Daily podcasts are booming. But here’s why some will fail…

In an increasingly crowded field of Monday-to-Friday podcasts, “The Daily” from The New York Times is still the most popular news show, with about 1.75 million downloads per episode. According to one estimate, the number of daily podcasts has more than tripled in less than two years. The competition now includes news shows by NPR, Vox, Axios, ABC News and The Washington Post.

Ever since its launch nearly two years ago, The Daily” has been my daily habit. Here’s why:

The host, Michael Barbaro.

He’s my pal. A buddy in my ear at the gym, in the car, or on morning walks with our dogs.

I’ve never met Michael Barbaro, but he sounds like a genuinely curious, charming and friendly guy. Writing in The New Yorker, Rebecca Mead calls him the “winning, accessible interlocutor of his news-gathering colleagues.”

He has soul, and that’s surprising perhaps, because over the years The Times has been called “the gray lady”, and is widely considered to be a redoubtable pillar of the elite, mainstream media.

Unlike the newspaper, “The Daily” is informal, even intimate, with moments of spontaneity and humor, as Barbaro lifts the curtain on the bench strength of diligent, hard-working Times reporters who cover their beats with dedication, humility, and street smarts.

Unlike many radio or TV anchors, he never pretends to know what he doesn’t. “The Daily” host is also an ombudsman for listeners as he guides us through the latest perplexing twist of the Mueller investigation or the unfortunate saga that is Brexit.

Barbaro gives us this wonderful sense that he’s hearing each reporter’s insights for the first time.

Same thing with “Serial” host Sarah Koenig, who, despite all her research and carefully constructed scripts, manages to sound is if she’s uncovering the story with you right alongside her. At times we think she’s bemused or even a little surprised as she stumbles across another twist in a complex, tangled web of facts.

The journey is the thing. We know where Koenig’s coming from and that’s a huge reason why “Serial” continues to be wildly successful.

Podcast producers can put too much emphasis on building a show with interstitial music, sound effects, and a multi-layered story arc. But the best storytelling on earth can stumble at the final fence if the narrator or host doesn’t connect with listeners.

And so it is with daily news podcasts. Successful shows need heart and soul as well as a good elevator pitch or a sense of mission. Without them they will fail.

The same is true for small, independent productions who have limited budgets and a relatively small following.

“I cannot tell you how many podcasts I’ve listened to where the host rambles and rants on about their life, their misery, their week, or their kids and family,” laments John Dennis in his recent article in Podcast Business Journal. “You can’t expect to grow, or even retain, your audience if you’re wasting their precious time.”

In addition to adding value or benefit to listeners, podcast hosts must be willing to be vulnerable, revealing something of themselves as they answer the crucial question: “Why am asking you to share some of your precious time with me”.

Richard Davies is the co-host of the weekly solutions news podcast, “How Do We Fix It?” and a podcast consultant and media coach at DaviesContent.com.

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Simple storytelling and the Radiolabification of podcasting.

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I hate to dump on “The Daily”.

Apart from editing and producing our own shows, this brilliant New York Times podcast takes up more of my listening time than any other.  For news junkies, “The Daily” is part of our weekday morning routine. The show’s genial and ever curious host, Michael Barbaro, is like a friend at breakfast time.

So I take it personally when something is not quite right.

Recently, on several “The Daily” documentary episodes, a bit too much production has been getting in the way of the narrative. The informal, often intimate approach that is unique to podcasting,  is occasionally replaced by a more careful and rehearsed construction.

One example came this week in an otherwise gripping episode about the chaotic Trump Administration zero-tolerance policy that led to 2,000 migrant children being separated from their parents.

At one point, the sound of  the computer keyboard can be heard as New York Times national immigration reporter Caitlin Dickerson discusses her emails seeking information on the children from the Department of Homeland Security. To my ears, this was distracting, adding neither information nor enhanced atmosphere. Several other soundbites and mood music tracks also got in the way of the compelling narration.

On “The Daily”, the Times reporters are the stars. Let them unpack their deep understanding of the beats they cover without too many interruptions.

Perhaps you disagree with me or think that this is a trivial quibble. But it’s part of a broader trend in podcasts made by companies, where teams of producers and editors often spend many hours crafting a single episode.

Perhaps they take their cues from “Radiolab“, the critically acclaimed, two-time Peabody Award-winning science and philosophy podcast and public radio show that began life on WNYC in 2002. Over the years, Radiolab’s inventive, playful use of sound has been a delight to listen to.

But maybe the show’s influence on fellow podcasters has become too great.

When podcast creators lack the deep skills of Robert Krulwich and Jad Abumrad, rich, textured sound can be turned into a formula. Some well-written podcasts are burdened by the overuse of ambient sound and music.

This school of complex, layered production can sound precious, and be a barrier to understanding. A podcasting friend of mine from South Asia, who learned English as a second language, calls it confusing. Perhaps that’s because she didn’t grow up listening to the distinct sound of American public radio programs and documentaries.

Usually, spare is best. What makes podcasting and audiobooks so penetrating and memorable is the presence of a single human voice in your ears, telling you a story.

Often that’s enough. Intimacy requires nothing more.

Richard Davies is a podcaster, consultant and media coach. He runs DaviesContent.

 

The f-word podcasters think the most about is….

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Friction is the thing.

It’s not as easy, convenient or simple as it should be to discover podcasts, or find shows that fit your range of interests. Confusion and complexity are holding us back.

The first barrier for wannabe podcast listeners is the prompt. iTunes and other platforms suggest that you “subscribe.” But this is a lousy name for it. Sounds like a loyalty program. Subscriptions involve paying for something, but podcasts are free.

That’s the first piece of friction.

Search is also a big problem. Our news solutions podcast, “How Do We Fix It?” is a show that asks experts about what works to improve civic and political life. But someone who searches for “how to fix it,” “solutions,” “fixes” or “what works”, won’t find our shows. Other podcasters have similar problems.

More friction.

Smart speakers are a huge thing these days. But the vocal prompts for podcasts are not as easy as they should be. Friction!

All this presents a problem and a great opportunity.

Podcasting needs its own industry association or trade group.

Investments should be made by Audible, Spotify, NPR and other big players to produce witty, creative and catchy public information videos and radio spots that would reach out to the tens of millions of people who engage online, but haven’t got a clue how to listen to podcasts. Facebook, where many non-millennials gather, is an obvious place to start. Then advertise on the next Super Bowl!

Big podcasters should launch a contest with an enticing prize for the best five YouTube videos that show folks how to engage with podcasts.

Fight friction with fun.

More than 550,000 podcasts are on iTunes– and the number is growing all the time. Two- thirds of Americans have heard of the term “podcast,” but fewer than one-in-five  are regular listeners. With nearly 50 million regular listeners, podcasting has come a long way in the past few years. But it’s time to take it to the next level.

The launch of the new Google Podcasts app may go a long way towards this goal.  Until now, Apple has been the dominant player. Google says its goal is to help listeners and make it “easier for them to discover and listen to the podcasts they love.” If the search giant uses AI to improve podcast script and voice search, this would be a major breakthrough.

At Podcast Movement in Philadelphia last week, Tom Webster of Edison Research said: “The key to moving from 48 million weekly podcast listeners to the 100 million mark is understanding why those people familiar with the term “podcasting” have never listened.”

48% the “I have’t heard a podcast” crowd say they’re not sure how to listen. A similar number believe, incorrectly, that podcasts cost money and suck up a lot of data. 37% don’t understand what they are.

The challenges are great, but so is the potential to reach into new, and often marginalized communities. Most early podcast adopters were white men. It’s time for industry leaders to be more diverse, and to reflect the country at large.

Fewer than one-in-four podcasts have a woman host. Thanks to Kerri Hoffman of PRX, Laura Walker at WNYC and others, positive, powerful efforts are underway to correct this.  Ethnic, racial, class, viewpoint and geographic diversity are also needed to boost the authenticity, reach and range of podcasting.

Nearly one-in-five Americans own smart speakers. They’re the fastest growing electronic devices since most of us got a smart phone. Smart speakers introduce a different way to listen. Others may be in the room with us. We are not on ear buds nor headphones. Podcast listening might become more social, and in some cases less intimate.

