Steve Lickteig has the monumental task of ensuring that CNN’s podcasting content is as compelling and trustworthy as its news broadcasts. Gina Garrubbo leverages the value of NPR being one of the most trusted brands in the world to entice sponsors. These two highly respected executives spoke with me spontaneously during the recent Podcast Movement conferences held in Washington, DC, on all things podcasting for a well-rounded Episode 25 of Insider Interviews. The Multifaceted Role of a Podcast Executive When asked about his daily responsibilities, Steve Lickteig explained how an Executive Producer has to be multifaceted: "It'll be a mix of editorial, listening to shows and giving notes, conceiving of new shows or new ideas within shows... plus meeting with the sales and marketing sides of the organization." Given the need for synergy between the editorial and business aspects of podcasting, "You have to know everything — from making the show to understanding the download numbers and marketing attached to it." For example, he emphasized that because listeners are “making a very conscious decision to listen to that show" that intentionality translates to high engagement and trust, which are invaluable for both content creators and advertisers. The payoff has been clear, as he shared his pride over the growth of such shows as “Chasing Life with Dr. Sanjay Gupta” and especially creating a franchise off the popularity of “5 Things.” Those, along with shows like Anderson Cooper’s “All There Is” (and, as I got to mention in reference to my brother - who worked on the show for 15 years!, "The Situation Room"), offer brands lifestyle content that feel “safe” if they are headline-averse. Balancing Content and Advertisements The good news is that CNN attracts a bevy of advertisers. The challenge Steve and I – and later Gina and I – discussed is the industry having to ensure podcasts keep a governor on their ad load. CNN’s approach with their podcasts is to try to keep it low to maintain a listener-friendly experience without turning podcasts into commercial radio. Elevating Public Media with Gina Garrubbo Gina Garrubbo, CEO of National Public Media, illuminated how NPR handles sponsorships in a way that's respectful to both the content and the audience. "Rather than a commercial interruption, you’ll hear that NPR's programming is made possible by client X who brings you Y," she explained. This approach aligns with NPR's mission to provide fact-based journalism – importantly, without a paywall -- creating what Gina calls a "halo effect." That serves their highly curious and engaged audience well – those “who want to understand the world around them," she said. That kind of environment is attractive to creators, and she was thrilled to share the news of Ira Glass and "This American Life" joining the stable recently, to the SRO attendees' equal pleasure with his keynote with fellow NPR podcaster, Rachel Martin, at Podcast Movement! Ira Glass Keynotes Podcast Movement with NPR's Rachel Martin "Eighty percent of our audience says that they consider NPR personally important to them," Gina shared, That enthusiastic audience also infers significant trust and appreciation on NPR's sponsors, pointing out the impact verified through various brand lift studies. Brand Safety and Trust Talking about brand safety, Gina pointed out that NPR does not shy away from covering hard news but maintains a respectful and non-combative tone. "We don’t pit guests against each other, and there's a lack of sensationalism," she explained. This makes NPR a safer environment for sponsors, even amid a turbulent political landscape. And, by the way, they don’t even take political advertising!

