PodBiz | Where's The Money In Podcasting?

How do you build a podcast that earns from every direction while keeping its creative core intact?

In this episode of PodBiz, Norma Jean Belenky speaks with Jack Levy, Creator, Producer, Director, Entrepreneur and Co-Founder & COO of Manifest Media Productions and creator of Table Read, the scripted series that brought Hollywood’s table-read tradition to podcasting. Jack shares how he turned creativity, collaboration, and business acumen into what he calls a “360 monetization” model that keeps storytelling at the center.

As he puts it:

“Money in podcasts is like a goddamn Easter egg hunt when you’re three. Everyone’s chasing the biggest egg, but if you’re paying attention, you’ll fill your basket with smaller ones that are worth even more.”
Here are some insightful moments within the episode

• What 360 monetization really means for creators and producers

• How Table Read turned community and collaboration into revenue

• Why partnerships and product alignment can be more valuable than ads

• How fiction and storytelling remain untapped business opportunities

• The importance of patience, quality, and purpose in building a brand

• What Jack wishes every independent podcaster understood about growth

Jack Levy is the Co-Founder of Manifest Media Productions and the creator of Table Read, a scripted podcast that transforms Hollywood’s creative process into audio storytelling. With a background in film and production, Jack’s work bridges creative culture with sustainable business practices, helping creators turn great stories into profitable ventures.

Connect with Jack on IMDB: https://www.imdb.com/name/nm0506446/ 

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

The Table Read Podcast Website: https://www.tablereadpodcast.com/

Listen to The Table Read Podcast: https://podcasts.apple.com/us/podcast/grg-the-pod/id1809713147?i=1000710066981

Episode Chapters

(00:00) Opening | Defining the 360-degree view of monetization

(02:19) Table Read | How the concept started and found its audience

(06:42) Building a business | Early partnerships and first wins

(10:33) Collaboration | Why aligned partners matter more than ad spend

(14:51) Storytelling and sustainability | Keeping creativity profitable

(19:03) Fiction podcasts | Why narrative formats are still wide open

(23:28) Audience growth | Building and maintaining a real community

(28:15) Easter eggs | What real monetization looks like in practice

(32:57) Lessons learned | Advice for new creators

(36:44) What’s next | The future of Table Read and Manifest Media

Some Additional PodBiz Buzz…“You can’t pay people to care. You have to make something they believe in.”“I just decided to stop waiting for somebody else to fund the thing I wanted to make.”“The whole point of podcasting for me is the freedom to create without waiting for permission.”

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.

Can storytelling really be the most valuable skill in podcasting- and in business?

In this episode of PodBiz, Norma Jean Belenky speaks with Laura Joyce Davis, CEO of Narrative Podcasts and Managing Editor of the Stanford Storytelling Project, about the power of narrative podcasting. Laura shares how she went from launching Shelter in Place on the first day of lockdown to producing 200 episodes, founding a company, and now teaching podcasting at Stanford and Google.

As she puts it:

“The magic happens in the revision process. That’s where professional growth, creative breakthroughs, and the best ideas live.”

Here are some insightful moments within the episode:

• Why storytelling is the most valuable skill in podcasting
• How Shelter in Place became both a lifeline and a launchpad
• Why the revision process matters more than quick wins
• The importance of separating ‘creator brain’ from ‘marketer brain’
• Building an audience before launching a podcast
• How AI can serve as a creative companion, not a replacement

Laura Joyce Davis is the CEO of Narrative Podcasts and Managing Editor of the Stanford Storytelling Project. She created the award-winning Shelter in Place, has trained dozens of emerging podcasters, and now teaches storytelling at Stanford, Stanford Continuing Studies, and Google. She is also writing a forthcoming book on narrative podcasting.

Connect with Laura on LinkedIn: https://www.linkedin.com/in/laurajoycedavis/

Learn more at Narrative Podcasts: www.narrativepodcasts.com

Episode Chapters

00:00 – Storytelling as a vital skill

01:47 – Can you really make money in podcasting?

05:00 – How narrative podcasting builds life skills

07:28 – Shelter in Place: a pandemic project becomes a career

11:12 – Learning by doing: 200 episodes, zero training wheels

13:06 – Why revision is where the magic happens

17:52 – Building Narrative Podcasts to train new creators

22:12 – From burnout to Stanford

25:29 – The mindset shift that makes or breaks creators

29:08 – Creator brain vs. marketer brain

32:31 – The community power of podcasting

33:28 – If starting over, what Laura would do differently

37:31 – AI as a creative companion

Some Additional PodBiz Buzz…“Good work will always stand the test of time.”“When you can turn research and interviews into a great story, that’s the skill that will bring money, profit, and success to you.”“You don’t become an expert until you learn by doing — over and over again.”

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.

How do you pitch your podcast so it actually gets noticed?

In this episode of PodBiz, Norma Jean Belenky speaks with Alice Florence Orr, Staff Writer and Managing Editor at Podcast Review and BBC Radio contributor, about the realities of podcast PR, pitching, and discoverability. Alice shares the common mistakes creators make when pitching their shows, how to think beyond “industry validation,” and why audio-only podcasts still have a unique space in the market.

As she puts it:

“Most pitches fail because they don’t tell me why the podcast matters to an audience.”
Here are some insightful moments within the episode:

• Why “selling IP” isn’t the only way to make money in podcasting
• The pitfalls of podcast PR and what makes a pitch stand out
• How independent creators can leverage ads, subscriptions, and branded partnerships
• Why discoverability remains the industry’s biggest challenge
• The future of audio-only podcasts in a video-saturated market

Alice Florence Orr is the Managing Editor of Podcast Review and a BBC Radio contributor. Her work focuses on podcast criticism, media strategy, and discoverability, helping creators understand how to reach new audiences. She is also an active voice on LinkedIn, writing about podcasting, media, and culture.

🔗 Connect with Alice on LinkedIn

📖 Read her work on Podcast Review

Episode Chapters

00:52 – The Money Question | Where Alice sees revenue opportunities

01:44 – Independent Podcasting | Models beyond the big network buyout

04:21 – Reviewing Genres | Why niches and listening habits matter

07:25 – Finding Your Audience | Reverse-engineering discoverability

09:02 – Pitching Mistakes | What not to do in press releases

13:19 – What Reviewers Need | How to make your podcast pitch stand out

17:17 – Discoverability Challenges | Why apps alone won’t get you found

23:38 – Getting Into Podcasting | Alice’s career journey and BBC contributions

27:34 – Looking Ahead | Why audio still matters in a video-first world

Some Additional PodBiz Buzz...“Just because… if you want to make a million dollars, you’ve got to sell your podcast. That doesn’t mean that’s the only way to have a career in this industry.”“You can have a really successful podcast with only a few hundred dedicated listeners.”“If it ain’t working and you don’t feel like it’s a fit, maybe you should just move on and try something else.”

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.

What does it take to build podcasting from the ground up, and keep it independent?

In this episode of PodBiz, recorded before his unexpected passing last week, Todd Cochran, Founder & CEO of Blubrry Podcasting, joined Norma Jean Belenky to share his perspective on the realities of monetization, the future of the industry, and why creators must first serve their audiences.

As James Cridland wrote in an obituary published in Podnews, “Todd Cochrane was a fierce proponent of open RSS and building your podcast on your own website… Ever willing to help progress the industry, Todd was always interested to learn and make friends with anyone in podcasting.” His words in this conversation are a reminder of just how much one person can shape an industry.

As he put it:

“If you want to make money in this space, you have to first deliver value to your audience.”
Here are some insightful moments within the episode:

• Why podcasters should build community before chasing ads
• The download thresholds that really matter to advertisers (10K–50K)
• Subscription models and listener support as alternative revenue streams
• Why transparency and vulnerability create lasting trust
• How independent voices and audio-first strategies continue to shape the industry

Todd Cochran was the Founder & CEO of Blubrry Podcasting, a pioneer in hosting and monetization. A Navy veteran, author of one of the first books on podcasting, and longtime host of Geek News Central, Todd helped establish podcasting as a professional medium. His leadership empowered countless independent podcasters to find their voice, their audience, and their sustainability.

