Were going to build the podcast business by running Will Ferrell at you until youre sick of it, because we control that inventory and we control that distribution.. I dont know. Carolina Sums Up The Whole Podcast (The Ron Burgundy Podcast) Funny Or Die 3.5M subscribers Subscribe 288 Share 40K views 3 years ago Listen to the full episode here: https://ihr.fm/2WcbhiE. He used his podcast as a way to capture that language and report on how a language dies off the face of the earth, never to come back. In around 2008, I was the general manager of a company called HowStuffWorks.com, and we were acquired by Discovery Communications. Theyll do it for usually one of two reasons. I think every CEO has but one tool, and its shuffling the org chart to solve problems. Yeah, youre right. As a creator or a publisher, I can plug my RSS feed into a distribution app if I so choose, and people subscribing to my RSS feed. Its back to the org chart a little bit with this. That's it. Anybody in the room, and most of us do work in podcasting, know that number is harder and harder to get every day. I feel like you have a very strong conviction, so I feel like I might know how youre going to answer this, but I do ask everybody this. It didnt hurt that this explosion hit podcasting. This thread is archived Yeah, we do too. Its really that simple. Its probably cheaper to buy those shows, it might be cheaper to produce those shows. Be a startup, or is it something that you did? Weve earned this. But that maverick approach has included some controversial steps as well. Radio and podcasting have very different constraints. I think its going to be good, and I want to put it in front of many people. Theres no asterisk on the answer back to him. It has brought in underrepresented creators like nothing else weve done. We do this so no one ever feels like, I havent heard from iHeart in a month. A decent example of this is a program we have called NextUp. I think its real. I just get a little bit defensive or protective about the other 3,000 shows. Its a great question, because isnt everything direct response at the end of the day? In this podcast, Ferrell discusses his opinions on various topics and shares his thoughts from Ron's point of view. I just keep hearing the trailers and it sounds godawful. We have this mantra: Any seller can sell anything any day of the week wherever they live and work.. Google wants something, were all going to make it, then theyre going to turn it off, and a bunch of businesses will die. We had three or four people who were our formal official sales team at Stuff Media. In this one, I couldnt identify the problem that it was solving, and therefore I think the industry tripped up on it. See omnystudio.com/listener for privacy information. But I also think it fundamentally tripped up a little as a business model. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we . Our business affairs team is busy and accounts for a lot of our growth. There was a YouTube announcement earlier today. Its the suspense for the org chart question. We saw a shift from performance marketers or direct-response marketers into bigger brands thanks to ad tech evolving fast in podcasting. Do you care? I look at the companies that have the targeting capabilities. Everything, I promise you, is simpler than you think. No. Two really different examples. Im proud of the numbers. We were especially interested in it recently because we were launching a thing called iHeartLand, which was basically iHeartMedia as a Roblox map and an island in Fortnite. Hollywood is a difficult, complicated industry, its nothing new to say that. On the other side of the business, you own the distribution. The reason we started this company was because I think he genuinely had a blast making The Ron Burgundy Podcast. People trust podcast content more than they trust what they see on social media by like 60 percent more. That is technically a long tail show. You have a distribution model that is free. You start to reverse-engineer all the content you make because that works best on such-and-such platform. I dont have this concern in podcasting. Hes going to start this journey now of trying to get into college. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. I just dont know that we at the NFL are going to get this as right as you guys might, as fast, and we want to partner with somebody really big. Its a very similar model to Pushkin Industries. And that will lead to conversion for something else for you? One was just investment. the old way of the show is a better format, but at least the live shows are contributing ticket sales to charity. Podcasting not to your question, but as a side answer has bucked that a lot to date. You have to make a lot of decisions. After finally learning what a podcast is, Ron Burgundy legendary news anchor and esteemed podcaster is back for season three of " The Ron Burgundy Podcast !" This iHeartRadio original podcast is sure to bring the laughs as everyone's favorite 70s news anchor continues to sharpen his podcasting skills. I think theres a creative freedom to it that allures a lot of people, but it doesnt have the mass reach of broadcast radio yet. Theyre killing it right now. Our marketing people are here, youre very good. It has made conversations with creators really simple, because you can rest assured that at some point in the conversation they will ask, How are we going to distribute? Lets hang with Will Ferrell for a second. A million monthly downloads or more is a ton. Yeah. The math works out with subscription, but Im not sure how it works out with advertising. We dont care. They have taken this nine out of 10 American adults a month and just informed it with a digital listening panel. Thats actually a podcast we make together thats actually awesome. Its not mutually exclusive, first of all. While some podcasts will make amazing video channels, YouTube channels, Facebook video series, and amazing Netflix series, I worry that it feels like the requirement to sit at the adult table. To put it simply, we have a platform. Hes like, I want to get as much audience as possible. There are lots and lots of podcast titles, lots of celebrities in the format, lots of rewatch podcasts. 