Podcasting's Bartlett Effect, and your weekend betting tips
On Wednesday, I accidentally sent a photo of me wearing an ‘oodie’, with one bare foot, pretending to be a baby climbing up some stairs, to a client WhatsApp Group that includes esteemed Pulitzer-Prize winning former Guardian Editor Alan Rusbridger. How’s your working week gone?
Since we last spoke, I took one Friday off for Easter and then another one off for being in Center Parcs. Clara did a grand deputising job and even sneaked ‘throuple’ under Michaela’s nose for a second time. This makes me very proud. Now though, I’m back at the helm of this newsletter and ready to dispatch some flaming red hot podcast related news.
Steven Bartlett’s Big Podcast Move
Steven Bartlett – the cool Dragon and host of The Diary of a CEO – has thrown a hand grenade into the podcast world with the launch of ‘Flight Studio’ , a heavily backed podcast growth platform which promises to create podcast brands that contribute to a happier, healthier, whole human experience. It’s all about video-first shows across YouTube and social media and the first figureheads include Davina McCall, neuroscientist Dr Tara Stewart, and the most beautiful man to have ever guested on a Fresh Air podcast (as judged by the production team) Paul C Brunson. There will be more, and the intention is obviously to create a network of like-minded purposeful presenters and shows that can harness each other’s followings, cross-promote each other, build together, and incubate smaller shows to reach the same heights. This works in the same way that Goalhanger has built its own ecosystem and is now starting to welcome third party shows to the family. Think Steven Bartlett instead of Gary Lineker. More inspirational quotes. Fewer crisps.
The duo behind the day to day running of the operation are ex Acasters and long time friends of Fresh Air - Georgie Holt and Christiana Brenton . They’ve clearly spent months planning the venture, and practising how to pose in a cool deserted brick warehouse. They’re two of the smartest cookies in the industry, and with the profile and funding Steven brings, they’re definitely going to have a huge impact on podcasting over the next few years.
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With Love From Caaaa-tier
Listeners to the New York Times’ ‘Modern Love’ podcast will notice some very lovely Fresh Air produced content over the next few weeks. As podcast production partners to the NYT, we’ve produced a family of 60 second sponsor slots for Cartier as they celebrate the centenary of the Trinity Collection .
No we don’t get paid in jewellery. No we don’t get a discount.
The creative features brilliant short love stories, told by ordinary people, ranging from romantic love to parental love to the love of strangers and friends. We hear tales of meaningful hand squeezes, whirlwind romantic trips to Lisbon, and a husband who expresses his adoration for his wife by sorting out her wiring. The campaign was Michaela’s and my excuse to go to New York for a week in February, and we’re super proud of it. Helping ‘normal’ people to tell emotive stories in a short space of time is something audio ads often try to do, but often with very little success. The casting from the NYT, the brilliance of the storytellers and Michaela’s coaxing have produced sometimes tear-jerking beauty.
You may also notice some dulcet tones topping and tailing the pieces with the strap line ‘With Love From Cartier’. Those are the tones of Izzie Clarke – Executive Producer and Fresh Air’s Head of Going To Weddings - who is now the voice of Cartier by virtue of having a lovely voice and being able to say ‘Cartier’ in a way that pleases French people. As much as she would never admit it to his face, Izzie produced the perfect take in the voice over session immediately after she was told to think about her fiancé, Rob. He’s a Masterchef semi-finalist and he’s six feet six inches tall, so of course he makes her voice go all sultry. Modern Love listeners will be the beneficiaries and Cartier’s sales will go through the roof, all thanks to Rob’s dreaminess.
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The RHLSTP
Richard Herring was podcasting well before it was cool. The Richard Herring Leicester Square Theatre Podcast is a perfect example of a host with a super loyal and engaged following, a unique tone of voice, and someone who just sounds like he’s doing it for fun.
So that’s why it’s interesting to read about how he works with brands . Authenticity is everything, from the affinity with the brand, to the delivery of the message and the reaction of the listeners. It doesn’t all have to be people pretending they love a specific type of VPN.
