Podcasting Goes Mainstream. How Can Authors Benefit? Lessons Learned From Podcast Movement 2019

Audiobooks are the fastest-growing segment in publishing — and podcasts sell audiobooks because you’re reaching people who are already listening. Those who consume media in audio (like me) want everything in this format, and whether it’s conversational interviews, industry news, serial fiction, or a full-cast, multi-voice production, podcasts are on the rise.

In this episode, I’ll explain some of my lessons learned from Podcast Movement 2019 and how it could impact you in terms of creation, marketing and revenue possibilities. Plus, some thoughts on the mindset of a creative entrepreneur, so even if you’re not interested in podcasting yourself, this will be useful.

2019 marked a tipping point with over $1 billion pouring into the industry and the rise of ever more creative podcast networks. Edison Research reported that, among the U.S. population ages 12 and older, the total number of people who have ever listened to a podcast passed 50% for the first time.

“This is a watershed moment for podcasting–a true milestone. With over half of Americans 12+ saying that they have ever listened to a podcast, the medium has firmly crossed into the mainstream.” Tom Webster, Senior Vice President at Edison Research. 

I’ve been podcasting since March 2009 and I’ve never been to a podcast conference before Podcast Movement in August 2019.

Similar to my decision to self-publish before the Kindle, podcasting is something I decided to do way before there were courses and easy-to-use software and even before 4G and smartphones made it worthwhile, so it was strange to find myself amongst thousands of attendees and an industry that has really only just started growing significantly. I have pages of notes for ways I’ll be improving my podcasts — yes, I have two now, which is inevitable if you love audio! — but how can you, as an author, take advantage of podcasting going mainstream?

(1) Attending live events will grow your knowledge and income

This is broader than Podcast Movement but it’s worth stating up front because I need to remind myself of this every time I travel for work.

I’m an introvert. As I write this, I’m utterly exhausted from too many people and too much noise, as well as bloated from hotel food and jet lag. The travel experience was expensive and tiring, and Orlando airport was one of the worst experiences I have had traveling to the USA. I’ve even had to cancel my business credit card because of fraud alerts. On every practical level, it was a terrible trip.

But I’ll be heading to another conference in just a few months, and I will keep going to live events and conferences — yes, even in the USA! — because it’s time away to focus working ON the business, not just IN the business. Without that time to reflect, it’s too easy for everything to become ‘busy work.’ Another book written, another launch, another ad campaign, another social media push, another podcast interview, more and more emails …

You have to get off the wheel sometimes or it will spin you into crazy.

I revisit my business and personal goals every time I travel, especially when I’m alone. I have time to reflect on what’s working, what I need to change, what still makes me excited and what I really have to stop doing before I run away screaming. I always learn from conference sessions and I write a lot of notes, plus this time I discovered some exciting new technology which immediately impacts my business. I meet new people and connect with those I know from years ago.

Podcast Movement has re-ignited my enthusiasm for audio, which was already high