Pundits of Podcast Movement – Part 1

I found five pundits from the crowd who are arguably experts in their respective specialties to talk about podcasts39 evolution and their projections for the business With such rapid industry growth I asked each if quotthe more things change are they changingquot or are we still challenged by everything from measurement to diversityHear from Donald Albright cofounder of Tenderfoot TV which is home to six truecrime podcast phenoms including Up and Vanished with its 300 million downloads and counting Edison Research39s own phenomenal presenter Tom Webster and I discuss quotdownloadsquot versus quotlistensquot and measuring those who consume their podcasts via YouTube Both Edison and Nielsen39s Podcast Listener Buying survey show YouTube becoming a top destination for podcast discoveryHow do brands get in on this medium effectively A little company called eBay has had success with branded podcasts as explained by community content manager Doug Smith For the history and futurecast amplifi Media39s Steve Goldstein weighs in Finally Jessica Kupferman of She Podcasts provides a force for the female voiceYou39ll want to listen to this episode in its 35minute entirety especially if you don39t have your firstyear pin By next year39s Podcast Movement you might be one of 4000 attendeesThere were so many good takeaways from the interviews that this is Part 1 of a twopart topline transcript edited for clarity Please subscribe to Insider InSites and rate download and share via Stitcher Spotify iHeartRadio GooglePodcasts Apple TuneIn amp8230 and YouTubeOut of the Basement Donald Albright Donald Albright cofounded Tenderfoot TV with Payne Lindsey intending to leverage their foray into podcasting to do more television When Up and Vanished became an instant hit they partnered with HowStuffWorks recently acquired by iHeartMedia for Atlanta Monster Now there are more hits in the can including this year39s breakout To Live and Die in LA in partnership with New York Times bestselling author Neil Strauss While their first podcast did get adopted for television with more to follow Albright confesses that given the creativity and freedom that podcasting offers quotwe39re here to stayquotamp160Nonetheless he39s adamant that there39s room for industry improvement especially in the marketing and advertising of podcasts themselves as in quotdoing billboards radio and TV advertisements We have a national TV campaign going right now on TNT for To Live and Die in LA We want people to say 39Wow I want to go watch that TV show39 And then they say 39Oh wait it39s a podcast39quotLet39s value podcasts the same way you do TV and film That in turn will quotgrow the advertising revenue to take this entire industry to the next levelquot Albright says quotSo we have to not be so guarded and instead say 39Look this podcast should be in the penthouse Just because you started it in your basement you don39t have to stay there to be authentic39quotHis caution The industry39s going to grow with or without laggards quotso let39s all figure out how we make Podcast Movement 10 times bigger and a bigger part of CES NAB and all of these other conferences where podcasting should really be at the forefront versus the stepbrother of radioquotCorralling Audiences Tom WebsterEdison Research senior vice president Tom Webster has a reputation for making numbers come alive He didn39t disappoint with his 2019 Podcast Movement presentation down to 10foot projections of feral hogs He explains quotThings are changingamp160 For example a podcast technically is ondemand and downloadable and things like that but now you have entities like Spotify and Pandora streaming podcasts versus making them downloadable And now we have entities like iHeart that are going to actually broadcast podcasts on their radio stations which are definitely not podcasts at that pointquotSo what39s happening is it39s socializing the term and the concept to a greater extent It39s going to attract more people but it39s also I think going to create some real confusion about what is and isn39t a podcast And that39s going to give us some interesting measurement dilemmas If a show has 10 million downloads but also 10 million views on YouTube is that 20 million peoplequotPodcasts being found across different platforms led to his claim that today39s audience is quotlike feral hogs You can39t pen them anymore In the early days of podcasting it was easy to just corral them into iTunes But increasingly as people new to the space are coming in they might listen to a podcast on Facebook They might watch a YouTube video of a podcast So I think the only way to win is to have your content everywhere but have it native to that platform and just say 39I know you39re watching this on YouTube so click the subscribe link below the video39 or 39I know you39re seeing this on Facebook Follow our page39 And not have to say things like 39Subscribe to us on Stitcher Spotify iHeartRadio GooglePodcasts ampamp Apple wherever39 for each podcastquot Sorry Tom I39ll get thereHe notes that onethird of Americans are now at least monthly listeners of podcasts and expects that number to continue to rise quotThe industry39s maturing bringing in more mainstream media content consumers In our Infinite Dial study yearoveryear this was the largest percentagepoint increase in podcast listening across the board that we have seen in the 14 years we have tracked itThose significant jumps were helped by alternate platforms There were a lot of younger people introduced to podcasts because Spotify really started to feature them And Pandora now is increasing their footprint in podcasting as well Those are big broad mainstream platforms so it39s just going to continue to expose people to the mediaquotThe eBay Brand of Podcasting Doug SmithCommunity content manager Doug Smith is sold on the value of the eBay for Business branded podcast as a sellerengagement tool quotIt39s part of the eBay community and it39s where we reach out to sellers tell seller stories and gather internal eBay experts who talk about their areas of expertisequot he says quotBut it39s also a very pertinent medium for the sellers They get the internal perspective from eBay and hear from other sellersquotSmith also uses it as quota feedback loop to kind of show sellers that they39re being listened to Here39s what39s being talked about in the community and we engage we answer questions we pass feedback onto the teams Community is such a part of what eBay isamp8230 We just had our big yearly eBay Open convention and we gathered hours and hours of content amp8212 because every seller has a story Every item they sell has a storyquotSmith sees podcasting39s evolution enabling eBay39s own evolution as a platform and uses it to offer a guide or tool for an ecommerce industry that39s changed as well He said quotIt39s important for sellers to evolve as well to think of themselves as a business and think of a modern buyer on mobile who39s going to look at that first picture they see as one of the most important parts of a listing because they39ll have other choices they can scroll down to The market has changed too Stuff that used to sell might not sell as much now So sellers always have to be evolving and learning with the market and with ecommerce trendsSmith also sees podcasting tying into their business as quota holistic story We39ve got the eBay for Business brand we have the podcast that39s part of it we have a weekly Facebook livecast that we do that39s part of the brand We have other content we put out that ties into the community amp160And we have a studio onsite and do everything ourselves with a small but mighty teamquotHis parting words to this wouldbe seller quotTake a look at your listing Maybe it needs to be refreshed Look at your title at your description even look at your photos Look at similar stuff and see what39s selling Maybe you have to adjust your pricing maybe you have to try some new photos But the big thing is is to keep that listing up because you39ve got that inherent singular URL that39s really good for the search enginesquotTo me it sounds like advice applicable to selling an audience on podcasting tooMore to ComeCheck out Part 2 featuring a discussion on podcasting history and futurecast with amplifi Media39s Steve Goldstein and a conversation on women in podcasting with Jessica Kupferman of She PodcastsClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Pundits of Podcast Movement – Part 1

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