Category: WhatTheLauf Weekly

10 Trends That Make The Podcast Medium Great Again

Posted on by Kurt Laufer

Wow, we’re already half-way through 2017 and it has already been a ‘HUGEEE’ year for on-demand audio as publishers continue to fight for your loyalty & listenership. We’re likely to see more industry consolidation too, which ultimately should make your choice of discovery easier.

The team at TopPodcast.com wanted to take a moment and review, from the perspective of a digital marketer, what we believe are the Top 10 Podcast Trends that are helping make podcasting great again (excuse the non-partisan pun).  Here goes nothing:

1.  Mobile is King, making listening at your fingertips

It’s undeniable the impact the smartphone has had and continues to have on the podcast medium. This certainly has made podcasting readily available to the masses.  Mobile accessibility has exponentially enhanced the trajectory of the industry, with Podcast consumption on smartphones reaching over 80%. This means listening is literally at everyone’s fingertips, where just a few years ago podcast discovery was way more cumbersome.

 

2. Consolidation, Speaking in a Unified Voice, and the Top dogs

With so many confusing choices for audio consumers to stagger through, industry consolidation is upon us…and it’s just a matter of time until dominos start to fall (tick tock tick tock). Just as important will be watching what the big audio and streaming players do (Spotify, Apple, Pandora, Sirius, etc). We already saw Sirius taking a bite out of Pandora (incremental consolidation). Apple has stepped up, announcing that analytics are finally coming. And it’s great to see Spotify curating custom podcasts while watching iHeart invest in people and the platform. Then, there’s the ‘Air Force One’ of the industry , NPR. No matter what the audio powerhouses end up doing, look for the industry to eventually begin to move in a unified voice, consolidating for the better. I also liked the effort of #TryPod, as far as 37 publishers coming together to finally promote the industry…as one! At least that’s a small step in the right direction.

3.  More Reputable Broadcasters from TV & Radio Enter the Podcast Industry

Seeing what broadcasters like Mike Francesa do after his contract ends at WFAN bodes well for podcasting. As mainstream broadcast influencers continue to jump head first into the industry, they’re going to bring ‘tons’ of newpods with them (first-time listeners). Reputable, established broadcasters want relevancy and the clout of having control…hence, creating their own podcast only makes sense. As they jump in (like Bill O’Reilly did), they bring with them massive social media reach. This trend will only enhance podcast listenership, driving revenues, as new broadcasters enter the vast field of podcasting. It’s the ‘monkey-see monkey do’ attitude that is taking hold of the industry.

4.  The Impact of Live Audio & Video

While live audio, via Facebook, provides an opportunity to drive discovery, the question is whether the industry wants to allow Facebook to control delivery. As we know, Facebook often changes algorithms to best impact their selfish revenue streams, so this is a bit of a wild-card. However, YouTube, and repurposing audio continues to be explosive since podcasters & publishers alike can share in the revenue. Any way you slice it, video will impact on-demand audio, especially when it comes to discovery, distribution, and revenue.

5.  Voice Technology Devices Are “Hear” to Stay

How many of you purchased Alexa over the holiday, or the Amazon Echo? There’s no denying the trajectory of voice command technology, and podcast publishers all will align with this technology. Whether it’s speaking to Siri, listening to a podcast on Amazon Echo when you cook, voice technology is here to stay…or should we say ‘hear’ to stay.  And yes, all this voice-activated technology will be available on the dashboard of your car. So, the industry must align with it! And it will enhance discovery, making it less cumbersome to listen and discover your favorite podcast.

6.  Radio & TV Incorporate Podcasting With Their Long-Term Vision

Innovation starts with an entrepreneurial spirit and terrestrial radio companies have found it painfully difficult to embrace change. Watching Spotify, Pandora, and other audio companies drive a digital narrative has been painful for many in the industry.  Our prediction is that you’ll finally see Radio put digital innovation at the top of the food chain, giving them a seat at the table, demanding old-school programmers pivot to where consumers are discovering content. We like what we see at iHeart, especially with the roll-out of their premium app & their focus on a podcast strategy.

In addition, the ‘mainstreaming of podcasting’ is hitting Broadcast Television too. Have microphone, will podcast. Shows like 60 Minutes, Meet the Press, CBS Sunday Morning News, The Rachel Maddow Show, MSNBC’s Morning Joe, and 48 Hours are giving a shot in the arm to the industry. Content can easily be re-purposed, via a podcast. If Radio & TV  promote the hell out of the platform, there’s no limit on how successful they will be in capturing an already large audience to explore their on-demand platforms.

7.   Programmatic Becomes Real in Podcast Advertising Especially for Evergreen Content

There’s no holding back the digital trend towards programmatic advertising, dynamically inserting one-to-one targeted ads, regardless of device, into a show. Spots will be pre-recorded segments that can easily fit into any podcast listening format. Companies like Adswizz are bringing dynamically inserted ads to podcast advertising, strengthening value and life of long-tail podcasts.

