Search, Adoption, and Moving the Needle in Podcasting – with Dave Jackson

Dave Jackson

Dave Jackson, Podcast Consultant with The School of Podcasting, and an inductee into the Podcasting Hall of Fame, submitted a question to the website for “The Word From Mouth”. So we invited him on the show to discuss it.

MouthMedia Network CEO Rob Sanchez has a far-reaching conversation with Dave, who has been podcasting since 2005, about the state and future of discovery mechanisms in podcasting, the challenges of growing adoption into podcasting, the need for viral podcast content, and what it will take to make podcasts a household habit across the country. And James Cridland shares the latest headlines in podcasting from Podnews.

Dave Jackson has been a corporate trainer for more than 20+ years. He currently runs the School of Podcasting (www.schoolofpdocasting.com), has written the books “Get your band out of the basement and keep them out of the asylum”​ and “More Podcast Money (morepodcastmoney.com). He works to flatten the learning curve of podcasting and recommend the right equipment cost efficiently. He also does one on one podcast consulting at www.schoolofpodcasting.com. Dave is a featured/keynote speaker at events, and served as the Director of Podcasting for the New Media Expo. He is also a member of the tech support staff at Libsyn.com.

Special thanks to Dave Jackson for joining the show on short notice and for his technical contribution.

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?

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In this episode: