Title: The World’s Fastest-Growing Sports Media Podcast
Date: October 6, 2017
Length: 25 minutes
Cast: Robert Seidman
Extra: You can subscribe to this podcast on iTunes as well as following along on Twitter at @SportsTVratings
Episode 27 of The World’s Fastest-Growing Sports Media Podcast, is centered entirely on a one-on-one interview with Traug Keller, the Senior Vice President of ESPN Audio. First of all, I love the idea for this episode, because there may not be a better guest to have on than Keller to discuss the way a big media company views the podcasting world and its future.
For me, or anyone else in the radio or podcasting business, this episode makes you think and evaluate how you’re handling your product on a day-to-day basis. Am I using every platform available at my disposal? Am I making my show mobile-friendly that can be played at the push of a button? Those are just a couple of the many questions I found myself asking during this episode. At the 4-minute mark, Keller made a comment that really resonated with me when he said, “I am now consuming a lot of my audio via podcast.” He then uses an example to say that he absolutely loves the Dan Le Batard Show. However, no matter how much he enjoys it; it doesn’t seem like he’s running to a radio every day for Le Batard’s open to hear the show. Instead, Keller says he listens via the podcast, which has risen as the most streamed and downloaded show ESPN has. People still want your product, but now more than ever, they want to consume it on their own time. Give them that option.
Seidman then posed an interesting question to Keller about the accessibility of iPhone users compared to Android. To be honest, I’ve never considered this as a potential issue, since I’ve had an iPhone for as long as I remember. But after listening to Seidman pose the question, he’s right. Just about every single podcast I listen to, comes via iTunes. To curb that, Keller says ESPN not only has their own app, but they have partnerships with Spotify, TuneIn and Google Play, all accessible with Android. ESPN has left no stone unturned with their accessibility to listeners. It’s also a reason that 1/5 people in America are tuning into ESPN Radio every week. That’s right around 24 million people.
I really liked the question that Seidman asked about the timing of releasing podcasts of the studio shows. Seemingly, in less than an hour, a live show you may have missed would be available on the ESPN app. Seidman’s point is fair when he asks if that’s a problem, seeing that it could create a situation to where the viewer doesn’t need to watch the live version. However, Keller is right when he points out that you don’t have to worry about cannibalization. His reasoning is simple, “I think Steve Jobs got asked that question about the iPad versus the iPhone,” said Keller. “We’d rather do it than have someone else do it to us.” In turn, Keller found they could build a new audience by going into multiple platforms.
I found this podcast to be very intriguing. Mostly, because I feel like I learned a few things. Audio on demand is a perfect way of predicting the future of radio and podcasts and I couldn’t agree more with Seidman and Keller’s point on it. Staying ahead of the curve is crucial in this business, and both guys had interesting thoughts on how the younger generation handles audio, as well as how it will shape things in the future. One thing I would have liked to ask Keller is this: If podcasting continues to grow, how does that affect the world of traditional radio? Also, will we see a deeper talent pool with so many individuals offering their own podcast? That said, I was still very pleased with the questions and directions that Seidman steered the podcast towards. My biggest takeaway is this, and frankly, I can’t get the phrase ‘audio on demand’ out of my mind. It’s now all about accessibility. You may have a great product, but are you making it available for consumption on numerous platforms? If not, you’re behind. And thankfully, both Seidman and Keller reiterated that point. This podcast gets high marks for me.
What Can Programmers Learn From A Social Media Following?
“A large number of followers may be the result of using social media well, but if you think the size of someone’s following is proof they’ll be a good part of your lineup, that’s a set-up for failure.”
I first began using Twitter in 2009 when I was a reporter at The Seattle Times. Jim Mora was the Seattle Seahawks coach and I had a smart phone made by Palm. The Twitter app was so wonky I posted live updates from Seahawks press conferences via TwitPic, sending a picture of the person speaking with the news item included as a caption. We’ve all come a long way since then.
