Following the ears everywhere – The Short Stack

Friends,

Welcome back to the Short Stack! Here’s a super-relevant quote to start off the new year, compliments of our friend Steve Goldstein at Amplifi Media: “Follow the audience. More than ever, they are on the move.”

It’s no great mystery at this point that taking a multi-channel approach should be foundational for every audio publisher. While Steve’s article focuses in particular on NBCU’s latest update to its One Platform technology, announced last week at CES, a big point stands out: people have more ways to consume than ever, and publishers need to get creative on how to reach everyone no matter how they watch or listen. Using AI to follow consumption habits and allocate ad budgets more dynamically (as NBCU is doing) is an innovative step forward, and it’s just one of many tactics that will help ensure that both publishers and advertisers connect with people more efficiently.

Taking it more specifically to audio, the point was mirrored recently by NPR’s new Executive Editor Eva Rodriguez: “First and foremost, for me, is the mission to inform everyone who we possibly can connect with…There are ways that we can reach audiences through digital means that just aren’t available to us in broadcast.”

By that same token, broadcast has a unique power that cements its unique place in millions of listeners’ lives. 

You get the point, and it’s not hard to see how a lot of innovation is going to be focused on ensuring maximum listenership – and ad dollars – by catering more effectively to every way people listen.

Here’s another look at our infographic and one of the many ways we think about following the ears: https://landing.soundstack.com/broadcast-to-podcast-landing-page    

Lots more to say about this – stay tuned!