A witty and wise conversation with John Vilade, head of sales at Premion, began with a chat about changes in the royal family: as in the old “Content is King” adage...and why John bows to the customer. That led to a deep dive into the “ad-vantages” of streaming media. John explained new research out of Premion and Advertiser Perceptions that revealed significant trends in ad spend shifting towards streaming and away from traditional media channels and increases in CTV budgets overall. (See links and download their survey results for free, here!)   He has a knack for explaining complex concepts like targeting, programmatic buying, and brand safety in a way that's warm and relatable. That dovetails with Premion’s goal of simplifying streaming advertising for local and national spot advertisers -- acting as a 'liberator' for local advertisers, making advanced advertising techniques accessible.    We also touched on the competitive landscape, including how Premion has innovated with their own demand-side platform to enhance inventory acquisition and control. The discussion on FAST channels spotlights just how much they’ve grown (see above: "Customer is the Judge"!) and how crucial they're becoming for advertisers. John’s take on the political advertising landscape was interesting especially considering the power of local there, too; he shared more stats and facts from the Premion Political team's research with Campaigns & Elections.  John's extensive career journey took him from leveraging his New Jersey roots to land his first ad sales gig in Waco, Texas (you’ll have to hear that story!), on to his impactful roles at NBC (with a nod to David Zaslav for making a smart hire) and then Hulu. John's career has kept pace with the dynamic shifts in our industry, leading him to be really savvy about OTT and CTV in today’s market.  His jokes about earning his grey hair notwithstanding, he is a bona fide beloved industry resource. But as he explains, he has always been a voracious consumer of trade publications as a way to keep a step ahead, and to help his customers thrive. He's the right man for the job at Premion, which is part of the larger Tegna organization, home also to LockedOn Podcast Network and more.  On a personal note, I still didn’t get to why John owns a hay farm in Texas but I appreciate that he is a big Dead head! This adds a layer of understanding as to who he is as a person, but it's his belief in “purpose” (which he defines as maintaining a promise between giver and receiver), whether in business transactions or personal interactions, that reveals just what drives him in life and at work. John leaves us with valuable advice on career growth (think "empathy") and staying ahead in the ever-evolving media landscape... oh and which Detroit Tiger player he is cheering on and why! Don't miss this episode filled with insights, personal stories, and professional wisdom.  The personal and the professional insights of John Vilade, Premion KEY MOMENTS: 00:00 Introduction and the new “Royal Family” (of Content) 00:50 John Vilade: Head of Sales at Premion -- Fun and facts from his Career Journey 04:59 Understanding Premion and Its Role in OTT Advertising 07:11 Budgets and Eyes Shift to Streaming and CTV 12:36 Programmatic Advertising and Brand Safety 18:46 Premion's Innovations and Market Differentiation 21:49 Why the Fast Rise of FAST Channels 23:46 Political Advertising in Local and Streaming Campaigns 26:15 Personal Insights and Mentorship 33:44 Brand Purpose and Personal Values 36:12 What We Want to Watch Next! Connect with John: https://www.linkedin.com/in/johnvilade/ 

In this bonus episode of Insider Interviews, I'm narrating an article I published in trade pub, The Customer, on how podcasting drives real love... and emotional connections. I'll describe a  personal story about how my podcast actually helped a friend find love! But it's really more about the importance of humanizing content and creating brand appeal.  I explain my approach that generates this kind of response form guests: Getting Angie Hicks, John Vilade, Cherian Thomas and Lou Paskalis to laugh! Learn about the power of branded podcasts in raising brand affinity and engagement, supported by research from Signal Hill Insights. And the article -- and this episode -- highlights the effectiveness of podcasts in creating deep, parasocial bonds with audiences and exactly why authenticity and quality production are critical for building brand loyalty. Research and quotes are included from Sounds Profitable, Signal Hill Insights, JAR Audio's Jen Moss, Heather Osgood of True Native Media... and you'll learn who I personally fangirl about. (Are you listening, James Cridland?! See you at Podcast Movement 8/19/24!)  Read along at https://bit.ly/PodcastingForLove or watch the video on my YouTube playlist of Insider Interviews. Or just do what resonates in those ears: sit back and listen!  Brand Lift Research If you love Insider Interviews, please add a review on Apple, Spotify or your favorite platform... and share the love of this show with friends!  Key Moments: 00:00 Introduction and Episode Overview 00:45 A Personal Story: How Podcasting Drives Love 02:26 The Power of A Personal Touch in Podcasting 04:22 The Impact of Branded Podcasts on Brand Fans and Listeners 06:51 The Physical and Emotional Connection of Sound 08:42 Building Brand Love Through Good Production and Quality Ads 09:43 Conclusion and How to get your OWN Branded Podcast from Moss Appeal! Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal Threads: https://www.threads.net/@insiderinterviews “X”: https://www.twitter.com/insiderintervws (And you can support this free podcast at https://www.buymeacoffee.com/mossappeal or https://truefans.fm/fans/mossappeal )

