Podcasting Future Valuations

Did you know that in 2018 podcasting was responsible for $479 million in revenue? The podcasting industry is predicted to break the billion mark in 2021, and in this episode MacKenzie discusses podcasting future valuations overall. The episode starts with a quick recap on Apple changes; nothing to worry about, this is an Apple years in the making. MacKenzie discusses advertising and how the entire industry needs to try something a bit more creative to continue growth if they’ll make it to the billion dollar valuation. Lastly, if you don’t have a trailer for your podcast, you might be missing out on potential new listeners. Stick around to the end to catch the latest podcast MacKenzie was a guest on.

Thanks for listening and please subscribe via your favorite podcast app. If you’d like to be a guest on the show reach out to MacKenzie. She’s always looking for fun, new podcasters that use Blubrry services, specifically PowerPress.

Fan of PowerPress? Leave us a review here!

Show notes:

Apple Podcast Categories
Apple Kills iTunes: Details on what this means for podcasters.
Your Podcast: Todd and Mike discuss details the upcoming Apple changes.
Podcasters Concerned About Money in Podcasting
Ads Could Limit Podcast Revenue
Include a Trailer for Your Podcast: Data to back it up?
Women in Tech: MacKenzie as a guest on Espree Devora’s show.

iTunes is dead. Long live Apple Podcasts.

Apple announced they are killing iTunes. What’s that mean for the podcast directory?

In case you haven’t heard, last week at their annual WWDC, Apple announced that they were officially (finally) killing iTunes this fall. 18 years ago, when it was first released, iTunes was focused on ripping CDs, storing MP3s, and buying songs. Then apps and movies and TV shows and podcasts. It’s gotten so bulky that Apple engineering lead Craig Federighi jokingly suggested “How about calendar in iTunes? I mean, you can have all of your appointments and your best tracks all in one app!” during the presentation. So, yeah, it has become a bit bloated. Apple even suggested this move for Apple Podcasts years ago.

iTunes Podcasts vs. Apple Podcasts

Don’t worry. Apple Podcast directory still exists. So keep creating great content and promoting your podcast.

All that’s really going to happen this fall when Apple rolls out its latest operating system is what Apple did to iTunes on iOS years ago: splitting out music, podcasts, and TV & movies into separate apps. This is most likely a good thing because it should provide a much better, more focused user experience for your podcast listeners. No more toggling between TV, Music, apps, etc. on the desktop iTunes application. Instead of being buried beneath multiple mouse clicks in iTunes on desktop, the Apple Podcasts directory will live in the Apple Podcasts desktop app. Nothing is really changing (except the categories, see below), just the app that houses the directory.

Apple Podcasts Directory Category Changes

Apple this week also announced this summer they’ll be adding a few new top level categories such as Fiction, True Crime, and History. They’ll also be eliminating/reorganizing some sub-categories. You can find the updated list of podcast categories here. Not to worry, though. Blubrry will be implementing the changes as quickly as we can, and there really shouldn’t be too much for you to do on your end. And, as always, Blubrry is the only podcasting services provider in the market providing complimentary support for our podcast hosting, podcast stats, and PowerPress Sites customers from real, live humans on our customer support team.


Don’t worry. Even though Apple is killing iTunes, the Apple Podcast directory will still exist and Blubrry will be implementing the category changes as quickly as we can. So keep creating great content and promoting your podcast.

June Affiliate Contest

Extra $$ For Top Blubrry Affiliates

There’s not a whole lot that motivates folks more than cash, right? So, in addition to your scheduled June payments, we’ve got the opportunity for another reward at the beginning of July. The three affiliates with the most sign-ups in June will receive a bonus payment of $500$250 and $125 respectively.
Are you a winner? We’ll announce publicly and email the winners and send the appropriate payment the first week of July to your PayPal account. This contest is open to any affiliate, regardless of how long you’ve been a Blubrry affiliate or even if you’ve never been paid before.

Promotion Ideas

  • Summer Googling: People search for specific things throughout the year. Such as… starting a summer project aka a podcast. Write a blog post and/or mention this in your social channels.
  • Special Edition Newsletter: Remind people of what you’re promoting every once in a while. If you’re including Blubrry in a regular newsletter, things can get lost or forgotten in the clutter.
  • Follow Up: Often forgotten, but important. If you’ve spoken with a follower and discussed this but know they didn’t get started yet, reach out to them. A little effort goes a long way.
  • Post – Upload – Publish on PowerPress: Don’t forget publishing your podcast with Blubrry and the PowerPress plugin saves you time, and time is money.

