We need to quit blaming famous people for ruining podcasting, writes Edison Research SVP Tom Webster: “If your show right now is not as good mechanically and formatically as a new celebrity podcast, you can't carp about them stealing your audience.” Fame and cash simply can’t force a decent show.
A few weekends ago, Fiona Sturges of The Guardian wrote that celebrity shows have become an invasive weed of the audio industry, “hoovering up budgets, threatening to smother the competition and, in some cases, heralding a dispiriting drop in quality.” Webster counters the alarm with a long-term perspective.
“Yes, we are going to have a glut of celebrity podcasts for a while, but I think a bunch of them will not return their investment, and the balance of the force will be restored,” he concludes. “For the average podcaster, the challenge is two-fold: outlast, and outperform.” Stay committed, stay flexible, and above all, stay foxy.
Apple is delaying the launch of Apple Podcasts Subscriptions. On Friday, the announcement was made in an email to podcasters. The new paid program was originally scheduled to go live in May. The rollout is being held back to allow more time to “ensure the best experience for creators and listeners.”
In a first public (under)statement, the company acknowledged that the new Apple Podcasts hasn’t been a success. Also on Friday, Podnews published a piece about the app’s ongoing “bugs and inconsistencies” as reported by a range of publishers, from large companies to individual podcasters.
From the email: “We’ve addressed these disruptions and encourage creators experiencing any issues to contact us.” Podnews did exactly what the company recommends, as have many podcasters over the past five weeks. Sometime this month, the industry will find out the “best experience” Apple can offer.
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