PodBiz | Where's The Money In Podcasting? Podcast By Norma Jean Belenky & John Kiernan cover art

PodBiz | Where's The Money In Podcasting?

PodBiz | Where's The Money In Podcasting?

By: 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 Career Success Economics Marketing Marketing & Sales
Episodes
  • How HubSpot Built a Podcast Network That Actually Drives Business Value with Carly Baker

    How HubSpot Built a Podcast Network That Actually Drives Business Value with Carly Baker
    Mar 23 2026
    What does it actually take to build a media network inside a company like HubSpot?As Head of Media Partnerships at HubSpot Media Network, Carly Baker joined shortly after the acquisition of The Hustle and helped grow what started as a small collection of shows into a multi-platform media ecosystem spanning podcasts, YouTube, and newsletters.In this episode of PodBiz, Carly breaks down how HubSpot approaches creator partnerships, what makes a show valuable today, and how podcasting fits into a broader media strategy.At the center of that shift is a more expansive view of monetization.“People are scrambling to try to figure out how to monetize directly through their audience… and to have more control sort of financially.”That doesn’t replace advertising, but it does change how creators and networks think about building sustainable businesses.It also changes how success is evaluated.“Size does not matter… we have shows and newsletters and YouTube channels that we work with of all shapes and sizes.”This conversation looks at how media companies are thinking about audience, distribution, and long-term value across platforms.In this episode, we cover:• How HubSpot built a podcast, YouTube, and newsletter network from one acquisition• Why monetization is expanding beyond a single revenue stream• Why downloads are becoming a misleading metric for audience value• How HubSpot evaluates shows beyond audience size• The difference between audio and video as separate products• How YouTube search vs browse shapes growth strategy• Why newsletters are becoming critical for audience ownership• The role of trust, brand safety, and alignment in creator partnershipsAbout Carly BakerCarly Baker is Head of Media Partnerships at HubSpot Media Network, where she leads partnership and growth strategy across podcasts, newsletters, and video. She has spent the past four years building sustainable audience growth for shows like My First Million and Goal Digger, with a focus on distribution-first strategy and long-term impact.Connect with Carly BakerLinkedIn: https://www.linkedin.com/in/carlycbaker/Episode Chapters(01:11) Introduction to Carly Baker and HubSpot Media Network(01:53) Where the money is in podcasting today(02:45) The shift toward direct audience monetization(04:08) Why audience trust is the foundation of revenue(05:37) The evolution of podcast advertising(08:06) Building HubSpot’s media network after The Hustle acquisition(12:16) What actually makes a podcast successful today(14:23) The confusion around modern podcast metrics(17:26) Why creator relationships drive long-term success(21:51) Video strategy and YouTube growth(23:55) Search vs browse content on YouTube(28:42) Audio vs video as fundamentally different products(31:57) Monetization differences across platforms(36:09) Why relationships matter more than metrics(39:49) The role of newsletters in owning your audience(41:37) Substack, community, and direct audience connection(46:48) Long-term strategy vs chasing trends(47:59) What’s next: IRL events and private communitiesSome Additional PodBiz Buzz“Being able to give the audience a chance to directly support those creators that they love and trust is something that I think we’re seeing a lot more and will continue to see.”“We’re not in the business of being transactional with creators… we really want to work one-on-one with the person to be able to provide them that individualized growth support.”“If your audience is not on YouTube, that’s fine… you don’t have to be everywhere. You just need to double down where they are.”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.
    Show more Show less
    50 mins
  • What Podcasting Can Learn From YouTube Growth with Rox Codes

    What Podcasting Can Learn From YouTube Growth with Rox Codes
    Mar 16 2026
    Is podcasting focusing on the wrong metrics?

    For years, the business conversation around podcasts has centered on CPMs, ad fill rates, and monetization mechanics. But Rox Codes believes the bigger opportunity lies somewhere else entirely: growth.

    Rox is the CEO and co-founder of Flightcast, a platform built with Steven Bartlett that brings YouTube-style analytics and experimentation into podcast publishing. His background comes from the YouTube creator ecosystem, where content strategy revolves around testing, packaging, and constant iteration.


    As Rox puts it:

    “The money in podcasting traditionally has been where can I find an extra dollar? Like how do I up my CPM or my ad fill rate… fill rate and CPM. But if you made the episode better, you’d hit another mid-roll. If you got people to listen 5% longer, you’d hit another mid-roll.” In the YouTube world, creators obsess over packaging: thumbnails, titles, and audience retention.

    Rox argues that podcasting can learn from that playbook.

    “On YouTube, if you want to make an extra dollar and you’re getting 1,000 views, you have one option. You get 2,000 views.”


