PodBiz | Where's The Money In Podcasting?

Can mission-driven organizations and nonprofits really use podcasting to grow their audience and expand their cause?In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Richard Fawal, founder and CEO of Voxtopica, about how non-profits, educational institutions, and mission-based organizations utilize podcasting to grow membership and increase awareness. Richard shares how these organizations approach podcasting for ROI that goes beyond the traditional commercial bottom line, building community trust and lasting institutional impact.As he puts it:“Everybody is budget conscious... but when you're working with mission-driven organizations, the ROI looks different.”Here are some insightful moments within the episode:• How mission-based organizations leverage podcasting for community awareness and growth• Why the ROI for non-profits and universities differs from traditional for-profit models• Navigating grants, donations, and communication budgets to fund podcast projects• The importance of authenticity and inclusivity in modern nonprofit messaging• How grassroots education and voter engagement thrive in the podcasting space• Why in-person connections and networking are shaping the future of media strategyRichard Fawal is the founder and CEO of Voxtopica, an agency specializing in helping mission-driven organizations, non-profits, and educational institutions build impactful podcast strategies.Connect with Richard on LinkedIn:Learn more at Voxtopica: Episode Chapters(00:00) – Introduction to Richard Fawal and Voxtopica(01:43) – Where is the money in podcasting for mission-driven groups?(02:44) – Funding non-profit podcasts through grants and donors(04:38) – The unique ROI of non-profit and educational audio(06:12) – Richard’s background in Washington, D.C. and communications(11:20) – Examples of organizational podcasts and community impact(14:19) – Pitching podcast strategies to mission-driven clients(18:27) – Managing stakeholder expectations and budgets(21:59) – Reaching diverse generations and demographics(27:10) – Podcasting as a tool for political campaigns and voter education(36:02) – Integrating podcasting into an overall campaign messaging strategy(41:18) – Key mindset shifts for non-profit podcast success(48:19) – Lessons learned from past challenges and shifting tectonic plates(51:10) – If starting over: Avoiding remote traps and embracing in-person connection(53:47) – What Richard is most excited about moving forward in the podcast industrySome Additional PodBiz Buzz…“Everybody is budget conscious.”“When you like a podcast...Word of Mouth is the number one podcast discovery.”“In person is the theme of 2026.”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 HLS video, dynamic ad insertion, and omnichannel distribution transform podcasting—and creator revenue? In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Jake Shapiro, Head of Creator Partnerships at Apple, about the evolution of video podcasting on Apple Podcasts. Jake shares how Apple is implementing HLS (HTTP Live Streaming) video, opening up new monetization opportunities through dynamic ad insertion, and expanding consumption across Mac OS and tvOS in living rooms worldwide. As he puts it: “Where creators have cultivated a community, that's really where the attention is focused... and the money follows that by and large.” Here are some insightful moments within the episode:• Why loyal audience engagement is the true engine for podcast monetization • How HLS video seamlessly pairs with RSS while keeping creators in full control • The big unlock of dynamic ad insertion (DAI) and visual companions for video ads • Why video expands show reach, boosts completion rates, and supercharges follower growth • New iOS 27 and tvOS updates, including search within shows and living room playback • How human editorial curation and personalized discovery cross global borders Jake Shapiro is the Head of Creator Partnerships at Apple, leading initiatives that support creators and podcast publishers worldwide. A pioneer in open digital media, he previously co-founded PRX (Public Radio Exchange) and RadioPublic, shaping open distribution standards, technology, and listener discovery for the podcasting industry. Connect with Jake on LinkedIn:Learn more about Apple Podcasts for Creators: podcasters.apple.com Episode Chapters (00:00) – Bringing video podcasts to the big screen with tvOS (01:27) – Introduction to Jake Shapiro (01:58) – Where is the money in podcasting? (04:55) – Understanding HLS (HTTP Live Streaming) video (08:06) – Dynamic ad insertion (DAI) and visual companion ads in HLS (10:16) – Technical breakdown: Adaptive streaming and bitrates (12:30) – Preserving RSS as the foundation of open podcasting (13:06) – How video advertising and host reads work in HLS (15:42) – Integrating video podcast content into social and omnichannel strategy (17:23) – Dynamic ad network ecosystem fees and open platform access (20:33) – iOS 27 updates: Mac OS video, transcripts, and living room distribution (22:38) – Search within show: Finding topics, guests, and quotes in archives (24:18) – How editorial curation and personalization drive listener discovery (29:48) – What Jake is excited about: Mixed-mode consumption and industry convergence (31:09) – Six-month data: Big lifts in plays, audience growth, and net new followers (33:25) – Video as an additive channel for new audience discovery (35:00) – Accessibility and automatically generated transcripts (36:28) – What Jake is watching and listening to right now Some Additional PodBiz Buzz…“Where creators have cultivated a community, that's really where the attention is focused... and the money follows that by and large.”“HLS really is a game changer in a lot of ways... a foundation for what we believe will be podcasting's growth in the next era.”“Video isn't reducing what we're doing; it's only adding.” 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.

