IAB Lab in New York City. Matt and Jason break down spending trends across top shows versus programmatic audience buying, the friction between downloads, plays, and engaged views, and how new IAB standards are helping creators and advertisers measure real ad performance. As Matt puts it: “To me, the most exciting thing moving forward is the fact that we can now actually bring the evidence. We can measure the response that those consumers have to ads that are in podcasts at a level that we never could.” Here are some insightful moments within the episode: • Where podcast ad dollars are moving beyond top-tier household names • The difference between traditional downloads, client-side plays, and YouTube views • How programmatic buying opens up monetization for the long tail of podcasts • Why IAB Tech Lab is bringing the AMP Accords under its technical working group • Bringing podcast ad exposure into broader omnichannel marketing mix models • How measurement is evolving from brand sentiment to hard performance outcomes Matt Shapo is the Senior Director of the Measurement Center at IAB, bringing nearly two decades of audio industry, news, and data experience from All Access Music Group. Jason Adamski is the Director of Audio at IAB, with 30 years of buy-side and client-side experience, including roles as North American Media Director for Ferrero and Media Director at Sam Adams. Together, they work to build consensus and measurement standards that elevate the entire digital audio and podcasting advertising ecosystem. Connect with Matt on LinkedIn: https://www.linkedin.com/in/mattshapo/ Connect with Jason on LinkedIn: https://www.linkedin.com/in/jason-adamski-034822/ Learn more at IAB: www.iab.com Episode Chapters 00:00 Intro Where is the money in podcasting? 01:48 Programmatic buying & long-tail audience growth 05:00 The role of IAB & IAB Tech Lab in setting standards 06:09 The history and evolution of the podcast download metric 08:00 Downloads vs. plays vs. YouTube’s engaged views 09:15 New IAB guidance: When listeners become viewers 10:13 Mid-roll sponsor break: Lean & Loaf 11:05 The shift to video consumption & play-based telemetry 16:08 Why video augments, rather than replaces, the podcast industry 20:41 Mid-roll sponsor break: podSEO 21:22 Navigating omnichannel measurement & media interoperability 24:25 Integrating the AMP Accords into IAB Tech Lab 29:20 Matt and Jason’s backgrounds in audio & buy-side media 32:11 Open doors & educational initiatives at IAB 35:33 The future of podcast ad measurement & proving ROI Some Additional PodBiz Buzz… “If you want to move fast, move alone. If you want to go far, go together.” “When you add podcasting to your media mix, you not only can have faith in a general way, but actually the ability to intelligently evaluate the outcomes.” “To have a world in which people have the ability to access content in a more varied and comprehensive fashion is a good thing.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	How to Make Your Podcast More Discoverable with Andrea De Marsi of PodSEO	14 Sep 2026	00:57:05
How do you make a great podcast easier to find? Andrea De Marsi, founder and CEO of PodSEO and co-founder of Spreaker, joins PodBiz to break down one of podcasting’s longest-running challenges: discoverability. Andrea explains why simply creating great content is not enough. Podcasters also need to think like marketers, from optimizing how their shows appear in Apple Podcasts and Spotify to building a presence across search, social media and increasingly, AI platforms like ChatGPT and Gemini. “Podcasting is basically a product like any other product, and it needs a little bit of time and effort to make it popular, to make it discoverable, so that people can discover it, like it, enjoy it and become loyal to it.” — Andrea De Marsi The conversation also looks back at Andrea’s journey building Spreaker, its merger with BlogTalkRadio and eventual acquisition by iHeart Media. He shares what he learned about programmatic advertising, adapting a startup to changing markets and maintaining company culture through rapid growth and acquisition. In This Episode • Why audience growth remains the foundation of podcast monetization • Why podcasters need to develop a marketing mindset • How podcast search differs from traditional web search • Why Apple Podcasts and Spotify can make discovery difficult • How AI is creating another opportunity for podcast discovery • Why consistent short-form content can support audience growth • How Spreaker evolved from web radio into a podcast hosting platform • What helped programmatic advertising work for independent creators • How Spreaker maintained its startup culture through acquisition • Why founders need to know when to pivot — and when to let something go Episode Chapters (01:58) Where is the money in podcasting? (04:16) Why podcasters struggle with marketing (09:25) Building a marketing mindset with PodSEO (12:54) Why podcast discovery is still difficult (19:41) Using social clips to feed discovery (22:51) How Spreaker got started (27:18) Merging Spreaker and BlogTalkRadio (31:20) Betting on programmatic podcast advertising (36:20) Building a strong company culture (38:41) Navigating the iHeartMedia acquisition (43:09) Podcasting’s wave of consolidation (46:45) Learning to adapt outside your comfort zone (49:02) Measuring entrepreneurial success (50:50) Why employee retention matters (52:34) What Andrea would do differently (55:07) What makes podcasting unique About Andrea De Marsi Andrea De Marsi is the founder and CEO of PodSEO, a platform designed to help podcasters improve discoverability across podcast apps, search, AI and social media. He previously co-founded Spreaker, helping grow the company from an early web-radio platform into a major podcast hosting and monetization business before its acquisition by iHeartMedia. His background spans engineering, podcast technology, programmatic advertising and entrepreneurship. Some Additional PodBiz Buzz“What we are actually creating is more like a tool that helps you get into the mentality of a marketer, so that you do all the necessary steps in order to market your product.”“You have to cover the search engines of the listening applications, but you also have to cover the recommendations of the AI engines. You have to cover your web presence. You have to cover the websites that are talking about podcasts and making recommendations.”“Companies are not the technology that they produce. Companies are not the data center where the software runs. Companies are made by people. If you are able to attract the right people, and if you nurture the culture of the company in a certain way, then you can succeed.”“Podcasting is unique. There’s a higher quality of the content. There’s a higher quality of the topics. They are less cliché, and they do not necessarily follow fashions and trends. You can find real gems within the podcast industry that are more difficult to find in other media.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Why You’ll Want to Be at Podcast Movement 2026 with Molly DeMellier	08 Sep 2026	00:45:17
What happens when a podcast conference stops trying to be everything to everyone and starts creating the right experience for the people actually in the room? Podcast Movement is heading to New York September 17th and 18th and with a completely reimagined format, and Molly DeMellier, Head of Communications at Sounds Profitable, joins PodBiz to break down what attendees can expect. This year separates the business side of podcasting from the broader creator conference, with the Sounds Profitable Business Summit bringing buyers and sellers together early in the week before Podcast Movement takes over Terminal 5 on Thursday and Friday. The goal? More focused conversations, stronger connections and programming designed around what attendees actually want to learn. As Molly explains: “We have seen conferences across industries that have just gotten bigger and bigger. And in trying to reach everybody, they consequently speak to nobody.” We also get into why New York and September matter, the decision to eliminate paid sessions from the Podcast Movement stages, bringing new speakers and perspectives into the industry, and why a $199 ticket is central to making the event more accessible to creators. “We really felt strongly that what occurs on stage should be what the industry wants to hear from.” In this episode we discuss, Why Podcast Movement redesigned its conference format What separates the Sounds Profitable Business Summit from Podcast Movement Bringing nearly 200 media buyers into the room Why Podcast Movement moved to New York and September Making the conference more accessible for independent creators How community voting helped shape this year’s programming Why Podcast Movement eliminated paid stage sessions Bringing new speakers, audiences and industries into podcasting How Sounds Profitable is helping podcasting reach beyond its own echo chamber Episode Chapters (02:12) Welcome back Molly DeMellier (02:51) Where the money is in podcasting now (04:49) Molly’s journey to Sounds Profitable (08:00) Taking podcast research beyond the echo chamber (11:45) Video, creators and the changing podcast landscape (19:56) Why Podcast Movement changed its format (20:36) Inside the Sounds Profitable Business Summit (21:38) Bringing media buyers into the room (24:30) The week’s new Podcast Movement schedule (25:57) How the community helped choose the sessions (30:02) Why Podcast Movement moved to New York (32:03) Why September matters (33:31) Making Podcast Movement more accessible (35:04) Putting the right people in the right rooms (38:31) Why there are no paid sessions on stage (41:10) What Molly is looking forward to at Podcast Movement (44:24) Bringing new people into podcasting Guest Bio Molly DeMellier is Head of Communications at Sounds Profitable, where she leads communications for the organization, Podcast Movement events and a growing roster of industry partners. Her podcasting career has included roles with Acast and Sundaze PR, and today her work spans media relations, content, marketing and communications strategy across the podcast industry. Some Additional PodBiz Buzz“In trying to reach everybody, they consequently speak to nobody.”“I think people will feel this year that for the first time, it’s the right people are in the right rooms.”“We really felt strongly that what occurs on stage should be what the industry wants to hear from.”“There was no cherry picking. There was no money spent to be able to get on stage.”“The lineup is not familiar to me, which is something that I think is really exciting.” Join Us at Podcast Movement NYC Podcast Movement NYC takes place September 17–18 at Terminal 5 in New York City, with two days of programming, five stages, more than 80 sessions, networking and live podcast recordings. General Admission tickets are $199. Get your ticket here: https://2026.podcastmovement.com/pm/registration PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	How Podcasting Gets a Bigger Share of Ad Dollars with David Krulewich	31 Aug 2026	00:52:02
If advertisers already understand the value of podcasting, what needs to happen for the industry to capture a bigger share of their budgets? David Krulewich, founder and CEO of Mission Media AI, joins PodBiz to look at where the money is moving across podcasting and the wider advertising ecosystem. David makes the case that the opportunity is no longer limited to selling podcast ads show by show. Advertisers are increasingly buying audiences, demographics and interests across large groups of content. For independent creators, that creates opportunities for highly specific shows with loyal audiences, even before they reach massive download numbers. But the bigger question is how podcasting competes for advertising dollars currently flowing into video, social and CTV. David argues that podcasting needs to become a truly omnichannel format, with audio remaining valuable while video, YouTube and new forms of distribution open the industry to much larger advertising budgets. “It's no longer a question by brands if they need to be spending in podcasting, the answer is yes.”“We're going to get more money in podcasting when we are creating podcasts that have video and we can get video dollars.” In this episode, we cover: Why audience-driven and contextual targeting are becoming more important to podcast advertising How smaller, niche podcasts can create valuable direct sponsorship opportunities Why creators should think beyond the audio feed when building their businesses How video could give podcasting access to significantly larger advertising budgets The growth of sports wagering, prediction markets and the advertising ecosystem surrounding them Why distribution may matter just as much as content as podcasting evolves What David has learned about entrepreneurship, partnerships and building Mission Media AI About David Krulewich: David Krulewich is the founder and CEO of Mission Media, a media and technology company connecting brands, creators and audiences across podcasts, streaming audio, CTV and digital media. Since launching in 2025, Mission Media has delivered more than one billion ad impressions and generated millions in revenue for creators and media partners. Previously, David held leadership roles at Audiohook and Katz Digital, where he oversaw more than $100 million in annual media spend across streaming audio and podcasting. He also co-founded Audiology, later acquired by Katz Digital, and has been part of three successful exits across his career in digital media and advertising. Episode Moments: (02:02) Where is the money in podcasting? (04:44) Why creators need a YouTube presence (09:47) When a smaller podcast becomes commercially valuable (16:44) How brands now view podcast advertising (17:42) Why podcasting needs video dollars (28:45) Sports betting, prediction markets and media (43:58) What entrepreneurship taught David about partnerships (47:25) Why distribution is king now Some Additional PodBiz Buzz:“You have to take calculated risks and you have to be dedicated to service.”“You can really start to create a small business, an enterprise business off of a very small audience.”“Advertisers follow audiences.”“Let's be service. And then the money will flow after that.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	How to Build a Better Podcast Ad Campaign with Andy Maxwell of Earmax Media	24 Aug 2026	00:48:54
What separates a podcast ad campaign that drives real business results from one that simply delivers a large number of impressions? Andy Maxwell, co-founder of Earmax Media, joins PodBiz to explain why successful podcast advertising starts with understanding exactly what a brand is buying. Audience fit, ad position, campaign measurement and the quality of the creative all affect whether a listener takes action. As Andy puts it: “If you can double down on that audience and that niche, the reach figure doesn't matter as much. It's the community that you build and you can charge a premium for that community.” Andy breaks down why niche podcasts can outperform larger shows, how pre-roll and mid-roll position affect performance and why a low CPM does not necessarily represent good value. He also explains how brands can track website visits, leads, purchases and return on ad spend rather than treating impressions as the final result. “You cannot overlook the importance of a great audio creative ad when it's in these, you know, let's say it's the perfect media plan. If you've got a shit ad, it's still going to do badly.” Here are some insightful moments within the episode: Why brands should focus on conversions instead of cheap reach How niche audiences create more valuable advertising opportunities Why first position within an ad break can improve performance What brands misunderstand about impressions, downloads and listeners How pixels, landing pages and discount codes measure results Why podcast ads need creative built for the listening environment When sponsoring an established podcast is smarter than launching a short branded series How video dynamic ad insertion could unlock evergreen inventory About Andy Maxwell Andy Maxwell is the co-founder of Earmax Media, a podcast media buying agency working with brands across the UK and Australia. He began his career at a brand agency before moving into broadcast PR, branded podcast strategy and podcast advertising. Andy also produced Whiskey Legends, an eight-part documentary podcast with his grandfather about the evolution of the whisky industry. https://earmaxmedia.com/our-work Episode Chapters (01:28) Where is the money in podcasting? (05:39) Why conversions matter more than cheap reach (08:08) How niche podcasts drive stronger results (10:41) Measuring podcast advertising performance (13:00) Active attention versus passive listening (17:20) What brands misunderstand about podcast inventory (19:58) Why premium ad placement matters (24:44) Building Earmax Media (30:23) Podcast advertising in the UK and Australia (33:23) Podcasting as the hub of a creator campaign (35:04) Why great creative still matters (36:35) Producing Whiskey Legends with Andy’s grandfather (38:43) Why branded podcasts need promotion (43:48) What Andy would do differently (45:39) The future of video podcast advertising Some Additional PodBiz Buzz...“An impression in the podcast environment is so much more valuable than in a broadcast radio environment.”“Ultimately every single podcast host is a creator.”“If you're a brand and you've got $50,000 or pounds or whatever and you're thinking, oh, we want to have a branded podcast, I would strongly advise, unless you're willing to commit to that podcast long term, as in weekly or biweekly for years, you're much better off sponsoring podcasts with a built in audience already of exactly who you want to reach and hosts that you trust, and just kind of piggyback off of their success.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Why Podcasting Is Growing Up with Helen Parker of Strange Magic	17 Aug 2026	00:59:56
