🎙️TODAY’S BRIEF

• 🔥Podcast Gender Gap Widens: Industry Leaders Called to Action

• 🚨 Podcast Insight: Podcast Listeners: The New Powerhouse Consumers Reshaping Media and Marketing"

• 🌏 Podcast Elsewhere: BBC Sounds will temporarily offer more on-demand podcasts and radio programmes before they are released to third-party providers.

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Today’s issue takes 8 minutes to read.

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

⬇️Listen : This podcast interviews top performers and deconstructs them to find tools, tactics, and tricks to help you become a successful podcast producer.

⬇️Listen : Trailer Mixtape is your destination to find the best of the many exciting new podcasts out there. Each episode brings you a playlist mix of fresh, vital, and thrilling podcast trailers—new and trending—on comedy, true crime, news, and more.

Sounds Profitable
🔥Podcast Gender Gap Widens: Industry Leaders Called to Action

In a thought-provoking analysis, Tom Webster of Sounds Profitable sheds light on a concerning trend in the podcasting landscape: the widening gender gap in listenership and content creation. Drawing from the comprehensive Podcast Landscape 2024 study, Webster presents a compelling case for immediate action to address the growing imbalance and ensure the medium's continued growth and diversity.

Key points:

• In the last couple of years, the percentage of female listeners of podcasts has dropped by a certain per cent.

• Most new popular podcasts have a male host with men doing most of the creation, especially in video.

• Algorithmic recommendations may worsen gender disparities in a way that content discovery becomes worse.

• By its own self-promotion, the industry needs to position podcasting as a companion medium for more women audiences.

• Leaders should invest more and promote female-led shows to handle some of the social gender imbalances.

Why: This could be a huge demographic shift in listeners for podcasts that might affect the future of the industry. It is very likely that, by continuing to let male-dominated content dominate the recommendations and charts, we are alienating large swaths of potential listeners and creators. It is not just a question of equity; this needs to be done for the long-term sustainability and growth of the medium. This is a wake-up call for industry leaders to actively take steps in making podcasting more diverse and inclusive.

Our Analogy: Consider the podcasting landscape as a form of gardening. Today, a few big plants-if not male-oriented-dominate and might even stunt the growth of diverse female-led podcasts. To get a thriving, balanced ecosystem going, it is high time we actively nurture and put the spotlight on these underrepresented voices, making sure they indeed get the sunlight and resources to flourish alongside their male counterparts.

Our take as Podcast Producer: In fact, as a podcast producer, it is our direct duty to be part of the solution by taking responsible steps to reduce the gender disparity in this genre. We have to introspect deeply into our content strategies in earnest pursuit of voices which we shall showcase and also help promote. We can do a lot by promoting female-led shows and addressing subjects that would strike a chord with the wider section of people, hence contributing our bit to make the environment of podcasts a little more inclusive. This is not about justice; rather, it is about adding various points of view and stories to the podcast world, which will benefit all listeners and creators.

🗞️ TL;DR - PODCAST NEWS

• BBC Sounds will temporarily offer more on-demand podcasts and radio programmes before they are released to third-party providers.

• Leading podcast hosting and monetizing tool Podbean is thrilled to present "Fast and Free: Starting Your Internal Podcast with No Budget." Completely free, the event will take place online on Thursday, September 26th and offer participants practical insights to rapidly produce a professional-quality podcast.

  
  

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📼 TRAILER MIXTAPE
New Podcast Show to watchout

• 48 Hours is set to launch two more limited series, "Murder in the Orange Grove: The Troubled Case Against Crosley Green" and "Candyman: The True Story Behind the Bathroom Mirror Murder," following the successful launch of "48 Hours: NCIS" on October 29.

• This fall, Play On Podcasts releases Julius Caesar in a modern verse translation by Shishir Kurup. Episode 1 will drop on October 14.

• As the world gears up for Breast Cancer Awareness Month this October, award-winning physician, author, and cancer survivorship advocate, Dr. Stacy Wentworth, is set to launch a groundbreaking podcast series, Less Radical.

• Spotify today announces a star-studded lineup of guests set to feature in series three of the chart-topping show, The Louis Theroux Podcast. The new season will launch on Tuesday 24th September.

