🎧 The Big Things Killing Your Audience Growth (and How to Fix Them) | Guest Tom Webster

🎧 The Big Things Killing Your Audience Growth (and How to Fix Them) | Guest Tom Webster

From Brandwidth On Demand by David Martin & Kipper McGee

August 7, 2025 · 17 min · Season 7 · Episode 210

About this episode

Tom Webster joins the hosts to discuss the key factors affecting audience growth in the podcasting space and how creators can improve their approach.

When audio pros want honest answers about growing their audience, they call Tom Webster. In this episode, the Sounds Profitable co-founder and author of The Audience is Listening joins Kipper and Dave for a no-fluff conversation about what’s working—and what’s not—in the evolving world of audio-first content. Tom debunks the myth that promotion is the key to growth. Instead, he reveals why most creators fail before they even hit "record." The solution? Get real about who your show is for—and make every second count. He also drops straight talk on why public radio teases and repurposed morning shows won’t cut it in the podcast world, what the data really says about listener engagement, and why local civic content might be broadcast radio’s most underrated asset. This episode is a must-hear for anyone trying to grow smarter in an oversaturated audio landscape.

People in this episode

Guest: Tom Webster

Topics covered

  • audience growth
  • audio content
  • listener engagement
  • podcasting

Keywords

  • promotion
  • public radio
  • local content
  • data analysis

Mentioned in this episode

Products: The Audience is Listening

Books & works: The Audience is Listening

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Explore listener stats, chart rankings, contacts and more on the Brandwidth On Demand podcast page.