Month: September 2026

Don’t Just Make Videos: Build a Creator Media Company | Roberto Blake #687

~ Rob Greenlee ~ Leave a comment

Getting views, streams, and downloads is not the same as building a business. Subscribers aren’t automatically customers, and a successful YouTube channel doesn’t necessarily mean you have built something sustainable.

New Media Show with Podcast Hall of Famer Rob Greenlee and Guest: Roberto BlakeIn New Media Show #687, Podcast Hall of Famer Rob Greenlee talks with Creator, Educator, Author, and Entrepreneur Roberto Blake, founder of Awesome Creator Academy, about what comes after becoming a content creator and why more creators need to think of themselves as independent media companies rather than defining themselves by one format or platform.

Roberto argues that being a podcaster, YouTuber, streamer, or blogger is increasingly just a distribution choice. The bigger issue is the value you create, the audience relationship you build, and what you actually own.

We get into the shift from audio-first thinking to broader creator media, why professionalism is more about preparation and performance than polished production, and how AI is changing the economics of being a creator.

Roberto sees some of the strongest uses of AI in the operational work around content, including research, data analysis, transcription, organization, editing workflows, and other tasks that can free creators to spend more time on judgment, ideas, and relationships.

A major part of the conversation is about turning attention into a real business.

Roberto describes his framework as “reach, reputation, revenue,” or in a business context, “traffic, trust, transaction.” Getting attention is only the beginning. The real value comes from earning trust and then creating products, services, memberships, intellectual property, or other business models around that relationship.

We also talk about what creators should own. That includes their brand, intellectual property, expertise, direct audience relationships, and the parts of the business that can survive changes at YouTube, Spotify, Apple, or any other platform.

Roberto breaks creator businesses into three broad paths: entertainer, lifestyle brand, and thought leader, with different revenue and growth opportunities for each.

The conversation goes much deeper into AI, human creativity, likeness rights, AI labeling, and synthetic AI media.

Why Roberto believes the bigger risk isn’t simply AI-generated entertainment, but the potential misuse of synthetic media by institutions or people trying to manipulate audiences.

The larger point is simple:

Creators should stop thinking only about the next piece of content and start thinking about what they are building around it.

Key Topics:
– Moving from content creator to independent media company
– Why podcasting, YouTube, and streaming are becoming distribution choices
– Audio-first versus audio-only thinking
– Professionalism versus production polish
– Using AI for creator operations, research, editing, and workflow
– Reach, reputation, and revenue
– Traffic, trust, and transaction
– Building direct audience relationships
– Owning your brand, expertise, and intellectual property
– Entertainer, lifestyle brand, and thought-leader business models
– Building revenue beyond platform advertising
– Why taste and personality may become more important as AI lowers the skill barrier
– Human authenticity and real-world connection
– AI likeness, voice cloning, and long-term IP value
– AI labeling and the risks of treating every use of AI the same way
– Awesome Creator Academy and Roberto’s approach to creator growth

Guest: Roberto Blake
Creator, entrepreneur, educator, and founder of Awesome Creator Academy

Roberto Blake
https://robertoblake.com

Awesome Creator Academy
https://www.awesomecreatoracademy.com

YouTube
https://www.youtube.com/@robertoblake

Host: Rob Greenlee

AI Disclosure

AI tools helped organize and edit this episode and create the above show notes from the completed Episode #687 transcript. The conversation, perspectives, editorial direction, and final editing were performed, and responsibility for the episode remains human-led. The New Media Show is human-hosted.

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Hidden Revenue: What Media Publishers Are Leaving Behind | Sean Howard, Flightpath #686

~ Rob Greenlee ~ Leave a comment

Podcast media creator publishers may already have more revenue opportunity than they realize. The challenge is not always finding more listeners. It can be understanding what inventory is actually available to sell, what to sell, whether campaigns will deliver, and where revenue is being lost.

New Media Show with Podcast Hall of Famer Rob Greenlee and Guest: Sean Howard, CEO and co-founder of Flightpath.fmIn this episode #686 of the New Media Show, Rob Greenlee talks with Sean Howard, CEO and co-founder of Flightpath.fm, about the growing complexity behind new media podcast advertising and why better forecasting, campaign management, publisher data, and revenue optimization are becoming more important.

Sean explains how Flightpath grew out of a problem he experienced from both sides of the business. As an ad buyer, he found that publishers often did not know how much inventory they really had available. As a publisher, he saw the same problem from the other side: uncertainty about whether sold campaigns would actually deliver. Flightpath was built to bring those pieces together through traffic management, prediction, pacing, and cross-platform revenue visibility.

