StraightioLab is an intellectual podcast where smart comedians George Civeris and Sam Taggart unpack the rich, multi-colored tapestry of straight culture. Ive always thought about it. There was a YouTube announcement earlier today. I dont know that well have a big reveal. So of course I asked Conal about that and lots more. To answer your other question, if this industry were to wholly move to a platform like Facebook or YouTube, its a different platform. Is this a thing you want to do? Sure we are. The second reason is parallel pathing. Co-produced by Funny Or Die, the 12-episode "The Ron Burgundy . We had three or four people who were our formal official sales team at Stuff Media. We're all in a glass case of emotion. I wonder how much Im spending on audio marketing? That number is usually nine or 10 percent of their overall investment. It hasnt yet hit this moment of reverse-engineering from the platforms its on. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. As two easy examples, we have multi-year relationships with Malcolm Gladwell and Pushkin Industries and then with the NFL. A company thats like, A lot of action is in business affairs, is a company that has figured out a bunch of stuff. Anchorman's Ron Burgundy has netted himself two 12-episode seasons of a new show, The Ron Burgundy Podcast. We havent even discussed the trust issues that are very real on social media. Podcasting is a mass-reach medium. I could try to convert people to a different platform to keep that audience relationship going post my YouTube channel. Thanks. Its not like a low-engagement medium. Anybody in the room, and most of us do work in podcasting, know that number is harder and harder to get every day. Malcolm Gladwell has an existing slate of shows. One thousand or so of the sellers that I mentioned sit in the multi-platform group, and they certainly sell all the assets we have. Do you worry that you dont have the same control? In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things about people we never knew we wanted to know. Ron takes a stab at the most popular genre of his new chosen mediumthe True Crime podcast. Nothings perfect, but its pretty close to perfect. My point in answering this way is that he uses this company, to some extent, to find new comedic talent that is the long tail youre talking about. I just get a little bit defensive or protective about the other 3,000 shows. It has been a pitfall of digital media from day one. Hopefully the truth will be revealed during the first season of the newly announced The Ron Burgundy Podcast. Those three things let us go from 2018 to 2028 in our own trajectory almost overnight. I dont have this concern in podcasting. We give a ton of in-show podcast promotion as well. You could also say that you have a division that might be declining and a division that might be growing at a faster rate. Ron and Carolina interview an actual, real live psychic after Ron gives listeners their horoscopes. YouTube is a good example of this. Thanks to Ariel who did an amazing job. Co-produced with the Big Money Players Network, The Ron Burgundy Podcast was one of the top shows of the year - weighing in at No. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack O'Brien, Miles Gray . If you were to ask the n+1 digital marketer, Where is the best place to spend your dollar? Theyre still going to say, A Meta platform, or theyre still going to say, A Google platform. Theyre not going to tell you that you should buy billions of podcast impressions yet. We tend to think we have to do things sequentially. I know exactly where to find that demographic, that psychographic, or that particular male 18- to 34-year-old who wants to buy a truck in the West Coast. But theyve just created this gap between where users are, where ears are, literally, and where their investment is. Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Humans have a predilection for overcomplicating things. That is some real Silicon Valley stuff. As much as I would love this to be the case, there is no way to get real reach in digital audio unless you contend with and purchase broadcast radio. They apply, they get admitted, we build a bit of a podcast studio at their house, we teach them how to use the gear, we teach them how podcast marketing should work, and most importantly, we teach them what a business deal should look like in podcasting, so that they know walking into it. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! He was like, I believe in this medium. Nothings perfect, but its pretty close to perfect. Join America's favorite . Thanks to all of you for coming to the HotPod Summit. How do you account for that? Inside iHeartMedia, its an audio company. Weve arrived. And yeah, a lot of it is Bob Pittman, and his partner, Rich Bressler, and our head of finance, Mike McGuinness. No. Its not a huge focus for us. Yes, theres some Apple chaos in the mix, but Google, Facebook, Amazon which secretly has a gigantic advertising operation are all hurting. Its all about the org chart. Exorcising some demons in Rons man cave. You get to market all these shows with your massive terrestrial network and your now massive podcast network. Do you convert people to Apple Podcast or to Spotify? I didnt think I would have or need a robust business affairs department two years ago. Were all watching metrics daily inflation rates, interest rates, unemployment rates, the Ukrainian war. The other day, we were talking with Angela Yee, who was a former co-host of The Breakfast Club and has started a new radio show on iHeart called Way Up. Or, the negative reason, theyre covering up bad work. His last remarks drew laughter and claps from co-workers. All of our attention is on audio now because of podcasting. