About this episode
What does it take to build podcasting from the ground up, and keep it independent?In this episode of PodBiz, recorded before his unexpected passing last week, Todd Cochran, Founder & CEO of Blubrry Podcasting, joined Norma Jean Belenky to share his perspective on the realities of monetization, the future of the industry, and why creators must first serve their audiences.As James Cridland wrote in an obituary published in Podnews, “Todd Cochrane was a fierce proponent of open RSS and building your podcast on your own website… Ever willing to help progress the industry, Todd was always interested to learn and make friends with anyone in podcasting.” His words in this conversation are a reminder of just how much one person can shape an industry.As he put it:“If you want to make money in this space, you have to first deliver value to your audience.”Here are some insightful moments within the episode:Why podcasters should build community before chasing adsThe download thresholds that really matter to advertisers (10K–50K)Subscription models and listener support as alternative revenue streamsWhy transparency and vulnerability create lasting trustHow independent voices and audio-first strategies continue to shape the industryTodd Cochran was the Founder & CEO of Blubrry Podcasting, a pioneer in hosting and monetization. A Navy veteran, author of one of the first books on podcasting, and longtime host of Geek News Central, Todd helped establish podcasting as a professional medium. His leadership empowered countless independent podcasters to find their voice, their audience, and their sustainability.We’re deeply grateful to have recorded this conversation with Todd, and we honor his legacy in podcasting.Episode Chapters01:26 – Monetization Realities | Why most creators shouldn’t chase ads first04:22 – The Numbers That Matter | When agencies start paying attention07:32 – Beyond Ads | Subscriptions and listener support10:16 – Building Trust | Transparency, vulnerability, and audience connection13:46 – Early Days | Hosting, GoDaddy, and growing the ecosystem19:11 – Hitting Record | Why starting is the hardest—and most important—step24:27 – Practical Advice | “Record for your audience. Write for Google.”32:39 – From Niche to Mainstream | The growth of podcasting at scale36:16 – Future of Revenue | Ads, acquisition
