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Secret Sauce: Mixing Marketing, Money + Audience with Ben Johnson

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Podcasts of every size have the same thing in common: content is barely half the battle.

The awkward secret of making a show is that there is a long list of *other* things you should be doing to set yourself up for success, from planning your marketing and building partnerships to hosting platforms, underwriting and looking at the data to find signs of an audience you can engage. 

In this two-hour workshop, you'll learn how to tackle the non-editorial part of podcasting that is the real secret sauce for launching or growing any on-demand audio product. You'll learn tips to help a podcast no matter what the size or funding of the project, get in-person feedback on your goals and leave with a rough marketing and promotion roadmap for launching or growing your show. 

We recommend this workshop for anyone trying to launch or grow a podcast, especially people who already know how to make audio content and want it to succeed in the podcast marketplace.

Endless Thread Host Ben Brock Johnson - Photo by Liz Linder Photography.jpg


Ben Brock Johnson is a host and producer with ten years of radio experience who has worked at WNYC, APM/Marketplace and WBUR. Ben created and launched the bingeable tech podcast Codebreaker while hosting the national program Marketplace Tech. He now hosts the new Endless Thread podcast from WBUR about the vast and curious ecosystem of communities called Reddit.


The cost of this two-hour workshop is $50 for non-members and $40 for members of the Podcast Garage or members of the Harvard Ed Portal (i.e. any Allston-Brighton resident.) Sign up below!

We're offering scholarships for this workshop. Learn more here.

Our programming is supported in part by an award from the National Endowment for the Arts. To find out more about how National Endowment for the Arts grants impact individuals and communities, visit