For sure, we deserve and need it. 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. ChatGPT will eat us all. Hes going to start this journey now of trying to get into college. Well, we have over $100 million a year in broadcast radio marketing. Like I told you, we all have the same problems. Ron DeSantis with the nickname "DeSanctimonious" ahead of a likely battle for the 2024 Republican presidential nomination. Thats where the VC money went. A little bit. I think they know the effect, long-term, that you have when you stop marketing. I love you very much. 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. His team makes some of the biggest podcasts around, with huge talent like Will Ferrell, Shonda Rhimes, and Charlamagne tha God, who youll hear Conal talk about quite a lot. Maybe it has something to do with the tools of targeting getting harder, so people are just cycling back to, Humans, tell my story on the platforms where you make stuff. Podcasting, in particular, benefits from this. Then, up and coming Tim Heidecker joins him. Go make good decisions and follow Decoder on TikTok. Get personalized recommendations, and learn where to watch across hundreds of streaming providers. 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. Eighty million a week is the more interesting stat to me. That got its own set of executive producers out of LA who shepherd the NextUp program. I want you all to download the iHeartRadio app. This is a must-buy bucket of marketing. Notable Verge traitor Ashley Carman, who is in this room somewhere, wrote a great story at Bloomberg about Podtrac and how you might be inflating those numbers with mobile game downloads using the Jun Group. Are you doing that? Really, really terrible. Wheres the tension there? Our podcast division, the iHeart Podcast Network, was seeing explosive growth, and I thought we were doing a good job. Nothings perfect, but its pretty close to perfect. There is a product lead; Uta Knablein is our chief product officer. Thats what were trying to true up. Its because of the venture capital money. Conal Byrne is the CEO of iHeart Digital. Then on the other side, you have MrBeast, who literally gives away money to start a hamburger chain that will make him a billionaire. Show Monocle 24: The Foreign Desk, Ep Explainer 355: Ron DeSantis vs Disney World - 1 Mar 2023 Was Great. In The Rob Burgundy Podcast, the host's chaotic charm meets real-world experts and celebrities. If you can never get enough true crime Congratulations, youve found your people. 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. So of course I asked Conal about that and lots more. YouTube is a good example of this. Most of them are like, Facebook wont give us the time of day. It has been a player in the audio space across multiple kinds of distribution for a long time. Those three things let us go from 2018 to 2028 in our own trajectory almost overnight. Is that something you think about as targeting? Hes going to leave now. Over at The Late Late Show, Ferrell's Burgundy once again treated the . Burgundy, who has a fountain of knowledge that spans literally every topic imaginable, has signed on for two 12-episode seasons, with the first episode of "The Ron Burgundy Podcast" making its . Will Ferrell was like, Please, please stop running so many ads.. We tend to think and work sequentially. Theyll overcomplicate in order to camouflage something they probably shouldnt have done. In some part, because of what Apples moves are, but its getting harder. The math works out with subscription, but Im not sure how it works out with advertising. Im very interested in the derivative work potential of podcasts. Big Money Players and iHeartPodcasts. It makes sense to me. Ron takes a stab at the most popular genre of his new chosen mediumthe True Crime podcast. Ron takes a stab at the most popular genre of his new chosen mediumthe True Crime podcast. The Ron Burgundy Podcast 5M ago Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! People trust podcast content more than they trust what they see on social media by like 60 percent more. I know you do. Yeah. Do you offer rev shares to your creators? Folks trusting social media less, influencers having less success on social media because of that, and therefore marketers being like, I dont know what to do with this. By the way, if you love digital audio, and we all do. 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 . This one seems like its much more real, and you have a terrestrial radio business that is undergoing its own massive change. There are iHeartRadio streaming channels that show up on your electronic programming guide on Roku. A Hollywood studio at its peak has a bunch of studios and a roomful of accountants doing billing on syndication across companies. I think Im being conservative with how much of their time is spent on, How do I deploy billions of impressions of house ads a month?. Those companies are also struggling. 