A call for connection amongst podcasters

podcasting connection

Why mindshare and community amongst podcasters is important, an interview with “Jemmy” Legagneur of the “Finding Florida” podcast and making a show more about the listeners and as a jumping off point for a network, and headlines from top news on podcasting and on-demand from Podnews…

  • Reflecting on Audioboom in possible danger, mergers, acquisitions, and other recent news
  • The idea of community in podcasting
  • Favorite moments in podcasting
  • Value in in-person side of recordings and of industry
  • A moment of personal connection and testing boundaries at a recent event
  • Being able to share ideas and thoughts for growth
  • The importance of the off-mic conversations, and what you’ll say off-mic that may have different truth
  •  Coming together as community
  • Great podcast conferences, podcasts about podcasting, and even Meetup groups already
  • A need for unstructured conversations in the podcasting industry
  • More bets are being placed on the future pot podcasting
  • A need for ‘standing’ informal gatherings like breakfasts or coffees
  • Seeing what will come in coming months
  • A moment for people to change the way they consume and touch the world around them
  • Play must also be a part of what we do
  •  The need to try new formats that support the experiment
  • Keep in mind the human side of what we do, we chose to connect because we want that other person there
  •  We want to share the world with others

____________________________________________________

In this episode:

Acquisitions, consolidation, and subscriptions in the podcast marketplace

MONEY

Monetization models in podcasting, why a $40M investment was made in a subscription service, why public radio stations banded together to buy an open platform, an interview with Hilda Labrada Gore of the Wise Traditions podcast on how she crossed the 1 Million download milestone, and headlines from top news on podcasting and on-demand from Podnews…

  • Consolidation in the podcast marketplace
  • How Pocket Casts and Luminary Media are heading in opposite directions
  • Luminary Media’s walled garden subscription approach
  • Can a paywall protected podcast player succeed?
  • How paywalls might be working in kids and comedy podcasts, going for rich and deep experience play
  • Why advertising may not be the future of monetization for podcasts
  • Advertisers counted on evergreen presence, but with programmatic advertising that ends up being taken away
  • Mixcloud receives $11.5M, and what that means
  • Accuracy in subscription-based platforms, splitting revenue stream up proportionally, how these are complex issues
  • Major players skewing revenue results for smaller artists improperly diluted
  • A lot of new money in the space, people seeing money on the wall, people throwing money at things that seem familiar
  • Gimlet becoming more of a media company
  • “Alex Inc.” TV show cancelled, how it is a commentary on actors vs. concept, seeing meta conversations about podcasting so not necessary play with wider audience, why the space may not be mature enough to have self reverential content
  • Can anyone make a subscription model work for a $40M investment?
  • How the cost of acquisition will climb

____________________________________________________

In this episode:

Why podcasts will prosper by building communities, not just audiences

Why data matters big-time for podcasters serious about competing in fast-moving environment, why quality and engagement will be crucial, and why the fact that podcasting is having a big moment — and new big players with deep pockets are on scene  — both require podcasters to pay attention to the network effect of having a tribe. Plus an interview with William Hung (of “American Idol” fame) on his new podcast “From Fear to Courage”, and headlines from podcasting and on-demand from Podnews…

  • The shift where rich content in podcasting is having a moment, and audience size is swelling, with attention driving toward long form audio
  • Brands, influencers, and journalists are taking notice
  • Podcasting is now similar to the wave of early blogging which became simply a part of business
  • How fragmentation is dangerous with content
  • The quality of product is foremost important, and producers can no longer get away with subpar content if serious about competing
  • The way content quality expectations are changing
  • Why data does indeed crucially matter for podcasting to prosper
  • Live events and other interactions allow a profiling of audiences insights into who is paying attention and what they care about
  • Quality and engagement will rule and resonate
  • How community can grow podcasting independent of digital presence
  • The network effect of having a tribe
  • How helping people motivates them to be there for you and support and engage with a podcast
  • People who care about you and want you to succeed because you wanted them to succeed first, they will always be there for you
  • The seed of community is wanting to help someone be better
  • The value of not charging ticket prices for events, but instead inviting people who will want to participate
  • New players with big pockets and high quality content requires us to up the game

____________________________________________________

In this episode:

The New Google Podcast Player: Inspiring a Listener Renaissance?

