The Jag Show

On September 11th, 2001, I was a senior in college.  My memories of that day are still so vivid.  It's wild to me that we now have a generation of adults entering the world that are too young to remember this day.   I feel it's incumbent upon us to share our stories - so 9/11 isn't "just another date in a history book."

Bonus: Here's a group of us recalling the day at WJPZ, our student run radio station:https://wjpzat50.simplecast.com/episodes/wjpzon911

Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

I came out of Podcast Movement 2024 with two key takeaways: better audio analytics, and the importance of YouTube.

Today, I explain that downloads, while still industry standard, do not paint the whole picture of who's listening to your show, when, and for how long?  The real key data can be found on your dashboards within Apple, Spotify, and YouTube.

Speaking of YouTube, the biggest change in podcast survey data between 2023 and 2024, per Tom Webster of Sounds Profitable, is the percentage of consumers who are discovering podcasts on YouTube.   Having at least your audio on YouTube is crucial at this point.   Should you have your video there as well?  Ideally yes in the world of SEO and algorithms, but Tom explained why it may not be a good idea for everyone.

Finally, what about growing your podcast?  I share some tips I learned on how to do that.   Spoiler: you have to do more than blast each episode onto all your social media channels.

Also, the Sounds Profitable Podcast Landscape webinar is this Wednesday, featuring a treasure trove of conumption data.  You can sign up here: https://zoom.us/webinar/register/1417244414089/WN_FmmkfieESZ69XqSSpXptlQ#/registration

Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

Podcast Superfriends Episode Dedicated to "The Money Chase" https://www.soundoff.network/show/the-podcast-super-friends/the-money-chase/

Lately, I've been seeing a number of large podcasts chasing additional revenue - everything from The Daily to Pod Save America to The Tucker Carlson show.   And they've all made critical errors, each in different approaches.  I explain.

Yes, there are ways to monetize your show, even if you aren't pulling millions of downloads and selling off your numbers.  Today, I give a quick overview - everything from sponsors, to premium content, to subscription models and more.  Please don't make the same mistakes corporate radio did as it continues its slow death spiral.

For a deeper dive on how to make money off of your podcast, check out our episode of the Podcast Superfriends at the link above.

Finally, will you be at Podcast Movement in DC next week? If so, let me know.  I'd love to say hello.

Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

Has Podcasting overtaken AM and FM Talk Radio?   Well, yes and no.

This is from Edison Research’s Share of Ear Survey. In 2017, 66% of all spoken word audio was consumed over AM and FM radio.  Only 13% of ears went to podcasts.  Well fast forward to the second quarter of 2024.  Talk Radio is at 43%, and Podcasts are catching up at 36%. 

But if we dig a little deeper, among ages 13-64, Podcasting has ALREADY surpassed AM/FM Talk Radio – 41% to 39%.   So the only reason the radio still wins is the 65+ demo, who pick the radio 5-1 over podcasting.  So while talk radio listeners are yelling “get off my lawn!” podcasting will catch up – if not this year, probably by 2025.

This change will be accelerated by increased podcast discoverability.  According to PodNews, Matthew Passy and the folks at Custom Podcast Solutions will be debuting an NFC-enabled Bluetooth Beacon.  You can wear it on your wrist, and instead of telling someone to search, or scan a QR code, you can have them tap their phone to open your podcast.  This is supposedly going to be on display at the Podcast Movement this August in DC., so I’ll be sure to report back.

Some Spotify-related news to close with this week

First, Spotify is ditching polls and adding comments to podcast episodes.  And unlike Apple, you can approve comments, block trolls, and manage the comments on their new Spotify for Podcasters app, not to be confused with the Spotify App itself.

And finally, Spotify is now bragging that they have 250,000 Video podcasts on their platform.  I’m still leery of this – I don’t want to use Spotify for Podcasters to access this tool, because I don’t want Spotify to own my show.   For me, I’m going to stick to producing an audio podcast via my RSS host, Simplecast, for Apple, Spotify, and more.   And I’ll put the video directly on YouTube, which has a much bigger audience than Spotify.  And because these episodes are short, I’ll keep posting the video directly on my social media channels via JAG in Detroit.Because each social media app’s algorithm likes videos that keep people in their app.  I’m more interested in getting my content to as many people in as many places as possible.

Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

Over the long holiday weekend, my wife and I puppy-sat for Henry, a 4-month old golden doodle.  And this got me thinking.  Puppies and Podcasts have a FEW things in common.

When you start a podcast, you probably have the exuberance of a puppy.  Henry has a habit of BOUNCING when he walks – he’s very excited, and it’s very cute.   But at some point, you need to learn HOW to walk.  And you can learn that by observing other podcasters.  Our cousin, Henry’s owner, said on walks, he’d just plop down on the sidewalk.  But when we walked our 10 year old coonhound Jules, Henry would follow her around, like, well, a puppy dog.  The added bonus, 3+ miles of walking per day makes for a very tired, and thus very well behaved, pup.

You may have a plan for your podcast, but in the early goings, you may have to change course.The plan was for Henry to sleep in a crate in our bedroom.  But his first night with us, this well behaved pup screamed and cried and barked from 11pm to 1am.  Now, I’m sure some neighborhood fireworks didn’t help, but around 1:15am, we called an audible.Henry would sleep in our bed all week.Sorry to his Mom and Dad if you’re listening – I’m sure he learned some bad habits here at Camp Jules.   Bottom line, you may think you know what you’re podcast is going to be – but if it’s not working, it’s OK to change – even after you’ve launched.

Then there were the puppy teeth – who knew they were so sharp?  Yes, they hurt when he nipped at my ankles – and yes, those first few podcast mistakes may leave a mark.   But outside something drastic, or outside the realm of common sense, you aren’t going to destroy anything in your first few episodes.  No matter how hard Henry went at those deer antlers or stuffies, he didn’t cause any real damage.  It’s OK as a new podcaster to be “teething.”

At the end of the day, your new podcast needs a lot of attention – you are still figuring out your new world.  But the more time and care you put into it, the better your results.   You might need constant reminders about mic technique and avoiding tangents – the podcast equivalent of “don’t eat that and don’t pee on that.”  Lata!

Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

Today I’m going to tell you three podcasting mistakes to avoid with your show.

First one, pretty straightforward.  Avoid the word “podcast” in your show title.   Two reasons.One, if someone is consuming your show, they already KNOW it’s a podcast.   Two: SEO.  According to James Cridland and PodNews, there are 700,000 podcasts that include the word “podcast” in their title – 16% of all shows currently listed.  How the heck is your show going to stand out in search, if it’s using the same words as a sixth of all PODCASTS?

Next mistake – assuming listeners skip ads.  Sure, we’ve all skipped ads from time to time when listening to a pod.  But a new study from Sounds Profitable shows 68% of listeners, more than two thirds, have listened to at least SOME ads in podcasts.Now maybe they’re multitasking and can’t reach the skip button, or maybe the ads are well executed.  But either way, in a world where it’s harder and harder to grab someone’s attention, don’t write off podcast ads.  Also, they don’t have to actually BE ads.  They can be promos, announcements about your show, calls to action.The possibilities are endless.

OK, final mistake to avoid.And bear with me because there’s some nuance here.   Spotify recently opened up video to ALL podcasts, not just the ones hosted ON Spotify.  So if you’re more invested in video views than audio downloads, great.  But if your show is audio first, and you use audio downloads and streams as your most important metric, DON’T put your video on Spotify.  Back to James Cridland and PodNews – who say if someone consumes your video content on Spotify, it won’t count as an audio download with your host.   And you’ll lose those numbers.  So if audio downloads are most important to you, leave your show on Spotify as audio only, just like you have been, and just like I’m doing.  Lata!

Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

It’s one of the hardest questions when you start a podcast.  Should I do video, or just audio?  Well, I think I’ve found a way to split the difference.

I was helping a new client launch a podcast this week, and we were talking, as is often the case, about audio versus video.   In a perfect world, we’d all have a video team of several people who can put together something that would make Steven Spielberg proud.   But the cost of that – in terms of money AND time – don’t make it possible for most of us.

