The Mighty Host-Read Ad is Still the Future


PodMov Daily: Tuesday, May 31

Episode 655: Testing, One Two-sday

The Mighty Host-Read Ad is Still the Future

Announcer-read ads are still not the future of podcast advertising, writes Amanda McLoughlin, a founder of the Brooklyn-based Multitude Productions. “Don't believe the hype: emphasizing cheaper, shorter, annoying programmatic ads will doom podcasting to repeat the mistakes of older media.”

Since 2017, Multitude has offered host-read spots that take as much preparation and thought as the content itself – and business is good. McLoughlin has a black-and-white ideology about the switch to mainstream ads. A host’s voice and personality can’t be replicated, and giving that up takes away from listeners.

Highly produced host reads take time, resources, and sponsor involvement that not all indie podcasters have. At the same time, as Evo Terra explained recently, custom spots may be the smartest offering under the system of Big Podcasting. Smaller companies want your voice because it works.

Surfing the Ups and Downs of Podcast Projects

We’ve all been in the Trough of Disillusionment, that dreaded place between the excitement of a new project and actually getting it off the ground. According to Karen Burgess of Pacific Content, “The Trough isn’t as bad as it might seem. It just feels that way because you’re comparing it to that overinflated peak.”

Burgess uses a model showing that “over time, there are ups and downs — but cycles eventually resolve, often returning the system to some kind of balance.” The Peak of Inflated Expectations (“that post-brainstorm, everything-is-awesome phase”) is followed by a dip. Building out a new idea is tough, and often demotivating.

To escape the Trough quickly, podcasters need “well-planned, well-articulated and aspirational expectations.” Burgess explains how a realistic attitude allows creators to appreciate the first signs of progress. “It’s time to use all the method and the magic you have at your disposal to find your way to higher ground.”

Keep Episodes Fresh with Dynamic Content

With Buzzsprout, it’s faster than ever to keep your podcast fresh — and your listeners up-to-date. The Dynamic Content tool lets you easily add and remove short pre-roll (intro) and post-roll (outro) content to your episodes. It's the perfect solution for timely messaging.

Whether you’re promoting a virtual event or giving a special shout-out, Dynamic Content makes it simple to swap, automatically add content to new episodes, or apply it to your existing catalog with a click. Old files are removed and replaced, so there’s no clean-up.

This innovative feature offers more than flexibility. It benefits your audience in more ways than one: Buzzsprout respects your listeners’ privacy. Unlike most Dynamic Ad Insertion, the Dynamic Content tool includes no tracking or targeting. Ready to make the switch?

All I know is this — nothing you ever learn is really wasted.

Here's what else is going on:

  • Law school: “Advantages of Setting up a Legal Entity as a Creator” is this Wednesday at 4:00 pm ET. Bryan Barletta, founder and CEO of Sounds Profitable, will visit Podcasting, Seriously’s weekly Twitter Spaces to discuss the importance of covering your legal bases. No account needed to join.
  • House blend: “Managing Your Friends” from SoundPath is this Wednesday, June 1. Amanda McLoughlin and Eric Silver, founding members of the podcast company Multitude, will show how to detangle personal dynamics from creative work when you collaborate. $10 registration for non-AIR members.
  • Group chat: “Daring to Be Free,” a Pride Month panel from the Black Podcasters Association, is on June 6. LGBTQ+ creators Anna DeShawn, Jay Ray, and Reggee Socorro-Garner will discuss their work, their impact, and why we should all be listening. Free livestream powered by Afros & Audio. 
  • On pause: The standard five-star podcast rating system tends to be misused, writes Lindsay Harris Friel of The Podcast Host. “People tend to fall into the trap of leaving a five-star rating for anything good, or a one-star rating for anything bad.” Here’s how to think critically about one-click feedback.

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