Google podcast player

Will the updated Google Podcast Player  — and easier access to podcasts — lead to a boom and expansion in the podcast world? What does this mean for advertising models, new revenue streams, the potential of device-to-device podcast hand-offs, and the need for podcast producers to stop and listen more closely to their content? Plus an interview with Elle Martinez of the podcast “Couple Money”, and headlines from podcasting and on-demand from Podnews…

  • Despite considerable use of Android phones, podcasts are listened to 80% on Apple, 11% on Android phones
  • It’s now easier to access podcasts, see boom and expansion in podcast world
  • The integration of search with podcasts, how the web app can save podcasts you’ve subscribed to, and why though a basic feature, it has importance
  • Casual listeners can now test podcasting without downloading an app
  • How there seems to be no integration of advertising, yet podcasts shown in Google results
  • Looking at some new functionality that could generate revenue streams for some podcasters
  • The potential for donations to be solicited by podcasters
  • Will the advertising model shift at all?
  • Why the new player changes how producers promote podcasts and rely on people finding them
  • Will this become the “Land of the Giants”
  • Is there a different kind of content that Google is looking for?
  • Why didn’t Google engage as meaningfully in podcasts prior to now?
  • How there are now opportunities to play with new ways of distributing content, i.e. in home devices, and how Google is working on handing off device to device
  • The ubiquity of Google to interact with a person’s life, and the ability to hand content off device to device, resulting in a lot of data about life that is played into recommendation engine
  • The changes in listener experience interacting with the actual content that can be creating a variety of interaction paradigms, developing content, shifting public to private
  • Google’s player can help get more people excited about podcasting, and result in perhaps another renaissance
  • Why this is a chance for podcast producers to stop and listen to content and consider how it is going out to the world

____________________________________________________

In this episode:

Longform vs. shortform audio: Is there room for both?

shortform vs. longform

How long should a podcast be? Is there such a thing as too long or too short? And what about the impact on podcasting from smart speakers and the growth of shortform audio? Plus an interview with Glenn the Geek of The Horse Radio Network, and headlines from podcasting and on-demand from Podnews…

  • The recent surge of interest in shorter length podcasts (shorform audio)
  • John Rosso of Triton reports on podcast data measuring growth in podcast listenership on smart speakers
  • The possibility of native applications and content from major players in response to that growth
  • Discovering the typical conversation arc timing at 45-60 minutes
  • Increasingly shorter attention and concentration spans conflicting with robust listening habits of podcast audiences
  • What an unscientific review of the top two ranked shows in each major iTunes category reveals about typical show length of the “top podcasts”
  • The numerous potential implications to the podcast industry of a growth in popularity of shorter length podcasts
  • An example of creative repurposing of longform audio into shortform formatting with an upcoming podcast #MOSMGOTTHIS from MouthMedia Network
  • Contrasting an interview about the Cambridge Analytics and Facebook scandal and why it should remain longform
  • What is the right length for a podcast?
  • Is there room for both longform and shortform podcasts

____________________________________________________

In this episode:

Drawing the line with audio data, discovery, targeting, and advertising

Why podcasts need to think through discovery (how much is too much), where prediction and control begin and end, and what is the “creep factor” in audio data — plus an interview with Sarah Rhea Werner of “Girl In Space” and “Write Now with Sarah Werner” podcasts, and headlines from podcasting and on-demand from Podnews…

  • As a medium not good at discovery, targeting or advertising — starting growth pains and spurts with solving these issues
  • The relevancy of GDPR, Facebook privacy, Cambridge Analytica, and a new national consciousness
  • Podcasts have been asking for more audio data and analytics, so what comes with that
  • We don’t have a lot of tools for targeting and engaging users, and networks are starting to create them
  • What’s a good experience and what’s a bad experience in podcast players?
  • Targeting and re-targeting, and how much data can be deployed and gathered on one individual listener, and the need to understand when it crosses the “creep line” despite value for marketers
  • What type of model are we building for listeners — aggregated buckets and themes, or targeted for the individual listener?
  • Why gathering data in hopes to sell it can be a bad play in some circumstances
  • Hyper-targeting and psychographics profiles, and acclimated to feeling OK with selling or trading our privacy data in the United States, and therefore a lot of our behavior can be predicted on an aggregate level
  • Not much we can do to unplug our privacy at this point, even when disconnecting
  • At what point do we put the control of privacy and data back in the hands of the user and listener?
  • Responsible and acceptable targeting, and control over our own experience vs. that created by an algorithm