The future for podcasting may include more short quiz shows, games and drama.

How about a 12-minute soap opera with revolving characters that has audiences coming back for more every day? It’s already been tried in the U.K. “The Archers”  has been running for nearly 70 years, with nearly 19,000 episodes under it’s belt. It’s the world’s longest running radio soap opera.

With podcasts, what’s old can be new again.

“Can Podcasting Save The Planet” is the latest episode of “How Do We Fix It?’

Richard Davies is a podcaster, consultant and media coach. He runs DaviesContent.

 

Professors on Podcasts: A Rant.

It’s baseball season, thank goodness. So before I get into my windup and start hurling metaphors, let me say that I love interviewing professors on our podcasts .

These learned souls are almost always thoughtful, highly intelligent, and often funny. Their bases are loaded with interesting ideas. Professors understand nuance and are good at reminding the rest of the world (including Donald Trump) that most issues are far more complex, and indeed more interesting, than they first appear.

This is the nature of the human condition, and why it’s so difficult for data experts to design algorithms that take account of all the delightful complexity of human behavior.

The recent rush to judgement over self-driving cars, universal health care and privacy on Facebook are just three current examples of how so many current debates are poorly framed.

Professors have the luxury of escaping from the daily pressures of the business world, taking a long-term view of the subjects they study.

But they are usually different… especially tenured professors.

What is it about one-YEAR sabbaticals? Say what? For the rest of us workers, small business owners, gig economy freelancers, and salaried professionals, a one-MONTH break would be a total luxury.

And try interrupting professors. Good luck with that! The preferred platform for many university lecturers is neither a chat, seminar nor a brainstorming session. They speak from behind a lectern.

Before each episode with a professor on our weekly solutions news show, “How Do We Fix It?” my co-host, Jim Meigs and I do some podcast batting practice.

Jim starts the interview with a very polite warm-up, telling guests what’s about to happen.

“We’re a fast-paced show,” Jim explains in a somewhat professorial, yet almost apologetic tone. “We try to keep the answers to questions to under a minute. We may jump in.”

Sometimes, this approach actually works. We are able to ask lots of questions and enjoy bantering with our guests.

But in many cases, professors, who give “talks”, and “presentations” aren’t entirely comfortable with the back-and-forth of conversations. They’d rather give five examples than three.

But don’t get me wrong.

Before I get too deep in the count, let me say with as much force as I can muster: Academics are among our favorite podcast guests.

If you’re looking for someone to add intellectual heft, who could be better?

And in our age of distraction, we need to listen more carefully and at far greater length to deep thinkers.

Professors know their subjects inside and out. And many are happy to venture forth with contrarian opinions that challenge the dominant zeitgeist.

However, Jim and I agree: among our absolute favorite podcast guests professors who have also spent some time in careers outside academia— in business or journalism. Not only do they know their stuff, these women and men understand bullet points and deadlines. They tend to be both clear and disciplined in their thinking, and have learned the art of sound-bites and relatively short declarative sentences.

If you are a podcaster or broadcast host, before inviting a professor on your show, get ready to step up to the plate and take a few swings at interrupting your guest.

And also make sure you’ve taken some batting practice first. Read their book before you open the mike.

Richard Davies is a podcasting consultant, producer, interviewer and host. DaviesContent makes podcasts for companies and non-profit groups.

Podcasts: When The Missing Ingredient Is Soul.

If you want to start a podcast, the barriers to entry are low. Good equipment is cheap and there are plenty of smart, simple “how to” guides to get you and your organization in the game.

But what most experts and consultants won’t tell you is that to be successful, your podcast needs soul. You must say something real.

The medium’s intimacy and authenticity are keys to its success. That’s why your podcast has to be three dimensional— not like one of those old Hollywood film sets with nothing behind the nicely painted fronts of stores and houses.

Your host needs should be honest, hilarious or, at the very least, a brilliant faker.

Personally, I’m not a huge fan of the hit show “Pod Save America”. But what the smart-ass uber-liberal hosts do have is soul. Their mission— delivered with passion and a dose of humor— is to save America from Trump and his fellow travelers by trashing anyone who doesn’t agree with their view of the world. You know where these guys are coming from.