We’re deeply grateful to have recorded this conversation with Todd, and we honor his legacy in podcasting.

Episode Chapters

01:26 – Monetization Realities | Why most creators shouldn’t chase ads first

04:22 – The Numbers That Matter | When agencies start paying attention

07:32 – Beyond Ads | Subscriptions and listener support

10:16 – Building Trust | Transparency, vulnerability, and audience connection

13:46 – Early Days | Hosting, GoDaddy, and growing the ecosystem

19:11 – Hitting Record | Why starting is the hardest—and most important—step

24:27 – Practical Advice | “Record for your audience. Write for Google.”

32:39 – From Niche to Mainstream | The growth of podcasting at scale

36:16 – Future of Revenue | Ads, acquisitions, and industry shifts

37:14 – Why Audio-First Still Wins | Todd’s advice for new podcasters

Some Additional PodBiz Buzz… “Record for your audience. Write for Google.” “The reality is, unless you’re getting 10,000 to 50,000 downloads an episode, the agencies just aren’t going to pay attention.” “It’s not about being perfect. It’s about being present.” “Independent voices built podcasting, and they’re still the backbone of the industry today.”

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.

Are downloads still the right way to measure podcast success?

In this episode of PodBiz, Norma Jean Belenky speaks with Dan Misener, co-founder of Bumper, about why the download has lost its value as the industry’s currency and what new measures should define growth. Dan shares how brands like Ford and Shopify are rethinking ROI, what top-of-funnel really means for branded podcasts, and why audience clarity is the key to sustainable strategy.

As he puts it:

“Why are we selling the number that’s declining? Why are we not selling the number that’s going up?”
Here are some insightful moments within the episode:

• The limits of downloads as a measure of success
• Verified listeners, time spent, and playback as stronger metrics
• Why branded podcasts often win on top-of-funnel strategy
• What Bumper has learned from working with companies like Ford and Shopify
• How creators and publishers should define growth before chasing it

Dan Misener is the co-founder of Bumper, a podcast growth and strategy company. Previously head of audience development at Pacific Content, Dan has worked with brands including Ford, Shopify, Slack, and Dell on award-winning shows. With a background in public broadcasting at CBC, he has become one of podcasting’s most influential voices on measurement, growth, and the evolving value of audio.

Connect with Dan on LinkedIn.

Learn more at wearebumper.com.

Episode Chapters

01:15 – Where’s the Money? | How brands monetize podcasts directly and indirectly

04:15 – Top of Funnel | What Shopify taught Dan about brand shows

07:33 – Brand ROI | What Ford and the Met want from podcasting

12:23 – The Death of the Download | Why it’s no longer the right yardstick

16:47 – Verified Listeners & Playback | Measuring people, not impressions

20:26 – Audience Clarity | Why knowing who you serve drives growth

24:23 – The Hidden Work | Why good podcasting looks effortless but isn’t

27:54 – Redefining Growth | Asking the right questions before you scale

28:46 – Looking Ahead | A new era of measurement and sustainability

Some Additional PodBiz Buzz…“The smartest teams we’re working with are actively working on de-risking their podcast businesses because the download number… I don’t think that’s coming back.”“When podcasting works, it looks really easy. What people don’t see is the hundreds of decisions behind the scenes that make it successful.”“The least successful shows we’ve worked with have tried to reach everybody.”“Growth looks different to every single creator and brand out there. The key is clarity on what growth means for you.”“I am excited by a renewed interest in the measures that matter: people, playback, and time spent.”

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.

At what point does a podcast become a business that advertisers want to invest in?

In this episode of PodBiz, Norma Jean Belenky and John Kiernan sit down with Heather Osgood, founder of True Native Media and host of The Podcast Advertising Playbook, to talk about what really matters in podcast monetization today.

