Podcasts. Narrowcasting or Do-it-Yourself Radio?
Like probably every smartphone owner on the planet who also owns headphones (and makes a show of exercising), I’ve become a frequent podcast listener. (See also car trips, bedtime, and vacuuming.) From rebroadcasts of news programs like Morning Joe or Face the Nation to history anthologies like The Rest is History, The Bowery Boys, various NPR shows, fan club recaps of The Gilded Age, and scores of others, I listen to commentary from the Sisters-in-Law, and love The Rest is Classified, Empire, and The Rest is Politics. (Sorry to betray my politics, but no Tucker Carlson for me.)
These days, I confess, my brain is too full of political commentary and fretting about pernicious gilded chief executives. Still, I’ve been known to listen to several of Malcomb Gladwell’s Pushkin Industries offerings and the occasional Freakanomics.
I’m told there are tons of entertainment, true crime, romance, advice, hobbies, sports, and everything under the sun available in podcast form. They’ve become the new seek-and-find ear candy for those who seem not to require pictures with their words. (Though video-based YouTube versions seem to be on a meteoric rise) Whatever the passion, a podcast covers it- or so it seems.
According to Uncle Internet, around 4.5 M podcasts are in circulation as of the beginning of September 2025. Like a lot of content available on the web, however, podcasts are certainly not build-it-and-they-will-come enterprises, which probably accounts for the brands whose shows populate the “Top Ten” hit list (or so says Apple…). Joints like The Joe Rogan Experience, Crime Junkie, The Daily, and Call Her Daddy have built enormous followings thanks to a bit of brand recognition and a lot of viral pass-along. Top subscription categories seem to fall into the true crime, murder/mayhem, news, commentary, passion subjects and suspect conspiracy theories (see murder/mayhem and news and commentary.)
Spot advertising supports some podcasts, including the usual maddening repetition of the mattress, timeshare escape strategies, cheap razors, and underwear commercials. In addition, some podcasts inveigle their hosts to flog advertiser products like some latter-day Arthur Godfrey. (The venerable Jill Wine-Banks, Esq., co-host of #Sisters-in-Law, never sounds entirely comfortable waxing lyrical about her Honey Love bra.)
But podcasting isn’t exclusive to news networks, book and magazine publishers, and famous authors. A cottage industry is developing in local markets to serve the many businesses and professionals who have decided to dip their toes into what appears to be a new promotional engine. Downtown podcast studios — rentable by the hour — give insurance and real estate agents, non-profit professionals, lawyers, and investment counselors a place to build their fame in half-hour increments.
Good idea? Maybe. A platform to own the airwaves to discuss one’s business or profession sounds like an excellent way to earn (or keep) customers. That said, a podcast only delivers results if it generates listenership (or, in a different model, advertisers). And without promotion, a new podcast is pretty darned unlikely to be found in that vast cauldron of potential lurking “wherever you get your podcasts.”
So, is the time, money, and effort required to be a podcaster worth it for clients like mine? My certain answer is maybe.
Suppose the potential podcaster has an existing method of distributing content to clients and prospects (like an active LinkedIn, Salesforce program, or Mailchimp routine). In that case, the answer is maybe. But that is only if the podcaster understands that time famine and information overload make it less and less likely that desired ears will opt in, especially on a repeated basis.
If the subject of the podcaster’s content involves guests or exclusive and desirable information that will promote pass-along, yielding wider listenership through third-party endorsement, maybe yes, again.
Suppose the content is entertaining, topical, exclusive, or perceptibly valuable (in monetary terms). In that case, the chances of achieving success are better than extended discussions of, say, “Lives of the Druids” or maybe “Making Soap at Home in Your Spare Time.” But let’s not underemphasise the power of narrowcasting. Doubtless, thousands of Druid fans are longing to come clean. (See what I did there?)
Akin to the much-desired phenomena known as “YouTube Famous” and its adored cousin, “YouTube Rich,” some podcasters have ridden the wave to fame and fortune. Mike Duncan, a former fishmonger and self-avowed history nerd, is now a published author based on the success of his original podcast, “Revolutions.” And wunderkind Harry Stebbins now not only reports on the venture capital universe but seriously influences it due to the impact of his podcast, “The 20 Minute VC.” But their successes are hardly typical.
As much as I love and respect my dear clients, and as much as I really and truly hang on their every word, I hasten to point out that knowing one’s audience is a gift. Most folks these days have neither the interest, capacity, nor attention span to tune in regularly to a thirty (or worse-the-more-of-it) sixty-minute spoken word exegesis on the fascinating role of the law against perpetuities, no matter how authoritative.
So, to podcast or not? Do it if you have time, money, something to say, and a willingness to Activate your asset to build impact. Keep it terse, entertaining, well-written, and researched. Establish an editorial calendar and follow it. Release new editions on a predictable basis and ask for feedback from listeners. Or maybe, hire an expert to help you elevate your practice through various methods to connect with clients and prospects.
Next up? The Paradox of Breakthrough and Substacks: Vanity or Mandate. See you soon.