Media Critic Virginia Heffernan Reframes the Digital Argument; Scamfluencers & Scoundrels; Spotify Now Grading Their Own Homework

No one sees the truth and the Internet like Virginia Heffernan. Online since she was a child in the ‘70s, Heffernan is a Harvard Ph.D. whose book examining digital culture, “Magic and Loss: The Internet As Art” was called “An illuminating guide to the internet” by the Wall Street Journal.

Heffernan’s a contributing editor for Wired, frequently writes for The LA Times, The Atlantic, and the NY Times, and hosts the podcast This is Critical which fans call “my drug of choice” and “a joy to listen to.” This week she joins Media Roundtable to talk about her career, the state of culture, and how the internet has changed life as we know it.

​​“Every host is an unreliable narrator.”

-Virginia Heffernan

For Heffernan, advertising thrives on the blurring of lines between fact and fiction (that’s why ads try so hard to sound like the unpaid content that surrounds them). Brands can drive action by hypnotizing the audience because they don’t know what is true. But Heffernen argues, your brand will do better by meeting your audience in a playful space with ads that are clearly meant to entertain and engage a “willing suspension of disbelief.”

Tune in to hear:

• Why older people not watching porn means Tucker Carlson gains a following
• How our polarization turned us into cows seeing a hat on a fence
• The sensory costs of the internet
• How Heffernan tries to “keep [her] apprehension of the culture right-sized”

Ready to see the Internet differently? Click below to hear the entire conversation.

Listen to the Interview

The Classifieds

Do-Gooders Delve into Dastardly Deeds

History is written by the victors, but what happened to the villainous? Myths and Legends hosts Jason Weiser and Carissa Weiser are trying to answer this very question with their newest podcast with Kast. A fusion of history, true crime, and narrative storytelling, the show will bring to light the forgotten misdeeds of history’s most deplorable human beings. Through a mix of narration and atmospheric music and sound effects, each episode will bring these knaves back from the grave to answer for their insidious plots, secret escapades, and historically significant evil doings. The first season will cover the likes of Michael Malloy, George Remus, and Thomas Blood. The show launches at the end of this month and is poised to bring in much of the hosts’ existing audience. Myths and Legends has historically done well for our clients with older skew male demographics and B2B. See below for more details on this devilish deal.

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Gifted Grifters Are Showcased Via Gab

Just finished The Tinder Swindler and Inventing Anna and need another scammer deep dive to feed the monkey? Culture writers and hosts Scaachi Koul and Sarah Hagi have you covered with this podcast from Wondery. This April slated seasonal podcast will further investigate and revel in the most modern and intriguing examples of scam culture, an emerging and extremely popular sub-genre of true crime. Whether these scammers are trying to fund a business with a non-functioning product, lure rich millennials to a barren inland party zone, or use their clout as an influencer to bilk vulnerable teens, audiences always love to see the ascent of these shameless hustlers as well as the embarrassing and public fall from grace. This opportunity will specifically appeal to a female demographic, who are the largest true crime audience demographic, and this is recommended for those also interested in online culture and history. Don’t find yourself swindled out of a good deal, click for details below.

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In Case You Missed It

Spotify Makes Podcast Pixel Powerplay

As if they haven’t been in the media news enough lately, Swedish super-streamer Spotify shot to the top of the headlines last week with their purchase of two of the key Podcast pixel-tracking attribution companies, Podsights and Chartable. The road to proper podcast pixel attribution has been long and bumpy, and Spotify buying up two of the space’s brightest stars adds even more complexity. They’re slashing the tires of competitors and introducing uncertainty in the marketplace by removing any perceived objectivity from a sacred category where brands have a deep need for impartial reporting. The latter point is one Oxford Road friend and recent Media Roundtable guest Bryan Barletta so eloquently expands upon in his most recent post on Sounds Profitable which is worth a read if you have the time. The Influencer will keep you posted on the potential implications of these acquisitions as details emerge

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Who Will Win The Media Vestige War?

This week, Westwood One unpacked Nielsen’s Total Audience Report to share their take on the data. Their big finding? AM/FM radio now beats linear TV in Average Audience and Weekly Reach (A18-34). Talk about the pot calling the kettle black! Everyone knows the days of linear TV are numbered, but so are those for radio. As audiences continue to make the shift to digital-only consumption, the longstanding battle between radio and TV is really a race to the bottom. That said, both media channels still hold a massive audience. Coupled with the fact that ad dollars are drastically shifting to their respective digital platforms, Radio and TV may prove to be an interesting option for marketers looking for a deal.

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Facebook’s $10B Breakup with Advertisers

Chances are that if you’re a marketer reading The Influencer, you’re already seeing a massive decline in ROI on Fcebook. As a recent WSJ article points out, “Facebook was long one of the surest bets in digital advertising. No longer.” The article highlights a small eCommerce company that has seen the cost of acquiring a new customer on the platform jump 10x. While many marketers are shifting their digital dollars towards other platforms like Google, Amazon.com Inc., Snap, TikToc. and others, The Influencer suggests an alternative. Why not shift dollars towards audio? We can help.

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This Week in Great Podcast Reads

Pajama Pants Prefer Bamboo in Bed

Gynergy between podcast hosts is treasured, but not always guaranteed. It’s not just about one host finishing another’s sentences. A strong team leverages the power of multiple voices in support of a brand to enhance an ad’s messaging—even if one person delivers the copy points, while another simply adds commentary. You’ll see what we mean when you listen to former onscreen siblings Robert Iler and Jamie-Lynn Sigler and their pal Kassem G (of Youtube stardom) crush this read for Ettitude, clean, silky-soft, and earth-friendly bamboo sheets. While their podcast Pajama Pants covers a wide range of topics, where they may express different views, these hosts always find a way to harmonize when it comes to showing love to the brands they endorse.

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