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. I think they know the effect, long-term, that you have when you stop marketing. I think the value of that creative playground to a creator, that is really free and really permissive, cannot be underestimated. I will say one more thing. The Ron Burgundy podcast is back for season two, starting August 8th! IMDb is the world's most popular and authoritative source for movie, TV and celebrity content. Its not the kind of game that is usual in this industry. 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 debut on February 7 with subsequent episodes to post each Thursday. Does that worry you? Is that how it goes when you talk to these folks? And yeah, a lot of it is Bob Pittman, and his partner, Rich Bressler, and our head of finance, Mike McGuinness. Theyll overcomplicate in order to camouflage something they probably shouldnt have done. Just SKIP them, also they complain about the live audience which I get but I doubt theyll change it. Ron and Carolina get advice about how to navigate the dark web. We have a few minutes left. Thats driven most of our growth in podcasting over the last two, three, four years at the company. 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. The oldest one, Pierce, is 17. And that will lead to conversion for something else for you? I want you all to download the iHeartRadio app. The first episode of season 4 has dropped on the iHeartMedia Big Money Players network. I want to come to exclusives and to consolidation. In my opinion, I dont think we would be where we are as an industry otherwise. Whereas if I were to decide to stop distributing or making content on my YouTube channel, my brand just goes away. That's it. The easiest example for me is Charlamagne tha God hosting a show called The Breakfast Club out of Tribeca every morning. Are you doing that math? A very special episode discussing the difficulties of bullying with a 10 year old girl. The tales he unfolds and his interview with a criminal psychologist are positively bone chilling. We have talked about a lot of your shows, and we have talked about all of the new things youre doing. Then if they want to, we launch their podcast with iHeart Podcast Network. Episodes. Hes going to start this journey now of trying to get into college. I just get a little bit defensive or protective about the other 3,000 shows. We are a mass-reach medium. Bob Pittman can buy Stuff Media and say, You know what? We're not thrilled about it, but the show will launch on the iHeartPodcast Network in early 2019 featuring Burgundy himself. In around 2008, I was the general manager of a company called HowStuffWorks.com, and we were acquired by Discovery Communications. Whats your best TikTok meme? What is the audio drama today? Its not that being inside Discovery was bad, it was just different. Will Ferrell was like, Please, please stop running so many ads.. 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. Ill answer it this way. Morbid is a true crime, creepy history and all things spooky podcast hosted by an autopsy technician and a hairstylist. We all did it. Nothings perfect, but its pretty close to perfect. Youve had a lot of different kinds of careers; youve had to make structure decisions, you have to make video decisions. We all are. Again, streaming was a really obvious example of this for TV streaming companies. Its finally arrived. I think its real. 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. Cut to 10 years later, and that has become almost as and in some ways more successful than the source of it, the website. Oddly, no. But if you listen to this room over the course of the day, weve probably said podcasting is in its infancy 100 times on this stage and in the breakout rooms. Glass-walled conference rooms where they just come up with funnier promo codes? 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 . 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. Fast, cheap, and good. 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. Some of this is obvious. As that has happened, this thing has come along called audio. I think thats creator psychology, like, Actually, sometimes its more important for me to have a large listener pool than it is to have a big check. Some of the press recently has focused on that, and I think its smart. Podcast star Joe Rogan mocked Donald for attempting to brand Florida Gov. We have shows with video, like Stuff They Dont Want You to Know, and its awesome. Show Monocle 24: The Foreign Desk, Ep Explainer 355: Ron DeSantis vs Disney World - 1 Mar 2023 Also, subscription models usually come with exclusive or windowing of content, which I think youre starting to see with creators. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack O'Brien, Miles Gray . They want to do a really good job. The other is the digital audio group. A million monthly downloads or more is a ton. Don't act like you're not impressed. There were lots of things that moved what were initially experimental marketing dollars from those big brands and holdcos into permanent marketing dollars. But yes, weve seen that convert. Will Ferrell stopped by almost all of the late-night TV shows to promote the second season of the Ron Burgundy Podcast, . 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. Were a very good partner with creators. The short answer is, no, were growing. Yeah. His last remarks drew laughter and claps from co-workers. Our job was really simple. There is a product lead; Uta Knablein is our chief product officer. He also co-owns a company with us called The Black Effect, that he 51 percent owns. Hes like, I want to get as much audience as possible. Yeah. This thread is archived Stuff You Should Know is usually up in the 40s. It was like, The optimal video is this length, and you have to open with this thing and close it with that.. I really just keep going back to this notion that its perfect the way it is. Theyll do it for usually one of two reasons. The longer answer is, were in an odd economy. You should buy streaming. A nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. Be a startup, or is it something that you did? This may be cheesy, but they seem to be genuinely in love with the medium, like we all are. It has been announced that the Anchorman character will next year release 12 episodes of something called The Ron Burgundy Podcast. I understand where we sit in the pecking order in terms of cume. Make more shows, make more great content, and level up the stuff that youre doing.. Are you programming across to the radio, saying, Were going to run ads for our podcast on the radio, and youre going to come listen to it? 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. Fly on the Wall with Dana Carvey and David Spade, Inside Conan: An Important Hollywood Podcast, Charlie Day, Glenn Howerton, Rob McElhenney. 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. We do all kinds of advertising models with Malcolm and his team. We pulled in their seven or eight podcasts with the promise that we would market and monetize them better. Producers: Whitney Hodack, Jack O'Brien, Miles Gray, and Nick Stumpf, Political History with Doris Kearns Goodwin. Just simplicity. They could have published them on YouTube. The core fundamental, pretty consistent business model of podcasting is a rev share model. Release Calendar Top 250 Movies Most Popular Movies Browse Movies by Genre Top Box Office Showtimes & Tickets Movie News India Movie Spotlight. Is that part of your business affairs team, just selling the IP out? You own the radio stations and you program them. Thats the only difference so far. In the producing realm, she has worked with Will at his production company Gloria Sanchez for 6 years, and is clearly well versed in the notion of marrying comedy with romance in ways that captivate an . Conal and iHeart Digital earned that success by doing some unconventional things. Like you said, yes, targeting is getting harder for digital social media platforms. 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. Carolina Barlow: Co-Host, Writer, and Producer. We taped this episode live at Hot Pod Summit. I dont see it in podcasting, and maybe thats why Im not super concerned. The broadcaster, 65, who has spent nearly 16 years at the news channel, said . But I also think it fundamentally tripped up a little as a business model. The marketing team is like, What are you doing?, Yeah. ChatGPT will eat us all. Carolina Barlow: Co-Host, Writer, and Producer. The reason I ask that question all the time is because Im always curious. You can feel however you want about it, but we all did it. 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.. Weve talked with Ashley a lot about this. This is what they do really well. But Ill talk you through why. We tend to think and work sequentially. This one seems like its much more real, and you have a terrestrial radio business that is undergoing its own massive change. Each episode has a diff Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Thats loosely how its orgd out. No. I know. 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. Is it just Bob Pittman being like, Chaos reigns. In this podcast, Ferrell discusses his opinions on various topics and shares his thoughts from Ron's point of view. They do it like an hour a day. To many in the industry, that seemed pretty disingenuous. 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. A favorite episode from Season 1, now with a translator track telling us what was actually being said in Spanish. We are interested in video. The way to do that was to create two segments in our company. Are you on the side of having a wide distribution and using that to convert against whatever your other business is? Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Thats where the VC money went. He founded it in a Duke University dorm room, and now hes found his way into podcasting. Every single question is about org charts. Were going to build the podcast business by running Will Ferrell at you until youre sick of it, because we control that inventory and we control that distribution.. Because if youre launching new stuff, youve built the archive, you built the library. Google and YouTube are awesome. Radio and podcasting have very different constraints. What is your framework for making decisions? 2023 Big Money Players and iHeartPodcasts. On this distribution I make this. The standard Facebook line is, Okay, youre going to find your customer. They had seven or eight podcasts that they were making. 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. Do I think were mature enough to have all of the things that a big, respectable, grown-up-table business should have? Hes fantastic. iHeartMedia came along and offered us two or three things specifically. Its also how we got here. They were really good storytellers; they could take anything from air conditioning to artificial intelligence and tell a story about a topic. Its what we do. See omnystudio.com/listener for privacy information. 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 Fog Ron is joined by a live band as he attempts to record a theme song for the Ron Burgundy Podcast. In fact, it was always there, but now it has exploded. We tend to think we have to do things sequentially. It makes sense to me why a platform like YouTube, which is a wonderful platform in many ways, would smartly say, This is some of the best content in the world, wed like to distribute that. But its a different business model, and you just have to be aware of it. No Longer So. The Ron Burgundy Podcast Aug 4, 2022 Peter McIndoe and Tim Heidecker Ron meets with Peter McIndoe to discuss the fact that Birds. Co-produced by Funny Or Die, the 12-episode "The Ron Burgundy . Are you converting off the radio? 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. If any of you are buying bus ads, please let me know, because Im dying to know how it works. Broadcast radio is a highly formatted media type. Will Ferrell has started a podcast as the character he played in the movie of the same name. Hopefully the truth will be revealed during the first season of the newly announced The Ron Burgundy Podcast. It hasnt yet hit this moment of reverse-engineering from the platforms its on. Those three things let us go from 2018 to 2028 in our own trajectory almost overnight. Burgundy Rubber Tree (Ficus elastica) Plants with dramatic foliage have continued to evolve as an ongoing houseplant trend, and that won't change for 2023. You brought up SEO. I fell in love with this medium 10 years ago. Just before we started, I was looking at your website. It is possible to that extent, but its hard to convert to a new platform. Big Money Players and iHeartPodcasts. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. 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. I want to start at the beginning. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. We have a whole newsletter for podcasters. 