The Wolf Den

Aaron Lammer, co-host of the Longform Podcast, joins Chris Bannon on the Wolf Den. The two discuss the creation and evolution of the innovative website Lammer helped co-found, Longform.org, and how podcasting fits into his vision of the site's future. Lammer also talks about the decision to start a brand new show, Stoner, which highlights the ways in which creativity and pot successfully co-exist. He also addresses the challenges of pot-related-podcast advertising: what do you do when the subject of your show is illegal in most states?

This episode is brought to you by Shutterstock (www.shutterstock.com/WOLFDEN) and Podcast Advertising Works: How to Turn Engaged Audiences Into Loyal Customers.

Bob Garfield, co-host of WNYC’s On The Media, joins Chris and Lex on The Wolf Den. Bob details the journey of his new podcast, The Genius Dialogues, from a Kickstarter campaign to its home on Audible Channels. The three also discuss podcasting business models, the advantage of host read ads, and the problem of maintaining editorial independence in an ad-driven environment.

Midroll Media CEO Erik Diehn returns to The Wolf Den. The group discusses the formation of the East Coast office, the future of Stitcher, and the value of premium content and partnerships in podcasting.

Lauren Ober hosts the only nationally syndicated public radio program about podcasts, “The Big Listen.” She joins Chris Bannon and Lex Friedman on The Wolf Den to tell how the show got started at WAMU and what it was like to get picked up by NPR. Lauren explains how she balances serving the different audiences which listen to the broadcast version of the show, compared to the podcast version. She also discusses the influence and growth of podcasting on public radio stations across the market, detailing the advantages the medium offers these stations. As an experienced journalist and producer who listens to many podcasts with a critical ear, Lauren offers her thoughts on what makes for a consistently engaging show, and how “The Big Listen” team selects the podcasts to feature on the program.

According to executive producer Julie Shapiro, Radiotopia is a unique podcast network that she likens to a punk rock record label, bringing together independent shows to help support and grow them. But how does a show get “signed” to Radiotopia? Julie sheds some light on that, in this episode of the Wolf Den, with hosts Chris Bannon and Lex Friedman. She explains the process behind the network’s Podquest contest, in which 1,537 entries vied to be the next podcast added to the Radiotopia roster. Julie also reflects on her career in creative audio, from co-founding the Third Coast International Audio festival in 2000 to leading the production of two new podcasts at the Australian Broadcasting Corporation. Finally, she offers advice to the aspiring podcaster, and reveals the kinds of show pitches she’s tired of seeing.

Go inside one of the most talked-about new entrants in podcasting with Hernan Lopez, a cable television veteran who founded Wondery at the start of the year. He joins the Wolf Den to discuss that transition from video to audio with hosts Chris Bannon and Lex Friedman. In fact, Hernan draws parallels between the early days of cable and podcasting, especially with regard to educating ad buyers. He explains why he started Wondery as a full-service network, and why they focused on fiction shows--including one musical--for their first full productions, reflecting on what TV's transition to character-driven serials means for podcasting. Hernan also shares keen advice for podcasters while assessing the landscape for independent producers in 2017.Listen to “The Gift of Listening” here: Smarturl.it/giftoflistening This episode is brought to you by Podcast Movement ( www.podcastmovement.com code: WOLF)

The podcasting industry is often characterized as being like the “Wild West,” which is very similar to how digital publishing was regarded in the 1990s. Media analyst Ken Doctor was at the forefront of journalism’s first online forays while working at Knight-Ridder Digital, and now he turns his lens to podcasting. He sees parallels with early internet publishing, but also important differences. On this episode of the Wolf Den he tells Chris and Lex what he thinks podcasters and the podcast industry need to do in order to grow smartly and sustainably. He analyzes Apple’s current position as the still-dominant platform for finding and listening to podcasts, and offers his thoughts on how Apple could best support the medium. Ken also weighs in on the viability of subscriber-funded models and what podcasters should focus on in 2017. You can follow Ken at http://newsonomics.com

Max Linsky has the rare opportunity to spend time making a podcast with Hillary Clinton while she’s on the campaign trail. On this episode Max gives Chris and Lex a behind-the-scenes glimpse at that show, “With Her,” and the new podcasting company that he co-founded with Jenna Weiss-Berman (TWD #92), Pineapple Street Media. He explains the inspiration behind starting the company, why he and his co-founder decided not to take any outside investment, and what they’re looking for when hiring producers. Max also reflects on some of the lessons he’s learned as a podcaster, beginning with the first interview he conducted as a co-founder of the Longform Podcast, and offers some advice for the producer just starting out.

Rena Unger has a uniquely comprehensive view of the digital audio industry. She’s worked on the brand side, on the content side, and now helps to guide and grow the industry as as whole as the Director of Industry Initiatives at the Interactive Advertising Bureau. With her work as the lead for the IAB’s Digital Audio Committee Rena is responsible for the Podcast Upfronts which recently happened in New York City. In this edition of the Wolf Den Rena explains where the idea for the Upfronts came from, and why podcasting’s version of this kind of event stands apart from the television upfront and the digital media New Fronts. This year 12 podcast companies presented their slate of shows and talent to ad buyers at the Upfronts, and she shares some feedback from those buyers and her own thoughts on the event. Rena also details what she thinks is special about podcasting, and gives some concise, but trenchant advice for the podcasting industry as a whole.

If you've ever dreamed of starting your own podcast network, this episode is for you. Myke Hurley is a veteran podcaster and the co-founder of Relay.fm, a popular and highly regarded tech podcast network with 20 shows. He joins Lex Friedman in the Wolf Den to dig into the business of running a network. Myke tells how he built his first network out of necessity, and why he later merged it with a bigger network. But then Myke and his business partner decided to strike out on their own again with Relay. He explains why it’s important for them to have that ownership, and what it took for them to quit their day jobs and run the network full time. Myke also reflects on the changes in the industry over the last few years—especially with advertising—and shares his advice for podcasters who want to build their own networks.