448. Why Most Podcasters Are Pricing Sponsorships Wrong

Do you really need massive download numbers to earn an income in podcasting? Today, we’re digging into the mailbag to answer listener questions that get to the heart of how podcasts actually grow and earn. We start with a smart question about marketing your back catalog and why older episodes can still work for your show long after they’re published. That conversation opens the door to discussion on podcast sponsorships. Co-host Sid breaks down how independent podcasters can think about pricing in a way that makes sense for smaller, loyal audiences. Instead of chasing download counts or copying what big shows do, we talk about understanding your costs, the value of your audience, and why monetization is something you build toward over time. This doesn’t happen overnight, and it's part of the process. If you’re an indie podcaster trying to figure out what sponsorships could look like for your show, this episode offers an intentional way to think about value and long-term sustainability.

Episode Highlights:

[03:41] Breaking news on the Substack data breach

[05:21] Password security tips and best practices

[09:32] Marketing your podcast’s back catalog

[27:43] Analyzing data in Apple Podcasts Connect

[29:49] The Wheel of Jargon: understanding podcast terms

[32:21] Understanding shadow banning on social media

[38:09] Deciding sponsorship rates for your podcast

[39:04] Sid’s sponsorship strategy and real-world success

[43:38] Understanding the value of your podcast audience

Links & Resources:

The Podcasting Morning Chat: