- A new phase of maturity…
That’s Paul Riismandel talking about podcasting as he reflects on the recently completed double event: Podcast Evolutions and SXSW in Austin. What emerged wasn’t a single trend, but “a new phase of maturity.” Six key points are explored, the first being authenticity — a famed quality of podcasting. Not just a nicety, Riismandel says, but a “performance lever.” The message emerged that authenticity drives results, and not just as a feel-good concept, but through measurement. “And that trust is what makes campaigns work,” he asserts. Video is discussed, or course, with an emphasis that it is NOT replacing audio. Many kinds of monetization are surfacing, diversifying how sponsors can participate. Video? Of course — and not replacing audio. And much more. Read it HERE.
- …and hidden risks
In a column credited to Adam Dobbins (The Radio Revenue Executive Newsletter) but actually written by columnist Nikki Hilton, and titled The Hidden Risks of the Ever-Expanding Podcast Space, we are exposed to Hilton’s cautionary view of the growing pains of podcasting. Not a prediction of doom, the piece does warn of what might be described as evolution pains. They include market saturation, monetization models described as “still shaky,” quality dilution from rapid volume growth, audience fragmentation, and other potential pain points. The author smartly observes what many new podcasters learn the hard way: “Podcasting is far more labor-intensive than it appears.” But podcasting is not in decline, we are assured — “the medium continues to grow and evolve.” Maturity, though, is a realm where sustainability, quality, and strategic thinking matter far more than simply launching a show.” The author envisions a future era in which creators and companies treat podcasting less like a casual side project and more like a professional media product.”
