About this episode
At what point does a podcast become a business that advertisers want to invest in?In this episode of PodBiz, Norma Jean Belenky and John Kiernan sit down with Heather Osgood, founder of True Native Media and host of The Podcast Advertising Playbook, to talk about what really matters in podcast monetization today.Heather shares nearly a decade of experience connecting podcasters and advertisers, from the realities of download thresholds to how long it takes to close a brand deal, to why host-read ads remain central even as programmatic grows.As she puts it:“Most people prefer the host-read ad. You’re going to have a better result with a host-read ad. But when we can sprinkle in the programmatic as well, it really helps round out a whole monetization strategy.”Here are some insightful moments from the episode:Why podcasters need to start thinking of themselves as content creators across platformsThe ongoing strength of host-read ads and where programmatic fits inWhat 5K, 25K, and 100K monthly downloads really mean in ad salesHow long it can actually take to secure brand dollars (hint: it’s not overnight)Why technology and easier buying paths are the next frontier for podcast adsHeather Osgood is the founder of True Native Media, a podcast representation agency specializing in podcast advertising. With a background in radio sales and a love for podcasting, Heather has become an influential voice in the space. She’s a frequent speaker at events like Podcast Movement and PodFest, and she hosts the podcast, The Podcast Advertising Playbook, where she educates creators and advertisers alike on how to make podcast ads work. When she’s not connecting brands and shows, she’s hiking or spending time with her family at the beach.Connect with Heather on LinkedIn.Learn more at truenativemedia.com.Episode Chapters01:29 – Where’s the Money? | Why advertising still drives podcast revenue03:21 – Podcasters or Content Creators? | Shifting how the industry thinks about influence04:58 – Host-Read vs. Programmatic | What listeners and advertisers actually prefer07:55 – Starting True Native Media | Heather’s journey from radio to podcast ad sales14:13 – Brand Dollars Take Time | Why long sales cycles are part of the process19:07 – Download Thresholds | 5K, 25–50K, and 100K monthly downloads explained21:33 – Le
