Podcast Business Journal and Podnews Throw Gasoline on the Roundtable Fire; The Dumb Gay Podcast You Must Consider; Dog Food Never Sounded So Good

This week on the Media Roundtable: Industry Edition, the agents of influence are teaming up with the Podcast Business Journal to tackle exclusivity, availability, a hybrid audio marketplace, and more. Let’s jump in.

Leading the charge again is Oxford Road’s very own Dan Granger on the host microphone, with fellow Oxford Road experts Stew Redwine, Miranda Romano, and James Ingrassia. And we’re welcoming back fan favorite James Cridland (editor of the Podcast Business Journal and Podnews).

On everyone’s mind:

Top Heavy, Long Tail ️– The top 10 shows reach 35% of all podcast listeners, according to Edison Research. That goes to 60% with the top 100 shows. As an advertiser, when do you focus on the big buy, and when do you look to the long tail? We’re talking niches, tests, and moats.
Gov’t Saved the Radio Star? ‍ – On the heels of EV makers saying new cars won’t have AM radio, broadcasters want the government to pump the brakes, citing emergency broadcast needs. The bigger issue: outside of emergency broadcasts, there’s not a lot most listeners find compelling on AM radio.
If You Liked That, Try This – Podchaser launches Collections+, an AI-powered lookalike finder for podcasts. Pros: Goes deeper than descriptions to understand connections on a content level. Cons: Just because they sound alike doesn’t mean they perform alike.
We’re No Longer Exclusive – Spotify reverses course on exclusivity for Dax Shepard’s Armchair Expert. It makes sense–tough to grow reach and ad revenue from behind a gate. Who wins in the tug-of-war between advertisers, fans, creators, and publishers?

Short on time? A recap of each topic is shared below, but for industry insights, you won’t get anywhere else, hear the full episode by clicking the link below.

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The Classifieds

Left-Wing, Right-Wing, Ain’t Nothing But a Chicken Wing

If you know who the OG of the OC is but not AOC, we might have the right podcast for you. Advertisecast and hosts Julie Goldman and Brandy Howard want to demystify, enlighten, and entertain you by detailing the week in politics; in the same vein as reality TV recaps. Their off-brand opinion-based rhetoric is invigorating and uplifting, lending a more casual approach to the news. They have been successful with this approach for some time, having become a top agency performer in the society and culture genre for a myriad of clients, across multiple targets. Those looking to reach highly educated young professionals interested in diversity should look no further. Become a policy wonk and join the campaign trail by clicking below.

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Fictional Stories for a Real Deal

Fiction podcasts have long been the bridge between old-time radio and the podcasting landscape of today. Realm podcast network has been a high performer in that arena since its inception. They’re currently offering a run-of-network package for their shows’ back catalogs and offering a competitive CPM to do so. Many offerings are available in the science fiction, horror, action and adventure, thriller, fantasy, and mystery genres. Some top-tier celeb talent have also lent their voices to projects such as Echo Park, Spark Hunter, Marigold Beach, Power Trip, and many more. Recent acquisitions have included Lipstick and Vinyl, a female-focused network with many diverse creators. Find the best deals within your domain by clicking below.

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In Case You Missed It

Don’t Say Goodbye to AM Just Yet

The government may intervene to save AM radio in cars. The existential threat to terrestrial isn’t the siphoning off of the audience by digital audio – radio has proven to be pretty resilient – it’s that automakers will stop producing cars with radio as standard equipment. Now, the long-term viability of AM rests with congressional action requiring automakers to offer it at no cost to consumers. Stay tuned.

Dax’s Armchair Goes Beyond The Walled Garden

Spotify’s recent announcement to move away from exclusivity is not surprising considering its efforts to make the business more profitable. Exclusivity has limited audience growth and ad revenue. As the second most popular podcast platform, Spotify aims to capitalize on the broader podcast ecosystem, experimenting with windowing strategies and finding ways to balance platforms and show growth to attract and retain listeners within their ecosystem. Audience growth leads to increase supply and opportunity for advertisers to buy at decreased pricing and reduced terms.

Alzheimer’s Breakthrough – Jingles

VMLY&R Commerce & Health in Puerto Rico has initiated a program where the old advertising jingles are used as a non-pharmacological therapy for Alzheimer’s patients, utilizing the evocative power of music to bring back memories and ease symptoms of agitation. They partnered with the Spanish Broadcasting System to sift through over 80 years of radio archives, resurrecting the most famous advertising jingles, which are then used to create personalized playlists based on a patient’s birthdate.
This innovative use of old advertising jingles is a powerful reminder of the enduring impact of audio advertising. Given their ability to evoke memories and emotions, advertisers should consider the potential of catchy jingles as a timeless marketing strategy. With the resurgence of audio platforms like podcasts and audio-based social media, there may be renewed opportunities for memorable jingles to not only promote brands but also to contribute positively to the broader community.

Oxford Road Debuts New Podcast

We mentioned it at length last week, but fan favorite and Oxford Road VP of Creative Services Stew Redwine has launched a new mini-series called Ad Infinitum, which in his own words, is decades of experience wrapped into one show for a masterclass on audio ads. The show’s first guest is Dallas Taylor (last heard on a killer Media Roundtable episode). Dallas is the Creative Director of Defacto Sound, the sonic source for the world’s most thoughtful brands, and host/creator of the award-winning podcast, Twenty Thousand Hertz.

Focused on Fresh, Healthy Dog Food

As distracting technology becomes increasingly present, a voice like David Sparks is refreshing. His podcast Focused is all about staying productive in a world full of distractions, so it’s no wonder why he’s got a dedicated following that’s likely to grow. One thing that’s no longer a distraction for David is his dog’s food, as we hear in his recent ad read for Nom Nom, board-certified real food for dogs that’s fresh.
While you might think getting a testimonial from his dog would be hard, he manages to get the most honest feedback you could hope for—his dog licking the bowl clean where she might have smelled other food and walked away. There’s nothing like a host on his noble mission to deliver genuine feedback and further help a brand’s credibility.

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