Despite incremental advances in programmatic solutions, this is where podcast advertising loses its endearing charm, the one-to-one personal engagement with the host. However, programmatic can help solve delivery problems for shows with long-tails and drive revenues for shows with evergreen content and excess inventory. It can fill capacity, driving revenues effortlessly for the industry. There’s no denying the evolution towards programmatic and the digital demands calling for geo-targeted dynamic inserted ads.  The fact remains that these ads won’t have the same clout of live native ads, but it will help solve inventory issues for long-tail shows. Bottom line, we hope the industry controls access points to this type of advertising as not to diminish CPMs or dilute the live-read charm.

8.  Experiential Marketing & Live Podcasts Work Together

 

Brands love creating compelling content, and nothing does a better job than using live experiences to capture and deploy one’s brand message, which then can be shared virally via social platforms.  Using podcast influencers (podfluencers) makes sense for brands, having ‘live podcasts’ on site. Bringing an ad campaign to life through the extension of traditional advertising syncs up perfectly to podcasting, and the PR & influencer engagement, on-site, adds substantial value that certainly will ignite social sharing.

9.  Native Advertising Continues to Grow

Major brands have embraced native advertising strategies, and nothing works better in the podcasting industry than organic, live reads (endorsements). Brands like Mac Weldon, Blue Apron, and Wix view podcasts hosts as brand ambassadors, to deliver messaging to an audience that wants to hear what the podcaster is saying. The growth of native advertising and driving integrating messaging succinctly across multiple platforms will continue to make podcast advertising highly attractive in 2017. We just have to make some major noise within the digital buying community, advancing a narrative must be heard.

10.  Custom & Branded Content Strategies

Big brands are getting so comfortable with the concept of podcasts, that they’ve started to literally produce their own. Companies like, Netflix, and Prudential have successfully done it, and Slate and Panoply have teams that work with brands to execute this strategy. GE has one of the more established success stories in this space (yes, a 100-year old company like GE), created an eight-episode sci-fi series called The Message. They’ve continued to shape their brand message with another series called “LifeAfter. When companies like GE see the value of podcasts, you know the herd will start following soon.

Final thought, there’s another IMPORTANT fact that is making podcasting great again. As much we are exhausted with the political discourse in the country, it is driving demand for political podcasts like POD SAVE AMERICA. There’s no doubt that news gathering organizations are thriving. Traditional media outlets like the New York Times, Wall Street Journal, and of course NPR! I could have easily put this paragraph at the top of the list, and made 11 items a part of this story…but 10 made for a better title.

If you’d like to learn what podcast advertising can do for your business, please check out our Podcast Business Center. We’re just getting started!

Mike Francesa Says Everyone Is Doing Podcasting Wrong…And He’ll Fix It. Huh?

Posted on by Kurt Laufer

One of the all-time sports talk-radio icons is teasing that he might just be another ‘ringer’ jumping into the podcast pool once he turns his terrestrial microphone down come this December. It’s just another example of why podcasting revenues will continue to exceed expectations as major television and radio personalities dive into the podcasting pond.

But it’s not the intrigue of Francesa starting a podcast that caught my eye here…it’s the fact that the former co-host of ‘Mike and the Mad Dog Show’ claims to have the ‘secret sauce‘ that will make the industry great. Oh please…tell us more!

He’s Never Listened To a Podcast & ‘They’re Doing It All Wrong’

After his contract with CBS Radio is up this December, Mike Francesa will have options. And it looks like a podcast will be option one. Ironically, Francesa admitted to The Ringer that ‘he’s never listened to a podcast and that everyone is doing it wrong’. That statement is hysterical in its own merit considering his WFAN Radio show is re-purposed and available via a Podcast on the CBS Play.it network. 

I’m more curious how a 63 year old radio-mainstay who’s never listened to a podcast and despises most facets of digital distribution claims that he’s figured it out.

He went on to tell the Ringer:

Problem is, they’re handing out podcasts like they’re Pez, OK? Right now, my producers have a podcast. No officense, but they have a podcast. If you showed up here as an intern, they’d give you a podcast…They give everybody a podcast. How can that work? Can you give everybody a show? If you can’t give everybody a show, how can you give everybody a podcast!”

While he’s right in one regard (about how everyone who’s anybody is starting a podcast), I’m more intrigued by the fact that this 30-year radio broadcaster claims to have the ‘secret sauce’ for the medium, especially since he’s never aggressively embraced social media, or at the very least, has been late to the game. Forget about the fact that he’s never listened to a podcast.

When pushed during the interview about what interests him in the podcast medium, he so eloquently stated:

Right now, nothing….Francesa said. It’s a folly. They’re doing it so wrong

A Disdain For Changing Consumption Habits

So what is it that Francesa will do differently that will revolutionize the podcasting industry? First, we know he’s not a fan of the digital medium. His ‘old-school’ mindset, which understandably is based on the success he’s had in securing the tens of millions of dollars over the course of his career has prevented him from assimilating or accepting changing digital consumption habits, particularly on social media.

