How Hot Is Podcasting?
By Holland Cooke
Consultant
How hot is podcasting? The topic dominated a CES session billed in broader terms: “The Disruption: Media, Platforms & Advertising.” Panelists – executives from social media, major content brands, and radio mega-groups – also discussed “linear” (live) programming and streaming video. But all kept coming back to podcasting, which iHeartMedia CMO Gayle Troberman characterized as “exploding, driving massive growth in audio.”
Not unexpected, since her company is a major player. But, from the other side of the equation, World Wrestling Entertainment SVP Craig Stimmel acknowledges that, post-pandemic, “habits have changed as to where to go” for media; so “we want to make sure our content is everywhere.” His stars are among celebrities whom podcasting connects with fans in what Troberman describes as “live, human, unscripted conversation with people you come to know;” particularly welcome post-pandemic-shutdown. “The more isolated and alone people feel, the more audio delivers intimacy.”
It’s not a radio show
Every panelist spoke of “authenticity,” rather than the slick, polished texture of traditional AM/FM programming. SXM Media SVP Lizzie Widhelm challenges broadcasters: “How can we let go of our playbook, and walk away from norms that have been comfy-cozy?”
“More creators coming into audio than ever before” from politics, sports, and other walks of life, “to engage more deeply.” Audacy CMO Paul Suchman says that delivers advertisers “super-relevant, contextually relevant” places to tell their stories. So “this is a medium that deserves GREAT creative,” not just audio of a TV spot. “Advertising that gets ‘inserted’” doesn’t work as well as “the deep human connection” of podcaster’s very personal delivery. Thus “the lowest ad-skipping rates of any media.”
Podcasting plusses
Just as music streams offer lots more variety than safe-list FMs, spoken-word podcasting is a topical cornucopia compared to talk radio’s largely political fare.
And panelists ticked-off other advantages podcasts offer advertisers:
- “Quicker and much less-expensive production than video.”
- “Lower CPM” ad rates, increasingly attractive as recession likely looms.
- “Really young, and diverse audiences coming into audio in a big way.”
- “The audiences you’re not getting on TV anymore.”
“Voice has always been how humans communicate”
Troberman describes the iHeart app Talkback feature, which listeners use to send messages stations play, a tool some of my client stations have built-into their apps.
And this interactivity isn’t just a media thing. Audacy’s Suchman mentioned how drivers now converse with Cadillac’s state-of-the-art dashboard: “The next phase of computing will be voice-driven.” Yet – accustomed as we have become to dealing with supermarket self-checkout and other robots almost everywhere – the “intimacy,” “authenticity,” and “diversity” panelists speak of suggest that, as iHeart’s Troberman reckons, “the future of voice is the future of two-way communication via audio.”
Help yourself!
I’ve been reporting from CES all this week for TALKERS…and for you. You can download five 60-second radio reports at HollandCooke.com.
Holland Cooke (HollandCooke.com) is the author of “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books; and “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins.” HC is a consultant working at the intersection of broadcasting and the Internet. Follow him on Twitter @HollandCooke
On December 29, 2022, the company revealed that Courtside Group, Inc. (dba PodcastOne) has filed an S-1 with the SEC for its planned spin-out and special dividend to LiveOne’s stockholders of record on January 16, 2023. The company says that PodcastOne is expected to record revenue of $25 million for the first nine months of fiscal 2023 ending December 31, 2022.
CMS is the platform where podcast episodes are uploaded, RSS feeds are created and distributed to listening platforms, and the listening data is analyzed and displayed in a dashboard for the creators/producers to see. This fully owned and operated enterprise CMS rivals other paid platforms such as Megaphone (Spotify-owned), Art19 (Amazon-owned) and SimpleCast (SiriusXM/Pandora-owned). The CMS’ day-to-day operation and maintenance is managed by a vendor we contract with and is constantly being updated to be a best-in-class system. LiveOne remains committed to spinning-out PodcastOne as a separate public company to be listed on a national exchange. In connection with such spin-out, LiveOne has moved the record date to Jan. 16, 2023 for PodcastOne’s special dividend to LiveOne’s stockholders of record. In addition, LiveOne intends to explore spinning-out SlackerOne as a separate public company during its 2024 fiscal year.”