Insider Interviews host E.B. Moss engages with Phil Andrews, the dynamic CEO of USA Fencing - recently named a "40 under 40" among sports CEOs. Phil's journey is remarkable—coming from the UK to turn around USA Weightlifting and now making waves in USA Fencing. Think “British Ted Lasso”, not just because of his optimistic outlook on life, but also for his knack for turning niche sports into mainstream successes. Phil shares his innovative and data-driven marketing strategies that have significantly boosted revenue, sponsorships, and membership... including the NGB's award for diversity and inclusion, support of NCAA scholarships, and how these efforts have been woven into the fabric of USA Fencing. He emphasizes, "Our job is to help people find their way to grabbing the sword for the first time," showcasing his approach to growing the sport. For example, one tactic, 'Fence Across America,' will bring the excitement of fencing to major U.S. cities simultaneously with the Paris Olympic Games on TV, making the sport more accessible to all. He also unravels the complexities of Olympic and Paralympic sports sponsorships... and the very terminology of the sport itself. Towards the end, we take a personal turn. Phil mentions how he and his wife, Jessica, support causes like Boarding for Breast Cancer. On a lighter note, despite discovering a distant family connection to the host, Phil explains why he told Sports Business Journal that “Insider Interviews” is his favorite podcast! Hear more about Phil Andrews' significant contributions to niche sports, his innovative marketing strategies, and his genuine commitment to making sports accessible and exciting for everyone. Allez!

Meet 17-year-old Braden Blacker, who is disrupting the creator marketing industry and already managing billions of monthly views, (yes, while still in high school.) He shares his journey from childhood entrepreneurialism to working with top influencers – from The Botez Sisters to Sketch -- on platforms like YouTube and Twitch. Also in Epi 22 of Insider Interviews, host E.B. Moss features more insights captured during the May 2024 Streaming Media conference in New York – from Braden on a panel with senior media executives, to EShap founder Evan Shapiro on the intricacies of the CTV (connected TV) landscape...and where ad money is coming from... and going to. Hint: think YouTube again! Get practical advice on leveraging trends, creating impactful content, and understanding the backend of social media. Perfect for anyone looking to understand the future of media and influencer marketing. 00:00 Introduction and Recap of Episode 21 01:47 Evan Shapiro on the Connected TV Landscape 05:40 Meet Braden Blacker: The Teenage Media Prodigy 08:43 Braden's Journey: From Childhood to Media Strategist 12:28 Building a Career in Social Media Management 17:40 Insights on Trends, Content Creation, and how Mr. Beast does it! 23:36 Future Plans and Final Thoughts on Digital Marketing Best Practices

Media cartographer Evan Shapiro and renowned author/digital strategist Robert Tercek join host E.B. Moss to discuss what’s essential for surviving in the world of CTV, and embracing AI to thrive in the content arena. These enlightening discussions on the challenges and innovations facing the media industry were recorded at the Streaming Media Conference in New York, and spotlight the potential of AI to revolutionize content creation while ensuring human ingenuity thrives. Evan Shapiro unpacks the current landscape, emphasizing the need for interoperability to keep CTV companies competitive against tech giants like Amazon, Google and Walmart – let alone YouTube. Then, educator/futurist Robert Tercek weighs in on our attitudes and use of AI. From the controversial use of copyrighted works for training AI to the widespread anxiety of job loss due to automation, are we too fearful to notice what's truly important? Tercek argues that these issues might be distractions from the more pressing opportunities at the intersection of AI and media. He makes a passionate case for embracing AI as an empowering creative tool, not a threat. Hear Tercek's balanced perspective on AI's possibilities in media: "There is potential where you might use the AI likeness of a performer to do reshoots. That would be a win for everybody because the artist would get paid, the film would get finished, and they'd be able to fill in the shot." Get insights on the future of interconnected platforms, AI's role in content creation, and ensuring advances enhance rather than diminish human creativity and jobs. (Part 2 offers more insights from Evan, and 17-year-old Braden Blacker who is already leveraging digital media full time to “disrupt the creator economy.”) Key Moments: 00:00 Introduction to Insider Interviews 01:13 Evan Shapiro on Media Industry Insights 03:36 Interoperability and CTV Success 08:58 Robert Tercek on AI and Media 10:42 Controversies in AI: Copyright and Jobs 15:41 The Positive Potential of AI 21:12 Blended Authorship and Copyright Evolution 26:03 AI's Role in Creative Expression, the Future of Writing and Screenwriting 31:28 Synthetic Voice and AI in Media 35:53 Opportunities and Ethical Considerations in AI Please leave your review, and share!