He highlighted his disdain for pushing out content on platforms like Twitter by saying that sports radio is ‘selling its soul to the internet’.  

They all say, ‘Oh, digital, digital, digital. Radio needs digital. You got to be on Facebook, Instagram.’ They don’t know how to make a dime off that. … The bottom line is, they’re destroying their own business.”

Oh contrary my friend.

Look At the Numbers Mike

The bottom line is that consumption habits (the listening habits of his very own audience) are changing. That is a F.A.C.T. Take one look at the INFINITE DIAL REPORT or SHARE OF EAR, and you will see it in black and white…that the weekly online radio audience is now 140 million Americans…and it continues to grow year over year. 

But an iconic old-schooler like Francesa just doesn’t see the light nor does he really care. Why should he? He’s figured out how to make ‘bank’ his own way. And there’s no denying the success he’s had. Can you blame him for pushing back at a millennial world that is changing all around him? Not really…but the arrogance and conviction in saying sports radio is ‘selling its soul to the internet’ is humorous and a little condescending to the digital intellects in the room.

Brand Recognition Makes It Much Easier To Thrive = Common Sense

But there was one very common-sense statement he made during his interview with The Ringer…that brand recognition matters. Of course it does.

“First of all, if you go into the podcast business without a brand, you’re dead,” Francesa said. “You have to be a brand … Simmons does that. Carolla does that. Beck does that. I will do that. … I’m going to do well in that business as soon as I walk into it because I’m a brand.”

Of course it’s easier by having brand recognition…in any walk of life, no matter what your trade is. But I certainly don’t agree that ‘you’re dead’ without one. Francesa’s hubris comes shining through, as usual.

I am more impressed with those that work to build brands from nothing, the way you did when you first entered the radio industry. Hey Mike, it took you 30 years to build your personal brand so there’s no reason to shit on one of your producers that’s trying to build their own podcast brand.

And no, you are not dead if you enter the podcast realm without a brand. You just need to work HARDER!

Does He Know He Already Has A Podcast?

You may recall how Francesa said he’s never listened to a podcast. Hmmm, well his very own radio show is distributed across the CBS Radio’s Podcast Platform, Play.it. Hey Mike, if you want to listen to your already existing podcast…just click below.

Listen with One Click!

 

Yes, His Producers Do Have a Podcast & It’s A Good Listen

The podcast (from his producers) delivers interesting moments from Francesa’s show as well as their own opinions. Give it a listen, especially if you’re a New Yorker! Follow Brian Monzo on Twitter.

Listen with One Click!

 

We Will Patiently Wait for Mike Francesa to Fix The Industry

I am not going to take anything away from the brilliance of Mike Francesa, particularly sustaining an iconic career in the greatest city in the world…New York City. But for now, at least until he puts his radio mic down, I’m going to anxiously await his arrival into the on-demand audio world.

I can’t wait for him to fix the podcasting industry..or at the very least, bring his recognizable brand to us…along with his secret sauce! It’s more money for the industry, and yes, more money for Francesa. A win-win for all!

 

TopPodcast.com Profiled in the Business Section of The Philadelphia Inquirer

Posted on by Jennifer Sherlock

We couldn’t be more thrilled with the press we’ve received since launching on March 28th!  It’s been just over a month since launching and could not be happier with how we’ve embraced.

Again, we want to be the home for the ‘first-timer’ who is discovering the podcast medium for the first-time. And for those seasoned listeners that want to quickly see what’s hot, what’s not, and what are our ‘Podfluencers’ listening to! Thanks for your continued support.

Click the pic to read the article, as featured in the Sunday Edition, Business Section, of the Philadelphia Inquirer.

 

Read the article by clicking here!

Bloodbath at ESPN Will Lead To a Long Train of New Sports Podcasts

Posted on by Kurt Laufer

What was a sad day for ESPN & and dozens of on-air talent will lead to a plethora of new podcasts. As we learn of the big-time names that were let go Wednesday, the podcast world anxiously awaits and welcomes them.

Big Names With Huge Social Followers

Notable names let go by ESPN were: Ed Werder, Trent Dilfer, Jasyson Stark, Jay Crawford, and the list goes on.

And the podcast train is already leaving the station, as NFL guru Ed Werder already has launched his podcast:

Listen Here  (Click on Pic) To New Sports Podcast by Ed Werder & Matt Mosely

Listen to the Show: Click Here!

Why These Layoffs Matter? 

As mentioned in our Bill O’Reilly story earlier this week, the monkey-see-monkey-do attitude will take hold, creating a domino effect of media personalities diving into the platform.

It matters because these public personalities bring new awareness to the medium and massive social followers which create immediate discovery.

  • Ed Werder has 207,000 Twitter followers…and many of his followers will get a taste of the podcast medium for the first time.
  • Jayson Stark has over 500,000 Twitter followers…how quickly will it be until he launches his own podcast?

Here’s what Jayson Stark Tweeted out:

 No One Wants to Be The Caboose

Bottom line, you don’t want to be late to the game…let alone last to the podcast party. Despite the fact that it was a terrible day for many employees at ESPN, it will be entertaining to watch the impact this has on the podcast industry, let alone to the enhanced quality of diverse sports podcasts made available.

