Question about the advice that killed my podcast for 8 months

My buddy Dave, who runs a woodworking channel, told me back in January to cut my podcast episodes from 40 minutes down to 12. Said short is the only way now and long form is done. I did it, and my downloads dropped by 6,000 per episode over 3 months. Now I'm wondering if he was wrong or if I just did it badly. Half of me wants to go back to the long show and half thinks I owe it one more shot at 20 minutes. Anyone got a real answer here?

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