Hi, Reader.

Welcome to Podcasting in Professional Services. Each week, I share podcasting research and trends. Let's dive in 👇

Listeners are 4x more likely to tune in while driving than sitting in front of a computer.

More than 100 hosts and listers have filled out our business podcast survey. The full report will be published in early 2026. If you haven't already taken the survey, your input would be super helpful! Participate here.​

Today, we're taking a look at how listeners tune in to podcast content.

This data suggests that podcast listeners are 4x more likely to tune in while driving than sitting in front of a computer, and 3x more likely to tune into podcast content while exercising or doing chores around the house.

So what does this mean for business podcasters?

• Video may be fantastic for discovery, but investments in video should NOT be at the expense of the audio experience. Audio is still an important part of the podcast marketing funnel and building trust at scale with prospective clients.
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• Podcasts are a key channel to reach buyers OUTSIDE the 9-5. Whether that's in the car or in AirPods while your listeners are exercising or doing chores around the house, podcasts enable you to reach buyers in unique ways.

More insights coming soon.

🎧 Want to participate? Whether you host or listen to podcasts, take our 5-minute survey today.

Red Cedar rolled out a new logo and look

While I don't have relevant episode examples to share with you today (more coming next week), I'd like to write a quick blurb about something significant to me, personally.

When I launched Red Cedar Marketing in 2022, it was out of necessity. I had found myself in a position where finding freelance marketing clients was easier than landing a job interview. I positioned myself as a 'freelance marketing director' and took whatever work I could get.

Quickly, I learned that was unsustainable. Clients churned too quickly and I wasn't differentiated because new 'fractional CMOs' were entering the market every week. So in 2024 I narrowed my focus...podcast marketing for experts and firms.

That's when business started to grow.

Today, I represent some leading industry shows and emerging podcast brands. It was time to give my own brand a refresh to better reflect the company's evolution.

I present to you our new logo for Red Cedar Marketing. What do you notice? What do you like? Reply to this email and let me know!

In case you missed it...

• ​A History of Podcasting: From 1980s Tech Radio to Multi-Billion Dollar Industry​
• ​Podcasting at a Conference: Transform Your Booth Into a Pop-Up Studio​
• ​How to Get Podcast Guests For Your Business Show (Even If You’re Just Starting Out)​
• ​Audio vs Video Podcasts: Which Makes Sense for Your Marketing Strategy?​

Let's take your show to the next level 🚀

I help experts like you launch and grow business podcasts that actually make a business impact. Here are a few of the services we provide at Red Cedar Marketing:

• Podcast positioning, marketing, operations consulting
• New show launch + pilot programs
• Sponsorship development
• Video clip production & distribution
• Guest outreach and guest booking

Want to learn more? Reply to this email, or book some time on my calendar.

Cheers,
- John