Also, the hardest part of starting a podcast is AFDI – Actually (hmm) Doing It.   The barrier to entry in podcasting is low, and we want to keep it that way.  We don’t want someone MORE scared of getting into the space.  Trust me, as an ex radio guy – it’s a lot easier to SOUND good than to LOOK good.

However - online video, particularly short-form video, has exploded in the last couple of years.   And Reels are helping with podcast discoverability.   And with our goldfish attention spans – you probably need a more compelling visual than a moving waveform and static image of your podcast artwork.

So here’s how to get the best of both worlds.  RECORD video of your podcast interview.  You can do this with any remote recording software, like Squadcast, Riverside….even Zoom.Or, if you’re in person, use your smartphone.   You’re still doing an audio podcast, but you now have all the video footage.  Grab some 30 second clips of your guest saying something great – and use a service like Descript or Headliner to make eye catching captions, and throw it up on Tik Tok, YouTube Shorts, Facebook and Instagram Reels, you name it.  Then link back to, or promote the actual podcast.

Knowing you’re only going to take very short clips can take some of the pressure off of video – you don’t need to make eye contact with the camera at all times, the lighting doesn’t have to be perfect, and your hair doesn’t either.    It’s much easier to have TOO MUCH content, than NOT ENOUGH.  So, provided your guest consents to being filmed, grab the video to use, repurpose, and promote your show later.

As always, no matter what you budget, video or audio only, if you need help with a podcast, you can find me at jagindetroit.com.  Lata!

Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

Spotify for Podcasters, or Anchor, as it used to be known, is a free platform for hosting your podcast.   But as we all know, nothing is TRULY free.

I've long said that Anchor, or now Spotify for Podcasters, is a great tool if you're dipping your toe into podcasting.  They won't charge you a monthly hosting fee, and you can kind of get the hang of your craft.  Because the hardest part about doing a podcast - is actually starting one.

Well some previously announced changes for the platform are about to take effect.  The first one probably won't affect you - the "Music and Talk" pilot that allowed you to do a podcast that included full licensed songs on the platform.  I played with this in an experiment called "The JAG Throwback Show" - mostly to scratch the itch that comes with being a former radio DJ.  But you couldn't talk over the intros of songs (what's the point of doing a radio show if you can't hit a post?) and only Spotify PREMIUM subscribers would hear the whole song.   Users on the free tier would only hear the begining and end.   So fun idea, but no big loss.  Here's a link to that show: https://open.spotify.com/show/2j6cYPd7dmiPDuMdT2PLHr?si=56b8fc13bd824c0b

On the podcast side, Spotify is eliminating their internal production tools, and beginning a partnership with Riverside, the podcast recording platform.   Riverside has some great tools, and you can read and watch the announcement from Spotify here: https://podcasters.spotify.com/resources/learn/create/updates-to-spotify-for-podcasters

So again, if you want to do a podcast as a hobby and have a very limited - or no - budget, great.  But if your aim is to really put time and effort into a show and grow it, this isn't the place for you.  You are putting all you eggs in the Spotify basket.  You're hosting with them, you're editing with them, and you're getting all of your analytics from them.    This means you are at their mercy if there's a service outage, or if they decide to make any changes.   And when it comes to the analytics side, Spotify has decided to no longer participate in IAB download metrics - an industry standard that the majority of hosts use to track the number of people listening to your show.   I'll spare you all the tech stuff, but Bryan Barletta of Sounds Profitable wrote a scathing open letter to Spotify - mentioning that they are no longer a podcasting peer - they are their own game.  You can read that here: https://soundsprofitable.com/article/of-mice-and-megaphone

Bottom line: If you live entirely in Spotify's ecosystem, they control everything.  It's like having your entire retirement portfolio invested in stock of your employer.  That's great when things are going well.  But what happens when they take a turn?

