Radio broadcast giant Entercom Communications has finalized deals to acquire Cadence13, a New York-based podcast network, and Pineapple Street Media, a New York-based independent podcast producer.
Two years ago, Entercom acquired a 45% stake in Cadence13 for $9.7 million. This new agreement transfers full control of the rest. Though the terms of the deals have not been made public, we know that Entercom is paying $18 million for Pineapple. The Wall Street Journal reports that the deal for Cadence13 values the company at near $50 million.
Entercom will now be the No. 3 U.S. podcast publisher, after NPR and iHeart. Episodes published or distributed by Entercom, Cadence13 and Pineapple Street Media were downloaded over than 150 million times per month in the second quarter of 2019.
This Wednesday’s guest article is from podcast critic, reporter, and forensic sociolinguist Elena Fernández Collins. The author describes the detailed, informative guide as “a brief and illuminating adventure into the world of social media.” You won’t find vaguery or assumptions here — just clear, actionable marketing advice from an expert. Links to examples help illustrate social media and tools done right.
When it comes to promoting your work, respectful awareness of others is key. “Probably one of the easiest ways to falter in marketing is failing at basic social media etiquette,” Collins writes. “Or following rules and advice that are more in line with large corporations and businesses instead of independent artists.” This is one of many sharp and unexpected points that will help you gain a common-sense edge. Check out the full article to boost your social savvy.
Chances are, you’ve heard of the crowdfunding platform Patreon. The subscription content service allows creators like podcasters the ability to receive funding from fans (“patrons”). It’s a complex and sometimes controversial model that’s worth studying. Luckily, Lindsay Harris Friel at The Podcast Host has done the work for us.
Learn about best practices like making thank-you videos for subscribers. Friel gives examples of highly successful and dynamic Patreon pages: Amanda Palmer and audio drama The Amelia Project make the cut. Our favorite piece of advice, “Don’t promise more than you can deliver,” warns against a tempting pitfall. Does sending a $14 t-shirt to a $2-per-month subscriber really help your cause?
If there’s a recipe for the perfect Patreon, the ingredients just got much more accessible. “It’s the same as the recipe for the perfect podcast,” Friel explains. “Plan ahead, know what you’re passionate about, know who you want to reach.”
Audio ads are an essential part of the podcasting ecosystem. They’re how the majority of creators earn related income, and they cater remarkably well to niche audiences. Host-read ads in particular have the potential to be terrific. However, we’re not all there yet.
The last jarring or lackluster ad you heard was made by someone who didn’t read this article. Keaton Robbins at voices.com offers a thorough, if not comprehensive, guide to creating quality audio ads. It includes what makes a great script, how background music affects tone, and everything in between. The advice applies to running ads on streaming radio or podcasts.
“Make your ad memorable by cutting back on the information that the listener has to remember,” Robbins writes. “You only have around 30 seconds or less for a typical Spotify or Pandora audio spot, so your message has to be crystal clear.” Check out sample scripts, examples of ads that nailed it, and more.
A week from today, PM19 will be in full swing! Many of you will be traveling from across the U.S. and around the world. We’re highlighting a tweet from Drew Hannush, creator of Travel Fuels Life. It certainly does, Drew. Thanks for adding Orlando to your itinerary!
Could the next featured #PM19 tweet be yours? Mention us and you might be hooked up with bragging rights all week long.
Love,
Team PM
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