PodBiz | Where's The Money In Podcasting?

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 audience clarity is the key to sustainable strategy.As he puts it:“Why are we selling the number that’s declining? Why are we not selling the number that’s going up?”Here are some insightful moments within the episode:The limits of downloads as a measure of successVerified listeners, time spent, and playback as stronger metricsWhy branded podcasts often win on top-of-funnel strategyWhat Bumper has learned from working with companies like Ford and ShopifyHow creators and publishers should define growth before chasing itDan Misener is the co-founder of Bumper, a podcast growth and strategy company. Previously head of audience development at Pacific Content, Dan has worked with brands including Ford, Shopify, Slack, and Dell on award-winning shows. With a background in public broadcasting at CBC, he has become one of podcasting’s most influential voices on measurement, growth, and the evolving value of audio.Connect with Dan on LinkedIn.Learn more at wearebumper.com.Episode Chapters01:15 – Where’s the Money? | How brands monetize podcasts directly and indirectly04:15 – Top of Funnel | What Shopify taught Dan about brand shows07:33 – Brand ROI | What Ford and the Met want from podcasting12:23 – The Death of the Download | Why it’s no longer the right yardstick16:47 – Verified Listeners & Playback | Measuring people, not impressions20:26 – Audience Clarity | Why knowing who you serve drives growth24:23 – The Hidden Work | Why good podcasting looks effortless but isn’t27:54 – Redefining Growth | Asking the right questions before you scale28:46 – Looking Ahead | A new era of measurement and sustainabilitySome Additional PodBiz Buzz…“The smartest teams we’re working with are actively working on de-risking their podcast businesses because the download number… I don’t think that’s coming back.”“When podcasting works, it looks really easy. What people don’t see is the hundreds of decisions behind the scenes that make it successful.”“The least successful shows we’ve worked with have tried to reach everybody.”“Growth looks different to every single creator and brand out there. The key is clarity on what growth means for you.”“I am excited by a renewed interest in the measures that matter: people, playback, and time spent.”PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.

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, from the realities of download thresholds to how long it takes to close a brand deal, to why host-read ads remain central even as programmatic grows.As she puts it:“Most people prefer the host-read ad. You’re going to have a better result with a host-read ad. But when we can sprinkle in the programmatic as well, it really helps round out a whole monetization strategy.”Here are some insightful moments from the episode:Why podcasters need to start thinking of themselves as content creators across platformsThe ongoing strength of host-read ads and where programmatic fits inWhat 5K, 25K, and 100K monthly downloads really mean in ad salesHow long it can actually take to secure brand dollars (hint: it’s not overnight)Why technology and easier buying paths are the next frontier for podcast adsHeather Osgood is the founder of True Native Media, a podcast representation agency specializing in podcast advertising. With a background in radio sales and a love for podcasting, Heather has become an influential voice in the space. She’s a frequent speaker at events like Podcast Movement and PodFest, and she hosts the podcast, The Podcast Advertising Playbook, where she educates creators and advertisers alike on how to make podcast ads work. When she’s not connecting brands and shows, she’s hiking or spending time with her family at the beach.Connect with Heather on LinkedIn.Learn more at truenativemedia.com.Episode Chapters01:29 – Where’s the Money? | Why advertising still drives podcast revenue03:21 – Podcasters or Content Creators? | Shifting how the industry thinks about influence04:58 – Host-Read vs. Programmatic | What listeners and advertisers actually prefer07:55 – Starting True Native Media | Heather’s journey from radio to podcast ad sales14:13 – Brand Dollars Take Time | Why long sales cycles are part of the process19:07 – Download Thresholds | 5K, 25–50K, and 100K monthly downloads explained21:33 – Lessons Learned | Why Heather wishes she’d built tech sooner23:41 – Looking Ahead | Podcasters as influencers and the next stage for ad buysSome Additional PodBiz Buzz…“If I start calling on Toyota today, I’ll be lucky if I get them to place ads on your show next year.”“If you want individualized representation, I would aim for more like 25 to 50 thousand downloads per month.”“I’ve stopped referring to our podcasters as podcasters and started referring to them as content creators.”“If I could go back, I would start the technology side of our company sooner.”PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.