The conversation also gets into dynamic ad insertion and the value of the podcast back catalog. Sean argues that publishers relying too heavily on baked-in ads may be leaving significant revenue on the table because listeners keep consuming older episodes long after release.

Rob and Sean also discuss a larger issue facing content creator publishers today: platform dependence.

As podcast companies expand across multiple hosting platforms, YouTube, Spotify, video, HLS, and other distribution systems, publishers need better access to their own data and a clearer understanding of the business risk that comes with relying too heavily on any one platform.

The bigger question is whether the next stage of media and podcast revenue growth may come not only from finding more audience, but from better understanding and monetizing the audience publishers already have.

Discussion Highlights
– Hidden revenue in existing podcast inventory
– Why forecasting and campaign delivery remain difficult
– Dynamic ad insertion and back-catalog monetization
– Frequency capping, pacing, and ad performance
– Publisher ownership and access to data
– Platform risk and using multiple hosting platforms
– YouTube, Spotify, HLS, and video monetization
– AI and revenue optimization
– Flightpath’s role as a publisher intelligence and traffic management layer
– Why better data can help sales and operations make better decisions

Key Topic Timestamps:
00:00 Hidden revenue opportunities publishers may already have
01:00 Sean Howard and what Flightpath does
03:00 Why Flightpath was built around forecasting and campaign delivery
05:00 Fragmented platforms and the growing complexity of monetization
07:30 HLS, open standards, and the return of video podcasting
11:00 Audio and video advertising collide
12:30 Using publisher data to identify campaign and platform problems
15:00 Why publishers need access to their own data
17:00 Dynamic ad insertion and the untapped value of the back catalog
19:00 Spotify, YouTube, and changing control over ad inventory
21:00 Choosing a hosting platform is becoming a business risk decision
23:00 Why publishers may need to work across multiple platforms
26:00 Measuring hosting platform performance and revenue impact
27:30 Publisher autonomy and Flightpath’s platform strategy review
31:00 Forecasting, pacing, and Flightpath’s Revenue Optimizer
35:30 Where AI fits into forecasting and sales recommendations
38:00 Podcast platforms evolving into intelligence and decision systems
39:00 Using publisher data with AI and LLMs
43:00 Advertising, subscriptions, Spotify, and YouTube
44:00 Apple video, Spotify, and the HLS opportunity
46:00 Podcasting becomes a more professional media business
48:00 Why publishers need an independent intelligence layer
50:00 Who Flightpath is built for
53:00 Flightpath onboarding and supported platform integrations
55:00 Closing thoughts and where to learn more

Guest
Sean Howard
CEO and Co-Founder, Flightpath
https://flightpath.fm
https://www.linkedin.com/in/seanhoward

Host
Rob Greenlee

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AI Disclosure

AI tools helped organize and edit this episode and create the above show notes from the completed Episode #686 transcript. The conversation, perspectives, editorial direction, and final editing were performed, and responsibility for the episode remains human-led. The New Media Show is human-hosted.

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Remembering Todd Cochrane, One Year Later

~ Rob Greenlee ~ Leave a comment

One year ago today, on September 8, 2025, we lost Todd Cochrane.

Todd Cochrane RIP 2025Todd was my longtime co-host on the New Media Show, a podcast builder from the medium’s earliest days, and one of its strongest advocates for independent creators, open RSS, ownership, and direct connection with audiences.

Looking back on these conversations, what stands out most is how consistently Todd fought for what he believed mattered. He never forgot why podcasting was different in the first place: it removed barriers, gave creators more control, and made it possible to build real communities without asking gatekeepers for permission.

He also understood that none of it came easy. Todd often talked about “sweat equity,” doing the work, building something from the ground up, and earning an audience’s trust over time. That was who he was.

What makes this video especially difficult to watch is the ending. In what became his final New Media Show appearance, Todd signed off the way he always did, expecting there would be another episode:

“We’ll see you next time.”

I wish there had been a next time.

Todd’s voice, his ideas, and the impact he had on podcasting are still very much part of the conversation.

Remembering my friend and New Media Show co-host Todd Cochrane today.

June 4, 1964 – September 8, 2025

More remembrances of Todd Cochrane:

New Media Show: Remembering Todd Cochrane, Podcast Hall of Famer and Blubrry CEO

A special New Media Show episode with Adam Curry, Mike Dell, Rob Walch, and me remembering Todd’s life, personality, career, advocacy for independent podcasting, and his impact on the medium.

