👋 Hey there, I’m Miguel and welcome back to Podwires.

I just want to say a big thank you to everyone who has signed up for Podwires for free or has contributed in any way!

Podwires readers get journalism that is free from political and financial influence. You can still help us continue our work by supporting us on Patreon or by sponsoring our newsletter.

I just want to say a huge thank you to everyone who has signed up for Podwires for free or has contributed in any way!

We love hearing from you! Your feedback is invaluable as we work to make our newsletter the best it can be.

As always, contact me via email, and don't forget to sign up for this newsletter here if you haven't already. Encourage a friend to subscribe as well!

Today’s issue takes11 minutes to read.

Let’s dive in on today’s newsletter. - Miguel Bada

🎙️TODAY’S BRIEF

• 🔥The Role of Barometer in Enhancing Brand Safety in Podcasting

• 🚨 Podcast Insight: AM/FM Radio's Unmatched Popularity Among U.S. Drivers Revealed

• 🌏 Podcast Elsewhere:  High-profile Spotify podcast host Bill Simmons is in discussions to leave the platform to launch a new platform once his contract comes up in early 2023.

• 🛠️Hire a Podcast Producers : Ellen Tanchoco

📈 MARKETS

As of 9:00 AM ET( Thursday) . Data is provided by Yahoo Market

🔥The Role of Barometer in Enhancing Brand Safety in Podcasting

An AI contextual engine that empowers innovation in legacy contextual targeting and brand suitability, Barometer brought together DCP, a media agency with a mission to raise underrepresented voices, in order to offer the Black Podcast Coalition for brand safety and suitability.

What is the Black Podcast Coalition, and what does it do?

The Black Podcast Coalition consists of many major networks and shows, such as XYZ Network and ABC Show, with a large black demographic. It looks to amplify the voices and perspectives of Blacks in the podcasting industry.

Why is this partnership important?

The deal allows for BPC's capacity to track and certify podcasts for brand safety and brand suitability, representing a unique marketplace for brands and agencies looking for engagement with Black audiences on significant sale basis.

BPC will provide an advertising marketplace where black podcasters can monetize unsold inventory through avenues for cross-promotional marketing opportunities that could help members run joint campaigns or other collaborations. For decades, brand safety technology has exempted black voices simply based on keywords.

Barometer's Vision for the Black Podcast Coalition:

This is basically what Barometer does: scale advertisers in podcasting and help them get past objections around the content because of transparent data. While the BPC can service creators and advertisers alike, it also continuously vets new member publishers for high-quality content and brand safety standards within the coalition.

The Impact of BPC is, therefore, very important.

BPC is an NMSDC-certified, minority business marketplace that speaks to diversity and inclusion in its advertising to Black audiences on audio and video platforms. The Black Podcast Coalition opens the way for Black podcasters to have sustainable income while teaching and certifying Black podcasters in Brand Safety and Suitability.

It is NMSDC-certified as a minority/black-owned business. This provides an added seamless way to represent financial commitments to minority creators and businesses for brands. The BPC marketplace empowers brands with effective ways of targeting Black podcast audiences, complete with reassurances around safety and suitability.

Our View

The BPC marketplace supports Black creators and gives opportunities to brands for its proper reach to diverse audiences. This initiative in the audio and video industry is targeted towards the fairness of advertising, hence giving equal opportunities to diverse creators and audiences.

PRESENTED BY PODWIRES MARKETPLACE
Hire Top Independent Podcast Producers for Your Business

Podcasting is a powerful way to grow business, and Marketplace Podwires is here to assist you in the easy hiring of top-rated independent podcast producers. Be it branded podcasts that share your products with the entire world or internal series aimed at engaging and energizing your teams, our expert producers can craft stories that meet any brief and bring more personality to your brand's voice. Begin with Marketplace Podwires, and find a dream producer for your project today!

Learn More

This section is a paid advertisement. If you are interested in advertising, let's talk.

📊 STATS CENTRAL

Global Downloads, UMA, and US UMA had big increases for Global Publishers and ranking participants during July 2024. According to the Podtrac rankings, three US ranking participants reported a month-over-month increase in US Downloads, while eleven US ranking participants reported an increase in US UMA over the month of June.

Data is provided by Podtrac

🚨PODCAST INSIGHT 
AM/FM Radio's Unmatched Popularity Among U.S. Drivers Revealed

The Cumulus Media | Westwood One Audio Active Group® carried out a special auto brand analysis of Edison's long-running audio tracking study, "Share of Ear," for the second year.

The Revelations :

The study surveyed 4,000 Americans each year to measure daily reach and time spent for all forms of audio. Edison 'Share of Ear' data helps product design and operation teams at auto manufacturers understand the broad reach and massive usage of AM/FM radio among their customers, and what it means for auto brand marketing teams.

