You're an advertiser. You have a product—let’s say it’s a meal kit delivery service. You want people to buy it. But how do you reach them? Do you shotgun-blast your ad across an entire podcast network, hoping someone, somewhere, might be hungry enough to care? Or do you surgically insert it into one specific podcast, where the audience is already primed to purchase things at 2 AM?

According to the latest PodScribe Q4 2024 Performance Benchmarks report, one of those strategies is objectively more efficient per impression. And the other? Well, it’s basically the advertising equivalent of setting your money on fire and counting on the smoke to spell out your target URL.

Pete Wright and Andy Nelson explain why tiny, niche podcasts are somehow more powerful than the big, flashy ones. They’ll debate whether YouTube’s slow takeover of podcasting is a game-changer or just another doomed experiment (looking at you, Google Podcasts). And they’ll take us deep into the shadowy world of ad tracking pixels—which, if you don’t know, are those little bits of code that follow you around the internet like a puppy.

And here’s the kicker: podcast ads actually work. Really well. So well, in fact, that brands are now scrambling to figure out how to track listener behavior without resorting to outright surveillance. Because—and this is genuinely shocking—sometimes people hear an ad, don’t immediately click a link, but still remember the brand and buy the thing later. Wild concept, right?

So, what does all this mean for the future of podcast advertising? Will brands finally stop panicking about promo codes? Will YouTube actually become a podcasting powerhouse? And most importantly—will Pete and Andy ever get tired of talking about incrementally?

No, they will not.

Links & Notes

• PodScribe Q4 2024 Performance Benchmarks Report
• Submit a Question

Imagine a social media landscape where you own your content, not some tech overlord. A place where links aren't suppressed, and algorithms don't dictate what you see. Sounds like a utopian dream... or is it Bluesky?

Pete Wright and Andy Nelson fly into the wide world of Blue Sky, the decentralized social media platform that's got some creators buzzing. Is it just another flash in the pan, or does it hold the key to unlocking genuine community engagement?

If so, it’s going to be thanks to the platform's unique architecture, thanks to the parallel familiar landscape of email and the less-familiar terrain of Mastodon. What does "decentralized" really mean, and why should you care? They explore the frustrations of content suppression on mainstream platforms like Instagram and X (formerly Twitter), and how Bluesky offers a refreshing alternative.

Along the way, they grapple with practicalities: How does Blue Sky actually work? How can podcasters leverage its features, like starter packs and feeds, to build a loyal audience? And what about the elephant in the room: Can Bluesky truly compete with the reigning giants of social media?

Links Mentioned:

• Why Podcasters and Creators are Moving to Bluesky • Transistor FM
• EchoFeed: A service for cross-posting from RSS feeds to Bluesky and Mastodon from Robb Knight.
• Buffer: A social media scheduling tool with Blue Sky integration.
• PinkSky: An app that mimics the Instagram experience on Bluesky.
• Blue Screen: An app that mimics the TikTok experience on Bluesky.
• TruStory FM Starter Pack: A collection of TruStory FM podcast hosts on Bluesky.
• Directory of Starter Packs: A place to browse starter packs on Blue Sky.
• Show Feedback Form: Share your thoughts and questions for the show.
• SodaCreekFilm.com: Connect with Andy on Bluesky.
• ItsMePete.com: Connect with Pete on Bluesky.
• TruStory.FM: Connect with TruStory on Bluesky.

In 2025, where do podcasts live? In your ears? On your screens? In the untamed wilderness of AI-assisted creativity? Pete Wright and Andy Nelson do their best to untangle the web of modern podcasting—a world where AI tools can both dazzle and baffle, where success is measured in engagement rather than downloads, and where communities spring to life in unexpected places.

The future of podcasting isn’t just about tools and metrics—it’s about people. In a world of endless content and dwindling attention, it's time to experiment, innovate, and create formats born for the medium. What does it mean to be the "human in the middle," balancing the efficiency of AI with the irreplaceable authenticity of human creativity?

Links & Notes

• Co-Intelligence: Living and Working with AI by Ethan Mollick
• Adobe Podcast Voice Enhance
• TruStory FM Discord Community
• Unapologetically ADHD by Pete Wright and Nikki Kinzer

Pete and Andy explore the peculiar intimacy of podcasting, a medium where listeners forge surprisingly strong bonds with hosts. They dissect the "podfluencer" phenomenon, examining the authenticity and responsibility that comes with this unusual form of influence. 

From unexpected conference encounters to the strategic use of online communities and listener engagement, they delve into the mechanics of building trust and connection. This isn't a how-to guide, but a thoughtful exploration of the surprising power of voice and the unexpected intimacy that blossoms in the digital age.

Hey ho, podcasters! We’re back, talking about Apple's big push for binge-worthy narrative podcast series. Are you into it? And in the grand ol’ spirit of podcast follow-up, we dive back into analytics with John Spurlock, the creator of OP3 (Open Podcast Prefix Project).