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 role of mentorship, and how community is often the most valuable investment independent audio professionals can make.As she puts it:“The year I stopped taking work below my bottom line, I broke six figures as an independent.”Here are some insightful moments from the episode:How AIR’s 2025 Rate Guide was built and why it’s a critical industry toolThe link to AIR's 2025 Rate Guide: https://airmedia.org/tools/2025-rate-guide The most common reasons freelancers undercharge for their workHow community and peer networks can shape professional growthThe role of advocacy in protecting independent creatorsWhy mentorship can accelerate your career in audioThe future of audience engagement and live podcast eventsErin McGregor is the Program Manager at AIR, where she oversees SoundPath, AIR’s training platform for the audio industry, and leads initiatives in pay transparency, mentorship, and professional development. A former freelancer and self-taught audio producer, Erin brings deep experience in community building and creator advocacy.Connect with Erin on LinkedInLearn more at AIR Media and SoundPathEpisode Chapters01:13 – About the Rate Guide | Why pay transparency matters06:04 – Common Underpayment Traps | Why freelancers earn less than the standard09:29 – AIR’s Role | Advocacy, opportunities, and resources12:33 – The Water Cooler Effect | Building safe spaces for freelancers16:48 – Erin’s Career Journey | From freelancer to AIR leadership23:36 – Thinking Like a Business | Setting a bottom line25:43 – Underused Resources | How AIR supports independents26:59 – Mentorship Marketplace | Getting guidance when you need it31:02 – What’s Next | Audience engagement and live eventsSome Additional PodBiz Buzz...“Freelancers need to think like a business.”“All interns should get paid—no exceptions.”“Community is often the number one thing people renew their membership for.”“Pay transparency benefits everyone on all sides of the industry.”“Mentorship can accelerate your career by years.”PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.

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, Giancarlo breaks down the strategies that keep Crooked at the forefront of political and cultural podcasting.As he puts it:“Act as if you’re the client’s ad agency.”Here are some insightful moments within the episode:Crooked Media’s current revenue mix: direct sales, programmatic, branded content, subscriptions, and videoHow limited series and partnerships (World Corrupt with Men in Blazers) help “de-risk” new show launchesWhy Giancarlo says “a baked-in ad is king” and how it compares with programmatic in today’s marketReal CPM benchmarks in podcasting today | From high teens to mid-twenties, and when higher pricing makes senseGiancarlo’s career journey from the Obama campaign to Oxford Road, WME, Cadence13, and now Crooked MediaA sales philosophy built on acting as if you’re the client’s ad agency, not just a vendorWhat’s next for Crooked Media: Crooked Con, video expansion, global growth, and delivering the best audience and advertiser experienceGiancarlo Bizzarro is the Vice President of Sales at Crooked Media, where he leads advertising and sponsorship strategy across the company’s podcast network. With extensive experience in media sales, Giancarlo has shaped how Crooked positions its shows in a crowded marketplace, balancing the demands of advertisers with the unique voice of politically and culturally influential podcasts.Connect with Giancarlo on LinkedIn.Episode Chapters01:22 – Today’s Revenue Mix | Direct, programmatic, subscriptions, branded content, custom segments, and video02:44 – Limited Series & De-Risking | How Crooked launches shows and protects investment with feed strategy07:09 – Case Study: World Corrupt | Men in Blazers × Pod Save the World collaboration and why it worked10:14 – Baked-In vs. Programmatic | Why baked-in is still the “king” of ad units for brands and audiences14:10 – CPMs & Pricing | Where the market lands today and when higher CPMs make sense18:49 – GC's Career Path to Crooked | From the Obama campaign to Oxford Road, Cadence13, WME, and Crooked23:44 – Sales Philosophy | Acting as the client’s agency and building long-term partnerships27:57 – What’s Next for Crooked | CrookedCon Additional PodBiz Buzz“My ethos has always been in selling, act as if you're the client's ad agency.”“The money is generally dispersed mainly amongst direct advertisers, programmatic advertisers, subscription.”“You're seeing money in branded content. You're seeing money in custom segments, and now you're seeing some money in video as well.”“If they're smart, pick up on, and if they're small, they can still get a piece of the pie.”“Subscriptions, branded content, and ads in general.. there's a lot of opportunity for people who have small businesses or maybe are coaches to use a podcast as a funnel.”PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.

