In this episode, hosts Todd Cochrane and Rob Greenlee dive deep into what defines a podcast for listeners and creators alike. They emphasize the crucial need for podcasters primarily to understand and value the open RSS system, which ensures an open ecosystem. Meanwhile, they bring attention to the growing trend of YouTube creators labeling their shows as podcasts, despite the lack of an RSS feed for syndication. This practice puts those creators at risk of losing their entire audience should YouTube decide to de-platform, de-prioritize, etc. Todd and Rob stress educating podcasters about maintaining open podcasting standards since 2004 when gatekeepers controlled the media space. While at the same time, supporting audiences on all platforms gives the diverse nature of podcast syndication. They also play around with Midjourney at the show’s end for some comical episode art.
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The Battle to Keep Podcasting Open and to Educate New Podcaster #545

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In this episode of the New Media Show, hosts Todd Cochrane and Rob Greenlee delve deep into various facets of the podcasting world. Their discussion started with Todd sharing his travel experiences to and from the Philippines, where he attended Podfest Asia.
Discussing the state of podcasting in Asia, starting with Spotify’s significant influence in the region. Todd highlighted the disparity between Spotify’s support for podcasters in Asia and Apple, noting that Apple has lost considerable market presence due to its limited engagement and support.
The conversation also covered the financial aspects of podcasting, particularly around local sponsorship and global advertising revenues in the Philippines. Todd shared insights from his interactions at Podfest, discussing the scarcity of local sponsors and the reliance on global advertisers who target top-tier shows via well-known hosting providers. This led to a broader discussion of potential growth and development within the Asian podcasting market, including creating content networks and using podcast editing services in the Philippines.
Todd and Rob also discussed the various challenges faced in these markets, such as the dominant preference for Android over Apple, which affords Spotify an edge due to its accessibility on Android devices. They dove into the specifics of mobile data usage in the region, discussing the economic and accessibility factors that favor Spotify over other platforms like Apple, which hasn’t yet offered a native podcasting app on Android.
They discussed the report of 1.9 billion in ad sales and the challenges coming in discovery. See everyone in three weeks as we are both traveling.

Podfest Asia Recap #589

In this episode of the podcast featuring hosts Todd Cochrane and Rob Greenlee, they delve into a comprehensive discussion on podcasting, focusing on the viability and reality of video podcasting.
The episode begins with Todd updating listeners on his business-related travel plans, which include attending Podfest Asia. Rob and Todd then shift the conversation to the state of podcasting events. They discuss the expected attendance at various podcasting events, including an Asian conference and the larger Podcast Show in London. They provide insights into the logistical challenges and benefits of these events, including the impact of ticket sales strategies on attendee counts.
Much of the discussion centers around the role and influence of video in podcasting. The hosts delve into the misconceptions and hype surrounding video podcasting, emphasizing the challenges and realities versus the expectations set by platforms like YouTube and Spotify. Todd shares his concerns about the lack of support for open RSS in video distribution on significant platforms and stresses the need for a broader video strategy beyond just YouTube.
The conversation also covers the practical aspects of managing a podcast, such as the importance of proper session titles and handling logistics at podcasting events. Todd explains his approach to giving talks at these events, which include providing realistic expectations and debunking myths about video podcasting.
Both hosts engage in a detailed analysis of the industry’s evolution, particularly regarding sponsorships, the integration of video content, and the potential future of podcasting as it integrates more fully with digital media strategies.
The episode is rich with insights into the technical, logistical, and strategic aspects of podcasting, offering listeners an in-depth look at what it takes to run a podcast in the current media landscape. The hosts’ expertise provides a valuable resource for anyone interested in the inner workings and future potential of podcasting, particularly in relation to video content.
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New Media Productions
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Coldwater, Mi, 49036

Video Podcasting: Hype vs. Reality #588

In this episode of the New Media Show, hosts Todd Cochrane and Rob Greenlee dive deep into the significant news of Spotify, Megaphone, Chartabe, and Podbean pulling out from the IAB podcast measurement compliance. They discuss the various implications and reasons for these decisions, what they mean for the podcasting industry, particularly in advertising standards, and the broader consequences for podcast creators.
The episode begins with Todd discussing feeling overwhelmed with work demands, contemplating hiring an assistant, and the difficulty of finding someone who can handle the specialized tasks related to podcasting.
The conversation then shifts to the main topic: the departure of Spotify and Podbean from IAB certification compliance. They first examine the impact on Spotify, with Todd acknowledging Spotify’s significant internal metrics due to its app-based system allowing detailed listener tracking. Despite Spotify’s data advantages, Todd discusses the necessity and cost of IAB compliance, especially with changes to membership tier pricing affecting the company’s expenses.
Rob weighs in on the issue, surfacing concerns about the potential adverse effects that the removal of certification might bring about over time. However, he also notes that Spotify’s financial situation possibly contributed to their decision. The hosts delve into the nuances of IAB certification costs, compliance, and how these factors influence their decisions as service providers, drawing on personal experience and insights from the industry.
Todd shares news about Blubrry’s partnership with BackBeat Media for host-read advertising, emphasizing the importance of maintaining IAB certification to fulfill this partnership’s reporting and trust requirements for advertisers.
Rob plans to invite a CEO from the brand safety industry on the show to discuss these issues further, something they’re wary of due to its potential implications on content censorship.
They reflect on in-person studio trends and the movement towards more video content creation, balancing skepticism with acknowledgment of the potential personalization and authenticity such setups might offer specific high-profile creators.
As the episode progresses, they discuss the strategic importance of not putting all content into one platform’s basket, citing several instances where reliance on a single platform like Google or YouTube has proven risky for content creators.
Rob updates the upcoming New Media Show schedule, noting that he will be out of town for specific dates, and Todd shares his travel plans to the Philippines and the UK, making it necessary to shuffle their broadcast schedule.
The episode concludes with the hosts touching upon platforms such as TikTok’s tenuous status amidst government regulations, the importance of free speech, and the preservation of open RSS as a channel for independent creators to share their content without restrictions.
Listeners are encouraged to engage with the show via email, and Todd hints at developing a new mailing list for the show. They thank their audience and close with a reminder to follow or subscribe to the New Media Show on favored podcast apps, highlighting newer platforms featured at podcastapps.com.
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New Media Productions
365 N Willowbrook Rd
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Coldwater, Mi, 49036

