PodBiz

What does sustainable podcast growth look like inside a fragmented, multilingual, rapidly developing European market?This week on PodBiz, Andreea Coscai breaks down how creators across Europe are building audiences, reaching listeners across borders, and monetizing through community-first strategies. As the founder of Eurowaves, Marketing Lead at Tink Media, and a key voice in global creator communities, Andreea offers a grounded look at what independent podcasters need to understand about the European landscape.As she puts it, marketing is not optional:“If you want to monetize your work, you have to make sure that you're investing as much in your marketing as you are in your production.”She also explains why connection and cultural alignment matter more than follower count:“It can be discouraging or nerve-wracking or risky, but you can also look at it as who else is doing this really, and how cool is it. Let me try.”This episode is a thoughtful, realistic look at what it takes for creators to grow in a market defined by nuance, collaboration, and diversity.Key Topics Discussed• How European creators build audiences across language and culture• Why marketing and audience clarity matter more than scale• Community-first growth and the rise of Eurowaves• How Tink Media supports podcasters through realistic promo systems• What creators misunderstand about social media and discoverability• Sponsorship reality in smaller or emerging markets• The role of grants, co-productions, and cross-border collaboration• Why global thinking benefits every independent creatorAbout Andreea CoscaiAndreea is the founder and writer of Eurowaves, Marketing Lead at Tink Media, newsletter and community coordinator at EarBuds Podcast Collective, and an independent podcast producer. She works across audience development, marketing strategy, and creator support throughout Europe and beyond.Connect with AndreeaEurowaves: https://eurowaves.substack.com/Events: https://eurowaves.substack.com/p/top-podcasting-eventsLinkedIn: https://www.linkedin.com/in/andreea-coscai/Pod.Vision: https://pod.vision/Episode Moments(03:29) Value alignment for Patreon and community support(04:08) How Eurowaves began and why Europe needed it(05:23) Community gaps in the European podcast space(06:57) What podcasters get wrong about audience development(08:54) Getting into podcasting through production and community(13:21) Cross-platform thinking for modern creators(14:42) Value packaging and sponsorship fit(16:50) Local markets, local sponsors, local wins(18:38) The fragmented but rich European ecosystem(19:48) How grants and co-productions shape opportunity(20:55) Storytelling across cultures(22:24) Learning from the U.S. while building something distinct(23:46) What Andreea would approach differently today(27:44) What excites her most about Europe’s creator futureSome Additional PodBiz Buzz“It can be discouraging or nerve-wracking or risky, but you can also look at it as who else is doing this really, and how cool is it. Let me try.” —Andreea Coscai

Where’s the money in podcasting for independent creators?This week on PodBiz, we talk with Andrew Weiss, Director of Partnerships at Podfest Expo, about the real paths to monetization for indie podcasters. Andrew works directly with thousands of creators through Podfest’s global community, and he brings a grounded, practical view of how shows grow, how they earn, and why some creators thrive while others fade out.Andrew explains why niche audiences consistently outperform broad ones, what strong brand alignment looks like, and how smaller shows win high-value sponsorships by understanding exactly whom they serve. He shares examples from the Podfest ecosystem, including a produce-industry podcast earning significant revenue because it reaches a high-intent audience brands care about.As he puts it:“More sponsor money is being put into podcasts every day. The riches are in the niches.”Andrew also talks about the mindset and systems that keep creators consistent. He breaks down batching, workflow design, community support, and why many podcasters underestimate the value of environment. His message is direct: when creators combine structure with a defined purpose, growth becomes achievable no matter their starting point.Another reminder he returns to:“You are the average of the five people you spend the most time with.”This episode is full of practical insights for anyone building a show meant to last.Key Topics Discussed• How independent podcasters earn through niche audiences and alignment• Monetization beyond ads: lead generation, partnerships, coaching, and services• Why creators should define success before launching• Preventing burnout and podfade