Sounds Profitable
479 episodes - English - Latest episode: 16 days ago - ★★★★★ - 4 ratingsThe pace of change the podcast industry is undergoing is staggering. The implications for podcasters, hosting providers, podcast listening app developers, and advertisers and agencies are enormous. And so is the growth potential. Presented as a companion to the weekly newsletter of the same name, our podcast provides you with direct access to our narrated articles, interviews with industry experts, bleeding-edge research, and can't miss industry news recaps. That Sounds Profitable, right? Assumptions and conventional wisdom will be challenged. Easy answers with no proof of efficacy will be exposed. Because the thinking that got podcast advertising close to a billion dollars annually will need to be drastically overhauled to bring in the tens or hundreds of billions of dollars podcast advertising deserves.
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Episodes
Podcasts, Audiobooks, and the Third Thing
June 25, 2021 17:22 - 18 minutes - 16.6 MBSupport the show by buying me a coffee! https://www.buymeacoffee.com/TomwebsterThe latest research from the Audio Publishers Association: https://publishingperspectives.com/2021/06/audio-publishers-association-12-percent-audiobook-revenue-growth-in-2020-covid19/The Red Thread: https://tamsenwebster.com/book/See omnystudio.com/listener for privacy information.
The Influencer Marketing Advantage w/ Shreya Sharma
June 20, 2021 17:00 - 27 minutes - 25.2 MBIn an industry where influencer marketing is taking strides, how can podcasters get a leg up? Shreya Sharma talks with Bryan about how the lack of differences between the two needs to be recognized ASAP.Key Links: Shreya Sharma of Inside Podcasting Article: https://soundsprofitable.com/update/influencer-marketing-advantage -----How can podcasters best educate themselves?___Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected]| Audio engineering by Ian Powell...
How To Field Your Own Listener Survey
June 18, 2021 16:09 - 19 minutes - 17.9 MBGoogle Forms: https://www.google.com/forms/about/ The Optimization Trap - when NOT to rely solely on listener surveys: https://tomwebster.media/archive/no-one-likes-pizza/ On survey incentives:https://tomwebster.media/archive/what-do-listeners-wantpart-one/See omnystudio.com/listener for privacy information.
How To Buy Host-Read Ads At Scale w/ Jordan Harbinger
June 13, 2021 17:04 - 33 minutes - 30.8 MBGrowing your audience through host-read ads works. But it takes time and effort. Time and effort that Jordan Harbinger has put in.Key Links: Jordan Harbinger Article: https://soundsprofitable.com/update/host-read-ads -----Do you think the system is flawed? What are you doing to grow your audience? ___Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to Jame...
Who Doesn't Like Pizza?
June 11, 2021 16:32 - 13 minutes - 12.8 MBSean Ross on How to Have More Hits: https://powergold.com/how-to-have-more-hits/Ed Sheeran obliterates the Spotify record: https://www.musicbusinessworldwide.com/ed-sheeran-obliterates-spotify-record-with-68-7m-streams-in-a-day/Future replaces Future: https://www.billboard.com/articles/columns/chart-beat/7710203/future-makes-history-back-to-back-no-1-debuts-billboard-200-album-chart-hndrxxLike the show? Subscribe to the I Hear Things newsletter at http://ihearthin.gs and support the podcast a...
Don't Forget the Intangibles of Podcast Advertising w/ Tom Webster
June 06, 2021 17:00 - 30 minutes - 28.3 MBUnderstanding if your ad is working is absolutely critical. Brand Lift studies help you know if they are working. Tom Webster and Edison Research do a phenomenal job of telling you just that.Key Links: Tom Webster of Edison Research Article:https://soundsprofitable.com/update/brand-lift-studies -----Send us answers to Tom’s questions at [email protected] using the Subject “Episode 18”. Make sure to answer all 3 questions, and include your address so we can send you a sticker!“Wha...
Understanding Lift Reports w/ Matt Drengler
May 30, 2021 17:00 - 33 minutes - 30.4 MBLift reports are critical for understanding the efficacy of your campaigns. I speak with my good friend Matt Drengler of Podsights about how you want the honest truth from about attribution.Key Links: Matt Drengler of Podsights Articles:https://soundsprofitable.com/update/understanding-podcast-lift-reports https://soundsprofitable.com/update/understanding-podcast-lift-reports-2 -----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by ...