Here's my recommendation.  Host on a platform like Simplecast, Buzzsprout, or Libsyn.  Their plans start at around $15 per month, which if you're investing in your show, isn't much money.   Your metrics will be legit, you'll still be on Spotify independently, and you won't be beholdent to them.    And if you're recording remotely, use either Riverside (I've got a referral code in the show notes), or Squadcast.  Both are excellent quality, and have a number of bells and whistles.   It's just figuring out which of the two is more intutiive for you.   Squadcast was recently acquired by Descript, which is where most of their editing and tools have migrated to.  And they've got an announcement of new tools coming next week. https://lu.ma/descript-season-6

And as always, if you have any questions at all about your podcast or how to start won, find me online at JAGinDetroit.com.  Lata!

Here's my referral code if you want to try Riverside: https://bit.ly/jagriverside

Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

https://www.edisonresearch.com/the-podcast-consumer-2024-by-edison-research/

The Edison Research Podcast Consumer 2024 report, providing a comprehensive overview of the current landscape of podcasting. As we head into the holiday weekend, it's the perfect time to reflect on these insights and what they mean for podcasters and listeners alike.

Podcast listenership is at an all-time high, with two-thirds of the U.S. population aged 12 and up having listened to a podcast, and over a third tuning in weekly. The average time spent listening to podcasts has surged by 450% since 2014, Podcasts now constitute 11% of all audio sources and 20% of ad-supported audio sources, showing a substantial increase from previous years.

We also explore the diversity of podcast listeners. Podcasting spans all generations, with significant engagement across various age groups. For example, 59% of those aged 12-34, 55% of those aged 35-54, and even 27% of those aged 55 and older listen to podcasts monthly. Gen Z, in particular, shows a strong affinity for podcasts, often spending more time with this medium than older generations, drawn by the depth of topics and unique perspectives offered.

The demographic breakdown of listeners is becoming increasingly diverse. The percentage of Black Americans and Latinx Americans listening to podcasts monthly stands at 48% and 43%, respectively. Additionally, the gender gap is closing, with 45% of U.S. women now monthly podcast listeners, indicating a more balanced audience. Interestingly, female listeners tend to consume more episodes weekly compared to their male counterparts.

Podcasts are not just popular; they are also effective for advertisers. An impressive 46% of weekly podcast listeners report purchasing a product or service based on a podcast ad. This statistic highlights the medium's power to drive consumer behavior and its value for advertisers.

The top podcasts in the U.S. continue to draw massive audiences. Leading the list is "The Joe Rogan Experience," followed by "Crime Junkie," "The Daily" from the New York Times, "New Heights" with Jason and Travis Kelce, and "Dateline NBC." Other popular shows include "This American Life," "Call Her Daddy," "SmartLess," "Morbid," and "Stuff You Should Know."

As the industry continues to grow, it presents numerous opportunities for businesses. Podcasts can serve as a powerful tool for internal communication or as a platform to engage with a broader audience. If you haven't yet started a podcast for your business, now is the time to consider it.

Have a great holiday weekend, and remember to share this episode with friends and family to help grow your podcast network!

Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

In this episode of The JAG Show, we tackle the ever-persistent question: How long should a podcast be? The answer isn't one-size-fits-all. We dive into the nuances of podcast length and what makes an extended episode worthwhile. With personal anecdotes and industry insights, we explore scenarios where longer podcasts not only work but captivate. From celebrity-packed interviews, like Julian Edelman's deep dive with Ernie Adams, to niche passions such as travel hacks and Taylor Swift conspiracy theories, we illustrate why content, not length, dictates a podcast's success. Whether it's sports, politics, or entertainment, we discuss how established shows and A-listers like SmartLess can pull off hour-long episodes that leave listeners wanting more. So, if you've ever pondered the perfect podcast duration or sought to justify a lengthier listening experience, tune in as we affirm that as long as it's engaging, it's the right length. Don't forget, the best way to grow your podcast is through word-of-mouth, so if you enjoy this episode, pass it along! For all your podcast queries, reach out at jagindetroit.com.

Smartless: https://smartless.com

Taylor Swift Hits Different Pod: https://www.youtube.com/@ithitsdiffpod

Games With Names: https://www.youtube.com/channel/UCFof_j6hnC2WaZWwwW41_gA

Find jag on social media @JAGinDetroit or online at JAGinDetroit.com