Business podcast rates

What is published vs what is quoted

Published: the $22-30 genre band Libsyn Ads · Jul 2026and the $24-26 host-read 60s row on the same card. Quoted: everything a niche business show, a rep agency, or a network will actually charge you, which for genuinely scarce B2B audiences can sit above the band without being irrational. The check is never “is this CPM high” but “does this CPM clear my tolerance math.”

The tolerance math, worked

Same engine as the Test Modeler, run backwards. Suppose your ACV is $12,000, your target CAC is $3,000, your landing page converts 2% of visits to qualified conversations, and 20% of those close. You need 250 visits per closed deal (1 ÷ (0.02 x 0.20)). At a 1% visit rate from impressions, that is 25,000 impressions per deal. At $30 CPM those impressions cost $750: a quarter of your target CAC. At $60 CPM, $1,500: still comfortably inside. This is why business-show sellers can quote above the band and still fill inventory: for the right advertiser, the math holds.

Reverse your own numbers the same way: impressions per deal = 1 ÷ (visit rate x CVR x close rate); tolerable CPM = target CAC ÷ impressions per deal x 1,000. If the quoted CPM sits under your tolerance with room for your assumptions being half wrong, buy the audience fit. If it only works when every assumption goes right, pass.

Where to buy business-show inventory

Marketplaces carry mid-tail business shows at card-anchored prices: Libsyn Ads and Gumball. Niche flagship shows are usually repped or direct: see rep agencies. The make-your-own-show alternative is Fame. Full B2B strategy, including the niche-show vetting checklist: the B2B SaaS playbook.