What does it take to build a sustainable podcast business now that the easy money has disappeared? Helen Parker, managing director and co-founder of Strange Magic, joins PodBiz to discuss what podcasting looks like as the industry moves beyond its speculative boom years and into a more mature phase. Drawing on her background in technology and nearly six years leading Chalk & Blade, Helen explains why production companies need honest budgets, experienced teams and clearer expectations from the start. “It's not a dying industry in any way, shape or form. It's just an industry that's growing up a bit.” — Helen Parker The conversation explores why branded podcasts should not feel like infomercials, why producers need to respect the audience knowledge brands already have and why creative ambition must connect to business goals. Helen also explains why client management should not be pushed onto junior producers, how unrealistic rates damage the freelance ecosystem and why direct communication prevents bigger problems later. In This Episode • Why podcast funding is now spread across more revenue sources • How branded podcasts can serve business goals without becoming adverts • Why brands and production teams need to listen to each other • The hidden workload behind professional podcast production • Why experienced client-facing leadership keeps projects on track • How freelance rates, realistic budgets and sustainability are connected • How Podcast in Paradise combines creativity with business planning Episode Chapters (01:44) Where is the money in podcasting? (03:30) The end of easy money in podcasting (08:10) Why the industry needed to grow up (11:08) From the tech boom to podcasting (18:31) Building Chalk & Blade organically (20:12) Matching branded podcasts with business goals (23:19) Setting honest expectations with brands (25:40) Why producers need to listen to brands (28:11) Creating content audiences already want (31:23) AI, transcripts and podcast discovery (36:22) Launching Strange Magic (38:43) Why professional podcasts need experienced teams (42:09) The reality of freelance podcast rates (45:04) Building revenue beyond advertising (47:18) Why being direct matters (49:32) How much branding will listeners accept? (52:43) What Helen would do differently (54:25) Creating Podcast in Paradise (58:01) Why podcasting is growing up About Helen Helen Parker is the managing director and co-founder of Strange Magic. She previously served as managing director of Chalk & Blade, working across branded podcasts, investigative series, commercial strategy and client relationships. Her background in technology and business helps her connect creative production with practical goals, budgets and long-term sustainability. www.strangemagicstudios.com Some Additional PodBiz Buzz “For a lot of people, it feels like it's everywhere and also nowhere.”“There's no point in pitching or making a treatment that isn't authentic to the brand.”“Prepare to be underestimated about the level of work everything takes at all times in your career.”“I think being direct.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	How Podcast Attribution Unlocks More Ad Revenue with Jim Ballas of Magellan AI	10 Aug 2026	00:45:22
What if a podcast campaign is working but the advertiser’s measurement tools cannot see the full impact? Jim Ballas, President of Measurement at Magellan AI, joins PodBiz to discuss podcast attribution, audience data and how better measurement can help publishers sell more effectively while helping advertisers spend more confidently. Promo codes and basic reporting do not always capture every action a listener takes after hearing an ad. Jim explains how attribution connects podcast exposure to website visits, conversions and other customer behavior, giving advertisers a clearer understanding of which shows and campaigns are delivering results. “I think treating us like every other media is probably the biggest mistake that I will see happen.” — Jim Ballas Jim shares examples of campaigns where incomplete data made podcast advertising appear less effective than it really was. In one case, adding pixel-based attribution uncovered approximately 33% more conversions connected to podcast advertising. In another, improved measurement increased the percentage of captured impressions from roughly 70–75% to more than 95%. The conversation also explores video podcast advertising, psychographic audience data, international ad growth and multichannel measurement. Jim explains why podcasting should not be treated like radio, search or television, and why the industry’s history of working with limited user data may position it well as digital advertising becomes more privacy-conscious. In This Episode How attribution builds advertiser confidence Why podcast data differs from other digital media What counts as a podcast in the video era Video podcast advertising and additional ad inventory How audience trust drives advertising performance Psychographics and more detailed audience targeting Measuring podcasts across multichannel campaigns Advertising growth in non-English markets Why promo codes can undercount podcast conversions Host-read ads versus produced advertising Why advertisers should treat podcasting as its own medium Curiosity, collaboration and solving industry problems Episode Chapters (01:48) Where the money is in podcasting (03:42) How attribution helps unlock advertising budgets (06:05) What counts as a podcast today? (09:15) Podcast monetization growth and rising fill rates (10:46) How video podcast advertising is performing (14:02) Jim’s journey from radio to podcast ad tech (17:56) Protecting audience trust while monetizing (20:01) Why every podcasting problem is solvable (22:37) Psychographics and deeper audience data (23:50) Measuring podcasting across multiple channels (27:18) Podcast advertising growth outside the US (31:11) Finding conversions that attribution tools missed (33:35) What advertisers get wrong about podcasting (35:20) When host-read podcast ads perform best (39:07) Curiosity, confidence and career growth (43:01) The green space still ahead for podcasting Guest Bio Jim Ballas is President of Measurement at Magellan AI. He began his career in radio ad operations before joining PodcastOne in 2013, where he helped build and develop the company’s advertising technology and eventually became Chief Technology Officer. At Magellan AI, Jim works across planning, measurement and attribution, helping publishers demonstrate the value of their audiences and helping advertisers understand how podcast campaigns perform. His work also includes audience psychographics, YouTube measurement, streaming audio, display, broadcast radio and multichannel attribution. Some Additional PodBiz Buzz“Everything is solvable. I might not be able to do it tomorrow, but with the minds we have in this space, there is a solution.” — Jim Ballas“I would probably try to be more curious sooner.” — Jim Ballas“There’s so much green space in front of us as an industry. We get to chart our course.” — Jim Ballas PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	How to Build a Creator-Owned Podcast Business with Ainsley Rossitto of beehiiv	03 Aug 2026	00:59:56
What changes when podcasters stop renting access to an audience and start building a media business they own? Ainsley Rossitto, Head of Podcasts at beehiiv, joins PodBiz to discuss audience ownership, podcast monetization and the tools creators can use to build stronger direct relationships with listeners. Downloads show that an episode was accessed, but they do not tell creators everything they need to know about who is listening, how often they return or what they may be willing to buy. Ainsley explains why combining podcast data with newsletters, subscriptions and community can give creators a clearer view of their audience and more control over revenue. “You get a download, but what does that actually mean? Are you actually reaching different people? The same people? You can't sell something that you don't have any robust amount of data about.” — Ainsley Rossitto Ainsley also breaks down beehiiv’s expansion into podcast hosting, premium feeds, automated episode emails, community, digital products and AI-powered tools. The goal is not to launch everything at once. It is to build one strong channel, understand what the audience responds to and expand intentionally. In This Episode Why audience ownership matters How podcasts and newsletters work together Downloads vs. unique listeners Premium subscriptions and creator revenue Community, retention and audience feedback Building a podcast-first media business Why creators should not be everywhere at once Episode Chapters (01:52) Where the money is in podcasting (03:12) Owning and understanding your audience (05:35) Why beehiiv expanded into podcasting (10:00) Consolidating the creator tech stack (15:04) Lessons from NPR and Paramount (19:07) Monetizing valuable niche audiences (21:28) Newsletter best practices for podcasters (25:42) The podcast metrics that matter (34:06) Why podcast growth has no silver bullet (36:45) beehiiv’s new podcast tools (37:27) Community, retention and paid memberships (43:26) Keeping subscription revenue with the creator (48:47) Making the podcast the central product (52:03) Building an independent media company (58:49) Why creators should not be everywhere at once Guest Bio Ainsley Rossitto is Head of Podcasts at beehiiv. She previously worked at NPR and spent six years at Paramount developing podcast strategies around major talent and franchises. At beehiiv, she helps build tools for podcast hosting, analytics, subscriptions, community and creator monetization. Some Additional PodBiz Buzz“You don't need tens of thousands of downloads to make sufficient revenue. If you have a highly valuable audience that is really targeted and maybe smaller, but you're reaching all the CEOs in the room with your weekly podcast, that has value.” — Ainsley Rossitto PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Leveraging Bonus Content and Subscriptions for Monetization with Eric Barnett of Supporting Cast	27 Jul 2026	00:48:53
Are subscriptions really the most sustainable source of owned revenue in podcasting—and in media? In this episode of PodBiz, Norma Jean Belenky speaks with Eric Barnett, Vice President of Revenue at Supporting Cast, about the power and strategy behind podcast subscriptions. Eric breaks down how publishers, networks, and independent creators can build owned revenue streams, structure high-converting bonus content, and expand into corporate internal podcasting. As he puts it: “The ice cream in the sundae is your bonus content—that is the main star people are coming to the subscription for. All the other stuff like merchandise discounts, community, and events are the whipped cream and cherry on top.” Here are some insightful moments within the episode: • Why subscriptions offer revenue that podcasters truly own • How Slate Plus led to the founding of Supporting Cast • Why bonus content drives more subscription conversions than community features alone • Finding the sweet spot for subscription pricing and episode cadence • Key benchmarks for when a podcast should launch a paid tier • Best practices for audio calls to action and Spotify Open Access integrations • How internal company podcasts cut through corporate email fatigue Eric Barnett is the Vice President of Revenue at Supporting Cast, the leading independent podcast subscription platform powering premium experiences for major publishers, networks, and creators. With nearly 15 years in the audio industry, including extensive work in digital audiobook distribution at Findaway, Eric specializes in business development, partnerships, and monetization strategies across audio and corporate media. Connect with Eric on LinkedIn: / in / eric-barnett-audio Learn more at Supporting Cast: www.supportingcast.fm Episode Chapters 00:00 – The Ice Cream Sundae Analogy for Podcast Subscriptions 00:28 – Welcome to PodBiz 01:17 – Introducing Eric Barnett & Where the Money Is in Podcasting 02:57 – The History of Supporting Cast & Slate Plus 05:49 – Subscription Trends: Networks vs. Independent Creators 08:42 – What Bonus Content Actually Works Best? 10:45 – Bonus Content vs. Building a Community 12:03 – PodBiz is Brought to You by Lean and Loaf 13:18 – Pricing and Release Cadence Strategies 15:05 – Starting with One Tier vs. Launching Multiple Tiers 17:42 – When is the Right Time to Launch a Subscription? 19:57 – Best Practices for Promoting Your Subscription 23:20 – Eric’s Journey in Audio: From Audiobooks to Podcasting 27:30 – How Gated Podcast Technology & Individual RSS Feeds Work 31:17 – The Mindset Needed for Long-Term Subscription Success 32:43 – The Power of Internal Corporate Podcasting 39:25 – The Importance of Relationships in Business 41:58 – Common Mistakes Creators Make with Subscriptions 44:24 – Managing Subscriptions Across Large Networks 46:10 – What Eric Would Do Differently Starting Over 48:02 – The Future of Podcasting Some Additional PodBiz Buzz… “I believe the real money and the money that you truly own is with podcast subscriptions.” “It’s not something that you’re adding to your show; it’s something that’s a part of your show.” “When you own that revenue, it’s life-changing for these podcasts—it changes the trajectory of the whole show.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Why Brands Are Investing Beyond Podcast Downloads with Ricardo Neto of Acast	20 Jul 2026	00:50:25
What if the most valuable podcast audience is not listening to one of the biggest shows? Podcast advertising has traditionally been driven by scale, with major brands concentrating their budgets on the largest and most recognizable podcasts. But highly engaged niche audiences, creator-led communities and influence across multiple platforms are creating new opportunities for both brands and podcasters. In this episode of PodBiz, Ricardo Neto, Managing Director of US Sales at Acast, explains how brands are evaluating creators beyond RSS downloads. Podcast hosts are increasingly building influence across YouTube, social media, video, live events and branded experiences, giving advertisers more ways to reach their audiences and creators more ways to monetize their work. Ricardo also shares why smaller shows can sometimes generate deeper engagement, how authentic brand relationships can grow from a host-read ad into a much larger partnership and why podcasting’s open ecosystem remains important as the industry expands. As Ricardo puts it: “We’re evaluating influence and we’re working with creators that maybe we wouldn’t have in the past based on the size of their RSS, but they have really strong socials, really strong YouTube.” Here are some insightful moments within the episode: Why major brands are investing more meaningfully in podcast advertising How Acast evaluates creators across RSS, social media and YouTube Why niche audiences can be more engaged than audiences of larger shows How brand safety and suitability tools are helping more advertisers enter podcasting Why creator partnerships can grow from host reads into branded content, events and tour sponsorships How video gives podcasters access to content and video budgets Why podcast listeners will increasingly move between audio and video How authentic brand partnerships can motivate audiences to take action Why curiosity matters as podcasting continues to evolve What Acast looks for when hiring multiplatform podcast sales professionals About Ricardo Neto Ricardo Neto is the Managing Director of US Sales at Acast, where he works with brands, agencies and creators to develop podcast advertising and omnichannel partnerships. Before joining Acast, Ricardo worked at Spotify during a period of significant investment and expansion within podcasting. His experience spans digital audio, podcast advertising, creator partnerships and the New York advertising industry. Episode Chapters (01:27) Where is the money in podcasting? (03:58) Defining the podcast-first creator (06:47) Measuring influence beyond RSS downloads (09:58) Why audience fit matters more than size (11:13) Brand safety and suitability in podcast advertising (14:00) Why niche podcast audiences drive engagement (16:03) Moving advertisers beyond vanity buying (19:14) Growing host reads into larger brand partnerships (20:33) Ricardo’s journey from Spotify to Acast (24:38) Competing for video and content budgets (27:59) Protecting the open podcast ecosystem (30:00) How listeners move between audio and video (32:08) Why the podcast industry remains collaborative (34:27) Helping creators build sustainable careers (37:11) How loyal audiences support podcast advertisers (38:36) Simplifying omnichannel creator campaigns (40:20) Staying curious as the industry changes (44:02) How sales teams work directly with creators (46:00) Building a multiplatform podcast sales team (49:06) The future of omnichannel podcasting Some Additional PodBiz Buzz...“The data says that people are more engaged with smaller shows than they are with big shows.”“At the end of the day, everything comes down to authenticity.”“This channel moves audiences to action.”“Everyone can access the rails, which is really, really important.”“The toothpaste is out of the tube. It’s going to continue to be omni (channel.)" PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	One Year of PodBiz: Where the Money Is in Podcasting?	13 Jul 2026	00:38:37
In this special one-year anniversary episode of PodBiz, hosts Norma Jean Belenky and John Kiernan step away from interviewing a guest to reflect on the biggest lessons from the show's first year. Together they discuss why they launched PodBiz, the three monetization models that emerged again and again across more than 50 interviews, why transparency is still one of podcasting's greatest competitive advantages, and what creators can learn from some of the industry's most successful companies and independent podcasters. They also share what surprised them most about producing a weekly show, the emotional decision to release their tribute episode following the passing of podcasting pioneer Todd Cochrane, and why the biggest lesson from Year One is that there isn't just one way to build a successful podcast business. As Norma Jean says: "When we don't have transparent conversations around monetization, that's when people get left out." Here are some of the biggest lessons from one year of PodBiz: • Why transparency is still podcasting's greatest competitive advantage • The three revenue models that consistently appeared across more than 50 interviews • Why niche audiences often outperform bigger download numbers • What creators misunderstand about sponsorships, advertising, and brand partnerships • The production systems required to consistently publish a professional podcast • How sponsorship gave PodBiz something even more valuable than revenue: bandwidth • The guests and conversations that changed the way we think about podcasting • What's next for PodBiz as the show enters Year Two Norma Jean Belenky is the founder of NJB Media, an audience development strategist, and a member of the Board of Governors of The Podcast Academy. John Kiernan is the founder of Pod House Productions, helping creators and brands launch, produce, and grow podcasts. Connect with Norma Jean on LinkedIn: https://www.linkedin.com/in/njbelenky/ Connect with John on LinkedIn: https://www.linkedin.com/in/johnkiernanmusic/ Learn more about PodBiz: https://shows.acast.com/podbiz Episode Chapters (01:16) Celebrating One Year of PodBiz (03:02) Why We Started PodBiz (04:47) Why Transparency Creates Better Podcast Businesses (06:42) Delivering Real Value Instead of Industry Buzzwords (09:09) Three Podcast Monetization Models That Actually Work (11:26) Why Niche Podcasts Attract Better Sponsors (14:14) What Advertisers Want Every Creator to Understand (17:17) Remembering Todd Cochrane (21:47) What It Really Takes to Produce a Weekly Podcast (23:17) PodBiz's Biggest Wins During Year One (26:09) Why Sponsorship Changed the Way We Build the Show (28:42) Building Partnerships That Support Podcast Growth (29:15) Never Be Afraid of Your Numbers (30:53) Looking Back at More Than 50 Incredible Guests (36:56) What We're Building in Year Two (38:00) Where Is the Money in Podcasting? Some Additional PodBiz Buzz..."When we don't have transparent conversations around monetization, that's when people get left out.""That's when people miss the opportunity to go from hobbyist creator to professional media company.""The hardships of running a show is just being consistent.""It never occurred to me that we would have bandwidth.""Never be afraid of your numbers. Never be afraid of your metrics." Thank you to our sponsors: Lean and Loaf Your one stop shop for podcast video and audio post production. www.leanandloaf.com Podnews Daily news for the podcast and on-demand audio industry. www.podnews.com Headliner / Disco Disco converts your readers into podcast listeners. Quickly create, clip, and caption podcast videos with ease. Turn one full-length video into optimized, accessible podcast clips. www.headliner.app PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Why Independent Podcasters Need More Than Downloads with Rebecca Dalby of Triton	06 Jul 2026	00:55:59