Not an Affiliate? Signup to become one today and get in on the action.

iTunes is Dead, Long Live Apple Podcasts! – YP59

iTunes may be dead, but Apple Podcasts is doing just fine. Changes are afoot at Apple, announced at WWDC last week and we’ve got all the information you need. Stick around to hear why you want to use WordPress and PowerPress to power your podcast. Mike and Todd were even both in the same time zone this time around to record. Don’t miss them reviewing push vs. pull technology too!

Thanks for listening to the show and please subscribe at PowerPressPodcast.com.

We love our PowerPress users, please leave us a review 😀


  • It’s official: Apple is killing iTunes as a whole on Mac desktops (iTunes software for Windows, etc.)
  • Categories: They’re updating categories later this year. No need to stress.
  • New Images: Adding new images for podcast posts. We’ll have more details later on.
  • Transcription Search: They’ll be adding this feature to the Podcasts app.
  • iTunes Tags: Changes for the above updates.


Advantages of Being on WordPress and PowerPress with Blubrry Hosting.

( PowerPress *can* be used without Blubrry hosting if you HAVE to)

  1. Own your RSS feed by using PowerPress on YOUR domain.
  2. Stable platform that is updated regularly for new things in podcasting (like Apple Categories and tags).
  3. Not going out of business next week (or without notice).
  4. IAB v2.0 Certified Compliant stats.
  5. All kinds of support; we offer screen sharing to troubleshoot your issue.
  6. Ease of use: Post – Upload – Publish.
  7. Using your own domain means you cannot be “deplatformed” easily.

    Disadvantages of going with a less established platform.

    1. Support may be hard to get or nonexistent.
    2. You don’t own your RSS feed address.
    3. Company stability; no worries on if they’re going out of business in the future.
    4. They may submit your feed to the directories (easy) but you don’t own those listings (bad).
    5. May not keep up with the changes at Apple or other directories (cough Soundcloud cough) Beware of shiny object syndrome. Things may appear better than they actually are.


  • Directory issues: If an episode isn’t available in only one specific directory, AND you’ve given that directory ample time to update, it is most likely a problem with that app or directory. Please contact that team first.
  • Spotify listings: Lately they’ve been slow updating shows with new episodes. Relax, nothing is wrong, as long as your episode is in your feed and is available in all the other directories. Spotify is just lagging at the time of this recording. By the time you hear this it’s possible the problem has been fixed.

All podcast directories and apps utilize your RSS feed. When you update your RSS feed with a new episode, directories, apps and subscriber software, all check YOUR RSS feed to see if something is new. It’s not an instant technology like we’re used to with Twitter, Instagram, posting blog posts. etc.

It’s common for people to have the wrong impression of how RSS feeds work, thinking they PUSHES out to everyone. It does not. ALL these places and your subscribers PULL your feed. It asks for your feed when it gets around to it and PULLS your feed to update your listing. Your subscribers are subscribed to your feed and after that never really touch Apple Podcasts or the other services again – they use it simply for the listening capability. They are just subscribed to your feed directly in their app of choice. Subscribe to your own show and take care to notice if you receive your new episodes right away. If so, everything is working correctly. It works the same as every other directory or app. There is nothing we or you can do to make that faster. It takes whatever time it takes.

To check your RSS feed to make sure it’s working and which episodes are in it, go to CastFeedValidator.com and put your RSS feed address in the box and validate. This will display the contents of the feed and what is in directories and apps at the time.

To ask questions or to comment on the show, you can contact Todd or Mike here: yourpodcast@blubrry.com.

Podcasts Within Educational Institutions

After a long hiatus, the PowerPress Podcast is back. For the most part school is out for the summer, but we’re here to talk about a podcast that works at Penn State University. Before they get to that, MacKenzie and this episodes co-host discuss subscribers. There is quite a bit of misunderstanding of how subscribers are calculated for podcasting, and this will give a better explanation and insight into these numbers – or lack there of.

Jenna Spinelle, co-host of Democracy Works for the McCourtney Institute for Democracy at Penn State University, shared her experience getting a show off the ground rather quickly and expectations she has for podcasting in 2019. She has written two articles for Medium on the subject, they’re linked below. She will also be on a panel at Podcast Movement this summer, don’t miss it.

