Tag Archives: podcasts

Tom Webster with the Insider Scoop on Audio Research



Tom Webster, SVP of Edison Research, describes his job as “telling the stories of numbers.” He definitely make numbers come alive, and he’s a great storyteller overall. So you’re generally okay with Tom as your guest if you didn’t discuss podcast topics in advance.

My industry acquaintance may be self-effacing, but he has a steel trap mind for the insights Edison regularly uncovers about all things audio, and he shared quite a few in our ad hoc but fascinating conversation for  Insider Interviews.

The custom market research company helmed by Larry Rosin may be best known as the sole providers of exit polling data during U.S. elections, but Tom is best known for his big research reveals on webinars (now Zoom presentations) or at conferences. Research junkies lean in to hear which platform has the biggest “share of ear” and how differently are consumers engaging with Alexa. Basically, he’s the go-to guy for sharing and interpreting our evolving involvement with radio, podcasting, voice…even IoT and our social media habits.

As Tom describes it, “I make sure that the data that we collect on behalf of our clients is understood contextualized, put into action and valued, and that people come back for more.” Here’s what’s “more” about Tom and a topline of our discussion: Little known fact? Tom likes words as well as numbers. This former English Lit professor is also the principal author of some widely cited studies and the co-author of The Infinite Dial, America’s longest-running research series on digital media consumption, and The Mobile Commerce Revolution.

In Episode 16, Tom shares some insider scoop from Edison’s audio research – and his considered POV on the current state of radio broadcasting and the growth of podcasting (including some tips that can help you grow your own podcast).

[00:01 – 03:25] Opening Segment

  • More about Tom Webster, his role in Edison Research and a moving from academia to a marketing career

[03:26 – 17:20] The Insider Scoop on Audio Research

  • About Edison Research’s broader offerings – like that exit poll and vote count data – and Tom’s area of focus: Audio
  • More insider scoop from Tom WebsterVoice vs. Audio
    • The growth of “smart speakers.”
    • Where are we – if anywhere — with an FM chip for mobile phones?
    • The general state of radio
    • The uptake on podcasting (Joe Rogan notwithstanding)
  • Tom talks about some Edison partnerships (and E.B. held back “insider” jokes about her old boss, John Rosso of Triton Digital!)

[17:21 – 25:40] Diverse Voices

  • The diversity in podcast listeners and podcast content
  • Growing your podcast in today’s competitive market:
    • Having a distinct voice
    • Showing your unique, distinct point of view
  • How Tom is sharing HIS unique POV, via his own newsletter I Hear Things

[25:41 – 31:27] Closing Segment

  • Tom’s go-to resource gathering platforms
  • The Tom and Tamsen team: “freenoting”with his wife, Tamsen Webster
  • Final thoughts

 

 

E.B. and Tom on the first (last?) VOICE panel at CES 1/20

Resources Mentioned:

You can connect with Tom on LinkedIn and Twitter. Subscribe to his I Hear Things newsletter. Listen to The Freenoter with Tom Webster and Tamsen Webster.

Follow Edison Research on Twitter, LinkedIn, Facebook, and Instagram. You can also visit their website https://www.edisonresearch.com/

Please share the podcast if you liked this episode, and Follow Insider Interviews on Twitter, Instagram, and Facebook.

And reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss, please reach out at podcasts@mossappeal.com. I’m “hear” for you!

 


Podcast Prognostications At and Around RAIN’s Global Summit – with Brad Hill: Epi 14



This episode is made up of two discussions about podcasting: A casual conversation with RAIN News president, Brad Hill around fun moments from the industry and projections for its success… and a more formal discussion — actually a few segments grabbed from RAIN’s Global Podcast Leadership Summit.

Insider Interviews host, E.B. Moss was the moderator on a panel about podcast advertising, featuring Art19’s Lex Friedman and Targetspot’s Dave Sosson — and a few of their insights were captured here.

  • You’ll learn how the summit had to pivot — and lessons for good zooming — as well as:
  • the kinds of media categories that podcasters are selling against — think paid social — and how they compare;
  • how host read ads are great, but how do they fit in to a targeted buy 
  • Interesting projections from the IAB and the new categories opening up for — and of — podcast advertisers
  • SHOULD there be a “PAB” 
  • And what is “giide”?

NOTE: Read RainNews.com to catch more takeaways from all the 8 sessions of the recent summit.

