“Podcasting lacks a true middle class,” writes veteran creator and strategist Eric Nuzum. “It is filled with a small number of ridiculously successful creators – and a lot of strivers.” Considering the narrative around podcasting (a multi-billion dollar industry, minting millionaires), it’s a hard truth to acknowledge.
Cat Jaffee, the founder of House of Pod, agrees. Now a production company, the original community podcasting hub in Denver had to close last fall. She told Nuzum about a recent ‘shift' among networks and larger production houses, where greenlit shows had to fit a preconceived idea of what would make bank.
“There are people who are scrapping it together, DIY, and then there are people who have investment funding and they’re kind of up here,” she said about the missing middle class. “And if you are trying to make it across that bridge, it has to be very quick, if you are stuck here in the middle for a while, it’s hard.”
(There’s a light at the end of this bummer, we promise.) Our obsession with the ‘sell and cash out’ narrative has to go, Nuzum says. 99.9% of podcasters will always fail under a wildly narrow definition of success. “The person with a megaphone is the first person to tell you how important that megaphone is.”
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