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!. Ron Burgundy is going live in the next season of his iHeartMedia podcast. Sometimes they just shuffle it to create change. Facebooks interest has grown and waned and grown a bit on podcasts. I think some of that is because a lot of the folks who are in power at marketing companies were also in power 10 years ago when the last major downturn happened, and certainly two, three, or four years ago when COVID-19 hit. I can go on as long as I want.. I can get all three, all the time. 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. 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 newest mass-reach media just happened, and it is called podcasting. Eighty million Americans a week listen to podcasts. Then, up and coming Tim Heidecker joins him. / Sign up for Verge Deals to get deals on products we've tested sent to your inbox daily. The Ron Burgundy Podcast - Podcast Addict The Ron Burgundy Podcast - via Podcast Addict | Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Its because of the venture capital money. Two really different examples. This is like a $1,000 CPM host-read ad right here. Youre the CEO of iHeart Digital, which is a big company with a long history. One is really good companion content to a lot of the shows theyre making for Netflix. I think that its okay to innovate over here, and with the direct response folks, they innovate in their own way. Credits:Ron Burgundy: Host, Writer, Executive Producer, This episode was Engineered, Mixed and Edited by: Nick Stumpf. After two or three years of just running the podcast division, I was made the CEO of the digital audio group. The Ron Burgundy Podcast: With Will Ferrell, Carolina Barlow, Peter Dinklage, RuPaul. There is nothing broken in the podcast distribution and monetization model today. We're all in a glass case of emotion. Everyone else in this room is like, We have to make TikToks because that is the future of all podcast marketing. Sorry, Im making TikToks. Are you doing that? You got it. The money you might get from overserving the Spotify audience or doing marketing on Spotify to get downloads does not necessarily result in the same return. The day before, I was with Publicis. This "momentous moment" will mark the return of the legendary anchorman himself, Ron Burgundy, who has been delighting fans all over the world since the hit movie Anchorman was released in 2004. This changed everything for podcasting. Its a lighthearted nightmare in here, weirdos! 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. Theyre just trying to grow their audience while youre selling the ads. We wanted access to that to shout really loudly about the stuff we were doing. I think our stats were something like never more than 1 percent, 2 percent, 2.5 percent of our downloads in any given month. Theyre mine. We predicted it to some extent, we felt that it was coming in 2018 or 2019, but that certainly helped. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! If you were to just run the audio on YouTube, and say theres a YouTube audience here, its probably a very different return based on how that ad model works. YouTube is a good example of this. via Podcasts. Thats a super good question. You should start one. It has been a pitfall of digital media from day one. Each. Its worked for them for 10, 15 years. Are you saying, Its actually billions of podcast impressions? If you just describe to me the constraints of any distribution platform, I can tell you what youre going to get. It has brought in underrepresented creators like nothing else weve done. If anything, were making that more of a focus and paying more attention to it in the last two or three months. Discovery bought our company because they were about to go public, and they wanted to have a really strong digital strategy. Broadcast radio is a mass-reach medium still today. I do. Weve all seen this, so Im not saying anything privileged. Do you worry that you dont have the same control? "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. Oh, its right here. Big Money Players and iHeartPodcasts. Everything, I promise you, is simpler than you think. The only reason we have that number is because of broadcast radio marketing. Up or down on NFTs? Its probably cheaper to buy those shows, it might be cheaper to produce those shows. Ron and Carolina talk with Game of Thrones Peter Dinklage about his favorite poems. 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. 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. He has a certain energy and vision about him, where hes able to run large companies as if they were startups. 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. Go follow Decoder on TikTok, its great. Ninety-five percent. We felt like we were really onto something with podcasting, but we wanted to accelerate it 10 years ahead fast. 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. Were in total control there. Its not like a low-engagement medium. We all get it by now, painfully. Usually, yeah. No, for real. Reviews. Were starting to use words like cohorts instead of one-to-one targeting. Its confusing and its less effective. Launching in early 2019, the podcast will be co . Its not mutually exclusive, first of all. Is that present for you? Ive always thought about it. Go follow Conal on TikTok, its great. A friend told it to me a year or two ago. Im very interested in the derivative work potential of podcasts. The second thing we do is spend a lot of time focusing on every show that we have on our network. To answer your other question, if this industry were to wholly move to a platform like Facebook or YouTube, its a different platform. So he had a similar trajectory, and hes a wonderful guy. Its that whole waterfall versus agile thing. Promote. Im going to get in trouble too, just like you are. Its why those guys initially were the first people to jump into podcasting, because the only kind of marketer that doesnt need your data is a direct response marketer. This year, were all talking about YouTube and video podcasts. Live it up. 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. 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. It was a packed house and a great time. You have this relic now, that is a podcast limited series of what this language means to this guy and why he captured it in a podcast. I didnt think I would have or need a robust business affairs department two years ago. Do you convert people to Apple Podcast or to Spotify? We dont care. 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.