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Podcasting. It's What's For Dinner
Episode 314th July 2021 • Podcast Pontifications • Evo Terra
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Evo Terra:

Comparatively speaking, podcasting has been one of the

Evo Terra:

slower-growing mediums for mass adoption.

Evo Terra:

What we need is a big, bold PR push to spread the message

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of podcasting even wider.

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But would that work?

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Today's episode is brought to you by the Advancing Podcasting

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community at advancingpodcasting.xyz.

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Because why would I do anything normal?

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It's a special community just for listeners and readers of

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Podcast Pontifications and it's populated by like-minded working

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podcasters just like you who also want to make podcasting better.

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You're already listening to the show.

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So why not extend the conversation and your influence

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on the future of podcasting?

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Join us today at advancingpodcasting.xyz.

Evo Terra:

Hello, and welcome to another Podcast Pontifications with me, Evo Terra.

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Where are the “Got Milk?” but for podcasting, billboards?

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Where are the “Beef.

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It's what's for dinner.” you know, newspaper layouts,

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but again for podcasting?

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Where's the podcasting equivalent of animated dancing California grapes?

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I haven't seen any; I bet you haven't seen any because I'm

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pretty sure they don't exist.

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So why not?

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Well, I think there's a couple of reasons why that's not the case.

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First, I think it's a real question of what's the call to action going to be on

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a giant, You Should Listen to Podcasts ad?

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You know, on the ads for those various agricultural products it's 100% branding.

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There's not really a call to action to go to a website or do anything

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like that for the most part.

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And that's because 100% of the people who are going to see that ad know where to

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find incredible, edible eggs - to show my age - in a grocery store somewhere.

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But according to what Edison Research has told us podcasters, only about half

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of the US population has listened, and only 30% listen on a weekly

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basis, regularly have the habit.

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So if someone saw a giant ad that said, "Go listen to podcasts!"

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would the majority of people who were exposed to that ad

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know where and how to find them?

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And even if they did, would they have a decent experience when they got there?

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Sections of meat, you can go buy, you can figure that kind of stuff out.

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We don't have eight cuts of steak.

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And then there's the creative.

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What do you put in the ad?

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Pictures of people doing, what, listening?

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Do you play snippets from podcasts?

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And if that's the case, how in the heck do you select from the rich, huge range

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of podcasts that we have out there and portray that in a thirty-second

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TV spot so that it appeals, whatever was said, appeals to the masses?

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I guess there's a bigger question and that is, who's going to pay for this?

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You know, the associations that pay for those agricultural commercials, they're

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all made up of people who have two things in common, a shared product - we

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have a shared product in podcasting, but they have a shared economy.

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We don't have that in podcasting.

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And before you think that we do because of advertising, allow me to continue.

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You see, more people buying avocados, for example, isn't just good for the

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avocado industry, it's required for the industry and for the people involved

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in the production of avocados to live.

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And if it's not, then they go bankrupt.

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Seriously.

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No one, and I genuinely mean this, no one is in the avocado industry as a hobbyist.

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You might have an avocado tree in your backyard as I did when I lived in Los

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Angeles, but I wasn't selling them.

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I wasn't in that industry.

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No one who is on the National Dairy Council or a member of the National

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Dairy Council keeps a milk cow as a pet or dabbles in single utter butter,

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which unfortunately is a real thing.

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No, everybody involved in these industries that are supported by these commercials

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that you and I have all seen, the people in these industries are fully committed,

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if not over-leveraged in those industries.

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There's no such thing as farm fading.

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That's bankruptcy.

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People can't suddenly switch from apples to walnut production.

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Trees take time and land and massive amounts of capital to grow.

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And with very few exceptions, none of the people who are members of

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these councils or associations have day jobs really to fall back on.

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They're not dabbling in the space, it's it for them.

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That thing they do is what they do and their life-blood requires it, so

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therefore, they have to do these big programs from time to time to get people

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buying more of that particular product.

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That's just very different from our world of podcasting.

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Do we need more public education about podcasting so that we can break past that

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30% number and get most people consuming content on par with other forms of media?

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Absolutely!

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Absolutely.

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I think we need to do that.

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I think it will be great for all of us.

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But it's going to be a very tough nut for us to crack - pun sort of intended.

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Cause we're not all in the same economic boat.

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We're not following the same economic path.

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And we're not in it at the requirement that it must continue.

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If podcasting died tomorrow, sure, there would certainly be some livelihoods

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that were screwed - I'd be screwed.

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What, would I have to get a job once again?

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But for most people in podcasting, they'd just go back to something else.

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We're wild.

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We're a disparate group and very hard to build a movement around.

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But I don't think it's impossible.

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It's just hard.

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And the course laid out for us by other industries, like

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agriculture for some strange reason, doesn't actually work for us.

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But I'd love to hear what you think.

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So please jump into the Advancing Podcasting community

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at advancingpodcasting.xyz.

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I know, dumb URL, but what are you going to do?

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And let's keep the conversation going.

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If this idea I brought to you sparked an idea, please go

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to buymeacoffee.com/EvoTerra and show me your support.

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That's it.

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I shall be back tomorrow with yet another Podcast Pontifications.

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Cheers!

Evo Terra:

Podcast Pontifications is written and narrated by Evo Terra.

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He's on a mission to make podcasting better.

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Links to everything mentioned in today's episode are in the notes

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section of your podcast listening app.

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A written-to-be-read article based on today's episode is available at

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podcastpontifications.com where you'll also find a video version and a corrected

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transcript, both created by Allie Press.

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Podcast Pontifications is a production of Simpler Media.