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The Jag Show

Media & Entertainment Podcasts

Jon "JAG" Gay creates podcasts for businesses and nonprofits through his company, JAG in Detroit. A 15 year radio veteran, he brings a decade and a half of audio experience and perspective to the podcasting world. Once a week, this podcast will cover industry news and tips to make your show sound better.


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Jon "JAG" Gay creates podcasts for businesses and nonprofits through his company, JAG in Detroit. A 15 year radio veteran, he brings a decade and a half of audio experience and perspective to the podcasting world. Once a week, this podcast will cover industry news and tips to make your show sound better.






Don't "Curt Schilling" Your Podcast

I don't care who you are, what your podcast is about, and how many listeners you do or don't have. Do not do what Curt Schilling did in his podcast last month. So, quick background for those of you who aren't baseball or Red Sox fans, the Red Sox went 86 years without winning a World Series. They had a number of heartbreaks over the years, including Bucky Dent's home run in 1978, the ball going through Bill Buckner's legs in 1986, and then most recently, the Aaron Boone home run in game seven of the 2003 American League Championship Series off Tim Wakefield. So to set the stage, Tim Wakefield was terrified at the end of 2003 that he'd be the next Bill Buckner. Flash forward to 2004. The Red Sox bring in star pitcher Curt Schilling. He embraces the whole break the curse thing. He even does a Dunkin Donuts commercial where he says, "I'm here to break an 86 year old curse." And then in the playoffs has a tendon in his ankle, surgically sewed on so that he's able to pitch in heroic fashion. And you would think at that point, as the Red Sox go on in the World Series, that Curt Schilling is never going to pay for dinner in Boston ever again. Well, as the years go on, first Curt Schilling becomes a political troll. Now, whatever your political beliefs are, don't be a troll. Although being a right wing troll in Massachusetts is probably not a good idea. He then decides to invest in a video game company and somehow gets Rhode Island taxpayers to front millions of dollars before he bankrupts it and costs the taxpayers a whole bunch of money, and he's just generally a bad person. Contrast that with Tim Wakefield, who spent years and years and years doing charity work and working with the Dana Farber Cancer Institute and the Boston Red Sox Charitable Foundation and just did amazing things and was beloved. Well, flash forward to September 2023. Curt Schilling has a baseball podcast. He reveals on the podcast that Tim Wakefield has terminal brain cancer. And, oh, by the way, his wife also has pancreatic cancer. Not a very high survival rate. Now, nobody that wasn't close to the Wakefield family knew any of this. Curt Schilling decided that he had the right to go on his podcast and tell the world this very personal nugget about a terminal cancer diagnosis for Tim Wakefield. Naturally, Curt had a ton of blowback on this, and sadly, within about a week of this story coming out, Tim Wakefield passed away at 57 years old. Now, what does all this mean to you? You may be privy to information in a podcast that's not public. You may know things. People may tell you things in confidence. It is your responsibility to maintain that confidence. It is not your right to tell somebody else's story that they don't want shared publicly. And this goes for, of course, social media, texting telephone, you name it. But it's true in podcasts especially. They say the Internet lives forever. Well, podcasting is part of that. Anything you put in a podcast can be picked up by anyone, anywhere, and amplified. Do not talk about something in your podcast that is not your place to talk about. You may think it's just an aside or a brief comment, but there are ramifications. How does all this turn out? Well, Tim Wakefield is recognized as a hero on and off the diamond all over Boston, and tributes have been pouring in for the last week. Curt Schilling, after thinking he'd never pay for a meal in Boston ever again, and the World Series win, would probably come out from dinner in the North End and have his tires slashed for the terrible person he's become. Don't be Curt Schilling. And be careful what you say on your podcast. And a tip of the cap. Rest in peace, Tim Wakefield.


The End of Google Podcasts: What You Need to Know

Google podcasts going away in 2024- here's what you need to know While Apple was the OG of the podcast space, podcasts were actually named after iPods, and Spotify was OVER aggressive, investing hundreds of millions, Google/YouTube have been more reactionary. In fact, The company itself said at podcast movement that they've been more about responding to what podcasters are actually doing. Their new tools are a RESULT of podcasters putting their content on YouTube. Earlier this year, Google began giving North Americans access to podcasts on their separate YouTube Music platform. They're gonna roll out YouTube music globally, and sunset the Google Podcasts app. It makes sense- they cite Edison research's study that says YouTube is the favorite podcasting platform for 23% of consumers, compared to 4% for Google Podcasts. Those numbers track for me- of 12,000 total downloads of THIS podcast, exactly 3.24% were on Google Podcasts. So what does all this mean for creators and consumers? Google says they will have tools to let listeners migrate their favorite shows from Google to YouTube music. And without a subscription, you'll be able to consume the pods while using other apps on your phone. For creators, we don't have an exact time line for when the app will go away. So continue to fish where the fish are. Keep putting your show on Google Podcasts, but also make sure it's on YouTube AND YouTube music. Make sure your show can be found anywhere your potential audience is looking for it . More: PodNews recap of this story: Variety magazine: Google's announcement: From YouTube - Creating a Podcast on YouTube Music:


