I dont think theres a creator on the planet who is interested in literally decimating their audience size, even for the sake of a big check. We need certain things to calm down and other things to end. It used to be tried and true, my go-to tool, and now it isnt., Audio all-up is a third of all the media we consume.. Film series [ edit] This changed everything for podcasting. The marketing team is like, What are you doing?, Yeah. Go make good decisions and follow Decoder on TikTok. See omnystudio.com/listener for privacy information. You were always worried, like, Oh, man. But Im always at the beck and call of the platforms I distribute on to a crazy, existential extent. This one was definitely very real. We have a whole newsletter for podcasters. I think most podcasters are bad at marketing. I really just keep going back to this notion that its perfect the way it is. Fly on the Wall with Dana Carvey and David Spade, Inside Conan: An Important Hollywood Podcast, Charlie Day, Glenn Howerton, Rob McElhenney. Perhaps its because there is nothing broken in the distribution and monetization model today. Most of them are like, Facebook wont give us the time of day. Be a startup, or is it something that you did? Carolina Barlow: Co-Host, Writer, and Producer. Is that something you think about as targeting? Do I think were mature enough to have all of the things that a big, respectable, grown-up-table business should have? I dont know that it needs innovation. This was a year ago, and so now hes like, Whatever, dude. You take the point. Yes, of course we are. Hi, Ron Burgundy fans! A very special episode discussing the difficulties of bullying with a 10 year old girl. Credits:Ron Burgundy: Host, Writer, Executive Producer, This episode was Engineered, Mixed and Edited by: Nick Stumpf. If you have that framework when you walk into every meeting every creator meeting, every partner meeting, every competitor meeting it changes your whole outlook. Conal and iHeart Digital earned that success by doing some unconventional things. We all get it by now, painfully. It was a smart move on their part to buy a company like HowStuffWorks.com. Yeah. It makes sense to me. I know Im sort of recapping the obvious, but this was an inflection point in our whole industry, that you suddenly had big brands and sometimes big holdcos swooping in and wanting to invest in podcasting. Ill end on this. Sometimes these restructures are a little bit fake. It was a packed house and a great time. Co-produced by Funny Or Die, the 12-episode "The Ron Burgundy . In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things . On this distribution I make this. There has never been a moment in the company that we were sidelined or deprioritized. Thats our conference for the podcast industry. "This year, variegated and dark-foliage plants will have a moment as plant parents move towards that foliage combination," predicts Lindsay Pangborn, a plant expert with Bloomscape . We also have an original content series we make with IBM called Smart Talks with IBM. Ron DeSantis with the nickname "DeSanctimonious" ahead of a likely battle for the 2024 Republican presidential nomination. Like you said, yes, targeting is getting harder for digital social media platforms. Were starting to use words like cohorts instead of one-to-one targeting. Its confusing and its less effective. Or, the negative reason, theyre covering up bad work. In fact, it was always there, but now it has exploded. Its why we widely distribute. I think theres a creative freedom to it that allures a lot of people, but it doesnt have the mass reach of broadcast radio yet. If its a jump ball, Id love them to use the iHeartRadio app. Which one of your children is the business affairs group? On the other side of the business, you own the distribution. She said, On the podcast, its much looser. See omnystudio.com/listener for privacy information. I have a card here that says NFTs on it. This is a split, right? The Ron Burgundy Podcast Big Money Players and iHeartPodcasts Comedy Society & Culture Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Be wide open to new industries and new things inside that industry. When I told him this, I was like, You know, like the blockchain!. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack O'Brien, Miles Gray . Yeah, we did a great Decoder episode with Chris Dixon, the lead partner for that stuff at Andreessen Horowitz. Ill go from the more obvious down to the less obvious. If I was to reframe what you just said more rudely, you could say that you have a division full of older distribution and you have a division full of newer distribution. This may be debatable, and may feel like an affront to a lot of folks in the room who live and breathe podcasting as an original medium. But I have learned firsthand and talked a lot about the extent to which broadcast radio talent has honed this craft of conversation over the last hundred years and certainly the last few decades, and the extent to which that has driven our medium, just sheer talent hitting the medium, but also with an awareness of the medium. Ron has his good friend Lonnie Jenkins, famed jingle writer, on the pod to get a littletipsy, and sing some songs. There was no digital media when I went to college, let alone podcasting. So I said, All I can tell you is just have your aperture be wide open, man. Ron and Carolina talk with Game of Thrones Peter Dinklage about his favorite poems. About. Thats driven most of our growth in podcasting over the last two, three, four years at the company. All I say to them is, This is no longer an experimental bucket of marketing. A favorite episode from Season 1, now with a translator track telling us what was actually being said in Spanish. Youre the CEO of iHeart Digital, which is a big company with a long history. For sure, we deserve and need it. Huge exclusives, Spotify got whatever out of it, we dont know how Joe Rogan feels about it. A third of all the media we consume is just audio. Have you had conversations with Spotify about making stuff exclusive? How do you tend to the things in the library that arent the celebrity shows? Theyre not in charge, right? His last remarks drew laughter and claps from co-workers. Its another 60 percent this is the only reason I remember these numbers or more specifically, like 57 percent, of marketers currently spending in podcasting are going to be spending more next year, not less. Its a massive amount of the stuff we take in and that we call the media. I ask it of everybody. I have nothing else to say. Thats the only difference so far. I know exactly where to find that demographic, that psychographic, or that particular male 18- to 34-year-old who wants to buy a truck in the West Coast. But theyve just created this gap between where users are, where ears are, literally, and where their investment is. Thats right. All of us do this, including myself. It makes sense to me why a platform like YouTube, which is a wonderful platform in many ways, would smartly say, This is some of the best content in the world, wed like to distribute that. But its a different business model, and you just have to be aware of it. Paid marketing is still helpful, but like 95 percent of that is Facebook marketing for a specific show if it wants to hit a very specific demographic. I talk to a lot of digital media CEOs and digital media types. So now its digitally infused, data-infused listening that they can target digitally. I think weve said this publicly. The money you might get from overserving the Spotify audience or doing marketing on Spotify to get downloads does not necessarily result in the same return. This has made podcasting different. Its because of the venture capital money. Charts. Well, we have over $100 million a year in broadcast radio marketing. I just get a little bit defensive or protective about the other 3,000 shows. Movies. One thousand or so of the sellers that I mentioned sit in the multi-platform group, and they certainly sell all the assets we have. I know. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things about people we never knew we wanted to know. It can be a true crime limited series of eight to 10 episodes that are 30 minutes long, or it can be a stuff to blow your mind episode with just two guys talking for three hours. That definitely helps, so we jumped in. Thumbs up or thumbs down, library. That was my next question there. Aside from "True Romance", Carolina also co-hosts "The Ron Burgundy Podcast," with the on-screen Ron Burgundy himself, Will Ferrell. Ron Burgundy Accidentally Started 'The Ron Burgundy Podcast' 394,213 views Aug 9, 2019 4.5K Dislike The Late Show with Stephen Colbert 8.84M subscribers Podcasting legend Ron Burgundy. Copyright 2023 Apple Inc. All rights reserved. Where it tripped up is with these exclusive distribution models that made sense for streaming services, like Netflix, Hulu, and maybe Prime, because they were solving problems. Burgundy, who has a fountain of knowledge that spans literally every topic imaginable, has signed on for two 12-episode seasons, with the first episode of "The Ron Burgundy Podcast" making its debut on February 7 with subsequent episodes to post each Thursday. Its not that theyre bad people. The reason I ask that question all the time is because Im always curious. If I want to hear a perpetually adolescent man scream PEE PEE through my speakers there's a ton of YouTube channels I can subscribe to. The Ron Burgundy Podcast | Podcast on Spotify Home Search Your Library Create Playlist Privacy Center Cookies Preview of Spotify Sign up to get unlimited songs and podcasts with occasional ads. They want to do a really good job. I dont have this concern in the same way I had it when I was writing text-based articles for HowStuffWorks.com 20 years ago or