The Jag Show

Has Podcasting overtaken AM and FM Talk Radio? Well, yes and no. This is from Edison Research’s Share of Ear Survey. In 2017, 66% of all spoken word audio was consumed over AM and FM radio. Only 13% of ears went to podcasts. Well fast forward to the second quarter of 2024. Talk Radio is at 43%, and Podcasts are catching up at 36%. But if we dig a little deeper, among ages 13-64, Podcasting has ALREADY surpassed AM/FM Talk Radio – 41% to 39%. So the only reason the radio still wins is the 65+ demo, who pick the radio 5-1 over podcasting. So while talk radio listeners are yelling “get off my lawn!” podcasting will catch up – if not this year, probably by 2025. This change will be accelerated by increased podcast discoverability. According to PodNews, Matthew Passy and the folks at Custom Podcast Solutions will be debuting an NFC-enabled Bluetooth Beacon. You can wear it on your wrist, and instead of telling someone to search, or scan a QR code, you can have them tap their phone to open your podcast. This is supposedly going to be on display at the Podcast Movement this August in DC., so I’ll be sure to report back. Some Spotify-related news to close with this week First, Spotify is ditching polls and adding comments to podcast episodes. And unlike Apple, you can approve comments, block trolls, and manage the comments on their new Spotify for Podcasters app, not to be confused with the Spotify App itself. And finally, Spotify is now bragging that they have 250,000 Video podcasts on their platform. I’m still leery of this – I don’t want to use Spotify for Podcasters to access this tool, because I don’t want Spotify to own my show. For me, I’m going to stick to producing an audio podcast via my RSS host, Simplecast, for Apple, Spotify, and more. And I’ll put the video directly on YouTube, which has a much bigger audience than Spotify. And because these episodes are short, I’ll keep posting the video directly on my social media channels via JAG in Detroit.Because each social media app’s algorithm likes videos that keep people in their app. I’m more interested in getting my content to as many people in as many places as possible. Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

Over the long holiday weekend, my wife and I puppy-sat for Henry, a 4-month old golden doodle. And this got me thinking. Puppies and Podcasts have a FEW things in common. When you start a podcast, you probably have the exuberance of a puppy. Henry has a habit of BOUNCING when he walks – he’s very excited, and it’s very cute. But at some point, you need to learn HOW to walk. And you can learn that by observing other podcasters. Our cousin, Henry’s owner, said on walks, he’d just plop down on the sidewalk. But when we walked our 10 year old coonhound Jules, Henry would follow her around, like, well, a puppy dog. The added bonus, 3+ miles of walking per day makes for a very tired, and thus very well behaved, pup. You may have a plan for your podcast, but in the early goings, you may have to change course.The plan was for Henry to sleep in a crate in our bedroom. But his first night with us, this well behaved pup screamed and cried and barked from 11pm to 1am. Now, I’m sure some neighborhood fireworks didn’t help, but around 1:15am, we called an audible.Henry would sleep in our bed all week.Sorry to his Mom and Dad if you’re listening – I’m sure he learned some bad habits here at Camp Jules. Bottom line, you may think you know what you’re podcast is going to be – but if it’s not working, it’s OK to change – even after you’ve launched. Then there were the puppy teeth – who knew they were so sharp? Yes, they hurt when he nipped at my ankles – and yes, those first few podcast mistakes may leave a mark. But outside something drastic, or outside the realm of common sense, you aren’t going to destroy anything in your first few episodes. No matter how hard Henry went at those deer antlers or stuffies, he didn’t cause any real damage. It’s OK as a new podcaster to be “teething.” At the end of the day, your new podcast needs a lot of attention – you are still figuring out your new world. But the more time and care you put into it, the better your results. You might need constant reminders about mic technique and avoiding tangents – the podcast equivalent of “don’t eat that and don’t pee on that.” Lata! Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