Celebrity Podcasts: Neither Fish Nor Fowl
May 28, 2021 16:44 - 10 minutes - 9.65 MBFrom The Guardian: https://www.theguardian.com/tv-and-radio/2021/may/22/are-celebrities-ruining-podcastingThe five biggest celebrities in podcasting in terms of weekly reach: Joe Rogan Michael Barbaro Ashley Flowers and Brit Prawat Ira Glass Chuck Bryant and Josh Clark And for comparison, the five highest paid actors from the past year, according to Forbes: Dwayne Johnson Ryan Reynolds Mark Wahlberg Scarlett Johansson Ben Affleck The worst of the John McEnroe show: https://www.youtube.com/wat...
The Podscape! w/ John Goforth and Cameron Hendrix
May 23, 2021 17:00 - 27 minutes - 25.4 MBThe podcasting advertising landscape is ever changing. Even the most recent map that I helped work on with the help of Magellan AI is already in need of updates. But that’s the goal of the Podscape. To help people understand the big picture, and to keep us all aware of what’s happening in this ever growing environment.Key Links: John Goforth and Cameron Hendrix of Magellan AI Article: https://soundsprofitable.com/update/podscape-podcasting-landscape -----The Podscape will only ever have a ...
Elephants, Shar-Peis, and Hedgehogs: What Recent Podcast Platform Data Really Tells Us
May 21, 2021 15:45 - 22 minutes - 21 MBSubscribe to the I Hear Things newsletter at http:ihearthin.gs. All the data I cited is represented there.James Cridland's exploration of the Libsyn/Buzzsprout data: https://podnews.net/article/spotify-apple-podcasts-market-leaderIt's Fun Not To Count Things (on the distinction of "inactive shows" by hosts): https://tomwebster.media/archive/its-fun-not-to-count-things/ Podcast Industry Insights (the source of the total number of podcasts): https://podcastindustryinsights.com/Clubhouse Users ...
Taking DAI Seriously w/ Heather Osgood
May 16, 2021 17:00 - 36 minutes - 33.7 MBIf you listen to Sounds Profitable, you listen to DAI. It’s an amazing tool which allows you to basically assemble the lego blocks of a podcast, and swap and replace things at any point in the future. Building your podcast towards DAI is easy, and should be on everyones mind. Heather Osgood speaks with me on the subject, and we talk about why DAI is the right way to go.Key Links: Heather Osgood of True Native Media Article: https://soundsprofitable.com/update/dai-for-podcasting -----Is DAI...
What Happened to Podcast Listening in Canada?
May 14, 2021 16:16 - 16 minutes - 14.9 MBThis is one episode that I encourage you to check out my newsletter at http://ihearthin.gs for additional analysis--there are lots of graphs there which help process the data better for those with a visual preference. Also, a couple of your asked about removing the background music. I saw no reason not to oblige.Links I mentioned:The Infinite Dial Canada: https://www.edisonresearch.com/the-infinite-dial-2021-canada/ Canadian employment stats: https://www150.statcan.gc.ca/n1/pub/11-631-x/11-63...
The "Accidental" Podcast Listener
May 07, 2021 14:13 - 12 minutes - 11.3 MBLink to subscribe to the I Hear Things Newsletter, including graphs of the data Tom mentioned in the show: http://ihearthin.gsBryan Barletta's Sounds Profitable newsletter: https://soundsprofitable.comRegister for Clubhouse Users in America: https://us02web.zoom.us/webinar/register/6516203299295/WN_U80SXPDQROenIIxcNmYPJARookies vs. Veterans research from Podcast Movement: https://medium.com/swlh/three-ways-to-survive-podcastings-existential-crisis-fe679f0da603The Top Ten most-recalled brands ...
Spotify Is Not Going to Kill Podcasting w/ Nick Hilton
May 02, 2021 17:00 - 27 minutes - 25.2 MBSpotify isn’t ending the world. They’re acquiring quite a few properties, and are obviously big and imposing on the landscape, but I believe that they’re not actively killing the podcasting dream. But how far they have to go to do that is open to debate. A debate we have on this episode.Key Links: Nick Hilton of Podot Pods Article: https://soundsprofitable.com/update/spotify-megaphone-deal -----Are Boston Dynamic Robots going to kill us? Or be cool friends?-----Credits: Hosted by Bryan Ba...