Is programmatic advertising really just an automated machine, or does the real money in podcasting come down to relationships? In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Rebecca Dalby, VP of Demand at Triton Digital, about the nuances of programmatic audio and monetization. Rebecca shares her journey from fast-moving consumer goods to the podcasting industry, detailing Triton’s evolution alongside Spreaker and iHeartMedia, and how creators can build a more lucrative revenue model. As she puts it: “When it comes to real value behind programmatic transactions and making money on audio, it all comes down to relationships and the people behind it.” Here are some insightful moments within the episode: • Why human relationships drive automated programmatic transactions •How podcasters can successfully adapt a layered monetization strategy • The structural breakdown of SSPs (Supply-Side Platforms) and DSPs (Demand-Side Platforms) • Transitioning from independent start-up culture to a major media acquisition • Shifting the mindset from chasing high CPMs to maximizing overall yield (RPM) •Best practices for smart testing and tracking measurable audio campaigns • Ensuring brand safety with real-time transcription and ad quality tech • The future of digital media and programmatic transactions via AI agents Rebecca Dalby is the VP of Demand at Triton Digital. With a strong background in digital media and growth strategies, she previously led the Spreaker Prime Network team before transitioning into a global role managing demand across streaming and emerging audio formats. Connect with Rebecca on LinkedIn: / rebeccadalby Learn more at Triton Digital: www.tritondigital.com Episode Chapters (01:47) Where is the Money in Podcasting? (03:10) Host-Read Ads vs. Layered Monetization Strategy (04:47) Platform Partnerships for Mid-Tier Creators (06:22) Breaking Down the Acronyms: SSPs and DSPs (09:03) From Glamping to Audio: Rebecca’s Career Journey (11:12) The iHeartMedia Acquisition and Maintaining a Startup Mentality (12:33) Merging Spreaker and Triton Digital (13:54) PodBiz Buzz: Lean & Loaf Mid-Roll (15:18) Leading the Spreaker Prime Network (17:52) Shifting from Hyper-Niche Targets to Always-On Campaigns (19:31) The Gap Between Audio Consumption and Ad Budgets (21:14) Helping Buyers Test Audio Smarter (22:41) Setting Clear Objectives for Brand Lift (25:29) Why Post-Campaign Transparency Matters (27:34) Why Creators Should Care About Yield Over CPM Floor (31:17) Real-Time Campaign Tweaking in a Dynamic Landscape (32:32) Holistic Monetization: Live Shows and Merchandise (35:14) Pushing Past Creator Burnout (37:49) What People Don’t Know About Rebecca’s Daily Role (39:41) Content Suitability Tools and Episodic Pre-Bid Transcription (42:15) Preventing Bad Ad Fits on Sensitive Content (43:32) The Ongoing Need to Educate Publishers (46:56) Why Asking “Dumb Questions” Builds Better Careers (48:54) How Global Remote Work Changed Rebecca’s Career (53:27) AI Agents and the Future of Digital Media Transactions (55:47) Life Updates and the Next Generation of Podcasters Some Additional PodBiz Buzz… “To keep the podcast industry thriving and growing as it is now, it's kind of the duty of those podcast platforms to partner with creators.”“Just because you try something once as a buyer and it doesn't work... doesn't mean that audio doesn't work for your brand.”“Tweaking floor pricing and constant monitoring will allow you to unlock a serious amount more of revenue.” Thank you to our sponsors: Lean and Loaf Your one stop shop for podcast video and audio post production. www.leanandloaf.com Podnews Daily news for the podcast and on-demand audio industry www.podnews.com Headliner / Disco Disco converts your readers into podcast listeners. Quickly create, clip, and caption podcast videos with ease. Turn 1 full-length video into 10 optimized, accessible podcast clips. www.headliner.app PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Why Independent Podcasters Need More Than Downloads with Liam Heffernan	29 Jun 2026	00:48:50
Can independent podcasters compete without millions of downloads? Liam Heffernan thinks they can, but only if they stop treating downloads as the whole story. As Founder and CEO of Mercury Podcast Network, Liam has built a business around supporting the independent shows that often get overlooked by larger networks. For him, the opportunity in podcasting is not just about scale. It is about helping creators understand who they serve, how their audience behaves, and where real value can be built. Liam joins us to discuss why community matters more than raw download numbers, what independent creators should look for in a podcast network, and why mid-sized shows can be some of the most commercially interesting podcasts in the market. We also get into what makes a podcast a good fit for Mercury, why the relationship between creators and networks needs to be more than transactional, and how independent podcasters can think more strategically about growth. Liam also shares the story behind Independent Podcast Day, a new initiative celebrating the creators building shows outside the traditional media system. From launching Mercury to creating Orbit, Liam offers a practical look at the future of independent podcasting and why creators do not need the biggest audience to build a sustainable business. “For me, the money is in community.”“Downloads at face value are such a vanity metric because they only tell you a small part of the story.” In this episode, we discuss: Why downloads only tell part of the story How community creates stronger monetization opportunities What independent podcast networks actually do for creators Why mid-sized podcasts are often underserved How Mercury Podcast Network evaluates new shows Why niche audiences can be more valuable than mass audiences The relationship between podcast networks and creator trust The launch of Independent Podcast Day How Orbit gives more creators access to network-level tools Why video can expand podcasting without replacing audio About Liam Heffernan: Liam Heffernan is the Founder and CEO of Mercury Podcast Network, an independent podcast network focused on helping creators grow, monetize, and build sustainable podcast businesses. Before launching Mercury, Liam worked in radio, finance, and podcast production, giving him a practical view of both the creative and commercial sides of audio. He is also the creator of Independent Podcast Day, an initiative designed to celebrate independent podcasters and spotlight the creators who continue to shape the future of the industry. Website: https://mercurypodcasts.com/ Independent Podcasters Day: https://independentpodcastersday.com/ Mercury LinkedIn: https://www.linkedin.com/company/mercury-podcast-network Episode Moments: (02:04) Community is King (07:23) Liam’s journey from banking to podcasting (14:53) Why Mercury Podcast Network exists (22:53) How Mercury chooses the podcasts it represents (25:43) The story behind Independent Podcast Day (31:47) Why audience comes before monetization (36:29) Orbit and expanding access for independent creators (42:59) Lessons from building an independent podcast network (47:40) Why video is expanding podcasting Some Additional PodBiz Buzz: “I've said to many people in sort of how I come back to the success and sort of the monetization of our network is, is relational, not transactional. That's why not our first year, you know, I had bills to pay, but, I wanted to focus on building something that felt meaningful, that felt arguable, because, you know, long term that that's where the money is.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Building Creator-Owned Media with Stella Young of Tiny Legends and This Is TV Now	22 Jun 2026	00:56:04
What happens when a YouTube creator mindset collides with traditional podcasting? For Stella Young, the answer is a completely different way of thinking about audience growth, monetization, and ownership. As the founder of Tiny Legends and co-host of This Is TV Now alongside Dane Cardiel, Stella entered podcasting after years in the YouTube ecosystem. What she found was an industry that often viewed creators, influencers, and audience relationships very differently than digital media. "If you have a big Patreon, you're making more money than the biggest podcast from ads. I'm a big believer in people helping people. That's where the money is." In this episode, Stella shares lessons from producing comedy podcasts, working with creators and celebrities, launching viral content strategies, and building a production company focused on quality over quantity. She also offers a candid look at the realities of podcast production, the challenges of pricing creative work, and why she believes the future belongs to creator-owned media. In This Episode We Discuss: Why Stella believes memberships outperform advertising for many creators The differences between YouTube culture and podcast industry culture How Tiny Legends built a reputation through viral podcast clips Why social media audiences and podcast audiences are often different products The rise of video-first podcast strategies Creator ownership, audience control, and intellectual property The challenges of producing celebrity-driven podcasts Building a sustainable production company Why many podcast producers struggle to charge what they're worth The launch and mission behind This Is TV Now What podcasting can learn from digital creators and influencers Connect with Stella Young Instagram: https://www.instagram.com/stellatheproducer https://www.instagram.com/tinylegends.prod Tiny Legends https://www.tinylegends.media This Is TV Now https://www.thisistvnow.com LinkedIn: https://www.linkedin.com/in/stella-young About Stella Young Stella Young is the founder of Tiny Legends, a production company specializing in creator-led content, podcast production, and digital media strategy. With roots in the YouTube creator ecosystem, Stella has worked across live events, comedy podcasts, social media, and content production. She is also the co-host of This Is TV Now, a new podcast exploring the intersection of creators, entertainment, internet culture, and the future of media. Episode Chapters (01:44) Where Is the Money in Podcasting? (05:20) What Podcasting Gets Wrong About Creators (13:31) From YouTube and Live Events to Podcast Production (18:23) Why Podcast Clips Became a Growth Engine (20:23) The Difference Between Viral Clips and Podcast Downloads (22:12) Building Tiny Legends (25:03) Celebrity Podcasts and Authenticity (27:12) Video-First Podcasting and Membership Revenue (34:44) Launching This Is TV Now (39:46) Producer Pay, Transparency, and Industry Challenges (51:56) What Stella Would Do Differently Starting Over (54:26) The Future of Creator-Owned Media Some Additional PodBiz Buzz"The future is podcasters becoming influencers and going directly to brands and audiences.""I was pretty early on the clip train. I was like, we need to do a really good clip every day.""I think the best way for creators is people funding people.""Embracing this mentality gives creators more control over their audience, their IP, and the way they build their business.""I think the future belongs to creators who own their relationship with their audience." PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Owning the Work: N'Jeri Eaton on Building a Creator-Owned Podcast Business After Big Tech	15 Jun 2026	00:51:11
How do you build a podcast business that's truly your own? After leadership roles at NPR, Apple, Netflix, Wondery, and Amazon, N'Jeri Eaton made a decision that more podcast professionals are considering: stop building for someone else's platform and start building something you own. In this episode of PodBiz, Norma Jean Belenky speaks with N'Jeri about creator ownership, independent production, and the realities of building a media business in today's podcast landscape. From shaping podcast strategy at some of the industry's biggest companies to launching Type C Studios, N'Jeri shares what she's learned about storytelling, audience growth, collaboration, and creating work that lasts. As she puts it: "I'm going to invest in myself, create my own company, really invest in my own brand. And if I'm doing a podcast, I'm going to find a way to pay for it myself. Because I own it and I control it." Here are some insightful moments within the episode: • Why production services and creator-owned businesses are becoming a larger part of podcasting's future • What N'Jeri learned working at NPR, Apple, Netflix, Wondery, and Amazon • How the podcast industry's recent layoffs have reshaped career paths for creators and producers • Why independent creators are increasingly choosing ownership over employment • The business realities behind narrative podcast production budgets • What large media companies still get right about podcast monetization • Why video should be part of every podcast growth conversation • How Type C Studios helps creators and organizations develop impactful audio and video projects Episode Chapters (01:35) Where the Money Is in Podcasting Today (07:17) The Impact of Industry Layoffs (09:12) Why Narrative Podcasting Still Matters (15:38) From Documentary Film to NPR (19:12) Building Podcast Strategy at Apple (26:05) Netflix, Companion Content, and Audience Growth (33:49) Launching Type C Studios (40:30) The Economics of Podcast Production (45:00) Turning "No" Into a Collaborative Yes (48:04) Why Podcasting Should Have Embraced Video Earlier (50:51) What Excites N'Jeri About Podcasting's Future About N'Jeri Eaton N'Jeri Eaton is the CEO and co-founder of Type C Studios, a podcast and media production company helping creators, publishers, and organizations develop high-impact audio, video, and storytelling projects. Prior to launching Type C Studios, she held leadership roles across some of the most influential media and technology companies in podcasting, including NPR, Apple Podcasts, Netflix, Wondery, and Amazon. Throughout her career, N'Jeri has focused on helping storytellers reach audiences, building innovative content strategies, and creating opportunities for underrepresented voices across media.Connect with N'Jeri Eaton LinkedIn: https://www.linkedin.com/in/njerieaton/ Learn more about Type C Studios. Some Additional PodBiz Buzz "I think the biggest thing I learned at NPR is that if I hear a no, I always try to understand what's behind that no. If you're talking to someone and they feel really heard, then everything becomes much more collaborative." PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	The Future of Podcast Advertising in Latin America with Rodrigo Tigre	08 Jun 2026	00:51:19
How do you build the infrastructure for a podcast market that's about to become larger than the United States? For years, podcast industry conversations have largely centered around English-speaking markets. But according to Rodrigo Tigre, President and Co-Founder of Ozen.fm, the next major growth story may come from somewhere else entirely. Rodrigo has spent more than two decades working in digital advertising and audio, helping brands, creators, and media companies navigate evolving technology and audience behavior. Today, through Ozen.fm, he's focused on connecting podcast creators, advertisers, and networks across Latin America while helping the industry solve one of its biggest challenges: monetization. As Rodrigo explains: "By 2027, the podcast consumption in Latam will surpass U.S., so we will have more podcast listeners than we have in the U.S." That growth creates enormous opportunity, but it also requires education, measurement, attribution, and infrastructure capable of supporting advertisers across multiple countries, languages, and audience segments. As he puts it: "When we have these tools that can show audience results, there's going to be a shift into more investing, more money into the space." In this episode of PodBiz, Rodrigo joins Norma Jean Belenky to discuss the future of podcast advertising in Latin America, why audio remains one of the most powerful engagement channels available to brands, and what creators should understand about the next wave of podcast growth. Here are some insightful moments within the episode: • Why Latin America is projected to surpass the U.S. in podcast listenership • The differences between Brazil's podcast ecosystem and the broader Spanish-speaking market • Why podcast advertising still represents a surprisingly small share of digital ad spend • How attribution and measurement are helping unlock new advertiser investment • The opportunity dynamic ad insertion creates for evergreen podcast content • Why radio broadcasters are increasingly embracing podcasting • The challenges and opportunities of serving multilingual audiences • How Ozen.fm is helping connect creators, advertisers, and podcast networks across Latin America About Rodrigo Tigre Rodrigo Tigre is President and Co-Founder of Ozen.fm, a podcast advertising marketplace serving creators, networks, and advertisers across Latin America. With more than 25 years of experience in digital media, advertising, and audio, Rodrigo has helped shape podcast monetization strategies throughout Brazil and the broader LatAm market. He is also an active contributor to industry standards through IAB Brazil and has spent more than a decade working at the intersection of podcasting, technology, and advertising. Connect with Rodrigo Tigre on LinkedIn: https://www.linkedin.com/in/tigre/ Episode Chapters: (00:00) The LatAm Opportunity (01:07) Podcast Monetization Models (03:53) Brazil's Podcast Market (06:16) Borderless Audiences (07:40) Advertising Growth (13:09) The Ad Spend Gap (18:23) Educating Advertisers (22:32) Radio And Podcasting (24:05) Audio-First Content (27:04) Monetizing Back Catalogs (29:27) Dynamic Host-Reads (32:17) Building Ozen.fm (36:18) Rodrigo's Journey (43:50) Attribution And Measurement (46:03) Advertising In The Family (49:28) The Future Of Podcasting Some Additional PodBiz Buzz: "Podcasting is a digital medium that you can listen to offline without a screen.""We truly believe in the power of audio and the engagement it creates.""The influence of it is completely different." PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Building a Sustainable and Successful Podcast Membership Model with Joe Fucigna	01 Jun 2026	00:53:51
