Cover art for podcast Podcast Pontifications

Podcast Pontifications

282 EpisodesProduced by Evo TerraWebsite

Podcasting needs to be made better, not just easier. Because after 15 years, less than a quarter of the population listen to podcasts regularly. While new business models, discovery apps, and content curators will evolve, much of the responsibility --and work-- falls on us, the working podcaster. Th… read more


A Future Reckoning For The Podcast Ad Bubble [Episode 224]

The pending popping of the podcast ad bubble is the topic on part six of my 10-part miniseries on the future of podcasting. (1, 2, 3, 4, & 5)

Somewhere around $500 million was spent last year on podcast advertising. Not surprisingly, that number is projected to go up and up over time. But only if advertisers keep feeling good about the ads

The warm, fuzzy feelings advertisers get when they run live, host-read ads on a handful of podcasts quickly diminishes when they try to scale that to hundreds or thousands of shows. Worse, if the challenges facing influencer marketing campaigns spill over to podcasting, we’re in trouble.

Yes, even if you don’t run ads on your show, a popped adverting bubble is bad for you and all of podcasting due to stifled creativity. Sure, indie podcasters will still be creative. But if big production houses find more lucrative ways to make money, they take away their big marketing dollars, which means less new listeners coming to podcasting, stifling growth.

In the future, we will see the podcast advertising landscape change. But probably not in a way that’s better for podcast creators.

Advertising is never getting completely out of podcasting. But I don't think advertising will always be the lion's share of podcast-derived revenues. As these new revenue pathways develop, perhaps they’ll be a little less-speculative in nature.

Three things to leave you with:

  • Feel free to tell me I’ve crossed the line from skepticism to cynicism. One great place to do that: Yes, it’s free.
  • Check out to show your love for the show with a quick little donation 
  • If you are in business and would like some help making sure your content is ready for discovery, let's chat. or go to to see a list of the services we offer clients all around the globe.


Yes, this episode is something you should share. Thank you. Here’s where you can find a re-written in-depth article based on the audio of the episode that’s perfect for sharing: 

Podcast Pontifications is published by Evo Terra four times a week and is aimed at the working podcaster. The purpose of this show is to make podcasting better, not just easier.

Follow Evo on Twitter for more podcasting insights as they come.

And if you need a professional in your podcasting corner, please visit to see how Simpler Media Productions can help your firm. Podcasting is our only business.

Listen to Podcast Pontifications


A free podcast app for iPhone and Android

  • User-created playlists and collections
  • Download episodes while on WiFi to listen without using mobile data
  • Stream podcast episodes without waiting for a download
  • Queue episodes to create a personal continuous playlist
RadioPublic on iOS and Android
Or by RSS
RSS feed

Connect with listeners

Podcasters use the RadioPublic listener relationship platform to build lasting connections with fans

Yes, let's begin connecting
Browser window

Find new listeners

  • A dedicated website for your podcast
  • Web embed players designed to convert visitors to listeners in the RadioPublic apps for iPhone and Android
Clicking mouse cursor

Understand your audience

  • Capture listener activity with affinity scores
  • Measure your promotional campaigns and integrate with Google and Facebook analytics
Graph of increasing value

Engage your fanbase

  • Deliver timely Calls To Action, including email acquistion for your mailing list
  • Share exactly the right moment in an episode via text, email, and social media
Icon of cellphone with money

Make money

  • Tip and transfer funds directly to podcastsers
  • Earn money for qualified plays in the RadioPublic apps with Paid Listens