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. Its not like a low-engagement medium. Fast, cheap, and good. Is that part of your business affairs team, just selling the IP out? One of these cards literally says, What is your org chart? That is my whole brand. Reviews. Are they yours if theyre subscribed on YouTube? He also co-owns a company with us. They have taken this nine out of 10 American adults a month and just informed it with a digital listening panel. Into the whole thing? Up or down on NFTs? Thats loosely how its orgd out. How do you make sure they sustain? Hot Pod Summit is where we bring that community of creators, trendsetters, and decision-makers together to explore the latest developments in podcasting, audiobooks, and more. Thats a really cool medium if only it were video. Podcasting is not video. I think that its okay to innovate over here, and with the direct response folks, they innovate in their own way. Ron and Carolina are terrorized by Gilly The Clown, who teaches us about death. Usually, yeah. So I dont depend on it, but we have seen some traction there across 10, 12 shows getting optioned and its meaningful, with huge partners in Hollywood. Josh and Chuck have you covered. There was a moment on YouTube, around 2010 or something, where we all realized the same thing. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. The Ron Burgundy Podcast is a free audio and video podcast hosted by American comedian and actor Will Ferrell. In around 2008, I was the general manager of a company called HowStuffWorks.com, and we were acquired by Discovery Communications. via Podcasts. 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. Listen to Decoder, a show hosted by The Verges Nilay Patel about big ideas and other problems. 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. It often is. Nothings perfect, but its pretty close to perfect. I dont see a reason. Not great. One thousand or so of the sellers that I mentioned sit in the multi-platform group, and they certainly sell all the assets we have. Movies. It is a centralized medium when it comes to RSS feeds. See omnystudio.com/listener for privacy information. I ask it of everybody. He founded it in a Duke University dorm room, and now hes found his way into podcasting. I want to come to exclusives and to consolidation. The newest mass-reach media just happened, and it is called podcasting. I make content. The Ron Burgundy Podcast 5M ago Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! When you pay for a subscription on most platforms, and you receive a podcast that somebody else is piping into that platform through an RSS feed, nothing has changed about it. Broadcast radio is a highly formatted media type. We are a mass-reach medium. The way to do that was to create two segments in our company. Thats a super good question. The marketing team is like, What are you doing?, Yeah. Thats the only difference so far. See omnystudio.com/listener for privacy information. The Ron Burgundy Podcast iHeartRadio The long-promised Ron Burgundy Podcast is finally upon us and the first episode is called " True Crime ." iHeartRadio has been teasing this show with. It thrives when it is a widely distributed medium. What worries me a little bit is that we have this tendency on the internet, and since Ive been working in digital media overall, to have this belief sometimes that I think is false that everything really needs to be a video when it grows up. Is that still who youre pitching to, or are your publicists saying, All right, GM, Will Ferrell is going to read about electrification today? Theres this adage for anybody that has worked in video. Ron and his co-host, Carolina Barlow, interview various exciting guests from all walks of life, including celebrities, politicians, and everyday people. The only reason we have that number is because of broadcast radio marketing. I talk to a lot of digital media CEOs and digital media types. The creator and the ad-serving publisher, in our case, are in total control. I think weve said this publicly. Carolina Sums Up The Whole Podcast (The Ron Burgundy Podcast) Funny Or Die 3.5M subscribers Subscribe 288 Share 40K views 3 years ago Listen to the full episode here: https://ihr.fm/2WcbhiE. I just get a little bit defensive or protective about the other 3,000 shows. Its not that being inside Discovery was bad, it was just different. How have you arranged iHeart Digital? It has 29, 30 podcasts under it, and it alone drives 15 to 20 million downloads a month. We give a ton of in-show podcast promotion as well. Theres a sigh of relief from the YouTube people somewhere. Jun Group is a vendor that drives marketing for podcast companies that is targeting mostly gamers, whether those are gamers playing Subway Surfer or people who overindex for the metaverse. It comprises broadcast radio, live events, and a few other things. The other is the digital audio group. Please enjoy this sampling of just a few of the fun, and at times shocking, places season 1 will take you. Is radio the upsell on podcasting for you? I feel like I already know how it went. Discovery bought our company because they were about to go public, and they wanted to have a really strong digital strategy. Thats driven most of our growth in podcasting over the last two, three, four years at the company. I can talk about sexuality or about what trends I do or dont like. 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. This is like a $1,000 CPM host-read ad right here. Its why we widely distribute. This is what the audience wants. Terrestrial radio distribution is a thing that were all very familiar with. No, because podcasting is a decentralized medium insofar as its distribution is concerned. Like you said, yes, targeting is getting harder for digital social media platforms. Its a great question, because Ive been on both sides of that. Podcasting is a mass-reach medium. Score: 4.7 Joshua Dudley Forbes Feb 8, 2019 ".It's Glorious And A Little Low-Key. Oh my God, do you have an Agile scrum podcast? Film series [ edit] I just dont think they get that in a lot of places anymore because of the highly formatted other platforms that theyre making content for. Are you open to video? 