It finds that, among all in-car audio time for U.S. drivers, 60% is to AM/FM radio, ad-free and ad-supported combined. The next closest competitor is SiriusXM ad-free music channels at 13%.

Coming in with 86% share of in-car ad-supported audio, AM/FM radio is the leading force on the roads, providing tremendous opportunity for auto OEM marketing teams to grow auto brands with auto intenders.

The share of listening to AM/FM radio that occurs in vehicles has increased dramatically in the past two years—from 40% to 49%. Prior to the pandemic, it had been around 50%.

Edison Research's "Share of Ear" study documents big ways in which a variety of platforms are changing how much time drivers are spending with audio—and it shows how ad-supported brands like Spotify, Pandora, and SiriusXM are faring in the mix.

Indeed, as the study points out, primary drivers of cars or trucks spend the most time driving or riding as a passenger. In all, among the driver of Toyota Motor Industries, 62% of all the audio time is dedicated to AM/ FM radio, while 90% of ad-supported audio is spent listening to it.

It was also found that the drivers and passengers of the brands BMW, Chevrolet, Honda, Hyundai, and Jeep spend their maximum time driving or riding. Among them, 39% of the total audio time is consumed by AM/FM radio, while 70% and 79% are consumed by SiriusXM and Spotify, respectively. SiriusXM also backs other streaming audio/other platforms like Pandora, Amazon Music, Apple Music. It also backs podcasts and music videos on YouTube.

The Data and Sources :

A study on the "Share of Ear" survey conducted by Edison Research among 95 people aged 18+, focused on the question of their primary car or truck and what kind of music they spent the most time listening to.

What is the conclusion?

The study underlined how ad-supported content powers and powers driving habits among drivers aged 18+. With multiple ways to listen through platforms like YouTube, Spotify, and other avenues, drivers can further make their in-car audio experience the best it can be and contribute to the overall habits of listening.

Our Take:

Knowing how ad-supported content drives their habits is important for making our shows more relevant and interesting for the kind of people we want to reach. By knowing just how integral sites like YouTube and Spotify are to drivers' audio listening experiences, we can create better, more useful content for our listeners.

🌎PODCAST ELSWHERE

1. 🇬🇧 United Kingdom : UK independent podcast company, Goalhanger, had record numbers of downloads and views during its fully independent output in the three months from May to July. The shows "The Rest Is Politics" and "The Rest Is Football" reached more than 21.6 million total downloads and full episode YouTube views during the General Election campaign and the Euros.

2. 🏴󠁵󠁳󠁮󠁹󠁿 New York : High-profile Spotify podcast host Bill Simmons is in discussions to leave the platform to launch a new platform once his contract comes up in early 2023. According to reports by the New York Post, Simmons has had exploratory discussions with other companies about launching a new platform.

3. 🇨🇦 Canada : Circuit 04: Firsts Call for Submissions Now Open through September 15! Audio Flux is a home for independent audio, new voices, and big ideas in podcasting.

4. 🇦🇺 Australia : SBS Australia has an open call for innovative podcast ideas to pitch to the platform, offering funding for its picked and unique English- and other languages-based series. Meanwhile, The Nova Podcast network and its library of podcast content are being promoted by NOVA Entertainment through a marketing campaign.
   
   

NEWS UPDATE

• A study by Edison Research and audiochuck, the True Crime Consumer Report, explores the appeal and changes related to true crime podcasts. The study will have its world premiere in a keynote address at Podcast Movement in Washington, D.C. on August 20, 2024 at 9am EDT.

• Podcast Movement is proud to release that this year's version of The Podcast Landscape, the largest public podcast usage study in America, will be presented by none other than Sounds Profitable's Tom Webster.

• An expert panel on "Building Podcast Franchises" includes former Navy SEAL John Allen, CEO Nick Witters, and creator Luke Lamana. Content creation in the area of audio will be discussed along with consumer product licensing, fan engagement, and general expansion of podcast brands. Panel lists meet Thursday, August 22.

• Tori Dunlap and Hala Taha are podcasters who have ripped the blueprint on scaling an enormous audience within a skeptical media environment. They explore ways to build a loyal audience, trust between creators and listeners, and advertisers. At no point in history has podcasting been more relevant in this media era. They'll hit the stage on Wednesday, August 21.

🚀HIRE A PODCAST PROFESSIONALS

👉 Would like to be featured in our newsletter?. Come along with the growing number of podcast creators who rely on PODWIRES Marketplace to make their journey easier. Register right away.

📢 WHO’S HIRING?

