472. What Podcast Metrics Do Sponsors Actually Care About?

0:00 We've got a great podcasting morning chat to share with you today. And before we do, I want to share with you that I had some Internet troubles today. So the first maybe 10 minutes or so, you might notice that there were some Internet issues. A couple of people, including myself, might be a little bit choppy here and there. Ashley's doing her best to clean up the audio as best she can. I do not think it will be a major distraction to you. I think you'll get a ton out of this discussion around analytics. I think this is something important for every podcaster to pay attention to. So stick around and enjoy today's podcasting morning chat.

0:44 Good morning podcasting morning chat. Today is Thursday, March 12th, 2026, and today we're opening the mailbag. Your questions lead the show as we tackle questions like which Podcast Analytics sponsors actually care about and whether a podcast can be too conversational. So if you're listening live on Clubhouse, hit the share button, bottom left hand side of the screen and share it. However, Clubhouse lets you. And if you're catching us via podcast, YouTube, LinkedIn, etcetera, please share this with a fellow podcaster. And now give us about 30 seconds and we'll get things rolling. Thanks for being here. Good morning again, podcasting.

2:02 Morning Chef. Thank you so much for being here. I am your host, Mark Ronick and currently on stage with me. We may be here for a minute my good friends, my Co hosts, producer Ashley Feller, Nick Nalbach, Jonathan Howard, Ralph Estep, Dr. Faye, Sid Meadows, Matt Bliss, Alex Baelish and BC Babbles. Of course we also have from the audience Tide AKA Nikki joining us on stage already as well. Thank you and a shout out to Dave, Tim and audience, audience and Austin in the audience here on Clubhouse. And a reminder that if you want to see some of these lovely faces as well, you can go to podcastingmorningchat.com/join us and that'll give you all the different options how you can come catch us live or check out archived shows later. So yes, today we are going to dig into the mailbag. We've got several questions for you. And I just realized I need my makeshift sound effect here for the mailbag because I'm going to dig right in. So let me grab a piece of mail.

3:12 This comes from Allie in Baltimore. Allie says recently you all briefly discussed whether or not there's a difference between indie podcasting and DIY podcasting. I know you threw out some theories on that, but I'm wondering, did you ever come up with a final verdict on this? And I know that because I sometimes cheat and share ahead of time with people on the show. I know BC has an answer to this. So BC what say you? What is is there a difference and what is if If there is, what is the difference between DIY podcasters and indie podcasters?

3:54 ADIY podcaster doing everything on their own, no assistance outside themselves. An indie podcaster has been able to outsource at least part of the process to some kind of podcasting agency. Thank you BCI appreciate that and 1st AI know my Internet seems to be a little spotty today and if that ends up being a thing, I'm going to ask all of our video participants this morning. You can stay on video, but let's actually answer through clubhouse because I this way we'll have that recording via clubhouse that we can use for the podcast. Thank you, BC I think that Matt kind of disagrees with you and I'll let Matt share. But I'll say Matt, I wonder if it's really not disagreeing. I wonder if you could actually be both ADIY podcaster and an indie podcaster.

4:45 But I'll let you share your side of the coin here. Go ahead. You're definitely spot on there and good morning, everybody. Yeah. And it's definitely not like a no, no, those categories are incorrect, Sir. Check yourself before you wreck, etcetera. I think it's very easy for us as people in the podcast industry try and make a separation of these terms to ensure that there is a clear delineation of what an offering is, which is where I think you end up with independent podcasters being sold out to a corporation perhaps, but are making enough money to be able to pay an outsourced to a service. I think the terms are they, they kind of blend together a little bit. And I can see that that Nick and Ashley are kind of resonating with my point here, perhaps that the 2 can be together like you can do it yourself and be considered an independent podcaster or an indie podcaster. Thank you, Matt.