Most notably, to us at #TopPodcast, newpods will have the chance to discover the on-demand audio platform for the first time…thanks to what was a terrible ‘doomsday’ at ESPN.

Onward and Upward!

EDITORIAL NOTE & CLARIFICATION – VIA ED WERDER TWITTER FEED

 

Bill O’Reilly & A ‘Monkey-See-Monkey-Do’ Narrative Will Drive Podcast Advertising to $1 Billion

Posted on by Kurt Laufer

Whether you like Bill O’Reilly or not, there’s one thing you can’t deny. The speed at which he pivoted to a full-fledged premium podcast platform is mind-blowing!

It proves how effortless it is to literally change mediums on a dime. And now, his die-hard listeners have a place to absorb his message. But starting May 1st, you’re going to have to pay $4.95 a month to hear his podcast.

Why Bill O’Reilly Matters to the Podcast Industry? It’s Monkey See Monkey Do!

It’s the reason I have gone on public record stating that the podcast industry is underestimating the growth of podcast advertising …not just by a tad…but by a half-billion (current forecast is for $500 million by 2021).

Powerful media personalities, like Bill O’Reilly, will drive the medium in a way that most have underestimated, taking annual revenue to $1 Billion in 2021 — double current forecasts. It’s what I’m calling a MONKEY-SEE MONKEY-DO narrative, as anyone who’s anybody in media (TV & Radio) will demand their own podcast.

As traditional media personalities turn to podcasting, they bring with them millions and millions of social followers who will become on-demand audio lovers. This will exponentially drive the medium forward, as the herd enters the platform.

‘Factoring’ In O’Reilly’s Robust Numbers 

Analytics and social reach matter when trying to guess how his podcast will do. Here are the stats:

  • Bill O’Reilly has  1.72 Million Twitter Followers
  • His Facebook page had nearly 2 million followers (the page is down right now — perhaps there is a battle brewing between Fox News & O’Reilly for Facebook page ownership…if he forgot to negotiate this as part of his $25 million parachute, shame on him!
  • His show brought in $100 million in Ad Revenue in 2016
  • 3.71 million people tuned in to his show each week (even after the sexual harassment issues were brought to light)
  • The show averaged 485,000 viewers in the ad desired demo of 25-54

Why these numbers matter?

Many die-hard fans will follow O’Reilly to the podcast medium…and it will be their first time listening to a podcast.

What’s the most important number? 

The most important statistic will be how many of his subscribers will be new to the podcast industry?

Who Will Convert to the Premium Podcast?

How many will pay for $4.95 a month to listen to his podcast?

That’s the million-dollar question (or multi-million dollar questions). I’m going to say, low-ball, 50,000 subscribers initially (over the first month or two). That’s still only about $3 million in annual revenue, a mere blip of what his show brought in on Fox News. However, maybe I’m wrong on the numbers. I might be underestimating how many need to get their ‘No Spin Fix’ on.

What appeals most to me about these new subscribers?

Disregard just for the moment that these subscribers are basically endorsing someone allegedly accused of sexual harassment. I’m excited about one sole fact…that many of these subscribers will be first-time podcast listeners, or as we call them here at #TopPodcast…”Newpods’. Bottom line, as they embrace and get comfortable with the platform, they will listen to other podcasts…driving the industry forward.

What’s a Newpod? Click Here!

 

 

Podcast Advertising Facts – A Tepid Story Compared to Digital

Today, podcast advertising makes up a small share of overall digital spending, surpassing $200 million in 2016, compared to the overall Digital Ad community of over $60 Billion. Let’s do the math (and I suck at math).

That’s 1/3 of one percent of digital market share for podcasting. Pathetic, eh?

Ultimately, podcast advertising will have to increase five-fold to hit $1 Billion. Again, as traditional media players enter the platform, I believe this will happen in 2021.

The Bill O’Reilly Domino Effect: New Podcasters Enter & Major Brands Will Follow

The herd will follow. Just watch the influx of TV & Radio personalities, who have yet to produce a podcast, aggressively enter the realm. The monkey-see-monkey-do attitude will take hold. No one wants to be left behind, especially big personalities with egos the size of icebergs. New entrants will drive ‘newpods’ to the medium via the massive social media platforms they bring.

As media-darlings continue to dive in, BIG BRANDS will follow:

  • Sponsorships will come
  • Experiential podcasts will take hold at tent-pole events
  • Brands will explore building out custom branded podcasts
  • Live video podcasts will become highly relevant too, using Facebook Live.

A domino effect will occur within traditional media with new podcasters and brands aggressively scaling up.

It’s Bigger Than O’Reilly…It’s Who Will Come Next

While the focus certainly will be on Bill O’Reilly entering the podcasting realm, the bigger impact is who follows?

  • Which major media personalities dive in next?
  • How large is their social media reach?
  • What percentage of their listeners will be first-timers to the podcast industry?