How can a membership model transform your podcast from an unpredictable hobby into a recurring revenue stream? In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Joe Fucigna, a creator membership specialist, about the power of direct-to-fan monetization models. Joe shares how he helps podcasters transition away from unpredictable advertising cycles to build thriving communities and sustainable businesses. As he puts it: “A lot of what building or running a membership is data-backed feedback... when you're building the membership, it's like you build it around what people want.” Here are some insightful moments within the episode: 🎧 Why advertising is unpredictable and how memberships offer predictable, recurring revenue 🎧 Why the top-performing podcast memberships are often shows you’ve never heard of 🎧 How an "emotional connection score" matters more than download numbers 🎧 The 3 crucial questions creators ask before launching a membership 🎧 Why you must separate passive listenership from actively engaged communities 🎧 Using a Minimum Viable Product (MVP) survey to prevent launch failure 🎧 Choosing the right platform based on where your audience already exists About Joe Fucigna: Joe Fucigna is a creator membership specialist with an extensive background helping talent navigate the fan monetization landscape. With professional experience spanning Patreon as well as traditional entertainment agencies like UTA and A3 Artists Agency, Joe works with niche and major creators alike to maximize their community value through direct data-backed strategies. Connect with Joe Fucigna on LinkedIn: https://www.linkedin.com/in/joe-fucigna/ Learn more about Joe Fucigna Consulting: https://www.joefucignaconsulting.com/ Episode Chapters: 00:00 – Relationships over platforms 01:10 – Where is the money in podcasting? 03:18 – Understanding the modern "Fan-scape" landscape 04:42 – Why brand deals and ad revenue aren't predictable anymore 05:50 – Owning your audience vs. renting platform space 08:05 – The power of niche micro-creators 09:13 – Measuring your audience's emotional connection score 11:24 – Finding top independent creators on Graphtreon 13:56 – Mid-roll: Shoutout to our video partner Lean & Loaf 15:44 – The 15 to 20-question membership validation survey 17:52 – Why active feedback beats passive listening data 20:05 – Building an MVP (Minimum Viable Product) to avoid failure 22:22 – Platform agnosticism: Where does your community live? 24:12 – The 1% to 3% conversion game 26:14 – How Joe Fucigna got his start in the entertainment industry 29:32 – From booking touring musicians to talent management 32:45 – Navigating traditional talent agencies (UTA & A3) 36:08 – The transition from Hollywood agent to creator consultant 39:40 – What traditional media gets wrong about creator monetization 42:55 – The daily grind of building a membership strategy 46:12 – Overcoming creator fear of "selling out" to their audience 49:30 – Case study: The unexpected power of small, rabid communities 52:15 – Why membership unlocks long-term creative freedom Some Additional PodBiz Buzz: “Direct-to-fan is like: Do you have an email address from the person that purchased that product or engaged with you? Otherwise, it's not.” “The number of people that said that they would pay $5 or more is very closely correlated to the number of members you'll have at launch.” “When people see that the thing that they provided feedback on actually came to be, they're like, 'Oh, this is a collaboration.'” - Listen on your favorite podcast listening app! 🎧 https://shows.acast.com/podbiz Follow us on LinkedIn! 🎧 https://www.linkedin.com/company/podbizpodcast Subscribe to our newsletter! 🎧 https://lp.constantcontactpages.com/sl/W5tCHud/PodBizNewsletterSignup Comment, share, or repost your episode from our YouTube channel: 🎧 https://www.youtube.com/@PodBizPodcast?sub_confirmation=1 PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Why Podcast Advertising Still Runs on Predictions, Not Certainty with Sean Howard	25 May 2026	00:45:40
How do podcast publishers actually know what inventory they can sell? According to Sean Howard, most of the industry historically hasn’t. In this episode of PodBiz, Sean Howard, founder and CEO of Flightpath and co-founder of Fable and Folly, breaks down one of the biggest operational problems in podcast advertising: forecasting ad delivery in a medium built around unpredictable audience behavior. Before building Flightpath, Sean worked across fiction podcasting, branded content, and podcast audience growth. Through years of buying and selling podcast advertising, he realized that publishers, networks, and sales teams often didn’t actually know what they could reliably deliver to advertisers, creating cascading problems around campaign fulfillment, inventory management, and monetization. That insight became the foundation for Flightpath, a platform focused on predictive inventory forecasting, campaign management, and helping publishers better understand how audiences consume content across podcasting and video. The conversation also explores how creator behavior is changing as podcasting evolves into a multi-platform ecosystem spanning RSS, YouTube, Spotify video, newsletters, memberships, and creator-owned media businesses. Sean shares why podcast audiences behave differently than social audiences, how evergreen podcast catalogs create long-tail monetization opportunities, why YouTube discoverability is often misunderstood, and what the next generation of creator media companies may look like. In this episode we cover: Why podcast ad inventory forecasting has historically been unreliable How predictive modeling changes podcast monetization The operational challenges behind podcast advertising sales Why podcasting’s evergreen back catalog is so valuable How audience behavior differs between podcasts and YouTube Why creators are rebuilding audiences across multiple platforms The rise of simulcast monetization strategies Why podcast listeners behave differently than social media audiences The evolution of fiction podcasting and independent creator networks Why creator-owned media companies are becoming increasingly powerful Episode Chapters (00:00) Why podcast ad forecasting is still broken (01:29) The origin story behind Flightpath (03:29) Predicting audience behavior across platforms (06:08) Why podcast publishers oversell inventory (08:05) Audience targeting vs download metrics (11:32) What actually drives discoverability on YouTube (15:42) Why podcast back catalogs are so valuable (20:49) The operational side of podcast ad sales (26:16) Building Fable and Folly in the early days of podcasting (31:40) Why podcasting still feels scrappy (40:40) What Sean would do differently building a media company today (43:38) Why creator-owned media businesses are the future About Sean Howard Sean Howard is the founder and CEO of Flightpath, a predictive inventory and campaign management platform for podcast publishers and media companies. He is also the co-founder of Fable and Folly, one of the pioneering fiction podcast networks, and previously worked with Pacific Content during podcasting’s early branded content expansion. Connect with Sean: https://www.flightpath.fm/ https://www.fableandfolly.com/ https://www.linkedin.com/in/seanhoward/ Some Additional PodBiz Buzz“Nobody had a clue what they could actually promise. They were just giving us a number.”“Podcasting has this deeper trust relationship. We’re actively engaged in what we want to listen to.”“The creators are starting to set the terms. They’re owning the audience, literally and figuratively.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	What Podcast Metrics Actually Matter? Tom Webster on Discovery, Data & the Future of Audio	18 May 2026	01:02:10
How do you measure the value of a podcast when the industry still can’t fully agree on what counts as a listener? Tom Webster has spent decades helping the audio industry answer exactly that question. From traditional radio research to podcast analytics, audience behavior, and platform evolution, his work has shaped how podcasting understands itself and where it’s heading next. In this episode of PodBiz, Tom joins us to discuss the changing realities of podcast measurement, the rise of YouTube as a discovery engine, and why podcasting’s intimacy continues to outperform almost every other form of media. We also get into why creators misunderstand growth, how niche podcasts quietly become massive businesses, and what happens when an industry matures faster than its measurement systems. Tom also breaks down why podcasting is increasingly being shaped by algorithmic platforms, fragmented analytics, shifting consumer behavior, and the broader attention economy and why creators need to stop obsessing over vanity metrics and focus on building something audiences genuinely return to. In this episode, we cover: Why downloads no longer tell the full story The rise of YouTube as podcasting’s top discovery platform Why podcast audiences behave differently than social audiences How niche podcasts quietly generate enormous business value The challenge of fragmented podcast analytics Why audience retention matters more than vanity metrics How traditional radio adapted to digital audio Why creators need to stop competing with everyone else What podcasters should actually be measuring About Tom Webster: Tom Webster is Partner at Sounds Profitable and one of the most respected researchers in podcasting and digital audio. Prior to joining Sounds Profitable, he spent more than 18 years at Edison Research, helping lead some of the industry’s most influential studies on podcast consumption, audience behavior, and media trends. Episode Moments: (00:00) Introduction to PodBiz (01:06) Where the money is in podcasting (06:15) Why podcasting creates deeper intimacy (10:23) The reality of podcast audience growth (11:15) Why niche podcasts can become valuable businesses (16:14) The measurement questions keeping podcasting up at night (20:08) Spotify, YouTube, and platform competition (21:25) Why podcast analytics remain fragmented (26:07) Tom Webster’s path into podcasting (28:53) How radio is adapting to podcasting (34:03) Competing against yourself as a creator (45:13) The moment YouTube changed podcast discovery (50:14) What podcast creators should actually measure (52:01) Leaving Edison Research for Sounds Profitable (01:00:29) What excites Tom about podcasting’s future Some Additional PodBiz Buzz:“The retention is so much stronger with podcasting that once somebody does subscribe to your show, they really are part of a community that you've built.”“You’re only competing against yourself. It’s how can you be better tomorrow and better the day after that, and a little bit better and so good that they can’t ignore you.”“When you create that value for your show, it will be found. Whether it’s from a network, whether it’s an acquisition, whether it’s from your own subscriber base.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Building Trust at Scale in Health Podcasting with Dan Kendall	11 May 2026	00:52:09
How do you build a podcast business when your audience is highly specialized, deeply regulated, and incredibly difficult to reach? Dan Kendall has spent nearly a decade proving that small, focused podcast audiences can create outsized business value. As the founder of Health Podcast Library and creator of Digital Health Today, Dan built one of the earliest podcast ecosystems dedicated to healthcare innovation, medical technology, and evidence-based content. In this episode of PodBiz, Dan breaks down how healthcare podcasting evolved from a niche experiment into a trusted infrastructure layer for audience education, brand positioning, and professional discovery. He also shares why many companies still misunderstand podcasting, how he sold his first sponsorships before the industry had clear pricing models, and why trust, not scale alone, is often the most valuable currency in podcasting. “I don't think having a podcast is a binary decision anymore. It's not do I don't I? It's about what kind of podcast do I create.” In This Episode, We Cover: Why niche podcast audiences can outperform larger shows commercially How Dan monetized Digital Health Today before podcast ad standards existed The role of trust in healthcare podcasting and branded content Why healthcare companies are using podcasts as educational infrastructure The difference between owned, earned, and paid media in podcast growth Why most organizations think about podcasting incorrectly How Health Podcast Library vets credible health content What podcasting can learn from the Airbnb marketplace model The business opportunity behind highly targeted professional audiences Why podcasting is no longer a “should we?” decision for brands Episode Moments: (00:00) Why podcasting is no longer a binary decision (01:37) Where the money is in podcasting (04:13) Launching Digital Health Today (06:47) Dan’s first sponsorship strategy (14:14) Why niche audiences became commercially valuable (15:03) Selling annual podcast sponsorships (17:59) Podcasts as sales and education infrastructure (21:49) Building “WebMD for your ears” (23:15) The vision behind Health Podcast Library (27:18) Owned, earned, and paid media strategies (31:06) Why healthcare professionals needed podcast discovery tools (33:01) Launching the Health Podcast Awards (35:08) Why creators overcomplicate getting started (37:01) Using podcasts to educate customers before sales conversations (44:04) The Starbucks moment that validated podcast sponsorship (47:04) The biggest misconception about Health Podcast Library (48:24) Dan’s advice for podcasters entering niche industries (50:08) Why Dan is excited about podcast industry events and the Health Podcast Summit About Dan Kendall Dan Kendall is the founder of Health Podcast Library and the creator of Digital Health Today. With more than 30 years of experience across healthcare, medical technology, and innovation, Dan has become a leading advocate for evidence-based podcasting within the healthcare industry. Through Health Podcast Library, Health Podcast Summit, and related initiatives, he works to elevate credible health content and help creators, organizations, and professionals use podcasting more effectively for education, trust-building, and audience engagement. Connect with Dan Kendall Health Podcast Library Website: healthpodcastlibrary.com YouTube: youtube.com/@healthpodcastlibrary Instagram: instagram.com/healthpodcastlibrary LinkedIn: linkedin.com/company/health-podcast-library Some Additional PodBiz Buzz“Hope is a terrible strategy.”“What are the key things that you wish every potential client, user, consumer, patient, professional, whoever they are, what are the key things that you wish all of them knew before you flew out to see them?”“When they choose to trade their time and their attention for your content, what are you doing to help them be better in their life?”“Everybody's telling me they heard me on your podcast. I think this is your audience in this room.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Owning Your Audience Is the Business Model with Michelle Jackson	04 May 2026	00:42:58
If you don’t own your audience, are you actually building a business? This week on PodBiz, Michelle Jackson, founder of Creators Getting Paid, breaks down why most creators struggle to monetize and what’s actually required to turn a podcast into something sustainable. Her work sits at the intersection of independent creators, community building, and revenue transparency, giving her a clear view into what’s working and where people get stuck. The throughline is simple: monetization isn’t about doing more content. It’s about building something around the content that converts. “There’s no one way to monetize a podcast… each podcast is completely different.” That flexibility is part of the opportunity, but also the problem. Without a defined structure, most creators default to focusing only on the show itself. “If you get nothing out of this whole conversation… you need to be collecting your audience.” Because the gap isn’t effort or even consistency. It’s ownership. This conversation looks at what actually needs to be in place beyond the podcast feed, and why building an audience you control is the difference between a project and a business. In this episode: Why there’s no single path to monetizing a podcast Why most podcasters struggle to believe they can make money The difference between building a show and building a business Audience ownership vs. platform dependency Email lists, newsletters, and what actually matters Why content alone doesn’t convert When to pause, pivot, or rebuild a podcast Crowdfunding and alternative funding models The tradeoffs of running multiple creative projects Episode Moments (01:13) Where the money in podcasting actually depends (02:58) Deciding to monetize your work (05:18) Why owning your audience is critical (10:29) Email lists vs. newsletters (14:17) Turning content into community (19:04) Why most content doesn’t convert (21:27) Taking a break to build something better (23:29) Crowdfunding as a funding model (27:08) Why podcasters get stuck at the show level (37:18) The cost of splitting focus (41:12) The opportunity for more creative podcasting About Michelle Michelle Jackson is the founder of Creators Getting Paid, a platform focused on transparency around how creators earn revenue. She works across independent creators and organizations, helping them build sustainable income through audience ownership, community development, and strategic brand ecosystems. She is also a long-time podcaster with over a decade of experience across personal finance and creator economy content. Some Additional PodBiz Buzz“I think, first of all, just deciding that you want to monetize your show… like unapologetic, I will make money.”“You need leads. You need people. You need a community to sell that to.”“Most people’s content is really boring… they’re just not taking risks.”“If you only focus on one project, it will grow faster.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Podcast Infrastructure and Platform Economics with Brendan Monaghan	27 Apr 2026	00:42:09
