Episode 500: Tom Webster on Podcasting Today

On Brand with Nick Westergaard

This week on the 500th episode of the On Brand podcast, I talk to audio research veteran Tom Webster. He shared his state of the podcasting industry, audience research insights, and the various touchpoints in the podcast brand experience. He even told a story about Tom Jones! Don't miss this very special episode of Blossom. Er, I mean — a very special episode of On Brand. And, thank YOU for listening.

About Tom Webster

Tom Webster is a partner at Sounds Profitable, the leading voice of significance for the digital audio industry, devoted to growing the podcast sector through audio insights, education, and connections. As a 25-year audio research veteran, he is a trusted advisor to the biggest companies in audio and has dedicated his career to the advancement of podcasting for networks and individuals alike.

Tom has been a co-author and driver behind some of audio’s most influential studies, including the Infinite Dial® series, Share of Ear®, and The Podcast Landscape. Additionally, he has led hundreds of audience research projects on six continents, for some of the most listened-to podcasts and syndicated radio shows in the world, from Howard Stern to All Things Considered. He's done a card trick for Paula Abdul, shared a martini with Tom Jones, and sold vinyl to Christopher Walken. With Tom’s partnership at its helm, Sounds Profitable is dedicated to setting the course for the future of the audio industry.

From the Show

What audience research questions should you be asking? Is it the same audience or are they changing? Where are they today? Where does your show fit into their life? Why do they listen to your show?

How you can learn more about your listeners. Here's a helpful article Tom wrote at Sounds Profitable on learning more about your listeners.

Speaking of listeners ... Listener shoutout! I referenced On Brand listener Mark Gamis. Thanks for listening, Mark!

What brand has made Tom smile recently? “I’m going to share a local favorite — Ministry of Supply.” Tom loves their wrinkle-free stage-ready clothes and the entire brand experience.

Connect with Tom on LinkedIn and the Sounds Profitable website.

As We Wrap …

• Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS.
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• Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
• On Brand is a part of the Marketing Podcast Network.

Until next week, I’ll see you on the Internet!

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