This Week’s Influencer: “Podcast Boss” John McDermott Keeps Podcasts Relevant; Giles Martin on how Advertisers Track the Wrong Signals; and More

Reminder: Shows don’t need a million downloads to make an impact.

This week, in a podcast studio, somewhere on the final frontier, Dan Granger (CEO, Oxford Road) and John McDermott (Co-Founder, Caloroga Shark Media) boldly go where nobody’s gone before, to discuss how there’s plenty of space in podcasting for celebrities AND friends to talk Star Trek and beyond. This episode of “What’s a Podcast? – The Extended Interviews” is sponsored by Claritas.

“I’m not the anti-video guy. I just want to stick up for, hey, there’s nothing wrong with heading down to the basement and talking about Star Trek with your friends.” –  John McDermott (Co-Founder, Caloroga Shark Media)

The team is talking: Jimmy Buffett’s Business Model, YouTube’s Numbers Game, Podcast Peer Pressure, and more. Let’s voyage in.
It’s Podcast O’Clock Somewhere – Remember: Anytime’s a good time to connect. “I subscribe to the Jimmy Buffett theory, which is: be everywhere. He used to stream his concerts for free, and then when he came to your town, you couldn’t wait to go see him. Anything that builds your fan base is a great thing.” CAOs, partner with podcast hosts who can reach their audience wherever, whenever. That way, you can do the same.

Is the YouTube Math Mathing? – YouTube claims to have 1B monthly podcast viewers. The platform’s a juggernaut, but John brings in some healthy skepticism.

1. How many of those billion can you actually sell to (if your product is US-only)? 
2. What does a viewer actually mean for time spent with the show?Consider this our soapbox moment for both YouTube’s podcasting prowess and the need for transparency around metrics between platforms.

Keeping up with the Mr. Beasts – Don’t judge a podcast by its video quality. As more shows turn to highly-produced video and A-Listers get behind the mic, audience expectations shift. John: “Can you keep up with Mr. Beast? Most of us can’t.” But maybe indie podcasters don’t have to. What matters is the quality of the SHOW, not the visuals. Case in point, audio-only This American Life (hear from Ira Glass himself in a recent MRT episode). When we’re looking to find the right podcaster for our brand, we should focus on how they’ve built their audience, not how they’ve built their set.

Want more podcast insights you won’t find anywhere else? Tune into the full episode below.

The Classifieds

Sister, Sister, Talk About a Two-Way Twister

Network: Colture Podcast Network /Monthly Downloads: 15k / 
Current Civility Score: 99, HIGH

This week marks the 160th anniversary of Juneteenth, a federal holiday since 2021. In celebration of this momentous day, we’re highlighting a podcast that serves to provide resources to the Black community and to destigmatize mental health. Dr. Cassandre Dunbar is a well-respected doctor, professor, and educator who’s passionate about creating community-based links to accessible forms of self-care. Though many providers try to be inclusive and open-minded to all patients, there are nuances for Black Millennial Women where specific tools to decode, diagnose, and treat are embraced and preferred. Dunbar has received acclaim and accolades in the medical community for her outreach and beloved feedback from her listeners. Brands are also finding success in working with this podcast, especially those looking to reach self-improvement, health-minded young women. Be well, and join the community with the link below.

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She’s Speaking Her Piece, Flaws and All

Network: Backyard Ventures / Monthly Downloads: 40k
Current Civility Score: n/a

Kjersti Flaa may be Norwegian in origin, but her work is as ‘Hollywood’ as it gets. The longtime entertainment journalist and YouTuber has interviewed some of the biggest names, which has led to countless viral videos and a legion of loyal followers. Flaa has recently been a part of the discourse surrounding the Baldoni / Lively lawsuits, even briefly resurfacing her own experiences with these celebs. In her newest project from Backyard Venture., She showcases anything and everything “flaawsome.” Each week, Flaa shares her adventures as a journalist, detailing how a story is developed and the ways in which ego often rears its head. Through her previous work as a YouTuber, Flaa has amassed countless DR brand partnerships that continually see success today. Similar advertisers looking to reach informed, entertainment-inclined young professionals are recommended to test in Q3. Whether you prefer lutefisk or lasagna, you’ll always find something appetizing at the link below.

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In Case You Missed It

Joe Rogan is This Generation’s Walter Cronkite

Reuters data shows that younger Americans increasingly turn to podcasters like Joe Rogan and social platforms for news, surpassing traditional news outlets. Trust in mainstream media is waning, and AI tools like ChatGPT are becoming part of the news consumption mix. Last week, we highlighted how radio continues to hold its own as a news source, but podcasts are closing the gap. This new report from Reuters drives thepoint home: podcasts are increasingly becoming a go-to news source, particularly for younger, more skeptical audiences. The shift underscores how listeners are gravitating toward personalities they trust and away from traditional gatekeepers.

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Use the Bot, Keep the Heart

A survey by Acast reveals that 100% of podcasters and 85% of listeners consider the use of AI tools like ChatGPT ethical in content creation. However, listeners prefer AI to assist rather than replace human creativity. AI is a valuable tool in podcasting, and it has quickly gone from new tech to  part of our everyday lives. Go ahead and leverage AI, but take a cue from listeners and maintain a human touch for audience connection.

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It’s Both Audio and Video in Podcasting

According to the Spring 2025 Podcast Download Report by Cumulus Media and Signal Hill Insights, audio continues to dominate podcast consumption. Still, YouTube has emerged as the leading platform for podcast discovery, with 44% of new listeners starting their podcast journey via YT. However, the platform is not exclusive, as consumers often listen to podcasts across multiple platforms. The report also highlights that downloads and listens may underestimate the actual audience due to co-listening. With all the news these days about video in podcasting, it’s interesting to see this report and data that shows audio remains the preferred choice for many listeners. This underscores that it isn’t audio vs. video, it’s both.

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Save the Live Reads

Stavvy Built His Bed, Then Sold the Dream

Coming to the rescue as your weekly problem solver, Stavros Halkias on his show Stavvy’s World is this weeks #STLR winner championing luxurious designs from Thuma.

His host-read feels authentic, and conversational, with a testimonial that includes a relatable struggle (assembling a bed frame) and how Thuma solved that problem with ease. Stavvy naturally weaves in product features—clean design, premium materials, easy assembly—all the while never sounding scripted. The excitement in his delivery, especially about exploring more Thuma products beyond his bedroom furniture, builds trust and enthusiasm. Plus, his casual tone and personal endorsement make this ad feel more like a friend’s recommendation than a sales pitch.

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Oxford in the News

The Metrics Are Lying (Unless You Know What to Look For)

Giles Martin, EVP of Strategy and Insights, Oxford Road doesn’t mince words: ‘Most podcast advertisers are tracking the wrong signals.’ In this sharp Q&A session with HiTech Nectar, Giles calls out the common traps brands fall into—and shares the smarter metrics that actually move the needle. It’s a masterclass in what really works in audio, straight from one of the most dialed-in experts in the space. If you’re spending in podcast, you can’t afford to miss this interview.

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