If podcasting is growing, why is monetization still uneven and who actually captures the value? This week on PodBiz, Brendan Monaghan, CEO of Libsyn and former co-founder of Megaphone, breaks down podcasting from the platform layer: hosting, monetization, and the infrastructure shaping the industry behind the scenes. With experience spanning Spotify, Megaphone, and The Washington Post, Brendan brings a systems-level view of how podcasting has evolved from distribution to a more complex, platform-driven ecosystem. The throughline is clear: podcasting is still being built, and that has implications for how creators, platforms, and businesses should think about strategy. “Broadband didn't exist. My job now didn't exist then.” That same reality applies today. The industry isn’t fully defined and neither are the roles within it. “The things that you will end up doing don't exist right now.” Which makes podcasting less about optimizing a known playbook and more about understanding where infrastructure is heading. This conversation focuses on the mechanics: how platforms scale, where monetization actually works, and why distribution alone is no longer enough. In this episode: Why podcast hosting is evolving into a broader infrastructure layer Where revenue actually sits across platforms, creators, and advertisers The difference between building audience and building a business How Megaphone scaled into a high-growth ad platform and what that signals Why SaaS is becoming central to podcast monetization What platform expansion into global markets changes for creators Why long-term opportunity in podcasting is tied to systems, not just content Episode Moments (00:00) Early media convergence and what didn’t exist yet (01:30) Platform economics and value capture (05:00) Hosting vs infrastructure (10:00) Monetization realities at scale (15:30) Platform expansion and SaaS strategy (20:00) Creator misconceptions about revenue (27:00) The future of podcast careers (35:00) Lessons from Megaphone and Spotify (45:00) Global growth and platform positioning (53:00) What comes next About Brendan Brendan Monaghan is CEO of Libsyn and joined its Board of Directors in 2024. He previously co-founded Megaphone, a podcast advertising and publishing platform acquired by Spotify, where he went on to lead its global SaaS business. His background spans platform strategy, media, and business development across companies including The Washington Post and Slate. Some Additional PodBiz Buzz“I studied television production at university, and when I was at university we were having debates about convergence. You know, would we one day be able to watch television through broadband or through the internet? Broadband didn't exist. My job now didn't exist then.”“There are going to be for anybody that's listening to this, looking at a career in podcasting or content production or, you know, content strategy or whatever, the things that you will end up doing don't exist right now.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	The Shift to Subscription Podcasting with Sam Sethi	20 Apr 2026	01:02:05
How do you make money from podcasting when listeners are skipping ads? Sam Sethi has spent his career at the intersection of tech and media, from Microsoft and Netscape to co-founding TechCrunch. Now, as CEO of True Fans and co-host of Podcast Weekly Review, he’s focused on one thing: building direct relationships between creators and audiences. For Sam, the future of podcasting isn’t built on ads. It’s built on fans. “The word of the year is parasocial… it’s a one way deep relationship that fans have with creators.” In this episode, Sam breaks down why subscription models are gaining momentum, why downloads are no longer a reliable metric, and how podcasting is shifting toward direct monetization through community, access, and multi-platform experiences. In this episode: Why subscription models are overtaking ad-based podcast revenue The “death of the download” and what should replace it How parasocial relationships translate into monetization Why listeners are actively avoiding ads The shift from platform dependency to creator-owned ecosystems How real-time consumption data changes measurement Why micropayments haven’t scaled yet but still matter The role of curiosity in building long-term success Episode Moments: (01:46) Where the money in podcasting is shifting (03:17) Subscription vs advertising models (06:13) Why listeners skip ads (10:02) The role of trust in host-read ads (17:20) From radio to podcast workflows (19:27) How top shows identify high-performing clips (24:37) The “death of the download” (32:22) Building True Fans and creator ecosystems (34:12) Real-time listening data explained (43:39) Micropayments and creator monetization (45:12) Curiosity as a competitive advantage (59:29) What’s next for podcasting About Sam Sethi Sam Sethi is the CEO of True Fans, a platform focused on direct-to-fan podcast monetization and engagement. He is also co-host of Podcast Weekly Review alongside James Cridland. With a background spanning Microsoft, Netscape, and TechCrunch, Sam brings a product and infrastructure perspective to the future of podcasting, focused on subscriptions, data, and creator-led revenue models. Find Sam on LinkedIn: https://www.linkedin.com/in/samsethi Some Additional PodBiz Buzz“Complexity is fail. Simplicity is scale.”“You just need a thousand true fans… and you have a business.”“I think people have switched from wanting advertising driven podcasting… to accepting subscription paid, ad free platforms.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	The Content Funnel That Actually Converts with Chris Stone	13 Apr 2026	00:52:37
How do you turn a podcast into a system that actually drives revenue? Chris Stone has spent his career building audiences across legacy media and modern podcast ecosystems. From The Telegraph to the New Statesman, and now through Podcast Strategy Weekly and Podcast Crew, he’s focused on one thing: how content turns into trust, and how trust turns into business. “The money in podcasting… it depends on where you are in podcasting. If you have massive reach, then obviously advertising and sponsorships… but I think for most people, the money… is using podcasting as a trust building layer within your content ecosystem.” In this episode, Chris breaks down the layered structure behind high-performing content businesses, why most creators misunderstand monetization, and how to build something people actually want to be part of. In this episode: Why podcasting works best as a trust layer, not a revenue stream on its own The “party” framework for building a content ecosystem How free content, newsletters, and community connect into monetization Why value-first content outperforms aggressive selling The role of video in scaling audience growth How legacy media strategies translate into podcasting today What indie creators get wrong about content and revenue Why failing fast is the only real way to grow Episode Moments: (01:22) Where the money in podcasting actually is (05:59) The content ecosystem “party” framework (11:34) Building Podcast Strategy Weekly and paid conversion (16:15) Lessons from legacy media (19:03) Branded podcast trends (22:53) What works for indie creators (29:01) Podcast Crew and industry infrastructure (33:42) Video as the biggest growth lever (39:58) Audio vs YouTube packaging strategy (44:14) How news podcasts build audience (48:53) Community as the core driver (51:25) Why you have to fail fast About Chris Stone Chris Stone is the founder of Podcast Strategy Weekly and Podcast Crew, a professional hiring network for the podcast industry. He is also Executive Producer at the New Statesman, where he leads podcast and video strategy. With a background across The Telegraph and Evening Standard, Chris specializes in audience growth, content strategy, and monetization across media platforms. Find Chris at Podcast Strategy Weekly: podcaststrategy.substack.com and The Podcast Crew: podcastcrew.co.uk Some Additional PodBiz Buzz“I have found that providing as much value up top and for free as possible is really beneficial. People need to know that your content is going to be worth the time.”“Once a listener has been through those stages… they’re more likely to then go out and tell other people, hey, there’s this great party, come to this party next time with me.”“And there are going to be… things that you will end up doing that don’t exist right now.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	How Brands Actually Spend in Podcasting with Courtney O’Connor	06 Apr 2026	00:29:05
What actually makes a podcast worth buying for advertisers? In this episode, Courtney O'Connor, Director of Podcast Media at Oxford Road, breaks down how brands actually evaluate, buy, and scale podcast campaigns. From her early start at Veritone One to now leading podcast strategy at one of the most established agencies in the space, Courtney has operated inside the shift from indie creator reads to performance-driven media buying at scale. Courtney brings a media buyer’s perspective from inside one of the most established agencies in the space, where performance, not just reach, determines how dollars are spent and shares the case that alignment between brand, host, and audience is what actually drives results. The conversation also explores how host-read advertising continues to anchor the ecosystem, even as video, attribution, and platform fragmentation reshape how campaigns are executed and measured. In this episode, we cover: Why host-read ads remain the entry point for many brands How media buyers actually evaluate podcasts beyond downloads Why audience fit matters more than scale in campaign performance How small, niche shows can still drive meaningful results What brand safety looks like in practice across advertisers Why podcast advertising is fundamentally a trust-based ecosystem How fragmented data and attribution impact buying decisions The shift toward video and multi-platform consumption Why “test, learn, scale” is the operating model for campaigns Episode Chapters (00:31) Where the money is in podcasting: host-read media (01:40) Courtney’s path into podcast advertising (05:21) Evolution of brand and creator relationships (06:01) Why downloads aren’t a deal breaker (07:28) Indie creators vs celebrity talent (10:14) Trust and performance in podcast advertising (12:15) Metrics, attribution, and data challenges (16:24) Fragmentation across platforms (18:08) Brand safety and campaign fit (20:52) Matching brands with creators (23:51) Trends in podcast media buying (25:17) Video and changing consumption (26:07) Test-and-learn mindset (27:13) What goes into campaign execution (28:07) What’s next for podcasting About the Guest Courtney O'Connor is Director of Podcast Media at Oxford Road, where she leads host-read podcast advertising strategy for brands investing in the medium. She began her career at Veritone One and has grown alongside the podcast industry as it evolved into a performance-driven channel, working across creator partnerships, attribution, and campaign strategy. Connect with Courtney Connect with Courtney on LinkedIn: https://www.linkedin.com/in/coconnortcu/ Some Additional PodBiz Buzz“I’m going to say the money is in endorsed host-run media. I love that is what the industry was built on… connecting brands with creators that have this unbreakable trust with their audience.”“I personally have bought podcasts with 65 downloads… there is a time and a place for it and if it’s the right fit, we’re going to buy it.”“We are working in a trust based ecosystem… our brands are trusting us to make the right decision with their dollars and spend it wisely.”“That is exactly what it is… matchmaking in connecting those brands and creators that make sense.”“We have to be the best stewards of our clients’ money… if it doesn’t work, that campaign is going to stop and the client’s not going to come back.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Packaging, Positioning, and the “Invisible” Money in Podcasting	29 Mar 2026	00:46:25
What if most of the money in podcasting isn’t in podcasting at all? In this episode, we’re joined by Jeremy Enns, founder of Podcast Marketing Academy, to break down where podcast revenue really comes from, and why so many shows miss it. Jeremy challenges the idea that growth is about tactics. Instead, he makes the case that concept, positioning, and packaging are the real drivers of audience and revenue. He also introduces a critical shift: podcasts aren’t just content—they’re conversion accelerators within a broader business system. “There’s way more money that never gets accounted for… businesses that use podcasting to drive business.” In this episode, we cover: Why most podcast revenue is “invisible” and happens outside the industry Podcasting as a conversion accelerator (and how it shortens sales cycles) The difference between advertising, partnerships, and equity-based deals Why concept is the most overlooked lever in podcast growth How poor packaging kills great content before it gets a chance The role of podcasts inside a larger media and business strategy Why most creators misunderstand content strategy entirely The shift from tactics to belief-building in marketing Long-term thinking, detachment, and sustainable growth in podcasting Episode Chapters (00:05) Packaging vs. promotion in podcast growth (01:08) Where the money in podcasting actually lives (03:49) Sponsorship vs. products and services (05:30) Creative monetization: equity and partnerships (07:16) Podcasting as part of a broader media strategy (09:13) The myth of art vs. business in podcasting (14:08) Why marketing feels “smarmy” (and how to fix it) (17:25) Audience clarity and value proposition (18:18) What makes a show inherently shareable (21:24) The slow burn of podcast growth (26:46) Why concept is everything (28:00) Content strategy and belief systems (31:50) Positioning your podcast within your business (36:09) Detachment, long-term thinking, and creative success (42:57) Why there are no shortcuts in podcast growth About the Guest Jeremy Enns is the founder of Podcast Marketing Academy, where he helps creators and businesses grow podcasts through strategy, positioning, and concept development. With a background in audio engineering and years of experience working with podcasters at every level, Jeremy focuses on the intersection of craft and marketing, helping shows become both compelling and commercially effective. Connect with Jeremy Connect with Jeremy on LinkedIn: https://www.linkedin.com/in/jeremy-enns/ Explore his work at Podcast Marketing Academy: https://podcastmarketingacademy.com/scrappy-podcasting-newsletter/ Some Additional PodBiz Buzz“There’s way more money that never gets accounted for… businesses that use podcasting to drive business.”“Normally my time to conversion was 12 to 18 months… after the podcast, a couple weeks later they’re ready to talk.”“If you don’t get the concept right, everything is going to be harder downstream.”“People do judge shows by their cover, by their title, by that one sentence blurb.”“The game is staying in the game while you build your skills.”“If you package great work, it will grow itself.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	How HubSpot Built a Podcast Network That Actually Drives Business Value with Carly Baker	23 Mar 2026	00:50:04
What does it actually take to build a media network inside a company like HubSpot? As Head of Media Partnerships at HubSpot Media Network, Carly Baker joined shortly after the acquisition of The Hustle and helped grow what started as a small collection of shows into a multi-platform media ecosystem spanning podcasts, YouTube, and newsletters. In this episode of PodBiz, Carly breaks down how HubSpot approaches creator partnerships, what makes a show valuable today, and how podcasting fits into a broader media strategy. At the center of that shift is a more expansive view of monetization. “People are scrambling to try to figure out how to monetize directly through their audience… and to have more control sort of financially.” That doesn’t replace advertising, but it does change how creators and networks think about building sustainable businesses. It also changes how success is evaluated. “Size does not matter… we have shows and newsletters and YouTube channels that we work with of all shapes and sizes.” This conversation looks at how media companies are thinking about audience, distribution, and long-term value across platforms. In this episode, we cover: • How HubSpot built a podcast, YouTube, and newsletter network from one acquisition • Why monetization is expanding beyond a single revenue stream • Why downloads are becoming a misleading metric for audience value • How HubSpot evaluates shows beyond audience size • The difference between audio and video as separate products • How YouTube search vs browse shapes growth strategy • Why newsletters are becoming critical for audience ownership • The role of trust, brand safety, and alignment in creator partnerships About Carly Baker Carly Baker is Head of Media Partnerships at HubSpot Media Network, where she leads partnership and growth strategy across podcasts, newsletters, and video. She has spent the past four years building sustainable audience growth for shows like My First Million and Goal Digger, with a focus on distribution-first strategy and long-term impact. Connect with Carly Baker LinkedIn: https://www.linkedin.com/in/carlycbaker/ Episode Chapters (01:11) Introduction to Carly Baker and HubSpot Media Network (01:53) Where the money is in podcasting today (02:45) The shift toward direct audience monetization (04:08) Why audience trust is the foundation of revenue (05:37) The evolution of podcast advertising (08:06) Building HubSpot’s media network after The Hustle acquisition (12:16) What actually makes a podcast successful today (14:23) The confusion around modern podcast metrics (17:26) Why creator relationships drive long-term success (21:51) Video strategy and YouTube growth (23:55) Search vs browse content on YouTube (28:42) Audio vs video as fundamentally different products (31:57) Monetization differences across platforms (36:09) Why relationships matter more than metrics (39:49) The role of newsletters in owning your audience (41:37) Substack, community, and direct audience connection (46:48) Long-term strategy vs chasing trends (47:59) What’s next: IRL events and private communities Some Additional PodBiz Buzz“Being able to give the audience a chance to directly support those creators that they love and trust is something that I think we’re seeing a lot more and will continue to see.”“We’re not in the business of being transactional with creators… we really want to work one-on-one with the person to be able to provide them that individualized growth support.”“If your audience is not on YouTube, that’s fine… you don’t have to be everywhere. You just need to double down where they are.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	What Podcasting Can Learn From YouTube Growth with Rox Codes	16 Mar 2026	00:49:10
