All right, guys, here we go, gearing up for a new month and a new milestone for THC.

I'm sure many of you have seen the cryptic posts or vague references, and I just want to walk you through my thought process and everything from the beginning.

I like to be clear and methodical and decisive anyway, but when you're talking to tens of thousands of people, that's kind of

important if you don't want to cause mass confusion and chaos.

Of course, the first question would be, why change anything at all?

People don't really like changes when they get used to something, and I've tried to stay

pretty consistent intentionally for that reason.

And so that is where the story starts, kids, with the acknowledgement that my numbers

have been a little bit down.

Oh, say it ain't so, but it is.

Mostly the free listeners by a huge margin and some plus.

I don't even really review the free feed numbers very often, but it's a noticeable trend that has been happening for 24 months, and I think the show itself hasn't changed much, but in the search for answers as to why, there are a few factors worth acknowledging.

Part of it is just that there was a peak in the COVID years for all sorts of

media being consumed more often. Fine. Apple also made a big change in tallying up their

numbers, and that's podcast industry-wide. You can hear a lot of people bitching about that.

I wasn't really bothered by it because it only really affects your bottom line if you're

leveraging your numbers for ad money.

And I've always felt that way that a lot of the stat obsession is really just for that reason.

I care about one thing.

How many plus members do I have?

How much money do I make a month?

How does my family eat?

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