This is why the monkey-see monkey-do mentality is real. It will have a major impact on the industry…favorably.

My bottom line: 

I foresee the podcast industry getting a much bigger share of the digital advertising pie, once the scale starts to tip. Hence, in my humble opinion, the industry will hit $1 Billion in annual ad revenue in 2021. #Boom

It’s way bigger than O’Reilly…it’s who’s next!

 

Key Take-Aways From Edison Research’s ‘The Podcast Consumer 2017’

Posted on by Kurt Laufer

Here we are again…another year in the books and the latest report out from Edison Research highlights some exciting data for the Podcast Industry. Releasing its annual “Podcast Consumer 2017′, the report highlights podcast consumption habits and data from the ‘Infinite Dial 2017 study.

Podcasting continues to rise, with monthly listeners growing from 21% to 24% percent year over year. But looking at podcast listenership in over a 4-year snapshot, it has doubled since 2013! #HUGE

Here are the cliff notes directly from the report & our thoughts:

Podcasting continues to rise, with Monthly listeners growing from 21% to 24% percent year over year

              Why this matters? 

As other traditional mediums struggle for growth, the trajectory of podcasting is headed in the right direction. We can’t discount the fact that while other traditional mediums (print & radio) are stable or declining, the podcasting industry is no doubt on the rise. Most importantly, the percentage of listenership has doubled over the last 4 years.

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The audience for podcasts continues to be predominately 18-54, and leans slightly male.

              Why this matters? 

People inherently perceive that the podcast audience is super young. But, a deep dive into the numbers show that it actually is rather balanced. Ages 18-34  make up 44% of the demo while Ages 25-54 account for 33%. Bottom line, 77% of podcast listeners are ages 12-54…a prime and ripe target for advertisers.

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Clicking on a podcast to listen to it immediately (either streamed or via progressive download) is the dominant paradigm for listening, though 27% do subscribe to podcasts.

Why this matters? 

62% listen immediately. A powerful statistic. When people see something they want, they are inclined to click and listen immediately. This mindset bodes well for TopPodcast.com, as we provide a hub to immediately test drive a podcast, with one click. Yes, more experienced podcast listeners are subscribing to a show, but that number is only at 27%.

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Subscribers tend to have been podcast consumers for longer than non-subscribers, consume more podcasts, and are more likely to use their smartphone as their primary podcast player.

            Why this matters? 

No real surprise here when diving deeper into the 27% that subscribe to a podcast. Obviously, experienced users are more comfortable using the medium, so they would tend to be more inclined to subscribe. And yes, they understand how to navigate their smartphones, hence it’s the primary point of discovery for those that have been consumers of the medium longer. Nonetheless, the stat that still peaks my interest is the fact that 31% still use a computer to listen. Bottom line, the desktop or laptop is NOT DEAD!

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While Home continues to be the most often named location for podcast listening, the vehicle is a strong second.

This statistic caused a ruckus within the industry, but only because people weren’t really grasping what the stat tells literally tells us. The question was: Have you ever listened to a podcast at home, in a car/truck, walking around, at work, at the gym, or riding public transportation? 82% said at home while 65% said in a car or truck. Yes, podcasting is a commuters dream, but remember, if you’re gardening, working in your garage, or making dinner in your kitchen, you still can listen to a podcast. So…the ‘at home’ statistic didn’t surprise me the way that it did many in the industry.

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Most podcast consumers listen to most of the podcast episodes they download, and the vast majority listen to at least most of each episode.

Why this matters? 

Diving into the completion rate after downloading a podcast, the numbers really look great! 42% listen to the entire podcast episode while 44% listen to most of the podcast. That’s a whopping 86% who listen to all or most of the podcast…a favorable story to tell advertisers.

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Podcasts are the number one audio source by time of consumption among podcast listeners

Why this matters? 

I love this statistic. It says that once you become an active and engaged podcast listener, you’d rather turn to a podcast rather than listen to the radio…let alone ‘owned music’, and/or stream any other audio. This is HUGE to me…especially as consumption habits evolve. Basically, if we put podcasting in the hands of the consumer, it will stick. 30% of Podcast listeners turn to podcasts as their primary source of time spent listening, followed by 25% AM/FM Radio, and then 19% Streamed Audio. Again, for podcast listeners, it’s their first choice of consumption, and they do it the longest.

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On the smartphone, podcasting’s Share of Ear® is tied with AM/FM content, and leads AM/FM among 13-34 year olds.

Why this matters? 

Another fabulous statistic for the podcast industry, but not surprising, as AM/FM Radio is pivoting to be a ‘streaming audio’ play for the younger demo. Diving deeper here, 45% of ages 13-34 spent time listening to streaming audio on their smartphones. While this statistic is nearly six times as many that listen to podcasts on their smartphone (8% of this demo), it demonstrates that podcasts have surpassed the AM/FM Radio…probably for good. Chew on that statistic.

A Final Thought

I love how the report summed up everything, by saying:

Fix discovery, yes – but let’s not forget to ‘push’ in a ‘pull’ world!

