Broadcasters’ take on Podcasting: Round Up from RAIN Summit West


Broaecaster turned podcaster Tom Leykis said his podcast is less like traditional talk radio and more of a social network, where fans are invited to events that he hosts. (Photo Peggy Miles)

Broadcaster turned podcaster Tom Leykis said his podcast is less like traditional talk radio and more of a social network, where fans are invited to events that he hosts. (Photo Peggy Miles)

I recently attended a broadcasting industry convention in Las Vegas and shared these key findings with the Los Angeles radio community on popular website LARadio.com  I wanted to share this with you, too!

The best part about attending NAB in Las Vegas is going to the RAIN Summit West (Radio and Internet Newsletter) leading into the show. This one-day conference offers ways in which both Internet and traditional (AM/FM) broadcasters can use digital technologies to promote their brand.  It’s held in a single ballroom at the convention hotel, making it easy to find people you know and meet new friends.

 

Here are some key takeaway points from RAIN Summit West:

    • Survey results on in Car listening: For those driving cars model years 2009 or older – 67% said they listen to AM/FM channels the most. But, the numbers are lower for people who drive cars that are year 2010 and newer: only 47% of those surveyed say that they listen primarily to AM/FM channels. That’s because the newer cars likely have an adapter to plug in wireless devices. (Larry Rosin, Edison Research)

 

      • Wonderful podcasting panel headed by Norm Pattiz of Podcast One. Norm calls this ‘the golden age of podcasting’ and likens the industry to the early days of traditional radio when programmers were still trying to figure out what kind of content would draw listeners.

 

      • Pattiz likened podcasting to using a DVR to record TV shows. Once you start using it, you won’t go back to ‘traditional’ media consumption. He also said he’s seeing more big brands (such as Geico, Burger King) entering the podcast advertising market.

 

      • Pattiz mentioned several revenue streams for podcasting including advertising, subscriptions, product placement, merchandising and personality endorsements
Valerie Gellar, Lisa Osborn, Susanne Whatley at the RAIN Summit West Las Vegas 2015.

Valerie Gellar, Lisa Osborn, Susanne Whatley at the RAIN Summit West Las Vegas 2015.

      • Tom Leykis was on the podcast panel – Leykis said his podcast was less like traditional talk radio and more of a social network, where he could invite fans to events. Leykis said making money in podcasting was all about engaging the ‘true fans,’ the P-1s were his bread and butter.
      • Leykis gave props to NPR for being ahead of commercial radio in rolling out a rich library of podcasts, offering narrowed down well produced content.
      • Panelists suggested chopping long form talk radio shows into smaller slices, offering digital listeners interviews and shorter segments, rather than posting the entire show in a single podcast. (Although Leykis doubted that many commercial stations would pay someone $40k a year to make this happen).
      • In his ‘state of the industry’ address at the end of the day, RAIN Summit West founder Kurt Hanson said, except for Pandora, the online radio listening audience will remain flat for the next several years. Hanson likened today’s Internet broadcasting to the ‘great divide’ of days past. Hanson said that’s when the FCC made broadcasters do more on their FM signals than simulcast their AM stations. Hanson says FM radio took off only when listeners could hear something that they weren’t already getting on AM.

 

One more interesting note – this year is the first time since 9/11 that NAB attendance topped 100,000 people.

 

DRONES were also big at this year’s National Association of Broadcasters (NAB) convention – both on the show floor – and in NAB sessions, with panels talking about the future of using drones for news gathering, and the legal aspects of using them now and in the future.