Skip To Main Content
Tom Webster on Muck Rack

Tom Webster

Boston
As seen in: Sounds Profitable, Sounds Profitable (Podcast), Apple Podcasts, Medium, MSN UK, OneZero, Daily Express, APVA Editor, Substack, Seeking Alpha, Ad Age, Spreaker and
Partner, @soundsprofnews. All things podcasting and digital audio. LinkedIn: linkedin.com/in/tomwebster/ Friends can also find me at: threads.net/@webby2001
Is this you? As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work. Claim your profile

Get in touch with Tom

Contact Tom, search articles and posts on X, monitor coverage, and track replies from one place.

Learn more about Muck Rack

Actions

Share this page

Is this you?

As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
Claim your profile

Articles

The Podcast Atlas, Part 5: The Best Real Estate to Own in Podcasting

|
By Tom Webster
| Sounds Profitable
I make a distinction, mostly to myself and mostly unasked for, between marketing with a small m and Marketing with a capital M. Small-m marketing is promotion, the getting-the-word-out business of telling people a thing exists and hoping enough of them care.
Open in Who Shared Issue with article?

The Podcast Atlas, Part 4: The Denominator

|
By Tom Webster
| Sounds Profitable
Every argument in this series so far has been an argument about rates. Audio wins on trust per impression. Creator-integrated video ads win on receptivity per exposure. Clips win on conversion per discovery. Rates are numerator arguments, and podcasting wins nearly all of them. Social platforms win almost none — and it doesn’t matter, because social isn’t competing on the numerator. Social is the denominator. I’ve written before that these platforms are rented land, and that’s still true.
Open in Who Shared Issue with article?

The Podcast Atlas, Part 3: The Front Door

|
By Tom Webster
| Sounds Profitable
Audio builds the trust and video puts it to work, but neither one does any good if nobody ever finds the show. That’s the job clips do. In the Podcast Atlas, clips are the top of the funnel: the short-form pieces that live in the social feed, recruiting new listeners and pulling lapsed ones back. For an advertiser, clips are the front door to everything the other territories go on to monetize, not the place the sale gets closed. Here are five things the data says about that door. 1.
Open in Who Shared Issue with article?
See all 429 licensed articles (437 Total)