Creative Work, Real Revenue: Jeff Umbro on What Makes a Podcast Business Last

How do you build a podcast business that lasts- not just creatively, but financially?

In this episode of PodBiz, host Norma Jean Belenky sits down with Jeff Umbro, Founder and CEO of The Podglomerate, to talk about what it really takes to grow a sustainable podcast company in 2025.

Jeff shares how his background in book publicity shaped his approach to audience development, why choosing the right clients matters more than chasing big names, and how he built a business by focusing on people, fit, and long-term partnerships.

As he puts it:

“Work with people that you’re comfortable working with and don’t work with people that you’re not. It sounds simple, but if it’s not the right fit, it’s not going to have a good ending for anyone.”

He also breaks down the realities of running a podcast agency from eight distinct revenue models to the constant balance between creative ambition and what keeps the lights on:

“Do what works. If you can do that enough, then everything else can start to fall into place.”

Whether you’re an indie creator, a brand exploring audio, or someone building a podcast business of your own, Jeff offers a grounded, honest, and deeply practical playbook for turning creative work into real revenue.

Episode Chapters

(00:05) Why fit matters more than prestige in client partnerships

(01:03) Introducing Jeff Umbro and the origin of The Podglomerate

(02:48) Where Jeff sees the money in podcasting today

(04:13) Building community as a foundation for growth

(05:20) From book PR to podcast production

(07:09) Early traction and the shift to full-service representation

(08:42) Doing what works and why creative ambition needs revenue behind it

(10:25) Empowering teams and building a company that lasts

(11:19) Trusting your gut in client and collaborator selection

(12:49) Why understanding your audience is core to every revenue model

(15:28) What most people misunderstand about podcast PR and launches

(17:21) Sustainable growth over “big splash” thinking

(19:02) Collaboration, transparency, and the podcast industry’s unofficial code

(20:28) The future of podcast businesses and where Jeff sees opportunity

Guest Bio

Jeff Umbro is the Founder and CEO of The Podglomerate, a creator-first podcast company producing, marketing, and monetizing shows for major publishers, media companies, and independent creators. His work has helped shape some of the industry’s most successful launches and long-running series, grounded in a philosophy of strategic partnership, thoughtful storytelling, and sustainable growth.

Connect with Jeff

LinkedIn: https://www.linkedin.com/in/jeffumbro/

Podglomerate WebsiteL https://podglomerate.com/

Some Additional PodBiz Buzz…“If it’s not something you’re proud of, nobody else will be proud of it either.”“You can’t fake growth. Consistency and community are what get you there.”“There’s always another shift coming in this industry, and that’s part of the fun.”

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

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