Why Your Radio Station Should Send Somebody To The Podcast Movement Conference
May 24, 2016
At Jacobs Media Strategies, we just wrapped up Techsurvey12, the industry's largest survey of radio listeners. One of the notable findings this year was the growth in podcast listening. Last year, 21% of respondents reported listening to a podcast in the last month. This year, that number grew to 28%. Now that Google has officially embraced podcasting by including podcasts in Google Play Music, that number is only going to get bigger.
Radio stations are perfectly positioned to take advantage of podcasting. The two biggest hurdles podcasters face are (1) building an audience, and (2) monetizing their podcasts. But radio stations already have an existing audience they can tap into, and they already have relationships with clients. Radio stations should have a much easier time succeeding in the podcasting space than the average person with a mic and a basement studio.
So how can a radio station enter the world of podcasting? What's the first step?
Here's my suggestion: Send somebody to the Podcast Movement conference in Chicago this July.
In just three years, Podcast Movement has quickly grown into the biggest gathering of podcasters in the world. I attended last year's conference in Fort Worth, and I found it incredibly valuable, both for the knowledge I gained and the relationships that I developed. But while public radio had a strong presence at the event, commercial radio was nowhere to be seen. That's a huge missed opportunity.
There's much for radio broadcasters to learn about the podcasting space. While we already know how to create great audio content (mic technique, interview styles, audio editing, etc.), there are a differences between podcasting and radio broadcasting. Panels and presentations will cover everything from conceptualization and production to promotion and monetization. This is knowledge your station will need to succeed in an increasingly on-demand world.
Another great reason to attend this year's conference is for the networking. The crowd at this event is different from the one you see at the usual radio conferences. Every now and then, it's beneficial for broadcasters to break out of their bubble and talk to people besides each other. Over 2,000 people are expected to attend this year's event, including representatives from organizations like Wordpress, Dropbox, Audible, Midroll, Libsyn, Blubrry, and WNYC Studios. Your staff could learn a lot by building relationships with the folks who will be at Podcast Movement.
Who You Should Send
There are a few people broadcasters should consider sending to this event: If you have somebody who spearheads digital strategy for your entire company, this person is an ideal candidate. Individual radio stations who are currently podcasting should send their podcast hosts and producers. Individual stations who aren't podcasting yet should find somebody on their airstaff who is passionate about podcasting, whether that person is an overnighter or the morning show host, and send them. Webmasters who are responsible for publishing and promoting podcasts would also learn a lot from this event.
Podcast Makeover Panel
At this year's conference, I will moderate a panel discussion with on-air personality Tom Leykis, talent coach and author Valerie Geller, Rob Greenlee (Head of Content at Spreaker), and Doug Berman (executive producer of NPR's Car Talk and Wait Wait...Don't Tell Me!). My session is called, "Podcast Makeover: A Live Critique Session with Broadcasting Legends."
I hope you can make it out to Chicago this year. If you're coming, please let me know!
NEXT STEP: After you register for Podcast Movement, check out the recording of the webinar I hosted last week: "How to Launch a Podcast: An Introduction for Radio Stations."