Heather shares nearly a decade of experience connecting podcasters and advertisers, from the realities of download thresholds to how long it takes to close a brand deal, to why host-read ads remain central even as programmatic grows.

As she puts it:

“Most people prefer the host-read ad. You’re going to have a better result with a host-read ad. But when we can sprinkle in the programmatic as well, it really helps round out a whole monetization strategy.”
Here are some insightful moments from the episode:

• Why podcasters need to start thinking of themselves as content creators across platforms
• The ongoing strength of host-read ads and where programmatic fits in
• What 5K, 25K, and 100K monthly downloads really mean in ad sales
• How long it can actually take to secure brand dollars (hint: it’s not overnight)
• Why technology and easier buying paths are the next frontier for podcast ads

Heather Osgood is the founder of True Native Media, a podcast representation agency specializing in podcast advertising. With a background in radio sales and a love for podcasting, Heather has become an influential voice in the space. She’s a frequent speaker at events like Podcast Movement and PodFest, and she hosts the podcast, The Podcast Advertising Playbook, where she educates creators and advertisers alike on how to make podcast ads work. When she’s not connecting brands and shows, she’s hiking or spending time with her family at the beach.

Connect with Heather on LinkedIn.

Learn more at truenativemedia.com.

Episode Chapters

01:29 – Where’s the Money? | Why advertising still drives podcast revenue

03:21 – Podcasters or Content Creators? | Shifting how the industry thinks about influence

04:58 – Host-Read vs. Programmatic | What listeners and advertisers actually prefer

07:55 – Starting True Native Media | Heather’s journey from radio to podcast ad sales

14:13 – Brand Dollars Take Time | Why long sales cycles are part of the process

19:07 – Download Thresholds | 5K, 25–50K, and 100K monthly downloads explained

21:33 – Lessons Learned | Why Heather wishes she’d built tech sooner

23:41 – Looking Ahead | Podcasters as influencers and the next stage for ad buys

Some Additional PodBiz Buzz…“If I start calling on Toyota today, I’ll be lucky if I get them to place ads on your show next year.”“If you want individualized representation, I would aim for more like 25 to 50 thousand downloads per month.”“I’ve stopped referring to our podcasters as podcasters and started referring to them as content creators.”“If I could go back, I would start the technology side of our company sooner.”

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.

How can pay transparency change the podcast industry for the better?

In this episode of PodBiz, Norma Jean Belenky speaks with Erin McGregor, Program Manager at the Association of Independents in Radio (AIR), about the newly released 2025 AIR Rate Guide and why setting industry standards matters for freelancers and hiring managers alike. Erin shares insights on building sustainable careers, the role of mentorship, and how community is often the most valuable investment independent audio professionals can make.

As she puts it:

“The year I stopped taking work below my bottom line, I broke six figures as an independent.”

Here are some insightful moments from the episode:

• How AIR’s 2025 Rate Guide was built and why it’s a critical industry tool
• The link to AIR's 2025 Rate Guide: https://airmedia.org/tools/2025-rate-guide
• The most common reasons freelancers undercharge for their work
• How community and peer networks can shape professional growth
• The role of advocacy in protecting independent creators
• Why mentorship can accelerate your career in audio
• The future of audience engagement and live podcast events

Erin McGregor is the Program Manager at AIR, where she oversees SoundPath, AIR’s training platform for the audio industry, and leads initiatives in pay transparency, mentorship, and professional development. A former freelancer and self-taught audio producer, Erin brings deep experience in community building and creator advocacy.