Is podcasting focusing on the wrong metrics? For years, the business conversation around podcasts has centered on CPMs, ad fill rates, and monetization mechanics. But Rox Codes believes the bigger opportunity lies somewhere else entirely: growth. Rox is the CEO and co-founder of Flightcast, a platform built with Steven Bartlett that brings YouTube-style analytics and experimentation into podcast publishing. His background comes from the YouTube creator ecosystem, where content strategy revolves around testing, packaging, and constant iteration. As Rox puts it: “The money in podcasting traditionally has been where can I find an extra dollar? Like how do I up my CPM or my ad fill rate… fill rate and CPM. But if you made the episode better, you’d hit another mid-roll. If you got people to listen 5% longer, you’d hit another mid-roll.” In the YouTube world, creators obsess over packaging: thumbnails, titles, and audience retention. Rox argues that podcasting can learn from that playbook. “On YouTube, if you want to make an extra dollar and you’re getting 1,000 views, you have one option. You get 2,000 views.” But applying that mindset to podcasting isn’t simple. The medium operates with less data, fewer discovery systems, and a very different culture around creators and content. In this episode of PodBiz, Rox joins Norma Jean Belenky and John Kiernan to discuss the analytics gap in podcasting, why experimentation matters more than many creators realize, and how platforms may evolve as video and audio ecosystems converge. In this episode, we discuss • Why podcast monetization conversations focus heavily on CPMs • What podcasting can learn from YouTube packaging and discovery • The analytics gap between YouTube Studio and podcast hosting platforms • Why experimentation is essential for creator growth • How small podcast audiences can generate meaningful revenue • Why creators should become “students of the game” • The future convergence of video and podcast ecosystems Episode Chapters (02:08) Where the money in podcasting really is (03:34) The YouTube mindset behind creator growth (05:44) Metrics creators should actually track (08:25) What experienced podcasters already understand about their audiences (14:02) Why podcast analytics still lag behind video platforms (18:50) Building Flightcast as a growth platform (21:27) Why relative performance metrics matter (24:50) Choosing the right stories inside a niche (31:01) Why small audiences can still generate large revenue (40:16) Becoming a “student of the game” About Rox Codes Rox Codes is the CEO and co-founder of Flightcast, a podcast growth platform designed to help creators analyze, optimize, and scale their shows. Before launching Flightcast with Steven Bartlett, Rox built ThumbnailTest.com, a YouTube optimization tool used by major creators to experiment with thumbnails and titles. His work focuses on bringing data-driven experimentation into podcast publishing. Some Additional PodBiz Buzz“You should spend as much time on the thumbnail and title as you did on the entire episode.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Podcasting Inside the Chemical Industry: Monetizing Industry Authority	09 Mar 2026	00:42:58
How do you reach the right audience inside a global industry? Victoria King Meyer has built a podcast that answers that question with clarity. As president of Progressio Global and host of The Chemical Show, she has created a platform that connects leaders across the chemical industry while expanding her reach beyond traditional trade media. In this episode of PodBiz, Victoria joins NJ to discuss what it takes to build authority through podcasting in a sector that is global, complex, and often overlooked by mainstream business media. The conversation explores how niche B2B podcasts create value, why reach matters more than raw download numbers, and how a show can expand into community, events, and business development. As Victoria puts it, “The riches are in the niches.” She also makes a strong case for thinking beyond vanity metrics. “Downloads don’t count,” she says, arguing instead for a broader view of audience reach, influence, and impact. In this episode, we discuss: • Why industry podcasts can become powerful media platforms • How The Chemical Show serves the global chemical sector • Why reach and influence matter more than downloads in B2B podcasting • How Victoria approaches sponsorships, executive visibility, and audience growth • The role LinkedIn plays in professional podcast distribution • What it looks like to turn a podcast into events, community, and business opportunity About Victoria King Meyer: Victoria King-Meyer is the president of Progressio Global and host of The Chemical Show. A chemical engineer with an MBA, she spent more than 25 years in the chemical industry before launching her consulting business. Today, she advises leaders across the sector and uses podcasting as a platform for connection, insight, and industry visibility. Connect with Victoria King Meyer: LinkedIn: https://www.linkedin.com/in/victoria-king-meyer/ Instagram: https://www.instagram.com/victoriakingmeyer/ The Chemical Show: https://www.thechemicalshow.com Episode Chapters (01:15) Reaching the right audience (03:30) From chemical engineer to podcast host (10:13) Marketing a podcast (12:37) LinkedIn for B2B podcast growth (21:59) Turning a podcast into a revenue stream (24:38) What industry sponsors are actually buying (30:33) Building the Chemical Summit (35:39) Measuring reach beyond downloads Some Additional PodBiz Buzz:“The riches are in the niches. I’m a big believer of that. Podcasting is such a great form of storytelling across business mediums, and leaders are looking for opportunities to share their story and connect with people.” “If you produce a podcast and don’t tell anybody about it, will anybody hear it? No. You have to share the story of your story and actually market the show.” “Podcasting is still an immature baby. There is so much room for growth and change, and that’s what makes this such an exciting time to be building something.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	It’s Difficult to Be Simple: Alberto Betella on Monetization, Emotion AI, and Building RSS.com	02 Mar 2026	00:42:44
If advertising is a billion-dollar market, where does that leave independent creators? In this episode of PodBiz, NJ sits down with Alberto Betella, co-founder of RSS.com, for a platform-level look at where revenue actually lives. Alberto’s answer begins with scale. Advertising remains the largest total addressable market in podcasting and continues to grow. But volume drives ad revenue. For smaller or niche shows, funding models and subscriptions may be more realistic starting points. “Money is in ads,” Alberto explains. “But if you are a small podcaster… and you ask for funding, it kind of works.” From Podcasting 2.0’s funding tag to Apple subscriptions and delegated delivery, this conversation explores how reducing friction directly impacts monetization. When payments are simple, revenue becomes possible. We also go deeper into RSS.com’s origin story from a 2006 open-source publishing tool to a modern hosting platform — and Alberto’s background in affective computing, now known as Emotion AI. His product philosophy is clear: “Simplicity is complex.” In this episode, we discuss: Why advertising dominates revenue conversations When funding and value-for-value make strategic sense Apple subscriptions, early access, and frictionless payments Education as the biggest monetization gap Building RSS.com from bootstrapped beginnings Emotion AI and Alberto’s path from academia to SaaS The Podcast Standards Project and industry collaboration Episode Chapters (01:47) Ads, TAM, and revenue scale (03:20) Funding tags and direct listener support (08:21) Apple subscriptions and reducing friction (13:17) Educating creators at scale (25:25) The origin of RSS.com (31:48) “It’s difficult to be simple” (37:54) Industry standards and collaboration About Alberto Betella Alberto Betella is the co-founder of RSS.com. With a PhD in affective computing, he began building podcast publishing tools in 2006 before launching RSS.com with Ben Richardson. Today, he focuses on product strategy, infrastructure, and advancing open podcast standards across the industry. Some Additional PodBiz Buzz“Reducing friction and making things simple is key.”“There is a difference between chance and luck. If you open more doors, you increase your chances.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Where the Money Meets Marketing: Podcast Audience Development with Catrin Skaperdas	23 Feb 2026	00:47:02
What if audience development doesn’t start at launch… but at concept? This week on PodBiz, we’re joined by Catrin Skaperdas, Marketing and Audience Development Director at The Podcast Guys, whose career spans Cumulus Media, independent consulting across European markets, and now building marketing infrastructure inside a growing UK agency. Catrin makes one thing clear: marketing is not an afterthought. It belongs in the room from day one. As she puts it: “Now I'm part of podcast development. I'm in the room at the beginning of the conversation and I'm working with these brands to just to figure out what the best concept is for them. What's going to get them to their goals.” And when it comes to monetization for independent creators, she’s equally direct: “The money can be found when you use your podcast as part of a brand ecosystem.” This is a grounded, practical conversation about audience growth, branded podcast strategy, European market nuance, and why downloads alone don’t define success. Here are some insightful moments within the episode: Why monetization isn’t “one giant pile of money” How indie creators can build revenue beyond ads Why brands must budget for marketing as seriously as production What podcast audits reveal about discoverability Why European podcast markets operate differently country to country The real meaning behind “the death of the download” Why consistency builds subconscious audience trust How audience development evolves from execution to leadership Episode Chapters (01:54) Where is the money in podcasting? (04:52) Paid promotion and podcast listener targeting (08:39) Why brands must fund marketing properly (14:36) Building and launching Italian For Sure (18:12) Why audience development starts in development (22:39) U.S. vs European podcast markets (25:49) Mindset and staying current in the industry (27:46) Moving beyond downloads as the primary metric (30:09) Building marketing departments inside agencies (38:54) Consistency, seasons, and avoiding podfade (44:21) Accessibility, video pressure, and the future of podcasting Some Additional PodBiz Buzz On consumption over downloads: “If you have just a hundred downloads an episode and you are getting complete, 100 percent completions to that, that's no longer just 100 downloads per episode.” On scrappiness: “How do you get scrappy? How do you make it work?” On consistency: “Pick a schedule that you can be consistent with.” On marketing clarity: “You never want to over ask anybody to do anything.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Small Buckets of Money and Big Direct Deals with Matt Cundill	16 Feb 2026	00:41:43
Where is the money in podcasting when you’re not chasing a big network buy? This week on PodBiz, NJ sits down with Matt Cundill (AKA Captain Canada), founder of Sound Off Media, longtime radio and podcast strategist to talk about what monetization really looks like for independent podcasters. Matt breaks down what he calls “small buckets of money” and why the biggest revenue often comes from one or two direct advertiser relationships rather than large agency buys. He explains how newsletters, websites, and owned inventory often get overlooked, and why podcasters should think beyond just pre-roll and mid-roll ads. He also shares insights on Canadian podcast markets, exportability, and why comparison across borders can distort expectations. As Matt puts it: “The best money you're going to find is going to be the deals that you cut individually with an advertiser or a client or a partner.” The conversation moves into audience development, consumption data, and what makes a show sustainable long term. From three-year audience timelines to personality-driven growth, this episode is a practical look at podcasting as a business. In this episode, we cover: • Why “small buckets of money” add up • The one or two advertisers every show should focus on first • How to leverage newsletters and inventory beyond the audio feed • Why Canadian podcasts face different scaling realities • The three-year rule for building an audience • Consumption metrics and why 80 percent matters • Personality, hosting skills, and mic discipline • Taking breaks without killing momentum • Why video is a marketing tool more than a revenue engine Episode Chapters (01:55) Where’s the money in podcasting (04:15) The one or two advertisers that matter most (06:21) Grants, foundations, and brand fit (09:51) From radio to podcasting (11:18) Dynamic ad insertion and monetization (17:22) Three years to build an audience (23:08) Consumption data and tightening your show (27:18) Canadian markets and scale realities (34:33) What Matt would do differently (37:35) Video as marketing and the coming equipment glut About Matt Cundill Matt Cundill is the founder of Sound Off Media, a podcast network and consulting company based in Canada. With a background in radio programming and voiceover, Matt helps podcasters refine their sound, grow their audiences, and build sustainable advertising models. Find him on socials at @mattcundill on X, Instagram and Facebook. Some Additional PodBiz Buzz “Small buckets of money is what I like to call it.”“The best money you're going to find is going to be the deals that you cut individually with an advertiser or a client or a partner.”“It takes three years to build an audience.”“We wanna get you to 80 percent consumption.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Where Power, Subscriptions, and Distribution Meet with Patrick Hill of Disctopia	09 Feb 2026	00:43:03
This week on PodBiz, NJ sits down with Patrick Hill, Founder and CEO of Disctopia, to unpack where power, money, and influence are converging across podcasting, music, and creator platforms. Patrick brings a platform-level view of the industry. He explains why monetization is increasingly tied to access, subscriptions, and distribution control, how opinion-based media has become financially powerful, and why long-form content remains the engine behind sustainable revenue. From creator subscriptions to streaming versus RSS, from indie hustle to enterprise platforms, this conversation connects the cultural shifts shaping podcasting to the business models emerging underneath them. In this episode, we cover: Why the money sits between content creation and distribution How subscriptions and exclusive access are reshaping monetization Why people now pay for opinions, not just information The role of community and cause-driven creators in building leverage How Disctopia evolved from music streaming into podcast hosting Streaming vs RSS and where Patrick believes the industry is heading Why long-form content is where revenue is actually generated The relationship between short-form visibility and long-form income Key moments: (01:44) Where Patrick sees money concentrated in podcasting (02:14) Subscriptions, exclusivity, and creator access (05:36) Entertainment, opinion, and monetization power (07:31) Creators, causes, and niche communities (12:46) How Disctopia entered podcasting (17:47) Streaming vs RSS and future formats (22:08) Long-form content as a revenue driver (36:13) What Patrick would do differently building today About Patrick Hill Patrick Hill is the Founder and CEO of Disctopia, a creator-first platform supporting podcasting, music, audiobooks, and streaming distribution. With a background in information technology and software development, Patrick has built Disctopia into a multi-format platform serving independent creators, enterprise clients, and institutions. His work focuses on helping creators distribute content, build community, and get paid. Additional PodBiz Buzz Patrick on where real leverage comes from: “Long form gets you paid. Short form gets you noticed.” Patrick on subscriptions and access: “People are paying exclusive pricing for opinions. That’s where the money is.” Patrick on creators and power: “Money and power are starting to live in independent voices.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	From Indie to Industry: How Michael Osborne Builds Partner-Ready Podcasts	02 Feb 2026	00:45:56
What does it actually take for an independent podcast to become partner-ready? This week on PodBiz, NJ speaks with Michael Osborne about how shows move from passion projects to major media partnerships and why that transition is almost never fast or accidental. Michael has built and produced multiple podcasts that successfully partnered with organizations like Smithsonian Magazine, PRX, and Wondery. Across those projects, he’s seen firsthand how patience, clarity of concept, and real audience feedback matter far more than chasing trends. As he explains: “Minimum viable product and a partner-ready show are not the same thing.” Throughout the conversation, Michael and NJ unpack what creators often misunderstand about timing, originality, and the work required to make a podcast attractive to partners without losing its creative core. They also explore why most successful deals come years into a show’s life and how audience research, not downloads alone, shapes long-term growth. This episode offers a grounded look at podcasting as a business built on iteration, collaboration, and trust. Key Topics Discussed • The difference between indie experimentation and industry readiness • How podcasts evolve into partner-ready properties • Why originality of concept and host both matter • Audience research as a growth and development tool • Why partnerships take years, not months • Increasing value density in audio storytelling • The role of producers and collaborators in refining shows • Balancing creative fulfillment with sustainable business goals About Michael Osborne Michael Osborne is a seasoned podcast producer and consultant based in Austin, Texas. He launched his first show, Generation Anthropocene, in 2011 during his PhD studies in climate science at Stanford University. The podcast later partnered with Grist and Smithsonian Magazine. Michael went on to develop Raw Data, a narrative podcast that collaborated with PRX and PRI, and Famous & Gravy, a dead celebrity biography podcast currently partnering with Wondery. His work has earned multiple Webby and Signal Awards, including for Famous & Gravy, Black Women of Amherst College, and Stanford’s From Our Neurons to Yours. Michael has also delivered two TEDx talks and operates 14th Street Studios, a production and consulting firm in downtown Austin. Connect with Michael on LinkedIn: https://www.linkedin.com/in/michael-c-osborne/ Threads: https://www.threads.net/@famousandgravy Facebook: https://www.facebook.com/profile.php?id=100076654703402 Episode Moments (01:04) Michael’s path from academia to podcasting (03:13) Three shows, three different partnerships (05:48) Originality and value density in podcast concepts (10:51) Why partner timelines are longer than creators expect (14:56) MVP versus mature, partner-ready shows (16:20) Gathering meaningful audience feedback (19:01) Interactive formats and listener insight (24:41) Producing podcasts as a long-term practice (31:25) Sustainability and creative careers (38:43) How partners evaluate podcast projects (44:01) The future of audio-first storytelling Some Additional PodBiz Buzz“A lot of people think success happens quickly, but most of the meaningful progress happens quietly over time.”“Audience feedback tells you things downloads never will.”“The shows that last are the ones that keep learning.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Portfolio Thinking and Sustainable Monetization in Podcasting with Danielle Desir Corbett	26 Jan 2026	00:45:04
