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PodBiz | Where's The Money In Podcasting?

PodBiz | Where's The Money In Podcasting?

著者： Norma Jean Belenky & John Kiernan
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Where's the money in podcasting? Hosted by Norma Jean Belenky and John Kiernan, PodBiz dives into the strategies, trends, and tools driving podcast monetization and industry growth. From ad revenue and branded content to audience development and production workflows, we spotlight the real business behind the mic.

Each week, we speak with creators, executives, and innovators answering the one question on everyone’s mind: Where’s the money in podcasting?

Whether you're monetizing your show, launching a network, or just obsessed with the space, PodBiz is your insider guide to podcasting’s biggest opportunities.

Listen to new episodes every Monday- Let’s get down to PodBiz!

Hosted on Acast. See acast.com/privacy for more information.

Norma Jean Belenky & John Kiernan マーケティング マーケティング・セールス 出世 就職活動 経済学
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  • The Legal Side of Podcasting with Gordon Firemark

    The Legal Side of Podcasting with Gordon Firemark
    2025/11/03
    How legally protected is your podcast?


    In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Gordon Firemark, entertainment and media attorney known as The Podcast Lawyer™. Gordon shares how podcasters can protect their work, structure their businesses, and avoid the mistakes that cost creators time and money.


    He explains why “fair use” isn’t a safety net, why every show needs clear contracts, and how creators can think strategically about the business side of podcasting.


    As Gordon puts it:

    “You don’t want to walk up to a vending machine that says haircuts $1 and stick your head in the hole. Maybe you get a decent haircut, maybe you lose an ear. That’s what happens when you take a shortcut on something that actually matters.”


    Here are a few key takeaways from this episode:
    • The top legal pitfalls podcasters overlook
    • Why fair use doesn’t mean what most think
    • How contracts protect co-hosts, guests, and editors
    • When and why to form an LLC for your podcast
    • Why ownership agreements matter for brands and collaborations
    • The future of podcast discovery and YouTube’s legal implications


    Guest Bio:

    Gordon Firemark, The Podcast Lawyer™, is an entertainment and media lawyer, podcaster, and educator known as The Podcast Lawyer™. He helps creators and companies protect their IP, contracts, and business structures. Gordon is the author of The Podcast, Blog, and New Media Producer’s Legal Survival Guide and host of Entertainment Law Update and Legit Podcast Pro.


    Connect with Gordon Firemark:

    Website: https://gordonfiremark.com

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





    Episode Chapters

    (00:30) The $1 Haircut Analogy

    (01:05) Welcome to PodBiz

    (02:19) Where’s the Money in Podcasting?

    (03:03) From Theater to Media Law

    (05:27) Why Podcasting Isn’t Radio

    (08:25) Making Legal Education Accessible

    (09:11) Templates, Courses, and the DIY Legal Toolkit

    (10:12) The $1 Haircut Rule

    (12:08) Treating Your Podcast as a Business

    (14:22) Top Three Legal Mistakes Podcasters Make

    (16:46) StoryBrand and Making the Client the Hero

    (18:36) Quality Over Quantity

    (18:52) The Future of Podcast Discovery

    (21:14) Audio First, Video Smart

    (22:10) Closing Takeaways





    Some Additional PodBiz Buzz...“Getting people to pay you is great, but getting to keep the money they pay you is even better. If you don’t have contracts and clear ownership, you’re one disagreement away from losing it.”“Fair use isn’t a shield you can hide behind. The best way to stay safe is to get permission or make it yourself.”“Every podcast creates intellectual property. The sooner you treat it like a business, the more control you keep.”“Good audio, clear intent, and understanding your rights matter more than a perfect studio setup.”

    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.
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    22 分
  • Measuring ROI and Brand Lift on Branded Podcasts with Stevie Manns

    Measuring ROI and Brand Lift on Branded Podcasts with Stevie Manns
    2025/10/27
    Can working for a brand truly be where the money is in podcasting, and what metrics prove the ROI?


    In this episode of PodBiz, Norma Jean Belenky speaks with Stevie Manns, a producer with a background in both finance and media who currently works on the branded podcast The Bid for BlackRock. Stevie shares their journey of realizing a passion for podcast production and strategy during the pandemic and how they now apply their over a decade and a half of industry experience to help brands achieve significant return on investment and exposure.


    As Stevie puts it:

    "The podcast that you’re listening to at the end of the day is the tip of the iceberg ,5,%.. and 95% of it is what you don’t see below the surface".


    Here are some insightful moments within the episode

    • Why working for a brand remains one of the most reliable income paths in podcasting

    • How branded podcasts drive ROI through brand lift, thought leadership, and audience trust

    • What metrics actually matter, from subscriber growth to consumption rate

    • Why a 75 percent completion rate is “really, really good” for a branded show

    • How Stevie’s transition from finance to production led to purpose-driven work

    • The importance of caring deeply about your subject matter, even in complex topics

    • Why understanding your limitations and collaborating with experts builds stronger shows

    • How creative brand storytelling is evolving and why now is the time for bold ideas


    Stevie Manns (they/them) is a producer currently working with BlackRock on their podcast, The Bid. They have a long professional background in finance and a creative background in music and radio, which they combined to pivot into podcast production and strategy. Stevie also works on independent projects, including the Star Trek podcast Set Phasers.