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. No Longer So. Ill end on this. Well, we have over $100 million a year in broadcast radio marketing. He founded MTV way back in the day, and hes had a long career of being the CEO of several companies. Podcast star Joe Rogan mocked Donald for attempting to brand Florida Gov. 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. We have a huge digital revenue sales team run by Carter Brokaw, whos fantastic. The Ron Burgundy Podcast | Podcast on Spotify Home Search Your Library Create Playlist Privacy Center Cookies Preview of Spotify Sign up to get unlimited songs and podcasts with occasional ads. And everything in between. New episodes come out every Monday for free, with 1-week early access when you join Amazon Music or 1-week early and ad-free for Wondery+ subscribers The only reason we have that number is because of broadcast radio marketing. There is no moment where theyre surprised a month or two later that such-and-such advertiser has been underwriting their entire slate and they hate that brand, or something like that. How do you make sure they sustain? The other is the digital audio group. It said, Lets do mega deals. That could be worth it, if a creator is that good, you may want to pay that. I dont see a reason. The tales he unfolds and his interview with a criminal psychologist are positively bone chilling. Show Monocle 24: The Foreign Desk, Ep Explainer 355: Ron DeSantis vs Disney World - 1 Mar 2023 Oh my God, do you have an Agile scrum podcast? All of our attention is on audio now because of podcasting. I wonder how much Im spending on audio marketing? That number is usually nine or 10 percent of their overall investment. Paid marketing is still helpful, but like 95 percent of that is Facebook marketing for a specific show if it wants to hit a very specific demographic. That definitely helps, so we jumped in. The oldest one, Pierce, is 17. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things . Youve been more or less anti-subscription. I only say this to you because thats how we do that sale. Are you open to video? Its an audio medium. Because if youre launching new stuff, youve built the archive, you built the library. It has been a pitfall of digital media from day one. What ensues is a genuinely improvised and authentic conversation filled with laughter and newfound knowledge to feed the SmartLess mind. Ron Burgundy is going live in the next season of his iHeartMedia podcast. So if you could just bring back the old format that would be great. I didnt know it until then, but once he said it I was like, Oh my God. Its called Hot Pod, written by our very own Ariel Shapiro. But yes, weve seen that convert. The Ron Burgundy Podcast. But I still own and control the pipe. I think marketers in this moment are actually not turning down in advertising as much as youd expect. I dont know that well have a big reveal. 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 Fog Ron is joined by a live band as he attempts to record a theme song for the Ron Burgundy Podcast. Sometimes these restructures are a little bit fake. You can feel however you want about it, but we all did it. I want to come to exclusives and to consolidation. 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. It didnt go well for him either. Thats interesting. What that meant for us was that we were not the main course anymore, as it were. You just saw it happen. You dont? Ron takes a stab at the most popular genre of his new chosen mediumthe True Crime podcast. Theyre mine. Jun Group is a vendor that drives marketing for podcast companies that is targeting mostly gamers, whether those are gamers playing Subway Surfer or people who overindex for the metaverse. 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. Ive listened to you in the past. Ive never seen a medium move from widely distributed, free, high quality, and low to no ad load, move into a paid medium with exactly the same assets. Menu. Wheres the tension there? We have a whole newsletter for podcasters. Big Money Players and iHeartPodcasts. We have talked about a lot of your shows, and we have talked about all of the new things youre doing. Is there any tension there at all? Be as simple as you can in your answers, in your approaches, in your strategies. You have an ad load that is light. Nothings perfect, but its pretty close to perfect. 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. 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 . Crypto company Gemini is having some trouble with fraud. Competitive separation, category exclusivity, and share-of-voice conversations suddenly became possible when you could dynamically insert into ad tags. I have nothing else to say. Yeah, we did a great Decoder episode with Chris Dixon, the lead partner for that stuff at Andreessen Horowitz. In my opinion, I dont think we would be where we are as an industry otherwise. In fact, you almost certainly kill true creativity when you hit that moment. It is a centralized medium when it comes to RSS feeds. One way to do that is to create different operating segments in your company so you can talk more about how well youre doing inside certain divisions and businesses as opposed to it all getting lumped together into one big overall set of numbers. 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? We're all in a glass case of emotion. Then on the other side, you have MrBeast, who literally gives away money to start a hamburger chain that will make him a billionaire. The Ron Burgundy Podcast podcast - Listen online for free The Ron Burgundy Podcast Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! I know that sounds crazy. I dont think this is wishful thinking. 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. This may be debatable, and may feel like an affront to a lot of folks in the room who live and breathe podcasting as an original medium. But I have learned firsthand and talked a lot about the extent to which broadcast radio talent has honed this craft of conversation over the last hundred years and certainly the last few decades, and the extent to which that has driven our medium, just sheer talent hitting the medium, but also with an awareness of the medium. Yeah.