In This Week’s Influencer: Podcast Pioneer Ira Glass Joins the MRT; New Hope for Video Podcast Measurement; TTD Pitches Audio; WTF’s Big Exit

Hot tip for CAOs: Find a podcaster who believes in ‘good promotion’ like Ira Glass.

Dan Granger (CEO, Oxford Road) sits down with Audio Legend and Podcast Pioneer Ira Glass (Host, Executive Producer, This American Life) in a new episode of “What’s a Podcast? – The Extended Interviews.” This week’s episode is sponsored by our friends at Fairing.

The team is talking: Promo Power, Blueprints, The Feels, and more. Let’s dig in.

“ You really have to be very thoughtful and show cunning in the way that you deal with advertising and promotion…. that’s where you protect yourself and your right to make whatever you want.“

• Ira Glass (Host, Executive Producer, This American Life)

Good Promotion Protects Creators ️ –  Ira recognizes that in order to play, someone’s gotta pay:  I really love making radio stories, and I love interviewing people. At the same time, we’re dealing with 500 public radio stations…  I want us to deliver the advertisers what they need because that gives us the freedom to play. Successful podcasters are super creative AND business savvy. The CAO Takeaway: No need to box in hosts with overly prescriptive copy–let them cook it up their way.

Build the Blueprint with Your Listeners  – Ira built the podcasting blueprint using listener behavior. His show Serial was unlike anything ever done on radio. So how do you scale it? His team realized the listener experience was more similar to TV than radio: it had to be binged. We felt like the only way that show could exist was as a podcast. It’s an apt insight. Whatever you’re building, it starts with meeting the audience where they are.

Get Hooked on a Feeling  – Ira supports video in podcasts if it adds to the story. He’s experimented with animation, photographs, and video for his shows. As long as it’s communicating a feeling that makes sense with the story,

doesn’t seem bad to me. Video is yet another medium to expand Podcast’s reach. Look for hosts who use it wisely (and creatively).

Get sharp as Glass on the industry’s changes. Tune into the full episode below.

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The Classifieds

All Meat, No Gristle

Network: iHeart / Monthly Downloads: 1m / Current Civility Score: 97, HIGH

For those who don’t know rabbit season from duck season, hunting can prove to be an adventure of complete mystery. Luckily for us, Steven Rinella has spent 700+ episodes educating, demystifying and commiserating on this bountiful topic. In his weekly iHeart podcast, Rinella sits down with a panel of guests and friends to discuss trending topics, timely subject matter and ever-present issues related to hunting, fishing, conservation and national parks. His show has branched out into a full-on network in recent years, housing not only The MeatEater Podcast, but a number of popular spinoffs such as: Bear Grease, MeatEater Trivia: Game On, Suckers!, Wired To Hunt, Cutting the Distance, This Country Life, Cal of the Wild, MeatEater Radio Live!, MeatEater Kids, The Element, and Backwoods University. These have proven to be top performers for male-skewing clients within a self-improvement-focused demo. Sink your teeth into this hearty opportunity by foraging through the link below.

Get The Deal

We Ride at Dawn

Network: Dear Media / Monthly Downloads: 55k

Pride Month officially kicks off this week and we’re highlighting a host who always faithfully brings queer stories to the forefront. Benito Skinner and his co-host Mary Beth Barone have been sharing their sassy takes on quirky topics for several years now–but recently they’ve been riding a significant high from the debut of Skinner’s Amazon Prime show Overcompensating. Mirroring Skinner’s experience as a closeted gay man in his teen years, the comedy covers specific experiences in the same over-the-top campy way his podcast is known for. Since the podcast’s 2023 premiere, Skinner and Barone have amassed legions of loyal followers, as well as many DR partners. What sets their top advertisers apart is their demographic of quality-obsessed young professionals looking for quick efficient ways to upgrade their lives. If you’re so lucky, if you’re a star, click below for more tantalizing details.

