Sounds Profitable is a collection of media properties — a newsletter, a podcast, and much more — that covers both strategic and tactical changes to the business of podcasting. We are committed to setting the course for the future of the audio business
Our Goal
Our primary goal with all the media we produce is to educate and empower the podcasting industry at all levels. Our aim is to provide:
Insightful Content about all aspects of the industry, from Bryan, Tom, and an incredibly diverse collection of the brightest minds in podcasting
Unmissable Events, where content producers, account managers, brand managers, and executives representing both buyers and sellers can interact, learn from each other, and make deals
Industry-Leading Research starting with The Creators, and Sounds Profitable Quarterly Research Series, to answer the most pressing industry questions, with free and open access for all
Peerless Advisory Services from Bryan and Tom, designed to keep your company in touch with the state of the art in the podcasting business AND brief us about your latest developments
Our Newsletters
Our newsletters have over 9,000 active subscribers from many countries across the world, the vast majority of which are based in the US. We have an average open-rate of around 55%, significantly above the average.
It’s read by senior podcasting industry management, including CEOs and divisional heads. Email subscriptions include users within:
- Podcast producers (eg BBC, ESPN, NPR, NY Times, Wondery)
- Podcast platforms (eg Amazon, Apple, Google, Pandora, Spotify)
- Ad marketplace (eg Acast, AdsWizz, Midroll, Triton Digital)
- Hosting companies (eg Art19, Captivate, Megaphone, Omny Studio) Podcast
- Podcast attribution/analytics (eg Chartable, Claritas, Loop.me, Podsights)
- Data Platforms (eg Liveramp, Magellan AI, Nielsen)
- Advertising industry (eg Ad Results Media, Hearts & Science, Oxford Road, Veritone)
People of Sounds Profitable
Created by Bryan …
Bryan Barletta is the founder of Sounds Profitable, a trade association for the podcast industry. As a seasoned professional with over 16 years in the advertising and technology space, Barletta played a key role in the world’s first shakeable ad in 2009 and held leadership positions at prominent podcast companies like Megaphone and Claritas. He’s an advocate for digital audio, pioneering the first-ever Podcasting at SXSW- Sound Summit in 2024, which brought big players – like ESPN, Wondery, SiriusXM and more – together with celebrities and podcast hosts, including Marsha Cooke, Nick Viall and others, to give the industry the recognition it deserves.
… with Tom’s partnership
Tom Webster is a Partner at Sounds Profitable, dedicated to setting the course for the future of the audio business. He is a 25-year veteran audio researcher and trusted advisor to the biggest companies in podcasting, and has dedicated his career to the advancement of podcasting for networks and individuals alike. He has been the co-author and driver behind some of audio’s most influential studies, from the Infinite Dial® series to Share of Ear® and the Podcast Consumer Tracker. Webster 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. He’s done a card trick for Paula Abdul, shared a martini with Tom Jones, and sold vinyl to Christopher Walken.
Also featuring Gavin…
Head of Content
Gavin Gaddis is a media critic, podcaster, and amateur ferroequinologist. They’ve been in the podcasting industry since 2017 and can’t seem to stop writing about it.
And Lauren!
Operations Lead
Lauren Demers has spent two decades immersed in the world of books, mastering the art of bookstore retail management—probably knowing the perfect read for any mood. After that, she switched gears to lead operations for a game company, proving that storytelling isn’t just for novels. Joining Sounds Profitable not only continues the story (this time in audio), but brings her back to her days as a GM for her college radio station. Beyond work, she’s an avid traveler with an insatiable curiosity for new places, cultures, and experiences. If she’s not exploring a faraway destination, you’ll find her lost in a great book.
If you are interested in becoming a partner of Sounds Profitable, please contact Bryan Barletta at Bryan@soundsprofitable.com. Visit our partnerships page to learn more.
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