PodBiz | Where's The Money In Podcasting?

By Norma Jean Belenky & John KiernanBusiness Technology Marketing Careers

PodBiz | Where's The Money In Podcasting? episodes

March 16 What Podcasting Can Learn From YouTube Growth with Rox Codes
Is podcasting focusing on the wrong metrics?
For years, the business conversation around podcasts has centered on CPMs, ad fill rates, and monetization mechanics. But Rox Codes believes the bigger opportunity lies somewhere else entirely: growth.
Rox is the CEO and co-founder of Flightcast, a platform built with Steven Bartlett that brings YouTube-style analytics and experimentation into podcast publishing. His background comes from the YouTube creator ecosystem, where content strategy revolves around testing, packaging, and constant iteration.

As Rox puts it:
“The money in podcasting traditionally has been where can I find an extra dollar? Like how do I up my CPM or my ad fill rate… fill rate and CPM. But if you made the episode better, you’d hit another mid-roll. If you got people to listen 5% longer, you’d hit another mid-roll.” In the YouTube world, creators obsess over packaging: thumbnails, titles, and audience retention.
Rox argues that podcasting can learn from that playbook.
“On YouTube, if you want to make an extra dollar and you’re getting 1,000 views, you have one option. You get 2,000 views.”

But applying that mindset to podcasting isn’t simple. The medium operates with less data, fewer discovery systems, and a very different culture around creators and content.
In this episode of PodBiz, Rox joins Norma Jean Belenky and John Kiernan to discuss the analytics gap in podcasting, why experimentation matters more than many creators realize, and how platforms may evolve as video and audio ecosystems converge.

In this episode, we discuss
• Why podcast monetization conversations focus heavily on CPMs
• What podcasting can learn from YouTube packaging and discovery
• The analytics gap between YouTube Studio and podcast hosting platforms
• Why experimentation is essential for creator growth
• How small podcast audiences can generate meaningful revenue
• Why creators should become “students of the game”
• The future convergence of video and podcast ecosystems

Episode Chapters
(02:08) Where the money in podcasting really is
(03:34) The YouTube mindset behind creator growth
(05:44) Metrics creators should actually track
(08:25) What experienced podcasters already understand about their audiences
(14:02) Why podcast analytics still lag behind video platforms
(18:50) Building Flightcast as a growth platform
(21:27) Why relative performance metrics matter
(24:50) Choosing the right stories inside a niche
(31:01) Why small audiences can still generate large revenue
(40:16) Becoming a “student of the game”

About Rox Codes
Rox Codes is the CEO and co-founder of Flightcast, a podcast growth platform designed to help creators analyze, optimize, and scale their shows. Before launching Flightcast with Steven Bartlett, Rox built ThumbnailTest.com, a YouTube optimization tool used by major creators to experiment with thumbnails and titles. His work focuses on bringing data-driven experimentation into podcast publishing.

Some Additional PodBiz Buzz“You should spend as much time on the thumbnail and title as you did on the entire episode.”

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.
50 min
March 09 Podcasting Inside the Chemical Industry: Monetizing Industry Authority
How do you reach the right audience inside a global industry?
Victoria King Meyer has built a podcast that answers that question with clarity. As president of Progressio Global and host of The Chemical Show, she has created a platform that connects leaders across the chemical industry while expanding her reach beyond traditional trade media.

In this episode of PodBiz, Victoria joins NJ to discuss what it takes to build authority through podcasting in a sector that is global, complex, and often overlooked by mainstream business media. The conversation explores how niche B2B podcasts create value, why reach matters more than raw download numbers, and how a show can expand into community, events, and business development.
As Victoria puts it,
“The riches are in the niches.”

She also makes a strong case for thinking beyond vanity metrics. “Downloads don’t count,” she says, arguing instead for a broader view of audience reach, influence, and impact.

