Skilling up journalists to be audio engineers, editors, producers and on-mic talent can be challenging, but it is intensely rewarding, and these skills bleed into lots of other areas of the business. It’s a way of turning fans into friends, making them feel like part of the family by inviting them to join the conversation.” Ollie Guillou said it best in a quote for The Publisher Podcast Summit: “Podcasts allow brands to connect emotionally with their audience, in a more deep and meaningful way than is possible through other mediums. Life can strip your identity and being from you as you work and care for people around you your friends who live in your ears can restore them. It’s not ‘freezing your arse off on the sidelines in late January while your kid plays five-a-side’, it’s freezing your arse off on the sidelines in late January while your kid plays five-a-side while being inspired and challenged by BetterPod.Īt each turn, you, you can be the thing that turns a duty, a dirge into an opportunity to spend time with comrades and confidantes, becoming for that half hour, that hour, more yourself. It’s not ‘walking the dog’, it’s greedily gobbling the back catalogue of Off Menu. It’s not ‘doing the ironing’, it’s laughing and raging with the latest Guilty Feminist. When someone is stepping out of their front door to get to work, you can be the reason they see the next 45 minutes of their life – trudging, driving, crushed on public transport – not as a tedious duty, as time stolen from them by capitalism, but as a chance finally to listen to the latest episode of a show that speaks to them, their identity, their soul. This is why, I think, I failed to communicate to my colleague those years ago I didn’t know them well enough to be able to recommend shows they should listen to that would really resonate, and so the power of that intimacy, of feeling like you are sitting at a table with some of your best friends and co-conspirators, didn’t land. But neither of these gets to the magic of podcasting if someone is listening to your show on headphones, your voice seems to emanate from the centre of their skull, the very closest you can get to someone.īecause you don’t need risky investments in time and money to be able to make podcasts, shows exist which super-serve the tiniest of niches with passion and love, or give a unique spin just for you to a topic thousands of others are covering in uncountable different ways.
I mean, there’s a technical definition – an RSS feed pointing to a bunch of MP3s on a server somewhere – or there’s the more human-friendly fudge: they’re a bit like radio shows you usually listen to on-demand on your phone. The problem with this question isn’t really the ‘making money’ bit, it’s trying to communicate the power, the delight, and the opportunities of podcasts to someone who isn’t already listening to them for hours every week. They wanted to understand what podcasts were, and how we could monetise them. I remember having a conversation with a commercial colleague who was senior to me in both rank and age when I first started making podcasts at our company. Here, he tells us why podcasting is such a powerful format for publishers. Executive Producer Christopher Phin has worked with multiple teams across DC Thomson’s portfolio over the past three years helping them to get podcasts started.
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