____________________________________________________

In this episode:

Are podcasts a medium of opportunists or thoughtful content creation?

gold mic

Why podcasts, advertising, and podcast players need to change to grow listenership — plus an interview with Dave Jackson of School of Podcasting, and headlines from podcasting and on-demand from Podnews…

  • The impact of the recent podcasts stats on listenership from Edison research report
  • More monthly actives than Twitter
  • The number of people engaged, listening
  • A lack of differentiating content impacting the growth rate of podcast listenership
  • The need to recapture the people not showing interest in listening to podcasts, requiring reengaging and retraining
  • Are the importance of podcasting and where you can listen to podcasts both shifting?
  • The way people are listening has changed, as radio is also shifting and changing
  • More podcasts are listened to in the car than satellite radio
  • Why we have not reached a saturation point with podcasting
  • How podcast consumption habits are similar to radio without skipping sponsorships
  • A rich audio experience will allow ads
  • Listeners have been prove to take action because of call to action in a podcast player
  • Long-form audio and the willingness of audience to consume ads
  • Content partnerships, giving the listener what they need for their life in return for mindshare as the next level of advertising
  • A push to native content in podcasts
  • Where trust starts, stops, and breaks with advertisers and shows
  • Do ads that are long form shows break trust similarly to influencers who hock clothes and don’t report it
  • The challenge of how to activate Americans who don’t listen and the people who tried podcasts and denied it is not for them
  • Are podcasts a medium of opportunists? Or thoughtful content creation?

____________________________________________________

In this episode:

Broadening the idea of what podcasts can be in our world

Does the word “podcast” limit us?

  • The case made for why live performances have a place in podcasting
  • A change in format, live events
  • Example with the podcast American Enough with Vikrum Aiyer at SXSW, having same feel as in the studio despite being in front of a live audience
  • How podcasts can maintain intimacy with the integration into the live event part of the nature of the medium
  • Another touchpoint of blending into the live experience, having the hosts normally in your head and ears and a chance to see them in person and come to life, and that we will see more live recordings
  • How events can make podcasts easier to monetize
  • The tension between the role of podcasting and radio
  • Scott Hopeck from iHeart – unplug vs plug in
  • Radio is cut up to be quickly consumed – plug in and move forward
  • Podcasts are turning out more daily shows, tips, analysis etc/ in a move toward “plug-in”
  • Is there a use-case built that allows the rest of people to engage in a learning mechanism, there aren’t enough tools built for that
  • Will see a shift in the content created as the tools change for the listener
  • Are we seeing a change in demographics of the podcast listener based on how the ease of adopting a podcast came about
  • Idea of personal connection vs. alienation, how a podcast is the personal connection but when visuals are added it becomes alienating
  • Sound design can help build personal connections
  • Important to think of cognitive processes and the science behind them, such as giving context to a sound, play with perception of the world built around an individual, play with experience, immersion
  • Is the term podcast archaic? — long form vs. short form audio?
  • Long form audio as a secondary medium and not a podcast to be played on an iPod
  • Room for live performance in podcasts, inside of cars, in home devices
  • Shift of what audio can be in the world
  • Voice search, voice integrated
  • Broadening our idea of what exists in the ecosystem of the podcast, seeing it larger
  • What is this word for the world we are creating?
  • How expanding our minds is vital

____________________________________________________

In this episode:

The Age of Active Audio – Long-form

longform audio

Long-form audio as a looping conversation…

We in the podcast — or long-form audio — community sometimes think of podcasts as a passive audio experience. We create an hour or more of audio and then people listen to it. Outside of writing in response, this seems to be the current extent of the creator-listener relationship.

However, there is more to the world of audio than this. More and more interaction with devices is through voice. In fact, 22% of searches on Google are being done by voice. App creators are starting to understand their apps in relationships to others. Content creators are also understanding the context in which their audio is being listened to. We approaching an age of Active Audio, if we don’t live in it already.

What does it look like when audio becomes ambient and ubiquitous, search becomes a conversation, and we start to change how we interact with the world? What is this new audio age, this new audio world? Continue Reading