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