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 experience first has been his guiding principle- and how that mindset benefits both software companies and podcasters alike.As he puts it:“Give people the best experience every time they interact with you or your brand, no matter the outlet.”Here are some insightful moments from the episode:How podcasting’s revenue streams have diversified since 2014Why the top 1% of shows will always attract the biggest ad spend—and how indie creators can still winHow Captivate built a loyal audience through service, not just softwareLessons from Captivate’s acquisition by Global and what changed afterwardWhy putting experience first is the best growth strategyWhat the rise of mainstream podcast awareness means for indie creatorsMark Asquith is the co-founder and Managing Director of Captivate, a UK-based podcast hosting, analytics, and monetization platform acquired by Global in 2021. Known as “That British Podcast Guy,” Mark is one of the United Kingdom’s original podcasting experts and is recognized worldwide as an insightful, thought-provoking, and actionable podcast industry keynote speaker. A creator, startup founder, and advocate for independent podcasters for over a decade, Mark has built his career on a service-first approach, focusing on brand experience, community, and creator support.Connect with Mark on LinkedInLearn more at Captivate.fmEpisode Chapters00:29 – Where’s the Money? | How podcast monetization has evolved03:51 – New Revenue Streams | Live events, subscriptions, fan engagement04:59 – How Mark Got Started | From pop culture podcasting to software founder08:10 – People First | Why service and experience drive success12:21 – Captivate’s Differentiator | More than a software company14:07 – Starting Over? | Why he wouldn’t change a thing15:33 – The Global Acquisition | How it happened and what stayed the same19:17 – The Ripple Effect | How mainstream deals helped indie podcastersSome Additional PodBiz Buzz...“Treat everyone with the same level of respect—no matter who they are.”“We built Captivate for serious podcasters, not everyone.”“The audience for podcasts is bigger than it’s ever been.”“Experience is what people remember—not features.”PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.

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, consulting, and collaboration to thrive in podcasting today.As he puts it:“Everything we’re doing is growth—even if your podcast doesn’t have ads, you’re promoting your brand.”Here are some insightful moments from the episode:Why advertising is just the tip of the podcast monetization icebergHow transparency and subscription support unlock long-term revenueThe power of building industry momentum with partnershipsWhat podcasting can learn from YouTube’s creator economyWhy consulting and hands-on support still matter mostHow thinking like a media company changes your podcast strategyBryan Barletta is the co-founder of Sounds Profitable, a leading trade publication and partnership network advancing the business of podcasting. With a background in attribution and ad tech, Bryan previously worked at Barometric and Megaphone before founding Sounds Profitable to bring clarity, transparency, and strategic insight to the podcast industry.Connect with Bryan on LinkedInLearn more at SoundsProfitable.comEpisode Chapters00:16 – Where’s the Money? | Bryan breaks down podcast revenue beyond ads01:49 – Subscriptions & Support | What fans value—even if they don’t always listen04:40 – Bryan’s Career Path | From ad tech to industry advocate06:17 – Industry Lessons | Why podcasting failed to upskill creatives10:15 – Building Momentum | How Sounds Profitable hit 200+ partners12:45 – Case Study: SXSW | Activating opportunities with short timelines15:00 – Consulting & Value | What partners really get from Sounds Profitable17:43 – Community & Network | Why collaboration still drives podcasting20:49 – If Starting Over | What Bryan would do differently23:42 – Future Vision | Podcasts as media companies, not just showsSome Additional PodBiz Buzz...“Subscriptions continue to be a thing that’s incredibly valuable.”“Podcasting is a killer job entry point for the creator economy.”“The networking is so killer—your network is your net worth.”“Momentum is really it. It’s thinking in years, not weeks.”“The word podcasting is unifying creators across platforms.”“We consistently underpromise and overdeliver—and that builds trust.”PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.

