Hi Reader,

One of the most common things I see getting asked about podcasting is sponsorships. Should you run them? How do you find them? Are they worth the effort?

So I want to break down some of the more common questions around this, and how to think about them.

How are podcasters getting sponsors?

It’s usually one of two ways:

• Pitching brands directly.
• Getting approached by companies who already see the value in podcasts.

Direct pitching works best if you know your audience and can show how they align with a brand’s goals. Cold outreach can feel intimidating, but if you’re targeting the right brands, it’s just a conversation about shared interests.

What’s the hardest part of getting sponsors?

Honestly? Finding the right ones.

It’s not about convincing a random company to spend money with you. The real challenge is identifying brands that already understand podcasts and have partnered with them before. Those are the ones most open to real collaboration instead of a transactional “stick an ad here” mindset.

How much time does it take?

Less than you think.

I usually:

1. Identify a potential fit.
2. Send a simple intro email.
3. Follow up once if I don’t hear back.
4. Move on if it’s a no.

That’s it. No endless chasing. The right partners will get it.

Do CPM marketplaces work?

For most indie podcasters? No.

They’re built for volume and often just spray automated ads across shows without much thought for fit. Listeners can tell when an ad doesn’t belong, and it breaks trust.

That's not to say ads don't work, or that all ad marketplaces just go for the generic approach - but if your podcast doesn't have thousands of downloads per episode in the first 30 days, then the CPM route should be part of a wider monetization strategy.

You’ll almost always get better results by building direct relationships with brands that make sense for your audience.

How can the podcast industry offer "easier" sponsorships?

Brands need to stop obsessing over “big downloads.”

Numbers don’t equal engagement. I’d take a smaller, deeply engaged audience over a massive but passive one any day. Sponsors who understand this are the ones worth working with, and - as an industry - we are starting to see this. As a podcaster, make sure you're showing the value of your audience, and why a brand would benefit from working with you.

Sponsorships aren’t about chasing every possible ad dollar. They’re about building partnerships that make sense for you, your audience, and the brand.

Keep it simple: find the right fit, focus on engagement, and don’t be afraid to say no when it’s not aligned.

To help you reach out to sponsors, I've put together a starter sponsor outreach email template - feel free to copy/use and edit for your show.

What’s your biggest question about podcast sponsorships? Reply and let me know, and let's keep the conversation going.

Until the next time, happy podcasting.

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