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

• 🔥Harnessing the Power of Radio and Podcasts in Australia

• 🚨 Podcast Insight: Major Advertisers Boost Podcast Ad Budgets: Insights from Magellan AI

• 🌏 Podcast Elsewhere: With official certification, Captivate.FM now possesses the IAB Tech Lab Podcast Measurement 2.2 certification.

• 🌋 Take a Quiz : Are you ready to start creating innovative podcasts?

• 🛠️Podcast Events & Toolbox -

🔥Harnessing the Power of Radio and Podcasts in Australia.

It's booming in digital audio for Australia, with radio broadcasting to a robust audience via AM, FM, and DAB+ stations, according to Commercial Radio & Audio's The Audio Edge report.

The Revelations :

Live streamed radio is broadcast online and can be listened to on computers, smartphones, smart speakers, etc. Digital audio includes live streamed radio, podcasts, and other content.

These include how to leverage first-party data and segmentation for targeting strategies, how to maintain a consistent presence within the market, and how to leverage Australian audio networks and Podcast Audience Profiles.

Naturally, these means maximizing conversion with audio entails the use of trackable outcomes via digital audio and dynamic creative for customized messaging. Commercial radio reaches 82% of the Australian population and is thus a really good complement that works cohesively with digital audio and other channels.

Audio has an integral role in brand building by its reach and leveraging trust associated with the local personalities. The art of audio, at the top of the funnel, specifically in the complex shopping journey, works well to spread information and increase awareness. The affinity of Australian audiences for digital audio is very high, with 17 million monthly listeners, while podcast downloads are forecasted at 1.02 billion in 2023.

Radio drives other channels to perform, with 58% of awareness and 54% of purchases driven to parity with TV and well ahead of out-of-home and other media channels—all while delivering value for money. During the awareness stage, commercial radio acts as a strong driver, reaching 82% of the audience, effectively and efficiently improving brand recall by 52% and Internet search engagement.

Why is this important?

That is where Australian audio advertising comes in: it's the most powerful way for any business looking to extend its reach and drive brand awareness.

Digital audio represents an unparalleled opportunity to get in front of consumers, leveraging that trust built by radio personalities in influencing effective purchases. It's all about consistency and frequency—for a continued market presence and amplifying the frequency to drive top-of-mind awareness.

The data-driven strategies must be précised, for it is where the audio platforms excel in terms of providing efficiency and track-ability.

The influencer impact because of audio influencers contributes to Consumer Satisfaction and Confidence. This further raises the chances of repeat buying.

Our Take :

As podcast producers, we believe that audio influencers will likely be very instrumental in giving exposure and increasing credibility to a brand for more sales and customer loyalty. Brands are able to reach target audiences easily, driving conversions through strategic alignments of influential voices within the audio space to deploy authentic endorsements and engaging content.

💥 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!

🚨Major Advertisers Boost Podcast Ad Budgets: Insights from Magellan AI

Podcasting is booming! According to Magellan AI's monthly ranking of the industry's biggest advertisers, podcasting ad spend among the top 15 spenders in June.

The Ranking :

Magellan AI said the top 15 brands heard on podcasts last month increased their investment in podcasting ads. Notably, Toyota spent $4.8 million more on podcasts than Amazon did—the company that is usually in second place. That makes Toyota the nation's biggest spender.

Sports was the biggest category, with 66 percent of top brands running the bulk of their budgets to that show category. Next came broad categories of comedy and true crime—two shows a piece—together making up 17 percent, and society and culture with one, respectively. We'll see if this surge was strategic to goose spending in July, which aligns with Amazon's annual Prime Day sale-a-palooza when looking forward to the next report.

The Data and Sources :

Magellan AI uses proprietary modeling to analyze podcast advertising data from the top 3,000 podcasts in the U.S. The model estimates spend based on a number of factors, including the number of ads detected, downloads, CPM, ad type, podcast revenue estimates, and brand SOV breakout by show. The model is adjusted at all times based on available inputs and is modelled from show similarity rankings.

What is the importance of knowing these trends?

This is important because spending trends and advertising strategies can give out information about the efficacy different marketing tactics have in reaching audiences. It can also help businesses decide on advertising strategies based on industry trends and competitor behaviour.

Our Take :

It would have to do with the need to consider, among other parameters, advertising expenditure and trends to make relevant decisions at the level of partnerships and strategies for monetization for podcast producers. We are tracking key trends in the industry and the actions of competitors in better capturing advertising revenues and reaching audiences.

• If you are part of a podcast you love, this is your FINAL CALL to be involved with this year's Australian Podcast Awards! Submit your entry - you have until 23:59 (AEST) tomorrow, Thursday 25 July to enter.

• The official podcast Rise or Die: A Those About to Die Podcast delves deeper into Peacock's epic "Those About to Die" world.

• A new release of Audacity, one of our favourite audio editing applications, dropped last week with some major changes. In 3.6, podcasters get master effects, a compressor, and better performance!

• With official certification, Captivate.FM now possesses the IAB Tech Lab Podcast Measurement 2.2 certification.

• A new tool, to be released soon, will allow Blubrry Podcast AI Assistant to share the program using artificial intelligence.

• More speakers have been announced for Podcast Day Asia and Radiodays Asia. Radiodays Asia will take place in Kuala Lumpur, Malaysia, from September 2–4. Podcast Day Asia is part of Radiodays Asia and will occur on Tuesday, September 3.SUBMIT YOUR NEWSSend press releases to [email protected]. Editorially, we may rewrite headlines and descriptions.

👉 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.

• Leaders Media is hiring a YouTube & Podcast Lead

• AVOCADO Foundation is looking for Volunteer Podcast Producer

• Roc Nation, a Live Nation joint venture, needs an Associate Director, Podcast Strategy to handle podcasts.

• 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.

• July 25 : AI Unleashed: Podbean's New AI Features and Emerging AI Trends in Podcasting - Online

• July 28 : Black Podcasters Association Summer Social - Brooklyn, NY

• 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

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

• Steve Goldstein blogged about why subscriptions don't work for most podcasters.

• An interesting article titled “ What do Podcast Do for your Brain?” written by Lindsay Jarris Friel

• What is Podcasting 2.0? And why should I care? Matthew McLean explained it to us.

• Do we, as podcasters, do enough to bring new listeners into the medium? Katie Paterson explained this in her article this week.

• Roni Gosch wrote in the latest Podbean blog about Best Tips for Video Podcasting

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

• 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

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

• 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.

📬 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

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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