• The Guardian UK is now looking for an Audio Producers and be a part of a diverse and inclusive global organisation that delivers fearless, investigative journalism, and holds power to account.

• New Zealand Media & Entertainment(NZME) is hiring a Commercial Lead - Digital Audio.

• Reuters is looking for an experienced Podcast Producer to join the team responsible for Reuters World News, our fast-growing daily show, and help shape our expansion of audio programming.

📌 NOTICE BOARD

• August 19-22: Podcast Movement 2024 - Washington, D.C.

• September 3: Podcast Day Asia - Kuala Lumpur, Malaysia

• September 2 - 4 : Radiodays Asia 2024 - Kuala Lumpur, Malaysia

• September 18 : Radio Academy Festival 2024 - London, UK

Visit Podwires Marketplace to post your upcoming events or job openings for free.

🔆 FROM OUR COMMUNITY

• Roni Gosch wrote in the latest Podbean blog about Turn Your Blog Into a Podcast!

• Joni Deutsch has a great article about how to win a podcast award and why it helps with podcast growth.

• Check out Morgan Swift's blog post "How to identify an ideal cross-promotional partner" if you're trying to grow your podcast audience.

• Katie Paterson wrote an article about which social media platforms that actually work for Podcasters.

• Caitlin Macleod, a business expert, wrote a great article about "Article X" and how it can help you grow your podcast. The article is called "Article X is the Future of Podcasting AI."

🛠️ PODCAST TOOLBOX

Welcome to the Podcaster Toolbox, a crowd-sourced resource for independent, DIY, and/or beginning home-based podcasters.

The Kangaroofern Media Lab team will review the resources submitted here and add them as soon as possible to the Podcaster Toolbox.

• 🏜️ Transistor.fm - is a powerful and simple podcasting platform. The ability to host multiple podcasts on one account makes it ideal for podcasters with multiple shows.

• 📢 Zencastr is an all-in-one podcast production suite that gives you studio quality audio and video without needing all the technical know-how.

• 🎙️ Acast - is a podcast hosting service that enables you to publish, share, and earn money from your podcasts.

• 🎧 Epidemic Sound - is a company that provides content producers with access to a sizable library of royalty-free music.

• 🔊 Soundstripe is a platform that offers thousands of royalty free music, sound effects, and video for your projects.

• 📼 Tubebuddy - is a complete tool for YouTube channel management and growth.

• 📹 VidIQ - is a website for learning that focuses on offering video tutorials and analytics to aid users in expanding their YouTube channels.

• 🪀 Swell AI turns podcasts or videos into transcripts, clips, show notes, articles, summaries, titles, newsletters, social posts, and more.

• 📬 SparkLoop is the fastest way to get a newsletter referral program — like TheSkimm and Morning Brew — up and running.

• 🎚️ Riverside is your online studio for high-quality podcast and video recording and editing.

The complete Toolbox can be seen at https://marketplace.podwires.com/toolbox

DISCLAIMER This podcast toolbox includes affiliate links If you decide to make a purchase using them, we may receive a small kickback which helps to support the newsletter which allows us to operate it. Thanks in advance!

Podwires is here because of our incredible partners' unwavering support.

FROM THE TEAM

📖 I appreciate you taking the time to read! See you in the next issue. Got a question or criticism? Just click on Reply. We can talk while we are here.

🎧 Check out our podcast, the one and only "That Podcast Exchange” - This podcast is an insightful conversation with people at the top of their game and deconstructs them to find the tools, tactics, and tricks to help you achieve your dream goal as Podcast Manager.

✍️ Give us a press release and a good-sized landscape photo. Make sure it's newsworthy. Send press releases to [email protected]. Editorially, we may rewrite headlines and descriptions.

📬 Sponsor us and get your brand in front of thousands of Independent Podcast Producers and podcasters. Email us at [email protected] for more information or as personal supporters via Patreon, as your contributions help us enhance the experiences of all our users.

🖊️We are delighted to hear from our subscribers! We would be happy to publish your testimonial if you have found our newsletter to be helpful or if you have a success story to share. 👉 Post a Testimonial: https://testimonial.to/podwires

🚀 We are here to help you succeed! Fill out a 5 minute survey and tell us more about your business and yourself. These questions will help us better understand you and promote your business as part of our mission. It’s a win-win!

The Podwires readers receive journalism free of financial and political influence.

We set our own news agenda, which is always based on facts rather than billionaire ownership or political pressure.

Despite the financial challenges that our industry faces, we have decided to keep our reporting open to the public because we believe that everyone has the right to know the truth about the events that shape their world.

Thanks to the support of our readers, we can continue to provide free reporting. If you can, please choose to support The Podwires