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! In some part, because of what Apples moves are, but its getting harder. We're not thrilled about it, but the show will launch on the iHeartPodcast Network in early 2019 featuring Burgundy himself. And the other is really edgy, innovative audio drama. Do you think the industry is mature enough to be like, Actually, what you all need is a business affairs group? i want to give the show two stars, but i cant because carolina is a siren and wont let me, also im pretty sure ron would put me on the list. What worries me a little bit is that we have this tendency on the internet, and since Ive been working in digital media overall, to have this belief sometimes that I think is false that everything really needs to be a video when it grows up. There was no digital media when I went to college, let alone podcasting. So I said, All I can tell you is just have your aperture be wide open, man. Hot Pod Summit is where we bring that community of creators, trendsetters, and decision-makers together to explore the latest developments in podcasting, audiobooks, and more. Thats not really how it works. Everything will get better, faster, and easier if you parallel-path projects. When you pay for a subscription on most platforms, and you receive a podcast that somebody else is piping into that platform through an RSS feed, nothing has changed about it. 1 on Apple Podcasts Top 200 in the opening weeks of both seasons 1 & 2. Radio and podcasting have very different constraints. IMDb is the world's most popular and authoritative source for movie, TV and celebrity content. And everything in between. Its also how we got here. Aside from "True Romance", Carolina also co-hosts "The Ron Burgundy Podcast," with the on-screen Ron Burgundy himself, Will Ferrell. This show is also a podcast where we capture the file, distribute it as an on-demand thing, and then it drives upwards of 15 to 20 million downloads a month. We try to organize them into slates that have EPs and producers on top of them. Are you programming across to the radio, saying, Were going to run ads for our podcast on the radio, and youre going to come listen to it? Simply put, the whole podcast industry in one sense is just the most amazing, best storytelling group of influencers to hit media in a really long time, so we benefit from there being new attention on the influencer market. Well do standard, straight-up, quick-turn, host-read ads. Are you open to video? No Longer So. Weve dabbled in subscription channels on Apple Podcasts, just because I had creators who came to us and said, Id like to try this. We are very proud of this. Ron and his co-host, Carolina Barlow, interview various exciting guests from all walks of life, including celebrities, politicians, and everyday people. Ron plans an interview with Alex Rodriguez, and takes his cooking skills to the next level with Jon & Vinny. UK News Published: Mar 1, 2023. Are we mature enough as an industry for every medium-sized network or larger to have one? The BD team is livid. Police in Montgomery County, Maryland seized over 2,000 fentanyl pills during and after a traffic stop, the agency announced Friday. Its that whole waterfall versus agile thing. Thats our conference for the podcast industry. The Ron Burgundy Podcast 5M ago Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Are you doing that? It is possible to that extent, but its hard to convert to a new platform. We realized that maybe our greatest asset was the people who worked there. Google wants something, were all going to make it, then theyre going to turn it off, and a bunch of businesses will die. When we launched a company like The Black Effect with Charlamagne, we had huge annual sponsors that were deeply ingrained in that company. We saw a shift from performance marketers or direct-response marketers into bigger brands thanks to ad tech evolving fast in podcasting. I dont see it in podcasting, and maybe thats why Im not super concerned. The oldest one, Pierce, is 17. I think Im being conservative with how much of their time is spent on, How do I deploy billions of impressions of house ads a month?. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we . Its crazy to see your podcast expressed as a series of note cards by the way its very humbling. I can talk about sexuality or about what trends I do or dont like. Im open to video. Even Decoder is bad at marketing; this is as much marketing as weve ever done. Don't act like you're not impressed. Weve won in that sense in podcasting. Ron Burgundy, the legendary reporter featured in 2004's "Anchorman" film, has a podcast coming to iHeartRadio in early 2019. One is called the multi-platform group. One was just investment. Morbid is a true crime, creepy history and all things spooky podcast hosted by an autopsy technician and a hairstylist. Thats actually a podcast we make together thats actually awesome. The toothbrushes were great. Our partnership with him is to monetize his shows better than he thinks he could himself, but to also co-produce a whole new slate of shows. I talk to a lot of digital media CEOs and digital media types. If you love digital audio and you want real reach, there is no way to get real reach in digital audio. We have experimented with Jun