The iHeartMedia station says that Lemmon hosted “The Garden Line” program on the station for more than 25 years. “In what he called the ‘most-listened-to garden show in the country,’ he was faithfully followed by serious landscapers as well as the weekend gardener as he shared his enthusiasm and advice about lawns, gardens and outdoor living. He was a go-to expert when climate issues became serious or dangerous to the public such as during hurricanes and deep freezes.” Prior to hosting his radio show, Lemmon served as a television and radio producer for the Texas Farm Bureau. He then spent nearly a decade at his alma mater – Texas A&M University – producing news and commentary for an agricultural network he created with the College of Agriculture. iHeartMedia Houston director of AM programming Bryan Erickson tells TALKERS, “Randy had an unbridled passion for being on the radio and for helping people with their gardening issues. We should all be so fortunate to do something in life that brings us such joy. He will be missed.”
50-year veteran radio broadcaster Brad Hildebrand, owner/operator of KSLQ-FM 104.5 – a St Louis area signal – tells TALKERS he has flipped the hot AC station to an all-podcast format (1/1) operating under the brand name “Podcastrr.” The format consists of an aggregation of already-existing podcasts with the special feature of giving listeners and clients the opportunity to produce, host, launch and promote their own paid podcasts on the platform. Licensed to Washington, MO, KSLQ’s 104.5 signal covers St. Charles County, Franklin County, Warren County, western St. Louis County and northwestern Jefferson County. It streams worldwide at 
iHeartMedia Washington, DC announces the launch of sports talk and sports betting station “1190 iHeartSports DC – The DMV’s Best Bet on Sports” broadcasting on WTSD-AM, W284CQ, and WWDC-HD2. The company says programming will consist of FOX Sports Radio weekdays from 6:00 am to 5:00 pm and VSiN, The Sports Betting Network content weekdays from 5:00 pm to 6:00 am and on weekends.
She will work closely with Josh Cohan, director of podcast programming, to develop ABC Audio’s content strategy and then implement that strategy with the production team, overseeing the process from greenlight to publish.” Mayer was most recently COO of the production company Three Uncanny Four Productions – a joint venture with Sony Music. She’s also served as executive producer of new show development at Stitcher.
didn’t issue a press release but the station’s website reveals the following changes: Bill Handel’s morning drive show is airing from 6:00 am to 9:00 am – following Jennifer Jones Lee’s “Wake Up Call” that airs from 5:00 am to 6:00 am; “Gary & Shannon” air from 9:00 am to 1:00 pm; the “John & Ken” program moves from its longtime afternoon drive slot to the 1:00 pm to 4:00 pm slot while evening host Tim Conway Jr. moves to the 4:00 pm to 7:00 pm daypart; and weekend talk host Mo’Kelly moves into the 7:00 pm to 10:00 pm slot. Premiere Networks’ “Coast to Coast AM” with George Noory is heard in the late-night slot.
Her tremendous experience and great knowledge of the market will help us grow even stronger.” Jessamyn McIntyre most recently served as executive communications and engagement manager for the Washington State Department of Health. Prior to that, she was executive producer for KCPQ-TV, Tacoma “FOX 13” and Bonneville’s KIRO-AM “710 ESPN Seattle.” She began her career at ESPN in Bristol, Connecticut. In this role, McIntyre will be responsible for supporting all aspects of the radio station’s on-air experience and strategic execution off-air. She says, “I am beyond thrilled to return to the work I’ve been so passionate about my entire career. I couldn’t be more grateful for this opportunity and for the many more to come with the Seattle institution that is KJR. More than anything, I am excited to connect with the passionate sports fans in Seattle once again. See you soon.”