Today I’m going to tell you three podcasting mistakes to avoid with your show. First one, pretty straightforward. Avoid the word “podcast” in your show title. Two reasons.One, if someone is consuming your show, they already KNOW it’s a podcast. Two: SEO. According to James Cridland and PodNews, there are 700,000 podcasts that include the word “podcast” in their title – 16% of all shows currently listed. How the heck is your show going to stand out in search, if it’s using the same words as a sixth of all PODCASTS? Next mistake – assuming listeners skip ads. Sure, we’ve all skipped ads from time to time when listening to a pod. But a new study from Sounds Profitable shows 68% of listeners, more than two thirds, have listened to at least SOME ads in podcasts.Now maybe they’re multitasking and can’t reach the skip button, or maybe the ads are well executed. But either way, in a world where it’s harder and harder to grab someone’s attention, don’t write off podcast ads. Also, they don’t have to actually BE ads. They can be promos, announcements about your show, calls to action.The possibilities are endless. OK, final mistake to avoid.And bear with me because there’s some nuance here. Spotify recently opened up video to ALL podcasts, not just the ones hosted ON Spotify. So if you’re more invested in video views than audio downloads, great. But if your show is audio first, and you use audio downloads and streams as your most important metric, DON’T put your video on Spotify. Back to James Cridland and PodNews – who say if someone consumes your video content on Spotify, it won’t count as an audio download with your host. And you’ll lose those numbers. So if audio downloads are most important to you, leave your show on Spotify as audio only, just like you have been, and just like I’m doing. Lata! Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

It’s one of the hardest questions when you start a podcast. Should I do video, or just audio? Well, I think I’ve found a way to split the difference. I was helping a new client launch a podcast this week, and we were talking, as is often the case, about audio versus video. In a perfect world, we’d all have a video team of several people who can put together something that would make Steven Spielberg proud. But the cost of that – in terms of money AND time – don’t make it possible for most of us. Also, the hardest part of starting a podcast is AFDI – Actually (hmm) Doing It. The barrier to entry in podcasting is low, and we want to keep it that way. We don’t want someone MORE scared of getting into the space. Trust me, as an ex radio guy – it’s a lot easier to SOUND good than to LOOK good. However - online video, particularly short-form video, has exploded in the last couple of years. And Reels are helping with podcast discoverability. And with our goldfish attention spans – you probably need a more compelling visual than a moving waveform and static image of your podcast artwork. So here’s how to get the best of both worlds. RECORD video of your podcast interview. You can do this with any remote recording software, like Squadcast, Riverside….even Zoom.Or, if you’re in person, use your smartphone. You’re still doing an audio podcast, but you now have all the video footage. Grab some 30 second clips of your guest saying something great – and use a service like Descript or Headliner to make eye catching captions, and throw it up on Tik Tok, YouTube Shorts, Facebook and Instagram Reels, you name it. Then link back to, or promote the actual podcast. Knowing you’re only going to take very short clips can take some of the pressure off of video – you don’t need to make eye contact with the camera at all times, the lighting doesn’t have to be perfect, and your hair doesn’t either. It’s much easier to have TOO MUCH content, than NOT ENOUGH. So, provided your guest consents to being filmed, grab the video to use, repurpose, and promote your show later. As always, no matter what you budget, video or audio only, if you need help with a podcast, you can find me at jagindetroit.com. Lata! Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