Lastly, they talk about a new partner for Blubrry, Audioburst. Free transcriptions and audio bursts of your podcast. They help you take your content to the next level with easy ways to share sound bites of your show and add a transcription to your website. Learn more with the link in the show notes.

Thanks for listening and please subscribe via your favorite podcast app. If you’d like to be a guest on the show reach out to MacKenzie. She’s always looking for fun, new podcasters that use Blubrry services, specifically PowerPress.

Fan of PowerPress? Leave us a review here!

Show notes:

Beyond the Download – Subscriber Numbers

Democracy Works

Five Questions to Ask Before Starting A Podcast At Your Organization

Why 2019 will be the year of the podcast in higher education — and what it means for the industry

Audioburst – Blubrry’s new partner

6 Creative Ways to Promote Your Podcast

6 Creative Ways to Promote Your Podcast

Unfortunately, Field of Dreams was wrong: if you build it, they will [not] come.

if you build it, they [won't] come.

So, hopefully, you’re not taking marketing advice from ghostly voices in movies. In the real world of podcasting, it’s not enough simply to have a podcast. People have to know about it: where, when, how, and–most importantly–why to listen. Below are 6 creative ways to promote your podcast.

Search Engine Optimization (SEO) for Podcasts

We’ve discussed podcast SEO a few times in the past, so won’t spend too much real estate rehashing it here. The short version, though, is that a solid SEO foundation and strategy can help you show up at or near the top of search results for questions your audience members might have. Be the one that answers those questions best, and SEO can work for you. Want to read more? Here’s a podcast SEO blog post, a PowerPress podcast SEO article, and (if you want to be an uber SEO nerd like we do) a beginner’s guide to SEO.

Social Media Marketing for Podcasts

If SEO is the Internet’s phone book, social media is the party. Sometimes it’s a networking breakfast (LinkedIn). Some times it’s a family or high school reunion that you have to pay to get into (Facebook). Sometimes it’s a wild night full of shouting, dancing, and other shenanigans (Twitter). Oh, and Instagram is like a bunch of “live your best life” gurus at a conference. Ok. That might seem a bit simplistic or cynical, but the point is that you need to understand what people expect on each of those platforms. Here are a few ideas for how to promote your podcast on each of the main platforms:

  • Facebook: custom audiences. Within Facebook, you can target people based on your contact list, website visitors, and app users. In short, you can show Facebook who your audience is, and Facebook’s algorithm will serve your ads to folks like them. It can be fairly cost effective.
  • LinkedIn: native video is key here. All the social platforms are prioritizing their native video offerings as a way to increase adoption. LinkedIn perhaps more than most. So, upload a short teaser about the most provocative part of your featured podcast episode. In the “What do you want to talk about?” section, be sure to include an even shorter–but keyword rich–summary and a link to your website or podcast location (Spotify, Apple Podcasts, etc.). Don’t forget the hashtags at the bottom of that dialog box either because they’ll help your content find legs and reach new audiences on LinkedIn.
  • Twitter: Twitter chats are still a thing, so join them and be helpful. Most likely, there are already existing Twitter chats related to your podcast topic. Use the advanced search to really hone in on your audience and find chat’s they participate in. Then, the next time that Twitter chat is taking place, join in the fun! But don’t go in, guns blazing, “Hey!! Hey! You all! Listen to my podcast!!” Please. Don’t be that person. Instead, be helpful, be genuinely interested in the conversation and further the discussion. Over time, this can help establish you as an authority on the subject, which will then drive people to your podcast.
  • Instagram: Blubrry has a fantastic partner for this one. Recently, we partnered with Audioburst to transcribe podcasts and prepare shareable “bursts” for social–complete with an image to share to Instagram. Even better? It’s free for Blubrry hosting customers.

Blog Posts

Top 10 blog posts. There’s a reason you see approximately infinity blog posts titled “Top X [insert topic/companies/people to list]” blog posts: they work. On your podcast blog, create a top 10 list of people/companies related to your podcast topics. Link to their websites or social profiles. Reach out to them via email or social and let them know how amazing you think they are, and include a link to the post. If the list is genuine (and people can smell a fake 10,000 miles away, especially through the internet), more often than not, they’ll give you a shoutout on social or on their blog.

Referral Campaigns for Podcasts

Who better to spread the good news about your amazing podcast than your existing listeners? They already love you and your point of view. They probably even talk about it with their friends, family, and colleagues. So give them even more reason to do so with a referral campaign. Some super important considerations, though: First, consult with your legal counsel about what contest and/or sweepstakes laws/regulations might be applicable in your area. Second, make sure you have proper terms & conditions and a privacy policy easily accessible. Third, keep the bar for entry as low as you reasonably can and proportional with what they might receive for participating. The goal is to get your audience refer as many people as possible in the shortest amount of time. For example, have people tag friends in the comments of a Facebook post for a chance to win prizes. The prizes could be swag, or access to your back catalog, or a personalized message for the voicemail greeting. The prize doesn’t have to cost you a lot for it to be valuable to your audience.

There are plenty more creative ways to promote your podcast. What has worked well for you? Share in the comments or on social.

Podcast Storytelling Tips

Humans love stories.  We love anticipating what’ll happen next to our favorite characters. We love getting to live vicariously through their lives. To quote Tyrion Lannister from Game of Thrones: “there’s nothing more powerful than a good story.” Podcasts are no different. Every podcast tells a story–from sports, to religion, to finance, and everything in between.  Sure, you could spend a lifetime honing your storytelling craft. But we wanted to drop a few podcast storytelling tips to get you started.

Know your audience

To truly tell a compelling story with your podcast, you need to have an empathic understanding of who your audience is, and why they’re tuning in to your show. More than that, if you can, try to get a feel for their daily trials and triumphs, their hopes and fears. There are plenty of tips and tools out there to help you create this persona of your podcast audience (Google is your friend).

Storytelling basics

We all learned it in grade school, but every story needs a beginning, a middle and an end. In the beginning, you introduce the players, let us get to know their ordinary lives a bit, and lay the foundation for the middle. In the middle, you introduce the tension–the thing that makes you squirm, that flips the player’s lives on their heads. This is where the struggle and suffering comes in. Our hero defies all odds and takes us to & through the climax to the ending. There are several great books on the subject, such as Joseph Campbell’s The Hero With A Thousand Faces, and The Seven Basic Plots by Christopher Booker. For podcasting, you can think of each episode of your show as a self contained story, or you could see each season as such. Both can be successful approaches to storytelling, it just depends on what your preferred format, subject matter,  and approach are. Have a tech news podcast? Might want to primarily focus on episode-as-story because news moves fast, and tech news moves even faster. But even with that approach, there are certainly opportunities for longer timeframe story arcs.

Podcast storytelling example

Think about how you’d talk about Instagram’s transition from photo filter app, to a billion dollar unicorn where we all go for our favorite bite sized hits of current pop culture and micro influencers. How brands and influencers have, with varying degrees of success, become a core content pillar. How those same influencers are now abandoning the “Instagram Aesthetic.” If you have a tech news podcast, each of those points could’ve been an individual episode with a beginning, middle, and end. And they each tie in to a larger, longer story arc about the life of a startup in the tech industry.

Podcasting is a perfect storytelling medium

Our storytelling center of gravity is constantly shifting. From gathering around the campfire and sharing news and creating the social myths that hold groups together, to gathering around the radio or TV and doing the same. Podcasts carry that torch into the future. Now, instead of audience being limited by geography or big time broadcast capital needs, with minimal investment in podcast hosting and gear we can tell our story–share our unique perspectives–to the entire world. What are your favorite tips and tricks for creating a great story on your podcast? Sound of on social or in the comments.

Partial Download Data Now in Blubrry Stats – YP58

On this, the last “Your Podcast” where Todd is in Hawaii (at least for now), Todd and Mike talk about a new feature in Blubrry stats for hosting customers, iHeart Radio adding shows, Podtrac becoming IAB compliant and a bit of history of the IAB podcast measurement standards.  Also, played a great promo from a Blubrry customer. (Send yours in today!)


Thanks for listening to the show and please subscribe at PowerPressPodcast.com.

We love our PowerPress users, please leave us a review 😀


  • Blubrry releases Partial Download Data in Stats (for a limited time to hosting customers)
  • iHeart Radio adds a bunch of Podcasts (This one included) and is now up to 250,000 shows. (although some are still 404)
  • Podtrac redoes it’s stats algorithm for IAB v2.0


  • IAB Podcast Measurement Guidelines v2 and the story behind how they came to be.
  • Fret Buzz The Podcast promo
  • Name this podcast.  We haven’t got any suggestions lately.   So I guess it’s Your Podcast for the time being. Send in suggestions if you have them.