through systems and batching• How community and collaboration accelerate growth• Sponsorship trends, audience quality, and brand expectations• Why mindset, structure, and environment influence creator success• What Podfest creators are doing that works todayAbout Andrew WeissAndrew Weiss is the Director of Partnerships at Podfest Expo, where he leads sponsor relations, event operations, and community initiatives that support independent creators worldwide. He is also the host of Rapid Results with Andrew Weiss and brings a decade of experience in entrepreneurship, coaching, and creator development.Connect with AndrewSocials: @theandrewjweissEpisode Moments(00:05) Sponsor growth and why niche shows win(02:03) Where the money is for indie creators(03:10) Monetization beyond advertising(04:06) Andrew’s path into podcasting(07:16) How Podfest grew virtual creator events(08:57) Lead generation and brand alignment(11:15) Mindset, grit, and environment(15:27) The six-figure produce-industry podcast(17:54) Preventing podfade through structure(21:35) Running large-scale creator events(26:27) What Andrew is excited about nextSome Additional PodBiz Buzz“The riches are in the niches.” —Andrew Weiss“If you never ask, then the answer is always no.” —Andrew Weiss (via Gary Vee)

What makes a show “monetizable” in the eyes of advertisers?This week on PodBiz, Veronika Taylor breaks down how brands evaluate podcasts, what creators often overlook, and why the future of podcast revenue extends far beyond a single medium. As SVP of Content and the Creator Network at Acast, Veronika oversees global teams, creator relationships, and the systems that power advertising across more than 140,000 shows.She shares a transparent view of what actually drives revenue, how creators can position themselves long before they hit a download threshold, and why integrated brand campaigns are rising faster than traditional host-read ads.As Veronika puts it:“Advertisers care about things you may think only your listeners look at. They’re combing through your cover art, your title, and your metadata. Anything that doesn’t feel right for their brand, they’ll cross you off the list.”Veronika also breaks down how Acast is shifting advertising conversations earlier in the funnel, how creators can use audience data to strengthen proposals, and why global podcast consumption habits remain one of the industry's most fascinating growth indicators.KEY TOPICS• How advertisers evaluate shows before they ever buy• Why metadata and branding matter more than creators think• How small shows are landing premium integrated campaigns• Programmatic innovation • Why video matters for some creators but not all• How to share audience data that strengthens ad sales• Global trends in podcast consumption and monetization• The value of listening to creator goals, not assuming them• Career lessons from navigating multiple media industriesABOUT VERONIKA TAYLORVeronika Taylor is the Senior Vice President of Content and the Creator Network at Acast, overseeing global creator partnerships, content strategy, and support across major markets including the US, UK, Europe, LATAM, and APAC. Her background in journalism and international publishing informs her approach to scaling shows, developing creator ecosystems, and shaping Acast’s global content vision.EPISODE MOMENTS(00:05) Every podcast has different goals(01:41) Welcome Veronika to PodBiz(01:52) Where the money is for most creators(02:56) Why monetization looks different for every show(03:45) Smaller shows landing big brand deals(05:02) Ads, sponsorships, and integrated campaigns(07:32) How creators can position themselves for advertisers(08:55) Why metadata matters more than you think(09:54) Feeding sales teams the right audience data(12:54) Moving advertisers earlier in the funnel(14:13) The rise of multi-platform branded campaigns(16:47) Why some creators stay audio-only(18:44) Marc Maron’s decision to end WTF(20:42) How Veronika entered the podcast industry(22:36) Why podcasting still feels new(25:43) Tailoring support for each creator’s goals(27:36) Branding, metadata, and audience alignment(28:59) The “invisible” internal work behind creator success(32:50) A global perspective on podcast growth(34:59) What Veronika is excited about nextSOME ADDITIONAL PODBIZ BUZZ“Podcasting is being consumed in so many different ways now, and as long as the storytelling reaches audiences, that’s what matters. Whether they’re watching on YouTube, listening in audio, or finding clips on TikTok, the medium is expanding in exciting ways.” “We’re seeing smaller shows with highly engaged audiences drive real revenue because they’re great at integrated campaigns across all their channels.”

