PodBiz | Where's The Money In Podcasting?

How do you make a great podcast easier to find?Andrea De Marsi, founder and CEO of PodSEO and co-founder of Spreaker, joins PodBiz to break down one of podcasting’s longest-running challenges: discoverability.Andrea explains why simply creating great content is not enough. Podcasters also need to think like marketers, from optimizing how their shows appear in Apple Podcasts and Spotify to building a presence across search, social media and increasingly, AI platforms like ChatGPT and Gemini.“Podcasting is basically a product like any other product, and it needs a little bit of time and effort to make it popular, to make it discoverable, so that people can discover it, like it, enjoy it and become loyal to it.” — Andrea De MarsiThe conversation also looks back at Andrea’s journey building Spreaker, its merger with BlogTalkRadio and eventual acquisition by iHeart Media. He shares what he learned about programmatic advertising, adapting a startup to changing markets and maintaining company culture through rapid growth and acquisition.In This Episode• Why audience growth remains the foundation of podcast monetization• Why podcasters need to develop a marketing mindset• How podcast search differs from traditional web search• Why Apple Podcasts and Spotify can make discovery difficult• How AI is creating another opportunity for podcast discovery• Why consistent short-form content can support audience growth• How Spreaker evolved from web radio into a podcast hosting platform• What helped programmatic advertising work for independent creators• How Spreaker maintained its startup culture through acquisition• Why founders need to know when to pivot — and when to let something goEpisode Chapters(01:58) Where is the money in podcasting?(04:16) Why podcasters struggle with marketing(09:25) Building a marketing mindset with PodSEO(12:54) Why podcast discovery is still difficult(19:41) Using social clips to feed discovery(22:51) How Spreaker got started(27:18) Merging Spreaker and BlogTalkRadio(31:20) Betting on programmatic podcast advertising(36:20) Building a strong company culture(38:41) Navigating the iHeartMedia acquisition(43:09) Podcasting’s wave of consolidation(46:45) Learning to adapt outside your comfort zone(49:02) Measuring entrepreneurial success(50:50) Why employee retention matters(52:34) What Andrea would do differently(55:07) What makes podcasting uniqueAbout Andrea De MarsiAndrea De Marsi is the founder and CEO of PodSEO, a platform designed to help podcasters improve discoverability across podcast apps, search, AI and social media. He previously co-founded Spreaker, helping grow the company from an early web-radio platform into a major podcast hosting and monetization business before its acquisition by iHeartMedia. His background spans engineering, podcast technology, programmatic advertising and entrepreneurship.Some Additional PodBiz Buzz“What we are actually creating is more like a tool that helps you get into the mentality of a marketer, so that you do all the necessary steps in order to market your product.”“You have to cover the search engines of the listening applications, but you also have to cover the recommendations of the AI engines. You have to cover your web presence. You have to cover the websites that are talking about podcasts and making recommendations.”“Companies are not the technology that they produce. Companies are not the data center where the software runs. Companies are made by people. If you are able to attract the right people, and if you nurture the culture of the company in a certain way, then you can succeed.”“Podcasting is unique. There’s a higher quality of the content. There’s a higher quality of the topics. They are less cliché, and they do not necessarily follow fashions and trends. You can find real gems within the podcast industry that are more difficult to find in other media.”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 happens when a podcast conference stops trying to be everything to everyone and starts creating the right experience for the people actually in the room?Podcast Movement is heading to New York September 17th and 18th and with a completely reimagined format, and Molly DeMellier, Head of Communications at Sounds Profitable, joins PodBiz to break down what attendees can expect.This year separates the business side of podcasting from the broader creator conference, with the Sounds Profitable Business Summit bringing buyers and sellers together early in the week before Podcast Movement takes over Terminal 5 on Thursday and Friday. The goal? More focused conversations, stronger connections and programming designed around what attendees actually want to learn.As Molly explains:“We have seen conferences across industries that have just gotten bigger and bigger. And in trying to reach everybody, they consequently speak to nobody.”We also get into why New York and September matter, the decision to eliminate paid sessions from the Podcast Movement stages, bringing new speakers and perspectives into the industry, and why a $199 ticket is central to making the event more accessible to creators.“We really felt strongly that what occurs on stage should be what the industry wants to hear from.”In this episode we discuss,Why Podcast Movement redesigned its conference formatWhat separates the Sounds Profitable Business Summit from Podcast MovementBringing nearly 200 media buyers into the roomWhy Podcast Movement moved to New York and SeptemberMaking the conference more accessible for independent creatorsHow community voting helped shape this year’s programmingWhy Podcast Movement eliminated paid stage sessionsBringing new speakers, audiences and industries into podcastingHow Sounds Profitable is helping podcasting reach beyond its own echo chamberEpisode Chapters(02:12) Welcome back Molly DeMellier(02:51) Where the money is in podcasting now(04:49) Molly’s journey to Sounds Profitable(08:00) Taking podcast research beyond the echo chamber(11:45) Video, creators and the changing podcast landscape(19:56) Why Podcast Movement changed its format(20:36) Inside the Sounds Profitable Business Summit(21:38) Bringing media buyers into the room(24:30) The week’s new Podcast Movement schedule(25:57) How the community helped choose the sessions(30:02) Why Podcast Movement moved to New York(32:03) Why September matters(33:31) Making Podcast Movement more accessible(35:04) Putting the right people in the right rooms(38:31) Why there are no paid sessions on stage(41:10) What Molly is looking forward to at Podcast Movement(44:24) Bringing new people into podcastingGuest BioMolly DeMellier is Head of Communications at Sounds Profitable, where she leads communications for the organization, Podcast Movement events and a growing roster of industry partners. Her podcasting career has included roles with Acast and Sundaze PR, and today her work spans media relations, content, marketing and communications strategy across the podcast industry.Some Additional PodBiz Buzz“In trying to reach everybody, they consequently speak to nobody.”“I think people will feel this year that for the first time, it’s the right people are in the right rooms.”“We really felt strongly that what occurs on stage should be what the industry wants to hear from.”“There was no cherry picking. There was no money spent to be able to get on stage.”“The lineup is not familiar to me, which is something that I think is really exciting.”Join Us at Podcast Movement NYCPodcast Movement NYC takes place September 17–18 at Terminal 5 in New York City, with two days of programming, five stages, more than 80 sessions, networking and live podcast recordings.General Admission tickets are $199.Get your ticket here:https://2026.podcastmovement.com/pm/registrationPodBiz 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.

If advertisers already understand the value of podcasting, what needs to happen for the industry to capture a bigger share of their budgets?David Krulewich, founder and CEO of Mission Media AI, joins PodBiz to look at where the money is moving across podcasting and the wider advertising ecosystem.David makes the case that the opportunity is no longer limited to selling podcast ads show by show. Advertisers are increasingly buying audiences, demographics and interests across large groups of content. For independent creators, that creates opportunities for highly specific shows with loyal audiences, even before they reach massive download numbers.But the bigger question is how podcasting competes for advertising dollars currently flowing into video, social and CTV. David argues that podcasting needs to become a truly omnichannel format, with audio remaining valuable while video, YouTube and new forms of distribution open the industry to much larger advertising budgets.“It's no longer a question by brands if they need to be spending in podcasting, the answer is yes.”“We're going to get more money in podcasting when we are creating podcasts that have video and we can get video dollars.”In this episode, we cover:Why audience-driven and contextual targeting are becoming more important to podcast advertisingHow smaller, niche podcasts can create valuable direct sponsorship opportunitiesWhy creators should think beyond the audio feed when building their businessesHow video could give podcasting access to significantly larger advertising budgetsThe growth of sports wagering, prediction markets and the advertising ecosystem surrounding themWhy distribution may matter just as much as content as podcasting evolvesWhat David has learned about entrepreneurship, partnerships and building Mission Media AIAbout David Krulewich:David Krulewich is the founder and CEO of Mission Media, a media and technology company connecting brands, creators and audiences across podcasts, streaming audio, CTV and digital media. Since launching in 2025, Mission Media has delivered more than one billion ad impressions and generated millions in revenue for creators and media partners.Previously, David held leadership roles at Audiohook and Katz Digital, where he oversaw more than $100 million in annual media spend across streaming audio and podcasting. He also co-founded Audiology, later acquired by Katz Digital, and has been part of three successful exits across his career in digital media and advertising.Episode Moments:(02:02) Where is the money in podcasting?(04:44) Why creators need a YouTube presence(09:47) When a smaller podcast becomes commercially valuable(16:44) How brands now view podcast advertising(17:42) Why podcasting needs video dollars(28:45) Sports betting, prediction markets and media(43:58) What entrepreneurship taught David about partnerships(47:25) Why distribution is king nowSome Additional PodBiz Buzz:“You have to take calculated risks and you have to be dedicated to service.”“You can really start to create a small business, an enterprise business off of a very small audience.”“Advertisers follow audiences.”“Let's be service. And then the money will flow after that.”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 separates a podcast ad campaign that drives real business results from one that simply delivers a large number of impressions?Andy Maxwell, co-founder of Earmax Media, joins PodBiz to explain why successful podcast advertising starts with understanding exactly what a brand is buying. Audience fit, ad position, campaign measurement and the quality of the creative all affect whether a listener takes action.As Andy puts it:“If you can double down on that audience and that niche, the reach figure doesn't matter as much. It's the community that you build and you can charge a premium for that community.”Andy breaks down why niche podcasts can outperform larger shows, how pre-roll and mid-roll position affect performance and why a low CPM does not necessarily represent good value. He also explains how brands can track website visits, leads, purchases and return on ad spend rather than treating impressions as the final result.