The Provenance of Podcasting
April 30, 2021 14:30 - 17 minutes - 16.2 MBThis week, I have an early candidate for the Real Heroes of Podcasting Hero of the Year (RHOPHOTY), and the most interesting-yet-largely-ignored-by-podcasters news story of the past couple of weeks. First, a detour from the world of art, or as we say here in Boston, aht.See omnystudio.com/listener for privacy information.
The One Thing Podcasters Must Do To Prepare For Paid Podcast Subscriptions
April 25, 2021 19:19 - 12 minutes - 11.2 MBPaid subscriptions on Apple Podcasts: should you? What you NEED to do if you go down that road. Also: how Clubhouse should spend its sweet VC cash.See omnystudio.com/listener for privacy information.
Post-Roll is Bulls#!& w/ Dane Cardiel
April 25, 2021 17:00 - 30 minutes - 28.5 MBGetting people to listen all the way to the end of your podcast is already tough enough. How do you plan to entice them further when they know there’s an ad waiting for them at the end? Dane Cardiel of Simplecast joins us to talk about rebranding post-roll, and figuring out ways to use DCI to make your podcast better.Key Links: Dane Cardiel of Simplecast Article: https://soundsprofitable.com/update/postroll-ads-are-garbage -----How much is too many ads? And what ads work best for keeping l...
Targeting Demographics in Podcasting w/ Jay Green
April 18, 2021 17:00 - 26 minutes - 24.2 MBDemographics in Podcasting get a bit murky sometimes. With digital households and the death of cookies, figuring out how we use demographics may be the future. I talk with Jay Green about how marketers should be looking at demographic targeting, and how diversifying your campaign strategies can be your best bet for your buck.Key Links: Jay Green of Cadence13 Article: https://soundsprofitable.com/update/targeting-by-demographic -----What is a digital household exactly? And what’s the best w...
Spotify is in it to Win it w/ Griffin Caprio
April 11, 2021 17:00 - 27 minutes - 25.3 MBSpotify is looking to dominate the marketplace of what goes in your ears. And currently, it doesn’t look like anyone is trying to stop them. Join host Bryan Barletta and guest Griffin Caprio as they discuss the future of audio, and what it means to you.Key Links: Griffin Caprio Article: https://soundsprofitable.com/update/spotify-is-in-it-to-win-it -----Is Podcasting still going to be called Podcasting? How far can that definition be stretched?-----Credits: Hosted by Bryan Barletta of Sou...
Does Your Podcast Track You (and is that bad)? w/ Jack Rhysider
April 04, 2021 17:00 - 34 minutes - 32.1 MBJoin host Bryan Barletta and guest Jack Rhysider as they delve into the differences between ethical data collection and malicious data collection. Is there an ethical way to get data? And if so, how do we make sure our podcasts are acting ethically? Key Links: Jack Rhysider of Darknet Diaries Article: https://soundsprofitable.com/update/privacy-solutions -----What’s the difference between tracking and data collection? Can private feeds provide what major hosting platforms can’t?-----Credi...
Can American Podcasting Learn From France? w/ Sarah Toporoff
March 28, 2021 17:00 - 30 minutes - 28.4 MBOur second week of diving into international waters. There’s far more out there than just the American ideal of podcast advertising. What can we learn from these other countries, and is a more global mindset needed for the future of podcast marketing?Key Links: Sarah Toporoff of Podinstall Article:https://soundsprofitable.com/update/france-podcast-measurement -----Why are we missing out on these markets? And how can we learn to utilize what they’re teaching us?-----Credits: Hosted by Brya...
The Future That's Being Ignored: IPv6 vs. IPv4 w/ Tom Barasso
March 21, 2021 17:00 - 25 minutes - 23.3 MBIPv6 certainly isn’t new, but it’s been ignored by podcasting for a long time. And it’s absolutely the future, as the telecom infrastructure of India is showing us. What are we doing to access those 120 million listeners who are currently being left out?Key Links: Tom Barasso of PodLP Article:https://soundsprofitable.com/update/ipv6-and-india-for-podcasts -----How is the IABv2 working towards utilizing the power of IPv6? What struggles will podcasting have in countries where IPv6 is the ma...