YouTube Podcast Strategy and Other Podcast Movement 2023 Takeways

Got my 2023 Podcast Movement Recap ready to roll, and of course, it all starts with YouTube. The best session I attended was from Jay Nachlis of Coleman Insights and Steve Goldstein of Amplifi media- their Thursday keynote was The New Rules of Podcasting on YouTube. Yes, a show on YouTube is a podcast. And you need to have a YouTube strategy, even if your show is audio only. Your content needs to be on the platform, or at least a teaser directing to your podcast. I'll explain. Folks are consuming podcasts on multiple platforms, and you can get them to open their podcast player if your content is good enough. YouTube itself was at Podcast Movement, talking about ingesting shows via RSS feed. This seems like a giant step forward, but there are some important caveats. Rob Walch's annual "That Marketing Advice for Your Podcast is BS" session yielded both some important info and stats, but also stirred the pot on some debates. He says your episodic podcasts on Apple should include episode numbers. We go deep on that. AI was a big topic at Podcast Movement. Use it as a tool, not a replacement, and always check the work with a human. Spotify was there, talking about video and how huge it's become. You can get your video podcast on Spotify, but only if they are your host. And that leads to a whole bunch of other issues. Finally, what does a bonsai tree have to do with your podcast? Leave it to the great Tom Webster to explain.


Goodbye Stitcher, Twitter Rebrands

I know it's been a minute, but we've got to talk about two things today - Stitcher and Twitter. For both, it comes down to the same old adage- fish where the fish are. Stitcher, one of the original podcast listening apps, has decided to shut down. Now, for hardcore fans of the app, there's definitely going to be a "who moved my cheese" moment as they go elsewhere, likely to Apple, Spotify, or YouTube. Bottom line, those three places are where the vast majority of podcast consumption via app is happening. Apps like Stitcher, iHeart, Pandora, and others generally account for 2% or less each. Now, Stitcher is owned by SiriusXM, which also owns Pandora, Stitcher Studios, and Simplecast, the platform I host podcasts on. They company's going to focus on the SiriusXM umbrella, largely on the production side. I doubt Stitcher users will go to the Sirius app to stream, but it will be an option. What does all this mean for you as a podcaster? While it doesn't hurt to be on all the apps, the holy trinity still remains Apple, Spotify, and YouTube. (And yes, you can put an audio-only podcast up on YouTube). The other big news as of late involves world's richest man and troll-in-chief Elon Musk, who is trying to rebrand Twitter as "X." I don't know why he's throwing away the branding of one of the world's most important communication platforms. (Remember, when you're that rich, you're not "crazy," you're "mercurial.") But there's some question over copyright around X. Does Microsoft own it from XBox? Do Facebook/Meta/Instagram/Zuckerberg own it? And speaking of the latter, great move to let everyone on Instagram enroll in "Threads" with just two clicks. Privacy issues aside, you've now got a huge user base and an alternative to Twit...I mean, X. I'll be curious to see how it does in time. But again, fish where the fish are. Where is your audience going online? Do they skew older and more on Facebook? Is it a more professional set who are on LinkedIn? Do they Tweet? Do they Thread? Do they do it all for The Gram? Now your podcast metrics aren't going to tell you this. How do you find out? ASK THEM. A quick listener survey, via Google Forms, is easy to set up. And if you need to provice some motivation, like a $50 Amazon Gift Card, that information is well worth the investment. Throw the link in your show notes and promote it in your podcast. Lata!


What I Do

Often times, I meet people at networking events, and all they hear me say is the word "podcast," and they ask "what's your podcast about?" And I explain that, as you can see and hear, yes, I have my own podcast, but most of my work is focused on building branded podcasts for businesses and nonprofits. Two thirds of the US population have listened to a podcast, and half of them listen every single week. That's 100 million potential podcast listeners that you can re-inforce your potential brand with. I create podcasts, from the ground up, for organizations. The podcast is used as a branding tool to both market yourself to your existing customers and clients, and as a lead generation tool to find new ones. For many clients, I leverage my skillset as a 15 year radio veteran to co-host the podcast with them. They are the subject matter experts, and I'm just there to ask questions and faciliate the conversation. For other clients, I'm not on the mic - my role is as a live producer - to keep all the tech and content on track. And finally, for others, I'm simply an editor. They record their own podcast and send me the audio. I take out all the ums and uhs, enhance the audio, add intros, music, and more. The bottom line is, nobody knows your brand and story better than you - my job is simply to help you tell it. And here's the biggest misconception I can clear up. You don't need a podcast studio to record. The technology has improved, especially since Covid. All you need is a $60 USB microphone at your desk, and when we're done, it will sound just like a professional studio recording. The hardest part about a podcast is starting it, or AFDI. Actually (bleeping) Doing It. If it's something you've been thinking about, find me on social at JAG in Detroit, or shoot me an email