I like Twitter. Over the past 12-plus years, I’ve found that my sarcasm and sense of humor (if you can call it that) translated better on Twitter than it ever did in print or later as a radio host at 710 ESPN Seattle. I’ve made friends on Twitter, picked fights with other reporters and generally found it a good place to test out ideas and arguments and an increasingly terrible place to discuss anything important. I have more than 40,000 followers, which is not insignificant nor is it at all exceptional given the market I worked in. None of this gives you any idea about how well I’ve done my job in sports media, though.
Yet an individual’s Twitter following has become part of our industry scoreboard. It’s certainly not the final score and it definitely doesn’t decide the outcome, but it is the best way I know to gain a quick assessment of someone’s reach and/or significance. It’s a data point that is readily accessible. It’s the thing I check first when I encounter someone who’s part of the sports-media industry.
But what does it really tell us? More specifically, how much does it tell us about that person’s ability to do their actual job whether it is reporting news, writing stories or being part of a show? Because as important as Twitter has become in sports-media, no one is making money from Twitter and social media specialists are the only people who are really being paid to Tweet.
For most of us, Twitter is not a job, it is a tool. For a radio host, it’s a way to interact with listeners outside the footprint and time slot of the show. It also is a powerful opportunity to deepen audience engagement through two-way, real-time communication. These things may help a host’s job performance, but they should not be mistaken for the actual job itself. A radio host is not valuable because he or she was right on Twitter or because they were first on Twitter or because they had a viral Tweet. A radio host is valuable because of the ability to attract, entertain and retain an audience during a specific slot of time. Twitter may help you prepare to do that, but it does not actually accomplish the task.
Programmers need to understand this, too. A large number of followers may be the result of using social media well, but if you think the size of someone’s following is proof they’ll be a good part of your lineup, that’s a set-up for failure. Just look at what book publishers have found.
An article last month in the New York Times showed how publishers have used social media followings as a weathervane of sorts for books sales. The number of followers an author has is influencing everything from what authors are paid to which books get published. This is especially true when it comes to non-fiction books. The rationale is pretty straightforward when you look under hood of that particular industry.
A publisher is the business that buys a certain book from the author, essentially making a bet that the sales of this book the author is writing or has written will more than cover the money paid to the author as well as the cost of publication and promotion of the book. A publisher wants as much assurance as possible that this book will sell sufficient copies to not just make its money back, but insure a profit. This is where the author’s social media audience comes in. The follower count is being looked to as an indicator of just how many people can be expected to buy this book. After all, someone following the author is certainly a sign they’re interested in what that author has to say. Some percentage of those followers can reasonably be expected to buy a book by this person. Except social media followings turn out to be a fairly terrible tool of forecasting book sales.
Billie Eilish has 99 million Instagram followers. Her book — released last year — sold 64,000 copies. If I was being catty, I would point out that is one book sold for every 1,546 Instagram followers.
“Even having one of the biggest social media followings in the world is not a guarantee,” wrote Elizabeth A. Harris.
So we should all just stop paying attention to Twitter followings, right? Hardly. First of all, it is a data point, and anyone waiting for social media followings to become LESS important probably thinks the Internet is just a fad. More importantly, having a following is certainly better than not having one as it does indicate the ability to attract an audience.
The issue isn’t whether it’s good to have a large following. Of course it is. The issue is how reliable that is in predicting an individual’s interest or appeal outside of that specific social platform.
What programmers need to do is get smarter about how they evaluate social media followings by answering two questions:
- Why are people following this particular talent? Content is the catch-all answer here. Go beyond that. What sort of content is this person providing that none of his or her peers are? Will that type of content be valuable as part of my lineup whether it’s terrestrial radio, a podcast or other format? Someone who’s funny on Twitter may be funny in other formats. They may also just be funny on Twitter. Are there examples of how this kind of content has worked in the past or reasons to think it will work in the future?
- How likely is this talent’s social media following to migrate to my medium? This is one of the trickier ones. One of the reasons for acquiring a talent with a large social media following is the hope that some of their followers will become your customers. While this is always possible, the more important question is whether it’s likely.
