A serious problem for just about anybody with a podcast nowadays is the problem of discovery. As increasingly more publishers spend money on podcast manufacturing, it’s turning into tougher to seek out and develop an viewers. At A+E Networks, a method of overcoming this concern is thru cross-promotion — each internally and externally.
Cross-promoting your podcast and different podcasts remains to be the best strategy to discover a new viewers.
Jessie Katz, vp of audio programming and podcasting, A+E Networks
“Cross-promoting your podcast and different podcasts remains to be the best strategy to discover a new viewers,” stated Jessie Katz, vp of audio programming and podcasting for A+E Networks, on Wednesday on the This Weblog Publishing Summit in Key Biscayne, Fla.
A+E Networks has 13 podcasts, with a mixture of companion podcasts to TV reveals on A&E, Lifetime and Historical past channels; spin-off podcasts from these reveals and unique podcasts.
A+E Networks markets its podcasts to its massive tv viewers, with coordination by the advertising and marketing groups that help the corporate’s podcasts and TV reveals.
“We get plenty of airtime, with promos and bumpers and lower-thirds selling our podcasts,” Katz stated. On the podcast facet, “we at all times reserve promotional area on our podcast to advertise our on-air initiatives and specials and premieres.”
Because of this, A+E’s podcasts typically expertise a spike in listeners for not less than a couple of weeks when the reveals get promoted on TV. “For instance, we'd see a 40% spike in listens after we promote a podcast on-air. That may peter out, however we’ll nonetheless retain possibly a 10-15% improve in listenership after that,” Katz stated.
This tactic doesn’t at all times work, Katz admitted, and A+E remains to be testing out this technique.
We at all times reserve promotional area on our podcast to advertise our on-air initiatives and specials and premieres.
Then again, touchdown offers with different manufacturing corporations and platforms “has been enormous for us,” Katz stated at DPS. A+E Networks works with WNYC and Cadence13 on a few of its podcasts, that are “corporations that have already got their very own huge, very engaged audiences,” and content material alignment, Katz stated. Working collectively has “supercharged” A+E Networks’ efforts, by bringing collectively manufacturing and gross sales assets.
Partnerships are additionally useful in getting podcasts to achieve a bigger viewers, Katz stated. Each corporations can promote the reveals they’re making collectively, in addition to run promos for different reveals in their very own networks. Podcasts which might be co-produced discover an viewers “quicker” than people who don’t have a associate, Katz stated.
However the trade-off is sharing income with another person. A+E Networks makes cash from its podcasts with promoting, particularly adverts which might be host-read and dynamically-inserted, or programmatic adverts that run in unsold stock.
A+E considers plenty of components earlier than it decides to usher in an outdoor firm: whether or not or not the present will be produced internally by A+E Networks’ small in-house crew, the place the mental property is coming from and the way a lot cash every associate will put into advertising and marketing the podcast, Katz stated.
“These issues are all the professionals and cons we weigh after we take into consideration how a lot income we’re prepared to share,” she stated. However coughing up a part of a podcast’s earnings is value it, if it means reaching a “very massive viewers,” Katz added.