    But applying that mindset to podcasting isn’t simple. The medium operates with less data, fewer discovery systems, and a very different culture around creators and content.

    In this episode of PodBiz, Rox joins Norma Jean Belenky and John Kiernan to discuss the analytics gap in podcasting, why experimentation matters more than many creators realize, and how platforms may evolve as video and audio ecosystems converge.


    In this episode, we discuss

    • Why podcast monetization conversations focus heavily on CPMs

    • What podcasting can learn from YouTube packaging and discovery

    • The analytics gap between YouTube Studio and podcast hosting platforms

    • Why experimentation is essential for creator growth

    • How small podcast audiences can generate meaningful revenue

    • Why creators should become “students of the game”

    • The future convergence of video and podcast ecosystems


    Episode Chapters

    (02:08) Where the money in podcasting really is

    (03:34) The YouTube mindset behind creator growth

    (05:44) Metrics creators should actually track

    (08:25) What experienced podcasters already understand about their audiences

    (14:02) Why podcast analytics still lag behind video platforms

    (18:50) Building Flightcast as a growth platform

    (21:27) Why relative performance metrics matter

    (24:50) Choosing the right stories inside a niche

    (31:01) Why small audiences can still generate large revenue

    (40:16) Becoming a “student of the game”


    About Rox Codes

    Rox Codes is the CEO and co-founder of Flightcast, a podcast growth platform designed to help creators analyze, optimize, and scale their shows. Before launching Flightcast with Steven Bartlett, Rox built ThumbnailTest.com, a YouTube optimization tool used by major creators to experiment with thumbnails and titles. His work focuses on bringing data-driven experimentation into podcast publishing.


    Some Additional PodBiz Buzz“You should spend as much time on the thumbnail and title as you did on the entire episode.”


    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.
    Show more Show less
    49 mins
  • Podcasting Inside the Chemical Industry: Monetizing Industry Authority

    Podcasting Inside the Chemical Industry: Monetizing Industry Authority
    Mar 9 2026
    How do you reach the right audience inside a global industry?

    Victoria King Meyer has built a podcast that answers that question with clarity. As president of Progressio Global and host of The Chemical Show, she has created a platform that connects leaders across the chemical industry while expanding her reach beyond traditional trade media.


    In this episode of PodBiz, Victoria joins NJ to discuss what it takes to build authority through podcasting in a sector that is global, complex, and often overlooked by mainstream business media. The conversation explores how niche B2B podcasts create value, why reach matters more than raw download numbers, and how a show can expand into community, events, and business development.

    As Victoria puts it,

    “The riches are in the niches.”


    She also makes a strong case for thinking beyond vanity metrics. “Downloads don’t count,” she says, arguing instead for a broader view of audience reach, influence, and impact.


    In this episode, we discuss:

    • Why industry podcasts can become powerful media platforms

    • How The Chemical Show serves the global chemical sector

    • Why reach and influence matter more than downloads in B2B podcasting

    • How Victoria approaches sponsorships, executive visibility, and audience growth

    • The role LinkedIn plays in professional podcast distribution

    • What it looks like to turn a podcast into events, community, and business opportunity


    About Victoria King Meyer:

    Victoria King-Meyer is the president of Progressio Global and host of The Chemical Show. A chemical engineer with an MBA, she spent more than 25 years in the chemical industry before launching her consulting business. Today, she advises leaders across the sector and uses podcasting as a platform for connection, insight, and industry visibility.

    Connect with Victoria King Meyer:

    LinkedIn: https://www.linkedin.com/in/victoria-king-meyer/

    Instagram: https://www.instagram.com/victoriakingmeyer/

    The Chemical Show: https://www.thechemicalshow.com


    Episode Chapters

    (01:15) Reaching the right audience

    (03:30) From chemical engineer to podcast host

    (10:13) Marketing a podcast

    (12:37) LinkedIn for B2B podcast growth

    (21:59) Turning a podcast into a revenue stream

    (24:38) What industry sponsors are actually buying

    (30:33) Building the Chemical Summit

    (35:39) Measuring reach beyond downloads


    Some Additional PodBiz Buzz:“The riches are in the niches. I’m a big believer of that. Podcasting is such a great form of storytelling across business mediums, and leaders are looking for opportunities to share their story and connect with people.” “If you produce a podcast and don’t tell anybody about it, will anybody hear it? No. You have to share the story of your story and actually market the show.” “Podcasting is still an immature baby. There is so much room for growth and change, and that’s what makes this such an exciting time to be building something.”

    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.
    Show more Show less
    43 mins
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