Today's newsletter is (once again) powered by Podwires Marketplace. The Podwires Marketplace is an easy platform to find top podcast service providers and podcast producers. We've handpicked them and we're ready to bring your big or small project ideas to life. Together we can easily achieve your business goals!

Discover podcast experts who understand your market and can effortlessly help you grow your business.

Learn more right on the home page → https://marketplace.podwires.com

👋 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.

We'd love for you to take the survey at the end of this issue and let us know what you prefer! We absolutely love hearing from our wonderful Podsky!

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 takes 5 minutes to read.

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

• 🔥Study Highlights Young Listeners' Preference for Spotify and YouTube

• 🚨 Podcast Insight: The Impact of Ad Skipping on Podcasting and Creators

• 🌏 Podcast Elsewhere: Leveraging Podcasts in Programmatic Advertising: Insights and Future Trends

• 🛠️Hire a Podcast Producers : Michelle Abraham

MARKETS

As of 6:30 PM ET (Wednesday) . Data is provided by Yahoo Finance

🔥Study Highlights Young Listeners' Preference for Spotify and YouTube

.As Edison Research Share of Ear study turns 10, Podwires would like to extend warm anniversary wishes.

The Revelations

As we celebrate the 10-year anniversary, Edison Research's Share of Ear® study conducted between 2002 and 2011 reveals that today's 13- to 22-year-olds are spending more time listening to music on Spotify, 22% and YouTube, as opposed to AM/FM Radio at 20%.

Spotify captures 24% of all audio consumption time for the age group, while YouTube takes 28%. In contrast to linear options, it is on-demand options—streaming and, mostly, YouTube—that are tending toward this direction.

The study also factors in podcasts on Spotify and on YouTube; Spotify accounted for 24 percent, with YouTube at 28 percent of all audio consumption time for this age group. Looking ahead to 2034—when this group will be ages 23-32—is rather interesting when thinking about how this group's listening to audio may change.

The Data and Sources :

Share of Ear® is a share of ear survey. It's a quarterly, in-person measured diary survey capturing all audio listening throughout the day—any place, any device. 

Why this matters:

This information would enable advertisers and content providers to better understand which radio station formats the various demographic groups are listening to. Businesses working within the audio industry, such as radio stations or streaming services, can use the data to serve their strategic decisions in responding to preferences and behaviors of the audience.

Our Take :

Knowing how diverse age groups listen is very important for a podcast creator to effectively tailor content in order to connect with the desired audience. One is able to maximize engagement and reach by careful consideration of topics, episode lengths, and release dates based on the analysis of this data.

💥 Attention, podcasters!

Introducing “Podwires Marketplace” - the ultimate marketplace for taking your show to new heights. Experience a seamless platform that streamlines your podcast production process, empowering you to create professional-quality episodes with ease.

1. Effortless Collaboration: Connect with talented audio professionals who can elevate your podcast's production quality.

2. Comprehensive Services: From editing and sound design to marketing and monetization, find all the resources you need to thrive in one convenient place.

Join the thriving community of podcasters who trust Podworks.io to simplify their journey. Sign up today and unlock the full potential of your show!

🚨The Impact of Ad Skipping on Podcasting and Creators

A recent study by Sounds Profitable—Ad Nauseam investigated consumer perceptions of podcast advertisements. It was established that people skip podcast ads for several reasons rather than a single monolithic one. Others complain of bad ads or ads that do not tell them something new, are poorly targeted, or have no relevance to meet their needs.

This is Tom Webster's revelation in Sounds Profitable.

Webster explained that skipping ads hurts not only the show, but also the whole industry; after all, advertising does work. Brands do it because they're smart that way. Ads only work when they're heard. Even if the show receives a CPM/impression rate for the unheard ads, the performance of those ads determines the purchase of more unheard ones. This reduces the effectiveness of the ad, the campaign, and even the perceived value of podcasting.

Ads are not the only way to monetize a podcast, but they are the primary means. Indeed, it's the very effectiveness of podcast ads that allows us to charge the CPMs we do (much higher than radio, for instance), which in turn is why we don't have to stuff 18 spots into a podcast (see radio, again). If creators are concerned about this, there's one simple action they can take.

One of Ad Nauseam's surprising findings is that three-quarters of podcast listeners don't believe or know that ad-skipping hurts their favorite podcast. This disconnection is quite unusual, as people often establish a positive connection between the brands that advertise on their preferred podcasts and the support these brands provide for their favorite creators. Listeners clearly grasp the positive elements of this connection. Removing that support by skipping brand messages, however, might hurt the creator.

Podcasters should be very proud of the fact that they haven't ruined podcasting with ads—Listeners expect to hear some, and we aren't giving them more than they expect. In fact, podcast listeners are much more engaged with their advertising experience than most consumers of other media channels. Part of that is because the industry is actually doing a pretty excellent job of selling the right ads for the right shows and keeping ad loads down. If anything, podcasting does bring a better ad-supported experience than most ad-supported content, and we should proudly discuss this on our shows.

In summary, Webster insists that Ad Nauseam research brings into light the need to understand and work on issues surrounding podcast advertising. Podcasters establish a more engaging experience with their audience through the expression of gratitude and inciting in the listeners to consume the ads.

