Podcast Perspectives

Harry Morton, founder of Lower Street Media, discusses the effectiveness of podcasts as a marketing tool, lessons learned from traditional shows, and how Lower Street markets itself in a crowded landscape. They explore the differences between B2B and B2C marketing, the importance of high-quality storytelling in branded podcasts, and the challenges of educating buyers about podcasting services. They also discuss the evolution and future of podcasting, highlighting the need for education and strategic content marketing.

While most podcasters rely on advertising to fund their operations, a successful strategy isn’t always guaranteed. In recent years many podcasters have tried to focus on alternative revenue streams, such as premium subscription feeds. Eric Barnett is here to walk us through these alternatives. Eric is the Director of Sales and Marketing at Supporting Cast, a company that provides subscription platforms for some of the biggest players in the audio world – NPR, Wondery, Pushkin, etc. He spends his days working with these partners to ensure that Supporting Cast provides them with a subscription platform perfectly tailored to their audience.Before coming to Supporting Cast, Eric spent 7 years engrossed in the audiobook market at Findaway, an audiobook distribution platform that was recently acquired by Spotify. In this conversation, we cover the different subscription models Supporting Cast uses, how creators succeed with premium subscriptions, and the recent integration between audiobooks and RSS technology.If you want to learn more about Supporting Cast visit their website www.supportingcast.fm. You can reach out to Eric at eric.barnett@supportingcast.fm. Jeff is on all socials @JeffUmbro The Podglomerate offers production, distribution, and monetization services for dozens of new and industry-leading podcasts. Whether you’re just beginning or a seasoned podcaster, we offer what you need. To find more about The Podglomerate:– Show Page and Transcript: https://listen.podglomerate.com/show/podcast-perspectives– YouTube: https://www.youtube.com/@Podglomeratepods– Email: listen@thepodglomerate.com – LinkedIn: https://www.linkedin.com/company/podglomerate– Twitter: @podglomerate – Instagram: @podglomeratepods Learn more about your ad choices. Visit megaphone.fm/adchoices

The RSS feed is now a 20 year-old technology, and has remained largely static in that period – a simple way to distribute audio on the internet. But with constantly evolving methods of distribution, analytics, and monetization in the fragmented podcast ecosystem, it’s become increasingly difficult to create all-in-one solutions for creators to host their podcasts. To parse the challenges of keeping RSS up-to-date in a fast-moving industry, I’m speaking with my friend Sharon Taylor. Sharon is the SVP Podcast Strategy & Product Operations at Triton Digital, where she oversees Omny Studio. With over 65,000 podcasts and billions of monthly downloads, Omny is one of the largest podcast hosting platforms in the world. Omny is a platform specifically tailored for the enterprise podcast market, meaning they work with some of the biggest audio distributors in the world – Cumulus, Audacy, CNN, All Thing Comedy, Warner Media, and many more. Omny is owned by the digital audio technology company, Triton Digital, which itself has been nested under the iHeartMedia umbrella since its 2021 acquisition. In our conversation, Sharon and I discuss how modern hosting platforms work under the hood, the (very exciting!) regulations and standards around measuring user data, and how platforms like Omny stay competitive in a crowded market. If you want to learn more about Omny Studio or Triton Digital, you can find them at www.OmnyStudio.com or www.TritonDigital.com. Triton is also on social media @TritonDigital (X, LinkedIn, Facebook) or @Triton_Digital (Instagram). You can find Sharon Taylor on LinkedIn. Jeff is on all socials @JeffUmbro The Podglomerate offers production, distribution, and monetization services for dozens of new and industry-leading podcasts. Whether you’re just beginning or a seasoned podcaster, we offer what you need. To find more about The Podglomerate:– Show Page and Transcript: https://listen.podglomerate.com/show/podcast-perspectives– YouTube: https://www.youtube.com/@Podglomeratepods– Email: listen@thepodglomerate.com – LinkedIn: https://www.linkedin.com/company/podglomerate– Twitter: @podglomerate – Instagram: @podglomeratepods Learn more about your ad choices. Visit megaphone.fm/adchoices

Podcast Perspectives helps you understand the ever-changing podcast industry. Hosted by Jeff Umbro, founder and CEO of The Podglomerate, a podcast services agency focused on production, audience growth, and monetization for some of the biggest podcasts in the world, this show speaks to leaders in the podcast space through longform interviews and panel discussions. The goal is to walk through not only the important news and issues of the day in the podcast landscape, but also to go deep on the topics that podcasters need to know today. Produced by The Podglomerate.To find more about The Podglomerate:– Show Page and Transcript: https://listen.podglomerate.com/show/podcast-perspectives– YouTube: https://www.youtube.com/@Podglomeratepods– Email: listen@thepodglomerate.com – LinkedIn: https://www.linkedin.com/company/podglomerate– Twitter: @podglomerate – Instagram: @podglomeratepods Learn more about your ad choices. Visit megaphone.fm/adchoices