New Media Show Todd Cochrane & Rob Greenlee

The “New Media Show” podcast episode features Rob and Todd, covering various topics relevant to the podcasting industry.

With a focus on technology in podcasting, particularly on audio quality in different recording environments. They talk about a new app that allows listeners to skip ads, diving into the technical and ethical implications of this feature, such as its effect on ad revenues and the potential legal issues it could raise for podcasters.

The conversation then shifts to the podcasting industry’s landscape, highlighting the recent decline in new episodes published around Thanksgiving and the ongoing challenges faced by various podcast platforms. They discuss the top podcast hosts and the dominance of big media companies in hosting large shows. This leads to analyzing the top podcast genres, with true crime and culture topping the list.

We also touch on the international podcast market, noting the significant difference in advertising revenue between the US and other countries like the UK, Canada, Australia, and New Zealand. We speculate on the reasons behind this disparity, such as the maturity of the markets and the influence of radio.

The discussion moves to monetizing podcasts, exploring the potential of premium podcasting tools and subscription models. We delve into the challenges and opportunities for podcasters in monetizing their content, including the impact of brand safety and suitability on advertising revenues.

The episode concludes with a broader discussion on the future of podcasting, the importance of podcasters educating their audiences about new industry developments, and the potential for more diversified revenue streams. The hosts emphasize the importance of options for podcasters in monetizing their content, whether through advertising, donations, premium content, or other methods.

Get a Sticker: Send us your show sticker, and we will send you a New Media Show Sticker. Get on our sticker board for the show.

New Media Productions

365 N Willowbrook Rd

Suite: C

Coldwater, Mi, 49036

James Cridland and Sam Sethi join the New Media show, engaging in a discussion about the evolving landscape of podcasting, particularly focusing on the integration of new technologies and standards such as Podcasting 2.0. They highlight the importance of adapting to advancements like alternate enclosure tags and live streaming capabilities within podcast feeds. These developments are seen as pivotal in enhancing the podcast experience by offering listeners the choice between audio and video formats and enabling live interactions through micropayments and back-channel conversations.

The conversation also touches upon podcast hosting platforms’ role and readiness to embrace these changes. They discuss the potential for platforms like StreamYard to automate live streaming integration into podcast feeds, thereby simplifying the process for podcasters. This integration could revolutionize delivering and consuming content, making podcasts more interactive and accessible.

Additionally, the dialogue shifts towards the broader context of podcasting’s growth and its relationship with radio broadcasting. Insights are shared on the gradual yet significant growth of podcast listenership, the changing habits of younger audiences, and the slow response of traditional radio to these shifts. The podcasting industry is seen as a significant and growing media segment, with its revenue contributions becoming increasingly notable for large broadcasting companies.

The podcast ultimately underscores the dynamic nature of the podcasting industry, emphasizing the need for adaptability, innovation, and the willingness to embrace new technologies to stay relevant and engaging in the ever-evolving media landscape.

Get a Sticker: Send us your show sticker, and we will send you a New Media Show Sticker. Get on our sticker board for the show.

New Media Productions

365 N Willowbrook Rd

Suite: C

Coldwater, Mi, 49036

Todd and Rob, the mainstream, are already listening to podcasts! Yes, this is correct, but a portion of them have never heard a podcast, and we break it down with Tom Webster from Sounds Profitable to discuss how we get the remaining non-listeners to tune into a podcast. The conversation is pretty deep. Plus, Todd breaks the silence on a podcast you must listen to.

Oh, don’t create a podcast like this guy did!

Show Summary:

The podcast began with a critical look at the industry’s approach to growth and monetization, with Tom Webster emphasizing the need for a collective effort to bring in more advertisers and listeners. The conversation pivoted to the role of industry organizations and the potential need for a centralized body to coalesce various industry efforts, a sentiment echoed by Rob. There was a strong focus on the idea that more money in the industry would bring more opportunities, leading to growth and organization.

Todd discussed the everyday concerns of content creators, mainly how to attract more listeners. They explored strategies to increase podcasting awareness and encourage podcast listening, touching on the importance of engaging content and the challenges of existing promotional methods.