5:36 Yeah, I'm hearing you and I, yeah, again, I go back to I think you could be both. I think you can be if you, especially if you are a DIY podcaster, I feel like you still would fall under that indie podcaster category until you've maybe moved on to working with a big network or something along those lines. And did anybody else want to chime in? I just. Think it's a mindset. They're interchangeable. I just think there's a lot of people out there, they like calling themselves an indie podcaster, and there's a lot of people that call themselves DYIRII. Think a lot of people are in the middle, just depends on the situation and if you feel comfortable with being in any part whatever just go with it. Thank you, Alex.

6:22 Appreciate it. So I think we've got that one taken care of. I mean, I think that there's going to be lots of opinions. There are certainly no official Webster's Dictionary definition of these terms. I think that there this gives us a better idea. So thank you BC and thank you to the others here who shared their thoughts and opinions on that. I'm going to get back into the mailbag here. Lots of mail. And here is the next one. It's actually, I'm not even I'm going to throw out the the one I just grabbed, even though I'm just playing along here and I'm going to ask Sid to go ahead and ask his question. Go ahead, Sid.

7:05 I have a question about analytics and sharing with sponsors. So I committed to my sponsors that we would share and a links with them in a quarterly basis. The gold sponsor gets advanced analytics and the silver gets basic analytics. Don't ask me what that means, but I'm just curious. I started going through a list yesterday to things I wanted to capture and you know, the list could be kind of log or it could kind of be short. And so I thought I just want to ask you guys what, what are important analytics in your opinion to share with a sponsor? So this is a big one because, yeah, I don't know that a lot of people really think about this one deeply, right until they're they're in that situation that it's time.

7:46 OK, what do I got to give them? The first thing I would probably say is this, maybe at least I know it's too late for you in this case, Sid, but I wonder if this is something that you could have discussed ahead of time with the sponsors. What are they interested in asking them that? It's certainly not too late to go back to them now, but it probably would have been more helpful and effective for you if you had had that discussion with them ahead of time or even just shared. Here's what I intend on giving you in those quarterly reports ahead of time to open up a dialogue. But I have a lot of thoughts on this and I see several people also want to chime in as well.

8:28 So I'm going to 1st go to Ashley we're. Kind of going through this with one of my clients sponsors, finding out what they want to know and what they've asked for is retention rates. They want to know how long people are listening. And one thing that we've learned in gathering the information they want is that especially if you're on YouTube, Gemini is built right into the back end of YouTube and it will give you a lot of the analytical information and it'll also tell you or it'll give you suggestions on what you can improve upon. Oh, that's actually really cool. Actually, I did not know that so, but I don't have a lot of lists. There's probably 20 per episode on YouTube, but I guess it is an analytic. Nick, I saw you put in the comment about impressions. How would you find impression data? I would say any download would equal an impression for sure, but then where my mind was going next is you share that podcast episode on Facebook where 1000 people see that Facebook post. Could that technically be considered an impression because people are getting exposed to that episode, or does it have to come strictly off of the analytics that are sitting in your podcast host or on Apple podcast or Spotify Connector, whatever the I'm getting them all mixed up, but. Basically what you're saying is share social media data like how many people saw what the

9:59 impressions were if you will of your social media posts which that's easy to find but it's hard to say that at least I don't know where to find. How do you say that? A mid roll ad, what the impressions were for that mid roll ad, I don't know where I would find that information. And actually to your point about consumption rate, I agree that I think consumption rates are important. But. Apple Podcast Connect is just like all walked up and it's really hard to get accurate data out of that. So I think I mentioned this was before Buzz Sprouts said I had 90 plays of one particular episode on Apple and I went to Apple Connect and it only said I had 9 plays. So there's a disconnect there somewhere. So I've chosen to rely on bus Sprouts data rather than Apple Podcast Connect because it just seems so inaccurate. And I don't want to say, oh, I had a 80%, you know, you know, consumption rate when it was 20% or 20% when it was 80%. I don't know that that's providing accurate data. So I've, I've made the decision actually to leave that out because at least I haven't looked at Apple in a couple of weeks.