Your podcast doesn’t have to come with a passionate or political point of view. But the hosts must believe what they say.

Millennials— the target audience for most podcasts— come with finely-tuned B.S. detectors. They know when they’re being duped or played.

Bragging or reminding your audience what makes you special simply won’t cut it. Deliver the goods, and do so with the minimum of fuss.

Unlike You Tube Channels, TV or even broadcast radio, podcasters don’t need bells and whistles to be successful. Most listeners start at the beginning and will stay with you for the entire show, especially if the episode is under 25 minutes.

From Dan Carlin’s “Hardcore History” to “Armchair Expert With Dax Shepard”, top-rated podcasters know that a simple interview format can work just as well as “The Daily”, “Invisibilia” and other intricately-produced programs.

Podcasts are wonderful ways to enhance your reputation as a thought leader or innovator. But when you open the mike, make sure you speak from the heart.

Richard Davies is a podcast host and consultant. His firm, DaviesContent, designs, produces, and edits podcasts for clients.

On podcasting: the small picture

The other day a young man in his 20’s told me something very sad.

While he has a strong moral sense and believes in the necessity of profound political change, and would like to do something to make the world a better place, he doesn’t know where to start.

My friend sees no connection between his actions and how to be part of a movement to promote justice, trust and greater social harmony. He feels powerless and dispirited. Disconnected.

The best advice I could think of was to throw a pebble into the ocean.

Look at the small picture.

Do something— anything— I suggested, that might help someone less fortunate than yourself. For instance, it could be as simple as signing up for Reading Partners, a non-profit group that trains volunteers to give one-on-one tutoring for 45 minutes, twice a week, to school kids who are behind their grade level in their reading.

The experience of volunteering can change your outlook on life.

From church groups to social causes, there are countless local, neighborhood efforts happening now to knit together the social fabric that we need to build a more caring, sharing society.

Maybe this young man should use his own skills to teach others what he knows: Promoting their sense of curiosity and wonder.

For me it was podcasts.

After three decades of covering breaking news at a national radio network, I was also frustrated. For a long time I had found the fast-paced daily work to be fascinating and even at times, thrilling. My career had been a gift.

But a few years ago, it started to feel a bit routine. The hourly focus on clashes, contests, calamities and celebrities that is the stuff of broadcast news was becoming more of a grind than a source of fascination. Rarely did we cover those who were calling for constructive alternatives to what was going seriously wrong in our country.

We were not giving an accurate picture of the world. Civics and the critical workings of democracy were not part of the daily news agenda.

But I also wondered about myself. Was I becoming part of the problem— an old and weary grumpy guy, who was perhaps jaded?

I didn’t want to be that person.

My answer was to change careers and became a podcaster, and help others put their message across.

My own pebble in the ocean has been “How Do We Fix It?”— a weekly podcast that I make with Jim Meigs and Miranda Shafer.

On each episode we try to promote empathy, problem solving and constructive ideas aimed at bringing people together, rather than bellowing across the political canyon at the other side.

We also have fun doing it.

Instead of covering the who, what, when, where, why of news, we ask “now what?” Experts are challenged to come on the show and discuss potential solutions to problems that they’ve spent years studying or investigating.

Podcasts are ideally suited for this kind of experiment. They connect the the head and the heart. People usually listen when they are on their own, away from the distractions of their phone and computer screens, when they are likely to be a little more reflective and able to reconsider their view of the world.

Listening to podcasts can offer a way to open your mind.

No matter how small the audience, or simple the format, the best podcasts follow their own path, throwing caution the wind. As a lover of history, one of my favorite examples is the “fireside chat” 4-hour monologues on “Hard Core History”, hosted by Dan Carlin. Each one tells a carefully crafted account of the past. There is not a speck of fat on those shows. They are pure meat.

Anyone who watches TV, goes online or listens to the radio is exposed to a fire hose of information. We are subjected to a mostly negative and overly dramatic view of current events.

The intimate world of podcasting contains an almost infinite range of possibilities to bring us together. Here’s hoping that you will decide to take a dip and jump into the ocean!

Richard Davies is a podcaster and Podcast consultant, who helps people, companies and causes to tell their story through podcasting.

