Editor’s Note: Matthew Chicoine interviewed Joe Coleman via phone call on March 12th, 2025. Some of the questions have been rearranged and edited to provide the best reader experience without losing any integrity of the answers given.
What inspired you to specifically focus on helping Catholic business owners with their podcasts rather than pursuing a broader market?
We work with pretty much anyone who wants to create Catholic content but our primary focus is Catholic business owners. I have audio-produced a variety of Catholic projects over the years. I really didn’t see serving this specific niche. It seemed to be that Catholics who are running businesses according to the teachings of the Gospel were underserved. It fills a need that hasn’t gotten as much attention as non-profits and ministry.
How did your experience at KNOM Radio in Alaska shape your approach to podcast production?
That’s a good question, I worked at KNOM as a producer, on-air host, and a writer. I am very grateful to KNOM for teaching me about the fundamentals of audio-production. A large part of what I did was in-studio interviews or longer form audio packages. I got experience in storytelling and what makes a good conversation. I learned how to help guests get their point across.
You mention that podcasts are “the best medium to build audience trust” – can you share an example where you’ve seen this trust develop between a Catholic business owner and their audience?
We helped develop a podcast called Making Every Class Catholic by Dr. Brett Falkeld where he talked to Catholic educators. He used the podcast to talk to interesting people like the Archbishop of Vancouver. He provided this content for professional and personal enrichment to show how teachers can make all their classes Catholic. He used the podcast to drive people to his subscription community for educational resources. The podcast was a marketing vehicle to help his business to be the first point of contact.
One of the best things about broadcasting is that you can talk about a problem that speaks to the listeners and makes them feel like you are having this one-on-one conversation. You can scale this conversation while still keeping it intimate.
Saint Maximilian Kolbe is your studio’s namesake – how does his legacy influence your work philosophy?
He has a newspaper/periodical that is still in existence: Knight of the Immaculata. Because of this, one of his patronages is that of communication. His biggest claim to fame is his sacrifice in Auschwitz. It is easy to lose sight of heroism in modernity. It is easy to forget that you still can do great things. Our studio is to help businesses tell great stories. We strive for excellence and holiness like the saints. While I will likely not reach the same level as Saint Maximilian, he is still a good model to look up to and inspire myself and my business.
What’s the most significant transformation you’ve witnessed in a client’s business after launching their podcast?
I think of Dr. Falkeld’s podcast. Using it as a marketing vehicle is powerful. The podcast is still a source of traffic to his community. Podcasts as a medium are playing the long-game. You can play the short game with viral posts on social media. But podcasting in general is playing the long-game.
I think the reality is that not everyone is going to be seeing immediate success. Think in terms of months and years versus days. It’s tough to say any business is going to be transformed right away when launching a podcast.
We produce a show called Catching Foxes. It has been going on for ten years. The personal fulfillment the hosts continue to receive from this experience is invaluable to the amount of friends they developed through their podcast.
Looking ahead, how do you see Catholic podcasting evolving over the next few years?
That’s a good question! I think that space probably expands. It will likely evolve similar to how the podcasting industry in general has expanded. The fact we had presidential candidates this past year going on podcasts. Four years ago this was inconceivable.
The one objection I hear is that the market is so saturated. While there are a lot of podcasts, there is not a saturation of high quality Catholic podcasts. For every Pints with Aquinas, there are 100 “not- Pints with Aquinas”.
The Catholic world moves slow in the tech space. There’s still time to hop on and start a podcast that’s high quality.
Where’s the best way for my readers to learn more about your work?
They can visit our website at saintkolbestudios.com or email me at joe@saintkolbestudios.com.
About Joe:
Joe Coleman is the Founder and Director of Audio Production at Saint Kolbe Studios. He started his audio career in 2019 as an on-air host, producer, and writer at the oldest Catholic radio station in the US, KNOM Radio in Nome, Alaska. Now, he lives in Tyler, Texas with his wife and soon-to-be-born daughter. P.S. Want a free podcast studio? Seriously! Saint Kolbe Studios is giving away five full podcast setups to new retainer clients. We want to lower the barrier to entry and help you tell your story. Head to saintkolbestudios.com to learn more.