Spotify for Podcasters, or Anchor, as it used to be known, is a free platform for hosting your podcast. But as we all know, nothing is TRULY free. I've long said that Anchor, or now Spotify for Podcasters, is a great tool if you're dipping your toe into podcasting. They won't charge you a monthly hosting fee, and you can kind of get the hang of your craft. Because the hardest part about doing a podcast - is actually starting one. Well some previously announced changes for the platform are about to take effect. The first one probably won't affect you - the "Music and Talk" pilot that allowed you to do a podcast that included full licensed songs on the platform. I played with this in an experiment called "The JAG Throwback Show" - mostly to scratch the itch that comes with being a former radio DJ. But you couldn't talk over the intros of songs (what's the point of doing a radio show if you can't hit a post?) and only Spotify PREMIUM subscribers would hear the whole song. Users on the free tier would only hear the begining and end. So fun idea, but no big loss. Here's a link to that show: https://open.spotify.com/show/2j6cYPd7dmiPDuMdT2PLHr?si=56b8fc13bd824c0b On the podcast side, Spotify is eliminating their internal production tools, and beginning a partnership with Riverside, the podcast recording platform. Riverside has some great tools, and you can read and watch the announcement from Spotify here: https://podcasters.spotify.com/resources/learn/create/updates-to-spotify-for-podcasters So again, if you want to do a podcast as a hobby and have a very limited - or no - budget, great. But if your aim is to really put time and effort into a show and grow it, this isn't the place for you. You are putting all you eggs in the Spotify basket. You're hosting with them, you're editing with them, and you're getting all of your analytics from them. This means you are at their mercy if there's a service outage, or if they decide to make any changes. And when it comes to the analytics side, Spotify has decided to no longer participate in IAB download metrics - an industry standard that the majority of hosts use to track the number of people listening to your show. I'll spare you all the tech stuff, but Bryan Barletta of Sounds Profitable wrote a scathing open letter to Spotify - mentioning that they are no longer a podcasting peer - they are their own game. You can read that here: https://soundsprofitable.com/article/of-mice-and-megaphone Bottom line: If you live entirely in Spotify's ecosystem, they control everything. It's like having your entire retirement portfolio invested in stock of your employer. That's great when things are going well. But what happens when they take a turn? Here's my recommendation. Host on a platform like Simplecast, Buzzsprout, or Libsyn. Their plans start at around $15 per month, which if you're investing in your show, isn't much money. Your metrics will be legit, you'll still be on Spotify independently, and you won't be beholdent to them. And if you're recording remotely, use either Riverside (I've got a referral code in the show notes), or Squadcast. Both are excellent quality, and have a number of bells and whistles. It's just figuring out which of the two is more intutiive for you. Squadcast was recently acquired by Descript, which is where most of their editing and tools have migrated to. And they've got an announcement of new tools coming next week. https://lu.ma/descript-season-6 And as always, if you have any questions at all about your podcast or how to start won, find me online at JAGinDetroit.com. Lata! Here's my referral code if you want to try Riverside: https://bit.ly/jagriverside Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

https://www.edisonresearch.com/the-podcast-consumer-2024-by-edison-research/ The Edison Research Podcast Consumer 2024 report, providing a comprehensive overview of the current landscape of podcasting. As we head into the holiday weekend, it's the perfect time to reflect on these insights and what they mean for podcasters and listeners alike. Podcast listenership is at an all-time high, with two-thirds of the U.S. population aged 12 and up having listened to a podcast, and over a third tuning in weekly. The average time spent listening to podcasts has surged by 450% since 2014, Podcasts now constitute 11% of all audio sources and 20% of ad-supported audio sources, showing a substantial increase from previous years. We also explore the diversity of podcast listeners. Podcasting spans all generations, with significant engagement across various age groups. For example, 59% of those aged 12-34, 55% of those aged 35-54, and even 27% of those aged 55 and older listen to podcasts monthly. Gen Z, in particular, shows a strong affinity for podcasts, often spending more time with this medium than older generations, drawn by the depth of topics and unique perspectives offered. The demographic breakdown of listeners is becoming increasingly diverse. The percentage of Black Americans and Latinx Americans listening to podcasts monthly stands at 48% and 43%, respectively. Additionally, the gender gap is closing, with 45% of U.S. women now monthly podcast listeners, indicating a more balanced audience. Interestingly, female listeners tend to consume more episodes weekly compared to their male counterparts. Podcasts are not just popular; they are also effective for advertisers. An impressive 46% of weekly podcast listeners report purchasing a product or service based on a podcast ad. This statistic highlights the medium's power to drive consumer behavior and its value for advertisers. The top podcasts in the U.S. continue to draw massive audiences. Leading the list is "The Joe Rogan Experience," followed by "Crime Junkie," "The Daily" from the New York Times, "New Heights" with Jason and Travis Kelce, and "Dateline NBC." Other popular shows include "This American Life," "Call Her Daddy," "SmartLess," "Morbid," and "Stuff You Should Know." As the industry continues to grow, it presents numerous opportunities for businesses. Podcasts can serve as a powerful tool for internal communication or as a platform to engage with a broader audience. If you haven't yet started a podcast for your business, now is the time to consider it. Have a great holiday weekend, and remember to share this episode with friends and family to help grow your podcast network! Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

