It turns out there are two kinds of podcasters: those who obsess over mics and editing tools, and those who obsess over their audience. The best ones, says Tom Webster, do both.
Webster, a veteran media researcher and partner at Sounds Profitable, sat down on the Business Schooled podcast to unpack what makes podcasting such a compelling space. In a media landscape cluttered with fleeting attention and ads that vanish into the noise, podcasts have quietly become a powerful alternative. They aren’t just a niche anymore. Especially for 18-to-34-year-olds, they’re now a major reach medium.
That matters a lot to advertisers—and to any brand wondering how to connect more deeply. In his study “The Medium Moves the Message,” Webster found podcast ads were more effective than radio or TV, particularly in converting brand consideration to action. One reason? Podcast listeners actually like what they’re hearing. Fewer ads. Better content. More trust.
But Webster is quick to remind us: just because you build it doesn’t mean they’ll listen. Too many branded podcasts, he says, skip over the hard part. They start with the brand’s message, not the listener’s interest. A better approach? Think like a storyteller. Start where your audience is. Be curious about what they care about when they’re not thinking about your product.
Webster even applies that thinking to AI. Used right, he says, it can help creatives organize and iterate, not replace originality. AI won’t save bad content. But it might make good ideas go farther.
Podcasting, at its best, delivers something universal: the ability to hear exactly what you want, whenever you want. For brands and creators willing to do the work, that’s a massive opportunity.