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.

Hey, Hillary! Tell More Stories.


By most measures Hillary Clinton had a pretty good night in her first debate with Donald Trump.  But something was missing.

Her disciplined performance may have convinced wavering voters to be somewhat more comfortable with the idea of her as President.  Clinton’s cool, calm demeanor contrasted with Donald Trump’s repeated interruptions and bluster.  She was also successful in getting under his skin.

However, Clinton did little to overcome her two biggest negatives: likeability and trust.  Neither did Trump.  Both are still disliked by surprisingly large numbers of voters. 

In the two debates to come, the breakout candidate could be the one who tells the best stories.

Clinton’s strongest moment on Monday night came right at the end of the 90 minute debate, after many may have turned it off.  She raised the case of former Miss Universe Alicia Machado, who Trump had called “Miss Piggy” and “Miss Housekeeping.”

She made it personal. Her remark struck home because it was about a woman who many viewers could relate to.  

Same thing when Clinton talked about her late father and his work as a drapery maker. 

“Donald was very fortunate in his life and that’s all to his benefit. He started his business with $14 million, borrowed from his father,” she said.  “I have a different experience.”

In podcasts, the most successful moments are often the most intimate. When podcast guests share something unrehearsed, unexpected or emotional from their lives, they lift the curtain on they are and establish trust with the listener. 

All too often Clinton talks about “it” – policies and programs – while her opponent talks about “me” – himself.

Donald Trump could also be a much better storyteller. And given his extraordinary success in building his brand, it’s surprising he doesn’t know this.

Instead of talking about the “rigged system” in the abstract, Trump could share stories of the working class Americans he speaks for, who’ve seen their living standards decline in recent decades.

In the weeks to come, a personal touch potentially would have a far greater impact than his angry attacks on illegal immigrants and free trade. It would also counter the impression that Trump lacks empathy and is obsessed with his own success. 

Ronald Reagan understood this trick all too well – much to the frustration of his liberal opponents.  In debates and speeches, he always had a good tale to tell.  Skeptical voters who’d been warned that Reagan was a shallow extremist would ask themselves: “How this man be mean or out of touch when he was such a good storyteller?”

It was of Ronald Reagan’s great secrets. But then he was an old radio guy. He knew the stuff that today’s podcasters learn along the way.