Couldn’t agree more….and TopPodcast.com is trying to attack the discovery issue head on. It will take the industry to coalesce around itself to push out discovery more aggressively…in a clear and concise way. Good luck with that.

EDITORIAL NOTE: This report will be available in our PODCAST BUSINESS CENTER later this week, along with many other industry relevant reports…all located for your convenience in one place.  Or you can view The Podcast Consumer 2017 directly HERE, at Edison Research.

Univision Goes Big With On-Demand Audio Under Uforia Brand

Posted on by Jennifer Sherlock

Univision Communications is launching a new on-demand audio platform—“Uforia Audio On-Demand”—that will feature a suite of programming from news and politics to sports, music, comedy and more. The platform will include podcasts as well as live-stream programs utilizing the company’s radio and TV personalities, as well Univision’s digital-only talent.

Why this is Big?

It’s another powerful move by Univision to secure their position as the authoritative destination for Hispanics, particularly as many on-demand choices continue to become readily available in the marketplace. Basically, they’re just locking it down with this new powerful strategy.

What is the Podcast Impact?

This on-demand platform will offer numerous podcast options, including:

  1. “Epicentro,” an analysis of the week’s current events and “En Boca de León,” a politics and current affairs news magazine. Both podcasts are hosted by KMEX-TV Los Angeles anchor León Krauze.
  2. Alberto Sardiñas will host “El Show de Alberto Sardiñas,” a program that features well-known successful people sharing their path in the hopes of inspiring listeners to create their own.
  3. “El Show de Omar y Argelia”—the morning show hosted by married couple Omar Velasco and Argelia Atilano will be streamed on the platform.
  4. Coquenetas Positivas” with Karen ‘La Coqueta,’ a podcast hosted by Karen O’Brien, will offer uplifting and positive tips and advice for happier and healthier living
  5. Automotive experts Jaime Gabaldoni and Simón Gómez will host a weekly podcast, “A Bordo Podcast.
  6. Sports program “Los Tres P’s” will also find a home on the new platform.

What Univision is Saying?

Uforia Audio On-Demand harnesses the power and scale of our radio and digital properties to enhance our consumers’ experience and further expand our content’s reach,” Univision Digital senior VP Sameer Deen said. “The platform puts more of the content our audience loves at their fingertips, offering on-demand streaming whenever and wherever they want and available across multiple platforms.

Check out Uforia Audio Below

View On-Demand Offerings Here

How Millennial Consumption Habits Are Impacting Podcasting & Radio

Posted on by Kurt Laufer

A study last summer by Music Business Association concluded, not surprisingly, that Millennials listen to less radio than the generations that came before them. This is hardly news to most of us that understand consumption habits of millennials or have been swimming in a digital pool for the last 5 years.

More recently, a snap analysis of the 2017 Infinite Dial Report shows that 87% of those aged 12-24 are listening online now. That’s 87% my friends. If this number doesn’t tell you something about where we are headed, I don’t know what will.

While statistics are no doubt purveyors of what the future holds, the Music Business Association study last summer also said:

In lieu of radio, younger millennials have turned their ears and their attention to streaming, with many of those polled opting for on-demand options. This shows that not only is streaming in general more favorable, but the idea of radio simply isn’t as appealing to younger music lovers as it used to be for their older siblings, parents, and grandparents.

How Does This Correlate To Podcasts?

It’s all about smartphones and connected devices. It’s now confirmed (Edison Research) that 81% of all Americans use smartphones. When you look at millennials, that number explodes:

  • Ages 12-24: 95% smartphone ownership
  • Ages 25-54: 89% smartphone ownership

Why this matters? 

Accessibility and discovery of podcasts has correlated to the smartphone explosion. On-demand audio is simply a ‘point-and-click’ away.  In addition, while Millennials are listening to less traditional radio, they are listening online via streaming services, specifically Pandora, Spotify, iHeartRadio, and Apple Music.

In a similar study conducted by comScore, millennials are 44 percent more likely to listen to podcasts once a week on their smartphone than the average smartphone-owning adult. And the popularity does not stop with this demographic — 18-34 year olds are going to be more likely to be podcast listeners than the general population, while 12-17 year olds are almost twice as likely to listen to podcasts.

What kind of programming are they listening to? 

A fascinating aspect of Millennial podcast listeners is diving into what type of podcasts they are listening to. Interestingly enough, they are primarily listening to spoken-word programming…the same type of programming that is broadcasted on stations regulated to the AM dial. This data should hearten some radio execs as they literally have this content at their fingertips.  But it comes down to their distribution strategy, and allowing the content to be packaged in a way that aligns to changing consumption habits.

Why are podcasts so attractive to the younger generations?

It could simply be that the younger generations are that much more attached to their devices. And if the content is worthy enough to be ‘discovered’ on their device, it must be worthy of their attention. It could also be the increased importance surrounding on-demand content. Younger generations want to listen on their own terms…when they want it…and where they want it. Bottom line, it takes a strategy to make sure this content is available & packaged to millenials. Radio execs mustn’t underestimate a clear, cohesive strategy in packaging curated content via an on-demand platform. Bottom line, the podcast medium is a vehicle of choice for powerful distribution.

