You're an advertiser. You have a product—let’s say it’s a meal kit delivery service. You want people to buy it. But how do you reach them? Do you shotgun-blast your ad across an entire podcast network, hoping someone, somewhere, might be hungry enough to care? Or do you surgically insert it into one specific podcast, where the audience is already primed to purchase things at 2 AM?
According to the latest PodScribe Q4 2024 Performance Benchmarks report, one of those strategies is objectively more efficient per impression. And the other? Well, it’s basically the advertising equivalent of setting your money on fire and counting on the smoke to spell out your target URL.
Pete Wright and Andy Nelson explain why tiny, niche podcasts are somehow more powerful than the big, flashy ones. They’ll debate whether YouTube’s slow takeover of podcasting is a game-changer or just another doomed experiment (looking at you, Google Podcasts). And they’ll take us deep into the shadowy world of ad tracking pixels—which, if you don’t know, are those little bits of code that follow you around the internet like a puppy.
And here’s the kicker: podcast ads actually work. Really well. So well, in fact, that brands are now scrambling to figure out how to track listener behavior without resorting to outright surveillance. Because—and this is genuinely shocking—sometimes people hear an ad, don’t immediately click a link, but still remember the brand and buy the thing later. Wild concept, right?
So, what does all this mean for the future of podcast advertising? Will brands finally stop panicking about promo codes? Will YouTube actually become a podcasting powerhouse? And most importantly—will Pete and Andy ever get tired of talking about incrementally?
No, they will not.
Links & Notes
Imagine a social media landscape where you own your content, not some tech overlord. A place where links aren't suppressed, and algorithms don't dictate what you see. Sounds like a utopian dream... or is it Bluesky?
Pete Wright and Andy Nelson fly into the wide world of Blue Sky, the decentralized social media platform that's got some creators buzzing. Is it just another flash in the pan, or does it hold the key to unlocking genuine community engagement?
If so, it’s going to be thanks to the platform's unique architecture, thanks to the parallel familiar landscape of email and the less-familiar terrain of Mastodon. What does "decentralized" really mean, and why should you care? They explore the frustrations of content suppression on mainstream platforms like Instagram and X (formerly Twitter), and how Bluesky offers a refreshing alternative.
Along the way, they grapple with practicalities: How does Blue Sky actually work? How can podcasters leverage its features, like starter packs and feeds, to build a loyal audience? And what about the elephant in the room: Can Bluesky truly compete with the reigning giants of social media?
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In 2025, where do podcasts live? In your ears? On your screens? In the untamed wilderness of AI-assisted creativity? Pete Wright and Andy Nelson do their best to untangle the web of modern podcasting—a world where AI tools can both dazzle and baffle, where success is measured in engagement rather than downloads, and where communities spring to life in unexpected places.
The future of podcasting isn’t just about tools and metrics—it’s about people. In a world of endless content and dwindling attention, it's time to experiment, innovate, and create formats born for the medium. What does it mean to be the "human in the middle," balancing the efficiency of AI with the irreplaceable authenticity of human creativity?
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Pete and Andy explore the peculiar intimacy of podcasting, a medium where listeners forge surprisingly strong bonds with hosts. They dissect the "podfluencer" phenomenon, examining the authenticity and responsibility that comes with this unusual form of influence.
From unexpected conference encounters to the strategic use of online communities and listener engagement, they delve into the mechanics of building trust and connection. This isn't a how-to guide, but a thoughtful exploration of the surprising power of voice and the unexpected intimacy that blossoms in the digital age.
Hey ho, podcasters! We’re back, talking about Apple's big push for binge-worthy narrative podcast series. Are you into it? And in the grand ol’ spirit of podcast follow-up, we dive back into analytics with John Spurlock, the creator of OP3 (Open Podcast Prefix Project).
John explains why he created OP3, how it works, and why open podcast data is so important. He addresses the privacy concerns some podcasters have about sharing their stats, and how OP3 is designed to be both useful and transparent. This is a must-listen for anyone who cares about the future of podcasting and wants to understand how to get the most out of their show's data. Plus, you'll finally learn how to pronounce OP3 without sounding like a dummy.
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Ever feel like the digital ground beneath your feet is suddenly shifting? Pete and Andy delve into the murky world of podcast analytics, specifically grappling with the impending demise of Chartable, a once-reliable tracking service swallowed by the Spotify behemoth. They dissect the implications for podcasters, from the practicalities of migrating data to the philosophical questions of open vs. closed platforms. It's a David and Goliath struggle, with independent creators facing the encroaching dominance of tech giants, and the age-old question: who really owns your data?