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. Theres an engineering team that has maybe 100 people at the back end of all of our digital products. I dont depend on it. There have been moments in the last five to ten years where Facebook has shown real interest in audio, and then theyve backed off the two or three times that has happened, so Im not sure. We do this so no one ever feels like, I havent heard from iHeart in a month. A decent example of this is a program we have called NextUp. Morbid is a true crime, creepy history and all things spooky podcast hosted by an autopsy technician and a hairstylist. Were a very good partner with creators. To try to help with this, iHeart, the multi-platform group, built a product called smart audio thats really cool. We all did it. It sounds like you have things figured out, that you have confidence in your business. Its an audio medium. Everybody in this room has worked damn hard for the last 20 years to get to this point. It has been announced that the Anchorman character will next year release 12 episodes of something called The Ron Burgundy Podcast. I dont know. Podcast star Joe Rogan mocked Donald for attempting to brand Florida Gov. Thanks. 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. He was a great guest, super game to answer the questions, especially in front of a live audience. Its a deep belief in the C-suite across iHeart that podcasting merits a place at the table. Theyll do it for usually one of two reasons. By the way, put TheVerge.com on the home screen of your phone. I think every CEO has but one tool, and its shuffling the org chart to solve problems. 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. Launching in early 2019, the podcast will be co . Fly on the Wall with Dana Carvey and David Spade, Inside Conan: An Important Hollywood Podcast, Charlie Day, Glenn Howerton, Rob McElhenney. Theyre mine. We all are. I look at the companies that have the targeting capabilities. The. 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. Its not a huge focus for us. The last thing Id say is more of a human thing. One of America's most famous fictional news anchors, Ron Burgundy, is back with his own podcast. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Its just a disconnect. I only say this to you because thats how we do that sale. its like having a radio show with magic, or hiring a clown but everyone is wearing blindfolds. It said, Lets do mega deals. That could be worth it, if a creator is that good, you may want to pay that. You could also say that you have a division that might be declining and a division that might be growing at a faster rate. Its been cool. Again, streaming was a really obvious example of this for TV streaming companies. The reason we started this company was because I think he genuinely had a blast making The Ron Burgundy Podcast. This has made podcasting different. We spun it out as its own company, Stuff Media, and very shortly thereafter we realized we needed two or three things to grow a lot faster and get a lot bigger. None of your creators are saying they want to line up subscriptions to take rev shares off the subscriptions? This is very unique. So we launched a company together. I just dont know that we at the NFL are going to get this as right as you guys might, as fast, and we want to partner with somebody really big. Its a very similar model to Pushkin Industries. We were talking about these giant platform companies. "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. Thumbs up or thumbs down, library. The medium. To some extent, you kill creativity and true innovation when you start to reverse-engineer what an asset should be for the content platform its going to be distributed on. "SmartLess" with Jason Bateman, Sean Hayes, & Will Arnett is a podcast that connects and unites people from all walks of life to learn about shared experiences through thoughtful dialogue and organic hilarity. He also co-owns a company with us called The Black Effect, that he 51 percent owns. Ron Burgundy: Host, Writer, Executive Producer. Google and YouTube are awesome. Well, Conal, thank you so much for being on stage, and thank you for answering questions about your org chart. Were like, Hey, you should buy podcasting. As two easy examples, we have multi-year relationships with Malcolm Gladwell and Pushkin Industries and then with the NFL. Youre doing ad injection into the feed? Ron and Carolina interview an actual, real live psychic after Ron gives listeners their horoscopes. Then if they want to, we launch their podcast with iHeart Podcast Network. That was my next question there. It used to be tried and true, my go-to tool, and now it isnt., Audio all-up is a third of all the media we consume.. I have to say people are very excited to hear from you today. Is there any way to actually innovate? The Ron Burgundy Podcast Aug 4, 2022 Peter McIndoe and Tim Heidecker Ron meets with Peter McIndoe to discuss the fact that Birds. We do talk to them. Charts. Hes fantastic. Over the last 10 years, I think it has been a question of them figuring out what they are as a platform and what the next chapter for them should be, whether its the metaverse or just doubling down on making newsfeed better. Yeah. The oldest one, Pierce, is 17. You start to reverse-engineer all the content you make because that works best on such-and-such platform. Its always collaborative with their approval. I think we moved off it too fast and I think its a robust business we should still focus on. I talk to a lot of startup CEOs, and a lot of them who get acquired by big companies. With podcasts, youre talking about promo codes at the ends of the ads, right? Itd be like being able to walk away with your channel. You have a distribution model that is free. 