New Media Show remembrance
https://newmediashow.com/2025/09/

Podnews: Obituary: Todd Cochrane

James Cridland and I worked together on this obituary covering Todd’s life, Navy career, Geek News Central, Blubrry, open RSS advocacy, the Podcast Awards, New Media Show, and his wider impact on podcasting.

Read the Podnews obituary: 
https://podnews.net/article/todd-cochrane-obituary

Blubrry Podcasting: Blubrry Founder Todd Cochrane: In Memoriam

The company Todd founded remembered him as the heart of the Blubrry community and said it is committed to continuing his mission of supporting podcasters and independent creators.

Read Blubrry’s remembrance
https://blubrry.com/podcast-insider/2025/09/09/blubrry-founder-todd-cochrane-in-memoriam/

Geek News Central: Geek News Central Mourns the Loss of Todd Cochrane

Todd’s longtime show and publication remembered its founder, host, and driving force, as well as his impact on technology, podcasting, and the people around him.

Read the Geek News Central remembrance
https://geeknewscentral.com/2025/09/09/geek-news-central-mourns-the-loss-of-todd-cochrane/

Podcast Movement: In Memory of Todd Cochrane

Dan Franks reflected on Todd’s early support of Podcast Movement, his willingness to challenge the industry, and his commitment to independent podcasters.

Read the Podcast Movement tribute: 
https://weekly.podcastmovement.com/p/in-memory-of-todd-cochrane

Sounds Profitable: Remembering Todd Cochrane

Tom Webster shared a personal remembrance of Todd, including how Geek News Central was the first podcast he listened to nearly two decades earlier and how Todd’s belief in creators shaped both his work and his business.

Read Tom Webster’s remembrance: 
https://soundsprofitable.com/article/remembering-todd-cochrane/

Podnews Weekly Review: Remembering Todd Cochrane

James Cridland and Sam Sethi looked back on Todd’s career and included material from an earlier conversation with him about how he began podcasting in 2004 and what the medium meant to him.

Listen to the Podnews Weekly Review remembrance: 
https://weekly.podnews.net/1538779/episodes/17833228-remembering-todd-cochrane-and-apple-testing-new-chapters

PodBiz: When Independent Voices Shape an Industry: Remembering Todd Cochrane

Recorded before Todd’s passing, this conversation captures him in his own words as he discusses monetization, independent creators, audience trust, and why serving listeners has to come before chasing revenue.

Listen to the PodBiz episode
https://shows.acast.com/podbiz/episodes/remembering-todd-cochrane

podCast411: Todd Cochrane Interview from March 2005 Remastered

Rob Walch remastered his original March 2005 interview with Todd, offering a rare chance to hear Todd near the very beginning of the podcasting era.

Listen to the remastered 2005 interview
https://www.iheart.com/podcast/263-podcast411-learn-about-pod-27564388/episode/411-item-0022b-todd-cochrane-294330497/

podCast411: Memorial to Todd Cochrane on New Media Show

Rob Walch also shared the New Media Show memorial conversation with his podCast411 audience.

Listen to the podCast411 memorial feed drop
https://www.iheart.com/podcast/263-podcast411-learn-about-pod-27564388/episode/memorial-to-todd-cochrane-on-new-294330496/

Podcaster News: Remembering Site Founder Todd Cochrane

The site Todd founded remembered his drive, fearlessness, generosity, and desire to help other people succeed.

Todd Robert Cochrane obituary

Todd’s family obituary provides the personal record of his life, including his Michigan roots, 22 years of Navy service, family, technology interests, and the people he left behind.

Read Todd’s obituary: 
https://www.tributearchive.com/obituaries/45326462/todd-robert-cochrane

The New Media Show continues today with Todd very much a part of its foundation. The conversations have changed, the industry continues to evolve, and there are still plenty of things I know Todd and I would be debating.

I still miss having him on the other side of that conversation.

 

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Human Audience Growth in the AI Era | Alex Sanfilippo #685

~ Rob Greenlee ~ Leave a comment

As AI makes it easier to create more content, human relationships may become more valuable, not less. 

New Media Show with Podcast Hall of Famer Rob Greenlee and Guest: Alex Sanfilippo is the founder of PodMatch and host of Podcasting Made Simple.In Episode #685 of the New Media Show, host and Podcast Hall of Famer Rob Greenlee talks with Alex Sanfilippo, founder of PodMatch and host of Podcasting Made Simple, about why relationships between hosts, guests, audiences, collaborators, and communities are becoming an increasingly important part of podcast growth.

