Podcaster/Journalist Brian Reed Questions Everything in Pursuit of Journalistic Integrity; Nielsen Changing Radio Measurement; Barney’s Podcast Debut
The Media Roundtable is back! This week we’re bringing you a hard-hitting story featuring a unique, journalistic perspective on the landscape of audio and media.
Daniel Granger (CEO & Founder, Oxford Road ) sits down with journalist Brian Reed , (Host of S-Town , The Trojan Horse Affair , Producer for This American Life ) to talk about Brian’s new hit podcast Question Everything , 7 years in the making.
Back in 2017, Australian journalist Gay Alcorn criticized S-Town as being “morally indefensible” . After brushing off that criticism, Brian Reed did something extremely clever… he sat down for an in-depth chat with Alcorn in the Question Everything podcast pilot.
Together, Dan and Brian discuss: the origins of S-Town and Question Everything , ethics and bias in storytelling, journalistic principles for advertisers, and more. Let’s dive in.
“There's interesting data that's been coming out suggesting that podcasts and hosts are the most trusted figures in media.”
Intellectual Honesty ?? - In a divided world, feedback is the breakfast of champions. If you or your brand receive criticism, listen and look for ways to bring it into a larger conversation. You could even be like Brian Reed and bring one of your biggest critics onto your show…
Journalistic Limitations ?? - Good stories aren’t always good for everyone. Just because a hot-button topic appeals to your audience, doesn’t mean there might not be collateral damage. Choosing which elements to include or omit in your story is a careful balancing act. In Brian’s words, “You're always trying to minimize harm while serving the public interest.”?
The Power of Audio Storytelling ?? - With great audio power comes great responsibility. The growing trust in podcast hosts over other media formats is likely part of a bigger trend toward people seeking knowledge from individuals more so than institutions. Like a solid journalist, hosts and advertisers can benefit by deeply exploring how they interpret, incorporate and communicate factual information.
For audio and storytelling insights that will prepare you for the future, check out the full episode below.?
The Classifieds
I Serve at the Pleasure of the President
Network: Soundrise ?/ Monthly Downloads:? 270k
While President Bartlet is long gone from the White House ??, lovers of Aaron Sorkin’s The West Wing are still rapt to discuss his administration all these years later. The West Wing Weekly ran for four years (half as long as the actual show) and was a huge DR top performer before and after it published content. In tandem with the upcoming election, the gang is getting back together to talk about their favorite political films and how those films affected their lives. The limited series will be running consistently through October and has multiple sponsorship tiers for those interested. The show has historically been extremely brand safe, despite the fact it covers diverse topics in realms often seen as controversial. Past strong performing advertisers on this TV & Film stalwart are highly recommended to rebook. We want YOU, and we want you to click below for more info.?
I Love You, You Love Me
Network: Connecticut Public Media / Monthly Downloads: 300k
For those of you who skew older, the following may serve as a colorful reminder of a time long gone. A time when your kids annoyed the $%#@ out of you with the musical antics of a big purple dinosaur (btw: nowadays he’s a popular primetime voiceover artist often chosen by Oxford Road clients for their character ads). For those residing in the next generation, you’re in for a treat. Connecticut Public Media is distributing and producing a new limited series about everyone’s favorite purple buddy: Barney the Dinosaur. Barney & Friends made their debut in 1992, spearheaded by the same folks now revisiting the show 30 years later. Special guests include well-known actors, executives and child psychologists, who along with music director Bob Singleton , collectively try to explain and revel in the joy of Barney’s young faithful and loyal fans. The show will be hosted by Sabrina Herrera , well-established journalist and improv comedienne, who will also provide PE for all of her ad reads. Clever girl, you’ve discovered the end of the classifieds and, hopefully, the purple-people-pleasing link below.?
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In Case You Missed It
Spotify is Embracing Video Podcasts; Should You?
Spotify's 2024 Fan Study shows a growing shift toward video podcasts, with 40% of new show streams involving video. Video podcast consumption surged by 88% from July 2023 to July 2024, reaching 170 million users globally. Retention rates for video podcasts are higher, with smaller shows benefiting the most. Two-thirds of users switch between video and audio formats throughout the day, while Spotify encourages creators to embrace video without focusing on perfection. The fact Spotify’s “podcast fan study” is focused on video, tells us a lot about where the network either sees or wants the future of podcasting to go. However, wrestling market share away from YouTube —the current go-to for video podcasts—will be a major challenge.
Radio Measurement Changing in 2025
尼尔森 plans to enhance its Portable People Meter (PPM) system in 48 markets by reducing the time needed to credit quarter-hour listening from 5 to 3 minutes. This change could boost AM/FM radio listening by 24% in PPM markets and 10% nationally in 2025. CAOs, from this report, you might wonder if radio listenership has suddenly surged. The answer is no—it’s a change in measurement methodology, not the audience. This adjustment could lead publishers to be more bullish about pricing—or an even further reduction in radio ad spend, as agencies and marketers might believe fewer spots are needed to achieve the same TRP delivery under this new ratings methodology.
Podcast Inspired Toys - Just in Time for the Holidays
Wondery has launched a new line of toys inspired by the popular kids' podcast Wow in the World . The Wondery Kids & Wow in the World collection features innovative STEM kits, dinosaur figurines, and audio-play toys that combine hands-on learning with fun. The toys, created in partnership with brands like Thames & Kosmos and Goliath , allow kids to listen to companion audio from podcast hosts Guy Raz and Mindy Thomas while they play. You can shop the entire line now on the brand-new Wondery Kids Amazon storefront and in select stores. The strategy of launching toys from entertainment properties is certainly not new. The TV and Film industry have been doing this seemingly forever. However, launching a toy line from a podcast ventures into uncharted territory. Maybe 亚马逊 is onto something.
#SaveTheLiveReads
Circling Back With My Boots On
Straight out of Austin, reppin’ the best boots in the Lone Star State and well beyond, is this week’s #STLR featuring a BIG “howdy y’all” for Tecovas ! Best friends and Circling Back hosts Dillon Cheverere , David Ruff , and Will deFries deliver a boot scootin’ live read for their longtime favorite cowboy boot company, Tecovas . The trio’s history as Tecovas- wearin’ enthusiasts exhibits a trust listeners can rely on, as they reminisce about a memorable in-store video promotion experience last year. Their substantiation hooks listeners into an audio/visual imagery deep dive of their recommendation for Tecovas . With this in mind, it’s safe to say the boys of Circling Back have aced the Oxford Road values of History: Anticipate the future by understanding the past, and Influence: the success of our work is measured by the actions that follow. Thanks to mindful research by our Oxford Road media team,? this pairing of podcast and brand exemplifies how to improve scale and assure a long and prosperous partnership.?
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