PodBiz | Where's The Money In Podcasting?
PodBiz | Where's The Money In Podcasting?
Podcast Description
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.
Podcast Insights
Content Themes
The podcast covers various themes related to monetization in the podcasting industry, including advertising revenue, branded content, audience development, and production workflows. Episodes spotlight real-world examples and strategies, tackling questions such as how independent creators can earn significant income and the role of adtech in monetizing shows.
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.
How do you turn a podcast into a system that actually drives revenue?
Chris Stone has spent his career building audiences across legacy media and modern podcast ecosystems. From The Telegraph to the New Statesman, and now through Podcast Strategy Weekly and Podcast Crew, he’s focused on one thing: how content turns into trust, and how trust turns into business.
“The money in podcasting… it depends on where you are in podcasting. If you have massive reach, then obviously advertising and sponsorships… but I think for most people, the money… is using podcasting as a trust building layer within your content ecosystem.”
In this episode, Chris breaks down the layered structure behind high-performing content businesses, why most creators misunderstand monetization, and how to build something people actually want to be part of.
In this episode:
- Why podcasting works best as a trust layer, not a revenue stream on its own
- The “party” framework for building a content ecosystem
- How free content, newsletters, and community connect into monetization
- Why value-first content outperforms aggressive selling
- The role of video in scaling audience growth
- How legacy media strategies translate into podcasting today
- What indie creators get wrong about content and revenue
- Why failing fast is the only real way to grow
Episode Moments:
- (01:22) Where the money in podcasting actually is
- (05:59) The content ecosystem “party” framework
- (11:34) Building Podcast Strategy Weekly and paid conversion
- (16:15) Lessons from legacy media
- (19:03) Branded podcast trends
- (22:53) What works for indie creators
- (29:01) Podcast Crew and industry infrastructure
- (33:42) Video as the biggest growth lever
- (39:58) Audio vs YouTube packaging strategy
- (44:14) How news podcasts build audience
- (48:53) Community as the core driver
- (51:25) Why you have to fail fast
About Chris Stone
Chris Stone is the founder of Podcast Strategy Weekly and Podcast Crew, a professional hiring network for the podcast industry. He is also Executive Producer at the New Statesman, where he leads podcast and video strategy. With a background across The Telegraph and Evening Standard, Chris specializes in audience growth, content strategy, and monetization across media platforms.
Find Chris at Podcast Strategy Weekly: podcaststrategy.substack.com and The Podcast Crew: podcastcrew.co.uk
Some Additional PodBiz Buzz
“I have found that providing as much value up top and for free as possible is really beneficial. People need to know that your content is going to be worth the time.”
“Once a listener has been through those stages… they’re more likely to then go out and tell other people, hey, there’s this great party, come to this party next time with me.”
“And there are going to be… things that you will end up doing that don’t exist right now.”
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.
Disclaimer
This podcast’s information is provided for general reference and was obtained from publicly accessible sources. The Podcast Collaborative neither produces nor verifies the content, accuracy, or suitability of this podcast. Views and opinions belong solely to the podcast creators and guests.
For a complete disclaimer, please see our Full Disclaimer on the archive page. The Podcast Collaborative bears no responsibility for the podcast’s themes, language, or overall content. Listener discretion is advised. Read our Terms of Use and Privacy Policy for more details.