Keeping Up with The Jones'

Podcasting has grown up!  The industry marque of those with a podcast reads like a who’s who in audio media—Adam Carolla, Dan Patrick, Kathie Lee, Carson Daly, Dave Ramsey, Jim Rome, Danny Bonaduce, Clark Howard, Dr. Drew, and many others.  The  iTunes’ Top 100 Chart features numerous podcasts that have become household names while enjoying millions of downloads—Serial, This American Life, Freakonomics, Invisibilia, and many others.

Gone are the days, or very well they should be, when podcast production involved little more than plugging a microphone into a computer’s USB port and a host with the need for a hobby.  A well-produced podcast can attract large audiences and the list of advertisers seeking to expose their products to this engaged audience continues to grow.  Advertising rates are averaging $25 per one-thousand downloads and for hosts with a growing audience base, those revenue numbers can quickly add up to real money.  We jokingly advise our clients that if they are just looking for a hobby to switch to gardening.  It’s a relaxing way to spend your free time.  However, if you are seeking to generate your share of the growing sponsor dollars being spent with podcasters, it may be time for a critical self-evaluation to ensure your program is keeping pace with industry leaders and the higher bar being set today. 

We studied a wide variety of today’s successful podcast. Without exception, the successful ones, those enjoying large audiences and robust advertising revenues had a few things in common. For this blog, we'd like to focus on two of those commonalities. Each of the podcasts we examined are entertaining or informative in a unique way, well produced, and the combination of the two elements foster an appeal creating an environment where the podcast is able to go viral.  Elementary school math aside, in this case, one plus one overwhelmingly equals three. 

Let’s undertake a self-evaluation and compare how your podcast measures against the higher standards that have led to greater expectations from the listening audience.

Star Power. By this we don’t mean a podcast host must have a nationally recognized name in order to be successful.  Rather, does your content and on-air style have star power? It helps if the subject of your podcast is one-of-a-kind, but given today’s crowded field, that could be challenging. Develop a unique approach to the subjects you cover. If your podcast is informative in nature, go beyond the typical host and guest interview format. If story telling is your passion, use sound drops and effects to help your listener create a visual experience. Rob Cesternino, host of "Rob Has A Podcast", masterfully combines a unique topic with high appeal (reality television) with an infectious personality to produce one of the industry's most popular podcasts. So much so, that Rob won two awards this year at the 2015 New Media Expo-- Peoples Choice and Best Entertainment Podcast. Listeners of "Serial" were no doubt drawn in by the podcast's use of sound, interviews, and music. Those tools helped to tell what was already an interesting story. 

Production Value. Today's audio-on-demand listener is more sophisticated than those generated by the niche oriented podcasts of just a few years ago. "Serial" is a wonderful proof of the concept, if you build it, they will come. Each episode begins with the announcement "previously on Serial" followed by excerpts from past programs. The show's music theme instantly becomes memorable after just a few listens. The use production elements throughout the program helps to maintain a momentum that compels its audience to come back for more, episode after episode.

To compete with established winning podcasts in these areas, our clients are encouraged to use the following check list when starting or upgrading their podcasts.

Content and Style  

Is my topic unique or is it commonly available?

How will my on-air persona best compliment this subject or help to tell a story?

Does every quest pass the "who cares" test?

What audio elements can help to keep my listeners engaged?

Will the subject matter and approach motivate a listener to share my podcast with others?

Showbiz Appeal

Does my show open immediately grab the listener?

What type of music intro and voice-over announcer will be used in the show open?

Is it appropriate to use bumper music coming in and out of commercial breaks?

Will soundbites and audio effects help tell my story or keep the podcast moving?

Is the technical quality, and that of my guests, comparable with higher-bar industry standards?

Does my show close compel the listener to come back for future episodes?

These are exciting times for producers of audio-on-demand content. Just as high quality original programming has changed the way viewers consume television, podcasting is now enjoying a new level of attention. Today's industry leaders are successfully combining compelling content, on-air charisma, and a touch of showbiz production resulting in high value podcasts that easily make the grade for becoming viral. Whether you are launching a new podcast or upgrading an existing one, these are industry best practices we can all learn from.