How Do We Fix It? No. Never Make a Podcast Unless…

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I’ve been into audio ever since I was a little kid who slapped 45 rpm green, red, yellow and orange Disney discs onto the record player my parents gave me when I was six years old.

The stories, voices and jingles really were music to my ears.

Not long after college, to no-one’s great surprise, I landed my first job in radio. I spent well over thirty years at stations and networks doing the thing I loved.

Last year, with my pal Jim Meigs and producer Miranda Shafer, I started “How Do We Fix It?”– a weekly podcast.  We’re having a fun ride and I feel privileged to meet a lot of great people along the way.  Our 86th weekly show is currently in production.

At its best, podcasting is remarkably intimate and honest – without noisy distractions.  Just you and another human voice in your ear.

Unlike broadcast radio or TV, listeners are the programmers, deciding exactly when and what they want to spend their time with. They give us podcasters their pure, undivided attention. In every way they are our equal – never to be manipulated, pandered to nor shouted at.

Sounds like the perfect environment for a content producer.

But let’s face it: many podcasts are crap – weeds in the ever growing audio jungle.

And not just the two-guys-in-a-garage kind of spontaneous podcasts. Even well-made, sophisticated shows are often way too long, self-indulgent and without a clear purpose.

Your audience is busy and has vast array of audio offerings to pick from.  Many of us listen on the go – in the car or at the gym.  The average American commute time is about 25 minutes.  Most podcasts last at least half an hour. Mistake.

The first don’t of podcasting is never waste their time. Make a show with purpose that doesn’t last quite as long as you – the podcaster – want it to.  Don’t be afraid to slice out a few minutes.

Leave your listeners wanting more after each episode. Also answer this question: “Who is your audience?”

The second don’t:  Forget about making podcasts unless your brand, company or cause already has followers or subscribers.  This medium is a great way to forge deep, authentic connections with your people, but on its own – without a website, blogs and other forms of content –  you won’t make a splash. The only exception is if you’re already famous.  Anderson Cooper, Alec Baldwin, Snoop Dogg or Shaq can operate by their own rules.

Podcasting is special – different from radio and certainly not merely the audio track of a You Tube video.  Respect your audience.

Third don’t: making a podcast “live” or on the fly is rarely a good idea. Edit it and listen with a critical ear.

The fourth don’t is about lack of commitment. While podcast equipment is cheap and the launch costs are small, the process can be surprisingly time consuming. Unless you are prepared to go long and deep with your podcast project, don’t start.

A weekly show may not be necessary. You could release a new series every few months. But whatever the plan of action, successful podcasts require follow through.

Google “how to make a successful podcast” and you’ll get lots of enthusiastic ideas about equipment, theme music, social media and the need for passion. Much of the advice is helpful. But be wary of those who only explain the do’s and not the don’ts of podcasting.

Richard Davies is a podcast consultant and program maker. Find out more at daviescontent.com.

 

 

 

How Do We Fix It?  You and Me.  Our Role in Partisan Divide

 How many times have you heard someone say: “I’m fed up with the campaign and politics in general.”

That’s hardly surprising at a time when media coverage has focused on personal insults, name-calling and partisan gridlock, instead of governance and compromise.

But much of this is our fault. Not just the politicians.  From older angry white men (Trump supporters) to idealistic Millennials (Bernie backers), voters have repeatedly rewarded candidates who use angry rhetoric and blame others for the country’s problems.  Sanders bashes Wall Street “crooks”, while Trump attacks Mexican immigrants and Muslims.

Among the candidates of left and right who have pushed back against this trend, only Ohio Governor John Kasich has won more support than expected.  

“We live with the dysfunction of partisan behaviors and believe we must and can do better,” says Joan Blades, co-founder of the non-profit group, LivingRoomConversations.org.  She makes the case for personal dialog across party lines, arguing that it’s a key part of changing the way all of us think about politics.

A strong progressive, who co-founded the liberal activist group, MoveOn.org in the late 90’s, Joan says you’ll never convince anyone with an opposing viewpoint unless you listen to them first. 