What does sustainable monetization actually look like for independent podcasters today? This week on PodBiz, NJ speaks with Danielle Desir Corbett about how creators can build resilient podcast businesses by thinking beyond single revenue streams and treating their work as a portfolio. Danielle shares how her approach to monetization has evolved over time, why relying on one income source is risky, and how creators can design businesses that compound value even when the market shifts. Rather than chasing trends or short-term wins, she explains the importance of owning assets, nurturing community, and staying flexible. As she puts it: “When one income stream pretty much dies on the vine and dries up, I can pivot and shift and refocus. That’s been my reality for 2025.” The conversation explores how podcasting fits into a broader creator ecosystem that includes newsletters, consulting, syndication, grants, and community-driven products. Danielle also walks through the creation of Grants for Creators and why helping other creatives access funding has become a meaningful and sustainable part of her business. This episode is a practical look at how independent podcasters can build long-term stability by thinking in portfolios, not paydays. Key Topics Discussed • What portfolio thinking means for podcasters • Why single-stream monetization is fragile • Relationship-driven brand deals and pitching • Pricing and packaging campaigns as an indie creator • Selling community as a business asset • Building and monetizing Grants for Creators • Airline syndication and evergreen content value • Storytelling as a long-term growth strategy About Danielle Desir Corbett Danielle Desir Corbett is a podcast strategist and the host of The Thought Card and Road Trip Ready. She is the creator of Grants for Creators, a paid newsletter that curates funding opportunities for podcasters, journalists, and creatives. Danielle previously founded and sold the Women of Color Podcasters community and works at the intersection of podcasting, personal finance, and travel. Websites: https://danielledesir.com/ https://thoughtcard.com/ Instagram: https://www.instagram.com/thedaniellecorbett Episode Moments (01:21) Where Danielle sees money in podcasting today (04:00) Why portfolio thinking matters (06:03) How brand deals really work for indie creators (10:21) Pricing and packaging creator value (14:59) Danielle’s path into podcasting (19:01) Building and selling a creator community (27:40) Inside Grants for Creators (38:03) Airline syndication and evergreen ROI (41:51) What Danielle would build first today Some Additional PodBiz Buzz“Close mouths don’t get fed.”“Just because you’re pivoting doesn’t mean what you built isn’t valuable.”“Podcasting has been one of the best investments I’ve made in myself.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	The Business of Podcasting at Scale with Colin Anderson	19 Jan 2026	00:51:10
What changes when podcasting moves from experimentation to infrastructure? This week on PodBiz, NJ speaks with Colin Anderson, Head of Network Development at the Office Ladies Podcast Network, about how podcasting has evolved into a serious commercial business and what that means for creators, networks, and advertisers operating at scale. Colin brings a perspective shaped by years inside podcast production, strategy, and network development. He explains why more advertiser money is flowing into podcasting than ever before, how networks think about audience value beyond downloads, and why community still matters even as the industry becomes more corporate. As he puts it: “The money’s here. There’s more money than ever.” The conversation also explores how podcasting culture has shifted from its early indie roots to a more structured, professionalized industry. Colin reflects on what has been gained, what has been lost, and how creators and operators should think about sustainability, loyalty, and long-term value in a changing ecosystem. Key Topics Discussed • Why advertiser demand in podcasting continues to grow • How podcast networks evaluate shows and revenue potential • Audience value beyond scale and raw download numbers • The role of community inside networked podcast businesses • Podcasting’s shift from indie culture to corporate infrastructure • Loyalty, labor, and evolving work culture in media • The influence of legacy media on podcast growth • What the next phase of podcast networks looks like About Colin Colin Anderson is Head of Network Development at the Office Ladies Podcast Network, where he works on network strategy, partnerships, and show development. He has spent his career across podcast production, monetization, and network leadership, giving him a clear view of how the industry has matured. Website: colinanderson.info LinkedIn: https://www.linkedin.com/in/mrcolinanderson/ Episode Moments (01:02) The current state of podcast monetization (07:20) Community and audience value at scale (12:21) Colin’s path through the podcast industry (17:53) How podcast networks have changed (24:54) Work culture and loyalty in media (30:50) Legacy media’s role in podcast growth (37:08) The outlook for creators inside networks (44:06) Navigating podcasting as a business Some Additional PodBiz Buzz“Funny is funny, but it’s different to different people.”“Podcasting could support journalism in a way that print has failed.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Breaking Out Of Walled Gardens and France's Podcasting Culture with Sarah Toporoff	12 Jan 2026	00:43:02
Is the secret to podcasting success hidden in the French market? In this episode of PodBiz, Norma Jean Belenky speaks with Sarah Toporoff, Head of Growth for Disco by Headliner, about the evolving landscape of audience growth and monetization. Sarah discusses how her team is helping publishers break podcasting out of "walled garden" platforms and into the wider web, transforming organic traffic into loyal listeners. As she puts it: "Your audio engineer can't be your audience developer. Like, it just doesn't work that way." Here are some insightful moments within the episode: • Where the money is in podcasting: Why Sarah argues the true money is in the audience and why • France is a uniquely booming market for branded content. • Breaking the walled gardens: How to reach the billions of people online who aren't currently using dedicated podcast apps. • The "Owned, Earned, and Paid" framework: Why creators need to look beyond organic growth to reach new heights. • The "Death of the Download": Navigating the controversy of auto-play audio and why "guaranteed listens" are a better metric. • Professionalizing audience strategy: Moving past the "if we build it, they will come" naivete to implement real media strategy. • Awareness vs. Performance: Understanding the spectrum between generating impressions and building a loyal following. About Sarah Toporoff Sarah Toporoff is the Head of Growth for Disco by Headliner. Based in Paris, she has over a decade of experience in media innovation, having worked in journalism innovation, radio product development, and publisher partnerships. She is a self-described "audio girly" who specializes in helping publishers and brands maximize their reach through contextual content recommendation. Episode Chapters (00:00) Intro (01:04) Where is the money in podcasting? (01:29) What is Disco by Headliner? (03:27) Breaking podcasts out of "walled gardens" (04:49) Why audio was left behind by the web (06:33) Case Study: Doubling Al Jazeera’s audience overnight (10:52) The importance of paid media in a launch strategy (11:55) The controversy of auto-play and inflated downloads (13:34) The "booming" branded podcast culture in France (16:52) Sarah’s journey from English teacher to legacy media (23:32) Debunking the "If we build it, they will come" myth (26:34) The shift toward dedicated audience growth teams (30:06) Awareness vs. Performance: What are you actually buying? (33:15) Why you can’t buy loyalty (38:30) Real-world budget benchmarks for podcast growth (41:25) Riding the video wave without losing audio's soul Some Additional PodBiz Buzz: "The money is an audience."•"Real media has strategy and budget."•"A solid media plan is not going to fix a bad show." "My job is everything that happens after you hit publish." PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Distribution, Relationships, and the Real ROI of Podcasting with Greg Wasserman	05 Jan 2026	00:20:51
Why do so many podcasters focus on monetization before they’ve solved distribution and audience growth? This week on PodBiz, we’re joined by Greg Wasserman, Head of Relationships at RSS.com, to break down how podcasters actually build leverage in the industry and why relationships, not just downloads, are at the core of sustainable growth. Greg challenges the industry’s obsession with ads and sponsorships as the only path to revenue. Instead, he explains why podcasting works best when it’s treated as part of a broader business strategy, whether you’re a creator, agency, or brand. From audience growth to distribution gaps to relationship-driven ROI, Greg offers a clear framework for thinking about podcasting as a long-term asset. As he puts it: “You want more money? Then go focus on how do you grow your audience.” He also emphasizes that many podcasters limit their growth by staying inside a single ecosystem rather than taking advantage of open distribution through RSS. This episode is a practical conversation about where value is actually created in podcasting and how creators can stop leaving opportunity on the table. Key Topics Discussed The three questions every podcaster asks: distribution, audience, money Why monetization should not be the starting point The hidden cost of limiting your show to one ecosystem Podcasting as a relationship-driven business tool Why most podcasters misunderstand ROI How agencies leave money on the table Improving as a host to grow audience trust Community building as a growth strategy Why relationships are a form of currency in podcasting What excites Greg most about where the industry is headed About Greg Wasserman Greg Wasserman is the Head of Relationships at RSS.com, where he leads creator and partner engagement across the podcast ecosystem. With a background in media sales, platform growth, and community building, Greg is known for connecting people, building long-term relationships, and helping podcasters think strategically about growth, distribution, and monetization. Find Greg on LinkedIn: www.linkedin.com/in/gregwasserman/ Episode Chapters (01:18) Introducing Greg Wasserman (01:20) Where the money in podcasting really comes from (02:45) Podcasting as a business versus a media company (03:12) Rethinking monetization beyond ads (04:56) Why being a good host matters (05:17) Greg’s path into podcasting (06:00) Learning podcast distribution from platforms (06:56) The three questions podcasters always ask (07:38) Distribution as the fastest path to audience growth (08:13) Relationships as a career strategy (09:18) Where agencies leave money on the table (11:00) Improving your craft as a host (13:27) Building creator communities at RSS.com (15:59) Serving creators through feedback and partnerships (16:30) What Greg would do differently starting today (19:11) Why this is an exciting moment for podcasting Some Additional PodBiz Buzz “Life is about time and relationships.” “If you want more money, make sure you have those other 30 percent of your audience.” “Relationships can be currency. The more conversations you have, the more opportunities appear.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Inside Europe’s Emerging Podcast Market with Andreea Coscai	08 Dec 2025	00:28:23
What does sustainable podcast growth look like inside a fragmented, multilingual, rapidly developing European market? This week on PodBiz, Andreea Coscai breaks down how creators across Europe are building audiences, reaching listeners across borders, and monetizing through community-first strategies. As the founder of Eurowaves, Marketing Lead at Tink Media, and a key voice in global creator communities, Andreea offers a grounded look at what independent podcasters need to understand about the European landscape. As she puts it, marketing is not optional: “If you want to monetize your work, you have to make sure that you're investing as much in your marketing as you are in your production.” She also explains why connection and cultural alignment matter more than follower count: “It can be discouraging or nerve-wracking or risky, but you can also look at it as who else is doing this really, and how cool is it. Let me try.” This episode is a thoughtful, realistic look at what it takes for creators to grow in a market defined by nuance, collaboration, and diversity. Key Topics Discussed • How European creators build audiences across language and culture • Why marketing and audience clarity matter more than scale • Community-first growth and the rise of Eurowaves • How Tink Media supports podcasters through realistic promo systems • What creators misunderstand about social media and discoverability • Sponsorship reality in smaller or emerging markets • The role of grants, co-productions, and cross-border collaboration • Why global thinking benefits every independent creator About Andreea Coscai Andreea is the founder and writer of Eurowaves, Marketing Lead at Tink Media, newsletter and community coordinator at EarBuds Podcast Collective, and an independent podcast producer. She works across audience development, marketing strategy, and creator support throughout Europe and beyond. Connect with Andreea Eurowaves: https://eurowaves.substack.com/ Events: https://eurowaves.substack.com/p/top-podcasting-events LinkedIn: https://www.linkedin.com/in/andreea-coscai/ Pod.Vision: https://pod.vision/ Episode Moments (03:29) Value alignment for Patreon and community support (04:08) How Eurowaves began and why Europe needed it (05:23) Community gaps in the European podcast space (06:57) What podcasters get wrong about audience development (08:54) Getting into podcasting through production and community (13:21) Cross-platform thinking for modern creators (14:42) Value packaging and sponsorship fit (16:50) Local markets, local sponsors, local wins (18:38) The fragmented but rich European ecosystem (19:48) How grants and co-productions shape opportunity (20:55) Storytelling across cultures (22:24) Learning from the U.S. while building something distinct (23:46) What Andreea would approach differently today (27:44) What excites her most about Europe’s creator future Some Additional PodBiz Buzz“It can be discouraging or nerve-wracking or risky, but you can also look at it as who else is doing this really, and how cool is it. Let me try.” —Andreea Coscai PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Independent Creators, Monetization, and Sustainable Growth with Andrew Weiss	01 Dec 2025	00:27:59
Where’s the money in podcasting for independent creators? This week on PodBiz, we talk with Andrew Weiss, Director of Partnerships at Podfest Expo, about the real paths to monetization for indie podcasters. Andrew works directly with thousands of creators through Podfest’s global community, and he brings a grounded, practical view of how shows grow, how they earn, and why some creators thrive while others fade out. Andrew explains why niche audiences consistently outperform broad ones, what strong brand alignment looks like, and how smaller shows win high-value sponsorships by understanding exactly whom they serve. He shares examples from the Podfest ecosystem, including a produce-industry podcast earning significant revenue because it reaches a high-intent audience brands care about. As he puts it: “More sponsor money is being put into podcasts every day. The riches are in the niches.” Andrew also talks about the mindset and systems that keep creators consistent. He breaks down batching, workflow design, community support, and why many podcasters underestimate the value of environment. His message is direct: when creators combine structure with a defined purpose, growth becomes achievable no matter their starting point. Another reminder he returns to: “You are the average of the five people you spend the most time with.” This episode is full of practical insights for anyone building a show meant to last. Key Topics Discussed • How independent podcasters earn through niche audiences and alignment • Monetization beyond ads: lead generation, partnerships, coaching, and services • Why creators should define success before launching • Preventing burnout and podfade through systems and batching • How community and collaboration accelerate growth • Sponsorship trends, audience quality, and brand expectations • Why mindset, structure, and environment influence creator success • What Podfest creators are doing that works today About Andrew Weiss Andrew Weiss is the Director of Partnerships at Podfest Expo, where he leads sponsor relations, event operations, and community initiatives that support independent creators worldwide. He is also the host of Rapid Results with Andrew Weiss and brings a decade of experience in entrepreneurship, coaching, and creator development. Connect with Andrew Socials: @theandrewjweiss Episode Moments (00:05) Sponsor growth and why niche shows win (02:03) Where the money is for indie creators (03:10) Monetization beyond advertising (04:06) Andrew’s path into podcasting (07:16) How Podfest grew virtual creator events (08:57) Lead generation and brand alignment (11:15) Mindset, grit, and environment (15:27) The six-figure produce-industry podcast (17:54) Preventing podfade through structure (21:35) Running large-scale creator events (26:27) What Andrew is excited about next Some Additional PodBiz Buzz“The riches are in the niches.” —Andrew Weiss“If you never ask, then the answer is always no.” —Andrew Weiss (via Gary Vee) PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	How Advertisers Really See Your Podcast: Veronika Taylor on Growth, Revenue, and What Creators Miss	24 Nov 2025	00:36:06
