The first time Todd hit "publish" on his podcast, EM Weekly, his heart raced. It wasn’t just gear or editing. It was the idea that someone out there, maybe even many someones would listen and find value in what he had to say about emergency management. But what surprised him most wasn’t the technical side. It was how quiet it was at the start. No rush of downloads. No flood of emails. Just... silence.
“I figured, if I built it, they’d come,” Todd recalled later. “But podcasting doesn’t work like that. Not at first.”
This is the story of how EM Weekly found its audience, earned loyalty, and ultimately became something bigger than was imagined, a show that wasn’t just built—but discovered.
Knowing the Right Audience
In the beginning, Todd wanted to reach everyone in emergency management. That’s what his show was for, right? But as he paid closer attention to listener feedback, he noticed something: his most engaged audience wasn’t just EM professionals; they were municipal and regional coordinators, boots-on-the-ground leaders navigating real-world systems.
Tom Webster’s The Audience Is Listening helped clarify this insight: the best shows aren’t for “everyone,” they’re for “someone” [15]. Todd focused on refining each episode to meet the needs of that “someone.”
Going Narrow to Grow Deep
Todd had long been intrigued by the concept of narrowcasting, but reading Narrow Podcasting by Toby Goodman reframed it entirely [10]. He stopped trying to speak broadly about preparedness and instead created focused episodes on topics like how to write better mutual aid agreements or use ICS tools more efficiently.
When he got specific, engagement rose. Todd realized: “You don’t need millions of listeners. You need the right few thousand.”
Titles That Pull Listeners In
Todd’s early episode titles were clear, but not clickable: “Episode 12: ICS Breakdown” didn’t say much to someone scrolling fast. NPR’s Podcast Start-Up Guide suggested creating “story hooks” in titles [13]. So, Todd tried, “The Day We Lost Communications—and What It Taught Us About ICS.”
That episode doubled his average plays.
Lesson learned: give people a reason to click, and ensure they feel something when they do.
The Trailer That Took Off
At Goodman’s suggestion, Todd cut a short trailer for EM Weekly [10]. It wasn’t a summary—it was a mission. “This is the show for emergency managers who believe in practical solutions, not just theory. If you’ve ever had to coordinate a city response on no sleep and half a map… this podcast is for you.”
That trailer was featured in a trade newsletter. New ears came flooding in.
Todd and Brian Exit, and a New Chapter Begins
By 2022, EM Weekly had built a strong following and back catalog. That’s when Todd and his longtime collaborator, Brian, made a pivotal decision. They exited the show, selling EM Weekly and its archive to a consulting firm looking to continue the brand. It was a moment of pride and transition. For Todd, letting go meant trusting the work would carry forward and opening space for what came next.
It was a moment of pride. What had started as an experiment had become a recognized voice in the emergency management community. And now, it was moving on without them, ready for a new phase.
The Emergency Management Network and Network Effect
Even before the exit, Todd had started branching out. He and Brian believed in collaboration, not competition, and it was one of their best moves. EMN covered topics like tactical coordination and crisis leadership, aligning naturally with the audiences of Network Effect and Digital Brew. Leadership in crisis and Effective Communication were great cross-promotions with Brian’s Network Effect and Digital Brew.
Brian, host of Network Effect, preached this approach: real growth comes from relationships, not retweets. It wasn’t just about boosting numbers—it was about trust.
Make It Shareable, Make It Stick
Todd discovered the power of a good story—especially one that made people say, “You have to hear this.” On one memorable episode, a field commander recalled evacuating a nursing home with zero radio support. Todd clipped the segment, paired it with a gripping audiogram, and posted it.
That one-minute story? Shared over 1,200 times. NPR calls them “driveway moments” for a reason [13].
A Digital Home of His Own
Instead of relying only on platforms like Spotify, Todd followed Goodman’s advice to build a dedicated site with an email list [10]. That list became gold. It wasn’t just listeners—it was a community of engaged peers.
Todd sent behind-the-scenes updates, bonus content, and polls. And in return, his audience gave him content ideas and real-time feedback. It was a two-way street.
Every Guest, a Partner
Todd never let a guest episode go unleveraged. He’d send each guest custom graphics, pre-written blurbs, and easy-share links. Goodman calls this part of the “Pod-lationship Cycle”, where your guest becomes your advocate [10].
Not everyone shared, but many did. Especially the ones who felt Todd made them look good.
The Real Secret—Keep Showing Up
By far, Todd’s most significant advantage was consistency. Mike Eiman’s Podcasting Like a Pro said it best: “Just keep showing up. That alone separates you from most” [11].
Todd didn’t just build a show—he built a rhythm. One his listeners could count on, and one that still serves as the foundation for his future podcasting efforts today.
From Broadcast to Belonging
What began as a podcast became a platform. What started as a broadcast became a belonging, a space where emergency professionals could listen, learn, and connect.
As Stephen Covey wrote, “Start with the end in mind” [14]. Todd did, but he discovered that the real end goal was never numbers—it was impact.
Footnotes Affiliate Links
[10] Goodman, Toby. Narrow Podcasting: Make Profitable Connections and Grow Your Business https://amzn.to/3Gpxe9K
[11] Eiman, Mike. Podcasting Like a Pro https://amzn.to/3G6TdCk
[13] NPR. NPR’s Podcast Start-Up Guide https://amzn.to/4jBuXqE
[14] Covey, Stephen. The 7 Habits of Highly Effective People https://amzn.to/4jyrKb1
[15] Webster, Tom. The Audience Is Listening: A Little Guide to Building a Big Podcast https://amzn.to/4jTILgn