Jottings of note:
Discernment of the Irish
We learn from Podnews that BBC studios is expanding its partnership with digital ad company Digitize New Media to take BBC’s podcasts into the Irish market. BBC Studios is the commercia arm of the BBC, and has partneredwih Digitize in the past. Louise la Grange, SVP, BBC Audio, Digital News and Streaming BBC Studios, said: “We are delighted to expand our partnership with Digitize to represent BBC podcasts in Ireland’s ad market,” observing that thecompany has a proven track record representing premium content. Ronan O’Loughlin, Commercial Director, Digitize, said: “Our team is so excited to be partnering with BBC Studios to offer their incredible audio content to the Irish market. The Irish are one of the biggest consumers of podcasts globally and are very discerning in their tastes, and advertisers are constantly looking for quality, trustworthy content with which to align their brand messaging.”
Is or IS Not a Podcast
Podcast business veteran and author Seve Pratt has posted a new column in his The Creativity Business substack. Titled Joe Rogan Isn’t a Podcast, it’s a lenthy analysis and thought piece about how to thoughtfully produce affiliated podcasts and videos. He warns about easy shortcuts: “A video strategy is not putting cheap wallpaper over high-quality audio. Video, like audio, is an extremely powerful medium and ignoring the core strengths of video (the visuals!) is a recipe for no viewers.” He advocaes for a multi-platform strategy, accepting the greater workload of multiple production processes. “In a nutshell, a multi-platform strategy encourages creators to respect the strengths of each individual medium or platform. It encourages creators to design differently for each medium. It encourages creators to strongly consider and solve for the very different contexts in which audiences use each medium.”His spotlight example? “Joe Rogan is not a podcast” — by which he means to emphasize that Rogan’s production is not “an audio show pasted onto a video platform” — it’s an elaborate and professional video program that ranslaes well to audio. READ
February 11, 2025
