🎙️TODAY’S BRIEF

• 🔥 Navigating the Future: The Evolution of Australia's Advertising Landscape

• 🚨 Podcast Insight: The Real Impact of AM/FM Radio on American Listening Trends

• 🌏 Podcast Elsewhere:  Moorea Mongelli has been appointed as the new Head of Podcasting by Underscore Talent, a talent management company, among other team changes.

👋 Hi, Podsky!

Miguel here! I just wanted to say a big, heartfelt thank you for your continued support of our newsletter. We simply couldn't do it without you! Here are the news items for today.

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⬇️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.

QUT
🔥Navigating the Future: The Evolution of Australia's Advertising Landscape

The Australian advertising industry sits at an interesting crossroads, like a ship between the calm of tradition and the storm of technological disruption charting a course through an era of democratized content creation and evolving relationships with consumers.

Five key bullets:

• Grew from the industry's inception 50 years ago to a $3.6 billion annual revenue in 2024

• Digital advertising has boomed, but it mainly bolsters the tech giants such as Google and Meta

• Over 85,000 people in Australia are directly employed in advertising, representing a very real and diverse mix

• Advertising education needs to morph into a diversity of skills relevant to the broader industry beyond traditional agency roles, reflecting the industry's requirements for professionals.

• AI and technology are changing the face of the industry in a way that will further blur the lines between advertisers and consumers

Why it matters: The change in the advertising industry affects not only marketers and agencies but also practically everybody, because technology has enabled anybody to be content creators and influencers. In this case, therefore, the line between consumer and advertiser is blurred.

This shift has meaning for how brands get their voice across, how consumers receive information, and how regulatory bodies approach advertising ethics. It requires businesses trying to keep relevant, consumers finding their way through an increasingly fragmented media universe, and educators setting the course for the next wave of creative talent. All this depends on a deep understanding of just how these industries are changing.

Analogy: Once, it flowed in one powerful stream-much like the dominance of traditional agencies of old that would direct the course of the industry. Now, via technological advances, it's branching out into a million smaller rivulets: individual content creators, AI-driven campaigns, and so on and so forth. While the volume of water remains the same, it has now redistributed itself to enter previously unexplored territories; the result is a more multifaceted ecosystem. If ecologists need to study this new environment to keep that river healthy, similarly professionals in this industry, educators, and regulators will have to move with the times in the face of this new landscape of advertising to keep it effective and within the bounds of ethics. Takeaway by podcast producers:

Our View : This is an interesting evolution of the advertising industry, providing a real narrative arc for our podcast series.

We can discuss the tension between traditional approaches to advertising versus new, technology-driven methods. We could even explore the possibility of episodes filled with interviews with industry veterans and up-and-coming influencers as they discuss how they see the changing landscape.

We could take it a step further by inviting on experts in data privacy and consumer protection to discuss the ethical considerations of this new phase of advertising. This change enables our listeners to better understand how advertising affects them in everyday life and enables them to participate in this new world not only as proactive consumers but also as potential creators of content.

Full report below 👇

🗞️ TL;DR - PODCAST NEWS

• Under the partnership, leading Australian radio and on-demand audio company ARN has teamed up with Magellan AI to create a bi-annual list profiling the top foreign direct response brands investing in Australia's podcast category.

• Lenny.fm director Courtney Carthy discusses podcast production on That Podcast Exchange. A structured publishing checklist, effective episode descriptions, and guest and collaborator participation in promotional processes are his priorities. This episode offers advice for new podcasters and service providers.

• The 2024 asi International Radio & Audio Conference returns to Venice, Italy, on 6th November 2024. The conference will map the audio landscape and offer a discounted rate for attendees. The 5-star Hilton Molino Stucky Hotel in Giudecca will host the event, with details and booking links available.

• Moorea Mongelli has been appointed as the new Head of Podcasting by Underscore Talent, a talent management company, among other team changes.
  
  
  
  

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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.

• Professor McCargo hosts the Talking Thai Politics podcast, bringing Southeast Asian politics to a global audience. The podcast, co-hosted by NTU's President, provides insightful discussions on Thailand's political landscape, featuring prominent figures like Pannika Wanich, discussing generational divide and key political movements.

• 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.

  
  

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

PODCAST INSIGHT 
🚨 The Real Impact of AM/FM Radio on American Listening Trends

The Cumulus Media | Westwood One Audio Active Group ® commissioned a study to measure common advertiser/agency perceptions about consumer media habits.

The Details: The study was conducted by Nielsen, Maru/Blue, and Edison Research. While the narrative is that new media replaces old media, the reality is 82% of Americans are reached weekly by AM/FM radio. Yet Edison Research found that 82% of Americans listen to AM/FM radio each week, nearly double what advertisers think.

The Revelation: The myth that so many people are working from home and not commuting is having a huge impact on AM/FM radio listening. Edison Research also reported that the share of in-car AM/FM radio listening has returned to pre-pandemic levels, with 44% of in-car AM/FM radio listening occurring in the car among persons 25-54. Recently, Pandora, Spotify, iHeartRadio, and other audio streaming services have become popular with audiences that are now 17 times bigger than ad-supported Spotify, and 14 times bigger than ad-supported Pandora.

Highlights:

• According to Edison Research, the actual share of ad-supported audio time spent with AM/FM radio is 2.6X greater than what advertisers perceive.

• In the world of the connected car, the number one thing people do in their car is stream online radio on their devices.

• By focusing on the reality of AM/FM radio, advertisers will better understand the impact of new media on consumer behaviour and make informed decisions about their marketing strategies.

• Edison Research's "Share of Ear" report highlights the significance of ad-supported audio in the car, where the majority of people aged 18+ spend their time.

• The report also underlines contributions to the increase by ad-supported Spotify, Pandora, and podcasts.

How about it? Podcast : Ad-supported Spotify, ad-supported Pandora and podcasts are amongst the most effective ad-supported audio drives ad-supported audio time. Cumulus Media | Westwood offers measurement solutions for ad-supported audio including podcast brand effect and site attribution, Nielsen sales effect study, site and search attribution, retail location attribution and audio creative testing.

According to Edison Research, the study shows that 82% of Americans listen to AM/FM radio every week, which is almost twice the perception of advertisers. Spotify, Pandora, and podcasts rate as the best audio options, driving a 14% lift in site traffic in 17 campaigns

Our take as Podcast producer: As an Audio Producer for Podcasts, leveraging the proficiency of Cumulus Media | Westwood One Audio Active Group ® can help national brands effectively reach their target audience in audio. Via their services, brands can elevate their audio creative and media buys for serious results and maximum ROI in today's highly competitive audio landscape.

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IN COLLABORATION WITH SOUNTHPATH
🎧 Crafting Winning Podcast Sponsorship Pitches: How To Stand Out and Get Noticed 

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Pitching is one of the fastest ways to get on a brand’s radar. However, with overflowing inboxes and hundreds of unread messages, how do you stand out and get noticed? In this session, discover how to improve your response rate and successfully secure brand partnerships.

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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.
  

🛠️ 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.

• 🎙️Rode - is an Australian-based audio technology company specializing in the design and manufacture of microphones, headphones, audio interfaces, and audio software.

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

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

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

Browse more Tools ➡️

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