Youre doing ad injection into the feed? Everyone does it. I have to say people are very excited to hear from you today. We predicted it to some extent, we felt that it was coming in 2018 or 2019, but that certainly helped. Are you feeling the pinch of the ad downturn? At around 3:15 p.m. Monday, 20-year-old Markus Carter was . But if you listen to this room over the course of the day, weve probably said podcasting is in its infancy 100 times on this stage and in the breakout rooms. That got its own set of executive producers out of LA who shepherd the NextUp program. I feel like I already know how it went. He was a great guest, super game to answer the questions, especially in front of a live audience. I think Im being conservative with how much of their time is spent on, How do I deploy billions of impressions of house ads a month?. I think its real. ChatGPT will eat us all. Everyone else in this room is like, We have to make TikToks because that is the future of all podcast marketing. Sorry, Im making TikToks. The medium. We take this for granted as creators, as publishers, and as networks. Walk us through what that actually means. I wonder how much Im spending on audio marketing? That number is usually nine or 10 percent of their overall investment. Weve earned this. Exorcising some demons in Rons man cave. By the way, put TheVerge.com on the home screen of your phone. Who wants to be able to try stuff a lot, make a few mistakes, get it righter and righter, and then hit something big or two or three things. When we launched a company like The Black Effect with Charlamagne, we had huge annual sponsors that were deeply ingrained in that company. I just get a little bit defensive or protective about the other 3,000 shows. There is no moment where theyre surprised a month or two later that such-and-such advertiser has been underwriting their entire slate and they hate that brand, or something like that. The reason we started this company was because I think he genuinely had a blast making The Ron Burgundy Podcast. When we launched The Ron Burgundy Podcast with Will Ferrell four years ago, we gave him a really big gross radio point push across broadcast radio. No credit card needed. You have a distribution model that is free. The problem it was solving, the price point was undeniable, it made perfect sense to me. Are you programming across to the radio, saying, Were going to run ads for our podcast on the radio, and youre going to come listen to it? "SmartLess" with Jason Bateman, Sean Hayes, & Will Arnett is a podcast that connects and unites people from all walks of life to learn about shared experiences through thoughtful dialogue and organic hilarity. #moviepodcast #podcast #anchorman #ronburgundy #paulrudd #willferrel Who are we? Have you had conversations with Spotify about making stuff exclusive? Were going to buy ads somewhere where someone will push the button and download the episode, the number will go up, and hopefully some of them will stay. The standard Facebook line is, Okay, youre going to find your customer. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! You should buy streaming. So its a bit of an answer, but hopefully it gives you a sense of how its never mutually exclusive for us. A Hollywood studio at its peak has a bunch of studios and a roomful of accountants doing billing on syndication across companies. We do this so no one ever feels like, I havent heard from iHeart in a month. A decent example of this is a program we have called NextUp. Well do standard, straight-up, quick-turn, host-read ads. The allure backwards to radio is that you have true mass-reach audiences, which I think brings them back. We're all in a glass case of emotion. We all get it by now, painfully. The fifth season brings canned laughter and an audience . A favorite episode from Season 1, now with a translator track telling us what was actually being said in Spanish. We have experimented with Jun Group across the years. That feels obvious to me. Will Ferrell was like, Please, please stop running so many ads.. I think most podcasters are bad at marketing. Google and YouTube are awesome. This is a split, right? She said, On the podcast, its much looser. We need certain things to calm down and other things to end. We are interested in video. What ensues is a genuinely improvised and authentic conversation filled with laughter and newfound knowledge to feed the SmartLess mind. Was there ever the thought, Hey, as long as were getting listeners in the door and making these numbers go up, some of them will convert and stay? Hi, Ron Burgundy fans! Whereas if I were to decide to stop distributing or making content on my YouTube channel, my brand just goes away. The longer answer is, were in an odd economy. We felt like we were really onto something with podcasting, but we wanted to accelerate it 10 years ahead fast. I told you it was all about org charts, and Im not even to the org chart question yet. Its another 60 percent this is the only reason I remember these numbers or more specifically, like 57 percent, of marketers currently spending in podcasting are going to be spending more next year, not less. I think its high attentiveness at scale with partners that weve been able to maintain so far. I would say its a broad story across digital media that Facebook wants something, everyone is going to make it, then they will turn off of it and all those businesses will go away. The last thing Id say is more of a human thing. I think thats creator psychology, like, Actually, sometimes its more important for me to have a large listener pool than it is to have a big check. Some of the press recently has focused on that, and I think its smart. No, for real. Yeah, youre right. No. Its all about the org chart. Thats what it sounds like. You launched a lot of new stuff. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. This is what they do really well. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. We tell stories through human conversation, more than anything else. We all know what a YouTube video is, because YouTube has designed the constraints of the platform to produce that thing. Crypto company Gemini is having some trouble with fraud. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick StumpfExecutive Producer: Mike FarahConsulting Producer: Andrew SteeleAssociate Pro Ron and Carolina take part in a mind expanding interview and meditation session with guru Deepak Chopra. People are stupid enough to complain about the ads. Why is that? Hes like, I want to get as much audience as possible. This show is also a podcast where we capture the file, distribute it as an on-demand thing, and then it drives upwards of 15 to 20 million downloads a month. I only say this to you because thats how we do that sale. Oddly, no. Its happening. We were especially interested in, If we got gamers into our podcast network, could we then bring them into these live shows in iHeartLand? We dont use it anymore. This is obvious at this point. Ill give two answers. Yes, of course we are. Are you doing that? Ron takes a stab at the most popular genre of his new chosen mediumthe True Crime podcast. Podcast star Joe Rogan mocked Donald for attempting to brand Florida Gov. We have this mantra at the company that Any seller can sell anything any day of the week wherever they live and work, and that has rung pretty true. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Score: 4.7 Joshua Dudley Forbes Feb 8, 2019 ".It's Glorious And A Little Low-Key. Will Ferrell stars as his infamous Anchorman character "Ron Burgundy" in his very own comedic podcast. Youve had a lot of different kinds of careers; youve had to make structure decisions, you have to make video decisions. Theyll do it for usually one of two reasons. I feel like its still a thriving business. Youre saying we have to innovate and push back in it, but its still just promo codes. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick StumpfExecutive Producer: Mike FarahConsulting Producer: Andrew SteeleAssociate Producer: Anna HossniehWriter: Jake FogelnestProduction Supervisor: Colin Ma Ron and guest RuPaul countdown the top 10 women of all time. We're the Film Fanatics. There are lots and lots of podcast titles, lots of celebrities in the format, lots of rewatch podcasts. They have this instinct to do good work, so they will try to over-perform and overcomplicate a task. Carolina Barlow: Co-Host, Writer, and Producer. You got it. You dont? Some of this is obvious. Were going to build the podcast business by running Will Ferrell at you until youre sick of it, because we control that inventory and we control that distribution.. We basically built an academy where once a year we grab eight or 10 people. We try to organize them into slates that have EPs and producers on top of them. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick StumpfExecutive Producer: Mike FarahConsulting Producer: Andrew SteeleAssociate Producer: Anna HossniehWriter: Jake FogelnestProduction Supervisor: Colin MacDougallThis Tis the season of Spring, and that means time to talk about the one thing thats interesting year round: Christmas. In Chicago, I sat in front of OMD. Fast, cheap, and good. Are they yours if theyre subscribed in Spotify? To many in the industry, that seemed pretty disingenuous. We will avoid, at almost every turn, simplicity. A podcast from The Verge about big ideas and other problems. Movies. Its just a disconnect. Hello, my friend. It made perfect sense to me as a consumer 10 years ago or so when I subscribed to Netflix. Malcolm Gladwell has an existing slate of shows. I know you do. You have an ad load that is light. I will test anything. A third of all the media we consume is just audio. Theres a sigh of relief from the YouTube people somewhere. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! iHeartMedia came along and offered us two or three things specifically. This year, were all talking about YouTube and video podcasts. Get personalized recommendations, and learn where to watch across hundreds of streaming providers. Its why we widely distribute. Humans have a predilection for overcomplicating things. Were like, Hey, you should buy podcasting. Do you look at your distribution endpoints and say, That one is the most lucrative one, and this is a less lucrative one that we should focus on? Look, iHeart is an old company, its a radio company, and Bob Pittman built it in a very particular way. The Ron Burgundy Podcast 5M ago Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Do you worry that you dont have the same control? iHeart recently restructured and you became the CEO of a formal division. This is the org chart question now. Thats interesting. Gmails client-side encryption is now available to more businesses, Whoops! Its finally arrived. If you were to ask the n+1 digital marketer, Where is the best place to spend your dollar? Theyre still going to say, A Meta platform, or theyre still going to say, A Google platform. Theyre not going to tell you that you should buy billions of podcast impressions yet. We are an