Connect with Erin on LinkedIn

Learn more at AIR Media and SoundPath

Episode Chapters

01:13 – About the Rate Guide | Why pay transparency matters

06:04 – Common Underpayment Traps | Why freelancers earn less than the standard

09:29 – AIR’s Role | Advocacy, opportunities, and resources

12:33 – The Water Cooler Effect | Building safe spaces for freelancers

16:48 – Erin’s Career Journey | From freelancer to AIR leadership

23:36 – Thinking Like a Business | Setting a bottom line

25:43 – Underused Resources | How AIR supports independents

26:59 – Mentorship Marketplace | Getting guidance when you need it

31:02 – What’s Next | Audience engagement and live events

Some Additional PodBiz Buzz...“Freelancers need to think like a business.”“All interns should get paid—no exceptions.”“Community is often the number one thing people renew their membership for.”“Pay transparency benefits everyone on all sides of the industry.”“Mentorship can accelerate your career by years.”

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.

How do political and narrative podcasts carve out sustainable monetization strategies in today’s ad-driven industry?

In this episode of PodBiz, Norma Jean Belenky speaks with Giancarlo Bizzarro, VP of Sales at Crooked Media, about how the company approaches podcast monetization in a shifting media landscape. From balancing content with ad sales to cultivating long-term client partnerships, Giancarlo breaks down the strategies that keep Crooked at the forefront of political and cultural podcasting.

As he puts it:

“Act as if you’re the client’s ad agency.”

Here are some insightful moments within the episode:

• Crooked Media’s current revenue mix: direct sales, programmatic, branded content, subscriptions, and video
• How limited series and partnerships (World Corrupt with Men in Blazers) help “de-risk” new show launches
• Why Giancarlo says “a baked-in ad is king” and how it compares with programmatic in today’s market
• Real CPM benchmarks in podcasting today | From high teens to mid-twenties, and when higher pricing makes sense
• Giancarlo’s career journey from the Obama campaign to Oxford Road, WME, Cadence13, and now Crooked Media
• A sales philosophy built on acting as if you’re the client’s ad agency, not just a vendor
• What’s next for Crooked Media: Crooked Con, video expansion, global growth, and delivering the best audience and advertiser experience

Giancarlo Bizzarro is the Vice President of Sales at Crooked Media, where he leads advertising and sponsorship strategy across the company’s podcast network. With extensive experience in media sales, Giancarlo has shaped how Crooked positions its shows in a crowded marketplace, balancing the demands of advertisers with the unique voice of politically and culturally influential podcasts.

Connect with Giancarlo on LinkedIn.

Episode Chapters

01:22 – Today’s Revenue Mix | Direct, programmatic, subscriptions, branded content, custom segments, and video

02:44 – Limited Series & De-Risking | How Crooked launches shows and protects investment with feed strategy

07:09 – Case Study: World Corrupt | Men in Blazers × Pod Save the World collaboration and why it worked

10:14 – Baked-In vs. Programmatic | Why baked-in is still the “king” of ad units for brands and audiences

14:10 – CPMs & Pricing | Where the market lands today and when higher CPMs make sense

18:49 – GC's Career Path to Crooked | From the Obama campaign to Oxford Road, Cadence13, WME, and Crooked

23:44 – Sales Philosophy | Acting as the client’s agency and building long-term partnerships

27:57 – What’s Next for Crooked | CrookedCon

Additional PodBiz Buzz“My ethos has always been in selling, act as if you're the client's ad agency.”“The money is generally dispersed mainly amongst direct advertisers, programmatic advertisers, subscription.”“You're seeing money in branded content. You're seeing money in custom segments, and now you're seeing some money in video as well.”“If they're smart, pick up on, and if they're small, they can still get a piece of the pie.”“Subscriptions, branded content, and ads in general.. there's a lot of opportunity for people who have small businesses or maybe are coaches to use a podcast as a funnel.”

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.

What can indie podcasters learn from building a podcast software company from the ground up?

In this episode of PodBiz, Norma Jean Belenky speaks with Mark Asquith, co-founder and Managing Director of Captivate, about building a service-first software company, Captivate’s acquisition by Global, and how the independent creator economy continues to evolve. Mark shares why putting people and experience first has been his guiding principle- and how that mindset benefits both software companies and podcasters alike.

As he puts it:

“Give people the best experience every time they interact with you or your brand, no matter the outlet.”

