This Week’s Influencer: FlightStory’s $100M “NO”; Marketing Brew Weighs in On Defining Podcast, Global Pods Grow, Bobby Lee Sings and more…

CAOs, always remember that being exclusive isn’t all it’s cracked up to be when open distribution is a growth strategy.

“We want to be everywhere, all the time—and never reliant on one singular platform.” – Christiana Brenton (Co-Founder & CRO, FlightStory)

Open Distribution as a Business Model: The $100M offer they turned down? It came with strings: exclusive platform deals, walled-garden distribution, and ad loads that could kill listener trust. FlightStory said no, because open distribution fuels reach and resilience. Diary of a CEO is now publishing to YouTube, Spotify, Samsumg TV Plus, and even in-flight entertainment on major airlines… talk about a ”flight story”.

Know Nothing? Test Everything: Steven Barlett didn’t know the rules of podcasting. That worked in his favor. His video-first mindset, rooted in his social media background, enabled FlightStory to build and experimentation culture where nothing is assumed and everything is tested. 300+ thumbnail/title tests per episode. Eye-tracking rough cuts. AI-powered content planning. It’s not a content farm – it’s a creative laboratory.

Measurement Is Still Broken… But Preassure Can Help: Despite incredible growth, measurement lags behind. Brands want attribution… then get vanity URLs. CPMs mislead. Metrics don’t translate across platforms. Christiana’s take? Preassure can make a diamond. ”When partners spend millions with us, we owe them performance. That accountability fuels better work”. That goes both ways: for creators and platforms alike, transparency in attribution is a must.

For marketers looking to grow their audio programs without sacrificing integrity, this one’s not just a good listen—it’s a blueprint for success!

The Classifieds

Murder, She Wrote, then Recited

Network: QCode Media / Monthly Downloads: 900k

True crime continues its upward ascent, and we’re more than happy to celebrate it in this week’s classifieds. Our first comes from a multi-talented icon: TikToker, filmmaker, comedian, and now podcast host, Kris Collins. She has a huge footprint across the Gen-Z media landscape, with her relatable cadence and quick wit drawing many. Though newly represented by QCode Media, Crime, Conspiracy, Cults and Murder has been a Spotify chart-topper for some time, thanks in part to her heavy Gen Z audience on TikTok and YouTube. While she might be typically known for her light observational comedy, this podcast’s content is anything but; often focusing on grisly stories of humankind at its worst. The research and presentation denote a professional production that feels educational without being dry or obtuse. Oxford Road advertisers are already finding success in testing this opportunity, especially those who prefer video-heavy offerings. It would be criminally irresponsible for you not to test, so please submit your evidence at the link below.

Get The Deal

But Here’s What REALLY Happened…

Network: Audacy / Monthly Downloads: 600k

Helming one mega-popular podcast? Why not two? These are the questions Morgan Absher surely asked herself before launching her newest venture with PAVE Studios, and fellow podcaster Kaelyn Moore. Absher is best known for providing her expert POV and real-world experience to sensational stories of redemption, betrayal, and abject lunacy. It makes sense that her next venture would lead to the torrid world of true crime. Absher and Moore spend each episode combing through well-known cases, as well as trending topics related to forensic science, criminal investigation, and clinical psychology. What sets this podcast apart from its contemporaries is its interest and exploration of the actual clues that investigators followed to piece together these lurid crimes. This is recommended for female-skewing clients or those seeking top-of-mind, trending options for their next test. Put those magnifying glasses away; the link is easily perceptible for you to click below.

Get The Deal

In Case You Missed It

Podcasting’s Growth Goes Beyond Reach

Americans now spend 773 million hours per week listening to podcasts, rising 355% since 2015, according to Edison Research. On average, listeners spend 7.7 hours per week engaging with podcasts. This growth in time spent is a key industry metric, offering more opportunities for advertisers and signaling strong engagement. When audience growth slows, which let’s face, it is inevitable, total listening time becomes the clearest sign of podcasting’s continued success and value. CAOs, the growth in time spent listening to podcasts is astounding. It’s not just that more people are listening to podcasts; people are listening longer, and that’s a big deal.

Read More

Public Media (Almost) Defunded

The U.S. House of Representatives has approved legislation cutting federal funding for the Corporation for Public Broadcasting (CPB) for 2026 and 2027, following a narrow Senate vote. This move threatens hundreds of public radio and TV stations nationwide, especially small, independent outlets that rely on CPB support for vital services, including trusted local journalism and even emergency alerts. Such was the case in Alaska just last week. If you’re a marketer, you might wonder what this means for your advertising efforts. In the short term, probably not much. Over time, though, the landscape could shift. With less federal support, we may see a reduction in public media content overall. What remains may begin to operate more like commercial media. That’s not necessarily a bad thing (at least for advertisers). Public media reaches a valuable audience, and these changes could create new opportunities. Think more flexible messaging, more sponsorship inventory, and maybe even longer sponsor messages.

Read More

Land Ho! Podcasting’s Global Expansion

Podcasting remains US-centric, with most shows, listeners, and ad dollars spent domestically. However, global adoption is growing, prompting marketers to expand podcast ad strategies internationally. Magellan AI data reveals that 64% of new podcast advertisers target only U.S. audiences, 27% focus solely on foreign markets, and 9% adopt globally diverse campaigns. Ad placement strategies vary by region—US marketers favor mid-roll, direct response ads, whereas countries like France emphasize pre-roll and post-roll formats. Ad load also differs globally, with the U.S. leading in ad share per episode. These shifts highlight a more complex, nuanced global podcast ad landscape emerging. Podcasting is evolving into a truly global marketplace. That’s good news for marketers with international ambitions. If that sounds like you, let’s talk. We’ve got the expertise to help you navigate international waters.

Read More

#SaveTheLiveReads

Bobby Lee Drops New Shopify Single

Listeners of TigerBelly with Bobby Lee and Khalyla were recently treated to something truly unforgettable in this week’s #STLR—a full-blown musical tribute inspired by their love of Shopify. These two have clearly mastered the art of personalization, kicking things off with an improvised jingle that’s equal parts hilarious and catchy, guaranteed to stick in your head. Their playful chemistry and high-energy delivery feel perfectly in tune with the TigerBelly brand, turning a simple endorsement into pure entertainment. Backed by their real-world experience using Shopify to sell TigerBelly merch, their praise is both authentic and persuasive. With a clear call to action and a strong emotional hook, The TigerBelly crew effortlessly positions Shopify as the must-have platform for anyone ready to launch or elevate their online business.

Listen Here

Contact us for a Consultation

OXFORD In The News

Audio’s Video Makeover

Regular readers already know Dan Granger (CEO and Founder, Oxford Road) is helping redefine what podcasts are in a world where audio and video are increasingly pitted against each other. In a recent interview on Marketing Brew, Dan and other industry leaders advocate for industry-wide measurement standards and more nuanced segmentation between podcast formats, aiming to help brands invest more strategically. For CAOs, this means navigating complex cross-platform metrics while leveraging AI tools for targeting and brand safety. TLDR: Video isn’t replacing audio—it’s enhancing it, but only when used with intention. If you haven’t yet listened to this week’s MRT episode, now would be a good time.

Read More

From premium host-read sponsorships to scalable programmatic buying, Libsyn Ads delivers flexible solutions tailored to your campaign goals. Get the reach and advanced tools of an enterprise platform, paired with the customization and tailored touch of a specialty partner. Be heard by millions of listeners each month—on the platform that made podcasting what it is today. Visit advertising.libsyn.com to speak with a Libsyn Podcast Advertising Specialist today.