11:08 If I go back in this week and look at Apple, they would be interesting to see. But Ralph, I know you had thrown your pepper up a couple of times if. You're talking about current sponsors. I think that there is really no value, this is my personal opinion in giving them downloads and retention rates and all that kind of things. I would, I would point back to, to are they seeing traction from their sponsorship? That's what I would lean into because at the end of the day, Sid, who cares how many downloads were, who cares what the retention rate is? The question for the sponsor and especially in the niche that you're in is, is this working for us? So I would actually turn the tables on them and say, listen, I would like to see data from you. Are you getting visits to your website? Is there a landing page that you're promoting through our sponsorship?

11:56 I think all of those things said would be more valuable. Now I know the catch to that. It probably will not work well with a prospective sponsor. That's a different discussion, but from a sponsor that you already have, Sid, and again, this is Ralph's money side of this. This discussion is if I'm the sponsor, I want it to be moving the needle. Don't take offense to this, Sid. I don't really care how many downloads you have. If I'm the sponsor, I care if people are working and, and using that to connect to my product or connect to my service. I think that is the biggest take away I hope that makes. Sense it does, and you're not wrong. I don't know that any of them have set up any way to track where potential leads are coming through and we're just what you know, we're we're almost three months into this and not all of them have run ads either.

12:44 So they get shout outs and say, hey, you know, we'd like to thank our presenting gold sponsors and I say who they are, but not all of them have run ad. I don't know if there's I don't know, I don't know what they've done. It's a great question for me to ask is how are you tracking leads that are coming into your business? Because that's obviously what they all want is are there people coming to them? Have they gained new followers? So I don't know exactly what they're doing, but I will ask them that. But I, I do think I'm going to give them very basic, like the show grew this much month over month from year over year, basically. So February over February the last year the show grew this much as a, as an analytic, I can give them the download numbers of each episode, which does show how many people heard their ad.

13:27 That's kind of an impression a little bit. I can do certainly do that. I just I want to be thoughtful with what I'm doing and I can give them, you know, e-mail analytics and stuff like that. And it's a good point that I'm going to ask them as well. Like what are you seeing on your side coming in? OK. Matt, you have wanted to add in, so please go ahead. I wanted to build on Ralph's point a little bit and maybe tangentalize if that's even a word. I'm going to make enough words, but I think in your situation it might be different to other situations that Ralph was kind of speaking against there. Like to the current sponsor, getting information might be important. If you were working on ACPM kind of thing, the downloads are important because if that particular metric counts towards how much you would get from the sponsor, it makes sense to share that kind of stuff in the interim.

14:18 But it sounds like in your position, people are committed as sponsors before any of that stuff is a requirement. My question to you would be why Are you looking for information to share about progress of the show as an incentive for the sponsors to remain? Or are they specifically looking for any old kind of information just to justify their investment in sponsoring your show? Because Ralph's right about them seeing the needle shift on their end. And if they're doing the things right to track down track their progress through your show, they will have a specific CTA link with their gold sponsorship status that that links to a a landing page or has a tracking link that shows the information that they've come from your show or from a specific episode back into their ecosystem. And they can track that information. That's not your responsibility though. So the thing that I want you to not think of too much is to feel responsible to justify their sponsorship by sharing the analytics of your show just as as kind of a way to keep them. Do you know kind of know what I'm saying? I totally get what you're saying. And so they all 88 of my sponsors, the eight signed a year long contract.

15:41 So they're they signed a contract for the full season, which is 10 months. And I told them as part of their package they would get quarterly analytics. Didn't really define it. I just said you'd get quarterly analytics, the gold gets advanced in the silver gets basic. It's just what I said. Nobody's asked me about it. I had one marketing person asked me about impressions, which I have a call with her today to explain impressions in the world of podcasting because she's thinking of advertising. And so, you know, I just thinking about what could I give them? It's not a retest at this point. It's not a retention, but I do want them to see a little bit of the reach that they are getting. And I think that comes from how many people are listening to the episodes, how long, if I can get that accurate data, how long they're listening to the episodes.