John explains why he created OP3, how it works, and why open podcast data is so important. He addresses the privacy concerns some podcasters have about sharing their stats, and how OP3 is designed to be both useful and transparent. This is a must-listen for anyone who cares about the future of podcasting and wants to understand how to get the most out of their show's data. Plus, you'll finally learn how to pronounce OP3 without sounding like a dummy.

Links & Notes

• Open Podcast Prefix Project

Ever feel like the digital ground beneath your feet is suddenly shifting? Pete and Andy delve into the murky world of podcast analytics, specifically grappling with the impending demise of Chartable, a once-reliable tracking service swallowed by the Spotify behemoth. They dissect the implications for podcasters, from the practicalities of migrating data to the philosophical questions of open vs. closed platforms. It's a David and Goliath struggle, with independent creators facing the encroaching dominance of tech giants, and the age-old question: who really owns your data?

A glimmer of hope emerges in the form of the Open Podcast Prefix Project (OP3), a free, open-source alternative to Chartable. This plucky underdog offers transparent statistics while prioritizing listener privacy, a refreshing contrast to the data-hungry practices of the big players. Pete and Andy discuss the potential of OP3 to level the playing field, empowering independent podcasters to reclaim control of their analytics. It's a rallying cry for a more open and equitable podcasting landscape.

Ultimately, this episode is a call to action. It's a reminder that podcasters need to be proactive in safeguarding their data and advocating for a more transparent and accessible future for the medium. As the digital giants continue to reshape the podcasting landscape, it's more important than ever to support open-source initiatives and challenge the status quo. Join Pete and Andy as they navigate the treacherous waters of podcasting in the 21st century, offering valuable insights and a healthy dose of skepticism along the way.

First up this week, Pete and Andy take on ultra-podcasting—long, LONG-form episodes—and the people who love them. Then, they shift gears to discuss Google's intriguing, yet uncanny, AI experiment, NotebookLM, which uses artificial intelligence to transform research notes into simulated podcast discussions.

Finally, Apple's surprising decision to launch a web-based version of Apple Podcasts, making it accessible on devices outside the Apple ecosystem for the first time, might just unlock wonderful new places to listen to podcasts out side the app itself.

Links & Notes

• Podcasters Ditch Short Episodes in Favor of Four-Hour Conversations Ashley Carman, Bloomberg
• Google is using AI to make fake podcasts from your notes by Emma Roth, The Verge
• NotebookLM Audio Overviews
• Apple Podcasts available on the web, Apple PR

The data is coming in, and it looks like general enthusiasm is up about the podcasting business after a few years of grey skies. And Apple's decided to turn the screws on Patreon. We have thoughts.

• Podcasts Start to Grow Again After a Period of Financial and Legal Struggles - Bloomberg
• More people than ever are listening to podcasts | Nieman Journalism Lab
• Where Will Apple’s Next Round of Services Growth Come From? — Jason Snell, SixColors.com
• How much more are we willing to pay Apple for the things we love? — Jason Snell, MacWorld
• Apple Podcast Subscriptions — Apple.com

In this episode of "The Podcast Podcast," Andy Nelson and Pete Wright take listeners on a journey through the world of summertime podcasting. They explore the impact of the Paris Olympics on podcast downloads, wondering if listeners are sneaking in episodes between events or saving their favorite shows for a post-Olympic binge. The duo also dives into the latest Libsyn report on CPM rates, discussing the stability of summertime advertising rates and the growing confidence in the power of podcast audiences.

They turn to the fate of "The Headlines," a companion podcast to the popular "The Daily" from The New York Times, as the show breaks free from the gated confines of the New York Times audio app. The hosts also share their experiences with various podcast apps, from Andy's daring venture into Apple Podcasts to Pete's love for Pocket Casts' latest update, which allows playback at a mind-numbing 5X speed. Plus, they talk through some important changes to Marco Arment’s app, Overcast, on it’s ten-year anniversary, and how it serves as a best-in-class model for others to follow that balances user privacy and a banging good audio engine.

This week we take a deep dive into the world of podcast advertising!

First, a trip down memory lane. We’ve been doing this a long time and though it might help by recounting just a bit of history for context, from early affiliate partnerships to CPM advertising and dynamically inserted ads. We discuss the pros and cons of these different approaches and how they've shaped our strategy over time.

Next, we explore key takeaways from the SoundsProfitable conference on podcast advertising. We highlight interesting findings about listener engagement and discuss what's currently working in the industry, including the effectiveness of live ad reads and storytelling-style advertisements.

We’ve changed our plans to adapt our advertising approach across our network, aiming for more engaging and less intrusive ad experiences. We emphasize the importance of balancing monetization with listener satisfaction.

The episode concludes with practical advice for fellow podcasters, drawn from both our experiences and industry best practices. We cover topics like ad placement, frequency, and transparency about how advertising supports podcast production.