In this episode of the analytics series, Ed Barker, founder of Studio 1878, takes on the question that haunts almost every branded podcast project before a single episode is recorded: how do you prove the ROI?

The tension between creative ambition and business accountability is real, but measuring a podcast strictly like a performance ad, chasing direct attribution and conversion, tends to produce something transactional, short-lived, and not worth listening to. The episode makes the case for treating a podcast as brand infrastructure: a compounding asset that builds trust, accelerates pipelines, and supports retention over time. That framing changes what you measure and how. A practical framework is outlined for tracking success in a way that satisfies business accountability without stripping out the human quality that makes a show worth coming back to.

00:00 Introduction to Showmakers

00:53 The ROI Dilemma in Branded Podcasts

02:10 Understanding Different Types of ROI

03:28 The Challenge of Attribution in Podcasts

04:23 Connecting Creativity to Commercial Outcomes

05:27 The Compounding ROI of Podcasts

06:20 Protecting Creativity in Podcasting

07:28 Reporting ROI Effectively

09:20 Key Conversations with Budget Owners

10:55 Conclusion and Next Steps

Ed Barker has been producing and recording podcasts since 2009. After a long career as a corporate marketing and strategy executive - and then a VC - Ed launched Studio 1878 in early 2025 with the goal of making brand and business podcasting much better. Ed is a Brit, working out of Seattle, and podcasting worldwide. 🌎

A podcast development studio for the modern brand. We believe everyone has a story worth telling. Specializing in business and brand podcasts, we’ll help build your story from ideation to distribution, transforming concepts to real connection with your audiences. We produce our own shows but our core proposition is in helping businesses and creators produce something truly compelling and authentic. We’d love to help you tell your story.

Contact

Web: www.1878.studio

Email: [email protected]

Mobile: 425-520-3483

Hosted on Acast. See acast.com/privacy for more information.

In this episode of the analytics series, Ed Barker, founder of Studio 1878, works through the gap between having podcast data and knowing what to do with it.

Charts and dashboards are only useful if they lead somewhere. The episode breaks down what analytics can and cannot reliably tell you, how to find the signal beneath the noise, and how to translate findings into creative and marketing decisions that actually change something. It also covers how to present that analysis to leadership in a way that builds credibility rather than inviting scepticism. For anyone who has found themselves staring at a retention curve and genuinely unsure what it means, the episode offers a practical way through.

00:00 Introduction

00:45 Data Isn't the Story

01:27 Three Layers of Insight

03:06 Understanding Retention

04:16 Turning Insights Into Action

04:59 From Reporting to Learning

06:18 How to Report to Leadership

07:04 Closing Thoughts

Ed Barker has been producing and recording podcasts since 2009. After a long career as a corporate marketing and strategy executive - and then a VC - Ed launched Studio 1878 in early 2025 with the goal of making brand and business podcasting much better. Ed is a Brit, working out of Seattle, and podcasting worldwide. 🌎

A podcast development studio for the modern brand. We believe everyone has a story worth telling. Specializing in business and brand podcasts, we’ll help build your story from ideation to distribution, transforming concepts to real connection with your audiences. We produce our own shows but our core proposition is in helping businesses and creators produce something truly compelling and authentic. We’d love to help you tell your story.

Contact

Web: www.1878.studio

Email: [email protected]

Mobile: 425-520-3483

Hosted on Acast. See acast.com/privacy for more information.

In this opening episode of the analytics series, Ed Barker, founder of Studio 1878, starts with the question most brand podcast projects never answer properly: what does success actually look like?

Excitement and a strong concept are a reasonable starting point, but vague goals like awareness or thought leadership lead to measuring the wrong things and wasting time. The episode covers how to connect a podcast's goals directly to business outcomes, how to design a format around intent rather than instinct, and how to think about measurement across three time horizons. The frameworks here are aimed at teams who want to build something strategically coherent from the start, rather than reverse-engineering the rationale after the show is already in production.

