How are today’s creators rethinking monetization and what role does trust play in podcast growth?

In this episode of PodBiz, NJ sits down with James Cridland, Editor of Podnews and radio futurologist, for a high-level look at current state of podcast monetization. James shares how creators are expanding beyond traditional advertising into value-for-value models, subscriptions, and newsletters that build real trust with their audiences. With clarity and candor, James discusses how the medium is evolving and how Podnews itself became an industry staple by doing one thing very well, consistently.

As he puts it:

We dive into the ecosystem-wide shifts reshaping podcast monetization and audience engagement, including:

• How creators are leveraging value-for-value models to align with listeners
• The overlooked power of newsletters in a fragmented media landscape
• Why consistency still drives growth and discovery
• What Podcasting 2.0, location tags, and new tech mean for creators today
• James’ own journey with Podnews and what he sees coming next for the industry

James Cridland is Editor of Podnews, the leading daily podcast industry briefing, and a renowned radio futurologist. A former strategist at Virgin Radio and the BBC, James has spent decades helping platforms and creators innovate across streaming, radio, and podcasting. His work has shaped open podcasting standards, and his newsletter now reaches thousands of professionals every day with trusted, global insights.

Website: https://podnews.net

Newsletter: Subscribe to Podnews

LinkedIn: https://www.linkedin.com/in/jamescridland/

02:15 – Exploring Revenue Streams in Podcasting

08:30 – Value for Value and Community Engagement

15:45 – The Power of Newsletters for Growth

22:10 – The Importance of Consistency

30:00 – Podcasting Technology and Future Trends

38:20 – James’s Personal Journey and Industry Reflections

Some Additional PodBiz Buzz:

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.

In the premiere episode of PodBiz, NJ speaks with Milly Botes, VP of Product at Acast, about building scalable advertising tools, empowering creators, and rethinking what podcast success actually looks like. Milly shares how her team is building scalable infrastructure for audio and video sponsorships, and why, in her words,

We dive into the shift from downloads to engagement, the growth of video podcasting, and what brands really look for in high-performing content partnerships. We'll also get into platform strategy, product design, and why creator monetization is shifting away from traditional metrics like downloads toward more meaningful engagement.

Milly Botes is a seasoned product leader with a passion for building platforms where creativity, technology, and commerce meet. As VP of Product at Acast, she leads the evolution of the podcast monetisation marketplace, creating a more connected, self-serve, and scalable ecosystem that helps creators and advertisers thrive across both audio and video.

Previously, Milly built the Care Navigation platform at Ada Health and began her career at Monitor Deloitte. She has lived and worked in London, Berlin, New York, and Cape Town, bringing a global lens to platform strategy and creator empowerment.

Connect with Milly on LinkedIn

00:00 – The Evolution of Podcast Monetization

01:25 – Defining a Podcast in Today's Landscape

03:59 – Trends in Podcasting: Video and Creator Empowerment

06:20 – Metrics Beyond Downloads: Understanding Engagement

08:47 – Milly’s Journey into Podcasting

11:25 – The Role of Product in Podcasting

12:56 – Empowering Creators: Monetization Strategies

15:30 – The Challenges of Product Management

17:56 – Looking Ahead: The Future of Podcasting

“We are building accessible products for creators.”

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.

In this premiere episode of PodBiz, NJ speaks with Adam McNeil, SVP of Client Services at ADOPTER Media, about what makes podcast advertising effective- and what still holds it back. From host-read ads to media buying strategy, Adam shares what he’s learned placing over $100M in podcast sponsorships for direct-to-consumer brands, and in his words,

We dive into how creators and buyers can align more effectively, why attribution remains a challenge, and how relationships and content fit still drive performance in today’s creator economy including:

• What makes host-read ads work — and when they don’t
• Media buying best practices for creators and brands
• Attribution limitations and evolving metrics
• The role of relationships in performance and scale
• Building a career in podcast advertising

Adam McNeil is SVP of Client Services at ADOPTER Media, a leading podcast and YouTube sponsorship agency. Adam has led podcast ad campaigns that have generated more than $100 million in attributable revenue for top DTC brands. He’s a sought-after industry voice, known for his newsletter The Roast, his insights on LinkedIn, and media appearances in Forbes, The Verge, Bloomberg, and Sounds Profitable. Adam also advises analytics platforms like Podscribe, helping improve attribution and reporting across the podcasting space.