Sharing is caring – enter the Social Media factor

One of the most overlooked aspects, when it comes to on-demand discovery & consumption, is being able to share content…a fact that can’t be overlooked when it comes to analyzing a younger demographic. Millennials love to share, but they also like to like what others are sharing too. This is one of the reasons our Podfluencers will drive awareness of what is relevant in the industry, encouraging others to listen to new suggested podcasts.

Podcasts allow millenials to listen and share content with their friends. The social media impact is a key driver to podcast consumption, aligning seamlessly with millenials.

You can’t just share any old content and expect to be successful. In order to appeal to the younger demographic, you have to offer appealing content in a format that this age group prefers to consume. While broadcast radio assumes that Millennials want to hear the latest hits, they often overlook that they also want to hear original non-fiction programming.

While broadcast radio assumes that Millennials want to hear the latest hits, they often overlook that they also want to hear original non-fiction programming.

The podcast publishers that are experiencing the most success are the ones that have embraced this fact and are finding ways to tap into the power of the millennial masses.

Radio Can’t Rely on False Assumptions

While broadcast radio assumes that Millennials want to hear the latest hits, they overlook that they also want to hear original non-fiction programming. Old-school radio execs, in the past, have underestimated the power of the millennial and changing consumption habits.

Previously relying too heavily on an ‘in-the-now’ strategy that focused more company resources on PPM, (Portable People Meters), song survey analyses, format changes, radio transmission fees, and program directors that lacked flexibility, it’s time to jump on a new vision that aligns with millennials…or trust me, history will repeat itself…and you’ll go the way of MySpace, Friendster, and your Blackberry.

To steal a line from an old ‘Friend’ in the radio biz…

“It’s a great day to be in radio”…that is, if you accept and invest in the future of on-demand audio, aggressively monetizing your streaming platform, and align with the consumption habits of the future (they live on mobile). PS – the future is here.

 

Editorial Note: Stats in this article came from Forbes as well as the 2017 Infinite Dial Report, as noted above.

 

 

TopPodcast.com to be the First Online Epicenter for the Industry, Driving Discovery & Ad Revenues to $1 Billion

Posted on by Kurt Laufer
TopPodcast.com organizes the fragmented world of on-demand listening by
driving discovery and listenership with just one click

PHILADELPHIA, PA –(Marketwired – March 28, 2017) – A former Director of Digital for CBS
New York is uniting a fragmented podcasting industry by aggregating the top podcasts, top
publishers and top audio apps onto one website for effortless discovery. Utilizing data from
publicly ranked podcasts, TopPodcast.com will make the platform more discoverable and
accessible for those who have yet to experience the medium. The site will also liberate first time
users from having to rely on iTunes or multiple apps for listening.

Kurt Laufer, the founder of #TopPodcast Digital Enterprises, left a senior digital management
position after five years at CBS New York, to embark on a one-year journey in creating
TopPodcast.com. Laufer’s vision is not just to drive discovery for those that have never
listened to a podcast, but he also wants to make it simple for a business to place a
podcasting ad buy across multiple networks. He seeks to drive the industry to $1 billion in
annual ad revenues by 2021, double current projections.

Interest in podcasts has exploded since the hit podcast series Serial dropped on the scene
in late 2014. Despite the medium’s upward trajectory, 40% of Americans are still unfamiliar
with the term podcasting (2017 Infinite Dial Report). Laufer wants to increase familiarity by
providing a single-source online destination where the audience can discover and listen to a
podcast with one click.

He stated, “The industry is fragmented with so many paralyzing choices. People don’t want
to spend time trying to figure it out by downloading apps or searching on various networks.
TopPodcast.com was designed to provide clarity and simplicity to the
industry…No iTunes? No app? No problem. I made it effortless for the first time
listener to ‘test drive’ a podcast,” added the executive.

Laufer believes the industry is long overdue for a single-source destination for open
discovery. He also made it clear he is not targeting industry insiders or competing with other
podcast networks. He added, “I will be the industry’s biggest advocate. After a new visitor
discovers a show on our site, they can fly away and listen on any podcast network or audio
app for the long-term. But TopPodcast.com will be their first stop as they nurture a love for
on-demand listening.”

Additional amenities within the website include:

* The 90 for 90 #TopPodcast Picks, curating ten shows from nine categories for enhanced
discovery beyond the iTunes Top 200 ranking
* A weekly ‘Podfluencer Report’, highlighting relevant podcasters, uncovering their
favorite episodes and learning what they are listening to
* For the business community, a Podcast Business Center, where they can place turnkey
podcast advertising solutions across multiple publishers
* For the Independent Podcaster, a platform to amplify and promote their ‘niche’
podcasts, ranging from aviation and travel and tourism to business, to sports, to politics,
etc.
* Industry News & Trends and Research, primarily from a digital marketer’s point of view

Laufer also stressed the importance of integrating podcast campaigns into a digital
marketer’s mindset, “The podcast industry can’t be a one-trick pony anymore. A ‘live-read’
endorsement by a show’s host is one of the purest, most powerful forms of native
advertising, which direct response advertisers are thriving from. We must do a better job of
conveying this narrative within the digital buying community in order to compete in a
complex digital landscape.”