In this episode, we discuss:
• Why industry podcasts can become powerful media platforms
• How The Chemical Show serves the global chemical sector
• Why reach and influence matter more than downloads in B2B podcasting
• How Victoria approaches sponsorships, executive visibility, and audience growth
• The role LinkedIn plays in professional podcast distribution
• What it looks like to turn a podcast into events, community, and business opportunity

About Victoria King Meyer:
Victoria King-Meyer is the president of Progressio Global and host of The Chemical Show. A chemical engineer with an MBA, she spent more than 25 years in the chemical industry before launching her consulting business. Today, she advises leaders across the sector and uses podcasting as a platform for connection, insight, and industry visibility.
Connect with Victoria King Meyer:
LinkedIn: https://www.linkedin.com/in/victoria-king-meyer/
Instagram: https://www.instagram.com/victoriakingmeyer/
The Chemical Show: https://www.thechemicalshow.com

Episode Chapters
(01:15) Reaching the right audience
(03:30) From chemical engineer to podcast host
(10:13) Marketing a podcast
(12:37) LinkedIn for B2B podcast growth
(21:59) Turning a podcast into a revenue stream
(24:38) What industry sponsors are actually buying
(30:33) Building the Chemical Summit
(35:39) Measuring reach beyond downloads

Some Additional PodBiz Buzz:“The riches are in the niches. I’m a big believer of that. Podcasting is such a great form of storytelling across business mediums, and leaders are looking for opportunities to share their story and connect with people.” “If you produce a podcast and don’t tell anybody about it, will anybody hear it? No. You have to share the story of your story and actually market the show.” “Podcasting is still an immature baby. There is so much room for growth and change, and that’s what makes this such an exciting time to be building something.”
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.
43 min
March 02It’s Difficult to Be Simple: Alberto Betella on Monetization, Emotion AI, and Building RSS.com
If advertising is a billion-dollar market, where does that leave independent creators?
In this episode of PodBiz, NJ sits down with Alberto Betella, co-founder of RSS.com, for a platform-level look at where revenue actually lives.
Alberto’s answer begins with scale. Advertising remains the largest total addressable market in podcasting and continues to grow. But volume drives ad revenue. For smaller or niche shows, funding models and subscriptions may be more realistic starting points.
“Money is in ads,”
Alberto explains.
“But if you are a small podcaster… and you ask for funding, it kind of works.”
From Podcasting 2.0’s funding tag to Apple subscriptions and delegated delivery, this conversation explores how reducing friction directly impacts monetization. When payments are simple, revenue becomes possible. We also go deeper into RSS.com’s origin story from a 2006 open-source publishing tool to a modern hosting platform — and Alberto’s background in affective computing, now known as Emotion AI.
His product philosophy is clear:

“Simplicity is complex.”

In this episode, we discuss:
Why advertising dominates revenue conversations
When funding and value-for-value make strategic sense
Apple subscriptions, early access, and frictionless payments
Education as the biggest monetization gap
Building RSS.com from bootstrapped beginnings
Emotion AI and Alberto’s path from academia to SaaS
The Podcast Standards Project and industry collaboration

Episode Chapters
(01:47) Ads, TAM, and revenue scale
(03:20) Funding tags and direct listener support
(08:21) Apple subscriptions and reducing friction
(13:17) Educating creators at scale
(25:25) The origin of RSS.com
(31:48) “It’s difficult to be simple”
(37:54) Industry standards and collaboration

About Alberto Betella
Alberto Betella is the co-founder of RSS.com. With a PhD in affective computing, he began building podcast publishing tools in 2006 before launching RSS.com with Ben Richardson. Today, he focuses on product strategy, infrastructure, and advancing open podcast standards across the industry.

Some Additional PodBiz Buzz“Reducing friction and making things simple is key.”“There is a difference between chance and luck. If you open more doors, you increase your chances.”
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.
43 min
February 23Where the Money Meets Marketing: Podcast Audience Development with Catrin Skaperdas
What if audience development doesn’t start at launch… but at concept?

This week on PodBiz, we’re joined by Catrin Skaperdas, Marketing and Audience Development Director at The Podcast Guys, whose career spans Cumulus Media, independent consulting across European markets, and now building marketing infrastructure inside a growing UK agency.
Catrin makes one thing clear: marketing is not an afterthought. It belongs in the room from day one.
As she puts it:
“Now I'm part of podcast development. I'm in the room at the beginning of the conversation and I'm working with these brands to just to figure out what the best concept is for them. What's going to get them to their goals.”
And when it comes to monetization for independent creators, she’s equally direct:
“The money can be found when you use your podcast as part of a brand ecosystem.”
This is a grounded, practical conversation about audience growth, branded podcast strategy, European market nuance, and why downloads alone don’t define success.

