That is the question facing a lot of authors these days.

Bouchercon 2024
This year, Bouchercon 2024 was held in Nashville, TN. For those who have never been, Bouchercon (more formally known as the Anthony Boucher Memorial World Mystery Convention) is an annual event for fans and creators of mystery and crime fiction. Each year, the event attracts over 1,500 readers, writers, agents, editors, publishers, and booksellers, who gather together to connect as a community and celebrate the genre.
I had the honor of participating in a panel discussion, intriguingly titled: Only Murders in the Building. The conversation focused on the benefits and downsides for authors of (1) making guest appearances on podcasts, and (2) hosting their own podcast . . . .