I Used AI To Create This Whole 3 Minute Podcast

I had artificial intelligence write and voice this entire 3 minute podcast (minus the intro and outro of course). I used Descript to create a synthesized version of my voice. This required me reading 30 minutes of copy, taken, interestingly enough, from a Planet Earth II script. (Also, I had to read it twice because I had the wrong mic selected the first time - it happens to the best of us). Each time, it took Descript about 24 hours to send back the new AI version of my voice. I can type text, and it will be read in my own voice. Next, I went to Chat GPT, and prompted it to write me a 3 minute podcast about the pros and cons of AI in podcasting. What you'll hear is their script, minus of course the podcast stereotype features, like the name of the show, and unnecesssary musical transitions. There are a couple moments where the audio hiccups, and it doesn't always get the inflection totally right. But overall, I find it quite impressive. Can you tell that it was AI and not me? Sure. But not by a lot. The script follows here. Questions about podcasting, AI, or both? Email me. Script: Nearly everything in this podcast is AI generated. I used Descript to create a synthesized version of my voice, by reading a 30 minute script. Then I asked Chat GPT to write me a 3 minute podcast exploring the pros and cons of AI in podcasting. It’s only lightly edited. Enjoy. Artificial intelligence has made significant advancements in recent years, and the podcast industry has not been left behind. Let's start by looking at the pros of AI in podcasting." One of the most notable benefits of AI in podcasting is content creation. AI-powered tools can transcribe, summarize, and even edit audio recordings, saving podcasters a considerable amount of time and effort. These tools can automatically generate show notes, enabling hosts to focus more on creating compelling content rather than spending hours on administrative tasks. Additionally, AI can enhance the listening experience for podcast audiences. With machine learning algorithms, AI can analyze listener behavior, preferences, and feedback. This data allows podcast platforms to offer personalized recommendations to their users. By suggesting relevant shows and episodes, AI helps listeners discover new content aligned with their interests, broadening their podcasting horizons. Furthermore, AI can improve accessibility in podcasting. Through automatic transcription and closed captioning services, listeners with hearing impairments can engage with podcast content more easily. Transcripts also benefit non-native English speakers, those who prefer reading, or individuals in noisy environments where listening may be challenging. Now, let's consider the cons of AI in the podcast industry. One concern revolves around the potential loss of human touch and authenticity. While AI transcription and editing tools can expedite workflows, they may lack the nuanced understanding and emotional connection that human editors or producers bring. It's crucial for podcasters to strike a balance between AI automation and preserving the human touch that makes their shows special. Another issue to consider is algorithmic bias. AI systems learn from vast amounts of data, and if that data contains biases, it can unintentionally perpetuate them. In podcasting, this could affect recommendations, leading to a lack of diversity or reinforcing existing inequalities. Careful attention must be given to the training data and the algorithms used to ensure fair and inclusive content recommendations. Lastly, privacy concerns arise as AI collects and processes vast amounts of user data for personalization. It's essential for podcast platforms to be transparent about their data collection practices, provide clear privacy policies, and obtain informed consent from users before utilizing their data. Safeguarding listener privacy should be a top priority." That concludes our exploration of how AI is...


3 Ways To Make Your Podcast like Ted Lasso and Succession (Spoiler Alert)

Two of the best television shows in modern memory wrapped up this week - Succession and Ted Lasso. Today I'll tell you how some of the strategies they used can help your podcast. And oh, spoiler alert. Strategy #1 - Know when to get out. Both shows left us at a place where they could have continued on. Part of me would have loved to see how the Roy siblings moved on, and what happened to Waystar Royco. And of course, how would AFC Richmond have fared with Roy Kent at the helm? But both shows erred on the side of ending too early, as opposed to too late. The last thing we would have wanted is a "How I Met Your Mother" situation, where the last season was awful. It seemed like the writers were testing our loyalty, daring us to give up. This idea holds true for both your podcast as a whole, and individual episodes. When it's done, it's done. Wrap it up, and as the cliche goes, "leave them wanting more." Strategy #2 - Have characters that connect. Now, I'm not saying be somebody you're not. But as a host, or cohosts, what is it about you that makes your audience FEEL something? Roy Kent is one of my favorite television characters of all time, played by the hilarious comedian Brett Goldstein. Ted Lasso himself can be described the same way the show is - "relentless positivity." On the other end of the spectrum, you have Kendall, Roman, and Siovann Roy. They're all TERRIBLE people. But we connect with them in their moments of humanity - as they're all complex in their own way. Even if we may have been rooting for a meteor to hit them all in the end. What is it about you and your show that CONNECTS? Is it a personality trait? Is it humor? Or are you providing valuable information to your audience? If you want them to come back, they have to feel something - even if that something is "smarter." Strategy #3 - Set and meet your audience's expectations. Ted started in the early days of Covid, and it was one of those rare things that made us feel good. We came to expect to feel good after an episode. And of course, the other side of the coing. The Roys are all terrible people. It appealed to the lesser qualities of the human condition. Either you're an empath like me and felt terrible after each episode, or you are a sadist, looked at the Roy family, and said, "wow, I may have my issues, but at least I'm not them!" Establish what listeners will get out of your show. How will they feel? Will they learn something? What will resonate with them? You won't figure that out in Episode 1, but when you find that secret sauce, go with it. We'll miss you, Ted Lasso and AFC Richmond. As for the Roys, you had it coming. As you say to each other in every episode, "Fuck off."


