{"id":17705,"date":"2015-11-23T17:07:20","date_gmt":"2015-11-23T22:07:20","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=17705"},"modified":"2020-03-30T19:27:21","modified_gmt":"2020-03-30T23:27:21","slug":"listen-up-why-podcasting-is-so-popular-and-powerful","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/listen-up-why-podcasting-is-so-popular-and-powerful","title":{"rendered":"Listen up: How to make podcasts more powerful (and profitable)"},"content":{"rendered":"

Have you listened to a podcast<\/a> recently? Before you can say yes, we\u2019re going to hit you with this fact: According to the Pew Research Center<\/a>, the percentage of Americans that listened to a podcast in the past month (17 percent) has nearly doubled since 2008 (nine percent).<\/p>\n

Jay Soderberg, head of content at BlogTalkRadio<\/a>, an online talk radio and podcast hosting platform, unravels this finding.<\/p>\n

When Soderberg began podcasting at ESPN about nine years ago, he immediately realized traditional radio wasn\u2019t what people wanted anymore.<\/p>\n

\u201cPodcasting is all about sending content that audiences want to hear when they want to hear it,\u201d says Soderberg, a WeWork Charging Bull<\/a> member, who also highlights the personal element of podcasting. \u201cI literally put the shows into my ears with the earbuds. Stories\u2014I\u2019m hearing them inside my body.\u201d<\/p>\n

Podcasts also have an air of authenticity that other media don\u2019t provide, according to Marcia Stepanek, CEO of BrandStories Studios<\/a>, a multimedia storytelling platform.<\/p>\n

\u201cPrint is fine and I enjoy it, but there\u2019s no substitute for a good conversation,\u201d explains Stepanek, in terms of learning \u201con a very emotional and intellectual level.\u201d<\/p>\n

According to Stepanek, a WeWork Bryant Park<\/a> member, \u201cVideo certainly carries strong emotional power, but radio has the ability to sustain that emotional resonance for a longer period of time because people don\u2019t have to just sit and watch it.\u201d<\/p>\n

And that power extends even further because of the visual culture we live in today, says Naomi Weekes, executive assistant at Pretty Good Friends<\/a>, a comedy production company. She says podcasting is a \u201cnon-biased way of entertainment,\u201d especially with news, where images and videos can be interpreted in biased ways.<\/p>\n

\u201cYou can\u2019t rely on images when you have to really describe what\u2019s going on with words,\u201d said Weekes, a WeWork South Station<\/a> member. \u201cPodcasts wouldn\u2019t do good if it was just the same sound bites over and over again, unlike how broadcast news uses the same images over and over again.\u201d<\/p>\n

Compared to how powerful and engaging it can be, a podcast is relatively easy\u00a0to create with any audio recording device. Stepanek recommends keeping it simple, with a USB microphone to plug into a computer and user-friendly audio editing software that won\u2019t break your bank, such as Audacity<\/a> or GarageBand<\/a>. Soderberg\u2019s suggestions for potential media? Skype and Google Hangouts.<\/p>\n

While making a podcast isn\u2019t difficult, monetizing it is a much bigger challenge, according to Soderberg. He points out that measuring how many people are listening to your entire podcast versus short snippets is still a problem many podcasters face today, especially concerning advertising revenue.<\/p>\n

Advertisers usually pay podcasters to read or perform an advertisement during a podcast by CPM (cost per mille, or per thousand listens).<\/p>\n

\u201cSo if you\u2019re in the field, and you wanna make a little money while doing something you love with a podcast, that measurement is key\u2014having a measurement an advertiser can trust,\u201d says Soderberg.<\/p>\n

Stepanek stresses that potential difficulties will involve not just audio editing, but also learning to facilitate a conversation.<\/p>\n

\u201cI don\u2019t think you can wing this stuff,\u201d says Stepanek, who relates podcasting to a comfortable dinner conversation, when you have \u201cto be curious, to be prepared, and to know about your subject matter and your subject to gently guide the conversation.\u201d<\/p>\n

Soderberg mainly looks for three things when determining how great a podcast is, all of which revolve around whether or not it\u2019s \u201clistener-focused,\u201d meaning it\u2019s educational, entertaining, or inspirational.<\/p>\n

\u201cIf it offers all three, that\u2019s the gold,\u201d says Soderberg.<\/p>\n","protected":false},"excerpt":{"rendered":"

Have you listened to a podcast recently? Before you can say yes, we\u2019re going to hit you with this fact: According to the Pew Research Center, the percentage of Americans that listened to a podcast in the past month (17 percent) has nearly doubled since 2008 (nine percent). Jay Soderberg, head of content at BlogTalkRadio, […]<\/p>\n","protected":false},"author":1553,"featured_media":17707,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[],"class_list":["post-17705","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight"],"acf":[],"yoast_head":"\nListen up: How to make podcasts more powerful (and profitable)<\/title>\n<meta name=\"description\" content=\"Podcast addicts, rejoice! 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