Here are some insightful moments within the episode:
Why monetization isn’t “one giant pile of money”
How indie creators can build revenue beyond ads
Why brands must budget for marketing as seriously as production
What podcast audits reveal about discoverability
Why European podcast markets operate differently country to country
The real meaning behind “the death of the download”
Why consistency builds subconscious audience trust
How audience development evolves from execution to leadership

Episode Chapters
(01:54) Where is the money in podcasting?
(04:52) Paid promotion and podcast listener targeting
(08:39) Why brands must fund marketing properly
(14:36) Building and launching Italian For Sure
(18:12) Why audience development starts in development
(22:39) U.S. vs European podcast markets
(25:49) Mindset and staying current in the industry
(27:46) Moving beyond downloads as the primary metric
(30:09) Building marketing departments inside agencies
(38:54) Consistency, seasons, and avoiding podfade
(44:21) Accessibility, video pressure, and the future of podcasting

Some Additional PodBiz Buzz
On consumption over downloads:
“If you have just a hundred downloads an episode and you are getting complete, 100 percent completions to that, that's no longer just 100 downloads per episode.”
On scrappiness:
“How do you get scrappy? How do you make it work?”
On consistency:
“Pick a schedule that you can be consistent with.”
On marketing clarity:
“You never want to over ask anybody to do anything.”

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.
48 min
February 16 Small Buckets of Money and Big Direct Deals with Matt Cundill
Where is the money in podcasting when you’re not chasing a big network buy?
This week on PodBiz, NJ sits down with Matt Cundill (AKA Captain Canada), founder of Sound Off Media, longtime radio and podcast strategist to talk about what monetization really looks like for independent podcasters.
Matt breaks down what he calls “small buckets of money” and why the biggest revenue often comes from one or two direct advertiser relationships rather than large agency buys. He explains how newsletters, websites, and owned inventory often get overlooked, and why podcasters should think beyond just pre-roll and mid-roll ads.

He also shares insights on Canadian podcast markets, exportability, and why comparison across borders can distort expectations.
As Matt puts it:
“The best money you're going to find is going to be the deals that you cut individually with an advertiser or a client or a partner.”
The conversation moves into audience development, consumption data, and what makes a show sustainable long term. From three-year audience timelines to personality-driven growth, this episode is a practical look at podcasting as a business.

In this episode, we cover:
• Why “small buckets of money” add up
• The one or two advertisers every show should focus on first
• How to leverage newsletters and inventory beyond the audio feed
• Why Canadian podcasts face different scaling realities
• The three-year rule for building an audience
• Consumption metrics and why 80 percent matters
• Personality, hosting skills, and mic discipline
• Taking breaks without killing momentum
• Why video is a marketing tool more than a revenue engine

Episode Chapters
(01:55) Where’s the money in podcasting
(04:15) The one or two advertisers that matter most
(06:21) Grants, foundations, and brand fit
(09:51) From radio to podcasting
(11:18) Dynamic ad insertion and monetization
(17:22) Three years to build an audience
(23:08) Consumption data and tightening your show
(27:18) Canadian markets and scale realities
(34:33) What Matt would do differently
(37:35) Video as marketing and the coming equipment glut

About Matt Cundill
Matt Cundill is the founder of Sound Off Media, a podcast network and consulting company based in Canada. With a background in radio programming and voiceover, Matt helps podcasters refine their sound, grow their audiences, and build sustainable advertising models.
Find him on socials at @mattcundill on X, Instagram and Facebook.

