Podcast Hosts Shouldn’t Assume People Hang Through Extended Self-Indulgences
THE MORNING MOUTH, JOCKLINE DAILY, March 17, 2016:
[Jockline Daily] In Steve Goldstein’s latest ‘Blogstein’: How Do You Know They Like Your Podcast Content — he writes, Forever, authors and publishers in the book business had only one metric; books sold. That’s all. It is somewhat analogous to the podcast measurement of downloads. While Amazon and Apple likely collect a good deal of data from e-books, there has not been a comprehensive study gauging a reader’s actual behavior with a book.
Among podcast producers and hosts there is often a prevailing assumption if it was downloaded it was listened to and if it was listened to, it was enjoyed. We know from numerous studies and our own anecdotal habits, that people bail on video in seconds. Time spent on web pages continues to decline.
In broadcast radio, the tyranny of listener tune-out has changed the architecture of many a radio station measured by PPM. In 2015, TV and cable channels produced 409 new shows. That’s up 200 from six years ago. As video choices proliferate, it is being referred to as “peak TV.” Audio is on a similar arc with linear radio, streaming, personal music and podcasts. Listeners find themselves in an era of “peak audio.” Podcast hosts should not assume that people hang through extended self- indulgences, interviews that run too long, topics that are not well targeted, defined or executed. If the podcast isn’t entertaining or informative, the listener votes with stop and/or delete buttons.