This post is by Nicholas Quah from Nieman Lab
Click here to view on the original site: Original Post
2017 proved to be an interesting year for Slate Podcasts. Most prominently, it struck a curious partnership with Studio 360 last summer, taking over coproduction and digital distribution responsibilities from WNYC (where the show had been housed since its launch in 2000) as well as physically bringing the team into its offices. The network also steadily rolled out a suite of new shows, including a Spanish-language Gabfest and a few highly-produced narrative projects. One such narrative project was Slow Burn, the Leon Neyfakh-led narrative podcast that sought to capture a sense of how it felt to live through Watergate, which I largely enjoyed and reviewed for Vulture last week. It turned out to be a hit for the company — not just as a standalone podcast project, but also as a lead-generation vessel for its membership program, Slate Plus. Even though the core Slow Burn experience is available free as a weekly podcast, a Slate Plus membership gives Burn-heads access to bonus episodes and other additional material. The carrot was apparently effective. “We’re seeing conversion at an extraordinary rate,” Turner said, noting that the Slow Burn campaign yielded 2.5× to 3× the daily conversion rates of an average day. “We’re seeing a ton of overlap between audio audiences and Slate Plus,” she adds. Plans are now in place to develop the property further, including an upcoming live event at the Watergate itself and a broader vision to untether the podcast from Watergate and use its conceit as a way to build future seasons around other historical events. Slow Burn’s success should give Slate some extra confidence for the upcoming shows they’re planning to launch this year. Projects in the development pipeline includes:
- A documentary series led by the author Michael Lewis, of The Big Short and Moneyball fame, about umpires.
- A project built around Slate TV critic Willa Paskin, which I’m told will neither be a chat show nor an interview-show.
- I’m also told that, as part of the changes surrounding the redesign and internal shifts, Slate will be taking over its own podcast sales from its sister company Panoply, which previously held that responsibility. A spokesperson explained the change as follows: “Since Slate podcasts are separating from the rest of Panoply, the direct response advertisers that Panoply was calling exclusively for the total network — including Slate — will, starting Q2, be called on by Slate sellers for only Slate’s network of shows. Panoply will continue to call on them for Panoply shows. Obviously, Slate very much believes in Panoply. We are creating this structure so that Slate and Panoply can each focus and do what it does best.” This separation is, of course, quite curious for Panoply.
- It is not lost on me that the Slate Political Gabfest, one of the network’s oldest and most prominent shows, is hosted by three people who are no longer full-time Slate employees: David Plotz (now the CEO of Atlas Obscura), Emily Bazelon (now a staff writer for The New York Times Magazine and senior research fellow at Yale Law School), and John Dickerson (installed last week as cohost of CBS This Morning). This is both a testament to the legacy that Slate Podcasts has created across its run, and an indication of a potential vulnerability.
- Speaking of Dickerson, Slate’s podcast chief Steve Lickteig confirmed that Dickerson will continue with the Slate Political Gabfest and Whistlestop.
- As part of the editorial restructure, the Double X vertical is being phased out as its previous responsibilities become absorbed by all other verticals (there are now five: News & Politics, Culture, Technology, Business, and Human Interest). But the Double X Podcast will continue to operate, serving as the living connection to the vertical’s legacy.
- WNYC Studios will lead sponsorship sales for the Science Friday podcast along with its spinoff show Undiscovered.
- Starting April 11, WNYC Studios will take over distribution responsibilities for the Science Friday radio broadcast.
- Science Friday remains an independent nonprofit media organization, and will continue production as usual in their current studios and offices.
- WNYC Studios will also assist in the scaling of Science Friday’s audience, along with fielding opportunities for potential future creative collaborations between the two organizations.
- Eleanor Kagan, the director of audio at BuzzFeed, is leaving the company to join Pineapple Street Media. This move comes almost a month after BuzzFeed announced that it was parting ways with Another Round due to “strategic changes” at the company. Worth noting: Pineapple was cofounded by Jenna Weiss-Berman, who originated the podcast team at BuzzFeed.
- Jessica Stahl, who originated The Washington Post’s current audio operations in her role as deputy editor on the audience team, has been promoted to director of audio. In related news, The Washington Post’s audio operations launched seven new podcasts in 2017, including two specifically for smart speaker devices.
- James Green, cofounder of the Postloudness collective and a former producer at Gimlet Media, is joining The Outline to work on its daily show, World Dispatch.
- John Lagomarsino, audio director at The Outline, is moving to Anchor to serve as head of production. It is a newly created role.