“One of the problems progressives have right now is that if they run into someone who doesn’t believe in climate science, they roll their eyes.” As soon as you do that, “you’ve lost your conversation,” Joan says. “Nobody listens to anybody.”

Americans need to find new ways to speak about our differences and visit websites with opposing political opinions from their own.  Speaking with those you don’t agree with is part of the solution.

 “It’s actually really fun having a living room conversation,” she tells us on episode 44 of our podcast, How Do We Fix It? “They’re more fun than if you have a bunch of people around and you what they’re going to say.”

LivingRoom Conversations.org has simple for ground rules for each meeting – encouraging participants to be curious, show respect and take turns.  

Listening to people is the best way to get people to listen to you. These conversations are not debates. Instead of winning, the aim is come up with solutions.

The group’s guidelines are open-source. People can use whatever works for them. I want to host one.  What about you?  And what topics might work in these settings?  You can find examples at  LivingRoomConverstions.org.
   

Seeking Solutions in an Age of Division, Despair and Donald Trump

  
Take a look at this slide. It’s all about hope and building a better future.

The 7 P’s were for podcasters who gathered recently at Podcast Movement, an annual industry conference held in Texas. As I’ve written before, the event was a rally: a celebration of what we do in podcasting. The message was overwhelmingly positive.

But have you ever wondered why the language used to discuss business and politics are so different?

When company profits or sales are down, ideas are shared about how to change course.  At the best institutions and firms, innovation and fresh thinking are encouraged, especially when times are tough.

Not politics.  Outage and disgust are Donald Trump’s currency.  

Instead of offering a detailed, well-thought out vision for the future, what we get are furious outbursts and personal put-downs. Much of the news media only make it worse by feasting on controversy and highlighting the day’s most outrageous comments.

That’s why my friend, Jim Meigs and I decided to do “How Do We Fix It”. Both of us spent decades as mainstream media journalists, and we thought there was room for a show about solutions. So far we’ve done 14 weekly podcasts on matters that matter: From parenting and personal debt to politics and identity theft.   

The latest show came this week in response to the turmoil on Wall Street, when words like “fear”, “pandemonium”, and “panic” were being used to describe the stock market.

We were lucky when Redfin Senior Economist Nela Richardson promptly said “yes”, to our invitation to be the guest on our latest show. With rich experience in the private sector, academia, think tanks, and as a regulator, Nela is an economist who knows her stuff and can talk about it in an engaging way.

  
While she told us that the stock market turmoil was “shocking”, Nela also said “it’s important to remember that the stock market is not the economy.”

“The economy hasn’t changed. It’s still slowly humming along, and a lot of the fear and panic came from overseas markets. It wasn’t home-bred like the financial crisis eight years ago. There’s a big difference between now and back then.”

One takeaway from our interview was “keep calm”. Compared to most overseas economies, the U.S is doing reasonably well. This week’s volatility was largely caused by fears of a sharp slowdown in China.

Nela’s special focus is real estate and young home buyers. The outlook for 2015 “looks really good,” she says. “The housing market is going to out-perform last year’s level.”

But what concerns her is that incomes are flat and that many college graduates have much big student loans to pay off. “Wages are really stagnant and yet we see every month that house prices keep grow a little a bit higher.”

On the other hand, interest rates are very low and inflation shows no sign of being a threat soon. Most millennials are patient, says Nela, and don’t appear to be in a hurry to buy their first home.

But there are signs that more young adults are responding to the housing crunch in the most expensive markets on the coasts by moving to cheaper areas.

“There are some places where we still see a lot of affordability… Places like Oklahoma, Texas and South Carolina, where you can still get a good job make a good living, provide for your family, and buy a home.”

As for solutions, Nela says: “I think we need to get smart about home ownership policy.”

Because of rising income inequality, “the next generation of homeowners are going to be less wealthy, more ethnically diverse and without the same resources as previous generations. We need to figure out how to extend credit without tanking the financial system.”

“I think there are ways to acknowledge the new forms of households that we’re seeing growing up all around us.” Nela suggests that banks should be more creative about lending money to baby boomers and millennials who buy property with friends.

“There is really no banking product that takes account of three or more household incomes.” Multi-generational households with more than two wage earners are quite common among Hispanics and some Asian communities.