Promote Your Show on Other Podcasts, But DON'T Make it Exclusive!

The Daily from the New York Times -one of the biggest, and in my opinion, best, podcasts out there is expanding. They're going to offer a daily 10 minute recap of the day's headlines. But in this week's rollout, they are doing something right, AND something wrong. Here's what they're doing right - they are promoting the show on their flagship podcast. The best way to grow your show is by targeting other podcast listeners. It's the old "fish where the fish are" mentality. By doing a promo swap with another show in your space, you can grow both audiences. And also think about the actual user experience. It's much easier to find another podcast when you're already in a podcast app, like Apple or Spotify, then having to click over from Twitter, Facebook, or another social app. But speaking of podcast apps, here's where The Times gets it wrong. While you can listen to "The Headlines" for free this week in the same feed as "The Daily," that will change next week, where the show will be available only in the new NYT Audio app. Clearly this is an attempt to drum up some revenue. But I don't know who's going to pay $6.99 a month (or $24.99 after the first year) to get the day's headlines in podcast form when you can just as easily get the same headlines from NPR, ABC News, or any other competitor, for free on Apple, Spotify, Stitcher, Amazon Music, etc. Now, "The Headline" and NYT audio will be great for anyone who already pays for a digitial subscription to read article, play the crossword and Wordle, and anything else. And maybe you can justify this by it maybe being the final piece that grabs someone on the fence about subscribing anyway. But this are the big mistakes that podcasters are making. Just look at TV - do you really want to be paying for Netflix, Hulu, HBO Max (i'm sorry, Max), and Apple TV? No, that adds up. Yes, I keep Netflix for my parents, but I'll be dumping HBO when Succession ends and Apple TV when Ted Lasso finished up. So with all these video services nickel and diming us, do you want to have to pay separate subscriptions for Apple, Spotify, and a bunch of other places for your podcasts? In my opinion, this is a short-sighted money grab on podcasters' part. And unless your show is SO good that people are willing to spend money on it (like Succession and Ted Lasso), it won't work in the long-term. Would I pay for the Daily? Maaaaaaybe, but probably not - as I don't listen when I get busy. Would I pay for 10 minutes of headlines I can get anywhere? Absolutely not. Podcast revenue is up year over year, but you won't make money selling ads on your shows until you spend a good year, or even two or three, building your audience (unless you're uber famous to start with). So don't cannibalize yourself by limiting where your show is available. As always, thanks for listening, and if you have any questions about podcasts, find me at JAG in Lata!


Why my Lululemon Pants are like finding a new podcast

Yes, I'm a 42 year old man and I'm recording this podcast while wearing a pair of my new Lululemon pants. And I found them the same way most people find podcasts. Look, we all know the pandemic changed EVERYTHING. From food delivery to media consumption to...PANTS. As a recent New York Times Op Ed said - the best things to come out of Covid are "soft pants." I've been working from home since 2018, and my wife has since March 2020 - and we openly complain when we have to wear jeans, or so-called "hard pants." Denim's out, comfort is in. So how did I start my pants journey? Much like podcast discovery, word of mouth. My wife's hair stylist told her that she bought a pair for her husband, and he loves them. So I started looking online -and of course my Facebook feed was soon filled with ads for Lulu, Birddogs, Public Rec, and Fabletics. I also posted looking for recommendations, and was surprised by how many friends my age had suggestions! Social media and Google - more drivers of podcast discovery. My wife is a fan of dressing "age appropriate," and I think she's on a secret mission to gradually purge all the sports logo'ed clothes from my 20's out of my closet. And yes, that includes sweatpants, which are being replaced by the more modern "joggers." At this point in time, me wearing a jersey to anything other than a game, well it makes about as much sense as sitting by the radio waiting for your favorite song to play. So I bought three pairs, all online of course. The LuLus, a pair from the cheeky brand Bird Dogs, which might even be slightly more comfortable, and a pair from Fabletics. which I returned. Overall, I was pleasantly surprised by this new way of wearing pants. It makes more sense for my lifestyle. Just like podcast skeptics can often be won over by a show that entertains or informs them. I gotta admit, I stereotyped Lululemon - thinking it was a brand for wealthy suburban moms and sorority girls. But I was wrong. Just like every SNL sketch you've ever seen stereotypes podcasts and podcasters. Gone are the days of poor audio made in Mom's basement. Now, every company needs a podcast as part of their brand strategy. And podcasting consumption has hit an all time high. 83% of American adults are familiar with it, 64% have listened to one, and almost 100 million people tune in every week. Now that I'm wearing comfy pants every day, I won't go back to jeans, except for those rare occasions when necessary. I hope you can find a podcast that feels as good on your ears as these pants do on my....legs. Lata!