16:27 Again, I don't know what they expect. So Ralph's point about asking them what they like is great. I do, you know, think it's going to be, and I'll talk to the lady I'm talking to you today about is setting up something on their end so that they could see how people are coming to them. Because right now her URL is just their basic website. She has no idea if they're coming from me unless her Google Analytics can tell her that. So what they're telling me? Yes, it's OK just to say don't ask them for what they want. Now this might be my very spicy opinion, someone tell me. But if you're asking them for what they'd like to see about a medium that they don't necessarily know much about, that's you potentially digging a hole bigger than you could afford to fill. So what I would do?

17:11 And that's a very valid say. Very valid. Yeah, your secondary job alongside their sponsorship isn't being an analytics expert, right. So what I'd say is go to each of the platforms for what they do. Well, what I can tell you is that Spotify for creators has an impression pipeline that is a like a single overview of how the podcast performed in the previous month. Screenshot that, stick it on a page, jump into Apple Podcasts. They are great about showing regular versus casual versus, I don't know, super fans or whatever weird lingo they use and they show amounts listened to and all that kind of specific stuff about their users. Screenshot that, Chuck it in, give a a bit of a, an analysis between the two.

18:03 Spotify is also brilliant for showing the listener demographics of people who are listening as as a subscribed account. So you can give an age demographic, gender demographic and maybe a couple of other things as well. Just smasher these little bits in, take a screenshot, PowerPoint slide. Silver maybe gets a little bit less. Maybe gold gets a couple of your insights. But don't make it a job that's longer than half an hour. And don't try and learn what divination is in terms of, you know, reading the throne bones of a chicken, then throwing a feather in the air and seeing if you can figure out what that means for the podcast. In reality, you've got them on contract, so use the information that you have that you can share with them, but don't feel like you have to perform too much for them. Now that might be a spicy one.

18:57 I say that as someone who's tried to do good analytics for some of my podcast editing clients and found that invariably, no matter how much detail I go into, I fall short. But I just don't want you to create more work for yourself. Yeah, that's a solid point there. Yeah, I don't want to either. I just started it yesterday and I started writing things down. So that's what kind of prompted the question. I agree and I disagree with a lot of what people are saying. I do want to touch on the tracking the analytics piece of it. But before I do that, like when I'm thinking about like me, like if I'm going to sponsor a show, I don't really care what the podcast analytics are doing. Yeah, I do to an extent because I want to make sure that I'm not tying my brand to a sinking ship, so to speak. If your podcast is declining, I probably need to go find another show to sponsor with because it's it's declining. That said, like if your show is doing great, good, that's great for everybody.

19:58 But I'm more care about how many people are coming from that show. I don't know if I'm going to invest $10,000 to be on your show. I want to know that people are coming from that show and I I agree that. So a lot of that should be on the sponsor themselves to set up the proper tracking and analytics to see that traffic coming in. But I do think you have the ability as the podcast host to collect some of that information as well. And that could be something as simple as setting up like redirect UR LS. So maybe instead of saying, hey, go check out sponsor.com and let them know I sent you where you say go to trendreport.com/sponsor and then you can actually see when people are hitting that link.

20:47 I think that that will serve you in the long run because when you go to your Google Analytics, you're going to see how many people get that specific link. And then when you couple that with impressions, you can put together a pretty beefy report for potential sponsors to say, hey, I get this many impressions on a podcast. And of that many impressions, this many people are actually going to the ads. So you can give them a direct percentage of how active your audience specifically is. And I think that's going to speak volumes to sponsors that are going to want to book with you because they're going to see, Oh well, 30% of listeners actually go check out the places that sit is sponsoring on the show or that he's suggesting. Those are my kind of thoughts.

