Pundits of Podcast Movement – Part 2

The record crowd for year six of Podcast Movement was no joke Of the 3000 attendees I selected five from the many podcast pundits in attendance to discuss the state of the industry I asked each if quotthe more things change are they changing in podcasting or staying the samequot The answers were so meaty that even a topline transcript required a twoparterRead here to find out what advisor Steve Goldstein of amplifi Media said about why radio has adopted podcasting as well as why Jessica Kupferman founded She Podcasts and her views on the uptake of podcasting by women For the complete discussions with them amp8212 as well as with Tenderfoot TV39s cofounder Donald Albright Edison Research39s Tom Webster and eBay for Business community content manager Doug Smith on branded podcasts amp8212 listen here to episode 39 And scan their comments in Part 1 of this transcript on MediaVillageOn the Air Steve GoldsteinAmplify Media chief executive officer Steve Goldstein knows something about growth tactics and podcast marketing With at least five of the six years of Podcast Movement under his belt I was pretty sure he could offer sound advice He didn39t disappoint and shared a healthy perspective on radio as wellquotBack at one of those first conferences there were six radio people there I39m not kidding six And now they39re everywhere All the big companies are here amp8212 iHeart and Entercom Television did this a couple of years ago when it shifted to ondemand Nobody watches Grey39s Anatomy at 800 pm on Thursday anymore They watch it whenever they want to The notion that radio was going to somehow not participate in that is ludicrous And there39s so much great content that radio puts out that it gets broadcast and goes to the dwarf planet Pluto and that39s the end of it Insane that that stuff wouldn39t be available in an ondemand form So that39s table stakes for radioquotThen you move into original contentquot he adds quotand that to me is where the farming is being done now So the broadcast companies are trying to figure out their way there while the pureplay podcasters are moving along at lightning speedquotOn the path towards integration between ondemand and linear audio Goldstein says quotIt is very clear when you see iHeart starting to add podcasts to their schedule on the radio stations on Sunday night It39s not the most popular time period but it39s a great first step toward real potential integrationquotAnd what is a huge growth category per Goldstein Branded podcasts where quotabout 10 percent of the spend is now according to the IAB So let39s say about 700000 is spent today and we know that39s going up to a billion that39s the fantastic opportunityquotBut he cautions quotthere39s a lot of bad content in that category from a lot of brands and I don39t know who39s going to listen to that stuff So it39s not an automatic win There are some brands like a Trader Joe39s that has an audience that loves the store Their podcast talks about things that are going on takes people into the taste kitchen talks about why bananas are 19 cents each Those sorts of stories fit that brand Not all brands can do that But for an eBay for Business podcast it39s perfect he39s teaching people how to use his service I love that ideaquotAnother caution is managing a brand manager39s expectations and the dreams of quotcachingquot ringing in their ears quotI think there are all sorts of wins A guy I met took his love for podcasts and married it to his primary business installing air conditioning systems You would think that that39s crazy except he talks to the thousand most important people in the HVAC business and his sponsors could be Trane or Carrier He doesn39t need 10000 people listening to that he needs the right people listening to that That39s a different kind of content strategy The branded thing is malleable to all of these different angles as well But I don39t think you39re going to see too many of these hit the top of the chartsquotGirl Talk Jessica KupfermanAs cofounder of She Podcasts an online women39s podcasting community launched in 2014 Jessica Kupferman amp8212 with partner Elsie Escobar amp8212 was one of the first to evangelize the female podcast voice She explains that She Podcasts launched just to quothave some camaraderie and mutual understandingquotKupferman explained how things have shifted for women podcasters in the past few years quotWhen I first started ShePodcasts I didn39t know any other female guru types I was taking advice from John Lee Dumas and Pat FlynnquotWhat Jessica and Elsie really wanted was the opportunity to speak with people who could relate to what we were going through and quotgive us advice through that female lensquot amp160She Podcasts now has 13300 allies and its own podcast that is five years in Listening is up as well though Kupferman is convinced that39s inspired by the everincreasing number of truecrime podcasts whose audiences per Nielsen skew 58 percent female and 42 percent male on averageAnother indicator of growth among women podcasters is the nearly soldout status of She Podcast39s first conference and its attraction of content and sponsorships from major players such as WarnerMedia Podcasts and PRX The She Podcasts Live conference has almost 500 ticketed attendees thus far and is designed in part to push through the boundaries that women may have such as possible fear of tech or free timeKupferman said that when she started She Podcasts quotonly around 13 percent of podcasts were hosted by women and now it39s around 35 percentquot It39s still not enough she assertsOn a positive note she adds quotI also see more people of color are creating which I think is great When it comes to conferences like Podcast Movement last year or the year before it was maybe 25 percent people of color That39s certainly risen this year Our conference is 40 percentquotAnd Elsie just launched a podcast amp8230 called Sobre Podcasting the only Spanishspeaking podcast about podcasting She had a meetup here at Podcast Movement and there were podcasters from all different countries that have started to listen to it As far as who39s creating content that39s definitely shifted Elsie39s also been pushing very hard for podcasts to be more accessible to people who may not have the technology to listen So slowly it39s shifting But I think with any tech shift takes timequotAs they say quotShift happensquotMissed Part 1 Listen hereKeep up with this and all Insider InSites podcast episodes via Stitcher Spotify iHeartRadio GooglePodcasts ampamp Apple TuneIn and please subscribe rate download and sharePictured above Clockwise top left to right EB Moss MediaVillage Jessica Kupferman She Podcastsamp160 Steve Goldstein amplify Media Doug Smith eBay for Business Donald Albright Tenderfoot TV Tom Webster Edison ResearchClick 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 2

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