  • Partial Download Stats –  The Partial download stats do not have any effect on the total downloads you will see.  They are just additional information. The Totals are what counts as a download according to the IAB v2.0 standard.  The partials are just added info so you have some more insight of how your show is listened to (mostly by people hitting play on the web).
  • Spotify Stats –  The stats that Spotify shows you in either the spotify section of Blubrry stats or the stats at Spotify itself, are NOT included in the main blubrry stats.  This is because spotify uses a different method to count “plays”. We can not add them to your main stats. In the future, we will go to Pass-through on Spotify which then will put Spotify numbers in the same stats with the rest of your stats.
  • Blubrry accounts, Show Listings, Hosting subscriptions and Pro stats subscriptions.  Please ask if you only want to get rid of one thing or the other. Delete account (with LOTS AND LOTS OF WARNING) will remove the entire account including your ability to login to blubrry.com.

To ask questions or to comment on the show, you can contact Todd or Mike here: yourpodcast@blubrry.com.

Podcast Partial Download Reporting

Blubrry Hosted Stats Just Got Even Better with Partial Download Reporting

Sometimes, big improvements come in small packages. Such is the case with a brand new feature you’ll find in your Stats Dashboard if you’re a Blubrry Podcast Hosting customer: Partial Download Reporting. (not a podcast hosting customer yet? We have great podcast hosting options for just about any podcaster.)

Partial download reporting: what it is and why you need it

Blubrry was the first podcast host with an IAB Tech Lab Certified podcast stats platform. Kind of a big deal, if we do say so ourselves. That industry leading stats platform just got a great upgrade. Partial Download reporting, now available as a free upgrade to our hosting customers for a limited time, partial download reporting helps podcasters understand their audience’s consumption patterns better. Our proprietary system sifts through your downloaded data to determine which downloads were complete and which weren’t. That means you’ll be able to tell when & where you might have lost your audience’s attention. Which means you have another tool in your arsenal to keep improving your podcast content, pacing, and format.


Read more here, or go to your stats dashboard and check it out.

Get partial download reporting for free today.

If you’re already a Blubrry Podcast Hosting customer, this is a limited-time free offer. This is a premium feature of which there will be a small upgrade fee beginning July 1.

Gimme My Stats!

If you’re not yet a Blubrry Podcast Hosting customer, sign up today. This is a limited-time free upgrade when you sign up for hosting.

Host With The Most!

Google Indexing Podcasts on Desktop and Mobile Browser Search – YP57

The Podcast Help Desk show is now indexed on Google.

Todd and Mike are both a little under the weather, but that didn’t stop them covering a lot about Google indexing and searching of podcasts. There is also lots of conversations on what directories will display your show notes, we clear that up. We’re still looking to collect podcast promos that we can use on the show, so get recording. They wrap up the episode discussing podcast titles – some dos and dont’s.

Thanks for listening to the show and please subscribe at PowerPressPodcast.com.

We love our PowerPress users, please leave us a review 😀



  • Google indexing podcasts on desktop search? It appears it’s indexing from Apple’s new preview pages and not natively as reported in some news outlets. See: Google Search For “Your Podcast” Interesting that the episode links go to Google Podcasts!
  • A variety of apps and directories will display your show notes. How they do this is up to their discretion. This link from Podnews goes into the details of who does what. Thanks Podnews! What you put in the feed is all your control, again it’s totally up to them on what they do with it.
  • Podcast promos: Last episode we put out a call for listeners to send us their podcast promo. We’ve received a few so far, send yours! Send em to: YourPodcast@blubrry.com and we might play it here.
  • Today’s promo you’ve heard in the show is, Blubrry customer Brian Kilby, from Radio Free Cybertron – TFRadio.net.
  • What’s in a name? What should your podcast title be? Here are some suggestions from Inside Radio.

Unrelated… send in your suggestions for a new name for this show.  We have had a few responses but would like to hear from YOU! YourPodcast@blubrry.com


  • Change the password or email at blubrry.com? Then you need to relink your account in PowerPress (even if you are on a PowerPress site at Blubrry.net) Just log out and log back in with new password. Not linked, no PowerPress usage with your Blubrry account.
  • Give it a little time, changing titles, author tags, artwork or any other metadata in your feed, typically takes 24-72 hours before it updates in directories. Podcasting is PULL (directories pull your feed)…. NOT PUSH (you don’t push automatic updates)…

*** 2nd to the last with Todd in the Hawaii Studios. More in-person shows to come this summer from Michigan or Ohio.

To ask questions or to comment on the show, you can contact Todd or Mike here: yourpodcast@blubrry.com.