RESEARCH TRIANGLE PARK, NC, June 26, 2019 – Podcast Movement, the annual gathering of the podcast industry, has announced the sessions for this year’s Industry Track, presented by media research firm Coleman Insights.
This year’s track will feature sessions that focus on helping podcasts improve in the areas of branding and content. The opening session, “Outside Thinking for Podcasts,” is set to kick off the track at 9am on Wednesday, August 14th, hosted by Warren Kurtzman and John Boyne from Coleman Insights. The session will combine surprising headlines from a recent Coleman Insights podcast study and introduce attendees to a breakthrough strategy called “Outside Thinking”. This strategy will allow podcasters to better understand what behavioral factors influence the decision to consume their shows.
Other sessions include a look at remote audio data with Stacey Goers from NPR, guidance on selling in a platform world with John Fitzgerald of ESPN, a “Celebrities in Podcasting” panel hosted by Perry Michael Simon from All Access and a “State of Podcasting” overview from Podcast Hall of Famer Elsie Escobar.
Coleman Insights President Warren Kurtzman says, “We’re looking forward to hosting the Industry Track again this year and delivering content that can help attendees make their podcasts more successful.”
Podcast Movement is set for August 13-16, 2019 at the Rosen Shingle Creek in Orlando. Registration is now open.
About Coleman Insights
Coleman Insights, headquartered in Research Triangle Park, NC, with offices in Philadelphia and Hamburg, Germany, is a firm that has helped media properties build strong brands and develop great content since 1978. Its clients include hundreds of media properties in North America, South America, Europe and Asia, including those owned by iHeartMedia, Entercom Communications Corporation, Bonneville International Corporation, Hubbard Radio, Educational Media Foundation, Stingray Radio, Emmis Communications, SummitMedia, Salem Communications, Connoisseur Media, Corporación Radial del Perú, Service Broadcasting Corporation, CRISTA Media, and Townsquare Media. Additional information about Coleman Insights is available at www.ColemanInsights.com.
RESEARCH TRIANGLE PARK, NC, August 28, 2018 – Coleman Insights will offer a webinar for the broadcast and podcast industry detailing the results of an actual mediaEKG® Deep Dive study on two popular iHeartRadio podcasts. The insights will cover “The Ben and Ashley I Almost Famous Podcast,” featuring former stars of ABC’s “The Bachelor” franchise, and “Business Unusual with Barbara Corcoran,” hosted by the real estate mogul, bestselling author and “Shark Tank” star.
By the end of the session, attendees will grasp the “Three Ts of Content Execution” and how each can play a role in content development. You’ll gain an understanding of how audiences feel about the content and why they feel that way. This session is designed to help podcasters and broadcasters create better, more focused content that produces more engagement and increases listening.
Coleman Insights Executive Vice President John Boyne says, “We’re thrilled to offer this presentation to those who didn’t get the chance to see it at Podcast Movement. Podcasters and broadcasters should find the insights useful for understanding in-the-moment podcast listener behavior for two shows with very different content.”
iHeartRadio SVP/Podcasting Chris Peterson said of the original presentation, “Let’s learn what listeners really think rather than a download, which tells you nothing.”
Boyne and fellow Executive Vice President Sam Milkman will present “The Three Ts of Content Execution: A Second-By-Second Look at Podcast Listening Behavior” Wednesday, September 5 from 2p-2:45 PM EDT via webinar.
My colleagues John Boyne, Sam Milkman and Jay Nachlis and I just returned from Philadelphia, where we had the opportunity to deliver a presentation on content testing and sponsor the Industry track at Podcast Movement. To say we are invigorated from our Podcast Movement experience is an understatement; the conference was huge—over 2,200 attendees—and the presence of youth, energy and diversity was striking.
Even more important than the size and make-up of the crowd, however, is the sense we have that podcasting is (finally!) nearing a tipping point. As our friendly competitors at Edison Research have meticulously documented, the podcasting audience continues to grow, yet only 17% of Americans listen to a podcast each week. What is striking about that is the rate of growth for podcasting has been dramatically slower than the rates of adoption we have seen in recent years for a wide array of new technologies and platforms, including mobile phones, streaming, social media and smart speakers.
Podcasting has been on the radars of people in the audio business and media savvy consumers for more than a decade, yet some still question whether it is a real business and whether it will achieve widespread consumer adoption. The size of Podcast Movement and the highly visible presence of radio-centric companies like iHeartMedia, Cumulus, Hubbard and Beasley at the conference, however, suggests that such questions are becoming the exception rather than the norm.
What will it take for podcasting to pass the tipping point we anticipate? We believe it boils down to three key points:
When syndicated iHeartRadio Country morning personality and new VP, Creative Director of iHeartCountry Bobby Bones spoke as part of the “Broadcasters Meet Podcasters” track at Podcast Movement, he explained why listeners choose his show. “I built a brand and the brand is why the listeners come.”
iHeartRadio’s Bobby Bones
He spoke about branding far more than he spoke about content, which left a clear message for podcasters. Your brand is why they come to your show. The content is why they stay.
It’s our experience that media brands that invest in clearly defining their brands build bigger audiences and are built for long-lasting success. Is your radio station the hit music station? Are you the go-to website for sports? Do consumers turn to you first for coverage of politics?
This is how the most successful podcasts will win. Consumers need to be able to easily identify show themes like “The True Crime podcast” or “The Cooking podcast” or “The podcast that talks about the 80s,” for example.
Of course, there are plenty of podcasts that cover those topics. If content quality is equal, the one with the best brand will win.
Invest In Content:
Speaking of content, podcasts will need to follow the lead of other media in taking a disciplined approach towards content execution. At the very least, podcasters need to make investments in research to learn more about what listeners want from podcasts and the specifics of what works and what doesn’t work with the content they offer.
Some podcasts are highly disciplined in their topic choices and execution. Others are handled in a much looser format.
(L-R) John Boyne, Sam Milkman and iHeartMedia SVP/Podcasting Chris Peterson at “The Podcast Content Deep Dive” at Podcast Movement
While we’ll go deeper into our discoveries in next week’s blog and in an upcoming webinar, there are lessons that apply to all audio content, whether delivered via podcast or broadcast.
Reduce Consumer Friction:
Is the process of finding, accessing and listening to podcasts is too complex for the average consumer?
Does the average consumer really know how to download a podcast or where to do it?
Do people even know what to call the purple podcast button on iPhones? Meanwhile, there are multiple apps to choose from on Google Play including RadioPublic, Stitcher and Google Podcasts (which just launched a new app in June). Other podcast sources include iHeartRadio and Spotify.
Would the industry be better off with a strongly-branded, user-friendly platform exclusively devoted to podcasting? Our sense is that the answer to this question is absolutely “yes.” The industry needs the YouTube of the podcast industry. Then, consumers need to know about it and understand how to use it.
One thing is for sure. We’re excited about the future of podcasting and look forward to helping this still-fledgling industry vault past the tipping point. To get there, podcasting needs to become easier for the average consumer to use, while at the same time focusing on building strong brands and developing great content.
BRANDING, CONTENT & RESEARCH STRATEGY
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