President/CEO of Triton Digital, John Rosso, joins podcast host E.B. Moss in an upbeat and interesting conversation as they move from fun nostalgia over their shared work history in radio, to Triton's own history of playing a pivotal role in shaping the digital audio space...and the future of audio ad tech. Rosso shares his unique perspective on the industry's transformation overall, including how Triton, as a first-to-market game changer, offered dynamic ad insertion and programmatic audio advertising. The two also touch on the challenges of navigating digital audio advertising, Triton's global impact on content management, advertising technology, and audience measurement to leveraging platforms like YouTube. Even the cautionary tale of synthetic voice. With Moss’s trademark style of the personal mixed with professional, and the dry wit of Rosso matched with his deep institutional knowledge, Episode 20 of Insider Interviews makes for a compelling conversation that elicits laughs and plenty of learnings around the evolving world of audio. Key Moments: 01:16 The Evolution of Media and a Media Career: From Radio to Digital Audio 03:47 Demystifying Triton Digital: The Backbone of Online Audio 06:48 Pioneering Ad Insertion and Programmatic Advertising 09:58 Global Reach, Local Impact: Triton's Diverse Audio Ecosystem 12:31 Monetization and Trends in Digital Audio: From Local to Global 16:44 Contextual Advertising and Brand Suitability 20:29 The Future of Audio: Synthetic Voices and AI Developments 29:11 Best Practices for Audio Advertisers 35:24 Radio's Public Service Power and Personal Insights

Hear from the Angie behind Angi - the home services powerhouse formerly known as Angie's List. Imagine being a shy recent college grad and launching a service business -- by knocking on doors.... Now imagine evolving it into an international corporation. Angie Hicks describes this remarkable entrepreneurial story – and why she is encouraging others on their own business path – in the skilled trades. Oh, and why she would never encourage anyone to try to hang wallpaper with their spouse! Marketers will appreciate this informative conversation around Angie's 25+ year story of brand building, innovative growth strategies, and how tenacity can make all the difference in scaling a startup into an industry leader.  It's fun to hear how Angie applied scrappy early stage local marketing tactics --  and the difference it made when she placed her first major media with an NPR sponsorship that helped explode the brand's early visibility! Everybody said that little ad wasn't going to work, but you know what? It worked. And the phone started ringing, and we started selling memberships. And within the year, a thousand homeowners had joined in Columbus. Maybe I was a fearless marketer that I was willing to try anything. Gotta love audio. It’s part of why Angie is now hosting her own podcast, "Trade Up with Angi," which I'm proud to have produced through Moss Appeal, with Steve Lack as expert editor. Trade Up with Angi Podcast art - Epi 1 Why? The Angi goal was, and is, to help homeowners get home projects done well.  But it's also to help home service professionals grow their business, and podcast lets Angie, now Chief Customer Officer, continue her customer conversations and spotlight some inspiring pros who speak to how rewarding – and  well-paid  -- the trades can be.  We talk a lot about being entrepreneurs, but we don't talk enough about the local plumber being an entrepreneur, which they absolutely are. From Angi's corporate milestones – including the rebrand in 2021 – we truly get the insider’s scoop on leadership philosophies to brand evolution, nurturing connections, and the power of grit, ingenuity and keeping people at the core of your business. But it's clear her warmth and approachability are hand carved into Angi's community-focused culture.  I loved hearing Angie's personal musings on a growth mindset, purpose-driven leadership, the value of building relationships, and just when she realized she needed to build a relationship with an expert for her own home projects!   People in the trades really like what they do and I think that's something we should be talking about more, especially with GenZ: it's really important for them that they find real value and satisfaction in their career, and I think the trades can be a great option. And, I do not think AI is gonna take over the trades any time soon. -- Angie Hicks Chapters: 0:00 - Angie's Origin Story: From Door-to-Door in Ohio to IPO 3:45 - Early Marketing Wins: Newspapers, Trade Shows and NPR 08:54 - Launching 'Trade Up With Angi' Podcast (with Moss Appeal!) 9:04 - Making it Personal: Staying Connected Through Team & Customer Relationships 11:36 - Angie's Own Evolution: From Co-Founder to Chief Customer Officer 13:57 - Strategic Rebrand: Unveiling Angi and Expanded Service Offerings 20:47 - The Value of Considering the Skilled Trades, Being a Part of the Community and Leading with Purpose

