PodBiz | Where's The Money In Podcasting?

Is the secret to podcasting success hidden in the French market? In this episode of PodBiz, Norma Jean Belenky speaks with Sarah Toporoff, Head of Growth for Disco by Headliner, about the evolving landscape of audience growth and monetization. Sarah discusses how her team is helping publishers break podcasting out of "walled garden" platforms and into the wider web, transforming organic traffic in...

Why do so many podcasters focus on monetization before they’ve solved distribution and audience growth? This week on PodBiz, we’re joined by Greg Wasserman , Head of Relationships at RSS.com, to break down how podcasters actually build leverage in the industry and why relationships, not just downloads, are at the core of sustainable growth. Greg challenges the industry’s obsession with ads and spo...

What does sustainable podcast growth look like inside a fragmented, multilingual, rapidly developing European market? This week on PodBiz, Andreea Coscai breaks down how creators across Europe are building audiences, reaching listeners across borders, and monetizing through community-first strategies. As the founder of Eurowaves , Marketing Lead at Tink Media, and a key voice in global creator com...

Where’s the money in podcasting for independent creators? This week on PodBiz, we talk with Andrew Weiss, Director of Partnerships at Podfest Expo, about the real paths to monetization for indie podcasters. Andrew works directly with thousands of creators through Podfest’s global community, and he brings a grounded, practical view of how shows grow, how they earn, and why some creators thrive whil...

What makes a show “monetizable” in the eyes of advertisers? This week on PodBiz, Veronika Taylor breaks down how brands evaluate podcasts, what creators often overlook, and why the future of podcast revenue extends far beyond a single medium. As SVP of Content and the Creator Network at Acast, Veronika oversees global teams, creator relationships, and the systems that power advertising across more...

How do you build a podcast business that lasts- not just creatively, but financially? In this episode of PodBiz , host Norma Jean Belenky sits down with Jeff Umbro , Founder and CEO of The Podglomerate , to talk about what it really takes to grow a sustainable podcast company in 2025. Jeff shares how his background in book publicity shaped his approach to audience development, why choosing the rig...

What does sustainable growth in podcasting look like when the industry keeps changing? In this episode of PodBiz , Norma Jean Belenky talks with Arielle Nissenblatt , Director of Community and Content at Pinwheel and founder of EarBuds Podcast Collective . Arielle shares how creators can grow without chasing trends and why podcasting’s true value lies in connection, not scale. She explains how ind...

How legally protected is your podcast? In this episode of PodBiz , Norma Jean Belenky and John Kiernan speak with Gordon Firemark , entertainment and media attorney known as The Podcast Lawyer™. Gordon shares how podcasters can protect their work, structure their businesses, and avoid the mistakes that cost creators time and money. He explains why “fair use” isn’t a safety net, why every show need...

Can working for a brand truly be where the money is in podcasting, and what metrics prove the ROI? In this episode of PodBiz, Norma Jean Belenky speaks with Stevie Manns, a producer with a background in both finance and media who currently works on the branded podcast The Bid for BlackRock. Stevie shares their journey of realizing a passion for podcast production and strategy during the pandemic a...

Where's the best place to make money in podcasting in 2025? In this episode of PodBiz, Norma Jean Belenky speaks with Dane Cardiel , Founder and Publisher of Good Tape, about the business, culture, and ethics of the podcasting industry. Dane shares his "two answers" to the question of where the money is, the crucial role of community, and his journey from being the first non-CTO employee at Simple...

What does it really take to build a business that lasts in podcasting? In this episode of PodBiz , Norma Jean Belenky and John Kiernan talk with Randi P’Pool , Founder and CEO of P’Pool Media , about the realities of leading a modern media agency — from scaling teams and navigating client departures to redefining what creative success actually looks like. Randi shares lessons from two decades in b...

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 turne...

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, f...

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,” a...

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 wr...

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 audi...

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...

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 ro...

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, Gianca...

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 experie...

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, co...

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 th...

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 tha...

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 relati...

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 direc...