Should You Make [Insert Media Here]? You’re Asking the Wrong Question. There’s never been an easier time to make media. Podcasts. Videos. Blogs. Newsletters. Social media campaigns…with relatively inexpensive equipment, production software, distribution, and AI, almost anyone can create and publish something quickly. But just because you can doesn’t mean you should. So, should you? Wrong question. Instead, consider: Who are you trying to reach, what are you trying to accomplish, and why should anyone care? While I’m using podcasting as an example, this applies to every media decision. Choosing what to produce should follow—not precede—understanding why you’re producing it. The podcasting paradox Podcasting is a big industry. According to…