Marshall Poe on the New Books Network, Technology, and the Future of Academic Communication
Jan 27, 2025
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Marshall Poe, founder and editor-in-chief of the New Books Network, discusses the evolution of academic communication through podcasting. He shares insights into how digital tools facilitate scholarly work and the challenges of monetizing academic podcasts. Poe highlights the importance of making academic content accessible to wider audiences and the need for preserving digital media in a rapidly changing landscape. The conversation also touches on the podcast industry's recent hurdles and its role in bridging academia with the general public.
Marshall Poe highlights the New Books Network's mission to democratize knowledge by making academic research accessible to non-academic audiences.
The podcasting industry's recent bubble burst underscores the challenges of sustaining revenue and content engagement amidst significant financial shifts.
The evolution of media consumption is driving a preference for auditory content, prompting a need for engaging formats in scholarly communication.
Deep dives
Transition to a New Work Platform
The need for an efficient work platform is highlighted as frustration mounts over endless onboarding and persistent IT issues in traditional work settings. The conversation pivots around the introduction of Monday.com, which has gained favor for its user-friendly interface. This platform offers customizable workflows and visually appealing dashboards that simplify team collaboration. Users report a significant improvement in productivity and overall satisfaction after making the switch to this innovative tool.
Exploring Academic Podcasting
The podcast discusses the growth of academic podcasting, particularly through the New Books Network (NBN), which aims to make scholarly research more accessible to the public. Marshall Poe, the founder, shares insights into the mission of the NBN and its capacity to reach non-academic audiences, achieving a mix of scholarly outreach and public education. The discussion emphasizes the potential of podcasting to democratize knowledge by connecting listeners with expert insights in various fields. Poe reveals that about 50% of the NBN's audience consists of non-academics, indicating a significant interest in specialized academic topics.
The Podcast Bubble and Industry Challenges
A critical examination of the podcasting industry reveals a bubble that has now burst, leading to significant shifts in advertising revenues and audience engagement metrics. The conversation highlights that despite the initial growth spurred by venture capital, the realization that hit content is unpredictable has emerged. Participants share their concerns over layoffs and financial struggles faced by many podcasting networks as a result of shrinking ad revenues. The NBN's stable approach to content production, alongside careful financial management, positions it favorably to weather these industry fluctuations.
Navigating Changes in Media Consumption
The podcast delves into how media consumption is evolving, with listeners increasingly favoring auditory content over traditional print media. Poe notes that many people prefer to listen rather than read, pointing out the complexities of accessing academic books. This shift prompts a discussion about the importance of transitioning scholarly content into formats that engage broader audiences. The NBN’s approach to producing engaging academic discussions promises to reach non-traditional audiences who seek intellectual content without the burden of heavy reading.
Future Prospects for Academic Communication
The conversation turns towards the future of academic communication and the role of podcasts in this landscape. Both hosts express caution about the continued rise of large tech companies dominating the audio space, urging for diversity and representation in the medium. There is speculation about the possibility of finding sustainable revenue sources beyond advertising, which has its own pitfalls. Poe emphasizes the NBN's commitment to public education, considering it crucial to maintain a balance between profitability and mission-driven content.
Peoples and Things host, Lee Vinsel, is joined by guest host and Peoples & Things producer, Joe Forte, Media Projects Manager with Virginia Tech Publishing, in interviewing Marshall Poe, the founder and editor of the New Books Network, the largest academic podcasting platform in the world. The trio discuss how the New Books Network came to be; how digital technologies open up new tools for academic work; changing media landscapes, including the recent bursting of a podcasting bubble; and the future of academic communication and publishing.