PodBiz | Where’s The Money In Podcasting?
- Episodes
- 70
- Released
- weekly
- Latest episode
- Nov 9, 2026
About the podcast
Where's the money in podcasting? Hosted by Norma Jean Belenky and John Kiernan, PodBiz dives into the strategies, trends, and tools driving podcast monetization and industry growth. From ad revenue and branded content to audience development and production workflows, we spotlight the real business behind the mic.
Each week, we speak with creators, executives, and innovators answering the one question on everyone’s mind: Where’s the money in podcasting?
Whether you're monetizing your show, launching a network, or just obsessed with the space, PodBiz is your insider guide to podcasting’s biggest opportunities.
Listen to new episodes every Monday- Let’s get down to PodBiz!
Hosted on Acast. See acast.com/privacy for more information.
Episodes 70
Why Community & Crowdfunding Beats Quick Money with Myke Hurley of Designed in California & Relay FM
Can raising $300,000 on Kickstarter change the playbook for independent podcast monetization?In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Myke Hurley, co-founder of Relay FM and …
Show notes
Can raising $300,000 on Kickstarter change the playbook for independent podcast monetization?
In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Myke Hurley, co-founder of Relay FM and co-host of Designed in California, about the realities of building a sustainable podcast business. Myke shares how an Apple 50th-anniversary special episode on Upgrade sparked a runaway Kickstarter campaign that raised over $311,000.
As he puts it:
"The key has always been with monetization for podcasting is to not set out to get it. I think people that are like, 'I want to make money, I will start a podcast,' they will very quickly realize that that's not a path."
Here are some insightful moments within the episode:
🎧 Why chasing quick money in podcasting fails
🎧 How Designed in California turned an episode idea into a $300K+ Kickstarter success
🎧 The importance of delivering a finished product or proof-of-concept during crowdfunding
🎧 Why labor, licensing, and production quality separate good work from great work
🎧 Navigating the current video podcast trend with a healthy dose of skepticism
🎧 The personal sacrifices required to build an independent podcast network
Myke Hurley is the co-founder of Relay FM and co-host of popular shows including Designed in California, Upgrade, and The Pen Addict. With nearly 15 years of professional experience in the industry, he has pioneered independent network infrastructure, creator memberships, and community-driven fundraising.
Connect with Myke on LinkedIn:
Learn more at Relay FM: www.relay.fm
Episode Chapters
00:00 – Introduction & where the money is in podcasting
03:00 – Why monetization shouldn't be your starting point
06:06 – The origins of Designed in California
09:11 – Using Kickstarter to pre-sell memberships
15:19 – The intense strategy behind a successful Kickstarter campaign
22:00 – Reinvesting a $300K budget into elite production value and licensing
25:06 – A healthy skepticism around the video podcast bubble
32:59 – The real price of success: Time and sacrifice
34:47 – Myke's 15-year journey: From 70dB to founding Relay FM
40:27 – Giving back: Raising millions for St. Jude Children's Research Hospital
50:00 – If starting over today, what Myke would do differently
Some Additional PodBiz Buzz…
"None of these endeavors are a way to find a quick buck."
"The path to success is sacrifice. You have to be willing to give something up."
"Podcasting is a medium that can hyper serve niches. It's what makes it so incredible."
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 Omnichannel Ad Strategies for Podcasts with Molly Ponzo of SiriusXM Media
Can programmatic ad tech and host authenticity coexist to unlock big revenue for podcasters of all sizes?In this episode of PodBiz, Norma Jean Belenky and John Kiernan sit down with Molly Ponzo, VP of Ad …
Show notes
Can programmatic ad tech and host authenticity coexist to unlock big revenue for podcasters of all sizes?
In this episode of PodBiz, Norma Jean Belenky and John Kiernan sit down with Molly Ponzo, VP of Ad Product for SiriusXM Media and AdsWizz, to explore the evolving landscape of podcast monetization. Molly breaks down how advertising has shifted from traditional host-reads to scalable, dynamic network buying—and how mid-size and smaller creators can leverage these tools to grow their revenue alongside major network slates like Call Her Daddy and Giggly Squad.
As she puts it: “That is what we’re here for: connecting brands to fans.”
Here are some insightful moments within the episode:
- Where the money in podcasting is moving and how ad buying is scaling across slates
- How programmatic technology and Dynamic Ad Insertion (DAI) open doors for mid-sized creators
- Protecting creator trust and authenticity while introducing automated ad workflows
- The transition from audio-only feeds to an omnichannel strategy (video, HLS, social, newsletters)
- Why "easy to buy and easy to try" is the key to bringing non-traditional advertisers into audio
- What product managers and ad tech teams look at when packaging high-profile vs. niche shows
Molly Ponzo is the VP of Ad Product for SiriusXM Media and AdsWizz, bringing over 15 years of experience leading ad technology innovation across Pandora, AdsWizz, and SiriusXM's podcast network ecosystem.
Connect with Molly on LinkedIn:
Learn more about SiriusXM Media:
Episode Chapters(00:00) – Connecting brands to fans: the core mission of ad tech
(01:10) – Where is the money in podcasting today?