How do you build a podcast business that lasts- not just creatively, but financially?In this episode of PodBiz, host Norma Jean Belenky sits down with Jeff Umbro, Founder and CEO of The Podglomerate, to talk about what it really takes to grow a sustainable podcast company in 2025.Jeff shares how his background in book publicity shaped his approach to audience development, why choosing the right clients matters more than chasing big names, and how he built a business by focusing on people, fit, and long-term partnerships.As he puts it:“Work with people that you’re comfortable working with and don’t work with people that you’re not. It sounds simple, but if it’s not the right fit, it’s not going to have a good ending for anyone.”He also breaks down the realities of running a podcast agency from eight distinct revenue models to the constant balance between creative ambition and what keeps the lights on:“Do what works. If you can do that enough, then everything else can start to fall into place.”Whether you’re an indie creator, a brand exploring audio, or someone building a podcast business of your own, Jeff offers a grounded, honest, and deeply practical playbook for turning creative work into real revenue.Episode Chapters(00:05) Why fit matters more than prestige in client partnerships(01:03) Introducing Jeff Umbro and the origin of The Podglomerate(02:48) Where Jeff sees the money in podcasting today(04:13) Building community as a foundation for growth(05:20) From book PR to podcast production(07:09) Early traction and the shift to full-service representation(08:42) Doing what works and why creative ambition needs revenue behind it(10:25) Empowering teams and building a company that lasts(11:19) Trusting your gut in client and collaborator selection(12:49) Why understanding your audience is core to every revenue model(15:28) What most people misunderstand about podcast PR and launches(17:21) Sustainable growth over “big splash” thinking(19:02) Collaboration, transparency, and the podcast industry’s unofficial code(20:28) The future of podcast businesses and where Jeff sees opportunityGuest BioJeff Umbro is the Founder and CEO of The Podglomerate, a creator-first podcast company producing, marketing, and monetizing shows for major publishers, media companies, and independent creators. His work has helped shape some of the industry’s most successful launches and long-running series, grounded in a philosophy of strategic partnership, thoughtful storytelling, and sustainable growth.Connect with JeffLinkedIn: https://www.linkedin.com/in/jeffumbro/Podglomerate WebsiteL https://podglomerate.com/Some Additional PodBiz Buzz…“If it’s not something you’re proud of, nobody else will be proud of it either.”“You can’t fake growth. Consistency and community are what get you there.”“There’s always another shift coming in this industry, and that’s part of the fun.”

What does sustainable growth in podcasting look like when the industry keeps changing?In this episode of PodBiz, Norma Jean Belenky talks with Arielle Nissenblatt, Director of Community and Content at Pinwheel and founder of EarBuds Podcast Collective.Arielle shares how creators can grow without chasing trends and why podcasting’s true value lies in connection, not scale. She explains how independent podcasters turn listener trust into real business opportunities through clarity, outreach, and knowing exactly who they serve.As Arielle puts it:“You are a creator who has figured out a niche. You speak specifically to a group, you understand their wants and their needs, and you actually have a direct line to them.. whether it's through a Facebook group, a monthly Zoom, or Patreon. If you know how to reach those people and can then translate what they need to a potential advertiser, you can make money.”Arielle also talks about the connection that keeps podcasting unique:“Podcasting is still magical because of the connection it creates. You can’t replicate that feeling in a YouTube video or on social media. It’s a voice in your ear, and that intimacy builds trust faster than any metric ever could.”In this episode:Why niche shows often outperform broad ones in revenueHow to turn audience connection into brand partnershipsWhat outbound pitching really looks like for creatorsWhy consistency and authenticity beat algorithmic reachGuest Bio:Arielle Nissenblatt is the Head of Community and Content at Pinwheel, cohost of Sounds Profitable: The Download, and founder of EarBuds Podcast Collective. Known for her community-driven approach, Arielle is one of the podcast industry’s most trusted voices on sustainable growth and audience connection.Connect with Arielle: LinkedIn: https://www.linkedin.com/in/arielle-nissenblatt Instagram: https://www.instagram.com/arithisandthat EarBuds Podcast Collective: earbudspodcastcollective.orgEpisode Chapters(00:00) The niche and the hustle(01:07) Knowing your audience(03:22) Turning community into opportunity(06:45) Outbound relationship building(09:31) Why podcasting is still magic(12:05) Measuring success beyond metrics(14:48) The future of creator collaborationSome Additional PodBiz Buzz“If you can translate what your audience needs to a potential advertiser, you can make money.”“Podcasting is still one of the few spaces where creators build trust without chasing algorithms.”

