PodBiz | Where's The Money In Podcasting?

Can raising $300,000 on Kickstarter change the playbook for independent podcast monetization?In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Myke Hurley, co-founder of Relay FM and co-host of Designed in California, about the realities of building a sustainable podcast business. Myke shares how an Apple 50th-anniversary special episode on Upgrade sparked a runaway Kickstarter campaign that raised over $311,000.As he puts it:"The key has always been with monetization for podcasting is to not set out to get it. I think people that are like, 'I want to make money, I will start a podcast,' they will very quickly realize that that's not a path."Here are some insightful moments within the episode:🎧 Why chasing quick money in podcasting fails🎧 How Designed in California turned an episode idea into a $300K+ Kickstarter success🎧 The importance of delivering a finished product or proof-of-concept during crowdfunding🎧 Why labor, licensing, and production quality separate good work from great work🎧 Navigating the current video podcast trend with a healthy dose of skepticism🎧 The personal sacrifices required to build an independent podcast networkMyke Hurley is the co-founder of Relay FM and co-host of popular shows including Designed in California, Upgrade, and The Pen Addict. With nearly 15 years of professional experience in the industry, he has pioneered independent network infrastructure, creator memberships, and community-driven fundraising.Connect with Myke on LinkedIn:Learn more at Relay FM: www.relay.fmEpisode Chapters00:00 – Introduction & where the money is in podcasting03:00 – Why monetization shouldn't be your starting point06:06 – The origins of Designed in California09:11 – Using Kickstarter to pre-sell memberships15:19 – The intense strategy behind a successful Kickstarter campaign22:00 – Reinvesting a $300K budget into elite production value and licensing25:06 – A healthy skepticism around the video podcast bubble32:59 – The real price of success: Time and sacrifice34:47 – Myke's 15-year journey: From 70dB to founding Relay FM40:27 – Giving back: Raising millions for St. Jude Children's Research Hospital50:00 – If starting over today, what Myke would do differentlySome Additional PodBiz Buzz…"None of these endeavors are a way to find a quick buck.""The path to success is sacrifice. You have to be willing to give something up.""Podcasting is a medium that can hyper serve niches. It's what makes it so incredible."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 ad tech and host authenticity coexist to unlock big revenue for podcasters of all sizes?In this episode of PodBiz, Norma Jean Belenky and John Kiernan sit down with Molly Ponzo, VP of Ad Product for SiriusXM Media and AdsWizz, to explore the evolving landscape of podcast monetization. Molly breaks down how advertising has shifted from traditional host-reads to scalable, dynamic network buying—and how mid-size and smaller creators can leverage these tools to grow their revenue alongside major network slates like Call Her Daddy and Giggly Squad.As she puts it: “That is what we’re here for: connecting brands to fans.”Here are some insightful moments within the episode:Where the money in podcasting is moving and how ad buying is scaling across slatesHow programmatic technology and Dynamic Ad Insertion (DAI) open doors for mid-sized creatorsProtecting creator trust and authenticity while introducing automated ad workflowsThe transition from audio-only feeds to an omnichannel strategy (video, HLS, social, newsletters)Why "easy to buy and easy to try" is the key to bringing non-traditional advertisers into audioWhat product managers and ad tech teams look at when packaging high-profile vs. niche showsMolly Ponzo is the VP of Ad Product for SiriusXM Media and AdsWizz, bringing over 15 years of experience leading ad technology innovation across Pandora, AdsWizz, and SiriusXM's podcast network ecosystem.Connect with Molly on LinkedIn:Learn more about SiriusXM Media:Episode Chapters(00:00) – Connecting brands to fans: the core mission of ad tech(01:10) – Where is the money in podcasting today?(03:38) – Supporting mid-size and smaller creators through audience buying(06:36) – Redefining podcasting: from audio RSS to video and social(10:19) – Molly’s journey: 15 years across Pandora, AdsWizz, and SiriusXM(14:02) – The shift from baked-in ads to dynamic ad insertion (DAI)(16:48) – Protecting creator trust and brand suitability in dynamic environments(22:49) – The key milestone: opening the programmatic aperture(26:42) – Packaging ad inventory for major slates and creators(31:34) – Maintaining authenticity in host-reads vs. automated ads(36:04) – What makes a show easy (or hard) to sell to advertisers?(39:53) – Proving audio ROI and measuring performance against video/display(44:06) – How programmatic advertising works behind the scenes(49:11) – Looking around the corner: planning platform architecture for video & social(53:37) – The future of podcasting: open ecosystems, creator empowerment, and new media formatsSome Additional PodBiz Buzz…“Advertising is always about: did the money I spend give me the results that I want?”“Audio already has its own challenges getting on every media plan. The only way to get people to buy audio is to make it easy.”“You have to be able to trust these creators, know the audience that’s there, and understand that authenticity meets requirements.”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 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.