As a single, urgent event dominates the media, Dan Misener of Pacific Content observes “an inherent tension at play here: evergreen vs. topical.” Many podcasts aim to share “stories that will be relevant and valuable today, next month…and next year,” but avoiding the virus altogether may be tricky.
“Here’s the good news: it’s not an either/or decision.” Misener explains that “ads are simply one type of audio that DAI tools can insert.” With dynamic ad insertion, the same technology that updates existing episodes with fresh ad campaigns, “your show can be both timely and timeless.”
Illustrating the point, Misener uses Simplecast's dynamic audio capabilities to modify the messaging of Choiceology with Katy Milkman. Each new episode of the “pretty evergreen” podcast will now include a topical pre-roll message. Bottom line: “Don’t let the ‘A' in DAI limit your creativity.”
In an article for Radio World, Rosie Smith explores how emerging trends in equipment and tastes have impacted the industry. The communications manager for Radiodays Europe is quick to point out two areas that need improvement: voice control functionality and diversity of perspectives.
“With the rise of the smart speaker the future is most surely voice-controlled,” Smith writes. “Can listeners find you?” Unless you’re a major platform, probably not. She recalls a classic BBC Scotland comedy sketch about the Glasgow accent versus a voice-controlled elevator. (Contains adult language.)
Listener preferences are changing in terms of content creators as well, which “needs to be tackled head on in all countries.” As younger audiences have access to more representational choices than ever before, podcasts have built a “multisound world that should be the goal of all stations.”
Happy Friday, readers, and thanks for the survey responses this week. Today’s the last day to raise your voice to help build a special new PM project. Share your insights to be the first to find out what's next.
Cheers,
Team PM
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