By E.B. Moss
5
1515 ratings
The podcast currently has 84 episodes available.
(Don’t blink and miss his star turn in “Tiny Shoulders” – the great documentary on evolving Barbie’s very shape.)
Learn what Matt’s learned — going from dolls to men. In his current home of the past five years he’s been modernizing marketing for men’s fashion, which he’s done through keeping tabs on culture and leveraging customer insights, evolving the brand messaging with a refreshing use of humor…
He’s taken the Men’s Wearhouse from “like” to LOVE. Matt has also switched up the overall Tailored Brands media mix – from heavy direct mail to embracing TikTok and Pinterest and podcasting. When he shared his POV on DOOH I had to pop in with my new segment called, “The Inside Scoop!”
Back to Matt, he described where they are with Retail Media and how they apply the cultural zeitgeist to messaging. Through it all, Matt is proud to lean in to Tailored Brands’ purpose-driven campaigns, such their “Threads of Valor” supporting Veterans’ organizations, and living his own personal brand through mentorship and supporting LBGTQIA.
And, being true to my personal brand, I manage to inject a little singing and a childhood story about MY Barbie into this otherwise smart and informative conversation!
00:30 Meet Matt Repicky: Chief Brand Officer at Tailored Brands
01:21 Matt’s Career Journey and Marketing Insights – from Accenture to Amazon
03:00 Guiding the Barbie Transformation and Honoring Culture
07:13 Modernizing Men’s Wearhouse and Joseph A. Bank
13:25 Exploring Media Trends – From Digital Out of Home to TikTok
15:31 Inside Scoop: Digital Out of Home with Barry Frey
22:08 Tailored Brands’ Test & Learn Approach to Media and Customer Engagement
26:35 Brand Purpose – DEIB to Veterans Organizations – to Personal Purpose
30:26 Walk Down Memory Lane – with Song and Childhood Stories
32:10 Applying Experience to Marketing Impact
Connect with Matt Repicky: https://www.linkedin.com/in/mattrepicky
Follow Men’s Wearhouse:
Instagram: https://www.instagram.com/menswearhouse
TikTok https://www.tiktok.com/@menswearhouse
Connect with Barry Frey: https://www.linkedin.com/in/barryfrey1/
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Jason’s success continued at Imperative Entertainment with Boomtown, (soon to be cross-over IP as a TV show!) which was an eye-opening experience and led him to launch his own company, Wavland, to capture real human narratives.
But first, Jason had to get a passport… then learn why E.B. calls him the Forrest Gump of podcasting….
Since then, the company has already created and delivered the podcast chart topper, “Noble” – a deeply-reported story which resonates with audiences on multiple levels.
In the previous episode of Insider Interviews, also captured during Podcast Movement, discoverability and ease of user experience in finding/listening to podcasts was high on everyone’s wishlist. Mathew’s new tech gives us hope for that wish to be a reality.
Key Moments:
00:00 E.B. Moss Delivers More from Podcast Movement
00:23 Meet Jason Hoch: Podcasting Pioneer
02:42 The Rise of How Stuff Works in Podcasting
04:16 The Birth of Narrative Storytelling
04:46 The Apple Visit, Up and Vanished and an Atlanta Monster
08:20 Discovering a World of Audio Storytelling in Boomtown
13:45 Noble: A Respectful Dive into a Scandal
17:56 Business Side of Podcasting
19:44 Brand Purpose and Values
21:07 Creating High-Quality Podcasts
25:15 The Importance of Preserving Stories
28:14 Mathew Passy Helps Podcast Discovery with a Beacon
32:07 Enhancing Podcaster and User Experiences
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Jason Hoch:
LinkedIn: https://www.linkedin.com/in/jasonhoch/
Wavland: https://www.wavland.media/
Instagram: https://www.instagram.com/wavlandmedia/
Podcast Beacon: podcastbeacon.com
Mathew Passy:
Instagram: https://www.instagram.com/mathewpassy/
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The Multifaceted Role of a Podcast Executive
When asked about his daily responsibilities, Steve Lickteig explained how an Executive Producer has to be multifaceted: “It’ll be a mix of editorial, listening to shows and giving notes, conceiving of new shows or new ideas within shows… plus meeting with the sales and marketing sides of the organization.” Given the need for synergy between the editorial and business aspects of podcasting, “You have to know everything — from making the show to understanding the download numbers and marketing attached to it.” For example, he emphasized that because listeners are “making a very conscious decision to listen to that show” that intentionality translates to high engagement and trust, which are invaluable for both content creators and advertisers.