And ask E.B. about using giide.fm for your media company!

 


Lantigua-Williams with the Scoop on Launching a Podcast Company



Get the “insider scoop” on how to dive in to creating a place in the podcasting world. The talented Juleyka Lantigua-Williams, Founder/CEO of Lantigua Williams & Co., an award-winning and Peabody-nominated digital media studio, walked us through her anxiety through her achievements. While she’s humble enough to just describe herself as someone who builds teams that create podcasts, those teams have turned out hit after hit in three short years. But Lantigua-Williams has the chops, from 20 years of experience as a writer, reporter, editor, syndicated columnist, book editor/scout, lecturer, and audio producer!
The differentiator for this company? Its mission to support and amplify the creators and stories “from the margins” – which often means by and about women of color. These shows include Latina to Latina, which just passed 100 episodes, 70 Million, and Feeling My Flo. But Lantigua-Williams also does consulting and white-label production services for clients like Macmillan Podcasts (Driving the Green Book), the Phi Beta Kappa Society, WHYY, KQED, and Civil Beat.
Another secret weapon for success is Juleyka’s authenticity and generosity. She’s set a tone of sharing — which you’ll hear candidly in this conversation and can read in her posts on the company site and elsewhere, like this very guide to “centering marginalized people in your podcast.”
Listen and learn the ins and outs of producing a show and starting a company as Juleyka shares her knowledge and expertise including:
    • How Juleyka embraces her BFF, named “Insomnia”, and sidekick, Perfectionism
    • The path from intern to producer to company founder – as a “hyphenated American”
    • The first step to starting any company
    • Staying true to Juleyka’s vision for her company
    • How some shows came about (umm, conversations around astronauts menstruating in space?) and upcoming projects
    • Supporting women of color
    • Getting to “scale” and getting revenue
Follow on Social Media

 

Resources mentioned:

Lantigua Williams & Co

Podcasting Seriously

Truth be Told by Tanya Moseley

 


New Schedule for Insider Interviews Podcast!



Normally I come out with a new episode of “Insider Interviews” every Thursday, but did you know that I also have another podcast? It’s sort of my personal passion project and it’s called “It’s Quite a Living“, and it’s with “my friends in high places”. They’re really casual conversations about some high profile people who happen to be my friends. Now, that one comes out every other Tuesday.

So I’ve decided to make “Insider Interviews” — the B2B one speaking with those in media marketing and advertising — come out every other Thursday…at least through the summer.

Of course, if an eager sponsor* wants me to produce more frequently bring it on! Otherwise, you’ll hear Episode 11 NEXT Thursday.

Frankly, it’s been a LOT to create, host and post two podcasts a week, even though I love it — especially during our current times, and especially since I seem to be developing a reputation for singing to my guests. Listeners understand that…. But do stay subscribed because you won’t want to miss the CEO of Quigley Simpson, Carl Fremont, who will be my very interesting next guest!

And now you have some time in between to catch up on the past 10 episodes with amazing folks like Minjae Ormes of Visible, Claude Silver of Vayner Media, Sree Sreenivasan (don’t miss his #NYTimesReadalong on Sundays!), Rachael Henke of Dell Technologies, and guests from NYI, Tidal Wave Productions, Krantz Media and more!
I’m very, very proud of what we’ve been able to do together to bring you great content about the industry. And I really appreciate all of the great ratings you’ve given me and the subscribing and sharing. You can listen just about anywhere you like (although Pandora is still a hold out, I’m just sayin’.) Thank you for telling everyone in the industry. It means a lot to me.

*And, if you want to sponsor an episode of EITHER podcast, or suggest a guest for “Insider Interviews”, please reach out at podcasts@mossappeal.com. I’m “hear” for you!

E.B.


The Scoop from Sree on Good Talks, Listening and Journalistic Integrity



As we crave connection during these isolating times, Sree Sreenivasan has stepped up to bring people around the world together, sometimes several times a day. While almost 80 straight days in a row of recording his Global COVID-19 show drove his family to furlough him from his own home during livestreaming hours, this social and digital media expert, known by many as “@Sree”, has an expanded family of connections that faithfully gather round for a dose of positivity.