How legally protected is your podcast?In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Gordon Firemark, entertainment and media attorney known as The Podcast Lawyer™. Gordon shares how podcasters can protect their work, structure their businesses, and avoid the mistakes that cost creators time and money.He explains why “fair use” isn’t a safety net, why every show needs clear contracts, and how creators can think strategically about the business side of podcasting.As Gordon puts it:“You don’t want to walk up to a vending machine that says haircuts $1 and stick your head in the hole. Maybe you get a decent haircut, maybe you lose an ear. That’s what happens when you take a shortcut on something that actually matters.”Here are a few key takeaways from this episode:The top legal pitfalls podcasters overlookWhy fair use doesn’t mean what most thinkHow contracts protect co-hosts, guests, and editorsWhen and why to form an LLC for your podcastWhy ownership agreements matter for brands and collaborationsThe future of podcast discovery and YouTube’s legal implicationsGuest Bio:Gordon Firemark, The Podcast Lawyer™, is an entertainment and media lawyer, podcaster, and educator known as The Podcast Lawyer™. He helps creators and companies protect their IP, contracts, and business structures. Gordon is the author of The Podcast, Blog, and New Media Producer’s Legal Survival Guide and host of Entertainment Law Update and Legit Podcast Pro.Connect with Gordon Firemark:Website: https://gordonfiremark.comLinkedIn: https://www.linkedin.com/in/gordonfiremarkEpisode Chapters(00:30) The $1 Haircut Analogy(01:05) Welcome to PodBiz(02:19) Where’s the Money in Podcasting?(03:03) From Theater to Media Law(05:27) Why Podcasting Isn’t Radio(08:25) Making Legal Education Accessible(09:11) Templates, Courses, and the DIY Legal Toolkit(10:12) The $1 Haircut Rule(12:08) Treating Your Podcast as a Business(14:22) Top Three Legal Mistakes Podcasters Make(16:46) StoryBrand and Making the Client the Hero(18:36) Quality Over Quantity(18:52) The Future of Podcast Discovery(21:14) Audio First, Video Smart(22:10) Closing TakeawaysSome Additional PodBiz Buzz...“Getting people to pay you is great, but getting to keep the money they pay you is even better. If you don’t have contracts and clear ownership, you’re one disagreement away from losing it.”“Fair use isn’t a shield you can hide behind. The best way to stay safe is to get permission or make it yourself.”“Every podcast creates intellectual property. The sooner you treat it like a business, the more control you keep.”“Good audio, clear intent, and understanding your rights matter more than a perfect studio setup.”

