Here are the most interesting news articles and tutorials for the fifth (!) week of January, 2020. (Longest month ever.)

Thanks to Kato, Alexander, and Norman for supporting the show.

1

content.com/how-do-i-build-an-audience-for-my-podcast-c78f1152957c">How Do I Build an Audience for My Podcast?

From Dan Misener on Pacific Content's blog:

Perhaps the single most frequently asked question I get is: “How do I build an audience for my podcast?”

It’s a perfectly natural question.

But for many podcasters (especially brands) it’s the wrong question. Or rather, it’s the wrong question to start with.

Don’t start by asking how to build an audience for your podcast.

Instead, ask how to build a podcast for your audience.

Why this matters: Everyone who works on a podcast will ask, "How do I build an audience for my podcast?" or "How do I get more listeners?" at some point.

"Build a podcast for your audience" is the best answer I've seen yet.

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2

My Show Isn’t Showing Up In Apple Podcasts. Why?

From Elsie Escobar on the podcastbusinessjournal.com blog:

One of the top questions that podcast hosting and distribution companies get on a daily basis, multiple times a day, is this (or a variation thereof):

I published my latest episode and it’s not showing up on iTunes, what’s wrong? Help!

Before I get into how to troubleshoot this and save you some hair-pulling, stress inducing time, Apple does not want you to refer to Apple Podcasts as iTunes.

They are very much wanting the podcasting industry to say Apple Podcasts when referring to their behemoth podcast directory.

Got it? Ok, moving on.

Write this down: Anytime that you take action with your podcast RSS feed, change an episode name, change the name of your podcast, change your artwork, update your podcast description, release a new episode, etc. EXPECT CHANGES TO TAKE PLACE WITHIN A BUSINESS DAY OR SO.

Why this matters: There was an issue with Apple Podcasts this week that caused a delay in new episodes showing up in the iTunes app (and maybe Apple Podcasts?).

Whenever something like that happens, many podcasters start sending emails to their hosting company's support team, assuming that there's some sort of issue with their hosting platform. (That's not usually the case.)

As you might imagine, having to explain how RSS feeds and podcast hosting and publishing to podcast directories like Apple Podcast works over and over again gets a little tiring. So it's nice to have a pre-made troubleshooting guide like this one to point to.

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3

Vox Media aims for $20m-plus podcast business in 2020

From Kayleigh Barber on digiday.com:

While president of Vox Media Studios Marty Moe wouldn’t disclose revenue figures, he said the goal is to double the eight-figure revenue business. This would mean a minimum of $20 million in 2020. In all, Vox Media worked with over 100 different podcast advertisers last year and he said he expects this number to grow this year, although the focus is on expanding hit podcasts.

The perks of having this many shows, Moe said, is that network already has an ingrained audience exposed to its programming, which enables the division to not only drive those listeners to new shows, but allows Vox Media to sell advertising on the shows faster and more easily than it could previously.

Jeff Ulster, chief content and technology officer of the Podcast Exchange, said that because there are more than 800,000 podcasts available, discoverability for new podcasts is very challenging, with word of mouth, social media and websites being some of the existing marketing tactics for new shows. However, currently the top way to drive the audience to a new show is by plugging the program on another podcast, he said.

Why this matters: Vox makes some of my favorite podcasts, and this is a nice quick look at their operation and the advantages of having an existing audience to promote to when launching new shows.

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4

When It’s Time to Hire a Producer for Your Indie Podcast

From Madeline Wright on wocpodcast.com:

If you’ve ever launched a podcast then you have a pretty good idea of what it takes to be a great podcasting producer. Keisha “TK” Dutes, an executive producing consultant who currently leads the team for the *Hear to Slay* podcast with Roxane Gay and Tressie McMillan Cottom, shares what to look for and when to know it’s time to hire a producer for your indie podcast.

Why this matters: This is great quick explanation of what a podcast producer does, why you might want to hire one, and when the right time to do so is. Hint: If you've never made a podcast before, you should (at the very least) pay for a consultation with an experienced producer to talk through your ideas and get feedback and advice.

And podcast producers: If you're not charging for consulting sessions with people who want your advice or feedback, I'd strongly recommend it. I know you might be hungry for clients, but your time and expertise are valuable.

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5

Behind the Music: Breakmaster Cylinder

From the artist/creator known as Breakmaster Cylinder on Pocket Cast's blog:

Hi there! i’m Breakmaster Cylinder. i write music, i live in space, at least one of those is true for you as well so let’s be allies.

The fine folk at Catpockets asked me to talk to you about some of the themes i wrote. How i wrote them! What i think of them! Such!

Why this matters: Entertaining writing, great music, delightful article. Grab your headphones and check out the tracks.

