In Podcasts, Production Matters

Not all podcasts are created equal. Ironically, as the podcast market soars, it’s hard from time to time to get through even some of the more well-known and successful ones, and you come away asking yourself why.

Holland Cooke  has supplied the answer, and we’re flattered that we’re part of it!

In his monthly newsletter, in an item headlined, “Why Many Podcasts Fail,” the longtime radio industry pundit says, “Same reason many talk shows underperform: blah, blah, blah.”

He notes that he was sent Marc Maron’s “WTF” podcast with a guest he really wanted to hear: Todd Rundgren. “But I never got that far. After 14 minutes of Maron saying nothing (other than four commercials), I bailed. OK, OK, I realize I’m criticizing one of the stars in the podcast galaxy. And his Barack Obama interview sure was groundbreaking. But don’t take my word for it. Search it, and tell me you made it all the way to Rundgren.”

“Then hit and hear “Distraction” or “The Car and Driver Podcast.”  Hear the difference?”

Listen to what he says about our shows: “You’ll hear how broadcasters can be advantaged in the on-demand audio arena, by applying professional production techniques, and if – repeat, if – we remain humble about the listener’s attention. Simply scripting (what a concept) is lots more courteous to the listener -- and lots less naive about time spent listening (TSL) -- than rambling garage jobs rationalized as ‘authentic.’ “

Cooke also points to “a money issue [with podcasts], as advertisers seeking to target narrowcast-topic listeners pay bigger-than-broadcast CPMs. Yet advertisers don’t know with certainty that listeners didn’t bail. Control has shifted from producers to consumers. They now decide ‘what’s on’ and when, and on which device. With so many media choices, consumers now set the bar high.”

Yes they do. Take a listen to our podcasts and let us know what you think.

Subscribe to Holland Cooke’s newsletter here




Jim Alkon
Marketing Director