obsessively, widely distributed content company. A bonus episode that somehow escaped the vault. This has made podcasting different. I know. Podcasting not to your question, but as a side answer has bucked that a lot to date. Every single question is about org charts. When you say direct response in the context of performance marketing, these are the words the ad agency invented to describe very simple concepts. The tales he unfolds and his interview with a criminal psychologist are positively bone chilling. Its a massive amount of the stuff we take in and that we call the media. Ron Burgundy, the legendary reporter featured in 2004's "Anchorman" film, has a podcast coming to iHeartRadio in early 2019. Is that present for you? The culture is not preserved; the nimbleness is not preserved. People were shouting questions at me as I walked through the halls. Thanks. It sounds like you have things figured out, that you have confidence in your business. iHeart does a lot of new things. Episode One of "The Ron Burgundy Podcast" talks about one of the most popular genres of podcasts: True Crime. And Im actually saying they should also buy broadcast radio, and Im not in the multi-platform group. I was like, I dont need you to talk more. Its a deep belief in the C-suite across iHeart that podcasting merits a place at the table. It has made conversations with creators really simple, because you can rest assured that at some point in the conversation they will ask, How are we going to distribute? Lets hang with Will Ferrell for a second. We have this mantra: Any seller can sell anything any day of the week wherever they live and work.. I know that sounds like, eh, its kind of boring. Its not for them, its a multi-billion-dollar business, so I want to be more a part of that. Thanks to Ariel who did an amazing job. In fact, it was always there, but now it has exploded. its like having a radio show with magic, or hiring a clown but everyone is wearing blindfolds. In podcasting, it is fundamentally different. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! if these shows have a visual option available somewhere to watch, that'd be cool, i guess. A very special episode discussing the difficulties of bullying with a 10 year old girl. Ron listens to an Opera Singer, to see what all the hype'sabout. Ron Burgundy is going live in the next season of his iHeartMedia podcast. He founded MTV way back in the day, and hes had a long career of being the CEO of several companies. Its the suspense for the org chart question. Co-produced by Funny Or Die, the 12-episode "The Ron Burgundy . This one was definitely very real. Overall, it was a fun first show that was a little light thematically but should improve with different guests and crazy circumstances allowing Will Ferrell to play around in the style that made him famous." As two easy examples, we have multi-year relationships with Malcolm Gladwell and Pushkin Industries and then with the NFL. I make content. Well, we have over $100 million a year in broadcast radio marketing. There was this new-ish thing called podcasting, so we soundproofed some rooms and threw some people in those people being Josh and Chuck, who co-host Stuff You Should Know and several other shows. i want to give the show two stars, but i cant because carolina is a siren and wont let me, also im pretty sure ron would put me on the list. The Man, The Movie, The Podcast! Yeah, we did a great Decoder episode with Chris Dixon, the lead partner for that stuff at Andreessen Horowitz. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Charts. Don't act like you're not impressed. I dont know. Dermot Murnaghan has signed off at Sky News for the last time by referencing the Will Ferrell comedy film Anchorman: The Legend Of Ron Burgundy. Be a startup, or is it something that you did? Nothings perfect, but its pretty close to perfect. Do you offer rev shares to your creators? Paid marketing is still helpful, but like 95 percent of that is Facebook marketing for a specific show if it wants to hit a very specific demographic. We realized that maybe our greatest asset was the people who worked there. Thats good. Menu. We all did it. I want to come to exclusives and to consolidation. I think we can do all the innovating with different kinds of marketers from bigger brands, bigger budgets, and maybe long-term, multi-year campaigns. I dont know that it needs innovation. Weve arrived. We taped this episode live at Hot Pod Summit. Morbid is a true crime, creepy history and all things spooky podcast hosted by an autopsy technician and a hairstylist. It makes sense to me why a platform like YouTube, which is a wonderful platform in many ways, would smartly say, This is some of the best content in the world, wed like to distribute that. But its a different business model, and you just have to be aware of it. I ask it of everybody. Its why those guys initially were the first people to jump into podcasting, because the only kind of marketer that doesnt need your data is a direct response marketer. The day before, I was with Publicis. I understand where we sit in the pecking order in terms of cume. We have an app of our own. For sure, we deserve and need it. Reviews. You are going to describe them to us, we are going to put an ad in front of them, and its going to convert, and then maybe Apple will ruin everybodys business with ad tracking. Again, I hate to keep repeating it, but I dont see the problem Id be fixing. Burgundy Rubber Tree (Ficus elastica) Plants with dramatic foliage have continued to evolve as an