    Learn more about Stevie's work at http://steviemanns.com


    Episode Chapters

    (00:00) Where is the money in podcasting?

    (01:01) The value and ROI of a branded podcast

    (03:16) The halo effect and brand lift

    (04:50) Podcasts as “top of funnel” thought leadership

    (05:38) ROI as a function of content need, subscribers, and consumption rate

    (06:49) Defining a high consumption rate for brands

    (07:22) Stevie’s unconventional path into podcasting

    (09:56) The existential COVID question and realizing a passion for production

    (11:43) Combining finance experience with production passion

    (12:01) Independent projects, including work with a Ukrainian journalist

    (14:25) The key mindset: caring about the subject matter and telling a story

    (15:38) What people may not know about the producer’s role

    (17:49) Advice for creators: knowing your limitations and not trying to do it all

    (19:14) Thoughts on regrets and the future career path

    (20:52) Excitement for industry growth, new listeners, and brand creativity

    (22:57) Examples of creative brand podcasting


    Some Additional PodBiz Buzz…“I do think there is a lot of money in working for a brand, whether it’s a corporate or whatever, but I really think that’s where it is”“76% of them prioritize like thought leadership as what their podcasts will provide for you to eventually kind of think over time”“You should be looking for a need and you should be filling that need.”“I have a passion for the subject matter in general and trying to find a way to tell that story.”“The secret to great audience development and to making a great show is labor.”

    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.
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    25 分
  • Hot Takes on Money In Podcasting, Ad Tech, and Community with Dane Cardiel of Good Tape

    Hot Takes on Money In Podcasting, Ad Tech, and Community with Dane Cardiel of Good Tape
    2025/10/20

    Where's the best place to make money in podcasting in 2025?


    In this episode of PodBiz, Norma Jean Belenky speaks with Dane Cardiel, Founder and Publisher of Good Tape, about the business, culture, and ethics of the podcasting industry. Dane shares his "two answers" to the question of where the money is, the crucial role of community, and his journey from being the first non-CTO employee at Simplecast to launching a physical print magazine dedicated to the craft of audio.


    As he puts it: “Podcasting... really is one of the only mediums a talent can actually have ownership over and really control their voice, their distribution, their monetization, sort of the full stack that other mediums really don't have any access to.”


    Here are some insightful moments within the episode:

    • Where Dane Cardiel believes the money is in podcasting—with a hot take and a deep dive into community-building.

    • The "Autonomous" and "Participatory" community quadrants where financial success is located.

    • The ethics and responsibility of the podcast medium, which allows talent to control their voice, distribution, and monetization.

    • Dane's journey from being the first non-CTO employee at Simplecast to a VP role in ad tech.

    • The one key mistake Dane observed in ad sales: the widespread lack of audience surveys.

    • Why Good Tape, a physical magazine, was created to elevate cultural coverage and shift the industry to be more active in the broader "creator economy."


    Dane Cardiel is the Founder and Publisher of Good Tape, an independent print magazine and creative studio dedicated to the craft and culture of podcasting. He previously held leadership positions at several podcast companies, including serving as VP of Creator Partnerships at Gumball and being an early employee at Simplecast.


    Connect with Dane on LinkedIn: https://www.linkedin.com/in/danecardiel/


    Check out Dane's write up, Cashing In On Podcast Communities: https://offtherecrd.substack.com/p/cashing-in-on-podcast-communities


    Episode Chapters

    00:00 – The tea is hot

    01:07 – Welcome to Podbiz & Introducing Dane Cardiel

    01:37 – Where is the money in podcasting?

    02:18 – The second answer: Community

    03:09 – Dane's community chart and quadrants

    04:58 – Discussing Good Tape and Dane's advocacy

    08:29 – Podcasting as a double-edged sword and medium ownership

    11:07 – "We're going to grow old together" and shared values in the industry

    16:40 – Dane's career trajectory: Simplecast

    18:46 – Selling air: the enterprise side of Simplecast

    21:51 – Transition to ad tech: Headgum and Gumball

    23:38 – What podcast categories sell in ad tech

    25:41 – The biggest learning in ad sales: the lack of audience surveys

    30:42 – The Good Tape journey

    35:12 – Key moves and mindset: producers and 'business-leaning' talent

    37:00 – The difficulties in the industry (layoffs, competition)

    39:03 – The future of audio-only and community

    45:16 – If starting over, what Dane would do differently

    45:36 – What Dane is most excited about: Creator Economy


    Some Additional PodBiz Buzz…

    “The ability to influence that ability to oscillate that that shared equilibrium of values like, to a center that I feel more comfortable with... that feels like it's within my control.”


    “We have to be in this like new entertainment space and be a contributor to that conversation, not just a passive recipient of it.”

    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.
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    47 分
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