And every Sunday, they tune-in again for his New York Times “readalong,” now five years running, with his own scintillating and scholarly guests perusing the paper and op-eds alongside him. So, that’s 80 days in a row and literally twice on Sunday. Did I mention his 21 years of conducting Social Media Weekend gatherings to educate on the latest tools and tactics? How about his frequent appearances on radio, or CNBC as a tech-expert?

Hear why this the former chief digital officer for The Metropolitan Museum of Art is now focused on the art of generous content both altruistically and, candidly, as a business development vehicle for his digital marketing and virtual event business. Less generous, perhaps, in his opinion of social ISSUES, Sree’s stories – from adjusting to new countries and his quirky love of comic strip Calvin and Hobbes to how he adopted new communication tactics to connect people through every crisis of the past two decades – are equally passionate. The throughline is also his ardent belief in journalistic integrity, veracity and humanism.

We joke about how his livestreams and social sharing are the perfect outlet for a man who likes to talk, but with Sree, people want to listen. He’s learned the art of that, too.

Listen to the inaugural Marshall Loeb visiting professor at Stonybrook University, and former Columbia University journalism professor,  Sree Sreenivasan, and you’ll hear why.

We also discuss:

  • His humble and sometimes humiliating path to acculturating to America
  • The evolution and promise of his Global COVID-19 Show
  • How reading the New York Times out loud on Facebook Live become bigger than he could have imagined
  • How he competes with – or defers to his wife, Roopa
  • How that love for Calvin and Hobbes has played a role in his life

The Why and How of B2B Podcasts – a 15 Minute Download



Those tracking the uptake of podcasting, such as Triton, Edison Research and Podtrac, have encouraged advertisers to embrace the medium, especially since it hit critical mass of 100 million+ monthly listeners! But what about brands who want their OWN podcast for B2B purposes?

In 15 minutes I’ll walk you through the WHY and the HOW of creating a B2B podcast for your company. And if you’re still overwhelmed let me know and we’ll handle it all for you! Here’s the scoop and the Episode 5 topline:

Why a B2B podcast?

  • You have to be everywhere your customer may be, including in their ears, even if you’re speaking to a vendor, an agency or a potential new hire. “Picture a company’s most savvy seller whispering about a value proposition in the prospect’s ear”!
  • Humanize an executive to drive trust and transparency
  • Leverage the best platform for explanatory journalism!
  • Attract employees by painting an audio picture of the company environment, like Xandr did with their Unsponsored Content show, or provide a thought-provoking platform to spotlight divisions or clients, such as the Floor 9 podcast from IPG Media Lab does!

Caveats:

  • Expectations should be managed: this is a longtail marketing tactic with a limited pool of listeners
  • Start with the strategy! WHO do you want to have listen? WHY? WHAT with your content me? As Gimlet Managing Director, Matt Lieber, was cited, “What makes for a successful branded podcast are a lot of the things that make for a successful podcast period. If a brand wants to make a commercial that’s 20 minutes long, it will fail.”

The What:

  • Most B2B podcasts are interview style, except for those companies who may have a high-profile personality at the helm. (Think Gary Vee of Vayner Media!)
  • What informative content is endemic to your brand’s expertise? (Example: ReWork podcast on productivity, from SaaS platform Basecamp).
  • Recording a B2B podcast for A+E and The Knot

    How will you grow your podcast to help you grow business? (Example: The Wealth Without Wall Street team invites high profile guests , like Pat Flynn, in their work wheelhouse, and appear as guests on other podcasts, too like this episode of Dave Jackson’s School of Podcasting!)

The HOW:

  • It starts with your microphone! There are lots of suggestions you can easily Google, but here’s a snapshot:
  • You might have had a studio at your offices…even an editor… but as we #WFH think bedroom! Think closet! Think where can you find sound absorption…Listen to Shelly Palmer’s advice to me and the sound difference in Epi 2 of Insider Interviews. You can record on an editing platform like Squadcast or Descript… then you’ll need to UPLOAD the audio file to a hosting site. If you want to try Blubrry use MOSSAPPEAL as your promo code for a discount, or look at Libsyn, BuzzSprout, Captivate and more.
  • ..MARKET THYSELF! More hints and suggestions are in this 15 minute dump and download, from my experience to you.

And again, I’m here to help. If you’re in the media/marketing world with a senior executive who is guest-worthy please drop me a line or reach out on social media! If you want help creating your own podcast from scratch, happy to exec produce or host! LMK!

E.B.