Driving return
In a recently posted editorial, Head of Signal Hill Insights Paul Riismandel clarifies the difference between data and research, arguing that the former creates the latter. Research is derived from gathering, sorting, and cultivating data. The definition is important, Riismandel says, because the phrase “data-driven” is wrongly used. And while cultivation of data is important, it’s not the whole story. Framing data and putting its insights to use is what delivers return on investment. If that were the whole point of the piece we wouldn’t be highlighting it. What follows this basic tenet is a four-point elucidation of how research creates what Riismandel calls “real return in podcasting.” Key points include finding whitespace for a new podcast to thrive (and not “podfade,” as he calls it). Testing is a second vital point, where “the devil is in the details.” The third step is finding valuable audiences; surveys are good (but expensive), and there are helpful dashboards. Finally, “Demonstrate success.”In that point there’s a difference between “vanity metrics” and steady audiences that return.
This sketch is just a pointer. See Paul Riismandel’s column HERE.
Her America
Sadness over the passing of Dolly Parton seems to transcend all population divisions. Her musicianship, humor, and humility define a beloved personality. She was not a podcaster, but she recognized the medium for its effective and personalized outreach. Dolly Parton’s America was created and hosted by Jad Abumrad, a radio personality best known for hosting Radiolab, founded in 2002. The podcast was a limited nine-episode series which explored Parton’s cultural legacy. The show (which will likely enjoy a surge of listening) is largely biographical, exploring her upbringing, marriage, politics and music.
More than fair
Digital royalty collection agency SoundExchange has bestowed its Music Fairness Award on hip-hop artist MC Lyte, whose influential recording career began with the 1988 debut album release Light as a Rock. She won a gold single for her 1993 track Ruffneck, becoming the first solo female rapper to receive that honor. She recently released her ninth commercial album (1 of One), which featured participation by Stevie Wonder, Q-Tip, and Queen Latifa. The Music Fairness Award is an honor given to prominent music creators who use their platforms to advocate for legislative reform and artist royalty equity.