Connect with Adam on LinkedIn

Here are some insightful moments within the episode:

00:00 – Host-Read Ads: What Works & Why

02:15 – How ADOPTER Places $100M+ in Podcast Spend

05:02 – Building Trust Between Brands and Creators

07:48 – Common Pitfalls in Attribution and Reporting

10:30 – Podcast Career Advice: From Buyer to Advisor

13:20 – How to Vet a Show’s Sponsorship Readiness

15:42 – Shifts in Buyer Expectations Post-2023

18:10 – The Future of Media Buying in the Creator Economy

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.

In this episode of PodBiz, NJ speaks with Danielle Bezalel, MPH, creator and host of Sex Ed with DB, about building a profitable show in a niche many advertisers won’t touch. Danielle shares how she earns up to $140,000 a year from her single podcast feed, not through massive reach, but by building strong sponsor relationships and packaging her podcast alongside other media assets.

As she puts it:

We dive into the strategy, systems, and mindset behind her success, including:

• How focusing on a niche can attract aligned sponsors
• Packaging a podcast with other media assets to increase deal value
• Long-term brand relationships in underrepresented industries
• Creating deliverables that meet sponsor needs across platforms
• Treating your podcast like a business from day one

Danielle Bezalel, MPH (she/her) is the Creator, Executive Producer, and Host of Sex Ed with DB — a smart, science-backed podcast delivering inclusive sex education from top experts in sex, sexuality, and pleasure. With a Master of Public Health from Columbia University and deep experience in the reproductive health space, Danielle helps bridge the gap between education, empowerment, and media strategy.

She lives in Oakland, CA and is available for live and virtual speaking engagements.

Learn more: sexedwithdb.com

Email: [email protected]

Follow: TikTok, Instagram, Threads, YouTube: @sexedwithdb

00:00 – Introduction | Meet Danielle Bezalel and her podcasting journey

05:30 – The Power of Niche | How focusing on a niche can attract sponsors

12:00 – Building Sponsor Relationships | The art of long-term sponsorships

20:00 – Creative Sponsorship Packages | Deliverables that add value

30:00 – Professionalism in Podcasting | Treating your podcast like a business

40:00 – Insights and Advice | Key takeaways for aspiring podcasters

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.

Welcome to PodBiz: The Podcast About the Business of Podcasting. In this trailer episode, meet your hosts Norma Jean Belenky and John Kiernan, two podcast industry veterans with years of experience across production, marketing, monetization, and audience strategy. PodBiz is a show for creators, networks, and media professionals who want to understand how podcasting works as a business. Every episode centers around one essential question:

Where’s the money in podcasting?

Through candid conversations with founders, producers, advertisers, and platform leaders, PodBiz explores real-world strategies for monetization, growth, and sustainability in audio. Whether you're running an indie show or managing a network, you'll get insights on advertising, branded content, subscriptions, IP development, and how the top players are building revenue through podcasting.

Upcoming guests include leaders from Acast, Captivate, Podnews True Native Media, Adopter Media, Buzzsprout, Crooked Media, Podfest Expo, The Podglomerate, Sounds Profitable, Sundaze PR, BlackRock, Blubrry, RSS.com, Disctopia and more, including independent creators earning six figures and executives shaping the future of the podcast and media industry.

Subscribe now and join us as we go behind the scenes of how the podcasting business really works.

Let’s get down to PodBiz.

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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.