Can programmatic advertising really open up new revenue streams for mid-tier publishers and independent creators?In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Stacy Newhuis, Senior Vice President of Marketplace at SoundStack, about the evolving business of podcast monetization, ad tech, and industry trends. Stacy shares how SoundStack has evolved to champion tech-agnostic solutions, why mid-tier publishers are finally finding comfort in programmatic buying, and how embracing flexibility and "unreasonable hospitality" builds lasting partnerships.As she puts it:"We're very much of the opinion is, let's try everything and see what works and then grow and learn from what works. Versus penalizing people for what didn't work." Here are some insightful moments within the episode:Where the money is through reach extension and programmatic inventory How programmatic ad tech breathes new life into historical back catalogs Balancing brand safety, brand suitability, and political ad controls Why being tech-agnostic gives independent publishers the freedom to grow Applying "unreasonable hospitality" to customer service and client relationships Navigating the evolving intersection of audio and video podcasting Stacy Newhuis is the Senior Vice President of Marketplace at SoundStack, bringing over a decade of audio industry experience across traffic sponsorships, digital audio exchanges, and marketplace strategy.Connect with SoundStack: www.soundstack.comEpisode Chapters(00:00) – Introduction to SoundStack and the philosophy of failing forward (01:42) – Where is the money in podcasting: Reach extension and programmatic inventory (04:00) – Turning baked-in ads into dynamic revenue opportunities for back catalogs (05:00) – The power of micro-creators and dedicated niche audiences (10:12) – Political advertising trends and granular audience targeting (11:54) – Why mid-tier publishers are shifting into programmatic solutions (14:14) – Stacy's journey into the audio industry and the early days of programmatic (18:33) – Why human connection and trust still drive successful ad buys (21:37) – SoundStack’s tech-agnostic approach and putting publishers first (27:12) – Behind the scenes: Team offsites, travel, and building company culture (30:34) – Delivering "unreasonable hospitality" to top-tier and mid-tier publishers alike (33:21) – Learning from failed integrations and keeping a growth mindset (38:44) – If starting over, why solo traveling and adaptability are essential skills (44:06) – What's next for podcasting: The rise of industry visibility and navigating the video landscape Some Additional PodBiz Buzz…"We're very much of the opinion is, let's try everything and see what works and then grow and learn from what works. Versus penalizing people for what didn't work." "People buy from people they like. I mean, the same is true within the workplace. People are more likely to help out people... when you know somebody is as a friend or as a real person and not just... what they're doing in their role." "Change is inevitable. It's coming. So how well are you going to respond when it does?" 🎧 Follow us on LinkedIn! https://www.linkedin.com/company/podbizpodcast🎧 Subscribe to our newsletter! https://www.podbiz.net/mailing-listA thank you to our sponsors:Lean and Loaf: Your one stop shop for podcast video and audio post production. www.leanandloaf.comPodSEO: A specialized competitive intelligence and growth platform designed to optimize podcasts for search engines, listening apps, and AI assistants. www.podSEO.comA thank you to our media partners:Podnews: Daily news for the podcast and on-demand audio industry www.podnews.netHeadliner / Disco: Disco converts your readers into podcast listeners. Quickly create, clip, and caption podcast videos with ease. www.headliner.appPodBiz 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.