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About RadioLinx. RadioLinx Broadcast Marketing was founded in 1997 and specializes in syndication representation. RadioLinx Podcast Consulting assists terrestrial radio hosts and podcasters with the development of their digital distribution strategy and provides actionable consultation on how to grow a digital audience while enhancing the advertiser appeal of client podcasts. Contact RadioLinx at 480-993-3150, info@radio-linx.com,
 http://www.radio-linx.com/podcast-consultation.html.  

  

Radio and Podcasting - The Chase To Be Heard

If you have been waiting to make your syndicated radio show available in podcast form, industry news of the past few months should remove any doubt.

Edison Research- Americans listen to 21 million hours of podcasts every day.

Podtrac- Podcast unit ad rates average $25 per 1,000 downloads.

comScore- The ratings and research firm says a majority (52%) of digital time is now spent with mobile devices, not desktop.

Podcast One- Broadcast industry veteran Norm Pattiz launches podcast division.

CBS Radio- Launches new podcast network, "Play.It".

Radio veterans with a strong podcast platform- Adam Carolla, Laura Ingraham, Alex Jones, Charles Osgood, Dennis Miller, Art Bell, Alec Baldwin, Clark Howard, Dr. Drew,  Phil Hendrie, and many more.

Celebrity Networth- Adam Carolla Show reportedly achieves 250,000 downloads per episode and generates $14,500 in ad revenue per episode.

Serial- The most popular podcast in the world, fastest to reach 5 million downloads or streams in iTunes history, show averages 2.2 million listeners per episode.

If you are behind on the digital curve, catching up should be easy. In most cases, converting your terrestrial syndicated radio show to podcast form will require a few simple audio edits. Your show formatics and content have already been produced. As such, you are more than 75% of the way there.  Unless the advertisers of your terrestrial radio program are paying a premium to have their commercials aired within the podcast version of your show, replace them with unique podcast specific advertisers. This is an opportunity to double the commercial inventory you sell across both terrestrial and digital platforms. Create an eye catching podcast page logo tile and start promoting through social media, your show website, and on-air. Podcasting is on its way to becoming a mature media earning its place along side other media types that have experienced similar evolution. One only needs to take a look at consumer consumption of television to see where we may be headed. What percentage of your television consumption is with a DVR or on-demand services such as Netflix or Hulu?

The chase to be heard is on!  


RadioLinx Broadcast Marketing
info@radio-linx.com
480-993-3150
                                                                  _____________________________________________________________________________________________

About RadioLinx. RadioLinx Broadcast Marketing was founded in 1997 and specializes in independent radio syndication representation. With more than 25 years of industry experience on the broadcast and syndication sides of the industry, RadioLinx has successfully helped newly launched programs and veteran shows alike to establish and grow their station affiliate rosters. Over the years, RadioLinx has helped new start-up programs gain early acceptance in markets such as Seattle, Monterey, Portland, Tulsa, Albuquerque, and others. Conversely, RadioLinx has placed mature programming brands with key radio stations in Los Angeles, Phoenix, Sacramento, San Francisco, and more. RadioLinx's roster of services includes host consultation for podcasters seeking to grow the audience and revenue segments of their digital brand. In early 2014, RadioLinx introduced Iglu Radio, an audio on-demand app created for local terrestrial radio show hosts, podcasters, and Internet radio programs. Iglu Radio features a wide variety of audio content covering the environment, self-help, entertainment, business, arts, and more. To date, RadioLinx Broadcast Marketing has secured hundreds of station affiliates for its syndication clients in all regions of the United States. The Iglu Radio app has been downloaded in more than 25 nations and continues to grow in size and distribution.

Flanking Syndication. Side-Step The Box and Compete With The Big-Box!

Growing your local radio show or podcast through terrestrial radio syndication to reach a wider audience can be a personal and professional satisfying endeavor. Once you have decided to embark upon that journey, let's unfold the road map (literally) and decide which radio markets to approach first.