• The Rest Is Politics will host a live event on November 5th with real-time election results and expert analysis. Live streaming of the show will be the focus, with Goalhanger hosts Alastair Campbell, Rory Stewart, Anthony Scaramucci, Marina Hyde, and Dominic Sandbrook.

• Launched today, Crossways is a brand-new podcast produced by former England international Steph Houghton and Ian Wright. Combining their expertise for this weekly women's football podcast are two football greats.
  

  
  

Tune in now to the brand new podcast show! Listen at Trailer MixTape for all the latest Podcast Show.

PODCAST INSIGHT 
🚨Podcast Listeners: The New Powerhouse Consumers Reshaping Media and Marketing

Breakthrough insights from Morning Consult Intelligence shared with listeners a landmark study of podcast influence and purchasing power. A deep dive into millions of consumer interviews across 40 countries reveals a demographic that not only listens, but shapes trends and influences consumption across industries. These findings are important for advertisers and content creators alike as podcasting grows from a specialized platform to a major economic force.

Five key points:

• The frequent podcast listeners are usually better educated, better employed, and higher earning than the average U.S. adult.

• They consume way more in categories such as travel, retail, media, and entertainment.

• Podcast enthusiasts have influential leading edge trends, often recommending products and staying updated with current affairs.

• Large podcast deals are being signed worth as much as $80 million or more with distribution networks such as SiriusXM, Spotify, and Amazon's Wondery.

• The next generation of listeners is considerably diverse: a large percentage of non-white, female, and LGBTQIA+ identifies as frequent Gen Z podcast listeners.

Why it matters: This also proofs that podcast listeners are not passive listeners but influential and active listeners with substantial buying power. Their habits and preferences reshape how advertisers will approach their target audience in terms of setting trends and dictating patterns of consumption. This shift is rapidly turning podcasting from a niche medium into a major advertising channel, thus revolutionizing digital marketing strategies and content creation.

Our Analogy: Think of regular podcast listeners as the cool kids in high school who knew every trend before it was hot. Now, imagine those trendsetters grew up, got great jobs, and maintained their finger on the pulse of what's hot. That's essentially what we're seeing with podcast enthusiasts. They curate and distribute trends that are hot, and for that reason can be very useful in promoting messages and products.

Our view as podcast producers: As podcast producers, this is exciting yet challenging data. It confirms what many of us have long believed: our audience is highly engaged, influential, and really valuable. What a great opportunity to create content that really resonates with this dynamic demographic. Yet, on the other hand, it raises the quality and relevance bar. We will have to make sure our content informs and inspires-not just entertains-this discerning audience. Also, this brings into sharp perspective how important diversity in our content and approach has become, as we are engaging a generation of listeners that is diverse beyond belief. Podcasting isn't just about creating great audio anymore; it is about building up a community of influential consumers who can spread the message further than just this podcast.

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REAPER Curious is a hands-on workshop that guides participants through the creation of a new audio project in REAPER. You will receive sound files to create a project and instruction on how to record your own tracks and how to edit, mix and master your project.  Participants will leave this class oriented to a new software and ready to start creating their own projects.

📅 Friday, November 8th 2024
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📌 NOTICE BOARD

• October 3 & 4 : International Women's Podcast Festival - London, UK

• October 8 : Café Convos: A Networking event by BIPOC Podcast Creators - New York, USA

• October 18- 20 : Afros & Audio Podcast Festival - Baltimore, MD

• January 16 -18 : Podfest Expo - Orlando, USA

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

🔆 FROM OUR COMMUNITY

• Podcasting is always changing, and creators have to make a tough choice: should they focus on YouTube's huge reach and easy discovery, or should they stick with traditional audio platforms, where listeners are really engaged? Shrikant Joshi wrote a great article about it: YouTube vs RSS.

• Cassandra Mitchell wrote a lovely article about the power of authentic storytelling. It's a great read if you're looking to build loyalty and trust in your podcast audience!

• I just read the most interesting article by Signal Hill Chief Insights Officer Paul Riismandel! He wrote about how to make ads more effective, going from "data-driven" to "insights-driven." It's a great read, and I highly recommend checking it out!

• Steve Austins offers advice on how to alter the conclusion of your podcast.
  

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🛠️ PODCAST TOOLBOX

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

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

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