Speakers: Matt BlackettGabriel Roth

DG4 The Business of Podcasting

Presented by

Process of creating Spacing Radio podcast

Step 2: IDENTIFY SUCCESS OF VOICE IN MAGAZINE

• serious, but not stiff

• informed & knowledgeable

• critical, but also celebratory

• accessible language, not professional or dogmatic

STEP 1: IDENTIFY GOALS OF PODCAST

• increase awareness of Spacing

• provides new avenue to share editorial, complement magazine content

• share info about Spacing’s other business needs (events, store, sponsors)

• monetize the product (advertisement, sponsorship)

Step 3: IDENTIFY FORMAT FOR PODCAST

• Mimic magazine’s editorial format: theme the episode • attracts listeners interested in the theme/topic and brings attention to topics not covered in other part of mag

• Mimic magazine’s organization:

• short bits (front of book) • main topic (cover section) • short & light bit (reviews)

Adding podcast into Spacing’s workflow

MAGAZINE PRODUCTION TIMELINE

• editorial team picks magazine’s theme

• call for submissions

• pitches reviewed, articles assigned

• articles submitted, edited

• articles go into layout

• mag goes to printer

• mag distributed to store

• release party

PODCAST PRODUCTION TIMELINE

Podcast producer attends meeting, helps pick theme

If podcast is not related to magazine issue, themes for podcast are chosen based on topical-ness or event partnerships

Podcast producer reviews pitches, identifies articles that could also become podcast features

Podcast producer reviews final articles, picks best fit for podcastPodcast producer approaches writer for contact info of experts quoted

Podcast goes into production: interviews recorded

Podcast enters post-production stage

Podcast uploaded, post made to website, promotion begins

RELAUNCH

WOMEN CITY BUILDERS*

WINTER CITIES

HOLLYWOOD NORTH

BOOMING

LEADERS*

THE CRITIC pt. 1

CITY STORIES*

BOOKS

THE CRITIC pt. 2

MIGRATION

ONE YEAR

OFPODCASTS

* denotes podcast tied to print edition of the magazine

Production tools & hosting platform

SOFTWARE: LogicPro$279.99

EQUIPMENT: H4n Zoom$150

EQUIPMENT: Shure SM58 mic$129

HOSTING: SoundCloud$16 month, $145 year

DISTRIBUTION: Apple StoreGoogle Play

on Spacing.ca

Slate Podcasts● The Slate Political Gabfest launched 2005

● Slate now has 15 podcasts, including:○ The Culture Gabfest○ Hang Up and Listen — sports○ Mom and Dad Are Fighting — parenting○ Amicus — law

● Some of the newest: ○ Trumpcast — all Trump, all the time○ The Gist — daily news show○ I Have to Ask — interviews○ Dear Prudence — advice

Panoply Media● Launched in 2015 to make Slate’s

podcasting expertise available to others.

● 15 Slate shows● 10 in-house Panoply shows● 70 shows with partners, including:

○ The Wall Street Journalż Vanity Fair○ Voxż New York Magazine○ Politico○ Malcolm Gladwell○ Gretchen Rubin

Panoply MediaWorks with partners to develop, monetize, and distribute podcasts.

● Production● Sales● Technology

Starting a podcast

The challenges: reach and discovery

What works

Panoply has tried a lot of podcasts based around well-known magazine brands.

They often fail to gain traction.

What works is a personality with a voice and a following.

What works

Leverage the magazine’s resources to amplify that voice.

● Build the host’s identity with a column or regular feature● Put embeddable players everywhere on the site● Promote host and show on social media● Get the host on radio and other podcasts

Monetizing

It’s hard to monetize a podcast on its own.

10,000 downloads x $30 CPM = $300 revenue

Monetizing

So what works?

(1) Use podcasts to build loyalty

Engagement, stickiness, web traffic, brand identity

Monetizing

So what works?

(1) Use podcasts to build loyalty(2) Sell podcast advertising as part of a package

Combine print, web, event, and podcast advertising into a bundlePodcasting is a great talking point for sales people and buyers

Monetizing

So what works?

(1) Use podcasts to build loyalty(2) Sell podcast advertising as part of a package(3) Make podcasts part of a subscription offering

Something extra to entice your loyal audience

Users get a personal URL that they import into their podcast app. Not a great experience, and the most common source of member complaints.

Members-only podcasts

Slate’s iOS app allows members to log in and play members-only podcasts automatically.

It’s a much smoother process, although some podcast fans want to use their favorite player.

Members-only podcasts

Podcast bonus segments● Political Gabfest● Culture Gabfest● Hang Up and Listen● Mom and Dad Are Fighting● XX Gabfest● The Gist● Trumpcast

● Dear Prudence full edition● Slate Extra● Best of Slate Podcasts

Podcast exclusives

Slate Academies● History of American Slavery

Jamelle Bouie and Rebecca Onion

● A Year of Great BooksLaura Miller

● United States of DebtHelaine Olen

● Pop, Race, and the ’60sJack Hamilton

● FascismJosh Keating, Rebecca Onion, and June Thomas

Monetizing through subscriptions

Subscribers offer long-term value

10,000 downloads x $30 CPM = $300 revenue500 subscribers x $75 lifetime value = $37,500 revenue