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 the long game- can help creators build sustainable brand value. We also dig into her career journey from Acast to leading a boutique podcast PR agency, and what’s next for audio in mainstream media.As she puts it: “PR is very much a slow burn and it can take a very long time to pay off.” Here are some insightful moments within the episode:Why community is a cornerstone of podcast growthThe difference between PR and marketing in a podcasting contextHow creators can prepare for press with a media-first mindsetDiversified monetization strategies beyond just adsThe rise of podcasts in mainstream recognition (hello Golden Globes)Molly DeMellier is the COO of SunDaze PR, a boutique agency that helps podcasters and creators gain long-term visibility through strategic PR campaigns. With deep expertise in creator strategy, earned media, and podcast positioning, Molly leads SunDaze’s efforts to put high-quality shows in front of the audiences that matter most.Connect with Molly on LinkedInLearn more at SunDaze PREpisode Chapters03:00 – Community is Currency | Why listener relationships still matter most06:00 – PR vs. Marketing | Key distinctions for podcast visibility10:00 – Molly’s Career Journey | From Acast to building a PR agency15:00 – Mainstream Media | How podcasting is being taken seriously20:00 – Final Thoughts | Why Golden Globes 2026 signals a turning pointSome Additional PodBiz Buzz...“Community is exactly the right word there.” “The way that businesses have really taken hold of the influence that these creators have, it's completely reshaped media.” “The sweet spot is really in diversified revenue streams.” “Seeing that podcasts are going to be added to the Golden Globes in 2026 is so exciting.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.

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 that build real trust with their audiences. With clarity and candor, James discusses how the medium is evolving and how Podnews itself became an industry staple by doing one thing very well, consistently.As he puts it:“It’s about providing value and creating a community around the people you serve.”We dive into the ecosystem-wide shifts reshaping podcast monetization and audience engagement, including:How creators are leveraging value-for-value models to align with listenersThe overlooked power of newsletters in a fragmented media landscapeWhy consistency still drives growth and discoveryWhat Podcasting 2.0, location tags, and new tech mean for creators todayJames’ own journey with Podnews and what he sees coming next for the industryJames Cridland is Editor of Podnews, the leading daily podcast industry briefing, and a renowned radio futurologist. A former strategist at Virgin Radio and the BBC, James has spent decades helping platforms and creators innovate across streaming, radio, and podcasting. His work has shaped open podcasting standards, and his newsletter now reaches thousands of professionals every day with trusted, global insights.Website: https://podnews.netNewsletter: Subscribe to PodnewsLinkedIn: https://www.linkedin.com/in/jamescridland/Here are some insightful moments within the episode:02:15 – Exploring Revenue Streams in Podcasting08:30 – Value for Value and Community Engagement15:45 – The Power of Newsletters for Growth22:10 – The Importance of Consistency30:00 – Podcasting Technology and Future Trends38:20 – James’s Personal Journey and Industry ReflectionsSome Additional PodBiz Buzz:“Newsletters bypass all of the algorithms.”“Consistency is the real win.”PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.

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 words,“authenticity is key for creators in monetization.”We dive into the shift from downloads to engagement, the growth of video podcasting, and what brands really look for in high-performing content partnerships. We'll also get into platform strategy, product design, and why creator monetization is shifting away from traditional metrics like downloads toward more meaningful engagement.Milly Botes is a seasoned product leader with a passion for building platforms where creativity, technology, and commerce meet. As VP of Product at Acast, she leads the evolution of the podcast monetisation marketplace, creating a more connected, self-serve, and scalable ecosystem that helps creators and advertisers thrive across both audio and video.Previously, Milly built the Care Navigation platform at Ada Health and began her career at Monitor Deloitte. She has lived and worked in London, Berlin, New York, and Cape Town, bringing a global lens to platform strategy and creator empowerment.Connect with Milly on LinkedInHere are some insightful moments within the episode:00:00 – The Evolution of Podcast Monetization01:25 – Defining a Podcast in Today's Landscape03:59 – Trends in Podcasting: Video and Creator Empowerment06:20 – Metrics Beyond Downloads: Understanding Engagement08:47 – Milly’s Journey into Podcasting11:25 – The Role of Product in Podcasting12:56 – Empowering Creators: Monetization Strategies15:30 – The Challenges of Product Management17:56 – Looking Ahead: The Future of PodcastingSome Additional PodBiz Buzz..“We are building accessible products for creators.”PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.