The payoff has been clear, as he shared his pride over the growth of such shows as “Chasing Life with Dr. Sanjay Gupta” and especially creating a franchise off the popularity of “5 Things.” Those, along with shows like Anderson Cooper’s “All There Is” (and, as I got to mention in reference to my brother – who worked on the show for 15 years!, “The Situation Room”), offer brands lifestyle content that feel “safe” if they are headline-averse.
Balancing Content and Advertisements
The good news is that CNN attracts a bevy of advertisers. The challenge Steve and I – and later Gina and I – discussed is the industry having to ensure podcasts keep a governor on their ad load.
CNN’s approach with their podcasts is to try to keep it low to maintain a listener-friendly experience without turning podcasts into commercial radio.
Elevating Public Media with Gina Garrubbo
Gina Garrubbo, CEO of National Public Media, illuminated how NPR handles sponsorships in a way that’s respectful to both the content and the audience. “Rather than a commercial interruption, you’ll hear that NPR’s programming is made possible by client X who brings you Y,” she explained. This approach aligns with NPR’s mission to provide fact-based journalism – importantly, without a paywall — creating what Gina calls a “halo effect.” That serves their highly curious and engaged audience well – those “who want to understand the world around them,” she said.
That kind of environment is attractive to creators, and she was thrilled to share the news of Ira Glass and “This American Life” joining the stable recently, to the SRO attendees’ equal pleasure with his keynote with fellow NPR podcaster, Rachel Martin, at Podcast Movement!
“Eighty percent of our audience says that they consider NPR personally important to them,” Gina shared, That enthusiastic audience also infers significant trust and appreciation on NPR’s sponsors, pointing out the impact verified through various brand lift studies.
Brand Safety and Trust
Talking about brand safety, Gina pointed out that NPR does not shy away from covering hard news but maintains a respectful and non-combative tone. “We don’t pit guests against each other, and there’s a lack of sensationalism,” she explained. This makes NPR a safer environment for sponsors, even amid a turbulent political landscape. And, by the way, they don’t even take political advertising!
The Future of Podcast Discoverability
When asked about the challenges facing the podcast industry, Gina echoed Steve’s sentiments on discoverability. “Honestly, I am praying that AI will help solve this because, as you see it here at Podcast Movement, there’s going to be 20 new podcasts published this week alone. How does the listener find them?” she pondered. Like Steve, she sees a future where technology plays a crucial role in bridging these gaps.
00:38 Meet Steve Lickteig from CNN Audio
02:17 The Personal Touch in Podcasting
04:36 Balancing Content and Ad Loads
07:29 The Value of Dedicated Audiences
11:29 The Future of Podcast Advertising
17:00 The Importance of Trust in News…and Media
18:09 The Rise of AI-Generated Videos
19:14 Challenges and Strategies in Video Podcasting
20:45 Engagement Tactics for Audio and Video Content
23:11 Gina Garrubbo explains the value of NPR’s Sponsorship Model
35:13 The Future of Podcast Discoverability
36:41 Understanding the New Attention Metrics
38:59 Discover Who’s Coming to the NEXT Episode!
Bumper Listener Engagement Metrics
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New research out of Premion and Advertiser Perceptions revealed significant trends in ad spend shifting towards streaming and away from traditional media channels and increases in CTV budgets overall. (See links and download their survey results for free, here!)
Their former head of sales, John Vilade, has a knack for explaining complex concepts like targeting, programmatic buying, and brand safety in a way that’s warm and relatable. That dovetails with Premion’s goal of simplifying streaming advertising for local and national spot advertisers — acting as a ‘liberator’ for local advertisers, making advanced advertising techniques accessible.