 “Why not create products that make sense for the new types of families and households that we are seeing pop up.”

 Another way for homebuyers and banks to respond to the changes in the economy is view rental income from spare rooms in a positive light.

But many people may never be able to afford a mortgage. “We are going to see more renters in the next ten years that homeowners. We have to make sure people have a place to live.”

As urban areas expand, says Nela, local and federal home building policies should reflect the these changes. And better data collection will be needed to show where the needs and demand for housing will be greatest.

Next week, we’ll be looking at another part of our rapidly changing economy: the jobs market. We’ll focus on fixes and real-world ideas for change.  Want to find out more about “How Do We Fix It?” Head to our web page and sign up for “The Fixer”, our newsletter.  

Podcasting Movement:  Kind of Like Woodstock Without the Sex, Mud and Rock n Roll

  
Actress and comedian Aisha Tyler on podcasting:  “I do it because I love it”

I’m just back from Podcast Movement, the annual pep rally, support group and two-day college course for podcasters in Fort Worth.  Chances are you’ve never been to an industry show quite like this one.

1100 attendees paid $500 each, plus hotel and airfare, for an earnest and at times joyous lovefest.  Think Woodstock minus the sex, mud and rock & roll.  What a way to network: I came with nearly 200 business cards for my How Do We Fix It?  podcast, and left with only a handful. 

“Podcasters enjoy being together. They want to learn from the best in the industry,” says Jared Easley, co-founder of Podcast Movement. 

 Most were either wannabe podcasters, or newbies like me, looking to learn all they can about their chosen passion. They’re their own program directors, show hosts, engineers and sales team. Most of us here haven’t made a dime from our shows … yet.  

But hope springs eternal. It’s been a heck of a year for this chaotic, young online industry since the first, and much smaller, Podcast Movement conference that was held last summer.

Weeks ago, in late June, President Obama appeared in-person for an episode of WTF With Marc Maron, recorded in the comedian’s garage at his house in Los Angeles.

Since rolling out last fall, the hit show “Serial” has been downloaded an astonishing 94 million times. Its runaway success sparked a wave of mainstream media coverage about podcasting in The New York Times, Wall Street Journal, Saturday Night Live and many other places.  A playful video segment on The Tonight Show with Jimmy Fallon last fall featured Ira Glass of “This American Life,” and a woman in her late-80’s, describing how easy it was to listen to a podcast.

Marketers and tech firms are taking note of podcasting’s recent growth. Some companies sponsored booths and took part in Q & A sessions. Many programmers, marketers, equipment vendors and automobile manufacturers have beefed up their investments. Audible (owned by Amazon) is jumping into podcasting, and Apple embedded a purple podcast into the iOS operating system on iPhones and iPads. 

 “I do it because I love it,” declared actress and comedian Aisha Tyler, well-known for hosting “Whose Line Is It Anyway” on ABC. In a speech that was frequently interrupted by laughter, cheers and applause, Tyler spoke of her own success and struggles in making “Girl on Guy,” the four-year old weekly podcast, where she interviews her favorite male celebrity friends. “It is the purest expression of what I do,” she said. 

Another keynoter was Lou Mongello, author, host and producer of the WDW Radio Show podcast. He urged podcasters “to be passionate, persistent and patient about what you are doing.” 
The audience can hear the passion in your voice, Mongello told me. “Worrying about your microphone, your plug-ins and your software is secondary to finding your voice and finding your audience.”
 There are said to be roughly 300,000 podcasts in production today in The United States. From self-help to sales shows, comedy to current affairs, they include an astonishing range of subjects, formats and production standards.  

“For someone who’s interested in learning, or having a laugh because life is challenging, I think podcasting is an amazing blessing,” says conference organizer Jared Easley. “There are so many good and talented people who are putting so much time and energy into content.”

But will they make money? That was the uneasy question hanging over this event. There are only a small number of podcasts that give their creators anything like a comfortable living. 
The only safe bet is that an industry shakeout is coming.  But while podcasting is still fairly young and cool, it’s great fun to be along for the ride.  Kind of reminds me of the early days of FM rock radio, before the slick program consultants crashed the party.