Why should anyone care?

This is important because contented listeners are more likely to stick with a podcast, increase listener retention, and open up new listening opportunities. Moreover, by embracing the special benefits of podcast advertising, creators can come closer to sponsors and eventually attract more valuable collaborations.

Our take:

It's time for podcasters to stop seeing ads as evil and view them more as an opportunity to enhance one's content and relationship with their audience. By smoothly weaving ads into episodes, podcasters will make them relevant to the listener and create a mutual win for both themselves and their sponsors. This approach can give opportunities for long-term success and growth of a podcast.

By the way, Tom Webster will be giving a free webinar next Wednesday on creating compelling sales pitches in podcasts and there is more information here.

1. 🇬🇧 United Kingdom : Announcing brand new history podcast, Queens, Kings and Dastardly Things, from DMG Media, with Episode 1 available to listen to from Wednesday, 7th August. Still in UK, The hugely popular podcast The News Agents, presented by Jon Sopel, Lewis Goodall, and Emily Maitlis, has surpassed 100 million downloads at the time of going to press.

2. 🇺🇸 United States : Cineverse Corporation, an innovative entertainment and streaming technology company, announced for the first time that it will distribute video content on Spotify, including Cineverse channel partners and titles from over 70,000 film and TV titles. Meanwhile ,Yahoo Director of Supply AdTech Strategy Nicole Kilaita said Yahoo DSP is leading the shift from traditional buying paths to addressable, programmatic activations, using audio as a valuable programmatic channel for omnichannel advertisers.

3. 🇦🇪 United Arab Emirates : The premier news outlet in the Arab world, Al Arabiya Network, has announced the opening of its brand-new podcast hub, Mazeej. SUBMIT YOUR NEWS

NEWS UPDATES

• 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 present the second keynote session and our third round of PM24 speakers and panelists!

• Podcast Movement is thrilled to announce an extraordinary keynote session at Podcast Movement 2024 featuring two legendary public media hosts: Ira Glass and Rachel Martin!

• 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.

👉 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

🎧 The Power of Brand Podcasting : Lesson with Lower Street Media

In this episode of That Podcast Exchange host Miko Santos interviews Harry Morton, the founder and CEO of Lower Street, an award-winning global podcast agency for brands. Harry shares valuable insights on creating successful branded podcasts, understanding target audiences, and measuring podcast ROI.

In this episode, we cover:

• Success in podcasting industry.

• Standing out in crowded market.

• Understanding brand identity and audience.

• Focusing on specific target audience.

• Having a clear point of view.

• Understanding uniqueness in podcast ideas.

• Engagement rate and completion rate.

• Building a successful podcast.

• NOVA Entertainment is hiring a Social Media and Video Producer (Podcasts)

• Spotify seeks a Production Manager to join its team in London.

• NPR is hiring a Chief Desk Editor in their Washington office.

• Blacfox is looking a Podcast Producer.

• Colibri Group is hiring a Podcast Producer. The Podcast Producer will manage the end-to-end development and production process for Becker’s “Accounting for the Future” podcast series.

• Latham & Watkins is looking a The Creative Specialist – Webcast and Podcast Production.

• 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 podworks.io to post your upcoming events or job openings for free.

• 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

• TPA Presents: How To Podcast Independently with Ronald Young Jr. Webinar Starts August 5

• Managing People to Managing Productions: A How to Guide for Editors and Producers with Mia Lobel $335 Class Starts: Sep 9 

• How to Pitch Podcast Executives and Get Your Show Made with TJ Raphael $335 Class Starts: Sep 9.

• Navigating the New and Exciting World of Audiobook Originals with Michelle Altman (Free) Webinar Starts : September 13.

• From Idea to Launch: How to Create a Sustainable Podcast with Laurel Morales $335 Class Starts: Sep 17

• How to Build Thought Leadership as a Podcaster (Even if You Think You’re Not Qualified Enough)  with Cheryl Lau Webinar Starts : September 16

• AI in Audio: Legal insights to know your rights and protect your work with Alicia Pollard Webinar Starts : September 19.

• Telling Vulnerable Stories with Ronald Young Jr. $370 Class Starts: Oct 2

• Turning Dense Information Into Great Stories with Lewis Wallace $335 Class Starts: Oct 3

• From Topic to Story: How to Find Characters and Narrative Arcs to Draw in Listeners with Sarah Esocoff $370 Class Starts: Oct 7

• Body-Ody-Audio: How to Make Sensorial, Visceral Audio with Kristina Loring $370 Class Starts: Oct 8

• Be So For Real: Interview Training for Producers, Hosts and Editors with Dom French $370 Class Starts: Oct 30

• Fact Checking 101 with Jeanette Beebe  $370 Class Starts: Nov 4

• Mind Your Business: Podcast Monetization with Annalise Nielsen $335 Class Starts: Nov 5

• Introduction to Story Editing with Willow Belden $335 Class Starts: Dec 2

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

👀 Employing? or trying to find a new job?

Do you need to hire for your podcast? Here's where you can post a job (for free). Come hang out with us at podworks.io if you are a professional podcast producer!

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!

🎖️ How did you find the newsletter for today?

Now is the time to take a survey to determine what you want to read. To share how you found the Podwires daily today, click the link Above.

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