Here are some insightful moments from the episode:

• How podcasting’s revenue streams have diversified since 2014
• Why the top 1% of shows will always attract the biggest ad spend—and how indie creators can still win
• How Captivate built a loyal audience through service, not just software
• Lessons from Captivate’s acquisition by Global and what changed afterward
• Why putting experience first is the best growth strategy
• What the rise of mainstream podcast awareness means for indie creators

Mark Asquith is the co-founder and Managing Director of Captivate, a UK-based podcast hosting, analytics, and monetization platform acquired by Global in 2021. Known as “That British Podcast Guy,” Mark is one of the United Kingdom’s original podcasting experts and is recognized worldwide as an insightful, thought-provoking, and actionable podcast industry keynote speaker. A creator, startup founder, and advocate for independent podcasters for over a decade, Mark has built his career on a service-first approach, focusing on brand experience, community, and creator support.

Connect with Mark on LinkedIn

Learn more at Captivate.fm

Episode Chapters

00:29 – Where’s the Money? | How podcast monetization has evolved

03:51 – New Revenue Streams | Live events, subscriptions, fan engagement

04:59 – How Mark Got Started | From pop culture podcasting to software founder

08:10 – People First | Why service and experience drive success

12:21 – Captivate’s Differentiator | More than a software company

14:07 – Starting Over? | Why he wouldn’t change a thing

15:33 – The Global Acquisition | How it happened and what stayed the same

19:17 – The Ripple Effect | How mainstream deals helped indie podcasters

Some Additional PodBiz Buzz...“Treat everyone with the same level of respect—no matter who they are.”“We built Captivate for serious podcasters, not everyone.”“The audience for podcasts is bigger than it’s ever been.”“Experience is what people remember—not features.”

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.

How can podcast creators build lasting impact in a fast-moving industry?

In this episode of PodBiz, Norma Jean Belenky speaks with Bryan Barletta, partner at Sounds Profitable, about sustainable podcast growth, industry transparency, and the future of audio as a media platform. Bryan shares how creators and companies alike can think beyond short-term ad models and lean into strategic momentum, consulting, and collaboration to thrive in podcasting today.

As he puts it:

“Everything we’re doing is growth—even if your podcast doesn’t have ads, you’re promoting your brand.”

Here are some insightful moments from the episode:

• Why advertising is just the tip of the podcast monetization iceberg
• How transparency and subscription support unlock long-term revenue
• The power of building industry momentum with partnerships
• What podcasting can learn from YouTube’s creator economy
• Why consulting and hands-on support still matter most
• How thinking like a media company changes your podcast strategy

Bryan Barletta is the co-founder of Sounds Profitable, a leading trade publication and partnership network advancing the business of podcasting. With a background in attribution and ad tech, Bryan previously worked at Barometric and Megaphone before founding Sounds Profitable to bring clarity, transparency, and strategic insight to the podcast industry.

Connect with Bryan on LinkedIn

Learn more at SoundsProfitable.com

Episode Chapters

00:16 – Where’s the Money? | Bryan breaks down podcast revenue beyond ads

01:49 – Subscriptions & Support | What fans value—even if they don’t always listen

04:40 – Bryan’s Career Path | From ad tech to industry advocate

06:17 – Industry Lessons | Why podcasting failed to upskill creatives

10:15 – Building Momentum | How Sounds Profitable hit 200+ partners

12:45 – Case Study: SXSW | Activating opportunities with short timelines

15:00 – Consulting & Value | What partners really get from Sounds Profitable

17:43 – Community & Network | Why collaboration still drives podcasting

20:49 – If Starting Over | What Bryan would do differently

23:42 – Future Vision | Podcasts as media companies, not just shows

Some Additional PodBiz Buzz...“Subscriptions continue to be a thing that’s incredibly valuable.”“Podcasting is a killer job entry point for the creator economy.”“The networking is so killer—your network is your net worth.”“Momentum is really it. It’s thinking in years, not weeks.”“The word podcasting is unifying creators across platforms.”“We consistently underpromise and overdeliver—and that builds trust.”

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.