Sure, many syndicated radio shows want to be heard in Los Angeles, New York, Dallas, and Chicago. Yet, very few start in these markets and we believe there are plenty of opportunities for a syndicated host to be successful within 500 miles of their home radio flagship without ever having to extend beyond. Understand the criteria radio managers use when selecting syndicated radio programming and you will grasp how your radio show could hold more value to these programmers than those being offered by the big-box networks.

There are three reasons a radio station will choose to pick up a syndicated show.

• Content that is difficult to replicate.  Does your show offer something an affiliate radio station could not easily produce on their own?  That could be a particular expertise or area of knowledge you possess.
• Celebrity or VIP host. More nationally known figures from outside of radio’s traditional boundaries are making their way onto the syndication landscape.  Examples include Dennis Miller, John Walsh, Dr. Sanjay Gupta, Mike Huckabee, Reverend Jesse Jackson, Geraldo Rivera and others. That is not to mention the current crop of syndicated personalities that have parlayed their radio careers into national stardom—Ryan Seacrest, Dave Ramsey, Rush Limbaugh, and more.
• Ratings track record.  Stations seek assurances that a syndicated radio show will perform well on their radio station.  Programs that have demonstrated an ability to generate ratings in other markets are likely to produced comparable results elsewhere.

Typically a newly launched radio program is able to claim the unique content box, but checking off the ones pertaining to celebrity and ratings are yet to be achieved. So, how does a local show host or podcaster compete in this environment while establishing their program as a credible alternative to the status quo?  By adopting an approach that we refer to as Flanking Syndication. Side-step the box and compete with the big-box!

In business, Flanking Marketing is an indirect marketing strategy aimed at capturing market segments that are not being well-served by one's competitors. Flanking Syndication is the development of radio programming which offers difficult to replicate content customized for a regional radio audience. For example, a regionally syndicated business talk program can flank a more established national show by tailoring its on-air conversation to the regional business environment. Mention regionally based industries, companies, and business leaders. A regional home improvement radio show is well equipped to flank a national version in the same way. That regional show has an opportunity to discuss regional building trends, appropriate materials for area weather, regional growing seasons, and more. A regionally relevant positioning statement and localized on-air references completes the package and establishes your show as a credible alternative to nationalized programming.

As you build your regional radio network, another nice thing happens. Your show becomes a perfect sponsor vehicle for regional advertisers with a similar marketing footprint. Flanking Syndication now puts your show in a position to effectively attract these advertisers who are seeking a cost efficient targeted advertising vehicle.

Given the industry's economic environment, radio stations will continue to rely heavily on syndication for quality programming.  The inherent challenge within that reliance is to balance programming costs while filling a station's on-air roster with quality locally relevant programming. Flanking Syndication provides that relevance while offering a radio station the economic benefit of syndication. Successfully implemented, Flanking Syndication offers a host the opportunity to become a regional expert in their field yielding professional notoriety, career satisfaction, and a strong personal income.

RadioLinx Broadcast Marketing
info@radio-linx.com
480-993-3150
                                                                  ________________________________________________

About RadioLinx. RadioLinx Broadcast Marketing was founded in 1997 and specializes in independent radio syndication representation. With more than 25 years of industry experience on the broadcast and syndication sides of the industry, RadioLinx has successfully helped newly launched programs and veteran shows alike to establish and grow their station affiliate rosters. Over the years, RadioLinx has helped new start-up programs gain early acceptance in markets such as Seattle, Monterey, Portland, Tulsa, Albuquerque, and others. Conversely, RadioLinx has placed mature programming brands with key radio stations in Los Angeles, Phoenix, Sacramento, San Francisco, and more. In early 2014, RadioLinx introduced Iglu Radio, an audio on-demand app created for local terrestrial radio show hosts, podcasters, and Internet radio programs. Iglu Radio features a wide variety of audio content covering the environment, self-help, entertainment, business, arts, and more. To date, RadioLinx Broadcast Marketing has secured hundreds of station affiliates for its syndication clients in all regions of the United States. The Iglu Radio app has been downloaded in more than 25 nations and continues to grow in size and distribution.