Remember, that example of Eilish, who had 99 million Instagram followers and sold 64,000 books? Well, that number of books is actually not a bad result. In fact, it’s absolutely solid for book sales. The problem was the publishing house didn’t expect a solid sales performance. It expected incredibly strong sales because it paid a significant amount of money to Eilish in the form of an advance.
It’s clear the publishing house made a bad bet, but the principal mistake was not about Eilish’s ability — or lack thereof — to produce a book. She did produce one that was 336 pages long, loaded with family photos never seen before and while there wasn’t as much text as you might expect, the sales were solid. The mistake the publishing house made was overestimating how many of Eilish’s fans would become customers in an entirely different medium, and I think that’s a lesson worth noting in this industry.
Unless you’re hiring someone to do social media for your company, Twitter is not going to be their job. It’s just a tool. An important tool, a useful one, but just a tool.
How Good Can iHeart’s AdBuilder Solution Be?
“It was slick, I admit.”
Do it yourself radio has come to a new client you will never meet. These clients are ready to do it themselves. All they want is to buy a radio campaign. And iHeart AdBuilder is all they need.
Let’s figure this out.
In 2019, iHeart started beta testing a do-it-yourself online platform for small businesses to battle Facebook and Google.
I went to the website to see how it worked. It was slick, I admit. It would be a great topic to add to the BSM Summit.
The first piece of info. the site wants to establish is your campaign goal. The four choices were “Get website traffic”, “Have listeners know my address”, “Get phone calls”, and “Announce an event”.
When was the last time you wrote a new business order with any of those four goals as the single reason for the campaign? Wouldn’t that be easier for the copywriter and the client to track results? TRY IT!
I inputted that I wanted to announce an event and proceeded to the following prompt. My business name, address, website, and industry were the following choices. So far, so good. The only tricky part were the industry choices.
I can see how specific business categories are not precisely represented, like counter service restaurants. They are not fast food because there is no drive-through, but they aren’t a full-service restaurant either due to no waiters being used and many other factors. It isn’t confusing for me, but you know how clients can be!
Selecting the market I wanted my customers to come from was easy, and it allowed iHeart to choose the closest radio stations. Identifying the ONE type of customer I wanted was fantastic. I can see how it focuses the client on a primary target. Parents with young kids or teens, foodies, married couples, single adults, or an option to select my demo all seemed easy enough.
The demos offered weren’t Men 18-34, but men, women or adults, young adults, seniors, adults, or the dreaded all ages. Next was selecting when I wanted to run and how much I wanted to spend. It wasn’t a challenge because you choose your dates, and then you’re given three choices for a weekly budget. In my case, it was $500, $750, or $1,000 per week. iHeart AdBuilder bills you less if the whole week isn’t used.
Impressions, frequency, and reach were highlighted, and they showed the logos of the two stations my $500 was going to be spent on. I noticed there was no information on when the ads would air, how many times per day, or any of that! “You give us $500, and we will spend it over the week on these two stations when and where we want! And it will work!”
The pages dedicated to creating copy are straight forward and, as salespeople, we have filled those types of forms out plenty of times. iHeart is highlighting that they are waiving the $100 production fee. Maybe, that will change in the future. After going to the checkout, your credit card is given a temporary authorization (which will be reversed), and you are told your ad will be emailed to you in a few days. You won’t be billed until your ads air.
What are the odds this $500 campaign over two stations in a few days will work? Who knows, but I bet the automated emails and follow-up calls will be relentless. I think it’s a great platform and can see a decent percentage of smaller new business deals go this direction. Some clients may even prefer to never “deal” with a salesperson again, kind of like most of our agency buyers. That leaves us with a whole lotta middle ground. For now.
Media Noise – Episode 58
Demetri welcomes Brandon Kravitz and Derek Futterman to the show this week. They talk about Hub Arkush, Aaron Rodgers, Michelle Tafoya, and Pete Thamel.
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