21:31 It doesn't have to be anything too dramatic as far as you could get really intense with how you do the tracking, but I think you can keep it very simple and still get some valuable information that would help you as the host and also the the sponsor themselves as well. Dave made a very good point in Clubhouse. He said a download isn't always mean to listen. Download is a file transfer from your host to a device. I have 25 unlisted 2 episodes on my phone that have been downloaded to my phone that I haven't listened to yet. And I think that's a very good point, Sid. And I think you should consider that too, because I go back to the whole thing about building a relationship with your sponsor. I'm always going to be on that hill of what is it that your sponsor is looking for and how do you build that relationship. Great point.

22:17 I am focused on building, I mean, I have a relationship with almost all of them and some of them really good, some of them okay. But I am focused on doing that and, and just talking to them sporadically about different things and sharing insights with them and stuff like that. So I'm going to keep working on this week. I've gotten a lot of good ideas. So thank you all. I'm going to keep working on this, have until the 1st week of April to get it done. But as I started it yesterday, it just kind of brought up like what would be good. So I'll come back in a few weeks and share what I where I ended up with. How's that? So we can keep moving. Brock, do you have the mailbag? Oh, go ahead, Mark. Yeah, that sounds good. And I've just shut down the video stream. I'm having massive Internet problems.

22:57 I'm hoping I'm coming through clearly now. Can someone just confirm that? Yes. OK, good. I did hear most of the conversation, even though you guys couldn't hear me or hear me well. And I did want to share what I shared in the chat. There should be some onus on the sponsor as far as tracking the results of this podcast ad campaign. I think that using things like a promo code or a special link that they should be creating on their side to their product or service so that they can track. I think that's very valuable and highly encouraged. And, and I know not every sponsor has that capability. And if that's the case, I think that as podcast hosts, as the owners of the podcast, we can set up stuff like that.

23:43 There are services out there that we can create these special links that we can track. As matter of fact, pod page and I'll share my affiliate link in the show notes Pod page does that they have a short links option built into their website and it does at least tell you number of clicks etcetera. It's pretty basic, but at least it's some way that you can track it. Do you think it's valuable and helps the relationship with a sponsor if we are providing some sort of results specific to the episodes that they're sponsoring? So I say share the metrics that tell the sponsor whether their message was delivered, heard by the right people, acted on. That usually means sponsored episode downloads or impressions.

24:31 Even though yes, downloads don't always mean a listen, but we also can only work with the kind of analytics that we are given. It also might include then audience details or maybe demographics is the better word that match the sponsors target audience. Any consumption or retention data that you have, I know you can get that on Apple. I know you can get that on Spotify. And most importantly, like I said a moment ago, tracking the results with either a promo code or a link, a landing page, leads and sales, which I think again, the leads and sales section of this is more on the sponsor. In my opinion. I think they should be doing something to track that and then close it by telling them what you learned and what you'd recommend for the next quarter. That's the advice I usually give my clients. It's not that I think some of you are wrong, some of you are right.

25:25 I'm just sharing my take on that. So yeah, I'm hoping. Am I good now? Did everybody hear everything I said? Yes. OK. You're good, Mark. All right, so I don't have the mailbag in front of me, but I know Sid had a second question. So Sid, why don't you ask that second question which Nick you can dive right into and share your answer? Go ahead, Sid. My second question, what AI tool can create an editable PowerPoint or document? I used Notebook LLM to create 1 and it did a great job and it allowed me to download as APDF excuse me as a PowerPoint but it's all images and I can't edit them and I see edit I mean like change the color of the graphs and things of that nature.

26:14 I'm hosting a panel discussion in a couple of weeks and I have a document that outlines the panel and you know the different points of the panel and questions I'm asking and I'm looking to create a download for the 400 or so people that have registered for this so they can download. That's a review. And I'm just, you know, my creative brain doesn't really work all that well. So I'm just like, what AI tool can I use to help create this? Nick, over to you. So. I actually just ran this example. I put the link in the so everyone can see it, but you were very close. I think notebook LM was. It's a little too close of a system for that. If you just go straight to Gemini and have Gemini itself write that or recreate that PowerPoint.

26:57 Or I guess it would be Google Slides. All of that that it creates is actually editable. And I say that with a caveat like that usually the graphs and the, the charts and things like that that it generates aren't like native graphs and charts built by slides or PowerPoint. Usually they're images. So you might be kind of constrained in that regard. But the link that I put in the chat, I just gave it one prompt this morning and said, Hey, give me a, a PowerPoint presentation about like podcast growth and like where the industry is trending. And it created the entire PowerPoint presentation. I can go in there, I can edit the text, I can tweak it, I can message the fonts, I can do all that kind of stuff.

27:38 And then it drops the images in there that you can kind of play with as well. So Applaud recently started rolling out extensions for a bunch of different Microsoft programs. Excel was like the first big one that they did and I've used that a lot and it's extremely powerful. And then they more recently came out with one for PowerPoint and I have not used that one, but seeing how well it works in Excel, I would imagine it's pretty slick in PowerPoint as well. So that's a kind of a second option. But I know you're already in the Gemini ecosystem, so I'd give that a shot first. Thank you, Nick. And we're going to, I think you said it, we're going to have some samples. You have some links to share.

28:21 We can put those in the show notes. And did you mention that? Sorry if I missed it, I'm a little flustered with all the tech issues this morning. Yeah, I threw the link in the chat here for anyone on Clubhouse watching live and then Ashley has the the link for the show link page as well. Awesome. Cool. So you can check out more of what Nick's talking about. Some get some visuals by going to that link in the show notes. So thank you, Nick, Sid, I hope that was helpful and go ahead and I wanna. I just wanna preface, like for anyone who does go to look at that PowerPoint or that Google Slides, I did not check or validate any of the information in there. So if you're looking at it and stuff is wrong, just know that I literally created the prompts, opened up the Google Slides and was like, can I edit this? OK, cool, I can.

29:04 So information has not BeenVerified, but it still might be kind of interesting to look at. For demonstrational purposes only, not for the actual content of it, because as we like to say, make sure that you check all of your work if you have AI putting producing that work for you. Yeah, thank you for that asterisk there, Nick. I appreciate it. Go ahead, Sid. Yeah, thank you all for that information. I'm definitely going to go to Jim and I today because I am in that ecosystem and see what it can do. So I was happy with the other ones. I just want to be able to like brand it a little bit better, not just for me, but for the organization that I'm doing this panel discussion with, put their logo on it and stuff like that. But I want to go back just real quick. So while this was all happening, I went to Apple Podcast Connect in my episode from this week.

29:55 According to Buzz, Sprout has had 90 downloads since Monday, which I think is really great. And 49 of those downloads, according to Buzz Sprout, are on Apple. According to Apple Podcast Connect, that podcast, same podcast, has had 18 listens, 17 engaged listens, and 71 plays. There's a disconnect between those two analytics, right? And so Matt, I saw your note about going to Apple and asking them, and I'm certainly going to do it. But this is such a big disconnect. Like it says 49 on Buzz Sprout, it says 71 on Podcast Connect.

30:36 So I don't know. And it says a 90% consumption rate, which is great. And that's why this week's episode. So I don't really know which of those to believe, but Matt, go ahead. I saw you want to add into that. There is a page on Buzz Sprout after a back and forth with Dave Campbell there that has explains a little bit about Apple Podcasts connecting its relationship to Buzz Sprout and there it point to on that web pages. Why is my data incomplete? You might notice that these are there are fewer plays in Apple Podcasts analytics than you'd see on the stats page on Buzz Sprout. That's what we'd expect since Apple is only showing the plays they can verify. Here is the data Apple provides, blah blah blah, iOS 11 changing and iTunes etcetera. Home pods delays. Also, it's important to recognize the data you're looking at amounts to -50% of your overall podcast listeners, Apple Podcasts plays 60% of all podcast episodes, so the number captured by Podcast Connect is a large percentage of those plays.