Chapters

00:00 Introduction

00:25 Launching Without Clear Goals

01:05 Chasing the Wrong Numbers

01:50 Start with the Business, Not the Show

02:31 Connecting Goals to Show Design

04:25 Intent-Metric-Message Framework

05:33 Three Horizons of Measurement

06:48 Aligning Strategy with Leadership

07:53 Setting Realistic Targets

08:40 The Pyramid of Purpose

09:19 Building Goals into Your Workflow

10:10 Wrap-Up and Next Steps

Ed Barker has been producing and recording podcasts since 2009. After a long career as a corporate marketing and strategy executive - and then a VC - Ed launched Studio 1878 in early 2025 with the goal of making brand and business podcasting much better. Ed is a Brit, working out of Seattle, and podcasting worldwide. 🌎

A podcast development studio for the modern brand. We believe everyone has a story worth telling. Specializing in business and brand podcasts, we’ll help build your story from ideation to distribution, transforming concepts to real connection with your audiences. We produce our own shows but our core proposition is in helping businesses and creators produce something truly compelling and authentic. We’d love to help you tell your story.

Contact

Web: www.1878.studio

Email: [email protected]

Mobile: 425-520-3483

Hosted on Acast. See acast.com/privacy for more information.

In this episode, Ed Barker, founder of Studio 1878, tackles the moment every marketer dreads: being asked how the podcast is performing and not having a confident answer.

Downloads and chart rankings are the easy metrics to reach for, but they rarely tell the story that matters to leadership. The episode sets out how to define the purpose of a show before settling on KPIs, which health metrics and more advanced indicators are worth tracking, and how to turn reporting into something that makes a coherent case for the show's value. The frameworks here apply whether the goal is reach, reputation, or internal engagement, and the underlying argument throughout is that measuring what actually matters and proving ROI are not in conflict, as long as you start with the right questions.

00:00 - Introduction: Measuring Podcast Success

00:46 -The Problem with Traditional Podcast Metrics

01:42 - Define Your Why Before Your KPIs

02:25 - Core Health Metrics That Matter

03:52 - Advanced Metrics for Mature Shows

06:06 - Turning Data Into a Story

07:13 - Measurement Cadence

07:47 - Wrap-Up & Next Episode Preview

Ed Barker has been producing and recording podcasts since 2009. After a long career as a corporate marketing and strategy executive - and then a VC - Ed launched Studio 1878 in early 2025 with the goal of making brand and business podcasting much better. Ed is a Brit, working out of Seattle, and podcasting worldwide. 🌎

A podcast development studio for the modern brand. We believe everyone has a story worth telling. Specializing in business and brand podcasts, we’ll help build your story from ideation to distribution, transforming concepts to real connection with your audiences. We produce our own shows but our core proposition is in helping businesses and creators produce something truly compelling and authentic. We’d love to help you tell your story.

Contact

Web: www.1878.studio

Email: [email protected]

Mobile: 425-520-3483

Hosted on Acast. See acast.com/privacy for more information.

Building Listener Loyalty in Brand Podcasts

In this episode of Showmakers, Ed Barker from Studio 1878 discusses the importance of building deep engagement and loyalty in branded podcasts rather than just chasing reach or vanity metrics like downloads and followers. Ed explains how loyalty, consistency, and respecting your audience's time are key to creating a podcast that listeners return to regularly. He emphasizes the value of designing episodes to reward listeners, involving internal audiences, creating habits, encouraging participation, and leveraging other marketing channels for a two-way dialogue. Finally, he highlights the importance of focusing on listener loyalty to naturally drive growth and build meaningful connections.

00:00 Introduction 

00:33 Building Listener Loyalty

02:05 Designing Valuable Episodes

02:53 Nurturing Internal Audiences

03:29 Creating Habit-Forming Shows

04:10 Encouraging Audience Participation

04:37 Utilizing Signature Segments

05:31 Integrating with Other Marketing Channels

06:16 Common Mistakes in Podcast Growth

06:52 Final Thoughts on Loyalty

07:20 Preview of Next Episode

Ed Barker has been producing and recording podcasts since 2009. After a long career as a corporate marketing and strategy executive - and then a VC - Ed launched Studio 1878 in early 2025 with the goal of making brand and business podcasting much better. Ed is a Brit, working out of Seattle, and podcasting worldwide. 🌎

A podcast development studio for the modern brand. We believe everyone has a story worth telling. Specializing in business and brand podcasts, we’ll help build your story from ideation to distribution, transforming concepts to real connection with your audiences. We produce our own shows but our core proposition is in helping businesses and creators produce something truly compelling and authentic. We’d love to help you tell your story.