We also touched on the competitive landscape, including how Premion has innovated with their own demand-side platform to enhance inventory acquisition and control. The discussion on FAST channels spotlights just how much they’ve grown (see above: “Customer is the Judge”!) and how crucial they’re becoming for advertisers.
John’s take on the political advertising landscape was interesting especially considering the power of local there, too; he shared more stats and facts from the Premion Political team’s research with Campaigns & Elections.
John’s extensive career journey took him from leveraging his New Jersey roots to land his first ad sales gig in Waco, Texas (you’ll have to hear that story!), on to his impactful roles at NBC (with a nod to David Zaslav for making a smart hire) and then Hulu.
John’s career has kept pace with the dynamic shifts in our industry, leading him to be really savvy about OTT and CTV in today’s market. His jokes about earning his grey hair notwithstanding, he is a bona fide beloved industry resource. But as he explains, he has always been a voracious consumer of trade publications as a way to keep a step ahead, and to help his customers thrive. Premion, is part of the larger Tegna organization, which houses LockedOn Podcast Network and more.
On a personal note, I still didn’t get to why John owns a hay farm in Texas but I appreciate that he is a big Dead head! This adds a layer of understanding as to who he is as a person, but it’s his belief in “purpose” (which he defines as maintaining a promise between giver and receiver), whether in business transactions or personal interactions, that reveals just what drives him in life and at work.
John leaves us with valuable advice on career growth (think “empathy”) and staying ahead in the ever-evolving media landscape… oh and which Detroit Tiger player he is cheering on and why!
Don’t miss this episode filled with insights, personal stories, and professional wisdom.
00:00 Introduction and the new “Royal Family” (of Content)
00:50 John Vilade’s Career Journey and Fun Facts
04:59 Understanding Premion and Its Role in OTT Advertising
07:11 Budgets and Eyes Shift to Streaming and CTV
12:36 Programmatic Advertising and Brand Safety
18:46 Premion’s Innovations and Market Differentiation
21:49 Why the Fast Rise of FAST Channels
23:46 Political Advertising in Local and Streaming Campaigns
26:15 Personal Insights and Mentorship
33:44 Brand Purpose and Personal Values
36:12 What We Want to Watch Next!
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And, please share, rate, like this podcast.
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I’ll describe a personal story about how my podcast actually helped a friend find love! But it’s really more about the importance of humanizing content and creating brand appeal. I explain my approach that generates this kind of response form guests:
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For this audience, he also shares his data-driven approach to attracting sponsors, revealing, “We have to, to be candid, fight dirty a little bit. We don’t have the brand of a New York Yankees or even a USA Gymnastics where you’re buying brand and eyeballs. But we have data, we have people, and we have a direct road to them.”
This innovative thinking has led to partnerships with brands like Naked Wines, Avis, and Hilton. Phil even teases an upcoming sponsorship that’s perfectly on-point: the “Official Fence of Fencers.” Talk about targeted marketing!
But it’s not all about the money. Phil is passionate about making fencing accessible to all. He discusses USA Fencing’s award-winning diversity and inclusion initiatives, including the “Fencing the Gap” program. “The idea of Fencing the Gap is very simple. It’s grant funding that we can put towards fencers who otherwise can’t afford to play the sport,” Phil explains.
– The complexities of Olympic sponsorships (it’s not as simple as you might think!) vs sponsorships of the NGBs (National Governing Bodies).
As a bonus, listeners get a glimpse into Phil’s personal life, including his connection to me (spoiler: we met last year when I discovered we were related by marriage!). Phil even shares why he told Sports Business Journal in his interview as a “40 Under 40” that Insider Interviews is his go-to podcast!: “A lot of what I’ve done over my career is taking other people’s ideas and applying them into Olympic and Paralympic sport. That’s how we’ve done things differently. And so I find it a great way to listen to, as the title suggests, an insider and apply their ideas to what we do.”
Whether you’re a marketing pro looking for fresh ideas, a sports enthusiast curious about the business behind the games, or just someone who appreciates a good underdog story, this episode delivers gold medal-worthy insights.
