I just dont see it fixing anything thats broken. You got it. There is no moment where theyre surprised a month or two later that such-and-such advertiser has been underwriting their entire slate and they hate that brand, or something like that. He was like, I believe in this medium. Thats loosely how its orgd out. There was a moment on YouTube, around 2010 or something, where we all realized the same thing. Weve earned this. Host, Producer, and Writer on The Ron Burgundy Podcast, Host on True Romance with Carolina B, and Guest on The Daily Zeitgeist, Everything Iconic with Danny, and Behind the Bastards. Number two was this massive marketing machine. No. Do you think that youre moving the high-margin dollars into the longer tail? Fair enough. This show is also a podcast where we capture the file, distribute it as an on-demand thing, and then it drives upwards of 15 to 20 million downloads a month. I feel like its still a thriving business. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. I certainly wouldnt be where I am as a podcast network without the support of not just the sales team, but the creative juice of the broadcast radio guys. You are going to describe them to us, we are going to put an ad in front of them, and its going to convert, and then maybe Apple will ruin everybodys business with ad tracking. Each. Thats important, because I think they want to do the right thing by the medium. Is it just Bob Pittman being like, Chaos reigns. That wasnt possible prior. Bob Pittman can buy Stuff Media and say, You know what? One hundred and twenty million a month? There are huge, great ad agencies like Ad Results, Veritone, and Oxford Road who do great business for performance marketing companies. I fell in love with this medium 10 years ago. iHeartMedia is the first to go live with Sounder's AI and Machine Learning (ML) technology, giving brands . Copyright 2023 Apple Inc. All rights reserved. Eighty million Americans a week listen to podcasts. This was extremely funny and enjoyable to listen as Ron stumbled through another day reliving memories. Ron Burgundy, the legendary reporter featured in 2004's "Anchorman" film, has a podcast coming to iHeartRadio in early 2019. I end on this team because its very important, we have our business affairs team. God DAMN that Ron Burgundy podcast sounds awful. I talk to a lot of startup CEOs, and a lot of them who get acquired by big companies. Are you doing that? We have a few minutes left. This is very unique. So we launched a company together. After finally learning what a podcast is, Ron Burgundy legendary news anchor and esteemed podcaster is back for season three of " The Ron Burgundy Podcast !" This iHeartRadio original podcast is sure to bring the laughs as everyone's favorite 70s news anchor continues to sharpen his podcasting skills. Will Ferrell stopped by almost all of the late-night TV shows to promote the second season of the Ron Burgundy Podcast, . LOTS of podcasts have ads okay? The counterexample there is obviously Joe Rogan at Spotify. ChatGPT will eat us all. I choke my audience if I choose to pull my RSS feed out of a distribution app, because people who go there and expect it there wont see it anymore. All I see is this constructiveness across these two segments. Then, up and coming Tim Heidecker joins him. Just before we started, I was looking at your website. Ron and Carolina talk with Game of Thrones Peter Dinklage about his favorite poems. In fact, well distribute it on broadcast radio, and so we did. This episode of The Ron Burgundy Podcast is all about the life and times of a true American icon and famous model, oh and also Brooke Shields. Thats good. If anything, we have doubled down on this model of partnering with a creator, like a Shonda Rhimes, who wants a big playground thats long-term. In some part, because of what Apples moves are, but its getting harder. This thread is archived Dynamic ad insertion and geo-targeting made lots of stuff possible. Are you on the side of having a wide distribution and using that to convert against whatever your other business is? I just need answers.. Big Money Players and iHeartPodcasts. All I say to them is, This is no longer an experimental bucket of marketing. This is obvious at this point. In the podcast, she . This is like a $1,000 CPM host-read ad right here. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things about people we never knew we wanted to know. You are describing a mature company. Join America's favorite . These are objective truths. Does that worry you? Find ratings and reviews for the newest movie and TV shows. You always do if youre running a startup. I think our stats were something like never more than 1 percent, 2 percent, 2.5 percent of our downloads in any given month. He only came on here to pitch the app. Why is that? The Ron Burgundy Podcast was distributed as a show on late Sunday night on broadcast radio too. We had three or four people who were our formal official sales team at Stuff Media. One is really good companion content to a lot of the shows theyre making for Netflix. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Im open to video. Yeah. Theres a sigh of relief from the YouTube people somewhere. Were starting to use words like cohorts instead of one-to-one targeting. Its confusing and its less effective. Then on the other side, you have MrBeast, who literally gives away money to start a hamburger chain that will make him a billionaire. We were talking about these giant platform companies. We take this for granted as creators, as publishers, and as networks. We tell stories through human conversation, more than anything else. What ensues is a genuinely improvised and authentic conversation filled with laughter and newfound knowledge to feed the SmartLess mind. Competitive separation, category exclusivity, and share-of-voice conversations suddenly became possible when you could dynamically insert into ad tags. Its a deep belief in the C-suite across iHeart that podcasting merits a place at the table. Over at The Late Late Show, Ferrell's Burgundy once again treated the . But no, youre spot on. I know exactly where to find that demographic, that psychographic, or that particular male 18- to 34-year-old who wants to buy a truck in the West Coast. But theyve just created this gap between where users are, where ears are, literally, and where their investment is. To answer your other question, if this industry were to wholly move to a platform like Facebook or YouTube, its a different platform. 1 commercial podcast publisher globally with over 20,000 podcasts available on its iHeartRadio platformboth of whom are kind of a big dealannounced today "The Ron Burgundy Podcast." Ron sits down with Boris Johnson and gets into the restaurant business with Guy Fieri. Ron Burgundy is going live in the next season of his iHeartMedia podcast. You brought up your numbers, so I have to ask you about them. Thumbs up or thumbs down, library. We have experimented with Jun Group across the years. This year, were all talking about YouTube and video podcasts. Broadcast radio is a highly formatted media type. Thats actually a podcast we make together thats actually awesome. I didnt think I would have or need a robust business affairs department two years ago. Into the whole thing? Stuff You Should Know is usually up in the 40s. Ron Burgundy! Co-produced with the Big Money Players Network, The Ron Burgundy Podcast was one of the top shows of the year - weighing in at No. We have shows with video, like Stuff They Dont Want You to Know, and its awesome. Last year when we were all in this room, we could not stop talking about Spotify. So if you could just bring back the old format that would be great. Get personalized recommendations, and learn where to watch across hundreds of streaming providers. You have a distribution model that is free. When we launched The Ron Burgundy Podcast with Will Ferrell four years ago, we gave him a really big gross radio point push across broadcast radio. Some of this is obvious. The iHeartPodcasts app aside, this is an inherently decentralized medium with lots of different players, lots of different controls, and lots of different monetization schedules. At iHeart, we felt that we wanted to unlock a lot of the value that we had as a company, and we wanted to make it more transparent to the investor community, to audiences, to researchers, and to analysts. We were actually working and trying to make change together genuinely. The only reason we have that number is because of broadcast radio marketing. Whereas other big podcasting players like Spotify and Apple have tried to boost revenue through subscriptions or platform exclusivity, Conal shunned those approaches and said hes going for big audience reach, made possible in part by his ability to run ads and even shows on iHearts huge network of traditional radio stations. Im building up to it. Do you look at your distribution endpoints and say, That one is the most lucrative one, and this is a less lucrative one that we should focus on? What it allowed us to do, along with a lot of other stuff, was to talk more freely to the market about how well this segment was growing, specifically podcasting. Everywhere we distribute to today and candidly, where the lions share of our listening happens is on platforms that are all created equal in terms of the economics that flow back to the publisher, in this case, iHeart. Facebooks interest has grown and waned and grown a bit on podcasts. Whereas if I were to decide to stop distributing or making content on my YouTube channel, my brand just goes away. Nothings perfect, but its pretty close to perfect. If you were to ask the n+1 digital marketer, Where is the best place to spend your dollar? Theyre still going to say, A Meta platform, or theyre still going to say, A Google platform. Theyre not going to tell you that you should buy billions of podcast impressions yet. iHeart recently restructured and you became the CEO of a formal division. Discovery bought our company because they were about to go public, and they wanted to have a really strong digital strategy. Inside iHeartMedia, its an audio company. Again, streaming was a really obvious example of this for TV streaming companies. "This year, variegated and dark-foliage plants will have a moment as plant parents move towards that foliage combination," predicts Lindsay Pangborn, a plant expert with Bloomscape . Its gone. Thanks to Ariel who did an amazing job. Is there any way to actually innovate? Ron and Carolina are terrorized by Gilly The Clown, who teaches us about death. A company thats like, A lot of action is in business affairs, is a company that has figured out a bunch of stuff. That was my next question there. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack O'Brien, Miles Gray . Well do standard, straight-up, quick-turn, host-read ads. On the other side of the business, you own the distribution. We have this mantra at the company that Any seller can sell anything any day of the week wherever they live and work, and that has rung pretty true. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things about people we never . It was like, The optimal video is this length, and you have to open with this thing and close it with that.. The third thing they let us do was have a sales team. Well tag all of our spots on air with, Listen wherever you get podcasts. Well say our own app, but then well say other apps too. Im very interested in the derivative work potential of podcasts. I havent found a business model that proves it differently, so I think it behooves all of us to plug that pipe into as many distribution points as possible. The problem it was solving, the price point was undeniable, it made perfect sense to me. See omnystudio.com/listener for privacy information. Even if ultimately it was frustrating to the creator network, usually when there was a huge shift in a business model, the newer platforms were fixing a problem. I dont have this concern in podcasting. I dont know that well have a big reveal. Ive learned about this a lot, and Ive talked about it a lot as Ive learned it. They chose a real simple version of it called Really Simple Syndication, RSS feeds. Podcast star Joe Rogan mocked Donald for attempting to brand Florida Gov. I dont think theres a creator on the planet who is interested in literally decimating their audience size, even for the sake of a big check. The first episode of the show launched on February 7, 2019, on iHeart Radio [1]. I think that its okay to innovate over here, and with the direct response folks, they innovate in their own way. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! iHeart does a lot of new things. Google and YouTube are awesome. Yeah. They had seven or eight podcasts that they were making. via Podcasts. The Ron Burgundy Podcast Play Newest Follow Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! No Longer So. Yeah. Last year, Verge alumni and Bloomberg reporter Ashley Carman reported that iHeart worked with a firm called Jun Group to essentially buy podcast downloads through video games. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things about people we never knew we wanted to know. Next week, Im with Universal McCann. The Ron Burgundy Podcast is a free audio and video podcast hosted by American comedian and actor Will Ferrell. If I was to reframe what you just said more rudely, you could say that you have a division full of older distribution and you have a division full of newer distribution. The Ron Burgundy Podcast Published 10/14/22 Introducing: Season 3 of StraightioLab Published 09/02/22 Peter McIndoe and Tim Heidecker Ron meets with Peter McIndoe to discuss the fact that Birds. You can feel however you want about it, but we all did it. Yes. Weve actually noticed in the last two or three months that its a very timely question for us at our businesses, because I feel like weve moved off the direct response business too fast. i want to give the show two stars, but i cant because carolina is a siren and wont let me, also im pretty sure ron would put me on the list. One of the themes we come back to on Decoder over and over again, especially when I talk to creatives or creative executives, is that your distribution fundamentally shapes what you make. It sounds like you have things figured out, that you have confidence in your business. People trust podcast content more than they trust what they see on social media by like 60 percent more. It has made conversations with creators really simple, because you can rest assured that at some point in the conversation they will ask, How are we going to distribute? Lets hang with Will Ferrell for a second. Ron, a big fan of magic, gets to hear from the famed magician Justin Willman. Our job was really simple. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. If you dont do this, you will never have the reach you need in digital audio. Theyre all like, Oh, thank God he said that. I dont pretend to know whats in their heads. Ron Burgundy Accidentally Started 'The Ron Burgundy Podcast' 394,213 views Aug 9, 2019 4.5K Dislike The Late Show with Stephen Colbert 8.84M subscribers Podcasting legend Ron Burgundy. Have you had conversations with Spotify about making stuff exclusive? its like having a radio show with magic, or hiring a clown but everyone is wearing blindfolds. Do you even talk to them, or are you just like, Screw it, take my RSS feed? Its worked for them for 10, 15 years. So theres a little bit more of a prioritization of continuing marketing, even through a strange economy, that there might not have been if the memory of COVID-19 wasnt so fresh, thats helping us a little bit. I dont have this concern in the same way I had it when I was writing text-based articles for HowStuffWorks.com 20 years ago or when I was focused on social and digital video at Discovery Communications. Think about that for a second. Thats what it sounds like. Not great. The Man, The Movie, The Podcast! And by the way, its not slowing down. Our downloads were 412 million downloads in January, and that was up 12 percent from the month prior. Exorcising some demons in Rons man cave. Overall, it was a fun first show that was a little light thematically but should improve with different guests and crazy circumstances allowing Will Ferrell to play around in the style that made him famous." I can get all three, all the time. How do you do it? I can talk about sexuality or about what trends I do or dont like. Go follow Conal on TikTok, its great. Its why we widely distribute. Do you worry that you dont have the same control? Standing back and watching how her and the Shondaland audio team work, it seems they want to use this medium to do two things so far. Theres an engineering team that has maybe 100 people at the back end of all of our digital products. It said, Lets do mega deals. That could be worth it, if a creator is that good, you may want to pay that. You were always worried, like, Oh, man. But Im always at the beck and call of the platforms I distribute on to a crazy, existential extent. I talk to a lot of digital media CEOs and digital media types. As that has happened, this thing has