ongoing houseplant trend, and that won't change for 2023. Is that part of your business affairs team, just selling the IP out? You start to reverse-engineer all the content you make because that works best on such-and-such platform. Are you doing that math? Im like, They dont need to be if they dont want to be. That was my next question there. Five Stars. You were always worried, like, Oh, man. But Im always at the beck and call of the platforms I distribute on to a crazy, existential extent. via Podcasts. One thousand or so of the sellers that I mentioned sit in the multi-platform group, and they certainly sell all the assets we have. Were a very good partner with creators. Okay, I guess we have some calls to make at the end of the day to the long tail. It is usually one continuum or even the same slate. He only came on here to pitch the app. I could try to convert people to a different platform to keep that audience relationship going post my YouTube channel. WARNING: This episode was haunted by a ghost. Our business affairs team is busy and accounts for a lot of our growth. It can be a true crime limited series of eight to 10 episodes that are 30 minutes long, or it can be a stuff to blow your mind episode with just two guys talking for three hours. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Thats driven most of our growth in podcasting over the last two, three, four years at the company. Youre the CEO of iHeart Digital, which is a big company with a long history. Last year, Verge alumni and Bloomberg reporter Ashley Carman reported that iHeart worked with a firm called Jun Group to essentially buy podcast downloads through video games. Show Monocle 24: The Foreign Desk, Ep Explainer 355: Ron DeSantis vs Disney World - 1 Mar 2023 I also think theres a new thrust in influencer marketing. I cant find the reason in podcasting. I look at the companies that have the targeting capabilities. Sixty percent of podcast listeners have bought something because theyve heard about it on a podcast. One is called the multi-platform group. Its not that being inside Discovery was bad, it was just different. Will Ferrell reprises his role as Ron Burgundy in the Ron Burgundy Podcast. We ended the day by recording our first-ever live Decoder with Conal Byrne, CEO of iHeartMedias digital audio group. Its because of the venture capital money. I think its really cool. Ill answer it this way. How do you account for that? We tried it. Jun Group is a vendor that drives marketing for podcast companies that is targeting mostly gamers, whether those are gamers playing Subway Surfer or people who overindex for the metaverse. Are they yours if theyre subscribed on YouTube? A guy did a show out of Alaska where he was one of 20 or 30 people who spoke a dying language. The Ron Burgundy Podcast is a hilarious and entertaining show hosted by the iconic Ron Burgundy, star of Anchorman and Anchorman 2. And by the way, its not slowing down. Our downloads were 412 million downloads in January, and that was up 12 percent from the month prior. By the way, 75 percent of that third is broadcast radio. Its not mutually exclusive, first of all. Perhaps its because there is nothing broken in the distribution and monetization model today. The math works out with subscription, but Im not sure how it works out with advertising. The short answer is, no, were growing. Join America's favorite . I think weve said this publicly. How do you make sure they sustain? A nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. First of all, search engine optimization, period, is a version of what youre talking about. Is radio the upsell on podcasting for you? I just dont think they get that in a lot of places anymore because of the highly formatted other platforms that theyre making content for. That's it. I really just keep going back to this notion that its perfect the way it is. I think marketers in this moment are actually not turning down in advertising as much as youd expect. We run billions of podcast impressions in a month to promote our own shows and our partners shows. Release Calendar Top 250 Movies Most Popular Movies Browse Movies by Genre Top Box Office Showtimes & Tickets Movie News India Movie Spotlight. The other is the digital audio group. Ron explained: One of America's most famous fictional news anchors, Ron Burgundy, is back with his own podcast. The newest mass-reach media just happened, and it is called podcasting. All Rights Reserved, By submitting your email, you agree to our. Yeah. I didnt think I would have or need a robust business affairs department two years ago. The first episode of season 4 has dropped on the iHeartMedia Big Money Players network. Cut to 10 years later, and that has become almost as and in some ways more successful than the source of it, the website. But hey, these reviews and opinions, I love your show but the live shows just arent as good as the old shows. Host, Producer, and Writer on The Ron Burgundy Podcast, Host on True Romance with Carolina B, and Guest on The Daily Zeitgeist, Everything Iconic with Danny, and Behind the Bastards. Is it just Bob Pittman being like, Chaos reigns. Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. This episode of The Ron Burgundy Podcast is all about the life and times of a true American icon and famous model, oh and also Brooke Shields. You have to make a lot of decisions. Our partnership with him is to monetize his shows better than he thinks he could himself, but to also co-produce a whole new slate of shows. He has a certain energy and vision about him, where hes able to run large companies as if they were startups. Sometimes they just shuffle it to create change. I struggle to see something broken with this. The Ron Burgundy Podcast is a free audio and video podcast hosted by American comedian and actor Will Ferrell. You would have a platform tax that has not yet been introduced into podcasting, and may never be introduced. I think the first five or six years of the podcast industry can honestly take credit for several companies that are around today, like Mailchimp, Blue Apron, and probably the mattresses that we all sleep on. Add to My Podcasts. Once we were inside Discovery, we suddenly had the air cover of this huge, already global media company, and we could start to experiment a lot with other content types, other stuff. One way to do that is to create different operating segments in your company so you can talk more about how well youre doing inside certain divisions and businesses as opposed to it all getting lumped together into one big overall set of numbers. Its worked for them for 10, 15 years. It was a smart move on their part to buy a company like HowStuffWorks.com. There was a YouTube announcement earlier today. New episodes come out every Monday for free, with 1-week early access when you join Amazon Music or 1-week early and ad-free for Wondery+ subscribers I feel like an early version of the podcast industry was entirely built on host reads for direct-to-consumer brands. It has been fun, if nothing else. Please enjoy this sampling of just a few of the fun, and at times shocking, places season 1 will take you. Its also how we got here. On iHeart Media. Lightning round. If I want to hear a perpetually adolescent man scream PEE PEE through my speakers there's a ton of YouTube channels I can subscribe to. Here is your reach extender. The Ron Burgundy Podcast will launch on the iHeartRadio Podcast Network in early 2019. I think some of that is because a lot of the folks who are in power at marketing companies were also in power 10 years ago when the last major downturn happened, and certainly two, three, or four years ago when COVID-19 hit. Thumbs up or thumbs down, library. The marketing team is like, What are you doing?, Yeah. Thats the only difference so far. In around 2008, I was the general manager of a company called HowStuffWorks.com, and we were acquired by Discovery Communications. Well tag all of our spots on air with, Listen wherever you get podcasts. Well say our own app, but then well say other apps too. Its good content. I think the value of that creative playground to a creator, that is really free and really permissive, cannot be underestimated.. Go follow Conal on TikTok, its great. This is like a $1,000 CPM host-read ad right here. I love you very much. Heres a funny anecdote. I just dont see it fixing anything thats broken. Ive listened to you in the past. Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick Stumpf. I can test exclusive or windowed content there. It thrives when it is a widely distributed medium. In this one, I couldnt identify the problem that it was solving, and therefore I think the industry tripped up on it. There is a product lead; Uta Knablein is our chief product officer. Yeah, we do too. Its really that simple. Ron plans an interview with Alex Rodriguez, and takes his cooking skills to the next level with Jon & Vinny. I think its the single thing I am most proud of at the iHeart Podcast Network. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Burgundy, who has a fountain of knowledge that spans literally every topic imaginable, has signed on for two 12-episode seasons, with the first episode of "The Ron Burgundy Podcast" making its . Its back to the org chart a little bit with this. So I dont depend on it, but we have seen some traction there across 10, 12 shows getting optioned and its meaningful, with huge partners in Hollywood. Youre still getting the full ad load. I havent found a business model that proves it differently, so I think it behooves all of us to plug that pipe into as many distribution points as possible. In some part, because of what Apples moves are, but its getting harder. There are huge, great ad agencies like Ad Results, Veritone, and Oxford Road who do great business for performance marketing companies. Theyre just audio podcasts and thats awesome. Thats probably how I think about it. I think more importantly, he saw the potential of the podcast medium to be a way for him to find, develop, and break new comedic talent in America. Big Money Players and iHeartPodcasts. You own the radio stations and you program them. We have a whole newsletter for podcasters. I think they know the effect, long-term, that you have when you stop marketing. In fact, you almost certainly kill true creativity when you hit that moment. See omnystudio.com/listener for privacy information. If any of you are buying bus ads, please let me know, because Im dying to know how it works. See omnystudio.com/listener for privacy information. It made it the medium that the internet promised creators it would give them but hadnt yet. We were actually working and trying to make change together genuinely. Hollywood is a difficult, complicated industry, its nothing new to say that. Ron is joined by his ex-girlfriend Doris Kearns Goodwin. We dont care. Ive just really struggled to understand why you would do that. One was just investment. We do a bunch of partnerships with a lot of creators and a lot of distribution platforms.
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