En garde, ready, listen!
[0:00:03] Meet Phil Andrews, the CEO of USA Fencing, and his Ted Lasso-like career
Team USA – Instagram: https://www.instagram.com/usafencing/
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USA Weightlifting
Alex Palombo Photography
In this must-listen episode, you’ll first hear from media maven Evan, on some key shifts in the streaming and connected TV ad landscape, why “interoperability” is essential for CTV platforms looking to compete with giants like Google and Amazon…and he describes the influx and opportunities around ad dollars from small and mid-sized businesses into CTV … IF traditional media companies innovate and collaborate around data to enhance user experience.
If you want some of the retail media budget on connected television, you have to move fast. Collaboration around data is key to improving user experience. — Evan Shapiro
The conversation then pivots Braden, who explains how being the child of successful entrepreneurial media executives — Andy Blacker and Liz Sarachek Blacker, and nephew of Peter Blacker — sparked the same spirit in him by age 8! He went on to be a viral marketing entrepreneur himself, while still juggling classes. Despite his young age, Braden offers profound insights, stressing passion and tireless effort as nonnegotiable:
Stick to the path, keep working hard, and you can’t give up. What if Mr. Beast gave up when he was making zero money? There were years when Mr. Beast didn’t make any money. So if you haven’t put in your time, if you haven’t put in your college tuition, which is like your two to four years of really sitting down and grinding at it, then don’t complain. That’s my biggest thing. Don’t complain unless you’ve felt some pain, you know? — Braden Blacker
As a true digital native, Braden understands the keeping tabs on trends and trying and revising assets to see what resonates.
For anyone looking to understand streaming’s future, influencer marketing’s evolution, and the mindset driving Gen Z’s brightest stars, this is an episode packed with invaluable insights.
01:47 Media Cartographer, Evan Shapiro on Securing the CTV Future
05:40 Meet Braden Blacker: The Teenage Media Prodigy
08:31 Braden’s Journey: From Childhood to Media Management
14:01 Building a Career in Social Media and Influencer Management
17:40 Insights and Advice for Aspiring Creators
23:36 Advice on Digital Marketing Best Practices from a Digital Native
Connect with Insider Interviews:
Instagram: https://www.instagram.com/insiderinterviews
Facebook: https://www.facebook.com/InsiderInterviewsPodcast/
YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist
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Evan, who helmed and shaped the conference, walks the innovation talk, opting to spark debate and dialogue instead of the usual talking head format.
“We wanted this to be a collision of different points of view and honest conversations about the real problems the media universe is facing right now,” Evan explained.
Per his keynote conversation with Paramount Advertising COO Steve Ellis, Evan stressed how interoperability will be the lifeblood of premium CTV content to stay competitive against tech giants like Google, Amazon, and Walmart…or face big changes in business.
Catch Evan’s POV on that, the new Nielsen Gauge, and more in his extensive content offerings: https://linktr.ee/ESHAPTV
Next, Robert Tercek joined to tackle some of the most controversial topics in artificial intelligence and media, from legal battles over using copyrighted works for training LLMs to fears of AI displacing jobs.
Robert is a renowned strategist, global authority on digital innovation, award-winning author, and educator — AND the co-host of The Futurists podcast (which is emblematic of his approach to digital creativity and embracing AI.) He says the media industry has often reacted to technological advances (remember Hollywood’s reaction to the VCRs?) with trepidation, but he challenges dystopian views, saying AI should be seen as a powerful tool, not a threat.
Providing an unexpected master class in copyright history and best practices, his was a passionate plea for embracing change and innovation.
And as I joked, “and a net loss for me as a writer?” (Note: These show notes were partly AI-assisted!) Not to worry, as he believes unique human qualities like curiosity remain irreplaceable, even as AI levels the playing field. (Don’t miss my discussion on synthetic voice in Epi 20 with John Rosso, as well.)