In this episode of The JAG Show, we tackle the ever-persistent question: How long should a podcast be? The answer isn't one-size-fits-all. We dive into the nuances of podcast length and what makes an extended episode worthwhile. With personal anecdotes and industry insights, we explore scenarios where longer podcasts not only work but captivate. From celebrity-packed interviews, like Julian Edelman's deep dive with Ernie Adams, to niche passions such as travel hacks and Taylor Swift conspiracy theories, we illustrate why content, not length, dictates a podcast's success. Whether it's sports, politics, or entertainment, we discuss how established shows and A-listers like SmartLess can pull off hour-long episodes that leave listeners wanting more. So, if you've ever pondered the perfect podcast duration or sought to justify a lengthier listening experience, tune in as we affirm that as long as it's engaging, it's the right length. Don't forget, the best way to grow your podcast is through word-of-mouth, so if you enjoy this episode, pass it along! For all your podcast queries, reach out at jagindetroit.com. Smartless: https://smartless.com Taylor Swift Hits Different Pod: https://www.youtube.com/@ithitsdiffpod Games With Names: https://www.youtube.com/channel/UCFof_j6hnC2WaZWwwW41_gA Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

WHAT WOULD A TIK TOK BAN MEAN FOR PODCASTING? Well, like most things in life, it’s all about knowing your audience. OK, I’m not going to get into all the international politics about TikTok, and their Chinese-owned parent company, Byte Dance. But as you may have heard, President Biden, depending on when you consume this podcast, is expected to sign a bill requiring Byte Dance to sell off their ownership in the company, or have the app banned in the US. In 2023 and 2024, the big discussion around podcasts has been about video. And while I’ll spare you the audio only or video for FULL podcasts discussion today, short video clips can be a great way to market your show to new audiences. I can think of two shows, New Heights with the Kelce brothers, and Games with Names, with Julian Edelman, that I’ve seen hilarious short clips from, and it’s resulted in me checking out the full podcast. Now the jury is still out on what the conversion rate is between short term video clicks to podcast downloads, but the more places you can market your show, the better. According to my favorite annual survey, Edison Research’s Infinite Dial, Tik Tok is now the #3 social media brand among Americans age 12 and up, trailing only Facebook and Instagram.91% of this total population is aware of it, and 35% use it. (Some of that actually comes from Twitter and X being a dumpster fire lately. Thanks Elon!) Now as you might expect, Tik Tok usage DOES skew younger. While 13 % of everyone age 12+ say it’s their MOST used social media app, that number jumps to 23% among age 12-34. And it falls to single digits age 35 and up. So back to my original question. WHO is your audience? Who is your podcast talking to? If it’s a younger demo, a Tik Tok ban could affect your discoverability. And you’re going to have to keep tabs on WHERE your audience Is going, and be where they are. If your audience skews older, keep banging the Facebook and Twitter drum. If your audience is more in the professional space, don’t forget about LinkedIn too. Fish where the fish are. As always, if you have any questions about podcasts or the industry, you can always find me at JAGinDetroit.com.Lata! Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

This week's podcast addresses a significant issue within our modern media landscape, highlighting the incident where CBS cut off the final moments of a Billy Joel concert broadcast. This mishap, which occurred after a live broadcast of The Masters golf tournament, exemplifies broader industry challenges. Due to the golf event extending beyond its scheduled time, the subsequent programming, including the concert special at Madison Square Garden, was delayed. This concert was Billy Joel's 100th sold-out show of his monthly residency, a milestone that CBS intended to celebrate with substantial viewership. The problem arose when the concert, scheduled to end at 11:30 PM, was cut off prematurely by many CBS affiliates. This was due to automated or remotely controlled master control operations—a result of budget cuts and staffing reductions in the TV industry. Some affiliates managed to continue broadcasting the concert until its actual conclusion, while others could not, causing frustration among viewers and a flurry of complaints on social media. In response, CBS apologized, investigated the incident with affiliate stations, and scheduled a re-broadcast of the concert. The episode serves as a cautionary tale for the podcasting industry, particularly large companies that might be tempted to overly invest without sustainable strategies. The podcast emphasizes the importance of prudent investment in quality personnel and sustainable practices rather than unchecked spending. It warns against the potential pitfalls of rapid expansion without solid groundwork, suggesting that a thoughtful approach can help avoid the kinds of disruptions experienced by CBS Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