Where is the real money in podcasting, and how can AI bring radical transparency to brand suitability?In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Dr. Tamara Zubatiy, CEO and Co-Founder of Barometer, about brand safety, brand suitability, and the rapid rise of programmatic advertising in podcasting. Tamara shares how she transitioned from researching Human-Centered AI at Georgia Tech to building an engine that processes 50 years of media content weekly—giving major brands the confidence to invest in podcasting while protecting content creators from indiscriminate keyword blocking.As she puts it: “Brand safety is a binary property of content... but brand suitability is about context. A word isn't the same word in every context.”Here are some insightful moments within the episode:• Why programmatic advertising is the fastest-growing revenue channel in podcasting• The critical difference between brand safety and brand suitability• How blunt keyword blocklists accidentally defund news and premium journalism• Opening programmatic monetization opportunities for smaller and mid-tail creators• Navigating the industry measurement debate: downloads vs. impressions• How podcasting has evolved into the foundational anchor for creator content strategiesDr. Tamara Zubatiy is the CEO and Co-Founder of Barometer, an AI-powered brand suitability and contextual targeting platform for podcasting and emerging media. With a PhD background in Human-Centered AI from Georgia Tech, Tamara and her team analyze tens of thousands of hours of audio content weekly to build trust between enterprise advertisers and podcast publishers.Connect with Tamara on LinkedIn: https://www.linkedin.com/in/tzubatiyLearn more at Barometer: https://app.thebarometer.co/Episode Chapters(00:00) The nuance of brand suitability vs. keyword blocking(01:20) Where is the money in podcasting? Programmatic growth(03:29) Chasing niche audiences in real time(05:01) From Georgia Tech PhD to founding Barometer(06:26) Why podcasting maintains unique listener trust(09:39) How programmatic opens monetization for smaller creators(11:33) Moving beyond blunt keyword blocklists(14:29) Brand safety vs. brand suitability explained(18:06) Key takeaways from Podcast Movement NYC(19:03) The measurement debate: Downloads vs. impressions(22:49) The rapid evolution of video podcasting(29:18) Deciphering YouTube’s new view and engaged view metrics(31:08) What enterprise brands require to scale audio ad spend(36:26) Processing 50 years of media weekly with AI & human review(38:52) Real-world case study: 30% CPA reduction & 87% incremental reach(44:03) The future of podcasting as the anchor of content strategySome Additional PodBiz Buzz…“Brand safety is a binary property of content...Brand suitability requires nuance to understand that a word isn't the same word in every context.”“Podcasting is one of the only mediums where you're not being algorithmically fed; listeners open app directories because they know what show they want to hear.”“Early on, being able to be transparent with the community and get feedback in an egoless, honest way is what allowed us to succeed and build trust.”🎧 Follow us on LinkedIn! https://www.linkedin.com/company/podbizpodcast🎧 Subscribe to our newsletter! https://www.podbiz.net/mailing-listA thank you to our sponsors:Lean and Loaf: Your one stop shop for podcast video and audio post production. www.leanandloaf.comPodSEO: A specialized competitive intelligence and growth platform designed to optimize podcasts for search engines, listening apps, and AI assistants. www.podSEO.comA thank you to our media partners:Podnews: Daily news for the podcast and on-demand audio industry www.podnews.netHeadliner / Disco: Disco converts your readers into podcast listeners. Quickly create, clip, and caption podcast videos with ease. www.headliner.appPodBiz 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 podcasting move past guesswork to build true, privacy-first audience demographics?In this episode of PodBiz, Norma Jean Belenky speaks with Emma Raz, Director of Commercial at NumberEight, about the evolution of audience targeting and demographic data in podcasting. Emma shares how number eight was built post-GDPR to move beyond unreliable surveys and household IP tracking, using observed content consumption to deliver precise audience insights for advertisers and creators.As she puts it: “Limitations often lead to innovation. That’s what paved the way for us to think about data in a different way.”Here are some insightful moments within the episode:How programmatic advertising and host-read extensions are reshaping podcast monetizationWhy traditional audience surveys and IP-based matching fall shortBuilding a privacy-first data framework under European GDPR lawsCurrent listener demographic trends, millennial dominance, and true crime subgenresAchieving data parity across audio, streaming, and the new frontier of video podcastingKey career lessons on trust, reputation, and leading lean teamsEmma Raz is the Director of Commercial at NumberEight, an audience intelligence platform specializing in privacy-first contextual and behavioral targeting. With a career background managing high-stakes hardware supply chains in Taiwan and leading business development at AppNext, she joined number eight as its first commercial hire to help scale its technology across digital media and podcasting.Connect with Emma on LinkedIn: https://www.linkedin.com/in/emmaraz/Learn more at number eight: https://numbereight.ai/Episode Chapters(01:55) Where is the money in podcasting?(04:29) Niche audience targeting and podcast lookalikes(07:25) Building audience data in a privacy-first world(10:07) Why IP matching and traditional surveys fall short(12:53) How NumberEight builds observed audience data(17:15) Who is listening to podcasts today?(19:43) Using audience data to shape content(23:17) How advertisers use demographic data(25:04) Bringing data parity to video podcasting(27:52) Navigating omnichannel budgets and agencies(32:23) Emma’s path from cybersecurity to ad tech(38:28) Scaling NumberEight as its first commercial hire(40:03) Why personal reputation builds company trust(42:21) Leading a lean team with a human-first approach(44:26) Growing through partnerships and collaboration(48:15) Adapting when industry shifts don’t go to planSome Additional PodBiz Buzz…“Limitations often lead to innovation.”“Your reputation builds the company's reputation when you're starting this early.”“When you're looking to introduce change, you kind of have to walk people towards innovation.”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.