podcast measurement

Chris Best of Substack and Jonathan Gill of Backtracks discuss how podcasts and newsletters can earn revenue through advertising, subscriptions, or a mix of both. They argue that creators need reliable measurement to understand audience engagement and advertising value, while direct payments can support niche work that advertisers might overlook. Best describes Substack’s approach to growing newsletters through free, shareable posts, referrals, and paid subscriptions. The speakers also recommend starting with a clear purpose, publishing consistently, and learning from early audience feedback.

The speakers explain how to build a content strategy around a clear purpose, audience, and editorial point of view. They recommend measuring engagement, reader retention, sharing, and evergreen value while treating individual results cautiously and building judgment through repeated work. They discuss choosing formats to fit the message and audience, investing in useful and original reporting, and avoiding content that feels like an advertisement. They also cover practical ways to gather ideas, manage editorial pipelines and creative energy, conduct interviews, and make content distinctive through specificity and strong storytelling.