PodBiz | Where's The Money In Podcasting?

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...

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 wo...

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 epis...