About #TopPodcast Digital Enterprises

#TopPodcast Digital Enterprises is the premier source for podcast discovery, trends and
advertising. The company’s mission is to propel a new audience of first-time listeners and
businesses to discover a love for on-demand listening. Organizing the industry through
advocacy, education and unparalleled social strategies, TopPodcast.com will help drive the
industry to $1 billion in ad revenue by 2021.

The World Premier of TopPodcast.com: Simplifying Discovery

Posted on by Kurt Laufer

Hello World!

Simplicity. Isn’t that all the world needs? Especially in the disparate and fragmented world of podcast discovery? Let me reinforce it again. Simplicity. That’s what #TopPodcast brings to the complex and often confusing world of on-demand audio.

The Mission

We are the premier destination for podcast discovery, trends and advertising, propelling a new audience of first-time listeners & businesses to discover a love for on-demand listening.

No iTunes * No App * No Problem: The Epicenter of Podcast Discovery

No longer do you need to ‘try and figure it out’ when trying to listen or find a podcast. One site, one-click, listen. #TOPPODCAST is the digital gateway for discovery for those that have never used the platform, for both consumers & businesses. We call them Newpods…the newbies to the industry…more on that below.

Now discover the Top 200 podcasts, both overall & by individual categories, directly on one single-source hub, aggregated from the publicly available RSS feeds via iTunes
Consumers
  • No need to search networks or apps to find the Top Podcasts, Publishers, or Networks – it’s all aggregated here
  • We liberate first time users from having to rely on iTunes or multiple apps for listening
  • No need to install an app to listen to a podcasts, that is, until you are ready to fly away and embrace the platform
Businesses 
  • A one-stop shop (Podcast Business Center) to place podcast ad buys across multiple networks, agnostic to any one publisher
  • Authentic, powerful digital attribution strategies integrated into podcast buys
  • Industry research and analytics aggregated within our Podcast Busines Center
Industry
  • Advocating a new narrative in the digital buying community to increase market share
  • Distributing you podcasts, using publicly available RSS feeds via iTunes, allowing new listeners to discover your show
  • A proponent of an open network and a universally accepted measurement standard, we will help unite a fragmented industry

Newpods: Our Target are First-Time Listeners 

Let’s be clear, especially to those industry insiders who are discovering us for the first time. You are not our target market. We are here, however, to act as an industry advocate, a unified source that will finally make noise well beyond the walls of the industry, targeting what we call “newpods” to discover a love for on-demand listening.

What’s a newpod? It’s what we are defining as first-time listeners & new businesses entering the disparate realm of on-demand listening, as defined below:

We eventually want Newpods to fly away, and learn how to listen via their smartphones & publisher apps!

Podfluencers: The Intersection of Brand Ambassadors & the Podcaster

Each week, we will feature a predominate podcaster(or industry insider), introducing them to our audience. Why is this so important? We want to dive behind the curtain, learn what their favorite episodes are…and most importantly, what podcasts are they listening to?

Podfluencers, another term we are introducing, have the viral power not just to promote themselves, their sponsors, and individual episodes, but they are the loudest advocates for the industry in driving discovery.

90 for 90: #TopPodcast Recommended Picks

In addition to effortlessly discovering the iTunes Top 200 ranked podcasts, our staff will recommend ten podcasts in nine respective categories. Eventually, our 90 for 90 will change weekly, as industry insiders will use us as a hub to help promote and drive discovery of new relevant shows.

In the meantime, explore the categories in our 90 for 90 and then…just point, click, listen.

Podcast Business Center for Turnkey Podcast Advertising Solutions

Turnkey Podcasting Advertising Solutions, across multiple publisher networks, integrated with powerful digital attribution strategies. NOTE: We DO NOT sell advertising into shows on our site, as we push out for discovery the publicly available RSS FEEDS available via iTunes, and owned by the content creators. Any advertising

NOTE: Any advertising inquiries for specific shows will go directly to those publishers, podcasters and networks directly, including banner advertising inquiries. We protect the copyright of the content creators, and do not sell any ads surrounding any show or episode feeds aggregated on our site. We simply push out their feeds for additional discovery, downloads and listens. 

What is our Vision? $1 Billion in Ad Revenue by 2021 

Let’s be honest, the industry has ineffectively marketed itself beyond its walls. Despite 81% of Americans owning smartphones, 40% of the population is still unfamiliar with the term podcast, nor do they even know where to find one.  We’re here to change that.

A simplistic, open aggregator for online discovery, using publicly available RSS feeds, to push out for discovery. We’re here to make noise and ultimately be the industries biggest advocate! Thanks for having us!

 

 

 

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