A Broadcaster's Perspective From PodX

This is an archived page from 2019. Find out more

(By Fletcher Brown) To podcast or not to podcast? That was the question on my mind when I walked into Nashville’s first PodX Podcaster’s convention this weekend. Podcasting has been around for quite a few years, but I only discovered my love for the format within the last five. If you feel like everyone has a podcast, or wants a podcast, you’re not too far off. My understanding of the medium is through the lens of a broadcast radio professional, but podcasting is an industry unto itself. Conventions for podcasters are becoming more common, and now Nashville has one. So, as an aspiring podcaster myself I took this opportunity to find out what I didn’t know about this medium.

The event had two main tracks: a fan track featuring popular podcasters talking about their projects, and a pro track for current and aspiring podcasters. Add three days of live show tapings the attendees can be a part of, and you have plenty to fill your day. The first panel I attended was a live taping of an existing podcast, Curious Nashville: Live, hosted by Nashville Public Radio’s host of the Curious Nashville podcast Tony Gonzalez. His panelists included JR Lind of Nashvillescene.com, food columnist Jennifer Justus at dirtypages.org, and historian David Ewing of nashvillehistoryontour.com. An interesting look at the city then and now, but I decided to focus on the one thing on all of our minds: how do I make money with this?

Let’s be honest, no matter how much you love that thing you do somewhere in the back of your mind you’re thinking, “Can this make me money?” With podcasting the answer is “sometimes…but it depends”. Or at least that how it seems. Several panelists were award winning podcasters with long careers in the industry, and this is their day job. They are quick to stress that they are by no means the rule, rather the exception. One panelist, Libsyn’s Rob Walch estimates existing podcasts number around 700,000+, but of those only about a third of those are actually active within the last 90 days, meaning being regularly updated. So why is that? Why do people come into podcasting only to fall away again shortly after? Is there a magic formula for making money as a podcaster? What am I missing? There was only one way to find out: ask lots of questions.

Day One

The most difficult part of any conference is choosing which panels to attend. You can’t see them all. PodX did a good job spreading out session topics, keeping the lengths to one hour, with a 20-minute buffer between sessions. There will always be overlap, so you just have to prioritize on the front end. The PodX App did a great job of laying out each panel and using push notifications to alert you when your selected panels were coming up.

My focus became how to create, grow, and maintain an audience, and how to monetize that. This lead me to “Beyond Ads - 5 Ways To Make Money With Your Podcast," hosted by Stitcher’s Sarah Breitenother. The session gave a breakdown of the range of revenue streams podcasts can create: ads, merchandise, live events, subscriptions, and various exclusive content offered only by the podcaster; the revenue stream that works best for your podcast depending on your model.

Next was the Patreon panel, “Earn A Living Through Podcasting” featuring successful personalities discussing their methods for turning their podcasts into full-time jobs. Lead by co-hosts of “True Crime Obsessed” Patrick Hinds and Gillian Pensavalle, with “Lore” creator Aaron Mahnke. Each offer subscription options through the Patreon platform, and achieve great success. “Lore” has even transitioned into two seasons of a television program on Amazon Prime. The takeaway: people will pay for the content you create, and that can cover the cost of tools and time spent researching, each gaining from these revenue streams in their own way. Focus on creating great content, and then choose the monetization method that fits.

So what about creating great content? ”It’s All Been Done: Why Ideas That Have Been Done Before Are Still Worth Trying” attempted to answer that. Six panelists, including award-winning podcaster and author Aaron Mahnke (Lore, Unobscured), and Says Who co-host Dan Sinker. If you’re struggling with how to do (yet another) true-crime podcast, don’t get discouraged because there are so many. It’s a popular subject and the audience is definitely there for you. Create your content in your voice, and listen to your audience feedback. If what you’re doing doesn’t work for them, they will tell you. The important thing is not to copy but to create similar content in your own voice. As one panelist pointed out, how many books can you find on the same subject? It’s all about your creative voice.

Okay, so I have an idea of how to make money (maybe) and how to approach my subject. Is there a blueprint for this? Aaron Mahnke’s workshop “Rules for a Successful Podcast” offered qualified guidance. Over the last four years, Aaron has launched three successful podcasts: Lore, Unobscured, and Cabinet of Curiosities. Lore is now a television show on Amazon Prime, and he’s still growing his brand exponentially. His advice was simple: consistency, planning, and managing expectations. If you’re excited about what you’re doing, success will come to you.

Fletch Brown is the Operations Manager at WXFL and WLVS in Florence-Muscle Shoals and can be reached by e-mail at fletch@kix96country.com

Comments:

David Hooper - Jun 1, 2019

I was there and I’m sorry we didn’t connect. Hopefully next time!

David, I am sure we will next year!Look forward to making your acquaintance!