come along called audio. Even Decoder is bad at marketing; this is as much marketing as weve ever done. Do you know how hard it is to make a mass-reach medium, that 80 million Americans a week are like, Im going to do that today? By the way, if you love digital audio, and we all do. Its not that theyre bad people. Radio is a more ruthless industry than podcasts. The Ron Burgundy Podcast Big Money Players and iHeartPodcasts Comedy Society & Culture Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Theres this adage for anybody that has worked in video. We're all in a glass case of emotion. Whats the structure below you to make all this work? Weve talked with Ashley a lot about this. Sure we are. Film series [ edit] We are an obsessively, widely distributed content company. One is called the multi-platform group. Promote. We were a medium-sized website trying to explain everything under the sun through medium-sized articles. Some of that newer distribution has proven out, like podcasting; some of it is Roblox. We tend to think and work sequentially. They could have published them on YouTube. I feel like you have a very strong conviction, so I feel like I might know how youre going to answer this, but I do ask everybody this. This is what the audience wants. Terrestrial radio distribution is a thing that were all very familiar with. We try to organize them into slates that have EPs and producers on top of them. Its happening. Are you open to video? No, not really. The Ron Burgundy Podcast From iHeartRadio Returns For Season 2 With An Interview With Kamala Harris Joshua Dudley Contributor I write about podcasts Aug 8, 2019,02:16pm EDT This article. This has made direct response brands lives a little harder, because now theres a lot of competition for their best-kept secret in marketing for like five or 10 years. We also have a digital marketing team, I forgot that in the org chart. Is radio the upsell on podcasting for you? Its not that being inside Discovery was bad, it was just different. Its also how we got here. If anything, were making that more of a focus and paying more attention to it in the last two or three months. 2023 Big Money Players and iHeartPodcasts. They have taken this nine out of 10 American adults a month and just informed it with a digital listening panel. Conal and iHeart Digital earned that success by doing some unconventional things. It has brought in underrepresented creators like nothing else weve done. We're not thrilled about it, but the show will launch on the iHeartPodcast Network in early 2019 featuring Burgundy himself. Malcolm Gladwell has an existing slate of shows. Theres no ulterior motive or different goal. I love you very much. I was like, I dont need you to talk more. We do talk to them. I only say this to you because thats how we do that sale. Because if youre launching new stuff, youve built the archive, you built the library. It has been fun, if nothing else. But to tell it in a reductive way, 20 years ago, when some folks were sitting around a table deciding how they were going to distribute all these great podcasts they were going to start making, they could have used several different technologies to do that. "The Ron Burgundy Podcast" has officially arrived, kicking off with its inaugural episode and it's everything you've ever wanted from San Diego's top-rated newsman. Gmails client-side encryption is now available to more businesses, Whoops! Subscribe to our daily newsletter! Theyre mine. Hi, Ron Burgundy fans! Be wide open to new industries and new things inside that industry. When I told him this, I was like, You know, like the blockchain!. Youre doing ad injection into the feed? Subscribehere! iHeartRadio 1.14M subscribers Listen to the Ron Burgundy Podcast NOW and hear Ron address important issues like bullying and the mind-expanding nature of meditation, and attempts to. None of your creators are saying they want to line up subscriptions to take rev shares off the subscriptions? Do I think were mature enough to have all of the things that a big, respectable, grown-up-table business should have? Im going to get in trouble too, just like you are. Is this a thing you want to do? In fact, you almost certainly kill true creativity when you hit that moment. We ran a 30-second ad for The Ron Burgundy Podcast on broadcast radio every single hour in 160 markets. You should subscribe to it. Theyre not in charge, right? That comprises all of our social media assets, all of our websites, a huge streaming business, a lot of the innovative tech work we do like how we launched iHeartLand in Roblox and Fortnite and podcasting. I struggle to see something broken with this. My point in answering this way is that he uses this company, to some extent, to find new comedic talent that is the long tail youre talking about. I think marketers in this moment are actually not turning down in advertising as much as youd expect. There was this new-ish thing called podcasting, so we soundproofed some rooms and threw some people in those people being Josh and Chuck, who co-host Stuff You Should Know and several other shows. Yeah. I think its really cool. Do you think the industry is mature enough to be like, Actually, what you all need is a business affairs group? Also, subscription models usually come with exclusive or windowing of content, which I think youre starting to see with creators. That is some real Silicon Valley stuff. Podcasting not to your question, but as a side answer has bucked that a lot to date. It made it the medium that the internet promised creators it would give them but hadnt yet. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick StumpfExecutive Producer: Mike FarahConsulting Producer: Andrew SteeleAssociate Producer: Anna HossniehWriter: Jake FogelnestProduction Supervisor: Colin MacDougallThis episode was Engineered, Mixed and Edited by Ron and Carolina are joined by special guests, a random man and woman who happen to be in the elevator when they get stuck at the start of the recording. Thats what were trying to true up. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Are we mature enough as an industry for every medium-sized network or larger to have one? To try to help with this, iHeart, the multi-platform group, built a product called smart audio thats really cool. Show Monocle 24: The Foreign Desk, Ep Explainer 355: Ron DeSantis vs Disney World - 1 Mar 2023 The Ron Burgundy Podcast. iHeartRadio, through its broadcast radio stations, reaches nine out of 10 Americans a month. We tried it. Credits: Host, Writer, and Executive Producer: Ron Burgundy Co-host, Writer and Producer: Carolina Barlow Producer: Nick Stumpf Talent Producer: Anna Hossnieh Writers: Andrew Steele and Jake Fogelnest Engineered, Mixed and Edited by Nick Stumpf Learn more about your ad-choi Sign up free 0:00 0:00 Company About Jobs For the Record Communities For Artists Developers Advertising Investors Vendors With podcasts, youre talking about promo codes at the ends of the ads, right? The math works out with subscription, but Im not sure how it works out with advertising. We started a company with Will Ferrell called Big Money Players. I think the first five or six years of the podcast industry can honestly take credit for several companies that are around today, like Mailchimp, Blue Apron, and probably the mattresses that we all sleep on. We were especially interested in it recently because we were launching a thing called iHeartLand, which was basically iHeartMedia as a Roblox map and an island in Fortnite. Theyll do it for usually one of two reasons. We are interested in video. Reviews. Those companies are also struggling. This one was definitely very real. I know that sounds like, eh, its kind of boring. Its not for them, its a multi-billion-dollar business, so I want to be more a part of that. It has been a pitfall of digital media from day one. The way to do that was to create two segments in our company. Its not like, I spent 95 percent of our time on Will Ferrell. I look at the companies that have the targeting capabilities. Its not the kind of game that is usual in this industry. Oh my God, do you have an Agile scrum podcast? The iHeartPodcast Network is home to more than 800 iHeartPodcasts across a wide variety of genres, that span every category from business, sports, spirituality and technology to entertainment, family, comedy and true crime - and everything in between including leading podcasts such as "The Ron Burgundy Podcast," "Paper Ghosts . To be clear though, theres a whole lot of fluidity between these segments. Will Ferrell has started a podcast as the character he played in the movie of the same name. You mentioned that you had experimented with subscriptions. We havent even discussed the trust issues that are very real on social media. This may be debatable, and may feel like an affront to a lot of folks in the room who live and breathe podcasting as an original medium. But I have learned firsthand and talked a lot about the extent to which broadcast radio talent has honed this craft of conversation over the last hundred years and certainly the last few decades, and the extent to which that has driven our medium, just sheer talent hitting the medium, but also with an awareness of the medium. Launching in early 2019, the podcast will be co . Carolina Barlow is Will Ferrell's assistant and co-host of The Ron Burgundy Podcast. The core fundamental, pretty consistent business model of podcasting is a rev share model. You should start one. I can talk about the things I cant talk about on the radio. He also co-owns a company with us called The Black Effect, that he 51 percent owns. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. In The Rob Burgundy Podcast, the host's chaotic charm meets real-world experts and celebrities. Also, the medium was exploding. Ninety-five percent. It is a centralized medium when it comes to RSS feeds. We dont care. A nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. The oldest one, Pierce, is 17. Following the scary drop, Burgundy made sure everyone was alright and the proceeded to give his review of his recent Cheesecake Factory experience. You have to make a lot of decisions. Or this will be a business in and of itself, and thats fine too. After two or three years of just running the podcast division, I was made the CEO of the digital audio group. The marketing team is like, What are you doing?, Yeah. Youre still getting the full ad load. Aren't. Real. You would have a platform tax that has not yet been introduced into podcasting, and may never be introduced. Google wont give us the time of day. It sounds like you think you have some leverage over the platforms. Be as simple as you can in your answers, in your approaches, in your strategies. Was there ever the thought, Hey, as long as were getting listeners in the door and making these numbers go up, some of them will convert and stay? I told you it was all about org charts, and Im not even to the org chart question yet. She said, On the podcast, its much looser. There has never been a moment in the company that we were sidelined or deprioritized. We wanted access to that to shout really loudly about the stuff we were doing. I think if you were to sit down with any of these creators who are on broadcast radio, they would openly say it to you. There are lots and lots of podcast titles, lots of celebrities in the format, lots of rewatch podcasts.
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