Contact

Web: www.1878.studio

Email: [email protected]

Mobile: 425-520-3483

Hosted on Acast. See acast.com/privacy for more information.

Redefining Podcast Distribution: Building Reach and Reputation

In this episode of Showmakers, Ed Barker from Studio 1878 emphasizes the importance of effective podcast distribution. He explains that distribution goes beyond simply uploading to platforms like Spotify and highlights the concept of 'audience design' which involves targeting where listeners already spend their attention. Ed also discusses the multi-layered approach to distribution, integrating podcasts into overall brand campaigns, leveraging guests and team members as micro distribution channels, and measuring the real influence of a podcast. He concludes by underscoring the importance of reactivating and resurfacing archived content to maintain relevant brand assets.

00:00 Introduction to Podcast Distribution

00:38 Understanding Distribution as Brand Architecture

01:33 The Shift in Multi-Platform Discovery

02:14 Integrating Distribution into Campaign Planning

02:52 Leveraging People as Distribution Channels

03:33 Measuring Podcast Influence Beyond Downloads

04:16 Reactivating Your Podcast Archive

04:53 Conclusion and Final Thoughts

Ed Barker has been producing and recording podcasts since 2009. After a long career as a corporate marketing and strategy executive (and then a VC), Ed launched Studio 1878 (www.1878.studio) in early 2025 with the goal of making brand and business podcasting much better. Ed is a Brit, working out of Seattle, and podcasting worldwide. 🌎

A podcast development studio for the modern brand. We believe everyone has a story worth telling. Specializing in business and brand podcasts, we’ll help build your story from ideation to distribution, transforming concepts to real connection with your audiences. We produce our own shows but our core proposition is in helping businesses and creators produce something truly compelling and authentic. We’d love to help you tell your story. 😈

Hosted on Acast. See acast.com/privacy for more information.

From Raw Talk to Brand Narrative

In this episode of Showmakers, Ed Barker from Studio 1878 explores the crucial role of editing in corporate podcasting. Rather than just trimming and adding music, editing transforms raw conversations into a narrative that mirrors your brand's intelligence, empathy, and perspective. Ed discusses how emotional architecture, pacing, and narrative structure can enhance the story, making it more impactful and authentic. By treating editing as a form of authorship and reputation management, brands can craft podcasts that not only sound good but also reflect their identity and values.

00:00 Introduction

00:22 Editing as Strategy

01:08 Emotional Architecture

01:54 Editing as Reputation Management

02:43 Reordering for Clarity

03:29 Sound as Brand Identity

03:55 Protecting the Host's Humanity

04:43 Closing Thoughts & Next Episode

Ed Barker has been producing and recording podcasts since 2009. After a long career as a corporate marketing and strategy executive (and then a VC), Ed launched Studio 1878 (www.1878.studio) in early 2025 with the goal of making brand and business podcasting much better. Ed is a Brit, working out of Seattle, and podcasting worldwide. 🌎

A podcast development studio for the modern brand. We believe everyone has a story worth telling. Specializing in business and brand podcasts, we’ll help build your story from ideation to distribution, transforming concepts to real connection with your audiences. We produce our own shows but our core proposition is in helping businesses and creators produce something truly compelling and authentic. We’d love to help you tell your story. 😈

Hosted on Acast. See acast.com/privacy for more information.

Keeping Your Solo Podcast Energy High

In this episode of Showmakers, Ed Barker from Studio 1878 shares practical tips on maintaining high energy levels while recording solo podcast episodes. Ed discusses the importance of visualizing a real listener, recording while standing, using a bullet point script, varying your pacing, and breaking content into segments. He emphasizes the power of storytelling and advises recording in short bursts to keep energy high. Ed wraps up by highlighting the value solo episodes bring in building intimacy and trust with listeners.