What makes a show “monetizable” in the eyes of advertisers? This week on PodBiz, Veronika Taylor breaks down how brands evaluate podcasts, what creators often overlook, and why the future of podcast revenue extends far beyond a single medium. As SVP of Content and the Creator Network at Acast, Veronika oversees global teams, creator relationships, and the systems that power advertising across more than 140,000 shows. She shares a transparent view of what actually drives revenue, how creators can position themselves long before they hit a download threshold, and why integrated brand campaigns are rising faster than traditional host-read ads. As Veronika puts it: “Advertisers care about things you may think only your listeners look at. They’re combing through your cover art, your title, and your metadata. Anything that doesn’t feel right for their brand, they’ll cross you off the list.” Veronika also breaks down how Acast is shifting advertising conversations earlier in the funnel, how creators can use audience data to strengthen proposals, and why global podcast consumption habits remain one of the industry's most fascinating growth indicators. KEY TOPICS • How advertisers evaluate shows before they ever buy • Why metadata and branding matter more than creators think • How small shows are landing premium integrated campaigns • Programmatic innovation • Why video matters for some creators but not all • How to share audience data that strengthens ad sales • Global trends in podcast consumption and monetization • The value of listening to creator goals, not assuming them • Career lessons from navigating multiple media industries ABOUT VERONIKA TAYLOR Veronika Taylor is the Senior Vice President of Content and the Creator Network at Acast, overseeing global creator partnerships, content strategy, and support across major markets including the US, UK, Europe, LATAM, and APAC. Her background in journalism and international publishing informs her approach to scaling shows, developing creator ecosystems, and shaping Acast’s global content vision. EPISODE MOMENTS (00:05) Every podcast has different goals (01:41) Welcome Veronika to PodBiz (01:52) Where the money is for most creators (02:56) Why monetization looks different for every show (03:45) Smaller shows landing big brand deals (05:02) Ads, sponsorships, and integrated campaigns (07:32) How creators can position themselves for advertisers (08:55) Why metadata matters more than you think (09:54) Feeding sales teams the right audience data (12:54) Moving advertisers earlier in the funnel (14:13) The rise of multi-platform branded campaigns (16:47) Why some creators stay audio-only (18:44) Marc Maron’s decision to end WTF (20:42) How Veronika entered the podcast industry (22:36) Why podcasting still feels new (25:43) Tailoring support for each creator’s goals (27:36) Branding, metadata, and audience alignment (28:59) The “invisible” internal work behind creator success (32:50) A global perspective on podcast growth (34:59) What Veronika is excited about next SOME ADDITIONAL PODBIZ BUZZ“Podcasting is being consumed in so many different ways now, and as long as the storytelling reaches audiences, that’s what matters. Whether they’re watching on YouTube, listening in audio, or finding clips on TikTok, the medium is expanding in exciting ways.” “We’re seeing smaller shows with highly engaged audiences drive real revenue because they’re great at integrated campaigns across all their channels.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Creative Work, Real Revenue: Jeff Umbro on What Makes a Podcast Business Last	17 Nov 2025	00:22:21
How do you build a podcast business that lasts- not just creatively, but financially? In this episode of PodBiz, host Norma Jean Belenky sits down with Jeff Umbro, Founder and CEO of The Podglomerate, to talk about what it really takes to grow a sustainable podcast company in 2025. Jeff shares how his background in book publicity shaped his approach to audience development, why choosing the right clients matters more than chasing big names, and how he built a business by focusing on people, fit, and long-term partnerships. As he puts it: “Work with people that you’re comfortable working with and don’t work with people that you’re not. It sounds simple, but if it’s not the right fit, it’s not going to have a good ending for anyone.” He also breaks down the realities of running a podcast agency from eight distinct revenue models to the constant balance between creative ambition and what keeps the lights on: “Do what works. If you can do that enough, then everything else can start to fall into place.” Whether you’re an indie creator, a brand exploring audio, or someone building a podcast business of your own, Jeff offers a grounded, honest, and deeply practical playbook for turning creative work into real revenue. Episode Chapters (00:05) Why fit matters more than prestige in client partnerships (01:03) Introducing Jeff Umbro and the origin of The Podglomerate (02:48) Where Jeff sees the money in podcasting today (04:13) Building community as a foundation for growth (05:20) From book PR to podcast production (07:09) Early traction and the shift to full-service representation (08:42) Doing what works and why creative ambition needs revenue behind it (10:25) Empowering teams and building a company that lasts (11:19) Trusting your gut in client and collaborator selection (12:49) Why understanding your audience is core to every revenue model (15:28) What most people misunderstand about podcast PR and launches (17:21) Sustainable growth over “big splash” thinking (19:02) Collaboration, transparency, and the podcast industry’s unofficial code (20:28) The future of podcast businesses and where Jeff sees opportunity Guest Bio Jeff Umbro is the Founder and CEO of The Podglomerate, a creator-first podcast company producing, marketing, and monetizing shows for major publishers, media companies, and independent creators. His work has helped shape some of the industry’s most successful launches and long-running series, grounded in a philosophy of strategic partnership, thoughtful storytelling, and sustainable growth. Connect with Jeff LinkedIn: https://www.linkedin.com/in/jeffumbro/ Podglomerate WebsiteL https://podglomerate.com/ Some Additional PodBiz Buzz…“If it’s not something you’re proud of, nobody else will be proud of it either.”“You can’t fake growth. Consistency and community are what get you there.”“There’s always another shift coming in this industry, and that’s part of the fun.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	The Magic of Podcast Growth with Arielle Nissenblatt	10 Nov 2025	00:40:03
What does sustainable growth in podcasting look like when the industry keeps changing? In this episode of PodBiz, Norma Jean Belenky talks with Arielle Nissenblatt, Director of Community and Content at Pinwheel and founder of EarBuds Podcast Collective. Arielle shares how creators can grow without chasing trends and why podcasting’s true value lies in connection, not scale. She explains how independent podcasters turn listener trust into real business opportunities through clarity, outreach, and knowing exactly who they serve. As Arielle puts it: “You are a creator who has figured out a niche. You speak specifically to a group, you understand their wants and their needs, and you actually have a direct line to them.. whether it's through a Facebook group, a monthly Zoom, or Patreon. If you know how to reach those people and can then translate what they need to a potential advertiser, you can make money.” Arielle also talks about the connection that keeps podcasting unique: “Podcasting is still magical because of the connection it creates. You can’t replicate that feeling in a YouTube video or on social media. It’s a voice in your ear, and that intimacy builds trust faster than any metric ever could.” In this episode: Why niche shows often outperform broad ones in revenue How to turn audience connection into brand partnerships What outbound pitching really looks like for creators Why consistency and authenticity beat algorithmic reach Guest Bio: Arielle Nissenblatt is the Head of Community and Content at Pinwheel, cohost of Sounds Profitable: The Download, and founder of EarBuds Podcast Collective. Known for her community-driven approach, Arielle is one of the podcast industry’s most trusted voices on sustainable growth and audience connection. Connect with Arielle: LinkedIn: https://www.linkedin.com/in/arielle-nissenblatt Instagram: https://www.instagram.com/arithisandthat EarBuds Podcast Collective: earbudspodcastcollective.org Episode Chapters (00:00) The niche and the hustle (01:07) Knowing your audience (03:22) Turning community into opportunity (06:45) Outbound relationship building (09:31) Why podcasting is still magic (12:05) Measuring success beyond metrics (14:48) The future of creator collaboration Some Additional PodBiz Buzz“If you can translate what your audience needs to a potential advertiser, you can make money.”“Podcasting is still one of the few spaces where creators build trust without chasing algorithms.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	The Legal Side of Podcasting with Gordon Firemark	03 Nov 2025	00:22:15
How legally protected is your podcast? In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Gordon Firemark, entertainment and media attorney known as The Podcast Lawyer™. Gordon shares how podcasters can protect their work, structure their businesses, and avoid the mistakes that cost creators time and money. He explains why “fair use” isn’t a safety net, why every show needs clear contracts, and how creators can think strategically about the business side of podcasting. As Gordon puts it: “You don’t want to walk up to a vending machine that says haircuts $1 and stick your head in the hole. Maybe you get a decent haircut, maybe you lose an ear. That’s what happens when you take a shortcut on something that actually matters.” Here are a few key takeaways from this episode: The top legal pitfalls podcasters overlook Why fair use doesn’t mean what most think How contracts protect co-hosts, guests, and editors When and why to form an LLC for your podcast Why ownership agreements matter for brands and collaborations The future of podcast discovery and YouTube’s legal implications Guest Bio: Gordon Firemark, The Podcast Lawyer™, is an entertainment and media lawyer, podcaster, and educator known as The Podcast Lawyer™. He helps creators and companies protect their IP, contracts, and business structures. Gordon is the author of The Podcast, Blog, and New Media Producer’s Legal Survival Guide and host of Entertainment Law Update and Legit Podcast Pro. Connect with Gordon Firemark: Website: https://gordonfiremark.com LinkedIn: https://www.linkedin.com/in/gordonfiremark Episode Chapters (00:30) The $1 Haircut Analogy (01:05) Welcome to PodBiz (02:19) Where’s the Money in Podcasting? (03:03) From Theater to Media Law (05:27) Why Podcasting Isn’t Radio (08:25) Making Legal Education Accessible (09:11) Templates, Courses, and the DIY Legal Toolkit (10:12) The $1 Haircut Rule (12:08) Treating Your Podcast as a Business (14:22) Top Three Legal Mistakes Podcasters Make (16:46) StoryBrand and Making the Client the Hero (18:36) Quality Over Quantity (18:52) The Future of Podcast Discovery (21:14) Audio First, Video Smart (22:10) Closing Takeaways Some Additional PodBiz Buzz...“Getting people to pay you is great, but getting to keep the money they pay you is even better. If you don’t have contracts and clear ownership, you’re one disagreement away from losing it.”“Fair use isn’t a shield you can hide behind. The best way to stay safe is to get permission or make it yourself.”“Every podcast creates intellectual property. The sooner you treat it like a business, the more control you keep.”“Good audio, clear intent, and understanding your rights matter more than a perfect studio setup.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Measuring ROI and Brand Lift on Branded Podcasts with Stevie Manns	27 Oct 2025	00:24:49
Can working for a brand truly be where the money is in podcasting, and what metrics prove the ROI? In this episode of PodBiz, Norma Jean Belenky speaks with Stevie Manns, a producer with a background in both finance and media who currently works on the branded podcast The Bid for BlackRock. Stevie shares their journey of realizing a passion for podcast production and strategy during the pandemic and how they now apply their over a decade and a half of industry experience to help brands achieve significant return on investment and exposure. As Stevie puts it: "The podcast that you’re listening to at the end of the day is the tip of the iceberg ,5,%.. and 95% of it is what you don’t see below the surface". Here are some insightful moments within the episode • Why working for a brand remains one of the most reliable income paths in podcasting • How branded podcasts drive ROI through brand lift, thought leadership, and audience trust • What metrics actually matter, from subscriber growth to consumption rate • Why a 75 percent completion rate is “really, really good” for a branded show • How Stevie’s transition from finance to production led to purpose-driven work • The importance of caring deeply about your subject matter, even in complex topics • Why understanding your limitations and collaborating with experts builds stronger shows • How creative brand storytelling is evolving and why now is the time for bold ideas Stevie Manns (they/them) is a producer currently working with BlackRock on their podcast, The Bid. They have a long professional background in finance and a creative background in music and radio, which they combined to pivot into podcast production and strategy. Stevie also works on independent projects, including the Star Trek podcast Set Phasers. Learn more about Stevie's work at http://steviemanns.com Episode Chapters (00:00) Where is the money in podcasting? (01:01) The value and ROI of a branded podcast (03:16) The halo effect and brand lift (04:50) Podcasts as “top of funnel” thought leadership (05:38) ROI as a function of content need, subscribers, and consumption rate (06:49) Defining a high consumption rate for brands (07:22) Stevie’s unconventional path into podcasting (09:56) The existential COVID question and realizing a passion for production (11:43) Combining finance experience with production passion (12:01) Independent projects, including work with a Ukrainian journalist (14:25) The key mindset: caring about the subject matter and telling a story (15:38) What people may not know about the producer’s role (17:49) Advice for creators: knowing your limitations and not trying to do it all (19:14) Thoughts on regrets and the future career path (20:52) Excitement for industry growth, new listeners, and brand creativity (22:57) Examples of creative brand podcasting Some Additional PodBiz Buzz…“I do think there is a lot of money in working for a brand, whether it’s a corporate or whatever, but I really think that’s where it is”“76% of them prioritize like thought leadership as what their podcasts will provide for you to eventually kind of think over time”“You should be looking for a need and you should be filling that need.”“I have a passion for the subject matter in general and trying to find a way to tell that story.”“The secret to great audience development and to making a great show is labor.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
	Hot Takes on Money In Podcasting, Ad Tech, and Community with Dane Cardiel of Good Tape	20 Oct 2025	00:46:50
Where's the best place to make money in podcasting in 2025? In this episode of PodBiz, Norma Jean Belenky speaks with Dane Cardiel, Founder and Publisher of Good Tape, about the business, culture, and ethics of the podcasting industry. Dane shares his "two answers" to the question of where the money is, the crucial role of community, and his journey from being the first non-CTO employee at Simplecast to launching a physical print magazine dedicated to the craft of audio. As he puts it: “Podcasting... really is one of the only mediums a talent can actually have ownership over and really control their voice, their distribution, their monetization, sort of the full stack that other mediums really don't have any access to.” Here are some insightful moments within the episode: • Where Dane Cardiel believes the money is in podcasting—with a hot take and a deep dive into community-building. • The "Autonomous" and "Participatory" community quadrants where financial success is located. • The ethics and responsibility of the podcast medium, which allows talent to control their voice, distribution, and monetization. • Dane's journey from being the first non-CTO employee at Simplecast to a VP role in ad tech. • The one key mistake Dane observed in ad sales: the widespread lack of audience surveys. • Why Good Tape, a physical magazine, was created to elevate cultural coverage and shift the industry to be more active in the broader "creator economy." Dane Cardiel is the Founder and Publisher of Good Tape, an independent print magazine and creative studio dedicated to the craft and culture of podcasting. He previously held leadership positions at several podcast companies, including serving as VP of Creator Partnerships at Gumball and being an early employee at Simplecast. Connect with Dane on LinkedIn: https://www.linkedin.com/in/danecardiel/ Check out Dane's write up, Cashing In On Podcast Communities: https://offtherecrd.substack.com/p/cashing-in-on-podcast-communities Episode Chapters (00:00) The tea is hot (01:07) Welcome to Podbiz & Introducing Dane Cardiel (01:37) Where is the money in podcasting? (02:18) The second answer: Community (03:09) Dane's community chart and quadrants (04:58) Discussing Good Tape and Dane's advocacy (08:29) Podcasting as a double-edged sword and medium ownership (11:07) "We're going to grow old together" and shared values in the industry (16:40) Dane's career trajectory: Simplecast (18:46) Selling air: the enterprise side of Simplecast (21:51) Transition to ad tech: Headgum and Gumball (23:38) What podcast categories sell in ad tech (25:41) The biggest learning in ad sales: the lack of audience surveys (30:42) The Good Tape journey (35:12) Key moves and mindset: producers and 'business-leaning' talent (37:00) The difficulties in the industry (layoffs, competition) (39:03) The future of audio-only and community (45:16) If starting over, what Dane would do differently (45:36) What Dane is most excited about: Creator Economy Some Additional PodBiz Buzz… “The ability to influence that ability to oscillate that that shared equilibrium of values like, to a center that I feel more comfortable with... that feels like it's within my control.”“We have to be in this like new entertainment space and be a contributor to that conversation, not just a passive recipient of it.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting? Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more. Learn more: njbmedia.co \| thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.

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