Katie Fogarty, the host of A Certain Age, has achieved an impressive feat, ranking among the top 1% of global downloads. On her show, she sheds light on the inspiring stories of individuals who are not afraid of aging.
She describes podcasting as her fifth act, as she’s previously worked as a TV news writer for global PR firms, on Capitol Hill, as an English teacher in Japan, and with small startups. Additionally, she manages her coaching company, the Reboot Group, where she has assisted numerous executives from Fortune 500 companies in advancing their careers through compelling storytelling.
And in this episode of Mics to Millions, Katie gives a glimpse into what actually goes on behind the curtain of a top 1% podcast. In this unfiltered conversation with host Sam Brake Guia, Katie delves into the pros and cons of podcasting for new hosts while also sharing practical tips to rise above challenges.
There’s room for more voices in the podcasting space
With millions of podcasts in the market already, starting a new show might seem like a daunting task for many. Katie felt that hesitation, too. She recalls, “I had been kicking around the idea of launching a podcast for several years because I honestly thought this is such a cliché. Everyone’s got a podcast, and I just didn’t do it.”
However, she eventually broke free from this notion and discovered that:
“There is plenty of room in the podcast space for new voices and different perspectives and new shows. So jump in the podcasting swimming pool.”
After four years of navigating the podcast landscape, she acknowledges, “Creating A Certain Age is something that I believe is changing the trajectory of my life and something that I’m so glad that I started with.”
It takes time to build momentum
“My show right now is in the top 1% of global downloads, which is something I’m very proud of, but it took three years. I’m closing in on my 200th show to get there, and audience development is slow. It takes a while to build momentum.”
To achieve this, Katie used numerous simple yet effective strategies during the first year of podcasting.
🔔Check out the full episode to discover tips on maintaining a more consistent podcast production process.
You can use different pricing models for podcast sponsorship
If you’re aiming to monetize your podcast but haven’t achieved high download numbers, Katie has a clever strategy.
Instead of accepting the industry standard “Cost Per Mile” (CPM) for podcast advertising, she decided to create her own unique sponsorship model.
In her episode-based pricing strategy, she offers a 60-second host-read midroll ad and mentions across her social media platforms and newsletter. What’s more, depending on the terms, there may also be extra benefits such as exclusivity. This personalized approach has proven to be a game-changer, allowing for greater flexibility and increased revenue.
🔔Listen to the full episode to learn how Katie finds her sponsors.