The Hero We Need: Programmatic Advertising Saves the Day w/ Benjamin Masse
March 14, 2021 17:00 - 28 minutes - 26 MBProgrammatic Advertising is so much more than we think it is. It’s been a scary term for some, but that stigma is unwarranted. Find out the ins and outs of Programmatic Advertising with this episode. Key Links: Benjamin Masse of Triton Digital Article: https://soundsprofitable.com/update/programmatic-advertising-for-podcasts -----Is Programmatic Advertising your backup plan? Or your main course of action?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable...
How You Should Be Protecting Your Brand, and How You're Doing it Wrong w/ Moomal Shaikh
March 07, 2021 18:00 - 30 minutes - 27.8 MBBrand Safety safety is often seen from the wrong angles. Algorithms that can’t detect tone and context often push advertisers away from markets where their inventory would succeed. What’s the future of Brand Safety look like? Key Links: Moomal Shaikh of Oracle Moat Article:https://soundsprofitable.com/update/podcasting-brand-safety -----Brand Safety can only get better with less exclusion and more inclusion.----- Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofita...
Rotten to the Core: Do You Know Who's Listening to Your Podcast? w/ James Cridland
February 28, 2021 18:00 - 25 minutes - 23.9 MBApple Core Media, Chrome, and Safari are being identified as podcast players. They’re not. What can you do to figure out how your podcast audience is being misidentified, and where does the industry go from here? Key Links: James Cridland of Podnews Article:https://soundsprofitable.com/update/rss-useragents -----How does refining our data improve our targeting? And why isn’t everyone doing this?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio...
What OPAWG is Doing to Build the Podcasting Community (and What You Can do to Help) w/ Mark Steadman
February 21, 2021 18:00 - 28 minutes - 25.8 MBOPAWG is working to build tools to help create a more accessible podcasting community, and is working with creators to make high fees and gatekeeping a thing of the past. Key Links: Mark Steadman of Podiant and founder of OPAWG Article: https://soundsprofitable.com/update/opawg-user-agents -----Why does tracking user agents as a community work better? What is OPAWG doing to standardize these agents? And what does OPAWG hope to achieve in the future?----- Credits: Hosted by Bryan Barletta ...
Losing Your Cookies: Podcast Advertising and Digital Identity w/ Rishabh Jain
February 14, 2021 18:00 - 24 minutes - 22.8 MBHow does the loss of digital ID impact podcast advertising? Does it really matter for podcasting, or will evening the playing field between digital and podcast advertising impact how we gather data? Key Links: Rishabh Jain formerly of LiveRamp Article: https://soundsprofitable.com/update/apple-privacy-and-podcasting How do we responsibly manage data stewardship? Does users’ agency to choose whether or not to be tracked by third party apps affect data collection? What data do we need to tar...
The Wild West of Podcasting and the Apple Watch, w/ Dave Zohrob
February 07, 2021 18:00 - 25 minutes - 23.5 MBWas the Apple Watch double dipping numbers on podcast downloads? Did the IAB do anything to fix it? Does the fix actually help?Key Links: Dave Zohrob of Chartable Article: https://soundsprofitable.com/update/apple-watch-os-downloads -----Download numbers are an incredibly important metric, but how can we regulate their legitimacy? Dave Zohrob and Chartable have answers, and Bryan is more than eager to talk about the good practices of advertisers, as well as the bad.-----Credits: Hosted b...
Unpacking The Challenges of Geotargeting w/ Jason Hanson
January 31, 2021 20:30 - 27 minutes - 25.3 MBIn the world of advertising and marketing, geotargeting is an incredibly important tool. But where is geotargeting going? What’s the next stage of this tool? Key Links: Jason Hanson of Wrapify Article: Geolocation Misses The Mark In Podcast Targeting ------Like podcasters running geotargeted advertising campaigns, Wrapify has to combine a large sample size with mobile device IDs to prove their worth. Did the right audience encounter the ad? Did the exposed consumers take the intended actio...