Stop Chasing CPMs: How Community, Feedback, and Newsletters Future‑Proof Your Podcast

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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Take Live Classes at the School of Podcasting

Podcasting in Six Weeks is BACK! (and this time it's free!) We are continuing to experiment with marketing, and we had so much fun helping people launch their show that we are going it again (and dropped the fee). If you don't have a show but want to start one this is THE place to get going in the right direction. Go to www.schoolofpodcasting.com/sixweeks Growing Your Podcast Live Course For members of the School of Podcasting we are all banding together to go through the steps of growing your show (so sign up now!). This will including feedback and strategies to get your show growing faster. You will write down your typical downloads before you start, and compare it to the final numbers. Use the coupon code listener when singing up to become a member and receive a discount. These live classes start August 19th. Please let me know if you have any questions at schoolofpodcasting.com/contact

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