In our continuing series about the future of podcasting, today we check in Robin Kinnie. Robin is the President of Motor City Woman and Audio Engineers of Detroit. Here’s what she thinks of 2019 and what she expects in 2020.
PBJ: How would you summarize podcasting in 2019?
Robin Kinnie: Podcasting in 2019 was ramped up! I’ve never seen so many national podcast tours. It’s like for the past couple of years, we were all going up a rollercoaster and 2019 is when we reached the top and now we’re all trying to hang on! This is not to say that we are in a free fall – far from it. 2019 included many twists and turns and I’m excited to see what 2020 brings.
PBJ: What surprised you the most about 2019?
Robin Kinnie: Since I began speaking more publicly about podcasting, through articles, workshops and speaking; it surprised me how much of a response I received. People of all ages and skillsets now are checking out podcasting. This is great since I believe that podcasting is the great equalizer and more people need to come into the fold.
PBJ: What three things do you expect to happen in 2020?
Robin Kinnie: I expect more podcast platforms to launch creative monetization strategies. (Everyone is trying to be the “Netflix” of podcasting…) I expect that more brands will consider podcasting as a marketing tool. I also expect to see more cross-promotion of podcasting into our everyday lives. Already, we’re starting to hear radio commercials for podcasts.
PBJ: There seems to be some anger toward radio getting into the space. Isn’t it a good thing that more players – no matter where they come from – are joining the podcasting craze?
Robin Kinnie: I think that the media industry is big enough for numerous players. We can all learn from one another. I predicted years ago while speaking at a Google Detroit event that we will be able to listen to podcasts through our radios. That time is now and is only going to increase. I’m all for it. Radio brings more accessibility and discoverability for podcasters. My only question is who then is “programming” or selecting which podcasts to play, and to whom?
PBJ: Will subscription models survive the long haul?
Robin Kinnie: That depends on how long of a haul. In the short term, I believe subscription models will survive only if the content is valuable and, more importantly, the consumer values it.
PBJ: What will advertisers think of podcasts over the next 1-3 years?
Robin Kinnie: I speak with people in the ad industry regularly about advertising on podcasts. We’re all still figuring out the best methods to incorporate ads into a podcast. But, I think there is room for everyone to be satisfied – the advertisers and the podcasters. Advertisers will have to find a way to identify podcasts that fit within their target market. In turn, podcasters will have to be mindful of the ads they choose to share with their listeners.