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The business of podcasting

About Sounds Profitable

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. 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

  • Industry-Leading Research starting with our first study, The Creators, and the new Sounds Profitable Quarterly Research Series, designed to answer the most pressing industry questions, with free and open access for all

  • 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

  • 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 newsletter

Our newsletter currently has 7,711 active newsletter 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 attribution/analytics (eg Chartable, Claritas,, Podsights)
  • Data Platforms (eg Liveramp, Magellan AI, Nielsen)
  • Advertising industry (eg Ad Results Media, Hearts & Science, Oxford Road, Veritone)


Sounds Profitable was created by Bryan Barletta, a seasoned professional with over 13 years in the ad technology space, including tenure at podcast companies Megaphone and Claritas. Bryan was part of the team that created the world’s first shakeable ad in 2009. Bryan would be more than glad to be a guest on your podcast or to speak or moderate a panel at your next event.

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.

If you’ve engaged with us on social media, thank Arielle Nissenblat for the strategies and tactics that make our properties sing. She also serves as co-host for some of our podcasts.

Caila Litman provides our research analysis. With time in revenue operations for both Vox Media and Condé Nast, Caila possesses deep knowledge of the podcast ad business, measurement methodologies, audience development, product marketing, and the audio industry as a whole.

Ian Powell provides audio engineering, and weekly artwork is provided by Jake Crowe.

If you are interested in sponsoring Sounds Profitable, please contact directly. Read the editorial disclosures for more details.


This website is published by Sounds Profitable, Inc. (“us”, “we”).


Our website is operated on our behalf by Podnews LLC. You can read the full privacy policy on their website.

Copyright and terms of use

This website is copyright © Sounds Profitable, Inc. Reproduction is prohibited without our written permission.

Information you submit to us with the intention of being published is deemed to be licensed to us for our use.

Information is provided “as is” without any warranty as to accuracy, quality or fitness for purpose. You use this website at your own risk.


Our partners support a collaborative and educated podcasting space and are committed to raising up the whole industry together. Find out how you can become a partner today by emailing us directly

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