Between the friction that exists at nearly every step of the content lifecycle, and the antiquated technology that the industry has relied on for years, creators are left with limited data and limited opportunity for monetization, thus capping the potential of the market. We’re well past the breaking point where innovation across the entire stack is absolutely necessary for growth. With Anchor, we’re focused on creating technology that strengthens the entire ecosystem and unlocks the true potential of the audio landscape. I expect Anchor to have a lot of competition in the coming years, which we’re excited about, because true innovation is ultimately going to come from technology pushing the boundaries of what’s previously been possible.I happen to agree with the characterization of podcasting as an “artificially small industry.” The question I’ve kept encountering throughout my years writing this newsletter is whether that’s actually a bad thing. Billboard outside ATL, Georgia. Atlanta Monster, the new true crime series from Atlanta podcast companies HowStuffWorks and Tenderfoot, appears to be playing around with OOH advertising local to the Atlanta city area:
Neato. “Gimlet is a multimedia storytelling brand, not just a podcast network.” So goes the opening argument from Gimlet’s new chief marketing officer, Jenny Wall, which headlined a quick Fast Company piece last week, as she moves to elevate the company’s profile. This is, of course, no new revelation for Gimlet, which has pretty explicitly highlighted its formalizing intellectual property pipeline — carved out in large part by Chris Giliberti, its young “head of multiplatform” — as both differentiating factor and exceptionally strong potential growth channel. Nor is it a particularly new revelation for the industry as a whole; as I noted in my 2017 year-in-review column, the adaptation pipeline is one that extends widely across the ecosystem (though with particular concentration within the audio drama category) and offers the industry a significant pathway to gain strength independently from the platform dynamics governed, still, by Apple. Nor is Gimlet the only entity that’s been exceptionally active in ushering podcast-first properties into projects for other mediums; Night Vale Presents has proven to be equally prominent, with the added nuance of not potentially burdened by the demands of venture capital. But I thought the quote was interesting for three reasons:
- It’s super reminiscent of HBO’s “It’s Not TV, It’s HBO” campaign that Wall worked on earlier in her career, which I pointed out last week when writing up her appointment.
- I was wondering when Gimlet would explicitly make the “actually, we’re not just a podcast company” turn in its narrative. It’s a mindset that you could arguably trace back to a point as early as the company’s participation in the summer 2016 Brooklyn NewFronts event, where it sought to gain association with broader digital media brands like Genius, Atlas Obscura, and Lenny Letter. Perhaps you can trace it back even further.
- One potential function for the narrative redraft: to open and grease more paths for acquisition. It’s one thing if you’re a podcast company whose most literal suitors would be a bigger, traditional audio company — see Cadence13 and Entercom — but it’s another thing altogether when your perceived value is non-medium specific. It definitely makes things more interesting for, say, a talent agency, or perhaps even a global advertising agency not unlike the one that chipped in $5 million into Gimlet’s recent investment round.
- Like Slate, This American Life has also undergone a redesign, which includes a new shock-red logo. I think the Washington Post’s Alexandra Petri said it best: “Congrats to @ThisAmerLife on its new job as The Economist.” I myself, er, am not a fan. (Website)
- Last Thursday, ESPN Audio rolled out the first episode of a new podcast from Katie Nolan, who joined the sports media giant from Fox Sports in October.
- The Loud Speakers Network is bringing back its brand collaboration with State Farm, Color Full Lives, with Aminatou Sow and Angela Yee in the hosting seats. Interestingly, this will be the branded podcast’s third season. They’re also set to experiment with an accompanying video component. (Apple Podcasts)
- At CES last week, NPR published a new smart speaker study that has some additional data points for your pitch decks. Check it out.
- This is cool: closing out her third season, Flash Forward’s Rose Eveleth graphed the gender ratio and racial diversity of the guests she brings onto her episodes. (Flash Forward)
- This is also cool: Doree Shafrir, author and senior tech writer at BuzzFeed, is independently publishing a podcast called Forever35, which is focused on serving women in their 30s and 40s. This is her second indie podcast project, following Matt & Doree’s Eggcellent Adventure, which chronicles her and her husband’s experience of conceiving through in-vitro fertilization.
- Meanwhile, on the Beltway: Senator Cory Booker (D-New Jersey) has jumped on the politician podcasting train with one of those shows where he talks to people doing stuff he’s likes. He joins senators Bernie Sanders (D-Vermont) and Keith Ellison (D-Minn.), along with former U.S. Attorney General Preet Bharara, in the style.
- “Pandora CEO Roger Lynch Wants to Create the Podcast Genome Project.” Okay. (Variety)
- “The Opening of the American Mind: How Educational Podcasts Are Making Us Smarter Citizens.” (Pacific Standard)
- “Alexa, We’re Still Trying to Figure Out What to Do With You.” (NY Times)
- PodcastOne announces partnership with the Associated Press around a daily audio news product accompanying the Winter Olympics. (Press Release)
- “Whatever it is, I’m not afraid of what happens after death.” Don’t miss this glorious conversation with Terry Gross by Vulture’s David Marchese.
Photo of a live Slate Culture Gabfest event by Steve McFarland used under a Creative Commons license.