(03:38) – Supporting mid-size and smaller creators through audience buying
(06:36) – Redefining podcasting: from audio RSS to video and social
(10:19) – Molly’s journey: 15 years across Pandora, AdsWizz, and SiriusXM
(14:02) – The shift from baked-in ads to dynamic ad insertion (DAI)
(16:48) – Protecting creator trust and brand suitability in dynamic environments
(22:49) – The key milestone: opening the programmatic aperture
(26:42) – Packaging ad inventory for major slates and creators
(31:34) – Maintaining authenticity in host-reads vs. automated ads
(36:04) – What makes a show easy (or hard) to sell to advertisers?
(39:53) – Proving audio ROI and measuring performance against video/display
(44:06) – How programmatic advertising works behind the scenes
(49:11) – Looking around the corner: planning platform architecture for video & social
(53:37) – The future of podcasting: open ecosystems, creator empowerment, and new media formats
Some Additional PodBiz Buzz…- “Advertising is always about: did the money I spend give me the results that I want?”
- “Audio already has its own challenges getting on every media plan. The only way to get people to buy audio is to make it easy.”
- “You have to be able to trust these creators, know the audience that’s there, and understand that authenticity meets requirements.”
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 Power of Mission-Driven Audio with Richard Fawal of Voxtopica
Can mission-driven organizations and nonprofits really use podcasting to grow their audience and expand their cause?In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Richard Fawal …
Show notes
Can mission-driven organizations and nonprofits really use podcasting to grow their audience and expand their cause?
In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Richard Fawal, founder and CEO of Voxtopica, about how non-profits, educational institutions, and mission-based organizations utilize podcasting to grow membership and increase awareness. Richard shares how these organizations approach podcasting for ROI that goes beyond the traditional commercial bottom line, building community trust and lasting institutional impact.
As he puts it:
“Everybody is budget conscious... but when you're working with mission-driven organizations, the ROI looks different.”
Here are some insightful moments within the episode:
• How mission-based organizations leverage podcasting for community awareness and growth
• Why the ROI for non-profits and universities differs from traditional for-profit models
• Navigating grants, donations, and communication budgets to fund podcast projects
• The importance of authenticity and inclusivity in modern nonprofit messaging
• How grassroots education and voter engagement thrive in the podcasting space
• Why in-person connections and networking are shaping the future of media strategy
Richard Fawal is the founder and CEO of Voxtopica, an agency specializing in helping mission-driven organizations, non-profits, and educational institutions build impactful podcast strategies.
Connect with Richard on LinkedIn:
Learn more at Voxtopica:
Episode Chapters
(00:00) – Introduction to Richard Fawal and Voxtopica
(01:43) – Where is the money in podcasting for mission-driven groups?
(02:44) – Funding non-profit podcasts through grants and donors
(04:38) – The unique ROI of non-profit and educational audio
(06:12) – Richard’s background in Washington, D.C. and communications
(11:20) – Examples of organizational podcasts and community impact
(14:19) – Pitching podcast strategies to mission-driven clients
(18:27) – Managing stakeholder expectations and budgets
(21:59) – Reaching diverse generations and demographics
(27:10) – Podcasting as a tool for political campaigns and voter education
(36:02) – Integrating podcasting into an overall campaign messaging strategy
(41:18) – Key mindset shifts for non-profit podcast success
(48:19) – Lessons learned from past challenges and shifting tectonic plates
(51:10) – If starting over: Avoiding remote traps and embracing in-person connection
(53:47) – What Richard is most excited about moving forward in the podcast industry
Some Additional PodBiz Buzz…
“Everybody is budget conscious.”
“When you like a podcast...Word of Mouth is the number one podcast discovery.”
“In person is the theme of 2026.”
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.
Apple Podcasts Jake Shapiro on HLS Video, Monetization, iOS 27 Updates, and the Future of Podcasting
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 …
Show notes
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
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 …
Show notes
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
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 …
Show notes
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
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 …
Show notes
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
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 …
Show notes
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
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 …
Show notes
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 MarsiThe 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 MarsiAndrea 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
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 …
Show notes
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 BioMolly 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 NYCPodcast 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/registrationPodBiz 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
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 …
Show notes
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
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
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 …
Show notes
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 MaxwellAndy 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
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 …
Show notes
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 ParkerThe 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 HelenHelen 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
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 …
Show notes
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 BallasJim 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 BioJim 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 BallasPodBiz 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
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 …
Show notes
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 RossittoAinsley 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
(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 BioAinsley 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 RossittoPodBiz 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
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 …
Show notes
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
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 …
Show notes
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 NetoRicardo 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?
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 …
Show notes
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.
Podnews
Daily news for the podcast and on-demand audio industry.
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.
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
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 …
Show notes
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.
Podnews
Daily news for the podcast and on-demand audio industry
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.
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
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 …
Show notes
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
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 …
Show notes
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 YoungInstagram: 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 YoungStella 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
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 …
Show notes
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
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 …
Show notes
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
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 …
Show notes
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.'”
-
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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
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 …
Show notes
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 HowardSean 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
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 …
Show notes
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
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
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 …
Show notes
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
- (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
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 KendallHealth 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
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 …
Show notes
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 MichelleMichelle 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
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 …
Show notes
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 BrendanBrendan 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
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 …
Show notes
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 SethiSam 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.
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