As major podcast networks tighten budgets and rethink growth amid pressure on ad spending, one independent firm has quietly stayed in the black. The Podglomerate, founded in 2016 by Jeff Umbro, manages production, marketing, and ad sales for nearly 90 podcasts that collectively draw 30 million monthly downloads, all while allowing creators to retain ownership of their work.

Jeff built the company around stability rather than speed. “We have three business lines designed to work independently,” he says. “One area might offset losses in another. We’ve built the company to stay flexible.”

That discipline has served The Podglomerate well through the industry’s shifting cycles. After the “big money era” that followed “Serial’s” breakout in 2014, podcasting became professionalized with the rise of networks like Wondery and Gimlet, then turned feverish as Spotify, SiriusXM, and iHeart went on an acquisition spree. Now, as the market resets with layoffs and renewed focus on profitability, The Podglomerate’s steady structure looks prescient.

“For years, people were throwing dumb money into the space hoping for 10x or 100x returns,” Jeff says. “Long term, I do feel the current podcast landscape is more sustainable,” Jeff says.

Three Pillars Supporting Creator Success

Jeff’s journey into podcasting began during his tenure as a book publicist from 2011 to 2016, where he worked with “big names in tech policy, literature, etc.” His own podcast, “Writers Who Don’t Write,” became both a creative outlet and an unexpected lead generator for his publicity work. “I’d interview authors, tell them I was a publicist, and some would ask to work with my firm,” he recalls.

The Podglomerate’s resilience stems from its three complementary service areas, each developed in response to specific market needs Jeff identified through this early personal experience.

This experience informed The Podglomerate’s first pillar: Production Services. The company helps creators with everything from concept development to distribution. “We work with clients on every stage of a podcast, from pre-production to post, distribution, and publishing,” Jeff says.

For narrative podcasts, Jeff emphasizes the importance of quality audio, extending beyond equipment. “Are you collecting memorable voices that stand out?” he says, citing “The Boston Globe’s Spotlight: Snitch City” for its distinct accents that transport listeners to a specific place.

The second pillar, Audience Development, emerged from Jeff’s publicity background and addresses podcasting’s toughest challenge. “The most common email we get is from someone who wants help with marketing,” he says. “Podcast discovery is the hardest nut to crack.”

The Podglomerate’s approach includes publicity, cross-promotions, platform pitching, and paid acquisition. Jeff points to a successful cross-promotion between “Spotlight: Snitch City” and New Hampshire Public Radio’s “Bear Brook,” both investigative podcasts with overlapping audiences. “We knew one show’s listeners would like the other,” he says. “We put it in front of them and tracked conversions between platforms.”

The third pillar, Monetization Strategy, developed from Jeff’s insight that mid-sized shows needed representation. The Podglomerate now handles advertising for about 65 podcasts, working with brands, agencies, and programmatic marketplaces. “We sell ads directly to brands and agencies and help shows get set up on programmatic marketplaces,” Jeff says.

Measuring Beyond Downloads

The Podglomerate’s approach to metrics reflects its broader business philosophy: focusing on engagement indicators rather than vanity metrics.

“Listeners are far more important than downloads,” Jeff says. “An analogy that I actually got from Jonas Woost at Bumper … if you publish a book and mail out 10,000 copies to bookstores and libraries, that doesn’t mean 10,000 people read it. A podcast download is that book being mailed. A listen is somebody actually opening it and reading it.”

The company tracks verified listeners, playback duration, consumption rates, and platform distribution. “We use the Bumper dashboard for most clients to measure verified listeners, playback time, and how much of an episode people hear,” Jeff explains.

Platform behavior also matters. “We pay close attention to where people listen: Apple, YouTube, Spotify,” he says. “We value a listener on those platforms more than on others because they have better measurement tools.”

Metrics are weighted differently depending on client goals. “If a show’s growing for monetization, we look at different data than for a show meant to market a business,” Jeff says.

The Deliberate Choice of Sustainable Growth

While maintaining this approach to audience metrics, The Podglomerate has deliberately chosen measured growth that prioritizes sustainability over scale. Jeff believes this decision has preserved profitability and independence.

With nine full-time employees and a consistent focus on fundamentals, The Podglomerate occupies a specific niche. “We’ll probably always operate as a mid-tier company,” Jeff says. “We have nine full-time staff and have been profitable since day one.”

While other networks restructured during contractions, Jeff’s company maintained consistency, showing the strength of its model. For creators, this means service continuity and the ability to retain ownership of their content while accessing professional-level support.

As Jeff shares, this philosophy has attracted major clients. The company is currently working with NOTUS, a reporting organization founded by Politico co-founder Robert Allbritton, to launch its first podcast in November. “NOTUS is the news organization of The Allbritton Journalism Institute, which focuses on journalism education,” Jeff says. “We’re helping them produce and market their first show.”

Such projects exemplify how The Podglomerate helps established organizations enter podcasting while retaining ownership. “We’ve helped clients navigate the audio world when it’s new to them,” Jeff says. “That’s exactly where we thrive.”

Insights on Future Industry Trends

The Podglomerate’s foresight has consistently positioned it ahead of shifts, and Jeff’s current observations suggest major transformations ahead.

“Podcasting is moving hard into video,” predicts Jeff, having guest lectured at an NYU class earlier this year and found that “nearly every single student found their podcasts on YouTube.” This directly informs client distribution strategies.

He also expects to see more interview-style shows and fewer narrative series due to funding limitations. “We’ll see fewer financed productions and more interview or chat shows that are easier to make,” he says.

For monetization, Jeff says: “We’ll see more programmatic and fewer direct brand deals, except for top creators.”

The company uses AI for transcription, basic cleaning, and research, while maintaining human oversight. “People will get in trouble if they let ChatGPT handle all the research or write intros,” Jeff cautions. “You still need editorial review.”

A Commitment to Industry Health

Beyond business, Jeff is committed to long-term industry sustainability. When it comes to the one change he’d like to see in podcasting, Jeff reveals that he’d restore the $1.1 billion cut from Corporation for Public Broadcasting funding by Congress.

“NPR [National Public Radio] and public radio are public goods,” Jeff says. “They train the next generation of producers and editors who often move into the corporate pipeline.”

This investment-first perspective aligns with The Podglomerate’s philosophy: building sustainable success requires thinking beyond short-term gains.

“Now, there’s an adult in the room looking at budgets and saying, ‘We can’t afford this,’” Jeff says of the current industry reset. “It makes me happy, because it means people are thinking about five years from now, not just today.”

As The Podglomerate continues steady operations amid change, Jeff’s final advice shows the personal connection sustaining the medium: “If there’s a podcast you love, send a note to its creator. It’ll make their day.”

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