Five Questions to Ask Before You Sign a Six-Figure Podcast Contract
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Most podcast agencies will show you a demo reel, a timeline, and a price. Almost none will tell you what the podcast will actually do for the business.
That's how six-figure podcast budgets quietly disappear.
If you're in the room making this call — a VP of Marketing, a Head of Content, a CMO who's been promised that a podcast will "build brand authority" — you already know the stakes. You own the recommendation. You own the outcome. And if the show fails to connect to anything measurable, you'll be the one explaining it to the CFO.
This isn't a content decision. It's a business decision. And these five questions are the fastest way to find out whether the agency across the table understands that.
The Only Lens That Matters Before You Ask Anything
Before the questions, you need a frame. Because most agency evaluations start in the wrong place.
Buyers default to surface signals: audio quality, client logos, episode count, studio aesthetics. These are fine for filtering out the truly amateur operations, but they tell you almost nothing about whether a show will actually perform. Clean audio is a baseline. It's invisible when it's done right. The harder questions are never about production — they're about purpose.
The right frame is simple: you're not buying production. You're buying an outcome.
At JAR Podcast Solutions.