00:00 Introduction

00:22 Why Solo Energy Matters

01:10 Tip 1: Picture a Real Listener

01:41 Tip 2: Stand Up and Move

02:14 Tip 3: Script Smart

02:58 Tip 4: Vary Your Pacing

03:53 Tip 5: Break Into Segments

04:21 Tip 6: Include Real Stories

04:59 Tip 7: Record in Bursts

05:28 Closing Thoughts

Ed Barker has been producing and recording podcasts since 2009. After a long career as a corporate marketing and strategy executive (and then a VC), Ed launched Studio 1878 (www.1878.studio) in early 2025 with the goal of making brand and business podcasting much better. Ed is a Brit, working out of Seattle, and podcasting worldwide. 🌎

A podcast development studio for the modern brand. We believe everyone has a story worth telling. Specializing in business and brand podcasts, we’ll help build your story from ideation to distribution, transforming concepts to real connection with your audiences. We produce our own shows but our core proposition is in helping businesses and creators produce something truly compelling and authentic. We’d love to help you tell your story. 😈

Hosted on Acast. See acast.com/privacy for more information.

How to Make Storytelling a Habit: Enhancing Your Podcast Consistently

In the final episode of Showmakers' five-part miniseries on storytelling, Ed Barker from Studio 1878 explores the importance of making storytelling a consistent habit in podcast creation. Ed emphasizes that without intentional storytelling, podcasts can become dull and forgettable. He offers actionable tips on embedding storytelling into every stage of the podcast process—from planning and recording to editing and promoting. Ed also encourages podcasters to review their previous work with a storytelling lens and consider storytelling as a continuous practice. This episode concludes with a recap of the mini-series and an invitation for further support and collaboration.

00:00 Introduction

00:43 The Importance of Intentional Storytelling

01:19 Starting with Story in Episode Prep

02:14 Developing Story Radar

02:53 Storytelling in the Edit 

03:13 Building a Storytelling Culture

04:21 Storytelling as a Practice

05:12 Series Recap

06:21 Closing and Next Episode Preview

Ed Barker has been producing and recording podcasts since 2009. After a long career as a corporate marketing and strategy executive (and then a VC), Ed launched Studio 1878 (www.1878.studio) in early 2025 with the goal of making brand and business podcasting much better. Ed is a Brit, working out of Seattle, and podcasting worldwide. 🌎

A podcast development studio for the modern brand. We believe everyone has a story worth telling. Specializing in business and brand podcasts, we’ll help build your story from ideation to distribution, transforming concepts to real connection with your audiences. We produce our own shows but our core proposition is in helping businesses and creators produce something truly compelling and authentic. We’d love to help you tell your story. 😈

Hosted on Acast. See acast.com/privacy for more information.

Shaping Stories Through Editing: Techniques for Narrative Podcasting

In this episode of Showmakers, Ed Barker from Studio 1878 explores the art of editing and highlights the importance of narrative shaping in post-production. Ed emphasizes that editing is more than just cutting audio; it's about uncovering and structuring the story within the conversation. He offers practical tips for both DIY editors and those working with editors, including identifying the story arc, removing non-essential dialogue, and reordering content for better impact. He also stresses the value of human moments and encourages editors to develop their unique style. This episode is geared towards ensuring that every podcast episode tells a compelling, well-structured story.

00:00 Introduction

00:44 The Purpose of Editing

01:25 Finding the Story Arc

02:06 Being Flexible with Content

02:27 Removing Verbal Scaffolding

03:22 Reordering Content

04:00 Rhythm and Flow

04:43 Working with Editors

05:37 Developing Your Style

06:18 Closing and Next Episode Preview

Ed Barker has been producing and recording podcasts since 2009. After a long career as a corporate marketing and strategy executive (and then a VC), Ed launched Studio 1878 (www.1878.studio) in early 2025 with the goal of making brand and business podcasting much better. Ed is a Brit, working out of Seattle, and podcasting worldwide. 🌎

A podcast development studio for the modern brand. We believe everyone has a story worth telling. Specializing in business and brand podcasts, we’ll help build your story from ideation to distribution, transforming concepts to real connection with your audiences. We produce our own shows but our core proposition is in helping businesses and creators produce something truly compelling and authentic. We’d love to help you tell your story. 😈

Hosted on Acast. See acast.com/privacy for more information.