In this solo episode, host Rich Bennett pulls back the curtain on podcast advertising and shares what most businesses and nonprofits never hear before they sponsor a show. He explains why podcasting is such a powerful medium, why downloads do not equal listeners, and what really matters when you are deciding where to invest your marketing dollars.

Rich walks through the key questions every smart sponsor should ask a podcaster: How long has the show been active? Who is actually listening? What hosting platform do they use? Does that platform insert its own ads, including possible competitors, right into your paid spot? Is the show a true podcast with an RSS feed, or just a video series calling itself one?

He also shares how his own journey from Harford County Living to a podcast heard in more than 125 countries shaped the way he treats sponsors as true partners, not just logo placements. From guest opportunities and category exclusivity to giving sponsors full access to episode files for their own marketing, Rich lays out a model built on trust, long-term value, and community.

If you are a business or nonprofit thinking about sponsoring a podcast – or already doing it – this episode will help you protect your brand and get far more from every ad dollar you spend.

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