Take a dive deep into the evolving landscape of podcast monetization and technology. Host E.B. Moss captures the pulse of Podcast Movement Evolutions, bringing on-the-fly conversations with three industry trailblazers who are shaping the future of podcasting -- with AI, Adtech and advances in monetization. First up, Justine Benjamin, the global head of marketing for Adswizz and Simplecast, part of the SiriusXM family, shares her expertise on simplifying the complex ecosystem of podcast technology. She discusses the strategic union of Adswizz's enterprise-level monetization platforms with Simplecast's podcast hosting and distribution services. Justine's insights on global trends and the need for education to bridge the ad dollar gap in podcasting are invaluable. Next, podcast hall of famer Todd Cochrane, CEO of Blubrry Podcasting, unveils new AI-driven production tools designed to streamline podcast planning, production, and promotion. Their innovative 'Vid2Pod' service is a game-changer for YouTube-first creators, allowing them to effortlessly transform video content into bona fide audio podcasts. He also shares his optimistic outlook on podcast growth and the unique opportunities for creators in today's market. Lastly, Sam Sethi, entrepreneur and podcast industry expert and journalist, introduces us to 'TrueFans'—a platform he founded to enable microtransactions for podcasters. Sam demystifies the concept of 'sats' (fractions of Bitcoin) and the 'value for value' model, which allows direct financial appreciation from fans to creators. He also discusses the potential of a new advertising model that rewards listeners for their time and attention, fundamentally changing the way we think about podcast monetization. This episode is a must-listen for anyone interested in the intersection of technology, monetization, and the future of podcasting. Join E.B. Moss as she uncovers the latest trends and tools that are redefining the podcast industry, one microtransaction at a time.

Another Podcast Movement show is coming up -- the "Evolutions" version, out of Los Angeles, with a focus on creators. I'll be sharing some takeaways from that conference in an upcoming episode. But in the meantime, here's a repeat episode to get you in the mood, with still highly valuable info gathered in June '23 during the main PodcastMovement conference - with a focus on the business and production. You'll hear all about how a “holistic” approach applied to the business of podcasting helps leverage all aspects of it to drive growth. In this episode of Insider Interviews I spoke with three phenomenal experts during the conference in Denver who explained this holistic approach. Bryan Barletta, Partner, Sounds Profitable Bryan Barletta and partner and research guru Tom Webster have been making waves in the audio industry with their advisory services focused on growing audience and revenue for podcasters. (You heard me speak with Bryan Barletta on Insider Interviews three years ago and with Tom when he was at Edison Research.) Bryan described his aim to carve out a home for all podcast pros, to educate and elevate the industry. He emphasized that podcasting deserves to be treated as its own channel, optimized based on how people listen. “We’re entering the ‘why’ phase: ‘Why uniquely podcasting? Why start here?’,” he posited. The answer? “The ad tech, the mindset, the education is now here. And that's why we need to treat it as its own channel and not try and tag it onto other channels to find its own value.” Bryan expects now, at 20 years in, we're finally entering the “2.0 era” where ad tech and mindsets are catching up to podcasting's distinct value. How can we look at measurement objectively? What is the truth behind “churn”? Bryan describes the biggest opportunities and challenges in the business of podcasting, including the status of programmatic. Then, in an unexpected question tossed at me, we discuss the opportunity for political ad messaging in podcasting.... Sample Slide from "The Podcast Opportunity" Study - Sounds Profitable Paul Riismandel, Chief Insights Officer of Signal Hill Insights Paul Riismandel joined the founder of Signal Hill Insights, Jeff Vidler, last year in the appropriately named role of Chief Insights Officer. The growing company is an audio-focused research firm that provides custom insights for publishers, broadcasters, and advertisers. Paul was very vocal about holistic campaign measurement -- versus siloed or, say, just performance-driven approaches -- that looks across placements, platforms, and creative together to “really have an apples to apples comparison." Their bread and butter is brand lift studies – the positive changes that can be attributed to ad exposure. Those studies help spotlight factors like creative and planning to better uncover why a campaign succeeds or stumbles...and matches that with insights around perception and elements like awareness, favorability, consideration, and purchase intent. He also highlighted the key role of creative and its absolute impact on brand lift. Advertisers can easily make assumptions when an ad performed well – or not – in a particular show. It could, Paul notes, perform differently across different podcast genres. Or it could be the creative, if one host or one message just didn’t resonate. Test. Rinse, Repeat! Ken Lagana, EVP of Digital Sales at Audacy Ken Lagana brings the perspective of a multi-platform warrior. After years in digial media, he spent most of the last decade heading up sales for all things audio at content and entertainment company, Audacy – which has production expertise via their Cadence13 and Pineapple Street Studios divisions, extensive OTA (over the air) stations, digital audio and  events and, of course,