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Annie’s Big Tips
Annie Day is Fresh Air’s Head of Snacks, Chat and Gambling, so this is a big weekend for her. It combines two of her favourite sports – golf with the US Masters at Augusta and The Grand National at Aintree. Here are her top tips for who you should be backing:
The Masters: This is caveated with the fact that Annie refuses to back anyone who is on the Saudi-backed LIV tour. She is therefore discounting a lot of the favourites, and so sacrificing her chances of winning money for her strongly held principles. Good for her, and if that doesn’t help to convince the next John Rahm to turn down $100 million, nothing will.
Annie’s tips are therefore Will Zalatoris (33/1), Tommy Fleetwood (40/1), Russell Henley (70/1) and Si Woo Kim (80/1). These odds were true on PaddyPower before play began yesterday evening so get in quickly before they all miss the cut by the end of today.
The Grand National: There’s only one horse for our Annie, and it’s called Panda Boy at 12/1. I know nothing about horses, but she does, and I take her word for it. Please make sure though, before you place your bet, that you’re backing a horse called Panda Boy and not a panda called Horse Boy. Pandas have a notoriously bad record over the jumps at Aintree.
And please please please if you place any bets on the basis of Annie’s recommendations, get in touch with us and tell us. She genuinely knows what she’s doing. We won’t ask for a cut of the winnings, but we would love to bask in your glory. Please gamble responsibly.
领英推荐
Annie Day masters the art of making golf more entertaining?…
If you’re reading this on Friday, it’s day 2 of the Masters and if you want some fun behind the scenes content from two of the best in the businesses, head to The Chipping Forecast. Hosts Andrew Cotter (BBC Commentator and owner of Olive and Mable ) and BBC golf correspondent Iain Carter are in Augusta recording daily min pods or ‘Chipolatas’. They’ll be joined from the UK by fellow co-host and pro golfer Eddie Pepperell.??
This podcast has mastered the art of mixing golf, humour and nonsense perfectly. I don’t play golf, but I can tolerate watching a bit of it and this podcast has become a firm favourite since it was launched last year. I genuinely laugh each week. Andrew has the driest sense of humour, Eddie pulls no punches on the state of his sport and Iain tries to bring some element of calm. And? from a marketing perspective, if you ever want to know how to do a successful host read, Andrew has got it nailed. I often get halfway through before realising it’s an ad. It’s a real skill few hosts manage but he is proof you can weave them seamlessly and authentically into the content.
?Oli Seymour looks at the man in the mirror...
The legacy of Michael Jackson is an immensely complex one, and Wondery don't shy away from the hard questions in this podcast. The series takes a thoughtful and detailed look back at the singer's life, delving into the disturbing allegations that surrounded him, and the press and police attention that accompanied them.
I'm only a couple of episodes in, but I'm realising how little I knew about this story. In addition to shedding light on Michael Jackson's legacy and the allegations surrounding him, the podcast offers listeners a unique opportunity to reflect on the broader societal issues at play. By exploring the intense media scrutiny of the 1990s and the pitfalls of celebrity culture, the series serves as a reminder of the importance of critical thinking and nuance in understanding complex issues like this.
Think Twice is a podcast tackling a really complicated and thorny issue in a way that seems very measured and thorough. The team get a high level of access, they have some really engaging presenters, and the use of archive is excellent as well.
What we've been listening to this week?
Tom Webster. A while ago, I referenced the work of Sounds Profitable’s study of how podcast listeners respond to ads. Well, Tom Webster presented the findings at Podcast Movement Evolutions - a podcast conference in LA - and you can view the whole thing right here .?
The depth of insight into listener behaviour, and the actions people take after hearing an ad are pretty much unrivalled. Tom does the detail, and we love him for it.
What we've been doing?this week
Picking the mint tea bag out of the box. This week, Beckie - Fresh Air’s Head of Organising Everything Everywhere All At Once - thought her tea was a bit weak. Then she thought it was a bit minty. And then she realised that there was a mint tea bag in the box of her standard Yorkshire Tea Bags. Was this the tea equivalent of the golden ticket, similar to finding a white creme egg? Or was it a manufacturing error in the greatest of all the tea brands? It appears to have been the latter. It ruined her day, and then ruined our days when she told us about it. Mint tea has its place, but not when you’re tucking into a Yorkshire Tea. A filthy minty scandal.