I feel like I have been in podcast advertising forever (6 years). But then I talked to Todd Cochrane, a friend, and fellow podcast enthusiast, who has been selling ads on his show and many others for 17 years, and I realized there is always so much to learn.

"Smaller shows have much higher engagement than bigger shows. The audiences are much more loyal. They're much more willing to try a product or service because they support the podcast."

He shares his secret sauce for keeping his advertisers and audience happy while maintaining his podcast income.

I find Todd's relationships with advertisers fascinating, especially his partnership with GoDaddy since 2005. He talks us through that relationship and how it evolved over the years. He shares how he has managed to keep them and what he does for other podcast advertisers to build stronger, long-lasting relationships. He also discusses how he uses his website and blogs as a traffic source to bring new monthly listeners to the podcast.

We also cover the topic of diversity and how Todd has seen and helped the podcasting industry move towards being more inclusive. "Underrepresented groups are now using podcasting to get their voice out, whereas they could never do that via mainstream media because whatever reason that was geopolitical wise."

To connect with Todd, email him at todd@blubrry.com or DM him on Twitter.

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