Podcast Business Journal would like remind nearly all podcasters (that is, those that aren’t making millions behind the mic) that advertising dollars aren’t everything: “So much about the world of advertising has become a numbers game. Buyers, ad agencies, brands and those that battle for their money get hung up on cost-per-thousand […] What gets lost in all of that discussion is actual results.”
The message is an important one. “The audience you have now, whether it’s 100 people, 2,000 people or 10,000 people has value.” Rather than accept the most sponsorship possible, PBJ’s editors encourage mindfulness about the effort your listeners put in to engaging with your work. “Your listeners want to be loyal to someone they trust. Make sure they can trust you.”
Matching sponsors to your content in a thoughtful way will go much farther with listeners you’ve earned over time. We recommend this piece of reading for peace of mind.
the big picture
“Self-identified ad avoiders were 22% more engaged, emotionally involved and likely to remember brands mentioned in a podcast compared to a television benchmark, according to a new study from the BBC,” announces Adweek. From the remarkable findings:
“It’s well-known fact that ad avoidance is something that the industry grapples with, and we wanted to see if these people could be positively reached with branded podcasts,” said Caitlin Harley, BBC News director of multiplatform ad sales research, North America. “What we ultimately found out is that they are.”
The study’s participants were “263 regular podcast listeners” in the New York, Melbourne, Munich and Singapore markets. It produced surprising findings about multitasking and the power of ‘secondary listening,’ suggesting that a little distraction may cement listening comprehension.more from adweek
Lindsey Kilbride of public broadcasting station WJCT, Jacksonville, Florida, is a seriously busy podcaster. “Podcasting was on her agenda from the start, but it took some time for the right project to present itself,” writes Jackson Hull of Folio Weekly.
Kilbride’s recent calling, since producing award-winning journalism, has been a project called Odd Ball. The “unique stories, creative sound design, and the connection [she] felt with the hosts” pulled her into the medium, and her community is better for it.
“This particular production was a vastly more intensive process that Kilbride’s previous efforts, and the finished product displays a rigorous attention to detail,” writes Hull. The true story about a “strange metal sphere” is full of “twists and weird little rabbit holes,” enchanting pre-release listeners.
Hull emphasizes that “opening up the podcast front has brought the WJCT brand to a new generation of listener.” Kilbride confirms that this ambitious project is “all part of WJCT’s strategy to try to bring in new supporters through a relatively new medium.”the full feature
Happy Thursday, readers, and congratulations to Earbuds Podcast Collective on their first official podcast. The Collective emails subscribers five recommended, themed episodes per week, but is now making their content “more accessible to non-sighted folks,” according to Outlier_HQ. We love this.
More to come!
— Earbuds Podcast Collective HAS A PODCAST NOW! (@EarbudsPodCol) October 7, 2019
Malibu dreaming: Justin Richmond of Pushkin Industries’ music podcast Broken Record spoke to TechCrunch about his workspaces, equipment, and the differences between recording from the iconic Shangri-La Studios and Jack White’s Detroit sunroom.
Event envy: Soleil Ho, restaurant critic for The San Francisco Chronicle and podcaster behind Popaganda and Racist Sandwich, will be speaking at Yale on October 23. The award-winning latter show “focuses on the intersections of race, gender, and class within the food industry.”
A little help: The Sydney Morning Herald sat down with historians Emma Shortis and Chloe Ward about their new podcast, Barely Gettin’ By. The show, “dissecting the major issues of the day” via history, is there to “hold your hand during this turmoil” of Brexit and general apocalypse.
Sunny afternoon: The Guardian reports that The Kinks’ album Arthur “will be turned into a radio drama for BBC Radio 4, 50 years after it was released.” The 1969 concept album’s new treatment “makes you want to dance as you listen,” says Radio 4 commissioning editor Alison Hindell.