When your CPMs start shrinking and programmatic ads feel like a losing game, it’s easy to wonder if podcasting is still worth it. In this episode, I want to show you a different path—one that doesn’t depend on ad tech behaving itself. I’m going to walk you through why community beats downloads, how smart feedback (like what Jack Rhysider does) can radically improve your show before it ever launches, and how simple tools like newsletters and Podpage can help you build a deeper relationship with your audience so your podcast is futu...
When your CPMs start shrinking and programmatic ads feel like a losing game, it’s easy to wonder if podcasting is still worth it. In this episode, I want to show you a different path—one that doesn’t depend on ad tech behaving itself. I’m going to walk you through why community beats downloads, how smart feedback (like what Jack Rhysider does) can radically improve your show before it ever launches, and how simple tools like newsletters and Podpage can help you build a deeper relationship with your audience so your podcast is future‑proof, no matter what happens to ad rates.
Don't Take My Word For It
I heard it from on the Podbiz Show. Hall of Famer Leo Laporte shares a bit of history with ads, and Podfather Adam Curry explains how to future-proof your podcast. Brian Barletta explains how we need to move on from trying to get stats that are not possible, and focus on growing the industry.
Get Your Head Straight
I also talk about how I was inspired by writer Talyor Sheridan cold care less about the critics. He write the way he wants to write, about what he wants to write about and now his audience has found him and he is making a killing.
Get Your Content Straight
Geddy Lee has been performing in the band Rush for 50+ years and yet he still takes time to evaluate his playing. When we try to market "Meh" content we are wasting our time.
The Podcast Atlas Report
Sounds Profitable has released the Podcast Atlas Report which approaches the industry from the creators point of view. Some great insights into clips, newsletters, and more.
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Takeaways:
- If you're feeling stuck with your podcast due to falling ad revenues, listen up!
- Forget chasing ad dollars; focus on building a loyal community that supports your podcasting journey.
- The real gold in podcasting isn’t just downloads; it’s about creating genuine connections with your listeners.
- Ads might be declining, but trust me, building a community will make your podcast thrive in the long run.
- The future of podcasting is all about community and trust, not just numbers on a screen.
- If you want to grow your podcast, start by picking one simple thing to engage with your audience.
Also Mentioned:
Sponsor Magnet Book
Podpage - Podcast Website Builder
Ray Arnott Interview - Around the Layout
Community Resources
Heartbeat (We use this for the School of Podcasting)
Circle
Skool (affordable, simple community)
Newsletter Tools
Kit (formerly Convertkit)
Mailerlite
Beehiiv
(and many more)
Mentioned in this episode:
Question of the Month: The Smallest Amount of Downloads
We all want a bigger audience. We all put a lot of work into our shows. With this in mind, what is the smallest amount of downloads you would do the show for? If it drops below a number would you stop, or put effort into finding out why?
Does the size of your audience matter?
Go to schoolofpodcasting.com/question by August 28th (and don't forget to say a little bit about your show and your website address so I can link to it in the notes)
School of Podcasting
Live Appearances
I love to meet people when I'm on the road. I'm going to be at
Empowered Podcasting Conference in Charlotte NC
Podcast Movement in NYC
Podindy in Indianapolis In.
For more information and links, go to schoolofpodcasting.com/where
To have me speak at your event, reach out at schoolofpodcasting.com/contacnt
Where Will I Be?
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It means not having to worry about buying the wrong equipment.
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