Dave Jackson
4 min readJan 14, 2022
The invisible hits of podcasting and how I got fished in, again

There is an article on Bloomberg that states that podcasting has not had any hits in years. To me this is soothing. Why? Because about every 3–5 years different media outlets start explaining what is wrong with podcasting. We used to call these “podcasting is dead” stories. It’s not and they are wrong. Apparently, it still works, as I just linked to their article (you’re welcome).

SIMPLE MATH

They say things like, “The most popular shows have been around longer.” That is just a simple math equation. If you’re doing a good show, your number should grow around 3% a year (if not more), and then it snowballs. Eventually, your target audience will find you, but yes, the longer you podcast the larger your audience should be. This is why the Rolling Stones have more fans than the band playing The Tangled Spur bar this weekend.

DEFINING WHAT A HIT IS

When someone hires me to help them launch a successful podcast the very first thing we need to do is define what success is. Is it downloads? Sponsorship? Being seen as an expert? Fun?

Bloomberg needs to define what a “hit” is. I do remember when Serial came on the scene. I had five different people ask me, “have you heard Serial yet?” Serial was also very good.

PODCASTING IS NOT RADIO — IT’S CABLE TV