Heather Osgood founded True Native Media, a podcast representation agency specializing in podcast advertising, and The Podcast Broker, a service that facilitates the buying and selling of entire podcasts.

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Guest Resources

Heather’s LinkedIn – Follow and DM Heather on LinkedIn to talk about monetizing your podcast through ads.

True Native Media – Premier Podcast Representation Agency. Learn more about monetizing or buying/selling podcast.

3 Value Bombs

1. Podcasting success comes from action, not over-planning.

2. Think like a content creator, not just a podcaster, to attract sponsorships.

3. Your podcast is a business asset—build it to one day sell it.

Sponsors

HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!

OddsJam: Ready to launch your own sports betting platform? OddsJam’s real-time API is trusted by companies big and small. Visit OddsJam.com/odds-api to learn more and talk with their team today. Mention promo FIRENATION to receive an exclusive discount!

Public: Build a multi-asset portfolio of stocks, bonds, options, crypto, and more. Go to Public.com/fire to fund your account in five minutes or less!

All investing involves the risk of loss, including loss of principal. Brokerage services for US-listed, registered securities, options and bonds in a self-directed account are offered by Public Investing, Inc., member FINRA & SIPC. Public Investing offers a High-Yield Cash Account where funds from this account are automatically deposited into partner banks where they earn interest and are eligible for FDIC insurance; Public Investing is not a bank. Cryptocurrency trading services are offered by Bakkt Crypto Solutions, LLC (NMLS ID 1890144), which is licensed to engage in virtual currency business activity by the NYSDFS. Cryptocurrency is highly speculative, involves a high degree of risk, and has the potential for loss of the entire amount of an investment. Cryptocurrency holdings are not protected by the FDIC or SIPC. Alpha is an experimental AI tool powered by GPT-4. Its output may be inaccurate and is not investment advice. Public makes no guarantees about its accuracy or reliability—verify independently before use. *Rate as of 6/24/25. APY is variable and subject to change. **Terms and Conditions apply.

Show Notes

**Click the time stamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: Monetizing Your Podcast with Heather Osgood

[01:00] – What’s one belief about success that most people disagree with?

Heather credits her success to action over planning.
Too many people stay stuck in research instead of executing.

[02:04] – The evolution of podcast advertising.

The industry has exploded from 400K to 4 million shows.
Podcasters are now full-fledged content creators—brands want multichannel exposure.
Partnering with aligned brands is more valuable than ever.

[03:39] – Why do so many podcasters struggle with monetization?

First ask: Is advertising even the right monetization strategy for your show?
Many shows don’t yet have the audience size to attract advertisers.
Consider working with a podcast ad rep firm—they offer vital analysis and access to sponsor networks.
Engagement is more important than download numbers.

[07:06] – Why Heather founded The Podcast Broker.

Too many great podcasters quit without realizing their show is an asset.
Buying and selling podcasts is a real market now.
One success story: a 10-year financial podcast with 50K monthly downloads was sold to a new host.
Tip: If you plan to sell your show, don’t name it after yourself.

[11:25] – A timeout to thank our sponsors!

OddsJam: Ready to launch your own sports betting platform? OddsJam’s real-time API is trusted by companies big and small. Visit OddsJam.com/odds-api to learn more and talk with their team today. Mention promo FIRENATION to receive an exclusive discount!
Public: Build a multi-asset portfolio of stocks, bonds, options, crypto, and more. Go to Public.com/fire to fund your account in five minutes or less!
- All investing involves the risk of loss, including loss of principal. Brokerage services for US-listed, registered securities, options and bonds in a self-directed account are offered by Public Investing, Inc., member FINRA & SIPC. Public Investing offers a High-Yield Cash Account where funds from this account are automatically deposited into partner banks where they earn interest and are eligible for FDIC insurance; Public Investing is not a bank. Cryptocurrency trading services are offered by Bakkt Crypto Solutions, LLC (NMLS ID 1890144), which is licensed to engage in virtual currency business activity by the NYSDFS. Cryptocurrency is highly speculative, involves a high degree of risk, and has the potential for loss of the entire amount of an investment. Cryptocurrency holdings are not protected by the FDIC or SIPC. Alpha is an experimental AI tool powered by GPT-4. Its output may be inaccurate and is not investment advice. Public makes no guarantees about its accuracy or reliability—verify independently before use. *Rate as of 6/24/25. APY is variable and subject to change. **Terms and Conditions apply.

[13:57] – Scaling True Native Media.

The key to growth? Building a strong team.
Technology also plays a critical role, especially with complex ad operations.
Finding the right people who align with your brand is essential for long-term success.

[16:26] – What’s next in podcasting?

Tools are being developed to make podcast advertising more accessible and trackable.
The industry did $1.9B in ad sales in 2024—projected to hit $2.5B by 2026.
Advanced targeting and reliable metrics are becoming increasingly important.

[18:46] – Final advice for aspiring podcasters.

Get to know the players.
The podcast industry is collaborative—networking fast-tracks your success.
Join communities and build authentic relationships.

[19:39] – Call to Action.

Heather’s LinkedIn – Follow and DM Heather on LinkedIn to talk about monetizing your podcast through ads.
True Native Media – Premier Podcast Representation Agency. Learn more about monetizing or buying/selling podcast.

[20:30] – Thank you to our Sponsor!

OddsJam: Ready to launch your own sports betting platform? OddsJam’s real-time API is trusted by companies big and small. Visit OddsJam.com/odds-api to learn more and talk with their team today. Mention promo FIRENATION to receive an exclusive discount!

Killer Resources!

1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!

2) Free Podcast Course: Learn from JLD how to create and launch your podcast!

3) Podcasters’ Paradise: The #1 podcasting community in the world!