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This week how success happens, we spoke with Brian Baretta, founder and CEO of Sounds Profitable. He has had an impressive career, and I was interested to learn more about his background, thought leadership, and how he has empowered the podcast industry through new research and space at live events.
You can listen to our full conversation above. We have extracted three key points below.
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Understand the importance of buyer relationships
The podcast covers the challenges faced by Sounds Profitable and the podcasting industry as a whole over the past three years. Spoiler alert: Podcasting requires more people on the buying side. Of his more than 150 partners in Sounds Profitable, perhaps 10 of his are buyers. There is a lot of room in the industry to grow and build relationships with buyers.
Timestamp — 31:53
Ignore common misconceptions about podcasting
Even if you ignore the pandemic-induced podcasting boom that started in 2020, podcasting growth is on a healthy upward trend. The end of the pandemic boom may require people to upskill, and podcasting has the potential to go out and find buyers and correct common misconceptions such as “it’s hard to buy with podcasting” We will need more “hunters” to help us.
Timestamp — 41:18
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Even a small shop can accomplish big things.
Podcasting has so many opportunities for people to set up small shops and accomplish big things. With so much inventory available, anyone can succeed if they can meaningfully cultivate relationships with brands and advertisers to bring to podcasting. With the right tools (ad servers, hosting platforms, third-party tracking, etc.), there’s plenty of room for brands to become small agencies that offer hands-on experiences they can’t get at larger companies.
Timestamp — 43:10
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