Read about Robert at: https://roberttercek.com/
And subscribe now so you don’t miss Part 2 with more insights from Evan, joined by 17-year-old Braden Blacker who is already leveraging digital media full time to “disrupt the creator economy.” These engaging discussions offer a balanced perspective on ensuring CTV, AI, and content advances enhance, not hurt, human creativity. Listen, learn, and join us in welcoming the future.
01:13 Media Cartographer, Evan Shapiro with candid Media Industry Insights
03:36 Creating Debates for a More Compelling Conference
08:58 Robert Tercek on AI and Media, Copyright Changes and Jobs
15:41 The Positive Potential of AI
21:12 Blended Authorship and Copyright Evolution
26:03 AI’s Role in Creative Expression, and the Future of Writing
31:28 Synthetic Voices and AI in Media
35:53 Opportunities and Ethical Considerations in AI
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“If you want to not just know how many listeners or how many downloads your podcast has, but you want to go a layer deeper, much deeper and understand the demography, the socioeconomics, the behaviors and intents of your audience, we have a product that does that.”
See what I mean?
Certainly Triton Digital’s streaming rankers are well known, but their technological advancements in audio have been game-changing; if you’re in media or marketing you won’t want to miss his take on the their innovative contributions to content management, ad technology, and audience measurement. Rosso also walks us through the nuances of programmatic audio advertising and how it’s transforming from a secondary stream to a dominant force in the industry. We also dissect the emerging trends, including the rise of programmatic guaranteed deals with local advertisers, and the complexities of ad placement in a fragmented podcasting world and the integration of linear broadcast spots into digital ecosystems.
Ever wonder how to navigate the terrain of YouTube as best practices for podcasters? Or what’s best among various ad formats. Do you have an opinion on synthetic voice? We do! What about the place for radio as a medium for public service, particularly during unforeseen events like the New York earthquake? Hear what New Yorker’s were listening to!
This interview is a must-catch for anyone interested in the future of audio content and advertising. Tune in to John’s expertise for an episode that’s as informative as it is fun.
01:16 The Evolution of Media and a Media Career: From Radio to Digital Audio
Triton Digital on Facebook: https://www.facebook.com/tritondigital.connect and X: @tritondigital
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Marketers will appreciate this informative conversation around Angie’s 25+ year story of brand building, innovative growth strategies, and how tenacity can make all the difference in scaling a startup into an industry leader.
It’s fun to hear how Angie applied scrappy early stage local marketing tactics — and the difference it made when she placed her first major media with an NPR sponsorship that helped explode the brand’s early visibility!
Gotta love audio. It’s part of why Angie is now hosting her own podcast, “Trade Up with Angi,” which I’m proud to have produced through Moss Appeal, with Steve Lack as expert editor.
Why? The Angi goal was, and is, to help homeowners get home projects done well.
But it’s also to help home service professionals grow their business, and podcast lets Angie, now Chief Customer Officer, continue her customer conversations and spotlight some inspiring pros who speak to how rewarding – and well-paid — the trades can be.
We talk a lot about being entrepreneurs, but we don’t talk enough about the local plumber being an entrepreneur, which they absolutely are.
From Angi’s corporate milestones – including the rebrand in 2021 – we truly get the insider’s scoop on leadership philosophies to brand evolution, nurturing connections, and the power of grit, ingenuity and keeping people at the core of your business. But it’s clear her warmth and approachability are hand carved into Angi’s community-focused culture. I loved hearing Angie’s personal musings on a growth mindset, purpose-driven leadership, the value of building relationships, and just when she realized she needed to build a relationship with an expert for her own home projects!
0:00 – Angie’s Origin Story: From Door-to-Door in Ohio to IPO
3:45 – Early Marketing Wins: Newspapers, Trade Shows and NPR
08:54 – Launching ‘Trade Up With Angi’ Podcast (with Moss Appeal!)
9:04 – Making it Personal: Staying Connected Through Team & Customer Relationships
11:36 – Angie’s Own Evolution: From Co-Founder to Chief Customer Officer
13:57 – Strategic Rebrand: Unveiling Angi and Expanded Service Offerings
20:47 – The Value of Considering the Skilled Trades, Being a Part of the Community and Leading with Purpose
The podcast currently has 84 episodes available.
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