What If Your Guest Wants To Add Something?

We've all been there as podcasters. We finish our interview, we sign off, and the guest sends us an email and says, "oh, can I add something?" What's important to remember in podcasting is that, in most cases, this isn't hard-hitting "gotcha journalism." We aren't out to GET our guests or catch them with their pants down. Usually, we are highlighting them, or something interesting and relatable about their story. In fact, getting your guests to share the episode to their network is a great way to grow your show. So why NOT accommodate them? Yes, it can be more time out of your limited production schedule But it's important to be kind. Podcasting, like all things in life, is about relationships and how you treat people. The better an experience your guest has before, during, and after your show, the more likely they'll be to recommend both your show, and you as a host and person. Now here's a hack for you. When it's time to edit, if you haven't already done the cuts on the main episode, edit the inserted content FIRST. That way, you'll know how it sounds, in its edited form, and have a better idea of where it can fit in the context and flow of your main episode. Of course, there will be times where a production schedule doesn't allow for changes, or you may have a guest who has an unreasonable request. There are exceptions to every rule. But if you need some perspective, try being a guest on someone else's podcast. That's a lot more nerve-wracking, at least for me, than hosting. As a host, you have full control, both before and after. But as a guest, you're at the mercy of the interviewer. So, if possible, show a little kindness, and it can go a long way.


Why Your Podcast Needs YouTube and An Email List

Two things that will be central to growing your podcast in 2023 are a YouTube channel and an email list. First, YouTube. Now don't be scurred. If you're camera shy, this doesn't mean you need to shoot video of your podcast. There are tools like Headliner and others that will take the AUDIO of your show, and either your show or episode artwork or an image of your choice, add one of those moving waveforms and boom, it's a video file that you can either download or just connect the app to your YouTube page. You can even automate it to go to YouTube whenever an episode publishes. Example: Why is YouTube so important? Because YouTube is now a top 3 platform for both podcast discovery AND podcast consumption. You may have noticed that Google, who owns YouTube, is eliminating the Google Podcasts app, and they are folding it into the YouTube music platform. In fact, as a creator, if you have a playlist on YouTube, you can now designate it as a podcast. Podcast consumers are viewing, and even just listening, to podcasts on YouTube. Sometimes the audio just plays in the background while they are driving, or working on their TPS reports, or however they're going about their day. YouTube and Google's search engine can't be beat - so it's an easy way to find and consume content. The only downside is that your YouTube views and podcast downloads are counted separately, because YouTube doesn't yet use an RSS feed. But because of the exponential growth of podcasts, and the fact that Google is now all in, my prediction is that this problem will be solved by late 2023 or early 2024. So get on YouTube now and don't be late to the party. The other key to your podcast is an email list. It's easy to set up with a service like MailChimp or Constant Contact, or AWeber, which is what I use because it's got a template for podcasts. To quote my friend and colleague Tiffany from Twiz Creative, by using an email list, you are creating your own algorithm. You aren't relying on Mark Zuckerberg or Elon Musk to display your content to your followers. Sure, post your stuff on social. It can't hurt. But an email list guarantees your listeners will see that you've posted a new episode. In fact, if you'd like to subscribe to the email list for THIS podcast, you can at Thanks for listening, and for following and subscribing. Lata!


What Podcasting Can Learn From Baseball

I grew up a die-hard Boston Red Sox fan. Every April, we thought, "this could be the year." Until it wasn't. But in honor of what used to be our national pasttime, today I'm going to tell you what podcasting and baseball have in common. When you start your show, it's April. You've got big dreams. You're going to be the next Serial, or the next Joe Rogan. You're going to get millions of downloads, and sell enough ads to quit your job and buy your own private island. Hope springs eternal, right? Then you get into the season, and you realize that this is a LOT harder that it looks - and sounds. You need to be consistent. And you need to spend a lot more time practicing - or prepping - than you do actually playing (or recording). And even if you're a knock-it-out-of-the-park type player, you can't do it without teammates. That could be cohosts, guest, virtual assistants or VAs, editors, and more. It sure is fun to start, but it's a grind. And while everyone wants to win - would you be happy with a .500 record? Making the playoffs? Winning the pennant? What does that mean for you in terms of downloads and either sales leads or ad revenue? Here's one more comparison. Baseball interest has plummeted in recent years. Why? As our attention spans wane, the game has gotten slower. Time between balls in play has gone from 3 to 4 minutes, which added up over a whole game is a lot. And the longer your content, the more compelling it needs to be. News flash: you're not Sarah Koenig or Joe Rogan with a full staff behind you. Chances are, your show can be more compelling if you keep it under 30 minutes. And lose the fluff. If it doesn't interest your audience, leave it on the cutting room floor. If you follow baseball, you'll know this year has brought - forgive the pun - a seismic....shift. For reasons too long to list here, baseball has gotten away from putting the ball in play, and just going for the home run. New rules have gone into place for the 2023 season to encourage more singles, doubles, triples, and steals - to keep the action and momentum going. Similarly, podcasting has swung for the fences - look at the hundreds of millions of dollars Spotify and others have thrown around over the last few years. It wasn't sustainable. And now, like many other industries, the podcasting world has started to contract - with cuts at many bloated companies. As Vanity Fair put it, "The Dumb Money is Gone." Or, as Steve Goldstein of Amplifi Media says, "Belt Tightening will be good for podcasting." More and more folks are listening to podcasts. After a brief dip in 2021-2022 as we came out of the pandemic, podcast consumption has once again grown this year, to another all time high, according to Edison Research's Annual Infinite Dial Survey. Four out of 10 Americans age 12-54 have listened to a podcast this week, and weekly podcast listeners average 9 shows per week. Chances are, your show is not the next Serial, Smartless, or Stuff You Should Know. Those shows are home runs. Your show might be a single, double, or triple. Heck, maybe it's a steal. Baseball is learning that those plays are key to keeping the game exciting. And that's why your show is important to podcasting. If you have any questions at all about podcasting, you can find me online at, where I have a new guide to all the equipment you'll need to get started:


YouTube Podcasts and More March Podcasting News

To paraphrase a great philosopher of the early 2000's.....FINALLY.....The Jag Show....has come podcasting. First, apologies for the hiatus. I've spent much of the last six months on a passion project - the WJPZ at 50 podcast - interviewing alumni from a half century of my college radio station. Look for a case study on that show soon in this space. Also, on Tuesday, April 4, I'll be co-presenting "How to Launch a Podcast," with my client Angela Buccellato of The Resume Rescue. I'll be talking about how to get started, and Angela will talk about how she's used her show, That's Business, as a marketing and lead generation tool. If you're local, the event will be at Bamboo in Royal Oak, Michigan. If you're not local, you can watch virtually. Now, onto March's podcasting news. The biggest news is the integration of podcasts into YouTube. YouTube is one of the top discovery methods of podcasts, and I've long said that even if your show is audio-only, it still needs to live there for SEO purposes. Well, if you've organized your episodes into a playlist on YouTube, you can now categorize that playlist as a podcast. Also, YouTube's got some great analytics available to creators - from watch time to device type and operating system, as well as the traffic source they came from. For me, the only downside is that YouTube isn't pulling from your podcast's RSS feed (yet), so the YouTube metrics and your podcast download numbers will have to remain separate - for now. For audio podcast consumption, the debate rages on between Apple and Spotify. Spotify has the most listeners from a quantity perspective, but they only download 3 episodes on average. Apple's listeners download 30. So more listeners on Spotify, more consumption on Apple. Edison Research's Annual Infinite Dial Study was released in early March, possibly the most important analysis in podcasting, IMHO. Key takeaways are that after a bit of a COVID dip, podcasting is back on the upswing. This of course relates to the return of commutes. Two thirds of Americans age 12+ have listened to a podcast, almost half have listened this month, and a third have listened in the last week. Full study here: The PodFest Global Summit is live this week Some fun tools for podcasters include PodSqueeze, which uses AI to generate show notes, summaries, and social media content from your uploaded audio file. I tried it this morning. Pretty good, but like most AI, not nearly as good as a human doing it the old fashioned way. Auphonic, a popular online production tool, has revamped its system. And Podfast is an app that's coming soon which will deliver short audio summaries of longer podcasts, like a Cliff's Notes version. They claim it's totally legal. We will see. Here's my key takeaway - as AI continues to get better and better, the list of potential tools for podcasters keeps growing. But we aren't at "set-it-and-forget-it" levels yet. We'll get closer, but we'll never be all the way there. The best thing for you to do, as a podcaster, is see which of these tools can cut down your production time for your podcast, but check and tweak everything. Hope you continue to be well, and I'll see you next Tuesday in Royal Oak. Lata!


2023 Podcast Predictions

What's better than one podcast producer's 2023 predictions? How about 5? I moderate this month's roundtable with Matt Cundill of The Sound Off Media Company, Catherine O'Brien of Branch Out Programs, Johnny Podcasts of Straight Up Podcasts, and David Yas of Pod 617. We agree on some ideas, and have pleasantly divergent opinions on some others.


Happy 2023, Podcasters!