Tom highlighted that podcasting isn’t yet a $2 billion industry and stressed the need for more money to flow into the space. They examined the responsibilities of trade organizations and the potential benefits of an open approach to sharing industry resources.

Tom also touched on the need for the industry to take bigger risks in show development, moving away from the easy button of giving celebrities shows when they might not be suited for podcasting. He talked about the importance of podcasters understanding their audience and creating content that listeners genuinely desire.

The hosts discussed the potential of AI in podcast discovery, the importance of podcasters listening to other podcasts, especially within their genre, and the need for podcasters to clearly articulate the value proposition of their shows to their audience.

The dialogue ended with a call to podcasters to be sharper in promoting their shows and to equip their audience with language to recommend their podcasts effectively. This led to reflections on the importance of word-of-mouth for podcast discovery and growth.

The speaker’s commentary about word of mouth highlighted its critical role in podcast discovery. It was noted that word of mouth remains the primary way people discover new podcasts. Consequently, the ability to recommend a podcast—its ‘recommendability’—is vital. For a podcast to be recommendable, it must be of such quality that listeners will not regret passing it along to someone else; it must be compelling enough to stand up to the endorsement.

The conversation also addressed the personal aspect of recommendation. Since podcast listeners understand their friend’s and family’s interests, they are in a prime position to recommend podcasts that resonate with them. For instance, during a Thanksgiving dinner, if a topic arises that a podcast addresses effectively, a recommendation at that moment could be impactful. This underscores the importance of equipping listeners with the correct language and tools to recommend podcasts effectively and naturally in conversations.

Todd discussed The Marketing AI Show as an example of a recommended show as an exemplary case of a recommendable program. It was presented as an essential listen for anyone involved in business—not just those in podcasting or hosting. The show covers how AI will affect the marketing sector, addressing the tools and advancements professionals should be aware of,

So, has YouTube and others tainted the word Podcasting so bad now that people will automatically assume a podcast is just some Video YouTube channel?  The battle of educating all podcasters on the value of open RSS must begin!

A predominant theme was the challenges and avenues of podcast monetization. We touched on advertising models, the potential for subscriptions, and the nuances of audience donations. We highlighted the increasing prevalence of dynamic ad insertion in the industry and delved into the intricacies of programmatic ad buying. We discussed the emerging role of brand safety and content moderation tools.

The conversation often veered into discussions about major platforms like YouTube and Spotify. Speculation arose about Joe Rogan’s future exclusivity with Spotify, hinting at the broader dynamics of platform exclusivity deals.

Todd shared his endeavors in search engine optimization with his latest experiments. We expressed concerns about the potential misuse of AI in cloning voices. Overviewed the changing habits of younger audiences in media consumption and wondered if the term “podcasting” might eventually transcend its current RSS distribution model. The importance of open platforms and the continued relevance of RSS for ensuring creative freedom were stressed by Todd.

A notable mention was the potential use of AI tools like ChatGPT in assisting in show production. Todd shared his experience of enhancing his show notes using AI, highlighting the practical applications of such technology in the podcasting space.

The decline of mainstream media, especially among younger demographics, was discussed alongside the rise of online video platforms. The hosts explored the unique bond podcasts create, fostering a sense of relationship and community among listeners.

Get a Sticker: Send us your show sticker, and we will send you a New Media Show Sticker. Get on our sticker board for the show.

New Media Productions

365 N Willowbrook Rd

Suite: C

Coldwater, Mi, 49036

Rob and Todd discuss the nothing burger of the YouTube RSS support and the non-viability of YouTube for podcasters, considering its primary emphasis on video content. The pair critically evaluated the hurdles surrounding podcast support. Monetization on YouTube was another hot topic. We discuss the advantages and disadvantages, concluding that only a handful of larger shows might benefit substantially. They stressed the need to educate podcasters on the nuances of the monetization process and voiced concerns about potential content strikes.