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 direct-to-consumer brands, and in his words,“host-read ads don’t scale- relationships do.”We dive into how creators and buyers can align more effectively, why attribution remains a challenge, and how relationships and content fit still drive performance in today’s creator economy including:What makes host-read ads work — and when they don’tMedia buying best practices for creators and brandsAttribution limitations and evolving metricsThe role of relationships in performance and scaleBuilding a career in podcast advertisingAdam McNeil is SVP of Client Services at ADOPTER Media, a leading podcast and YouTube sponsorship agency. Adam has led podcast ad campaigns that have generated more than $100 million in attributable revenue for top DTC brands. He’s a sought-after industry voice, known for his newsletter The Roast, his insights on LinkedIn, and media appearances in Forbes, The Verge, Bloomberg, and Sounds Profitable. Adam also advises analytics platforms like Podscribe, helping improve attribution and reporting across the podcasting space.Connect with Adam on LinkedInHere are some insightful moments within the episode:00:00 – Host-Read Ads: What Works & Why02:15 – How ADOPTER Places $100M+ in Podcast Spend05:02 – Building Trust Between Brands and Creators07:48 – Common Pitfalls in Attribution and Reporting10:30 – Podcast Career Advice: From Buyer to Advisor13:20 – How to Vet a Show’s Sponsorship Readiness15:42 – Shifts in Buyer Expectations Post-202318:10 – The Future of Media Buying in the Creator EconomySome Additional PodBiz Buzz..“Attribution is broken, but it’s getting better.”“If creators don’t know their audience, brands will.”“The best media buyers are part strategist, part therapist.”PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.

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 relationships and packaging her podcast alongside other media assets.As she puts it:“The money in podcasting is in advertising and long-term sponsorships.”We dive into the strategy, systems, and mindset behind her success, including:How focusing on a niche can attract aligned sponsorsPackaging a podcast with other media assets to increase deal valueLong-term brand relationships in underrepresented industriesCreating deliverables that meet sponsor needs across platformsTreating your podcast like a business from day oneDanielle Bezalel, MPH (she/her) is the Creator, Executive Producer, and Host of Sex Ed with DB — a smart, science-backed podcast delivering inclusive sex education from top experts in sex, sexuality, and pleasure. With a Master of Public Health from Columbia University and deep experience in the reproductive health space, Danielle helps bridge the gap between education, empowerment, and media strategy.She lives in Oakland, CA and is available for live and virtual speaking engagements.Learn more: sexedwithdb.comEmail: [email protected]: TikTok, Instagram, Threads, YouTube: @sexedwithdbHere are some insightful moments within the episode:00:00 – Introduction | Meet Danielle Bezalel and her podcasting journey05:30 – The Power of Niche | How focusing on a niche can attract sponsors12:00 – Building Sponsor Relationships | The art of long-term sponsorships20:00 – Creative Sponsorship Packages | Deliverables that add value30:00 – Professionalism in Podcasting | Treating your podcast like a business40:00 – Insights and Advice | Key takeaways for aspiring podcastersSome Additional PodBiz Buzz..“I’ve gone really hard on this niche because I know I’m an asset to these companies.”“Treating your podcast like a business is so important.”PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.

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 episode centers around one essential question:Where’s the money in podcasting?Through candid conversations with founders, producers, advertisers, and platform leaders, PodBiz explores real-world strategies for monetization, growth, and sustainability in audio. Whether you're running an indie show or managing a network, you'll get insights on advertising, branded content, subscriptions, IP development, and how the top players are building revenue through podcasting.Upcoming guests include leaders from Acast, Captivate, Podnews True Native Media, Adopter Media, Buzzsprout, Crooked Media, Podfest Expo, The Podglomerate, Sounds Profitable, Sundaze PR, BlackRock, Blubrry, RSS.com, Disctopia and more, including independent creators earning six figures and executives shaping the future of the podcast and media industry.Subscribe now and join us as we go behind the scenes of how the podcasting business really works.Let’s get down to PodBiz. Follow us on LinkedIn and comment, share, or repost your episode from our YouTube channel. PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.