Hey everyone, it's been a minute. Gonna break down the last month or so of podcast news and look forward to 2023. First, a programming note. Yes, I've "pod faded" with this show a bit. That's largely because I've been dedicating a lot of time to a passion project, a show called WJPZ at 50. It celebrates 50 years of the radio station at my alma mater, Syracuse University. We are releasing interviews with alumni every Monday, Wednesday and Friday through the beginning of March and our annual reunion banquet. After that, the show will slow to a once-a-week cadence, and I'll be able to re-focus on this show and other areas of my podcast production business. Thank you by the way, PodNews and Podcast Business Journal for the mentions. OK, onto the news.... What about video podcasts? I'm asked this all the time. A new study from Cumulus/Westwood One and Signal Hill Insights show that 28% of podcast listeners want to watch video of their podcast, and 29% want video playing in the background. This changes a bit by format - like true crime for example is often best suited to audio only. But here's MY key takeaway: 43% of listeners prefer audio only. My position on this hasn't changed. I'm a radio guy by trade, so I'm always audio first. A podcast goes where video can't - in the car, walking the dog, and more. Now YouTube is huge for podcast discovery, but you can get all that SEO benefit but uploading your audio to YouTube with a static image or moving waveform, or even auto-generated captions. Make sure you have good show notes, and a transcription of your content if available. But don't feel the need to shoot video of your podcast- to me, the ROI on your time investment just isn't there. And yes, I know what you're thinking - Jag, aren't you doing a video version of this podcast? Well, yes, but only because it's very short. If this thing were 30 minutes, no way I'd be shooting and editing video. Speaking of YouTube, they've put out a 67 page guide to podcasting. If you've got some time - you can link from the bottom of this article at TubeFilter: Podcast Hosting App Anchor seems to be losing market share. I've long been concerned about Anchor, its connection to Spotify, and the murkiness around who owns your content. Remember, free is never really free. Anchor, however, HAS announced an audio enhancement tool that will clean up your audio in noisy environments. Add this to the existing Studio Sound feature in Descript, and an AI audio enhancement tool in beta from Adobe, and podcast audio is going to get much better in 2023. If you're going to use these tools, however, proceed with caution. They aren't perfect, and unless you check through them, or employ a professional editor, you can get some WEIRD stuff in your "enhanced" audio. Spatial Audio could be the next big audio tech breakthrough. Theoretically, if you're listening to a podcast with headphones, you'll be able to hear the conversation from different angles depending on how you move your head. The New York Times has a website demo. I think it will be a couple of years before this is common place, but the cutting edge stuff is pretty cool. Link: There seems to be a growing sentiment in podcasting to remove email addresses from RSS feeds. Up until now, you needed an active email address to verify ownership of a podcast in Apple, Spotify, and more. But with the rise of two-factor authentication, that may no longer be needed. Why the pushback against email addresses? They inordinate amount of spam that you get from every bot on the planet as a podcast owner. And think you have it bad? Try being the email on the RSS feed of 25 or so client podcasts. It's a daily pain I incur so my clients don't have to. You're welcome. :) New research shows that podcast listeners are OK with content that's, shall we say, not squeaky-clean. The reason seems...


10-ish Podcasting News Stories From The Last Month

It's been awhile since we did a recap of news in the podcasting world - so I'm gonna share some headlines that have grabbed my attention over the last month or so: The biggest story is Edison Research's Spoken Word Audio report, released at the end of October, and surveying Americans ages 13 and up. Some of the key takeaways: 131 million Americans listen to Spoken Word Audio daily, that's up 25% since 2014. Also, 29% of all audio consumption is now spoken word. That's up 1.5x from eight years ago. And Gen Z specifically, their consumption of spoken word audio has nearly tripled. And that's not just because today's pop music sucks. Also, it's too loud and GET OFF MY LAWN! Here's a link to the takeaways and the study: Podcast host Buzzsprout has gone viral with their video on how to be a podcast guest. It's a classic 90's instructional video throwback - complete with a rapping PSA. Link: Some news specific to Apple Podcasts: Beginning in 2023, they'll no longer require an email address to be associated with a show. I love this idea - because I'm the admin email for many of my clients, I can't TELL you how much spam I get. Your email address doesn't need to be in the back end RSS data. But it should be in your show notes, so your listeners have a way to contact you. Also, Apple has started auto-tagging individual episodes by category. On one hand, Big Brother is listening, but on the other, it might help your discoverability! You may have noticed a new look to Apple Podcasts in iOS 16. If you listen on an iPad, you'll have a new sidebar to help you navigate between shows. And on iPhone, you'll be able to navigate easier from the lock screen. That said, Apple is raising prices on Apple Music, Apple TV+, and Apple One. Man, I hope that last season of Ted Lasso is worth it... Amazon Music still represents less than 1% of US podcast listening, but it's Amazon, so I expect that number to grow. They've added more ad-free podcasts for Prime members. Maybe instead, we'll just keep seeing ads for terrible Thursday Night Football games. Titans-Packers this week. Yawn. Can't Wait. Tom Webster, in Sounds Profitable, has a two-part series on Radio's Seven Warnings For The Podcast Industry. They are: You know I'm a fan of Squadcast as a remote audio recording platform. They announced they've received several patents for their behind the scenes tech. A podcast called Canadian Politics is Boring is putting out an episode of their show on cassette. Yes, cassette. It's a cool novelty - but unless you've got a device that plays cassettes, it seems the tapes are just going to be glorified paperweights. Finally, a quick shoutout to Evo Terra, who wrapped up his show Podcast Pontifications. He was one of the first big names in podcasting two decades ago, and he was always gracious to me with his time, including being a past guest on this show. You can find his episode here:


