In this episode of PodBiz, recorded before his unexpected passing last week, Todd Cochran, Founder & CEO of Blubrry Podcasting, joined Norma Jean Belenky to share his perspective on the realities of monetization, the future of the industry, and why creators must first serve their audiences.
As James Cridland wrote in an obituary published in Podnews, “Todd Cochrane was a fierce proponent of open RSS and building your podcast on your own website… Ever willing to help progress the industry, Todd was always interested to learn and make friends with anyone in podcasting.” His words in this conversation are a reminder of just how much one person can shape an industry.
As he put it:
“If you want to make money in this space, you have to first deliver value to your audience.”
Todd Cochran was the Founder & CEO of Blubrry Podcasting, a pioneer in hosting and monetization. A Navy veteran, author of one of the first books on podcasting, and longtime host of Geek News Central, Todd helped establish podcasting as a professional medium. His leadership empowered countless independent podcasters to find their voice, their audience, and their sustainability.
We’re deeply grateful to have recorded this conversation with Todd, and we honor his legacy in podcasting.
01:26 – Monetization Realities | Why most creators shouldn’t chase ads first
04:22 – The Numbers That Matter | When agencies start paying attention
07:32 – Beyond Ads | Subscriptions and listener support
10:16 – Building Trust | Transparency, vulnerability, and audience connection
13:46 – Early Days | Hosting, GoDaddy, and growing the ecosystem
19:11 – Hitting Record | Why starting is the hardest—and most important—step
24:27 – Practical Advice | “Record for your audience. Write for Google.”
32:39 – From Niche to Mainstream | The growth of podcasting at scale
36:16 – Future of Revenue | Ads, acquisitions, and industry shifts
37:14 – Why Audio-First Still Wins | Todd’s advice for new podcasters
“Record for your audience. Write for Google.”
“The reality is, unless you’re getting 10,000 to 50,000 downloads an episode, the agencies just aren’t going to pay attention.”
“It’s not about being perfect. It’s about being present.”
“Independent voices built podcasting, and they’re still the backbone of the industry today.”