When tomatoes are ripe for podcast revenue - The Short Stack

Friends,

You’ve surely been hearing/watching a lot of wrap-ups from Podcast Movement. I’m not one to just jump on a bandwagon, so to speak, but there were some points from the show that stuck like an earworm.

One thing we’re always trying to do over here is remind the market about the connection between the many tech/service businesses of digital audio and the creators. The headline is always this: without the creators, none of us have a business. Their stories, insights, creativity, and more are what keep listeners coming back. A service provider who builds without that in mind is like a pop star who writes songs without a hook. 

How are the purveyors of programmatic advertising – from technologies to sales orgs to media companies – supporting creators? In one of our panels at Podcast Movement, Katz Digital President Scott Porretti put it this way:

We have 13 tomato-growing podcasts in our network. They have a passionate listener base but no one is going to buy their host-read spots. It’s not efficient. But [because of programmatic] they’re getting revenue from us. We’re playing a key role in enabling content to be created…. We’re the heroes of the long tail of audio….

Programmatic, at its best, helps keep creators creating. As the market continues to debate its value, let’s all keep that in mind. 

And since I had so much fun on Heather Osgood’s panel at the show, have another listen to a conversation we had about programmatic on her fantastic podcast.

Best,