Sheehan most recently served as engagement editor at Nexstar-owned BestReviews. Prior to that, she worked as a regional digital director at Townsquare Media in Albany. In this role, Sheehan will work closely with vice president of digital content Erika Beasley and vice president of digital marketing Jennifer Williams to help drive the company’s digital content strategy and continue to grow BMG’s audience. Beasley chief content officer Justin Chase states, “With Beasley’s continued focus on growing audience on our multi-platform content brands, it’s a sincere pleasure to welcome Ariana Sheehan. Ariana has a successful track record of helping publishers build, engage, and monetize digital audience. I know she will be a valuable member of our digital team!” Sheehan says, “I am thrilled to have the opportunity to join Beasley Media Group’s outstanding corporate digital team and to help some of America’s most beloved and influential radio personalities deliver their engaging content to new and existing audiences across all media platforms. I can’t wait to dive in with these iconic brands as they continue to grow their digital footprint in their home cities and beyond.”
Prior to that, she was general sales manager for Entercom Denver (now Audacy) and was previously GSM for Clear Channel Chicago (now iHeartMedia). Park brings over 25 years’ experience in radio and media sales to Cumulus Media. She currently serves the radio industry as a member of the RAB Sales Advisory Committee. Dave Milner, president/operations, Cumulus Media, tells TALKERS, “Darlene Park is a smart and proven leader in our industry. Her skills as a marketing professional, along with her focus on people and culture make her the perfect choice to lead our terrific Indianapolis cluster.”
The show helps financial advisors and investors with the five personal finance topics that matter most: Longevity, Retirement Security, Exponential Technologies, Blockchain & Digital Assets, and Health & Wellness.” Edelman is a New York Times bestselling author of 12 books on personal finance and won “book of the year” awards from the Institute for Financial Literacy and the Society of Business Writers. The podcast is available on-demand globally across all major podcast platforms, including Apple Podcasts, iHeartRadio, Google Podcasts, Spotify, Stitcher, YouTube and TheTAYF.com.
KIRO-FM, Seattle owner Bonneville International and the Monson family stated that Dori Monson had been dealing with health issues over the last few years. Bonneville says Monson hosted “the top-rated ‘Dori Monson Show’ airing 12:00 noon-3:00 pm on KIRO-FM. He was 61 years old and leaves behind a beloved wife and three adult children.” Monson attended the University of Washington and worked at KING-TV and KING Radio before joining KIRO in the early 1990s. Monson was a legendary talk radio presence in the Seattle market and will be sorely missed.
I’m also thankful for Premiere and our entire production team for their support – they’re simply the best and I couldn’t do it without them.” Premiere Networks president Julie Talbott comments, “Entering his 21st year as host of ‘Coast to Coast AM,’ George continues to engage millions of overnight listeners across the country with the passion and enthusiasm he had at the very beginning of our partnership. It takes a special talent to not only maintain an audience, but also grow it over the course of two decades. We couldn’t be happier to celebrate this milestone with George as we continue to deliver the best overnight talk radio program while providing unparalleled results for our partners.”
Basch has been with the station since joining in 2006 as a reporter, and Aaron started his career with WTOP in 2007. Basch comments, “After years of working as part of WTOP’s wonderful night crew, I am so lucky to get the opportunity to help Washingtonians wake up and get informed every weekday morning. The fact that I’m teaming up with John – a really nice guy whose work I’ve always admired – makes it even more exciting!” Aaron adds, “It’s truly surreal to now be anchoring weekday mornings for the station I grew up listening to. I look forward to spending more mornings with our listeners, bringing them the important news of the day and having some fun along the way.” WTOP director of news and programming Julia Ziegler states, “Michelle and John bring years of experience and incredible news judgment to mornings. They are both so excited to bring their passion for news to morning drive. Our listeners are in good hands with John and Michelle.”