Discussions ranged from Rob’s interactions with YouTube representatives to Todd’s critique of Google’s history with RSS. They lamented missed opportunities, As the conversation evolved, the focus shifted to podcasting’s transformation and potential revenue streams.

The recent industry shifts, including the layoffs at Libsyn, were touched upon, offering a glimpse into the changing landscape of podcasting.

Social media’s ever-growing influence on content creation was another focal point. Todd and Rob explored the role of platforms in audience growth and content discovery. They debated the merits of platform-exclusive content, the importance of building a robust subscriber base, and the future of content monetization on social platforms. We delved into the realities of content creation and monetization across various platforms. We tackled industry pressures and competition and emphasized the importance of commitment in the podcasting world.

AI’s role in image and text creation was also examined. WordPress was spotlighted as both a boon to most and a challenge for others. Their shared experiences with the platform underscored its potential and the hurdles it presents.

Get a Sticker: Send us your show sticker, and we will send you a New Media Show Sticker. Get on our sticker board for the show.

New Media Productions

365 N Willowbrook Rd

Suite: C

Coldwater, Mi, 49036

YouTube Platform Challenges Discussed

Todd and Rob discussed the challenges and concerns of recommending YouTube to podcasters. Todd highlighted issues with the platform’s validation process, advertising policy, and monetization threshold. Additionally, he expressed concerns about the platform monetizing content and adding extra work for podcasters to manage each episode. They also discussed converting MP3 files into video files on YouTube and potentially losing metrics by replacing previously published episodes. Todd’s concerns about YouTube’s video-centric approach and Google’s past decisions regarding RSS were also discussed. Lastly, they discussed their concerns about Google’s decision to discontinue the Google Podcasts app, with Todd advising podcast creators to find alternative apps.

PHD In Podcasting?

Todd and Rob discussed an exciting new initiative – offering a ‘PhD in Podcasting’ to listeners who donate $1,000 to their show. They jokingly considered the logistics, including the design of the certificate and how to avoid counterfeiting. They also suggested that some listeners might be eligible for an honorary PhD. However, they acknowledged that no exams or qualifications would be required beyond the donation. The audience met the idea with amusement and intrigue, attracting many potential applicants.

Some AI Updates

The discussion covered the advancing technology of AI tools like Chat, Gpt, and Bard and how they can be used for conversations and image analysis. Rob shared his experience using these tools to analyze a podcast’s artwork. Todd mentioned testing the Zoom AI feature, which generates a summary of meetings and speculated about its potential for obsoleting third-party services. They discussed the importance of integrating AI into podcast hosting services and predicted that failure to do so would lead to the extinction of such companies within three years. They also reflected on the history and evolution of podcasting, including Leo Laporte’s past skepticism towards the medium. The conversation also involved regaining the rights to Todd’s book and updating it due to massive changes in the podcasting industry.

Podcasting Platform Progress

Rob and Todd discussed the potential for video podcasting to grow and their increased interest in this format. Todd emphasized the importance of feedback and communication between podcasters and hosting platforms and mentioned that they were working on improvements based on user suggestions. They also discussed the challenges of user interface (UI) design, acknowledging the need for consistency across different publishing methods. Todd and Rob discussed the advantages and disadvantages of other publishing platforms, noting that their platform offered more flexibility than WordPress. They concluded the discussion by reflecting on the need to occasionally overhaul a system rather than maintaining outdated versions. They also discussed the value-for-value feature in their interface and the current state of the podcasting industry.

Wrap Up

Rob and Todd discuss launching a new live show on the Streamyard channels in partnership with 4 Stream Yard. The show will focus on podcasts, content, and video and podcasting topics.  Todd shares his experience with roadcasters duo and the challenges of setting them up properly, mentioning that they are complicated devices requiring much testing. Adam Curry offers to send Todd configuration files.

Show summary created by Zoom AI

Get a Sticker: Send us your show sticker, and we will send you a New Media Show Sticker. Get on our sticker board for the show.

New Media Productions

365 N Willowbrook Rd

Suite: C

Coldwater, Mi, 49036