Group across the years. See omnystudio.com/listener for privacy information. Burgundy, who has a fountain of knowledge that spans literally every topic imaginable, has signed on for two 12-episode seasons, with the first episode of "The Ron Burgundy Podcast" making its . Promote. The truth is, audio all-up is a third of all the media we consume. Usually, yeah. Okay, I guess we have some calls to make at the end of the day to the long tail. It is usually one continuum or even the same slate. Thumbs up or thumbs down, library. You get to pick two. In podcasting, I think he realized, I dont have to pick. There is always something new happening. On this distribution I make this. Over the last 10 years, I think it has been a question of them figuring out what they are as a platform and what the next chapter for them should be, whether its the metaverse or just doubling down on making newsfeed better. It makes sense to me why a platform like YouTube, which is a wonderful platform in many ways, would smartly say, This is some of the best content in the world, wed like to distribute that. But its a different business model, and you just have to be aware of it. Go follow Conal on TikTok, its great. Google wont give us the time of day. It sounds like you think you have some leverage over the platforms. CPMs are going up and the quality of the online ad marketplace is going down. It was a packed house and a great time. Weve actually noticed in the last two or three months that its a very timely question for us at our businesses, because I feel like weve moved off the direct response business too fast. The short answer is, no, were growing. LOTS of podcasts have ads okay? Theyre just audio podcasts and thats awesome. Thats probably how I think about it. Theyre just trying to grow their audience while youre selling the ads. Whereas if I were to decide to stop distributing or making content on my YouTube channel, my brand just goes away. I also think theres a new thrust in influencer marketing. We have a few minutes left. Yeah, youre right. At iHeart, we felt that we wanted to unlock a lot of the value that we had as a company, and we wanted to make it more transparent to the investor community, to audiences, to researchers, and to analysts. The money from each of these pipes is not the same. Youre doing ad injection into the feed? You were always worried, like, Oh, man. But Im always at the beck and call of the platforms I distribute on to a crazy, existential extent. We tell stories through human conversation, more than anything else. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick StumpfExecutive Producer: Mike FarahConsulting Producer: Andrew SteeleAssociate Producer: Anna HossniehWriter: Jake FogelnestProduction Supervisor: Colin MacDougallThis episode was Engineered, Mixed and Edited by Ron and Carolina are joined by special guests, a random man and woman who happen to be in the elevator when they get stuck at the start of the recording. How have you arranged iHeart Digital? Please enjoy this sampling of just a few of the fun, and at times shocking, places season 1 will take you. Yes. Add to My Podcasts. The core fundamental, pretty consistent business model of podcasting is a rev share model. Thats a super good question. No. Is that still who youre pitching to, or are your publicists saying, All right, GM, Will Ferrell is going to read about electrification today? Yeah. I only say this to you because thats how we do that sale. This is what the audience wants. Terrestrial radio distribution is a thing that were all very familiar with. Its not that theyre bad people. Because you have this new platform thats incredibly cool, and lots of great creators using it, and its 80 million Americans a week. Youve had a lot of different kinds of careers; youve had to make structure decisions, you have to make video decisions. Wheres the tension there? Sign up free 0:00 0:00 Company About Jobs For the Record Communities For Artists Developers Advertising Investors Vendors Youre saying we have to innovate and push back in it, but its still just promo codes. Its not like, I spent 95 percent of our time on Will Ferrell. I think our marketing team spends literally 95 percent of their time thinking about how to deploy what wed call house ads, and then maybe 5 percent of their time on paid marketing. Its always collaborative with their approval. Do you know how hard it is to make a mass-reach medium, that 80 million Americans a week are like, Im going to do that today? This is the only room where you can say that and people perk up. He founded it in a Duke University dorm room, and now hes found his way into podcasting. Our podcast division, the iHeart Podcast Network, was seeing explosive growth, and I thought we were doing a good job. Ron explained: In this podcast, Ferrell discusses his opinions on various topics and shares his thoughts from Ron's point of view. He also co-owns a company with us called The Black Effect, that he 51 percent owns. 246 episodes totalling 170 hours, 51 minutes. I have a card here that says NFTs on it. Actor Will Ferrell said Thursday at the Podcast Movement conference in Los Angeles that he has begun live-taping performances he is doing in L.A. which will serve at the anchor of The Ron Burgundy Podcast 's forthcoming outing. Theyre all like, Oh, thank God he said that. I dont pretend to know whats in their heads. We're the Film Fanatics. If its a jump ball, Id love them to use the iHeartRadio app.
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