It’s an election year, and there’s no doubt podcasting will play a role. Here’s an interesting one.Ted Cruz is hosting a podcast, 3 days a week, distributed by Premiere Networks, part of iHeartMedia. Now Senator Cruz, who’s up for reelection this year, isn’t being paid directly for his time, but get this. His Political Action Committee, or PAC, is producing the show. And a share of the ad revenue – over $630,000 so far – is going to a SUPER PAC – no his, but one that supports him. What does this mean for podcasts and politics? More: https://www.theverge.com/2024/4/9/24125736/ted-cruz-podcast-verdict-iheart-fec-neon-hum-roost-sony https://www.forbes.com/sites/mollybohannon/2024/03/20/super-pac-backing-ted-cruz-received-215000-from-iheartmedia-fueling-ethics-concerns-after-podcast-deal/?sh=502dbd2b60ac https://www.houstonchronicle.com/politics/texas/article/ted-cruz-podcast-iheartmedia-19373225.php Now we’ve all been warned about campaign shenanigans created by AI, and podcasting is certainly grappling with this emerging technology. It’s the wild wild west out there. And just because you CAN doesn’t mean you SHOULD. A podcast company just settled with George Carlin's estate after they created a 60-minute episode of content with with him. The show has since been taken down.. More: https://www.france24.com/en/live-news/20240404-podcast-sued-for-ai-george-carlin-settles-with-comic-s-estate Speaking of AI – OpenAI, and Chat GPT say they ingested and transcribed over a million hours of YouTube content, including podcasts, in order to train its latest version, Chat GPT-4. Now, this has lots of legal ramifications that are too complicated for me to get into here – but if you’re going to train a large language model – I guess it makes sense to turn to the largest source for content in the world. Chat GPT can be a great tool. I often use it to draft show notes based on podcast transcripts, which I then tweak. My theory on AI is that it’s always improving, but you need a human gatekeeper to check the work. https://www.theverge.com/2024/4/6/24122915/openai-youtube-transcripts-gpt-4-training-data-google As always if you have questions about podcasting, or are interested in starting a show – find me online at JAG in Detroit dot com. Lata! Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

OK, fine, I podfaded. Other client projects took priority, and it's been awhile. But today was the perfect day to bring back The JAG Show. Google Podcasts, as of April 3rd, is no longer available to listen to shows on. Users are going to have to go elsewhere. If you want to take your subscriptions with you, you can TRY. Here's Google's how-to. https://support.google.com/youtubemusic/thread/249139848/migrate-your-podcast-shows-from-google-podcasts-us-only-%F0%9F%87%BA%F0%9F%87%B8?hl=en Meanwhile, Apple Podcasts has unveiled auto-transcriptions, beginning with iOS version 17.4. I found the transcriptions to be pretty good, except that there are no timestamps or speaker labels. I found it very difficult to upload my own transcript, and my podcast host (Simplecast) advised me to just use Apple's automatic transcript for now. Apple did not give podcast hosts an early heads up about this, and they are playing catchup. Speaking of Podcast Hosts, Spotify for Podcasters (formerly Anchor) is the decisive leader for episodes published in March, 2024. I'll tell you why I'm very lerry of using Spotify as a host, though. Finally, Edison Research's Infinite Dial survey is out. This is THE benchmark survey for podcast listening every year. I'll go through some key takewaways on podcasting being at an all time high, its growth among women, and its potential to steal ad dollars from television. As always, reach out with any questions. jag@jagindetroit.com Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

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. Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

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: https://podnews.net/update/google-podcasts-to-close Variety magazine: https://variety.com/2023/digital/news/google-podcasts-shutting-down-youtube-1235735517/ Google's announcement: https://support.google.com/youtubemusic/thread/236590252 From YouTube - Creating a Podcast on YouTube Music: https://blog.youtube/news-and-events/podcast-destination-on-youtube-music Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

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. Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

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! Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

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 JAG@JAGinDetroit.com. Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

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. jag@jagindetroit.com. 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...

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." Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

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 Detroit.com. Lata! Find jag on social media @JAGinDetroit or online at JAGinDetroit.com

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! Find jag on social media @JAGinDetroit or online at JAGinDetroit.com