when I was focused on social and digital video at Discovery Communications. Thats an insanely large but insanely accurate number. One hundred and twenty million a month? I know you do. The Ron Burgundy Podcast 5M ago Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Broadcast radio is a highly formatted media type. Join Americas favorite Anchorman, continuing to delight audiences with the comical musings of Ron Burgundy and leave them wanting more! Ron explained: We have a few minutes left. iHeartMedia is the first to go live with Sounder's AI and Machine Learning (ML) technology, giving brands . I think we moved off it too fast and I think its a robust business we should still focus on. Youre still getting the full ad load. Usually, yeah. There have been moments in the last five to ten years where Facebook has shown real interest in audio, and then theyve backed off the two or three times that has happened, so Im not sure. I think Im being conservative with how much of their time is spent on, How do I deploy billions of impressions of house ads a month?. Its called Hot Pod, written by our very own Ariel Shapiro. It has been a pitfall of digital media from day one. In fact, well distribute it on broadcast radio, and so we did. ChatGPT will eat us all. It hasnt yet hit this moment of reverse-engineering from the platforms its on. Do you care? #moviepodcast #podcast #anchorman #ronburgundy #paulrudd #willferrel Who are we? Were all watching metrics daily inflation rates, interest rates, unemployment rates, the Ukrainian war. Its what we do. And everything in between. The Ron Burgundy Podcast was distributed as a show on late Sunday night on broadcast radio too. This has made direct response brands lives a little harder, because now theres a lot of competition for their best-kept secret in marketing for like five or 10 years. The Ron Burgundy Podcast returns to continue to delight audiences with the comical musings of Ron Burgundy - and leave them wanting more! We take this for granted as creators, as publishers, and as networks. The fifth season brings canned laughter and an audience . Theyre just trying to grow their audience while youre selling the ads. First of all, search engine optimization, period, is a version of what youre talking about. It is a centralized medium when it comes to RSS feeds. We pulled in their seven or eight podcasts with the promise that we would market and monetize them better. Fast, cheap, and good. Was Great. Are they yours if theyre subscribed in Spotify? We realized that maybe our greatest asset was the people who worked there. That's it. I do. Weve actually noticed in the last two or three months that its a very timely question for us at our businesses, because I feel like weve moved off the direct response business too fast. The newest mass-reach media just happened, and it is called podcasting. You brought up your numbers, so I have to ask you about them. They had seven or eight podcasts that they were making. Youve had a lot of different kinds of careers; youve had to make structure decisions, you have to make video decisions. All of the distribution points that we distribute to today through RSS feeds are equal to us in terms of the money we make, because thats just how RSS feeds work. Jun Group is a vendor that drives marketing for podcast companies that is targeting mostly gamers, whether those are gamers playing Subway Surfer or people who overindex for the metaverse. Its good content. Weve talked with Ashley a lot about this. Everyone else in this room is like, We have to make TikToks because that is the future of all podcast marketing. Sorry, Im making TikToks. Is radio the upsell on podcasting for you? I wonder how much Im spending on audio marketing? That number is usually nine or 10 percent of their overall investment. Is that still who youre pitching to, or are your publicists saying, All right, GM, Will Ferrell is going to read about electrification today? We have this mantra at the company that Any seller can sell anything any day of the week wherever they live and work, and that has rung pretty true. Its not mutually exclusive, first of all. Its also how we got here. You always do if youre running a startup. Ron hires a new co-host. Its clearly not as regulated as radio. Who wants to be able to try stuff a lot, make a few mistakes, get it righter and righter, and then hit something big or two or three things. People were shouting questions at me as I walked through the halls. Lightning round. He was like, I believe in this medium. They could have published them on YouTube. The third thing they let us do was have a sales team. They do it like an hour a day. Morbid is a true crime, creepy history and all things spooky podcast hosted by an autopsy technician and a hairstylist. If you dont do this, you will never have the reach you need in digital audio.
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