Podcast Summary: Right About Now – "The Brutal Truth About Podcast Growth Nobody Wants to Hear"

Host: Ryan Alford (Radcast Network)
Guest: Tom Webster (Co-founder, Sounds Profitable; Author, "The Audience is Listening")
Date: January 9, 2026

Episode Overview

In this punchy and unsparing episode, Ryan Alford is joined by Tom Webster—dubbed "podcasting’s uncle" and a pillar in podcast research—to shatter myths about podcast growth. They unravel the misconceptions around promotion, audience entitlement, and the necessity of ruthless editing. Webster preaches that real podcast growth isn't about flashier marketing but about structure, flow, and a deep understanding of your actual listener. This is the hard-nosed truth for doers who want results, not soundbites.

Key Discussion Points & Insights

1. State of the Podcasting Industry

Growth & Mainstream Status

• Podcasting has become a mainstream media activity—over 50% of Americans have listened monthly, and 37% listen weekly.
  [03:33-03:53, Tom Webster]

Resilience Amid Ad-Supported Media Woes

• Industry faced a "rough year," as did most ad-supported media, but top shows "continue to sell out" and monetization opportunities are growing.
• "Podcasting is not on the way down. That is true, yes."
  [04:36-04:39, Tom Webster]

Misconceptions and Negative Press

• Persistent skepticism from digital media outlets writing about podcasting’s supposed decline, even as their own platforms falter.
  • "I'm like, well, how are you doing? Because I know we are growing."
    [04:52-05:12, Tom Webster]

2. Audience Entitlement & Understanding

Not Entitled to an Audience

• “You are entitled to make the show you want, make your art... But you're not entitled to an audience. You don't deserve an audience. You have no right to an audience.”
  [06:19-06:38, Tom Webster]

Demand for Better Listener Engagement

• Most hosts ask the wrong questions of their audience and must get specific, actionable feedback.
• Asking “What do you think of my podcast?” is useless. Ask better questions, be ready for honest feedback.
  [06:40-07:03, Tom Webster]

3. Roles, Personas, and Authenticity

Morning Show Trope and Clarity of Roles

• The "Dick, the Dork, and the Deer" analogy for show dynamics: clarity of role helps the audience connect.
• “It does require some thought about who's listening, why they're listening, and is the voice of that person represented well on the show.”
  [02:27 & 07:18-07:31, Tom Webster]

Defining Goals for Hosts

• Clearly defining “roles and goals” for show hosts helps maintain clarity and connection.
• “Roles and goals, roles and goals. Every goal of every speaker on the show.”
  [07:48-07:54, Ryan Alford]

4. Ruthless Editing Is Essential

Three Levels of Editing

• Level 0: No editing, disguised as "authenticity"—a crutch and a failing.
• Level 1: Basic hygiene (removing coughs, pauses)—minimum requirement.
• Level 2: Editing for flow, restructuring interviews for narrative and audience engagement.
• “It is the most neglected thing in podcasting and that is editing.”
  [08:10, Tom Webster]
• “I'm authentic and I edit and I'm authentic and I rehearse... what is authentic to me is doing a good job.”
  [08:18-08:31, Tom Webster]

The Power of a Full Transcript

• Print out entire transcripts, mark changes with a red pen—“an outstanding step you can do to access the next level.”
  [09:32-09:54, Tom Webster]

5. Building Audience & Marketing Wisely

Local-to-National Growth Model

• Personal anecdotes about resisting premature large-scale marketing spend; success typically starts word-of-mouth and local before going national.
• “If you just try to eat the whole elephant at once, you're likely to do marketing that is not particularly precise.”
  [10:28-10:38, Tom Webster]

Syndication Lessons

• Example: Rush Limbaugh started local, spread through syndication and strategic exposure. [10:28-10:51, Tom Webster]

6. Trends & Resources from Sounds Profitable

Industry Research & Resources

• Sounds Profitable acts as the podcast industry’s trade organization, publishing research, resources, and newsletters.
  [10:58-11:29, Tom Webster]

Emerging Role of Video in Podcasting

• Video has been part of podcasting since the beginning, but is now more important—Webster is researching this shift intensively.

Notable Quotes & Memorable Moments

• On audience entitlement:
  “You're not entitled to an audience. You don't deserve an audience. You have no right to an audience.”
  (06:22, Tom Webster)

• On authenticity vs. quality:
  “I'm authentic and I edit and I'm authentic and I rehearse... what is authentic to me is doing a good job when I'm on stage. It's not authentic to me to struggle.”
  (08:18-08:29, Tom Webster)

• On podcast industry health:
  “Podcasting is not on the way down. That is true, yes.”
  (04:39, Tom Webster)

• On role clarity:
  “It does require some thought about who's listening, why they're listening, and is the voice of that person represented well on the show.”
  (07:29, Tom Webster)

• On ruthless editing:
  “Editing for flow is super important... whatever was coming up on the show next answered the question that was in the audience, the next question that was in the audience's head.”
  (08:40-09:02, Tom Webster)

Important Timestamps

• 00:27 – The “Dick, the Dork, and the Deer” show persona model
• 03:33 – U.S. podcasting goes fully mainstream, current state analysis
• 04:36 – "Podcasting is not on the way down" myth debunked
• 06:19 – The reality of audience entitlement
• 07:18 – Importance of defined show roles
• 08:10 – The three levels of editing and the myth of authenticity
• 09:32 – Editing via full episode transcript
• 10:28 – Lessons on local growth and marketing
• 10:58 – Introduction to Sounds Profitable’s resources
• 11:29 – Thoughts on video’s expanding role in podcasting

Where to Find More

• Tom Webster’s book: audienceslisteningbook.com or on Amazon/Audible
• Sounds Profitable: soundsprofitable.com
• Ryan Alford: ryanisright.com

Tone & Takeaways

Frank, practical, and eager to root out “LinkedIn fluff,” this episode offers a reality check for podcasters. Webster’s blend of research-backed insights and decades of experience provides a sobering yet inspiring roadmap: Know your audience, clarify your roles, edit mercilessly for flow and listener value, and scale sensibly—from local roots outward.

The “brutal truth” is that podcasting is thriving, but lazy content, unclear structure, and “authenticity” as an excuse for no editing won’t cut it. If you want real show growth, do the work.