Get The Deal

In Case You Missed It

Thank You Marc!

If you’ve been into the podcast scene for any length of time, you’re likely familiar with Marc Maron and his show WTF. After nearly 16 years, Marc has decided to make his exit from this landmark show to pursue other interests. Thank you, Marc, for forging the path. The podcast industry is that much better nowadays, because of you.

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Modernizing Video Podcast Distribution

The Podcast Standards Project has released its ideas on using HLS for delivering video podcasts through open RSS feeds. The podcast industry is working to modernize video distribution via RSS by introducing HLS (HTTP Live Streaming). HLS allows for adaptive streaming of small video segments, improving user experience and reducing storage issues. This new approach would let creators include both audio and video in a single RSS feed, enhancing accessibility and analytics while preserving podcasting’s open ecosystem. The open standard of RSS feeds has helped get podcasting to where it is today. An open standard for video will accelerate growth in the medium. It benefits creators, advertisers, and publishers alike.

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The Trade Desk Pitches Audio

Audio is a uniquely powerful medium that reaches audiences during personal, screen-free moments—like commutes, workouts and relaxation—when they’re most receptive. Unlike visual media, audio builds emotional and cognitive connections with minimal mental effort. New research shows it boosts brand recall, trust, and immersion, especially in podcast and music formats. In Australia, consumers interact with an average of five media channels daily, with audio emerging as the second most-used at 66%, just behind social media, according to recent findings from The Trade Desk Intelligence and PA Consulting. Marketers have a major opportunity to connect meaningfully through this often-overlooked channel. The Trade Desk makes a compelling case for audio. While some data points come from the Australian market, the insights are mostly applicable to the U.S. as well.

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iHeart Tries Broadcast to Podcast

iHeartMedia, in collaboration with KT Studios, has launched “True Crime Tonight,” a hybrid radio and podcast series that combines live broadcasts with on-demand listening. Each two-hour episode airs on over 20 U.S. radio stations every Sunday at 10 p.m. local time, followed by podcast availability the next day. This format is part of iHeart’s “Podcast, Meet Broadcast” initiative, aiming to blend the immediacy of live radio with the convenience of podcasts. iHeart is experimenting in new territory by blending radio and podcast formats. But with only 20 stations airing the show in a not-so-primetime Sunday night slot, it feels more like a pilot than anything. We see this as a test case for bridging traditional radio programming with on-demand podcasting, but not a true commitment to the concept.

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#SaveTheLiveReads

Young and Profiting with Shopify, “Cha-Ching!” 

This week’s #STLR crowns YAP Podcast Princess–Entrepreneuress Extraordinaire-Her Excellency, Hala Taha, whose Young and Profiting ad read delivers an inspiring and persuasive royal gem for Shopify. By opening with the show’s humble beginnings as a side hustle, Hala establishes an authentic connection with her audience, setting the perfect foundation to introduce Shopify as a powerful ally for entrepreneurs at any stage. She effectively highlights the platform’s vast features—from website design and marketing tools to global shipping—showcasing its versatility and ease of use. Known for her motivational style, Hala energizes listeners to take action and pursue their business dreams with confidence. With her compelling storytelling, relatable language, and clear call to action, this ad sets an example of how to drive engagement, conversation, and actionability—with plenty of “cha-chings” along the way.

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Contact us for a Consultation 

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OXFORd In The News

Granger on How Podcasting is Getting Louder and Smarter

MarTech has released an interview with our own, Dan Granger (CEO, Oxford Road), to discuss the future of podcasting. In the article, Dan shares how he sees podcasting evolving into a powerful cross-platform medium, where video and social integration are key to growth and engagement. He emphasizes the need for better measurement standards to track ROI effectively across channels, especially as advertisers demand more precise performance data. Ultimately, Dan believes collaboration across the industry drives innovation, monetization, and long-term success. Want to learn more? Let’s talk. 

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