Tag: Consumer Electronics Show

Industry Views

How Hot Is Podcasting?

By TALKERS | by TALKERS

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

Front Page News Industry News

Thursday, January 6, 2022

By Editor | by Editor

FCC Releases 2021 Year-End Station Totals: AM Declines by 42 Stations. At the end of December, the FCC issued its annual station totals report and the number of commercial AM radio stations in the U.S. declined by 42. Interestingly, the country also lost 23 commercial FM signals but gained nine educational FMs. However, the number of FM translators and boosters rose by 446 while Low Power FMs declined by 67. The FCC notes that the number of AM signals in the United States was at its peak in the 1990s at around 5,000. As for FM translators and boosters, there were about 6,100 such signals 10 years ago and that number is now 8,866. The category of FM educational will continue to grow soon and the FCC recently opened a window for new non-commercial educational FM construction permits and received almost 1,300 applications.

KWAM, Memphis Names Kevin Davis General Manager. Radio programming and management pro Kevin Davis returns to the Memphis market as the new general manager of Starnes Media Group’s news/talk KWAM-AM “The Mighty 990.” Davis was most recently serving as afternoon host and production director at Radio Training Network’s Christian contemporary WAFJ-FM, Augusta, Georgia. Starnes Media Group says, “Kevin brings more than 36 years of broadcast experience to KWAM. His experience includes a wide variety of radio formats – AC, CHR, Christian, classic rock, classic hits, country and news/talk radio. This isn’t the first time for Kevin in Memphis. For four-and-a-half years, Kevin was at crosstown classic hits WOWW, Memphis “Guess FM” and country WEBL “95.3 The Rebel” as operations manager/program director until departing for WAFJ, Augusta in April 2020. Kevin is eager to serve the community, grow the brand and expand KWAM’s footprint in the Mid-South region.”

CES 2022: Gadgets, Still! “They REALLY don’t want us calling this ‘The Consumer Electronics Show.’” Holland Cooke explains that “harkens back to VCRs and other things-in-boxes, as so much of the now technology on display here is software that enables experiences.” But HC reports that “acres and acres of inventions do transform Las Vegas into nerd heaven this week.” Read more here.

Former KABC, Los Angeles Host Bill Pearl Dies at 71. Former KABC, Los Angeles broadcaster, attorney, and Long Beach investigative website host Bill Pearl died on January 4 at age 71 due to complications from cancer. Consultant Valerie Geller tipped TALKERS magazine to Pearl’s passing. She says most Southern California listeners remember hearing him on KABC with co-host Bill Press on their popular point/counterpoint-style show. Pearl leaves behind his wife – former KOA, Denver and KFWB, Los Angeles radio reporter Sharon Katchen Pearl and children David, Max, and Chaya Pearl. Pictured here during the mid-1990s are (from l-r): Geller, Sharon Katchen Pearl, and Bill Pearl.

iHeartMedia Station Groups Announce Community Partners for 2022. The station groups in Indianapolis, Louisville and Lexington, Kentucky announce they have arranged community partnerships with eight local non-profit organizations in each of those regions that address needs there. iHeartMedia says each non-profit community partner will be promoted during a three-month marketing campaign based on their specific needs, including seeking volunteers, raising awareness and promoting events. The Local Advisory Boards in each market, comprised of numerous community leaders, selected the recipients through an extensive application process. The community partners vary in each market. In Indianapolis, the partners include: AccessAbility, Cancer Support, and Kids’ Voice of Indiana. In Louisville, the partners include: CASA of The River Region, Center for Women & Families, and Family & Children’s Place. In Lexington, the partners include: Alpha Beta Lambda Chapter of Lexington, Court Appointed Special Advocates of Lexington, and Central Music Academy.

TALKERS News Notes. Production pro MJ Bloch is named East Coast director of commercial production for Benztown and its client Yamanair Creative. Bloch joins Benztown from iHeartMedia, where she was creative services director for the New Orleans and Baton Rouge clusters for the past nine years. She also previously served in iHeartMedia’s national production department…..Higher Ground, President Barack Obama and Michelle Obama’s media company, and Spotify announce the new podcast, “The Big Hit Show,” a series of audio documentaries hosted by Alex Pappademas that focus on the pieces of popular culture that have defined and changed our culture. Pappademas says, “The shows and films and albums we explore have all been chosen not just because they’re massive pieces of popular culture. We’ve picked them because each has had a profound butterfly effect on our culture. Whether we’re tracing how an author’s vivid dream about a sparkly vampire led to an entirely new fan culture or how a megastar reckoning with success, expectation and survivor’s guilt crafted a masterpiece that became the soundtrack to the biggest protest movement in a generation, listeners will know from chapter to chapter they’re getting a high stakes narrative that explains how our culture has been influenced and shaped by these creations.”

January 6 Capitol Attack Anniversary, COVID-19, Midterm Elections, Border Crisis-Human Trafficking, and NYC DA’s Jail Policy Among Top News/Talk Stories Yesterday (1/5). The anniversary of the January 6, 2021 attack on the Capitol building and the House Select Committee’s investigation; the soaring rate of COVID-19 cases in the U.S. and abroad and the battles over school attendance and mandates; the November midterm elections and speculation about the Democrats’ ability to keep control of Congress; the migrant crisis at the U.S.-Mexico border and criticism of President Joe Biden’s border policy as the administration marks National Human Trafficking Prevention Month; and New York City DA Alvin Bragg announces plan to reduce incarceration for certain violent crimes were some of the most-talked-about stories on news/talk radio yesterday, according to ongoing research from TALKERS magazine.