When Carolina Guerrero and Daniel Alarcón first pitched Radio Ambulante in 2011, they were met with disinterest. Now, the megahit series has 760,000 monthly listeners. In Bello Collective, Charlie Clarke explores the many ways Guerrero and Alarcón have been proven right. Downloads and data are just the beginning.
In June the Latino Podcast Listener Report from Edison Research “showed that Latinos in the U.S. were listening to podcasts nearly as much as the overall U.S. population,” Clarke writes. Listenership is growing quickly, and so is community engagement. Guerrero, Alarcón, and several industry experts discuss the rapid growth.
Some legacy media organizations, like The Washington Post, recognize the value of Spanish-language audio. Will the rest? According to Adonde Media CEO Martina Castro, “Now, the industry has the data that shows why making content for Latinos isn’t only the right thing to do, but is also simply a smart investment.”
This week’s update hits play on an insightful session from PM University’s SHIFT event: “Using Your Existing Platform for the Greater Good.” Jamila Souffrant of Journey to Launch and Stephen A. Hart of Trailblazers.fm discuss how to switch gears on your podcast by incorporating current events and causes.
In other news, the 28-Day Challenge is back in September. Register to take your podcast from zero to launch with daily emails and a private community. Don’t just take our word for it ― Adriana Flores-Ragade took the Challenge to launch LatinxAmerica, featured on Feedspot’s Top 55 Latino Podcasts list.
Happy Wednesday, and thanks to Heben Nigatu for calling attention to a vital issue in the audio industry. Lowell Peterson, executive director of the Writers Guild of America East, explains:
“Everything might be in flux, but one of the things that collective bargaining can do is increase transparency in terms of how much you should get paid, what work you can do, and how you can advance up the ladder of experience.”
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