31:29 For total downloads and overall trends, you'll better serve looking at the stats provided by your podcast host, which they would say. But the other thing to recommend as well is something important I found in a Reddit post that I've LinkedIn, the Clubhouse thread 2. Is that Apple's catalog is also used by a number of other applications as its source for finding downloads for episodes. So if you're on Pocket Casts, if you're on a version of Podcast Addict that connects to the iTunes version of that library in order to find it and not the RSS index or whatever, I'm mincing those words. But what Buzzprout accounts for, as attributed to Apple may be attributed to different players.

32:14 And so Apple's stats, which would reflect the consumption of users using Apple Podcasts as verified listens, would be different. So what it sounds like, in short, Buzz Sprat is telling you is that you should use Buzz Sprat's information as the source of truth, which again, they'd be biased. Of course, they would say, again, the confusion is going to happen just because of the way the industry is spread out. So I wouldn't worry too much. Again, to back to the point that I said before, go to Apple Podcast Connect for the things that they tell you specifically about Apple Podcasts listeners, the retention rates, the listen time, the casual versus superfan, whatever delineations they have to reflect that information.

32:59 But lean on Buzz Sprout as the source of truth for anything coming from an Apple Podcast library as a registered IAB certified download. Does that make sense? It does. And I grabbed that link too, and I'm going to read that article. But it does just there's a business model here for somebody to figure out podcasts, analytics that are accurate and share them with the world. Well, what I can share with you is that there are several open standards for and paid actually platforms that provide third party URLURL prefixes to RSS feeds that give you additional opportunities for you to explore, perhaps gather that data before it hits the podcast hosts wherever they get it from.

33:41 A suggestion as an open standard would be to use OP3. I will get that link, the URL link for that stuff from somewhere else. But I always add OP3 to any of my or my clients podcast RSS feeds as a secondary source of information to tap into in the case that I need it. But I don't think this is the the place to discuss that in depth, just to say it's something you can explore a little. There we go. Mark's added it in the chat OP3 dot DEV OP3 dot dev open standard. Very useful if you'd like to explore that as well. Thank you, Matt. I love the idea. I forgot all about companies like OP3. I think that's a really good suggestion and I'm intrigued. I think I want to revisit that and maybe even apply it here. But yeah, I think we've served these two questions it had quite well.

34:35 And, and Matt, I do appreciate you sharing the Buzz Sprout link as well. As far as you know, why the Apple Podcast analytics don't always match up with what Buzz Sprouts saying and vice versa. I think that's important. So listen, here's what I'm thinking, gang. Because of all the Internet troubles and because of the very specific conversation that we have, I'm going to hold off on the rest of the mailbag this morning and give you a little extra time back in your morning today that I am a little flustered from the Internet issues. And like I said, I think we're at a good point to stop. But I do want to tell you that tomorrow we will get to, of course, we'll do our wins from the week.

35:16 And before we do that, we will get to a couple of additional questions. I do want to get to 1. This was actually even from Simona Costantini asking. And we mentioned her yesterday on the show. That's why I said it the way I just said it. And she's also a new mom. That's why she was mentioned yesterday. But she asks the question, is there such a thing as a podcast that is too conversational? And I do want to answer that one tomorrow. We have another one on another topic on deck for tomorrow too. We'll see after I do a little bit of tinkering with tomorrow's layout if we can get to that one too. But tomorrow, I definitely want to get into Simona's question about whether or not a podcast can actually be too conversational and what that really means.

36:03 And if it's a problem, how do you fix it? So we will get to that tomorrow. Thank you all for holding down the Fort as I was suffering through the tech issues. I appreciate that. That's what makes this community so special to me. We are back tomorrow, 7:00 AM Eastern live on Clubhouse, YouTube, and all the other streaming services I've mentioned before. You can get that information at Podcasting Morning chat.com/join us and until tomorrow. Make it a great day everybody. Take care.