Audio Nerds Battle to Become King of the Audiophiles; Martha and Ricki Jump From TV to Podcast; MRI's Deepest Dive Into the Podcast Audience Ever

This past week marks the official beginning of the end of 2022, and while you were BBQing and trying not to blow off an appendage during Monday’s festivities, The Influencer was hard at work, curating the most important things you need to know.

The Media Roundtable takes a bit of a turn this week with guest host Stew Redwine (Oxford Road VP, Creative Services) taking the mic to discuss the art of sound with fellow audiophile Dallas Taylor</a>; a man who knows more about sound than anyone you’ve ever met in your life.

Dallas is the Creative Director of Defacto Sound, the sonic source for the world’s most thoughtful brands. He’s the host and creator of the award-winning podcast, Twenty Thousand Hertz (the title of which refers to the highest frequency that can be perceived within the normal human hearing range), telling fascinating stories behind the world’s most famous sounds.

“I really gravitated towards magic because there’s this really beautiful eloquent thing that happens right in front of you that you just can understand.” – Dallas Taylor

Together they cover everything from the hidden craft behind the sound design and mixing to listening to other planets and solving communication breakdowns to playing “The Sonic Branding Game” (try and beat Dallas!).

Tune in to hear:

• How to make EV cars sound powerful without an engine “vroom.”
• The story behind the Netflix “ta-dum.”
• How to make copy points that “sound” right for a podcast host.

Buckle up and enjoy this conversation between two creatives discussing the craftiness and magic that goes into the sounds of marketing and entertainment we hear every day. You’ll never listen to sound the same way again. Click below to hear it all.

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The Classifieds

Domestic Empire Grows with Podcast Launch

Martha Stewart has started a new podcast with iHeart? It’s a good thing. The prominent mogul, entrepreneur, and homemaking pioneer has been an aspirational media figure since launching her television program Martha Stewart Living in 1996. Building off her charisma and acclaim, Stewart became a titan of industry, eventually heading a heralded media conglomerate. In line with this business savvy and experience in entertainment, Stewart’s new podcast will interview fascinating people of every background. Her first episode featured Snoop Dogg, another in a long line of intriguing collaborations between the two new friends. Based on her appeal to Baby Boomers, Gen X, and Millennial audiences, this newest opportunity is recommended for any client that targets a female demo. This show can also fit within the business, finance, entrepreneurship, arts, and education categories. No need to DIY yourself a good test; just see below for more information.

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Go Ricki, Go Ricki, Go Start a Podcast!

Funnily enough, in our second classified, we highlight another 90’s icon with a prominent daytime show, but these two could not be more different. Host of the infamous tabloid talk show The Ricki Lake Show, Lake was the youngest talk show host in history and spoke on issues affecting teens and young adults. Broaching topics such as gang violence, sexual health, and gay liberation, the daytime staple ran for ten seasons, often cited as politically incorrect and somewhat exploitative. Launching with Lemonada in September, Lake will team up with a Gen Z co-host to reexamine and rewatch old episodes and critically reexamine the messaging, impact, and context then vs. now. This is definitely recommended for a 35-54 female audience, especially those interested in reality TV, pop culture, and rewatching podcasts. Drop that hairspray and shimmy your way to the link below for more details.

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In Case You Missed It

What You Need to Know About Podcast Consumers

It’s unmistakable that podcasts are having their moment, and after nine years of working in the space here at Oxford Road, we feel a bit like a parent sending their kid off to college. While we miss the days of podcast’s youth, we’re excited to see where it’s heading. For example, the recent MRI-Simmons Podcast Study shares the most extensive dive into the podcast audience ever. The report is free in exchange for your email address. It provides rich data on Podcast listening frequency, demographics of podcast listeners, leisure activities and media preferences beyond podcasts, attitudes on engagement with podcast content, hosts, and ads, and the actions taken based on podcast advertising. Whether you’ve been advertising on Podcasts as long as we have or are just curious about the space, this is a must-read.

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The NYT Jumps Across the Pond

This week, podcast network Acast announced a deal with The New York Times to be the commercial representative for the company’s audio advertising sales in the UK. This is important for two reasons. First, it makes Acast’s already robust UK podcast offerings even more massive by adding a suite of programs that always hit the top 10 in the states. Secondly, it once again demonstrates the monumental growth of Podcast on the international front. If you’re a brand with an international presence, Podcasts should be your next move, but navigating the international waters is not like it is in the states. Luckily, Oxford Road can show you the way. Click here for more information.

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The Unintended Consequence of The Work From Home Model

The virtual workplace is here to stay. Chances are more than likely, you’re reading this newsletter from your home and not a cubicle. While many of us on “team work-from-home” couldn’t fathom returning to the office full time, a recent article from MediaPost explores some unintended consequences of ditching the office space for good. The article argues we’re social creatures and that “while a virtual workplace may be logical, we may be sacrificing something more ephemeral that lies buried in our humanness. We can’t see it because we’re not exactly sure what it is, but we’ll know it when we lose it.” What do you think? How has the virtual workplace helped or harmed you in your business? Send us your feedback HERE – even if you’re still in your PJs.

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This Week in Great Podcast Reads

Husband and Wife Tag Team Ad Read, Scale Businesses

Husband echoing wife’s sentiments on their podcast equals supportive spouse. Husband echoing Shopify promo code read by wife on their podcast equals great ad read. The lesson: Most of the time, you can’t go wrong playing backup, especially when it comes to direct response ads. Repetition is a principle so obvious it’s often overlooked. We’re glad Marcus and Angel Tanksley understand it well and found a way to make the path for this Shopify read memorable. Whether they’re promoting an all-in-one eCommerce platform like Shopify or their own line of products, Marcus and Angel’s podcast Is This Going To Cause An Argument, should be on anyone’s radar looking to bring that dynamic energy that only a husband-wife duo can to an endorsement.

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