Distribution, Relationships, and the Real ROI of Podcasting with Greg Wasserman

Why do so many podcasters focus on monetization before they’ve solved distribution and audience growth?

This week on PodBiz, we’re joined by Greg Wasserman, Head of Relationships at RSS.com, to break down how podcasters actually build leverage in the industry and why relationships, not just downloads, are at the core of sustainable growth.

Greg challenges the industry’s obsession with ads and sponsorships as the only path to revenue. Instead, he explains why podcasting works best when it’s treated as part of a broader business strategy, whether you’re a creator, agency, or brand. From audience growth to distribution gaps to relationship-driven ROI, Greg offers a clear framework for thinking about podcasting as a long-term asset.

As he puts it:

“You want more money? Then go focus on how do you grow your audience.”

He also emphasizes that many podcasters limit their growth by staying inside a single ecosystem rather than taking advantage of open distribution through RSS.

This episode is a practical conversation about where value is actually created in podcasting and how creators can stop leaving opportunity on the table.

Key Topics Discussed

• The three questions every podcaster asks: distribution, audience, money
• Why monetization should not be the starting point
• The hidden cost of limiting your show to one ecosystem
• Podcasting as a relationship-driven business tool
• Why most podcasters misunderstand ROI
• How agencies leave money on the table
• Improving as a host to grow audience trust
• Community building as a growth strategy
• Why relationships are a form of currency in podcasting
• What excites Greg most about where the industry is headed

About Greg Wasserman

Greg Wasserman is the Head of Relationships at RSS.com, where he leads creator and partner engagement across the podcast ecosystem. With a background in media sales, platform growth, and community building, Greg is known for connecting people, building long-term relationships, and helping podcasters think strategically about growth, distribution, and monetization.

Find Greg on LinkedIn: www.linkedin.com/in/gregwasserman/

Episode Chapters

(01:18) Introducing Greg Wasserman

(01:20) Where the money in podcasting really comes from

(02:45) Podcasting as a business versus a media company

(03:12) Rethinking monetization beyond ads

(04:56) Why being a good host matters

(05:17) Greg’s path into podcasting

(06:00) Learning podcast distribution from platforms

(06:56) The three questions podcasters always ask

(07:38) Distribution as the fastest path to audience growth

(08:13) Relationships as a career strategy

(09:18) Where agencies leave money on the table

(11:00) Improving your craft as a host

(13:27) Building creator communities at RSS.com

(15:59) Serving creators through feedback and partnerships

(16:30) What Greg would do differently starting today

(19:11) Why this is an exciting moment for podcasting

Some Additional PodBiz Buzz

“Life is about time and relationships.”

“If you want more money, make sure you have those other 30 percent of your audience.”

“Relationships can be currency. The more conversations you have, the more opportunities appear.”

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

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