Some Additional PodBiz Buzz

“Small buckets of money is what I like to call it.”“The best money you're going to find is going to be the deals that you cut individually with an advertiser or a client or a partner.”“It takes three years to build an audience.”“We wanna get you to 80 percent consumption.”
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.
42 min
February 09Where Power, Subscriptions, and Distribution Meet with Patrick Hill of Disctopia
This week on PodBiz, NJ sits down with Patrick Hill, Founder and CEO of Disctopia, to unpack where power, money, and influence are converging across podcasting, music, and creator platforms.
Patrick brings a platform-level view of the industry. He explains why monetization is increasingly tied to access, subscriptions, and distribution control, how opinion-based media has become financially powerful, and why long-form content remains the engine behind sustainable revenue.

From creator subscriptions to streaming versus RSS, from indie hustle to enterprise platforms, this conversation connects the cultural shifts shaping podcasting to the business models emerging underneath them.

In this episode, we cover:
Why the money sits between content creation and distribution
How subscriptions and exclusive access are reshaping monetization
Why people now pay for opinions, not just information
The role of community and cause-driven creators in building leverage
How Disctopia evolved from music streaming into podcast hosting
Streaming vs RSS and where Patrick believes the industry is heading
Why long-form content is where revenue is actually generated
The relationship between short-form visibility and long-form income

Key moments:
(01:44) Where Patrick sees money concentrated in podcasting
(02:14) Subscriptions, exclusivity, and creator access
(05:36) Entertainment, opinion, and monetization power
(07:31) Creators, causes, and niche communities
(12:46) How Disctopia entered podcasting
(17:47) Streaming vs RSS and future formats
(22:08) Long-form content as a revenue driver
(36:13) What Patrick would do differently building today

About Patrick Hill
Patrick Hill is the Founder and CEO of Disctopia, a creator-first platform supporting podcasting, music, audiobooks, and streaming distribution. With a background in information technology and software development, Patrick has built Disctopia into a multi-format platform serving independent creators, enterprise clients, and institutions. His work focuses on helping creators distribute content, build community, and get paid.

Additional PodBiz Buzz
Patrick on where real leverage comes from:
“Long form gets you paid. Short form gets you noticed.”
Patrick on subscriptions and access:
“People are paying exclusive pricing for opinions. That’s where the money is.”
Patrick on creators and power:
“Money and power are starting to live in independent voices.”

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.
44 min
February 02 From Indie to Industry: How Michael Osborne Builds Partner-Ready Podcasts
What does it actually take for an independent podcast to become partner-ready?

This week on PodBiz, NJ speaks with Michael Osborne about how shows move from passion projects to major media partnerships and why that transition is almost never fast or accidental.
Michael has built and produced multiple podcasts that successfully partnered with organizations like Smithsonian Magazine, PRX, and Wondery. Across those projects, he’s seen firsthand how patience, clarity of concept, and real audience feedback matter far more than chasing trends.
As he explains:
“Minimum viable product and a partner-ready show are not the same thing.”
Throughout the conversation, Michael and NJ unpack what creators often misunderstand about timing, originality, and the work required to make a podcast attractive to partners without losing its creative core. They also explore why most successful deals come years into a show’s life and how audience research, not downloads alone, shapes long-term growth.
This episode offers a grounded look at podcasting as a business built on iteration, collaboration, and trust.

Key Topics Discussed
• The difference between indie experimentation and industry readiness
• How podcasts evolve into partner-ready properties
• Why originality of concept and host both matter
• Audience research as a growth and development tool
• Why partnerships take years, not months
• Increasing value density in audio storytelling
• The role of producers and collaborators in refining shows
• Balancing creative fulfillment with sustainable business goals

About Michael Osborne
Michael Osborne is a seasoned podcast producer and consultant based in Austin, Texas. He launched his first show, Generation Anthropocene, in 2011 during his PhD studies in climate science at Stanford University. The podcast later partnered with Grist and Smithsonian Magazine. Michael went on to develop Raw Data, a narrative podcast that collaborated with PRX and PRI, and Famous & Gravy, a dead celebrity biography podcast currently partnering with Wondery. His work has earned multiple Webby and Signal Awards, including for Famous & Gravy, Black Women of Amherst College, and Stanford’s From Our Neurons to Yours. Michael has also delivered two TEDx talks and operates 14th Street Studios, a production and consulting firm in downtown Austin.
Connect with Michael on LinkedIn: https://www.linkedin.com/in/michael-c-osborne/
Threads: https://www.threads.net/@famousandgravy
Facebook: https://www.facebook.com/profile.php?id=100076654703402

