PodBiz | Where's The Money In Podcasting?

By Norma Jean Belenky & John KiernanBusiness Technology Marketing Careers

PodBiz | Where's The Money In Podcasting? episodes

July 28, 2025Molly DeMellier of Sundaze on PR, Community, and Diversified Podcast Revenue
How do you grow a podcast with long-term visibility instead of short-term spikes?

In this episode of PodBiz, Norma Jean Belenky speaks with Molly DeMellier, COO of Sundaze PR, about how creators can use earned media, slow-burn PR, and community building to increase visibility and diversify podcast revenue. Molly shares how understanding the difference between PR and marketing- and leaning into the long game- can help creators build sustainable brand value. We also dig into her career journey from Acast to leading a boutique podcast PR agency, and what’s next for audio in mainstream media.
As she puts it:
“PR is very much a slow burn and it can take a very long time to pay off.”
Here are some insightful moments within the episode:
Why community is a cornerstone of podcast growth
The difference between PR and marketing in a podcasting context
How creators can prepare for press with a media-first mindset
Diversified monetization strategies beyond just ads
The rise of podcasts in mainstream recognition (hello Golden Globes)

Molly DeMellier is the COO of SunDaze PR, a boutique agency that helps podcasters and creators gain long-term visibility through strategic PR campaigns. With deep expertise in creator strategy, earned media, and podcast positioning, Molly leads SunDaze’s efforts to put high-quality shows in front of the audiences that matter most.
Connect with Molly on LinkedIn
Learn more at SunDaze PR

Episode Chapters
03:00 – Community is Currency | Why listener relationships still matter most
06:00 – PR vs. Marketing | Key distinctions for podcast visibility
10:00 – Molly’s Career Journey | From Acast to building a PR agency
15:00 – Mainstream Media | How podcasting is being taken seriously
20:00 – Final Thoughts | Why Golden Globes 2026 signals a turning point

Some Additional PodBiz Buzz...“Community is exactly the right word there.” “The way that businesses have really taken hold of the influence that these creators have, it's completely reshaped media.” “The sweet spot is really in diversified revenue streams.” “Seeing that podcasts are going to be added to the Golden Globes in 2026 is so exciting.”

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.
20 min
July 21, 2025James Cridland on Podcast Revenue, Community & the Future of Audio
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:
“It’s about providing value and creating a community around the people you serve.”

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/

Here are some insightful moments within the episode:
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:
“Newsletters bypass all of the algorithms.”“Consistency is the real win.”
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.
39 min
July 14, 2025 Acast’s Milly Botes on Driving Podcast Revenue with Ads & Partnerships
How are leading platforms evolving podcast monetization in 2025 and beyond?

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,
“authenticity is key for creators in monetization.”
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

Here are some insightful moments within the episode:
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

Some Additional PodBiz Buzz..
“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.
28 min
July 14, 2025Adam McNeil of ADOPTER Media on Host-Read Ads & Podcast Monetization
What actually makes a podcast ad perform, and how do brands decide who gets the spend?

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,
“host-read ads don’t scale- relationships do.”

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

Some Additional PodBiz Buzz..“Attribution is broken, but it’s getting better.”“If creators don’t know their audience, brands will.”“The best media buyers are part strategist, part therapist.”
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.
22 min
July 14, 2025Danielle Bezalel on Sponsorships, Niches & Building a Podcast Business
How do you turn 1,200 downloads a month into a six-figure podcast business?

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:
“The money in podcasting is in advertising and long-term sponsorships.”
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

Here are some insightful moments within the episode:
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

Some Additional PodBiz Buzz..“I’ve gone really hard on this niche because I know I’m an asset to these companies.”“Treating your podcast like a business is so important.”
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.
28 min
July 04, 2025 Trailer | Let's Get Down to PodBiz
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.
2 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…