Facebooks interest has grown and waned and grown a bit on podcasts. This is the org chart question now. This year, were all talking about YouTube and video podcasts. It is a centralized medium when it comes to RSS feeds. Big Money Players and iHeartPodcasts. Thats our conference for the podcast industry. I wonder how much Im spending on audio marketing? That number is usually nine or 10 percent of their overall investment. I cant find the reason in podcasting. Ron takes a stab at the most popular genre of his new chosen mediumthe True Crime podcast. Promote. So far, that is all we know, which is a shame. Competitive separation, category exclusivity, and share-of-voice conversations suddenly became possible when you could dynamically insert into ad tags. I didnt know if it would work, but these shows started to pop one after the other because of the broadcast radio promotion that we were giving them. Those three things let us go from 2018 to 2028 in our own trajectory almost overnight. I think Im being conservative with how much of their time is spent on, How do I deploy billions of impressions of house ads a month?. It was like, The optimal video is this length, and you have to open with this thing and close it with that.. But Ill talk you through why. The Ron Burgundy Podcast Aug 4, 2022 Peter McIndoe and Tim Heidecker Ron meets with Peter McIndoe to discuss the fact that Birds. I love you very much. Its the suspense for the org chart question. I end on this team because its very important, we have our business affairs team. Then on the other side, you have MrBeast, who literally gives away money to start a hamburger chain that will make him a billionaire. Two really different examples. This was extremely funny and enjoyable to listen as Ron stumbled through another day reliving memories. Ultimately, I think Discovery did the right thing by leaning into more of a streaming strategy for their digital media. If anything, were making that more of a focus and paying more attention to it in the last two or three months. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Why did you want to sell to iHeart? There were lots of things that moved what were initially experimental marketing dollars from those big brands and holdcos into permanent marketing dollars. Thats what it sounds like. There have been moments in the last five to ten years where Facebook has shown real interest in audio, and then theyve backed off the two or three times that has happened, so Im not sure. Folks trusting social media less, influencers having less success on social media because of that, and therefore marketers being like, I dont know what to do with this. It often is. A very special episode discussing the difficulties of bullying with a 10 year old girl. Eighty million a week is the more interesting stat to me. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Once we were inside Discovery, we suddenly had the air cover of this huge, already global media company, and we could start to experiment a lot with other content types, other stuff. Some of their podcasts include "The Ron Burgundy Podcast" and "Chelsea Handler: Life will be the Death of Me." The deal also allows teams to do their own podcasts that can be distributed . IMDb is the world's most popular and authoritative source for movie, TV and celebrity content. See omnystudio.com/listener for privacy information. Its not like, I spent 95 percent of our time on Will Ferrell. It was a smart move on their part to buy a company like HowStuffWorks.com. If youre a marketer and you hear that third stat, youre like, Wow, a third of all the stuff that people take in is marketing. Where it tripped up is with these exclusive distribution models that made sense for streaming services, like Netflix, Hulu, and maybe Prime, because they were solving problems. Ive always thought about it. We tend to think we have to do things sequentially. This is obvious at this point. Its gone. Weve earned this. Is that how it goes when you talk to these folks? Humans have a predilection for overcomplicating things. A company thats like, A lot of action is in business affairs, is a company that has figured out a bunch of stuff. Hes going to start this journey now of trying to get into college. The things youre describing dont always happen, right? Thats a super good question. Its why those guys initially were the first people to jump into podcasting, because the only kind of marketer that doesnt need your data is a direct response marketer. We were actually working and trying to make change together genuinely. How do you think about audience acquisition then? i want to give the show two stars, but i cant because carolina is a siren and wont let me, also im pretty sure ron would put me on the list. What that meant for us was that we were not the main course anymore, as it were. That feels obvious to me. Anderson .Paak agrees to do the podcast. Thats where the VC money went. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Youre doing ad injection into the feed? iHeart does a lot of new things. No, not really. I just get a little bit defensive or protective about the other 3,000 shows. Like I told you, we all have the same problems. The Ron Burgundy Podcast podcast - Listen online for free The Ron Burgundy Podcast Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! We have a huge digital revenue sales team run by Carter Brokaw, whos fantastic. Thats actually a podcast we make together thats actually awesome. In some part, because of what Apples moves are, but its getting harder. Our podcast division, the iHeart Podcast Network, was seeing explosive growth, and I thought we were doing a good job. He founded MTV way back in the day, and hes had a long career of being the CEO of several companies. Each episode has a diff Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! If I want to hear a perpetually adolescent man scream PEE PEE through my speakers there's a ton of YouTube channels I can subscribe to. Thanks to all of you for coming to the HotPod Summit. Will Ferrell has started a podcast as the character he played in the movie of the same name. Discovery bought our company because they were about to go public, and they wanted to have a really strong digital strategy. You have a mass-reach medium. Again, I hate to keep repeating it, but I dont see the problem Id be fixing. Aside from "True Romance", Carolina also co-hosts "The Ron Burgundy Podcast," with the on-screen Ron Burgundy himself, Will Ferrell. Hollywood is a difficult, complicated industry, its nothing new to say that. Were like, Hey, you should buy podcasting. We all are. Ron, a big fan of magic, gets to hear from the famed magician Justin Willman. On the other side of the business, you own the distribution. Over the last 10 years, I think it has been a question of them figuring out what they are as a platform and what the next chapter for them should be, whether its the metaverse or just doubling down on making newsfeed better. Join us for a heavy dose of research with a dash of comedy thrown in for flavor. Walk us through what that actually means. You have an ad load that is light. We run billions of podcast impressions in a month to promote our own shows and our partners shows. Eighty million Americans a week listen to podcasts. Do you even talk to them, or are you just like, Screw it, take my RSS feed? So its a bit of an answer, but hopefully it gives you a sense of how its never mutually exclusive for us. Into the whole thing? Is it just Bob Pittman being like, Chaos reigns. Weve talked with Ashley a lot about this. Anybody in the room, and most of us do work in podcasting, know that number is harder and harder to get every day. 2023 Vox Media, LLC. It has been fun, if nothing else. Credits:Ron Burgundy: Host, Writer, Executive Producer, This episode was Engineered, Mixed and Edited by: Nick Stumpf. Nothings perfect, but its pretty close to perfect. The first episode of season 4 has dropped on the iHeartMedia Big Money Players network. The Ron Burgundy Podcast was distributed as a show on late Sunday night on broadcast radio too. That comprises all of our social media assets, all of our websites, a huge streaming business, a lot of the innovative tech work we do like how we launched iHeartLand in Roblox and Fortnite and podcasting. How do you tend to the things in the library that arent the celebrity shows? He also co-owns a company with us called The Black Effect, that he 51 percent owns. After two or three years of just running the podcast division, I was made the CEO of the digital audio group. There is a product lead; Uta Knablein is our chief product officer. The Ron Burgundy Podcast is a free audio and video podcast hosted by American comedian and actor Will Ferrell. You mentioned that you had experimented with subscriptions. You have this relic now, that is a podcast limited series of what this language means to this guy and why he captured it in a podcast. It sounds like you have things figured out, that you have confidence in your business. its like having a radio show with magic, or hiring a clown but everyone is wearing blindfolds. Aren't. Real. That wasnt possible prior. Everything will get better, faster, and easier if you parallel-path projects. A Hollywood studio at its peak has a bunch of studios and a roomful of accountants doing billing on syndication across companies. It can be a true crime limited series of eight to 10 episodes that are 30 minutes long, or it can be a stuff to blow your mind episode with just two guys talking for three hours. Are you converting off the radio? You came to it through an acquisition. This was a year ago, and so now hes like, Whatever, dude. You take the point. Fast, cheap, and good. I dont think theres a creator on the planet who is interested in literally decimating their audience size, even for the sake of a big check. The Ron Burgundy Podcast - Podcast Addict The Ron Burgundy Podcast - via Podcast Addict | Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! I dont have this concern in the same way I had it when I was writing text-based articles for HowStuffWorks.com 20 years ago or when I was focused on social and digital video at Discovery Communications. Well tag all of our spots on air with, Listen wherever you get podcasts. Well say our own app, but then well say other apps too. Sign up for Verge Deals to get deals on products we've tested sent to your inbox daily. Okay, I guess we have some calls to make at the end of the day to the long tail. It is usually one continuum or even the same slate. This is like a $1,000 CPM host-read ad right here. Barlow is a writer and producer on the show as well as. See omnystudio.com/listener for privacy information. The reason I ask that question all the time is because Im always curious. Are you feeling the pinch of the ad downturn? Yeah. Don't act like you're not impressed. We try to organize them into slates that have EPs and producers on top of them. Jun Group is a vendor that drives marketing for podcast companies that is targeting mostly gamers, whether those are gamers playing Subway Surfer or people who overindex for the metaverse. We do this so no one ever feels like, I havent heard from iHeart in a month. A decent example of this is a program we have called NextUp. So of course I asked Conal about that and lots more. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick StumpfExecutive Producer: Mike FarahConsulting Producer: Andrew SteeleAssociate Pro Ron and Carolina take part in a mind expanding interview and meditation session with guru Deepak Chopra. Paid marketing is still helpful, but like 95 percent of that is Facebook marketing for a specific show if it wants to hit a very specific demographic. Coming February 7th, The Ron Burgundy Podcast takes a long hard look at the issues that matter. The Ron Burgundy Podcast Play Newest Follow Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! New episodes come out every Monday for free, with 1-week early access when you join Amazon Music or 1-week early and ad-free for Wondery+ subscribers Its probably cheaper to buy those shows, it might be cheaper to produce those shows. You have sat out a bunch of stuff, you have sat out subscription, but I just want to sit with distribution for one more second. See omnystudio.com/listener for privacy information. Im like, They dont need to be if they dont want to be. I could try to convert people to a different platform to keep that audience relationship going post my YouTube channel. Yeah. Malcolm Gladwell has an existing slate of shows. Broadcast radio is a mass-reach medium still today. We have talked about a lot of your shows, and we have talked about all of the new things youre doing. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things about people we never knew we wanted to know. LOTS of podcasts have ads okay? People were shouting questions at me as I walked through the halls. Do you look at your distribution endpoints and say, That one is the most lucrative one, and this is a less lucrative one that we should focus on? A bonus episode that somehow escaped the vault. Carolina Sums Up The Whole Podcast (The Ron Burgundy Podcast) Funny Or Die 3.5M subscribers Subscribe 288 Share 40K views 3 years ago Listen to the full episode here: https://ihr.fm/2WcbhiE. Do you offer rev shares to your creators? I have not mastered this, by the way. I dont see a reason. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Burgundy Rubber Tree (Ficus elastica) Plants with dramatic foliage have continued to evolve as an ongoing houseplant trend, and that won't change for 2023. Ill give you an example of a show. All Rights Reserved, By submitting your email, you agree to our. You would have a platform tax that has not yet been introduced into podcasting, and may never be introduced. Make more shows, make more great content, and level up the stuff that youre doing.. Were going to build the podcast business by running Will Ferrell at you until youre sick of it, because we control that inventory and we control that distribution.. I do. We tend to think and work sequentially. We may not have liked it, but there usually was a problem getting fixed. We ended the day by recording our first-ever live Decoder with Conal Byrne, CEO of iHeartMedias digital audio group. It kind of never went away, but now were back to this again. His team makes some of the biggest podcasts around, with huge talent like Will Ferrell, Shonda Rhimes, and Charlamagne tha God, who youll hear Conal talk about quite a lot. We give a ton of in-show podcast promotion as well. Burgundy, who has a fountain of knowledge that spans literally every topic imaginable, has signed on for two 12-episode seasons, with the first episode of "The Ron Burgundy Podcast" making its . Even Decoder is bad at marketing; this is as much marketing as weve ever done. I look at the companies that have the targeting capabilities. Thats interesting. The other day, we were talking with Angela Yee, who was a former co-host of The Breakfast Club and has started a new radio show on iHeart called Way Up. If you just describe to me the constraints of any distribution platform, I can tell you what youre going to get. Were starting to use words like cohorts instead of one-to-one targeting. Its confusing and its less effective. I hate to answer it so vaguely. Youre saying we have to innovate and push back in it, but its still just promo codes. Weve actually noticed in the last two or three months that its a very timely question for us at our businesses, because I feel like weve moved off the direct response business too fast. One of these cards literally says, What is your org chart? That is my whole brand. Its not a huge focus for us. Stuff You Should Know is usually up in the 40s. Ron Burgundy is going live in the next season of his iHeartMedia podcast. Its called Hot Pod, written by our very own Ariel Shapiro. No, because podcasting is a decentralized medium insofar as its distribution is concerned. Ron explained: Are you doing that? Wheres the tension there? I think thats it. They want to do a really good job. The newest mass-reach media just happened, and it is called podcasting. Go follow Conal on TikTok, its great. Five Stars. The money from each of these pipes is not the same. I think theres a creative freedom to it that allures a lot of people, but it doesnt have the mass reach of broadcast radio yet. Join Americas favorite Anchorman, continuing to delight audiences with the comical musings of Ron Burgundy and leave them wanting more!