A glimmer of hope emerges in the form of the Open Podcast Prefix Project (OP3), a free, open-source alternative to Chartable. This plucky underdog offers transparent statistics while prioritizing listener privacy, a refreshing contrast to the data-hungry practices of the big players. Pete and Andy discuss the potential of OP3 to level the playing field, empowering independent podcasters to reclaim control of their analytics. It's a rallying cry for a more open and equitable podcasting landscape.
Ultimately, this episode is a call to action. It's a reminder that podcasters need to be proactive in safeguarding their data and advocating for a more transparent and accessible future for the medium. As the digital giants continue to reshape the podcasting landscape, it's more important than ever to support open-source initiatives and challenge the status quo. Join Pete and Andy as they navigate the treacherous waters of podcasting in the 21st century, offering valuable insights and a healthy dose of skepticism along the way.
First up this week, Pete and Andy take on ultra-podcasting—long, LONG-form episodes—and the people who love them. Then, they shift gears to discuss Google's intriguing, yet uncanny, AI experiment, NotebookLM, which uses artificial intelligence to transform research notes into simulated podcast discussions.
Finally, Apple's surprising decision to launch a web-based version of Apple Podcasts, making it accessible on devices outside the Apple ecosystem for the first time, might just unlock wonderful new places to listen to podcasts out side the app itself.
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The data is coming in, and it looks like general enthusiasm is up about the podcasting business after a few years of grey skies. And Apple's decided to turn the screws on Patreon. We have thoughts.
In this episode of "The Podcast Podcast," Andy Nelson and Pete Wright take listeners on a journey through the world of summertime podcasting. They explore the impact of the Paris Olympics on podcast downloads, wondering if listeners are sneaking in episodes between events or saving their favorite shows for a post-Olympic binge. The duo also dives into the latest Libsyn report on CPM rates, discussing the stability of summertime advertising rates and the growing confidence in the power of podcast audiences.
They turn to the fate of "The Headlines," a companion podcast to the popular "The Daily" from The New York Times, as the show breaks free from the gated confines of the New York Times audio app. The hosts also share their experiences with various podcast apps, from Andy's daring venture into Apple Podcasts to Pete's love for Pocket Casts' latest update, which allows playback at a mind-numbing 5X speed. Plus, they talk through some important changes to Marco Arment’s app, Overcast, on it’s ten-year anniversary, and how it serves as a best-in-class model for others to follow that balances user privacy and a banging good audio engine.
This week we take a deep dive into the world of podcast advertising!
First, a trip down memory lane. We’ve been doing this a long time and though it might help by recounting just a bit of history for context, from early affiliate partnerships to CPM advertising and dynamically inserted ads. We discuss the pros and cons of these different approaches and how they've shaped our strategy over time.
Next, we explore key takeaways from the SoundsProfitable conference on podcast advertising. We highlight interesting findings about listener engagement and discuss what's currently working in the industry, including the effectiveness of live ad reads and storytelling-style advertisements.
We’ve changed our plans to adapt our advertising approach across our network, aiming for more engaging and less intrusive ad experiences. We emphasize the importance of balancing monetization with listener satisfaction.
The episode concludes with practical advice for fellow podcasters, drawn from both our experiences and industry best practices. We cover topics like ad placement, frequency, and transparency about how advertising supports podcast production.
We hear all about the TikTok generation. But, you know, there are others out there and they are consuming content just like those in the spotlight. We just have to know where to find them.
In this episode of Podcast Podcast, hosts Pete Wright and Andy Nelson dive into the often-overlooked world of older podcast listeners. Inspired by a surprising comparison between Tom Cruise and Wilford Brimley, they explore:
Join Pete and Andy as they challenge assumptions about who's really tuning in and ponder the untapped potential of targeting listeners who remember a world before smartphones. Is the key to podcast expansion hiding in plain sight?
Links & Notes
In this bite-sized episode of The Podcast Podcast, Pete and Andy dive into the world of podcast subscriptions and memberships. They discuss the differences between Apple's subscription model and running your own membership program using a third-party service like Memberful.
Pete explains that Apple's subscription service is easy to use but comes with limitations, such as being exclusive to the Apple Podcasts app and lacking integration with other services like Discord. He also points out that Apple takes a 30% cut of the subscription revenue.
On the other hand, using a service like Memberful allows for more flexibility and control over your membership program. It enables you to offer bonus content, access to multiple podcasts, and integration with other services. However, it requires more setup and management on the podcaster's end.
They also touch on the recent report suggesting that Apple Podcasts may favor shows with subscriptions in their recommender algorithm. They consider the potential benefits and drawbacks of participating in Apple's subscription program.
Tune in to learn more about the pros and cons of each approach and decide which one might be right for your podcast.
In this episode of the Podcast Podcast, hosts Pete Wright and Andy Nelson challenge the conventional wisdom that bigger is always better when it comes to podcast audiences. They argue that focusing too much on massive download numbers can cause you to overlook the immense value and potential of smaller, more engaged listener communities.
As you'll hear, having a niche topic and a highly committed audience can be incredibly profitable, even if your show doesn't reach millions. Pete and Andy discuss real-world examples of podcasts with modest listener counts that are on track to generate six-figure revenues through leveraging the depth of their audience engagement.
Throughout the episode, the hosts share innovative strategies for making your listeners feel valued and connected to your show, no matter the size of your podcast. From recording personalized birthday messages to creating interactive Discord communities, they explore creative approaches that become harder to sustain as a podcast scales up.
Pete reveals a surprising statistic: if your show surpasses 1,000 downloads in the first week, you're already in the top 5% of all podcasts. He and Andy discuss how to celebrate and nurture your founding audience members who are passionate about your content from the very beginning.
Press play to discover why building affinity with your podcast community at a micro level can be so powerful, and how you can harness the potential of your small but mighty audience. This episode will reshape how you think about podcast growth and success in an industry obsessed with big numbers.
Picking the right mic is one thing. But how do you keep your scripts and research and back-end episode history in proper order? Andy and Pete share a little about the TruStory process.
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Podcasting is evolving, and industry leaders gathered at the recent Hot Pod Summit to discuss the challenges and opportunities that lie ahead.
Ira Glass of This American Life shared his experience with the iOS 17 update—because even Ira Glass noticed the iOS 17 update—which caused a significant drop in downloads most of us. The impact has been felt by podcasters across the board, forcing them to reevaluate their audience sizes and potentially disrupting advertising partnerships. However, experts at the summit emphasized that niche audiences can still be valuable to advertisers, even if they have smaller listener numbers.
Pete and Andy also discussed the rise of podcast partnerships and creator-owned networks, which provide support and exposure for independent podcasters while allowing them to maintain creative control. Despite the challenges, many in the industry remain optimistic about the future of podcasting, with a growing listener base and plenty of room for growth.
Links & Notes
In this episode of The Podcast Podcast, Pete Wright and Andy Nelson catch up on using AI for automatic transcription of episodes, YouTube becoming a bigger player in the podcasting world, updates from Apple's recent podcasting event, and finding one's unique podcasting voice.
The big follow-up is that Transistor—the host of all the podcasts of TruStory FM—has released AI transcription into the platform. We’re just playing with it right now, but so far, it has not let us down. Plus, the prices seem better than fair.
We talk a bit about YouTube as a podcasting platform, we muse about how it could bring wider exposure to podcasts, even as its bifurcated system creates confusion. Why? Because YouTube hosts video versions of your podcast audio, while YouTube Music draws from RSS. We don’t get it either. But at least we know.
Touching on takeaways from Apple's podcast event, Andy highlights new transcript features in Apple Podcasts, while Pete points to expanded categories and a partnership with Linkfire as promising developments.
Finally, we explore the challenge of cultivating an authentic yet engaging on-air persona. It’s tricky, but your own voice is as important as the mic you use to capture it when thinking about how you communicate to your audience.
This week, we’re checking in on how artificial intelligence is transforming our podcast production workflow. We know concerns about AI abound. But we aim to thoughtfully explore how — when used judiciously — AI tools can help us work more efficiently without compromising quality or our own creative voices.
Transcribing remains an area where AI still falls short in our view, though it's rapidly improving. For now, we believe human transcribers produce superior transcripts. But we acknowledge AI's potential to disrupt this profession, potentially very quickly. We think training AI on our own podcast's unique corpus is far preferable to feeding it unrelated data. This allows the AI to generate custom show notes, graphics, and more in our own style.
How has AI injected itself in your podcast workflow? Links to all our current services below!
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The podcast world is abuzz with change. This week, we’re talking directories and show shuffles as we head into a consolidating future.
Directory Shuffle
It's true, some of our beloved podcast apps are saying goodbye. But don't despair! Big platforms like Spotify, YouTube, and Apple are stepping up to fill the void. So, while you may have to adjust your listening habits a bit, your favorite shows will still be there. The big bet and bigger open question: is consolidation behind big tech a good thing for free and open podcasting?
Showtime Shifts
Even popular podcasts like "Smartless" are making moves. They've traded in their Wondery digs for a swanky new home at SiriusXM. Joe Rogan is still hanging around Spotify but in his latest contract renewal, are we seeing the end of the exclusivity era?
The Power of Listener Love
Amidst all the industry shake-ups, one thing remains constant: the value of listener support. If you adore a podcast, show them some love! Your modest contributions can make a world of difference for small creators.
A Brighter Future
The podcast industry may be experiencing some growing pains, but it's far from over. Dedicated podcasters are still going strong, and the rise of listener support is a beacon of hope. So, keep listening, keep supporting, and embrace the ever-evolving world of podcasts!
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