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. 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. The counterexample there is obviously Joe Rogan at Spotify. Youre saying, Oh, theres a seamless back and forth, but surely you must see, Oh, okay. All of our attention is on audio now because of podcasting. CPMs are going up and the quality of the online ad marketplace is going down. Yes. Yes, theres some Apple chaos in the mix, but Google, Facebook, Amazon which secretly has a gigantic advertising operation are all hurting. 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. We pulled in their seven or eight podcasts with the promise that we would market and monetize them better. Also, the medium was exploding. There are huge, great ad agencies like Ad Results, Veritone, and Oxford Road who do great business for performance marketing companies. A nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. Yeah, youre right. We havent even discussed the trust issues that are very real on social media. They had seven or eight podcasts that they were making. Yeah, we do too. Its really that simple. [1] [2] [3] A podcast series, The Ron Burgundy Podcast, produced by Big Money Players and written by Jake Fogelnest, with Ferrell reprising his role alongside Carolina Barlow, aired for 57 episodes across four seasons on iHeartRadio from February 7, 2019 to August 19, 2021, with a fifth season in active development. Whereas if I were to decide to stop distributing or making content on my YouTube channel, my brand just goes away. I didnt know if it would work, but these shows started to pop one after the other because of the broadcast radio promotion that we were giving them. 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. Ron has his good friend Lonnie Jenkins, famed jingle writer, on the pod to get a littletipsy, and sing some songs. The Ron Burgundy Podcast podcast - Listen online for free The Ron Burgundy Podcast Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! I think its high attentiveness at scale with partners that weve been able to maintain so far. I also think theres a new thrust in influencer marketing. Because you have this new platform thats incredibly cool, and lots of great creators using it, and its 80 million Americans a week. Go follow Conal on TikTok, its great. You should subscribe to it. Perhaps its because there is nothing broken in the distribution and monetization model today. We tell stories through human conversation, more than anything else. 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. They could have published them on YouTube. We saw a shift from performance marketers or direct-response marketers into bigger brands thanks to ad tech evolving fast in podcasting. Facebooks interest has grown and waned and grown a bit on podcasts. Then, up and coming Tim Heidecker joins him to preview some of his latest standup. See omnystudio.com/listener for privacy information. Some of their podcasts include "The Ron Burgundy Podcast" and "Chelsea Handler: Life will be the Death of Me." The deal also allows teams to do their own podcasts that can be distributed . Add to My Podcasts. It was a packed house and a great time. I have nothing else to say. Our partners at Work x Work. We started a company with Will Ferrell called Big Money Players. 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. We're not thrilled about it, but the show will launch on the iHeartPodcast Network in early 2019 featuring Burgundy himself. At the iHeart Network, we have about 70-ish shows in the iHeart Podcast Network that drive over one million monthly downloads or more some of them way more. New episodes come out every Monday for free, with 1-week early access when you join Amazon Music or 1-week early and ad-free for Wondery+ subscribers Huge exclusives, Spotify got whatever out of it, we dont know how Joe Rogan feels about it. 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." The longer answer is, were in an odd economy. Sixty percent of podcast listeners have bought something because theyve heard about it on a podcast. After two or three years of just running the podcast division, I was made the CEO of the digital audio group. Does that worry you? When we launched a company like The Black Effect with Charlamagne, we had huge annual sponsors that were deeply ingrained in that company. 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. 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. 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!. Its not that theyre bad people. In the Big Money Players network, comedic talent like Langston Kerman or Carolina Barlow are right alongside folks like Bowen Yang, Nikki Glaser, or Eric Andr. 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. I could try to convert people to a different platform to keep that audience relationship going post my YouTube channel.