The conversation explores podcast guesting, better host-guest matching, AI-assisted workflows, audio and video podcasting, RSS and HLS, creator-owned communities, and why direct audience relationships matter as large platforms gain more control over discovery and monetization.

Human Connection Wins

Alex built PodMatch around a simple problem: podcast hosts could find guests, but finding the “right guest” and managing all the administrative work surrounding an interview took an enormous amount of time.

The goal is to automate the work around the conversation without automating the human connection itself.

Rob and Alex discuss why great podcast conversations create relationships that can continue long after an episode is published.

Better Guests, Better Conversations

A strong podcast guest should arrive ready to lead with value, not simply promote a book, company, or product.

Rob and Alex discuss why:

– Every interview should feel different
– Guests should bring something new to each conversation
– Hosts need to listen rather than simply read questions
– Generic AI-generated pitches are easy to recognize
– Guest and show alignment matters more than volume
– Meaningful conversations are more likely to be shared

Alex also explains how PodMatch is using AI to improve host-guest alignment while reducing research and administrative work.

Audio, Video and the Changing Podcast

The conversation expands into the growing convergence between podcasting and YouTube.

Alex remains audio and RSS-focused but believes podcasting and YouTube are increasingly influencing each other. Podcasting brings depth and long-form conversation while YouTube brings visual discovery and engagement.

Rob and Alex also discuss the HLS video format, alternative enclosures, separate audio and video feeds, and why the current publishing ecosystem can still feel unnecessarily complicated for creators.

Build Relationships You Own

As major platforms change algorithms, monetization rules, and distribution policies, creators have another reason to develop direct relationships with their audiences.

Newsletters, private communities, memberships, events, collaborations, and other owned audience pathways can turn large platforms into discovery and recruiting channels rather than the entire creator business.

Alex sees this community layer becoming an increasingly important part of PodMatch.

Discussion Highlights

– Why human connection becomes more valuable as content expands
– How PodMatch matches podcast hosts and guests
– Solo, co-hosted, and interview podcast formats
– Podcasting versus YouTube content strategies
– RSS, HLS, audio and video podcast distribution
– What defines a podcast in 2026?
– Why guests should lead with value
– Creating unique conversations instead of repeating talking points
– Why generic AI podcast pitches fail
– Using AI to improve guest-host alignment
– Podcast collaborations, review swaps, and podrolls
– Building creator-owned communities
– Turning platforms into audience acquisition channels
– Why trusted relationships may be the creator’s strongest long-term asset

Chapter Markers

00:00 When content becomes unlimited, human connection becomes scarce
01:45 Introducing Alex Sanfilippo and PodMatch
03:25 Why podcast conversations matter
07:10 Guests, co-hosts, and solo podcast formats
13:05 Podcasting meets YouTube
17:00 Finding the platform where your audience lives
20:25 Audio, video, RSS, and HLS complexity
27:25 What is a podcast now?
30:05 Why podcast guests need to lead with value
33:00 Every interview should be different
35:20 Listening creates better conversations
38:15 Why unique interviews get shared
41:15 The problem with AI-generated podcast pitches
44:20 Finding real guest-show alignment
48:45 Why Alex has become more selective about guesting
50:40 Using AI for PodMatch alignment
54:35 Podcast collaborations, reviews, and podrolls
57:15 Podcast relationships become communities
58:45 Building audiences beyond rented platforms
01:03:00 Creating relationships with your true fans
01:05:15 Community and the future of PodMatch
01:06:20 Where to connect with Alex
01:07:00 Closing thoughts

About Alex Sanfilippo

Alex Sanfilippo is the founder of PodMatch, a platform that connects podcast hosts and guests while streamlining the administrative work around podcast interviews.

He also hosts Podcasting Made Simple, where he helps independent podcast hosts and guests grow their influence, audiences, and businesses.

Guest Links

About the Host

Rob Greenlee is a 2017 Podcast Hall of Fame inductee, Chair of the Podcast Hall of Fame, Founder of Trust Factor Lab, and longtime new-media executive, creator, strategist, and industry leader.

Listen and Watch

AI Disclosure

AI tools helped organize and edit this episode and create the above show notes from the completed Episode #685 transcript. The conversation, perspectives, editorial direction, and final editing and responsibility for the episode remain human-led. The New Media Show is human-hosted.

Podcast: Play in new window | Download

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Podcast (audio): Play in new window | Download

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