When audio pros want honest answers about growing their audience, they call Tom Webster.

In this episode, the Sounds Profitable co-founder and author of The Audience is Listening joins Kipper and Dave for a no-fluff conversation about what’s working—and what’s not—in the evolving world of audio-first content.

Tom debunks the myth that promotion is the key to growth. Instead, he reveals why most creators fail before they even hit "record." The solution? Get real about who your show is for—and make every second count.

He also drops straight talk on why public radio teases and repurposed morning shows won’t cut it in the podcast world, what the data really says about listener engagement, and why local civic content might be broadcast radio’s most underrated asset.

This episode is a must-hear for anyone trying to grow smarter in an oversaturated audio landscape.