Can working for a brand truly be where the money is in podcasting, and what metrics prove the ROI?In this episode of PodBiz, Norma Jean Belenky speaks with Stevie Manns, a producer with a background in both finance and media who currently works on the branded podcast The Bid for BlackRock. Stevie shares their journey of realizing a passion for podcast production and strategy during the pandemic and how they now apply their over a decade and a half of industry experience to help brands achieve significant return on investment and exposure.As Stevie puts it:"The podcast that you’re listening to at the end of the day is the tip of the iceberg ,5,%.. and 95% of it is what you don’t see below the surface".Here are some insightful moments within the episode• Why working for a brand remains one of the most reliable income paths in podcasting • How branded podcasts drive ROI through brand lift, thought leadership, and audience trust • What metrics actually matter, from subscriber growth to consumption rate • Why a 75 percent completion rate is “really, really good” for a branded show • How Stevie’s transition from finance to production led to purpose-driven work • The importance of caring deeply about your subject matter, even in complex topics • Why understanding your limitations and collaborating with experts builds stronger shows • How creative brand storytelling is evolving and why now is the time for bold ideasStevie Manns (they/them) is a producer currently working with BlackRock on their podcast, The Bid. They have a long professional background in finance and a creative background in music and radio, which they combined to pivot into podcast production and strategy. Stevie also works on independent projects, including the Star Trek podcast Set Phasers.Learn more about Stevie's work at http://steviemanns.com Episode Chapters(00:00) Where is the money in podcasting?(01:01) The value and ROI of a branded podcast(03:16) The halo effect and brand lift(04:50) Podcasts as “top of funnel” thought leadership(05:38) ROI as a function of content need, subscribers, and consumption rate(06:49) Defining a high consumption rate for brands(07:22) Stevie’s unconventional path into podcasting(09:56) The existential COVID question and realizing a passion for production(11:43) Combining finance experience with production passion(12:01) Independent projects, including work with a Ukrainian journalist(14:25) The key mindset: caring about the subject matter and telling a story(15:38) What people may not know about the producer’s role(17:49) Advice for creators: knowing your limitations and not trying to do it all(19:14) Thoughts on regrets and the future career path(20:52) Excitement for industry growth, new listeners, and brand creativity(22:57) Examples of creative brand podcastingSome Additional PodBiz Buzz…“I do think there is a lot of money in working for a brand, whether it’s a corporate or whatever, but I really think that’s where it is”“76% of them prioritize like thought leadership as what their podcasts will provide for you to eventually kind of think over time”“You should be looking for a need and you should be filling that need.”“I have a passion for the subject matter in general and trying to find a way to tell that story.”“The secret to great audience development and to making a great show is labor.”

What does it really take to build a business that lasts in podcasting?In this episode of PodBiz, Norma Jean Belenky and John Kiernan talk with Randi P’Pool, Founder and CEO of P’Pool Media, about the realities of leading a modern media agency — from scaling teams and navigating client departures to redefining what creative success actually looks like. Randi shares lessons from two decades in broadcast and marketing and the shift from corporate structures to the agility of podcasting. It’s a candid look at leadership, adaptation, and what happens when you build a business that reflects the people behind it.As she puts it:“You have to learn to pivot. If something isn’t working, stop trying to force it to look like success.”Here are some insightful moments within the episode:• Why adaptability is the key to long-term success in podcast marketing• How to recover when a major client leaves — and what it teaches you about leadership• Why authenticity and consistency still outperform “corporate buzzword speak”• The shift from broadcast culture to agile, creator-led podcasting• How fractional teams and partnerships can scale creative businesses• The emotional side of entrepreneurship and protecting your confidence• What the future of podcast marketing looks like for agencies and creators alikeRandi P’Pool is the Founder and CEO of P’Pool Media, a full-service marketing agency working with B2B and B2C podcast companies. With over twenty years of experience in media, she helps creators, networks, and brands build marketing strategies that connect, convert, and sustain. Randi’s work bridges traditional broadcast expertise with the adaptability of today’s podcast industry, emphasizing creative integrity and measurable results.Connect with Randi on LinkedIn: https://www.linkedin.com/in/randi-p-pool-75872520/Episode Chapters(00:00) Opening | Defining the real business of podcast marketing(02:14) From corporate broadcasting to entrepreneurship | Randi’s leap into ownership(06:42) Strategy over spin | Finding the right message for the right audience(09:22) Authenticity in content | Why “busy buzzword speak” doesn’t work(10:02) Leadership lessons | Building and managing a business that scales(17:53) Fractional teams | How integration keeps clients growing(19:51) The never-off entrepreneur | Boundaries and balance in creative work(20:43) Learning from loss | Navigating client departures with perspective(23:13) The future of podcast marketing | Why evolution keeps it excitingSome Additional PodBiz Buzz…“It’s devastating not only to your ego but financially when a client leaves. You have to learn to take those in stride.”“People are going to say no. Knowing that things happen at the right time has been the biggest mindset shift.”“I’m a Leo and I like to be my own boss.”“You have to learn to pivot. If something isn’t working, stop trying to force it to look like success.”“Look at the stage. We’re all friends. That’s the best part of this industry.”