The Impact of Spotify and Podbean’s IAB Departure #587

This episode of the New Media Show, hosted by Todd Cochrane and Rob Greenlee, delves into various aspects of new media, particularly the integration and impact of video with traditional podcasting audio media.
The conversation opens with Todd Cochrane welcoming listeners to the show and introducing his co-host, Rob Greenlee. They further discussed their involvement in recent media industry events, with Rob Greenlee recounting his experience at the Las Vegas National Association of Broadcasters (NAB) event. He mentions various aspects, like the Creators Lab and facilitating discussions about editing trends and AI integration in media production.
Todd Cochrane shifts the discussion towards technology advancements presented at NAB, prompting Rob to illustrate the shift towards genuine content production in video media, as content creator Mr. Beast suggested. They comment on changes in production styles and audience engagement strategies.
Later, Todd expresses his skepticism regarding podcasters transitioning to video, emphasizing the challenge of achieving success in this medium compared to audio podcasting. However, Rob suggests that the current trend demands a video-first strategy and that not embracing it might be risking growth opportunities. Nonetheless, they agree on the importance of being strategic about including video.
The hosts then touch upon the business aspects of content creation, with Todd sharing a conversation with a podcast producer concerned about the high costs of producing a branded podcast. This leads to a broader discussion about the economics of podcasting, brand deals, and platforms imposing restrictive conditions on content, and eventually transitions to talk about the importance of open RSS feeds and protecting free speech in podcasting.
Rob later introduces a new topic detailing the growth of platforms offering premium memberships for content creators, using ‘UScreen’ as an example. Todd is critical of the service’s pricing model and the cost implications for creators who monetize their content.
Wrapping up, Todd and Rob delve into the controversial topic of brand safety and suitability in the media and the potential negative implications such measures could entail for content creators. They debate issues like self-censorship, freedom of expression, and the impact of algorithmic content moderation. They briefly explore the differences between the agency and platform levels of content control and foreshadow an in-depth future discussion on this subject matter with industry experts on brand safety.
The show concludes after a two-hour conversation, encompassing many themes around the new media landscape, video and audio content convergence, the future of content monetization, and the enduring significance of protecting free and open platforms for podcast creators and consumers.
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New Media Productions
365 N Willowbrook Rd
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Coldwater, Mi, 49036

Exploring the Convergence of Video and Audio in New Media #586

In this episode of the New Media Show, hosts Todd Cochrane and Rob Greenlee dive deep into the challenges and realities faced by podcast content creators, particularly regarding YouTube’s algorithms and discoverability. The conversation spans from the practicalities of podcast production to the philosophical aspects of content creation and distribution.
Todd begins the show with a warm welcome, and after some playful banter, the discussion shifts to the necessity for good podcast equipment, especially boom arms, as Rob’s recently broke. Todd vouches for the quality of Heil boom arms, recounting his favorable experience and offering Rob a spare if needed.
They transition to talk about internet infrastructure, including router replacements and internet speed upgrades. Todd recounts his experience with a cable provider and how he negotiated a better deal for faster internet.
Rob shares his observations on the friction between Podnews and Sounds Profitable, mainly sparked by a tweet from Tom Webster about his keynote at Podcast Movement Evolutions not being covered by Podnews.
The hosts debate the role of YouTube in podcast content distribution. Todd is critical of YouTube, arguing that it mainly benefits a select few shows and fails to provide sufficient discoverability for most content creators. At the same time, Rob contends that success on YouTube is possible but requires considerable effort and is based on algorithmic promotion.
They discuss the importance of engaging artwork for episode promotion. Rob shares his success using customized thumbnail art on YouTube, emphasizing that even minor details can enhance discoverability and audience growth. Todd questions the practicality of such efforts, pointing out the time constraints most podcasters face.
Rob notes the importance of adapting content for multimedia consumption, considering how the audience increasingly watches videos on mobile devices. Todd maintains his stance, emphasizing that audio content remains his preference and doesn’t engage in video content to the same extent.
Rob touches on the opportunities of video podcasting outside of YouTube, suggesting alternatives like Kajabi or community platforms might gain significance. They conclude with a discussion on the future of video podcast publishing and the importance of open RSS feeds.
The episode ends with Rob mentioning his upcoming activities at the NAB Show as a panel moderator for the Creators Lab Conference and as a workshop presenter for StreamYard. Todd shares his contact information, encouraging listeners to get in touch via email or follow him on Mastodon.
The title of this episode, “Reality Check: Podcast Content Creators vs YouTube,” aptly reflects the central theme of the episode, where both hosts confront the challenges podcasters face with content creation, promotion, and platform dependence, specifically dissecting the dynamics between podcast content creators and the YouTube ecosystem.
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New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036

The Battle to Keep Podcasting Open and to Educate New Podcaster #545

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