As new content platforms and devices emerge, the radio industry finds itself in analytical mode, assessing potentials, opportunities, and threats.
And then there's podcasting.
Podcasts have been around for….years! And still the debate rages on. How big a deal is on-demand audio? Why isn't it easier to listen to podcasts? What is Apple's grand plan for podcasts? Does the name “podcast” create a branding obstacle?
But the bigger question is this:
What is radio's role in podcasting?
And that's something that companies big and small are struggling to answer. Many broadcasters have stepped up, creating their own divisions dedicated to podcasting, or they investing in or buying podcasting companies.
Yet on the local level, there is still ambiguity about podcasting – what to create, who will produce it, can it make any money, and what's the point?
Our research indicates podcasting is growing, but not by leaps and bounds. In Techsurvey13, more than one-fifth of respondents now listen to podcasts weekly or more often. But perhaps the bigger stat on this pie chart is that nearly half the sample has never ever listened to a podcast. Maybe they don't know what a podcast is or where to find them.
Yet, television viewing has rapidly moved to the on-demand platform, suggesting consumers love to be able to access preferred content, whenever and wherever they want to. Still, after all these years, podcasting (or audio on-demand) is still bubbling under.
Those who have gleaned success in the space see it as a platform that fosters creativity, brand-building, and risk-taking – characteristics that many radio people complain have been missing in action for years. And the very best are reaping the rewards, not to mention handsome profits from advertisers and marketers, eager to be a part of an exciting new media outlet.
The Podcast Movement conference is an opportunity for podcasters of all stripes to come together, share ideas, compare notes, and learn from one another. At the 2016 conference in Chicago, we experienced an event teeming with excitement and energy, from veterans in the space to newbies just getting going in the space.
And so late last year, we put together a partnership with Dan Franks and Jared Easley, Podcast Movement's founders, to create a special day long track of sessions designed for radio people. “Broadcasters Meet Podcasters” is a chance for radio people to gain an understanding of the space – how they can thrive, grow their brands, and even tack on some revenue.
In putting together these sessions, the goal is to provide resources, strategies, and answers to the question, “Why radio needs to embrace podcasting?”
Here are some of the core sessions and who's already on board:
Radio's top podcasters share their secrets: So, the mission here was to find key players from radio gleaning success in podcasting. KQRS/Minneapolis morning legend, Tom Barnard, is one of the leaders in this space, creating his own podcasting empire. And on the left coast, Gregr – morning guy at KNDD/Seattle – has a leg up with podcasts that have grown his persona in the market – and beyond. And then a name many radio people know – Mike Carruthers – famous for his “Something You Should Know” radio feature. Mike has strategically transitioned his entire business into the podcasting space – and has garnered enviable metrics and revenue numbers in the process. The RAB's Erica Farber hosts this session, and she'll be asking questions that range from content to monetization.
Why public radio excels at podcasting: It's no secret public radio is well ahead of commercial radio in the creation and execution of on-demand audio. So, how have they pulled it off, and what can any broadcaster or fledgling podcaster learn from public radio's leadership position? WNYC's Chief Content Officer, Dean Cappello, will keynote our opening session with his take on how radio organizations can create the optimal environment for podcasting. And NPR One's Managing Editor, Tamar Charney, has the data and the perspective to scope out the podcasting arena, providing important insights for broadcasters with an eye on excelling in the space.
Podcast Makeover: A Live Aircheck Session: Hosted by our Digital Dot Connector, Seth Resler, this session will provide a real-time aircheck of two radio podcasts, guided by the insights of tuned-in professionals. Tom Leykis, has succeeded as both a broadcaster and a podcaster; Mignon Fogarty, better known as “Grammar Girl,” the immensely popular podcast; and Entercom's VP/Digital Strategy, Tim Murphy. The trio will be offering up criticism and coaching to help broadcasters hone their podcasting craft. It will be insightful, and it promises to be entertaining.
From the corner office – We've got a panel loaded with radio decision-makers – the folks who make the strategic and tactical podcasting calls that will shape the industry's future. Moderated by AmplifiMedia's Steve Goldstein, our all-star panel includes iHeartRadio's SVP/Podcasting, Chris Peterson, KCRW President Jennifer Ferro, Otto Radio's Reenita Mahotra Hora, Cox Media Group's Senior Director of Digital Audience, Tim Clarke, and Westwood One's VP Digital Sales, Kelli Hurly.
And we're not done, but that should give you a strong sense for where “Broadcasters Meet Podcasters” is heading, and why radio people will have the chance to learn, network, and get a great sense for why podcasting is more than a buzzword.
And of course, there's the rest of the Podcast Movement conference, expected to attract more than 2,000 podcasters to Anaheim. With 2½ days of great sessions, panels, and keynotes, it is a great experience.
Below is information about a free podcasting webinar we're hosting in a couple weeks, featuring previously unreleased Techsurvey13 info.
Seth has also produced a nifty trailer for our track.
And if you work in and around radio and would like $100 off your Podcast Movement registration, use JACOBS100 for the discount code when you register here.
Podcast Movement 2017: Broadcasters Meet Podcasters
Webinar: Podcasting & Radio
We just wrapped up Techsurvey13, the radio industry's largest online survey. What did we learn about podcasting from the results? I'll share our insights in a webinar on Thursday, June 15th.