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PodBiz

The podcast about the business of podcasting. Where’s the money? Let’s get down to PodBiz.


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  • 58. How to Build a Better Podcast Ad Campaign with Andy Maxwell of Earmax Media

    48:54||Season 1, Ep. 58
    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 reachHow niche audiences create more valuable advertising opportunitiesWhy first position within an ad break can improve performanceWhat brands misunderstand about impressions, downloads and listenersHow pixels, landing pages and discount codes measure resultsWhy podcast ads need creative built for the listening environmentWhen sponsoring an established podcast is smarter than launching a short branded seriesHow video dynamic ad insertion could unlock evergreen inventoryAbout 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-workEpisode 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 advertisingSome 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.”

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  • 57. Why Podcasting Is Growing Up with Helen Parker of Strange Magic

    59:56||Season 1, Ep. 57
    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 planningEpisode 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 upAbout 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.comSome 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.”

  • 56. How Podcast Attribution Unlocks More Ad Revenue with Jim Ballas of Magellan AI

    45:22||Season 1, Ep. 56
    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 EpisodeHow attribution builds advertiser confidenceWhy podcast data differs from other digital mediaWhat counts as a podcast in the video eraVideo podcast advertising and additional ad inventoryHow audience trust drives advertising performancePsychographics and more detailed audience targetingMeasuring podcasts across multichannel campaignsAdvertising growth in non-English marketsWhy promo codes can undercount podcast conversionsHost-read ads versus produced advertisingWhy advertisers should treat podcasting as its own mediumCuriosity, collaboration and solving industry problemsEpisode 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 podcastingGuest 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 Ballas

  • 55. How to Build a Creator-Owned Podcast Business with Ainsley Rossitto of beehiiv

    59:56||Season 1, Ep. 55
    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 EpisodeWhy audience ownership mattersHow podcasts and newsletters work togetherDownloads vs. unique listenersPremium subscriptions and creator revenueCommunity, retention and audience feedbackBuilding a podcast-first media businessWhy creators should not be everywhere at onceEpisode Chapters(01:52) Where the money is in podcasting(03:12) Owning and understanding your audience(05:35) Why beehiiv expanded into podcasting(10:00) Consolidating the creator tech stack(15:04) Lessons from NPR and Paramount(19:07) Monetizing valuable niche audiences(21:28) Newsletter best practices for podcasters(25:42) The podcast metrics that matter(34:06) Why podcast growth has no silver bullet(36:45) beehiiv’s new podcast tools(37:27) Community, retention and paid memberships(43:26) Keeping subscription revenue with the creator(48:47) Making the podcast the central product(52:03) Building an independent media company(58:49) Why creators should not be everywhere at onceGuest 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 Rossitto

  • 54. Leveraging Bonus Content and Subscriptions for Monetization with Eric Barnett of Supporting Cast

    48:53||Season 1, Ep. 54
    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 Podcasting02:57 – 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.”

  • 53. Why Brands Are Investing Beyond Podcast Downloads with Ricardo Neto of Acast

    50:25||Season 1, Ep. 53
    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 advertisingHow Acast evaluates creators across RSS, social media and YouTubeWhy niche audiences can be more engaged than audiences of larger showsHow brand safety and suitability tools are helping more advertisers enter podcastingWhy creator partnerships can grow from host reads into branded content, events and tour sponsorshipsHow video gives podcasters access to content and video budgetsWhy podcast listeners will increasingly move between audio and videoHow authentic brand partnerships can motivate audiences to take actionWhy curiosity matters as podcasting continues to evolveWhat Acast looks for when hiring multiplatform podcast sales professionalsAbout 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 podcastingSome 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.)"

  • 52. One Year of PodBiz: Where the Money Is in Podcasting?

    38:37||Season 1, Ep. 52
    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 TwoNorma 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/podbizEpisode 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 LoafYour one stop shop for podcast video and audio post production.www.leanandloaf.comPodnewsDaily news for the podcast and on-demand audio industry.www.podnews.comHeadliner / DiscoDisco converts your readers into podcast listeners. Quickly create, clip, and caption podcast videos with ease. Turn one full-length video into optimized, accessible podcast clips.www.headliner.app