One Year of PodBiz: Where the Money Is in Podcasting?

In this special one-year anniversary episode of PodBiz, hosts Norma Jean Belenky and John Kiernan step away from interviewing a guest to reflect on the biggest lessons from the show's first year.

Together they discuss why they launched PodBiz, the three monetization models that emerged again and again across more than 50 interviews, why transparency is still one of podcasting's greatest competitive advantages, and what creators can learn from some of the industry's most successful companies and independent podcasters.

They also share what surprised them most about producing a weekly show, the emotional decision to release their tribute episode following the passing of podcasting pioneer Todd Cochrane, and why the biggest lesson from Year One is that there isn't just one way to build a successful podcast business.

As Norma Jean says:

"When we don't have transparent conversations around monetization, that's when people get left out."
Here are some of the biggest lessons from one year of PodBiz:

• Why transparency is still podcasting's greatest competitive advantage

• The three revenue models that consistently appeared across more than 50 interviews

• Why niche audiences often outperform bigger download numbers

• What creators misunderstand about sponsorships, advertising, and brand partnerships

• The production systems required to consistently publish a professional podcast

• How sponsorship gave PodBiz something even more valuable than revenue: bandwidth

• The guests and conversations that changed the way we think about podcasting

• What's next for PodBiz as the show enters Year Two

Norma Jean Belenky is the founder of NJB Media, an audience development strategist, and a member of the Board of Governors of The Podcast Academy.

John Kiernan is the founder of Pod House Productions, helping creators and brands launch, produce, and grow podcasts.

Connect with Norma Jean on LinkedIn: https://www.linkedin.com/in/njbelenky/

Connect with John on LinkedIn: https://www.linkedin.com/in/johnkiernanmusic/

Learn more about PodBiz: https://shows.acast.com/podbiz

Episode Chapters

(01:16) Celebrating One Year of PodBiz

(03:02) Why We Started PodBiz

(04:47) Why Transparency Creates Better Podcast Businesses

(06:42) Delivering Real Value Instead of Industry Buzzwords

(09:09) Three Podcast Monetization Models That Actually Work

(11:26) Why Niche Podcasts Attract Better Sponsors

(14:14) What Advertisers Want Every Creator to Understand

(17:17) Remembering Todd Cochrane

(21:47) What It Really Takes to Produce a Weekly Podcast

(23:17) PodBiz's Biggest Wins During Year One

(26:09) Why Sponsorship Changed the Way We Build the Show

(28:42) Building Partnerships That Support Podcast Growth

(29:15) Never Be Afraid of Your Numbers

(30:53) Looking Back at More Than 50 Incredible Guests

(36:56) What We're Building in Year Two

(38:00) Where Is the Money in Podcasting?

Some Additional PodBiz Buzz..."When we don't have transparent conversations around monetization, that's when people get left out.""That's when people miss the opportunity to go from hobbyist creator to professional media company.""The hardships of running a show is just being consistent.""It never occurred to me that we would have bandwidth.""Never be afraid of your numbers. Never be afraid of your metrics."

Thank you to our sponsors:

Lean and Loaf

Your one stop shop for podcast video and audio post production.

www.leanandloaf.com

Podnews

Daily news for the podcast and on-demand audio industry.

www.podnews.com

Headliner / Disco

Disco converts your readers into podcast listeners. Quickly create, clip, and caption podcast videos with ease. Turn one full-length video into optimized, accessible podcast clips.

www.headliner.app

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.