“You cannot overlook the importance of a great audio creative ad when it's in these, you know, let's say it's the perfect media plan. If you've got a shit ad, it's still going to do badly.”Here are some insightful moments within the episode:Why brands should focus on conversions instead of cheap reachHow niche audiences create more valuable advertising opportunitiesWhy first position within an ad break can improve performanceWhat brands misunderstand about impressions, downloads and listenersHow pixels, landing pages and discount codes measure resultsWhy podcast ads need creative built for the listening environmentWhen sponsoring an established podcast is smarter than launching a short branded seriesHow video dynamic ad insertion could unlock evergreen inventoryAbout Andy MaxwellAndy Maxwell is the co-founder of Earmax Media, a podcast media buying agency working with brands across the UK and Australia. He began his career at a brand agency before moving into broadcast PR, branded podcast strategy and podcast advertising. Andy also produced Whiskey Legends, an eight-part documentary podcast with his grandfather about the evolution of the whisky industry.https://earmaxmedia.com/our-workEpisode Chapters(01:28) Where is the money in podcasting?(05:39) Why conversions matter more than cheap reach(08:08) How niche podcasts drive stronger results(10:41) Measuring podcast advertising performance(13:00) Active attention versus passive listening(17:20) What brands misunderstand about podcast inventory(19:58) Why premium ad placement matters(24:44) Building Earmax Media(30:23) Podcast advertising in the UK and Australia(33:23) Podcasting as the hub of a creator campaign(35:04) Why great creative still matters(36:35) Producing Whiskey Legends with Andy’s grandfather(38:43) Why branded podcasts need promotion(43:48) What Andy would do differently(45:39) The future of video podcast advertisingSome Additional PodBiz Buzz...“An impression in the podcast environment is so much more valuable than in a broadcast radio environment.”“Ultimately every single podcast host is a creator.”“If you're a brand and you've got $50,000 or pounds or whatever and you're thinking, oh, we want to have a branded podcast, I would strongly advise, unless you're willing to commit to that podcast long term, as in weekly or biweekly for years, you're much better off sponsoring podcasts with a built in audience already of exactly who you want to reach and hosts that you trust, and just kind of piggyback off of their success.”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 does it take to build a sustainable podcast business now that the easy money has disappeared?Helen Parker, managing director and co-founder of Strange Magic, joins PodBiz to discuss what podcasting looks like as the industry moves beyond its speculative boom years and into a more mature phase.Drawing on her background in technology and nearly six years leading Chalk & Blade, Helen explains why production companies need honest budgets, experienced teams and clearer expectations from the start.“It's not a dying industry in any way, shape or form. It's just an industry that's growing up a bit.” — Helen ParkerThe conversation explores why branded podcasts should not feel like infomercials, why producers need to respect the audience knowledge brands already have and why creative ambition must connect to business goals. Helen also explains why client management should not be pushed onto junior producers, how unrealistic rates damage the freelance ecosystem and why direct communication prevents bigger problems later.In This Episode• Why podcast funding is now spread across more revenue sources• How branded podcasts can serve business goals without becoming adverts• Why brands and production teams need to listen to each other• The hidden workload behind professional podcast production• Why experienced client-facing leadership keeps projects on track• How freelance rates, realistic budgets and sustainability are connected• How Podcast in Paradise combines creativity with business planningEpisode Chapters(01:44) Where is the money in podcasting?(03:30) The end of easy money in podcasting(08:10) Why the industry needed to grow up(11:08) From the tech boom to podcasting(18:31) Building Chalk & Blade organically(20:12) Matching branded podcasts with business goals(23:19) Setting honest expectations with brands(25:40) Why producers need to listen to brands(28:11) Creating content audiences already want(31:23) AI, transcripts and podcast discovery(36:22) Launching Strange Magic(38:43) Why professional podcasts need experienced teams(42:09) The reality of freelance podcast rates(45:04) Building revenue beyond advertising(47:18) Why being direct matters(49:32) How much branding will listeners accept?(52:43) What Helen would do differently(54:25) Creating Podcast in Paradise(58:01) Why podcasting is growing upAbout HelenHelen Parker is the managing director and co-founder of Strange Magic. She previously served as managing director of Chalk & Blade, working across branded podcasts, investigative series, commercial strategy and client relationships. Her background in technology and business helps her connect creative production with practical goals, budgets and long-term sustainability. www.strangemagicstudios.comSome Additional PodBiz Buzz“For a lot of people, it feels like it's everywhere and also nowhere.”“There's no point in pitching or making a treatment that isn't authentic to the brand.”“Prepare to be underestimated about the level of work everything takes at all times in your career.”“I think being direct.”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.