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6

Podsights, a podcast analytics startup, raises $1.5 million

From Nick Quah on hotpodnews.com:

Here’s my sense of the big picture: Podsights strikes me as the type of thing that sits directly in the middle of two competing industry impulses. On the one hand, you have a chunk of the community that’s advocating for more robust podcast analytics so they’re able to attract, retain, and deepen relationships with more advertisers, most of which are generally accustomed to a certain granularity (and user privacy invasion) when it comes to assessing their ad spends.

On the other hand, you have a chunk of the community that’s vehemently skeptical of, and antagonistic to, any movement to bring podcasting closer to digital modernity for fear of seeing what happened to the rest of the internet happen to podcasting.

Why this matters: Lots of people still working on podcast analytics, but it doesn't feel like we've reached consensus yet as an industry.

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7

First time buying ad spot on another podcast and need help

I came across a thread on Reddit this week from a frustrated podcaster who paid another podcaster to put an ad in their show:

So I gave them a pre-recorded clip to drop into their episode as a mid-roll ad. They said ok and price seemed fair. However when I previewed the live episode the clip is RANDOMLY dropped into the middle of their episode. No Segway, no break in topic, he even cut himself off mid sentence.

Not only is this not what I expected, but this I worry that this piss off potential listeners from my show since they’ll think of me as cutting off their podcast!

Obviously it’s my fault for not vetting this podcast better and clarifying that my ad spot shouldn’t cut off anyone in the podcast, I just didn’t think this needed to be said?

But what do I do now? Just let it be and eat the cost as a pricey learning experience?

I still can’t believe someone would ruin their own podcast like that...

Why this matters: If you're going to put ads in your show, do everything you can to avoid making them a bad experience for your listeners. And shame on any podcaster who takes money and then basically says "screw you" to the buyer and his audience.

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8

6 Ways Independent Podcasters Can Compete With Big Media in 2020

A blog post on Medium from Paul Michaelenko:

When Spotify, Apple, and other apps play the content game, they will always give preference to their own shows. The channels where people listen to and discover podcasts will now prefer content that aren’t yours. Their business model hinges on monetizing content that they own. Spotify is actively acquiring networks and publishers and it is rumored that Apple will follow suit.

The situation is somewhat similar to the US economy: A widening gap between the top 1% and the other 99%.

Are independent creators now doomed?

The playground is certainly now in favor of the big boys. But the good news is that independent creators can exploit the weaknesses of the new landscape.

Why this matters: I have mixed feelings about "big media/money" getting into podcasting, and about how some people react.

Is it a good thing that "big media" is getting into podcasting?

I say yes, it is a good thing that companies and brands are investing in shows if it means more jobs and financial support for podcast producers who love making shows.

Will "big media" podcasts take away attention and resources from the independent podcaster?

If a new show comes along that better serves an audience and has a bigger marketing budget, it probably will take some of the listeners away from a similar show that isn't as good, regardless of who makes it.

We are all in a competition for attention, but one of the best things about podcasts is that anyone can start a show to serve a specific niche audience. Take this show, for example. Could "big media" make a podcast about podcast news and tutorials? Sure. Would it make sense for them to do so? Probably not.

As I'm writing this, I'm realizing that I'm scratching the surface of the topic and I'm not trying to write 2000 words on it this weekend, so instead I'll just recommend that you read the article I linked to above. Paul makes some good points about what independent podcasters can do to stand out and compete effectively for attention in the new podcasting landscape when everyone and the company they work for are starting podcasts.

9

Hernan Lopez of Wondery answers your podcasting questions

From Victoria Taylor on LinkedIn:

*"There’s definitely room for up and coming creators."* That was the key takeaway shared by Hernan Lopez, CEO and founder of Wondery and the guest for this week's episode of You've Got This.

When we announced that Hernan would be answering your questions, the podcasting community here on LinkedIn made their voices heard with over 700 comments, questions, and thoughts on the future of podcasting. On my call with Hernan yesterday, we went through as many of your questions as possible, tackling everything from the future of podcast advertising (hint: it's bright) to how to build your show's audience on a low-to-no-budget basis to the next areas of podcasting opportunity.

Why this matters: Since you're reading this newsletter, I know you'll enjoy this Q&A session.

Questions answered include:

With so many new shows hitting the podcast airwaves in 2020, how can a new show vie for massive attention?

What advice do you have for new podcasters that want to make money from their content with a small audience?

I'm curious to learn more about podcast statistics and successful promotion methods. What tools will soon be available for hosts to understand more about their audience and listening behavior?

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Closing Thoughts

As I'm writing this, I'm chilling in bed in a hotel in Chelsea in New York City. I'm not sure I'd wanna live here (too much winter), but damn I do enjoy visiting. If you're anywhere close to Manhattan or Brooklyn and wanna meet up for coffee or happy hour drinks, hit me up via email or Twitter.

Also, go 49'ers!

Have a great week, and happy podcasting!

Aaron Dowd

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This show was produced by me, Aaron Dowd.Music and SM7B illustration by Sean McCabe.Hosting and technology by Simplecast.