Podcast Junkies - Conversations with Fascinating Podcasters

093 Tom Webster | The Delicate Art of Conveying Difficult Subjects in the Form of Storytelling

Jun 8, 2016

Tom Webster, vice president of Edison Research and co-host of The Marketing Companion podcast, talks about podcast standards, trends in podcasting, podcast discovery, and tips for increasing podcast audience. He also discusses the art of conveying difficult subjects through storytelling and the power of engaging the audience. Tom shares insights on podcast statistics, the recent Infinite Dial Report, and the importance of presenting numbers properly.

56:33

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Episode guests

Tom Webster

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Episode notes

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Quick takeaways

Podcasters should engage with a wider range of listeners, not just their core fans.

Using storytelling techniques can make data-heavy subjects more engaging and understandable.

Laughing together fosters a deeper bond between partners and creates a sense of joy and connection.

Deep dives

The Importance of Understanding Different Audience Circles

It is important for podcasters to be aware of the different concentric circles of their audience and not just focus on their core fans. By understanding and engaging with a wider range of listeners, podcasters can avoid over-optimizing to a smaller group and potentially missing out on a larger audience.

Introduction

5min

Podcast Evolution Over the Years

15min

Podcast Discovery and Building an Audience

13min

The Power of Storytelling in Presenting Dry Subjects

4min

Podcast Listening Habits

13min

Research, Podcasting Statistics, and the Art of Presenting Numbers

5min

Wrapping up the episode and engaging with listeners

3min

Tom Webster is a marketing executive and the vice president of Edison Research. He also co-hosts his own podcast, The Marketing Companion, with Mark Schaefer. Tom has been in the broadcast research industry for 25 years and has quite a bit to share on the topics of interviewing, storytelling, and podcast statistics.

05:45 - Tom believes the standards in podcasting have gotten better.
07:25 - How did Tom meet his co-host, Mark?
10:15 - Tom has been in media and broadcast research for almost 25 years.
12:25 - What kind of podcast/radio trends has Tom seen over at Edison?
17:20 - Tom shares some examples of people who are able to make that jump from radio to podcasting.
19:20 - There's a percentage of Millennials who don't know what podcasts are.
21:25 - Podcast discovery is still a huge problem.
22:55 - Tips on increasing your podcast audience: figure out what you're good at.
23:35 - Study the greats.
24:35 - Most things you hear from public media is scripted.
27:00 - Inside jokes do not work well on a podcast.
29:25 - Tom enjoys Jordan Harbinger's interviewing style.
32:30 - What's the best way to present statistics?
36:40 - Tom shares what surprised him the most on The Infinite Dial 2016 report.
41:35 - What should people be thinking about when marketing their podcast?
46:10 - What has Tom changed his mind about recently?
47:25 - What is the most misunderstood thing about Tom?
48:05 - When was the last time Tom laughed out loud?