Episode Moments
(01:04) Michael’s path from academia to podcasting
(03:13) Three shows, three different partnerships
(05:48) Originality and value density in podcast concepts
(10:51) Why partner timelines are longer than creators expect
(14:56) MVP versus mature, partner-ready shows
(16:20) Gathering meaningful audience feedback
(19:01) Interactive formats and listener insight
(24:41) Producing podcasts as a long-term practice
(31:25) Sustainability and creative careers
(38:43) How partners evaluate podcast projects
(44:01) The future of audio-first storytelling

Some Additional PodBiz Buzz“A lot of people think success happens quickly, but most of the meaningful progress happens quietly over time.”“Audience feedback tells you things downloads never will.”“The shows that last are the ones that keep learning.”

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.
46 min
January 26 Portfolio Thinking and Sustainable Monetization in Podcasting with Danielle Desir Corbett
What does sustainable monetization actually look like for independent podcasters today?
This week on PodBiz, NJ speaks with Danielle Desir Corbett about how creators can build resilient podcast businesses by thinking beyond single revenue streams and treating their work as a portfolio.
Danielle shares how her approach to monetization has evolved over time, why relying on one income source is risky, and how creators can design businesses that compound value even when the market shifts. Rather than chasing trends or short-term wins, she explains the importance of owning assets, nurturing community, and staying flexible.
As she puts it:
“When one income stream pretty much dies on the vine and dries up, I can pivot and shift and refocus. That’s been my reality for 2025.”
The conversation explores how podcasting fits into a broader creator ecosystem that includes newsletters, consulting, syndication, grants, and community-driven products. Danielle also walks through the creation of Grants for Creators and why helping other creatives access funding has become a meaningful and sustainable part of her business.
This episode is a practical look at how independent podcasters can build long-term stability by thinking in portfolios, not paydays.
Key Topics Discussed
• What portfolio thinking means for podcasters
• Why single-stream monetization is fragile
• Relationship-driven brand deals and pitching
• Pricing and packaging campaigns as an indie creator
• Selling community as a business asset
• Building and monetizing Grants for Creators
• Airline syndication and evergreen content value
• Storytelling as a long-term growth strategy
About Danielle Desir Corbett
Danielle Desir Corbett is a podcast strategist and the host of The Thought Card and Road Trip Ready. She is the creator of Grants for Creators, a paid newsletter that curates funding opportunities for podcasters, journalists, and creatives. Danielle previously founded and sold the Women of Color Podcasters community and works at the intersection of podcasting, personal finance, and travel.
Websites: https://danielledesir.com/ https://thoughtcard.com/
Instagram: https://www.instagram.com/thedaniellecorbett
Episode Moments
(01:21) Where Danielle sees money in podcasting today
(04:00) Why portfolio thinking matters
(06:03) How brand deals really work for indie creators
(10:21) Pricing and packaging creator value
(14:59) Danielle’s path into podcasting
(19:01) Building and selling a creator community
(27:40) Inside Grants for Creators
(38:03) Airline syndication and evergreen ROI
(41:51) What Danielle would build first today
Some Additional PodBiz Buzz“Close mouths don’t get fed.”“Just because you’re pivoting doesn’t mean what you built isn’t valuable.”“Podcasting has been one of the best investments I’ve made in myself.”
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.
46 min
January 19 The Business of Podcasting at Scale with Colin Anderson
What changes when podcasting moves from experimentation to infrastructure?
This week on PodBiz, NJ speaks with Colin Anderson, Head of Network Development at the Office Ladies Podcast Network, about how podcasting has evolved into a serious commercial business and what that means for creators, networks, and advertisers operating at scale.
Colin brings a perspective shaped by years inside podcast production, strategy, and network development. He explains why more advertiser money is flowing into podcasting than ever before, how networks think about audience value beyond downloads, and why community still matters even as the industry becomes more corporate.
As he puts it:
“The money’s here. There’s more money than ever.”
The conversation also explores how podcasting culture has shifted from its early indie roots to a more structured, professionalized industry. Colin reflects on what has been gained, what has been lost, and how creators and operators should think about sustainability, loyalty, and long-term value in a changing ecosystem.
Key Topics Discussed
• Why advertiser demand in podcasting continues to grow
• How podcast networks evaluate shows and revenue potential
• Audience value beyond scale and raw download numbers
• The role of community inside networked podcast businesses
• Podcasting’s shift from indie culture to corporate infrastructure
• Loyalty, labor, and evolving work culture in media
• The influence of legacy media on podcast growth
• What the next phase of podcast networks looks like
About Colin
Colin Anderson is Head of Network Development at the Office Ladies Podcast Network, where he works on network strategy, partnerships, and show development. He has spent his career across podcast production, monetization, and network leadership, giving him a clear view of how the industry has matured.
Website: colinanderson.info
LinkedIn: https://www.linkedin.com/in/mrcolinanderson/