Bonus: WJPZ at 50 Podcast Trailer

A great way to promote your podcast is in other podcasts. It's what's known as a "Feed drop." If you can work out a trade with a similar podcaster, you can promote each other's shows. The old adage is "fish where the fish are." It's a lot easier to land a podcast listener from another podcast than it is from a social media channel. They're already on their podcast app! With that in mind, here's a demonstration of how that works. I'm working on another project - a podcast commemorating the 50th anniversary of my college radio station in Syracuse, WJPZ. Episode 1 of the podcast debuted today, with interviews of our longtime faculty advisor, Dr. Rick Wright. I've taken the artwork and audio from that podcast's trailer, and added it to my feed for my followers to see and hear. And it's up now, classified as a "Bonus" episode. Maybe you'll be interested and follow that show after hearing it here. Enjoy.


8 Things Disney World Can Teach You About Your Podcast

My wife and I are back from a week in Disney World with some friends, and a lot of the things they do there can apply to you and your podcast. Now I realize Disney has about a 90 year head start on you, and 50 for Disney World specifically. Nor do you have a multi-billion dollar marketing machine and 4 generations of super fans at your disposal. But here are 8 takeaways from the Mouse House that you can scale down to your podcast. better To talk more about podcasts and how I can help you, find me online at


Are Podcasts Coming to TikTok?

TikTok continues to out-innovate (and out-grow) other social media apps. And podcasting could be their next feature. PodNews, via AudioMeans, reports that there is a new "bot scraping our feeds." Or, in English, another party is starting to look at our podcasts. And it traces back to TikTok servers. Details are scant so far, but this makes total sense. TikTok has been rapidly gaining on other social media apps, so it only makes sense they'd want a bite of the podcast pie as well. What I find REALLY interesting is, will they work out deals with record labels so you can include commercial music in your podcast like you can on TikTok? We're probably a long way out from the answer on that - but definitely something to keep an eye on. Speaking of big names in podcasting, YouTube is continuing to increase their efforts in the space. You can now purchases ads in YouTube podcasts through Google Ads. If you haven't seen what YouTube's podcasting space looks like, you can go to Just know it's only available in the US at this point. How often does shared podcast listening happen? As in more than one person listening together? In a new study from SiriusXM and Edison Research, as much as 12% of podcast listeners report listening with someone else, including in-car and in other places. This can result in a 5% boost to impressions for podcast advertisers. And co-listening happens in the home, too - usually while cooking or eating together. Here's a link to the survey: And speaking of Edison Research, you know I'm a big fan of almost everything they put out. Next Thursday, they're releasing their Spoken Word Audio report for 2022. It's going to look at how Spoken Word Audio fits into overall audio listening in the US, and there will be special focus on Gen Z listeners. If you're not paying attention to them, you should be. They were born between roughly 1995 and 2010. Which means the oldest ones are close to 30 now, and have significant disposable income to spend. Here's a link to sign up for the Edison Webinar. As always, appreciate you listening, and if you have any questions about podcasting or starting a podcast, find me at Stay healthy and stay safe. Lata!


How Spotify's Greed Cost People Their Jobs

The big news in podcasting this week was Spotify canceling 10 shows from its Parcast and Gimlet studios, leading to a layoff of just under 5% of its workforce. And it's all because of...greed. These shows are Spotify exclusives. While it's true Spotify is one of the biggest players in podcasting, they are far from the only game in town. When you keep a product off of certain distribution channels, that content had better be an absolute home run, and worth the price of admission to Spotify. Another bad look for Spotify - and a reminder that you need to be crystal clear who owns your show's content. Their show "Sex, Lies, and DM Slides" was created in September 2020. The hosts parted ways, and now the show is being made without them - same name and everything. Spotify says they own the intellectual property of the name. More from PodNews: Another piece of advice for your podcast - make it recommendable- to listeners and to Google. Connect with your audience and make them WANT to tell their friends and family about your show. And don't forget about Google and SEO. More: Finally, some podcasting quick hits: Arthur the Aardvark is launching a podcast series next Thursday, October 20th, repurposing some content from the former kids show. Adnan Syed, the subject of the groundbreaking serial podcast, has had all charges against him dropped, after serving 23 years in prison for a murder he did not commit. And speaking of true crime, Kim Kardashian is investigating the case of Kevin Keith, who was convicted of a triple murder in 1994. He maintains his innocence. The Spotify show is called "Kim Kardashian's The System." And some of the survivors of the attack are NOT happy with the show. Well, I mean frankly, if you can't trust Kim Kardashian as a serious investigative reporter, who can you trust? As a reminder, I'm here to help you with all your podcasting questions and needs. And you want this show emailed to you every week, just visit Until next week. stay healthy and stay safe. Lata!