Episode Moments
(01:02) The current state of podcast monetization
(07:20) Community and audience value at scale
(12:21) Colin’s path through the podcast industry
(17:53) How podcast networks have changed
(24:54) Work culture and loyalty in media
(30:50) Legacy media’s role in podcast growth
(37:08) The outlook for creators inside networks
(44:06) Navigating podcasting as a business
Some Additional PodBiz Buzz“Funny is funny, but it’s different to different people.”“Podcasting could support journalism in a way that print has failed.”
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.
52 min
January 12 Breaking Out Of Walled Gardens and France's Podcasting Culture with Sarah Toporoff
Is the secret to podcasting success hidden in the French market?

In this episode of PodBiz, Norma Jean Belenky speaks with Sarah Toporoff, Head of Growth for Disco by Headliner, about the evolving landscape of audience growth and monetization. Sarah discusses how her team is helping publishers break podcasting out of "walled garden" platforms and into the wider web, transforming organic traffic into loyal listeners.

As she puts it:
"Your audio engineer can't be your audience developer. Like, it just doesn't work that way."

Here are some insightful moments within the episode:
• Where the money is in podcasting: Why Sarah argues the true money is in the audience and why
• France is a uniquely booming market for branded content.
• Breaking the walled gardens: How to reach the billions of people online who aren't currently using dedicated podcast apps.
• The "Owned, Earned, and Paid" framework: Why creators need to look beyond organic growth to reach new heights.
• The "Death of the Download": Navigating the controversy of auto-play audio and why "guaranteed listens" are a better metric.
• Professionalizing audience strategy: Moving past the "if we build it, they will come" naivete to implement real media strategy.
• Awareness vs. Performance: Understanding the spectrum between generating impressions and building a loyal following.

About Sarah Toporoff
Sarah Toporoff is the Head of Growth for Disco by Headliner. Based in Paris, she has over a decade of experience in media innovation, having worked in journalism innovation, radio product development, and publisher partnerships. She is a self-described "audio girly" who specializes in helping publishers and brands maximize their reach through contextual content recommendation.

Episode Chapters
(00:00) Intro
(01:04) Where is the money in podcasting?
(01:29) What is Disco by Headliner?
(03:27) Breaking podcasts out of "walled gardens"
(04:49) Why audio was left behind by the web
(06:33) Case Study: Doubling Al Jazeera’s audience overnight
(10:52) The importance of paid media in a launch strategy
(11:55) The controversy of auto-play and inflated downloads
(13:34) The "booming" branded podcast culture in France
(16:52) Sarah’s journey from English teacher to legacy media
(23:32) Debunking the "If we build it, they will come" myth
(26:34) The shift toward dedicated audience growth teams
(30:06) Awareness vs. Performance: What are you actually buying?
(33:15) Why you can’t buy loyalty
(38:30) Real-world budget benchmarks for podcast growth
(41:25) Riding the video wave without losing audio's soul

Some Additional PodBiz Buzz: "The money is an audience."•"Real media has strategy and budget."•"A solid media plan is not going to fix a bad show." "My job is everything that happens after you hit publish."
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.
44 min

About PodBiz | Where's The Money In Podcasting?

From the publisher's feed

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…