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Podcasting Beyond the Download | Casey Adams, Listener.com #673

Podcasting Beyond the Download | Casey Adams, Listener.com #673

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In Episode 673 of the New Media Show, host 2017 Podcast Hall of Famer Rob Greenlee welcomes Casey Adams, founder and CEO of Listener.com and host of The Casey Adams Show, for a timely conversation about how podcasting, video, social content, advertising, and new media measurement are rapidly converging. For more than 20 years, podcasting has relied heavily on RSS feeds, downloads, and audio-first measurement as the foundation of distribution and advertising value. That still matters, but the media environment around it has changed dramatically. Shows now are distributed across Apple Podcasts, Spotify, YouTube, social video, newsletters, clips, livestreams, and direct audience communities. Audiences may call it all a podcast, even as the industry continues to debate its technical definition. Casey brings a founder, creator, and investor perspective to the discussion. He started podcasting as a teenager, interviewing founders and entrepreneurs, and later built MediaKits.com before moving into podcast analytics with Listener.com. His current work focuses on helping modern publishers understand how a single episode performs across audio, long-form video, short-form clips, newsletters, and social platforms. Rob and Casey explore why the term “podcast” now means different things to different groups. To many longtime industry professionals, podcasting still points back to RSS-based audio distribution. To many younger listeners and viewers, it means a format: a recurring show, often conversational, often video-enabled, and consumed wherever attention already exists. The conversation centers on one of the biggest questions facing podcasting and new media right now: How do you measure the true value of a show when the audience is no longer in one place? Rob and Casey also discuss why the download can no longer carry the entire weight of podcast measurement. A single episode may now generate value through an Apple Podcasts listen, a Spotify stream, a full YouTube view, a YouTube Short, a TikTok clip, a LinkedIn post, an X post, a newsletter mention, and a brand integration that travels across all of those surfaces. Each platform counts activity differently. Each platform has its own audience behavior. That makes reporting, sponsorship value, and campaign analysis more complex. Casey explains Listener.com’s concept of episode clusters: grouping the full set of related content around one episode so publishers and advertisers can see the larger cross-platform reach and performance. Instead of treating the audio file as the entire campaign, an episode cluster recognizes that one conversation can become long-form video, social clips, newsletter content, and multiple ad touchpoints. We also discuss the rising influence of creator-led media companies. Examples like TBPN, Jomboy Media, Substack’s media activity, and venture-backed new media brands show how independent shows and creator-driven networks are increasingly competing with legacy media for attention, trust, and advertiser value. The conversation explores why companies, CEOs, investors, and major brands now seek to control their own narrative through podcasts, owned shows, and trusted media relationships. We also examine the advertising side of this shift. Brands want better campaign reporting, but they also want context. A host-read placement, a social clip, a full video episode, and a newsletter mention should not all be treated the same. Modern publishers need tools that let them demonstrate the full value of their media ecosystem without flattening every metric into a single misleading number. Meaning for creators. Being a podcaster may no longer fully describe the work involved. Modern show builders are becoming media operators. They need to understand production, audience behavior, platform distribution, brand positioning, analytics, content packaging, and trust. The technical meaning of podcasting still matters, but the audience meaning matters just as much now. For creators, networks, agencies, and brands, Episode 673 offers a clear look at the next stage of podcasting: a media business built around trusted shows, distributed everywhere, measured more intelligently, and no longer limited to downloads. Topics Covered in This Episode: 00:33 Why podcast measurement is changing 01:00 Moving beyond the download 01:44 RSS, streaming, and modern distribution challenges 02:42 Introducing Casey Adams of Listener.com 03:37 Casey Adams joins the show 04:17 What Listener.com is trying to solve 05:00 AI-powered analytics for modern podcast publishers 05:41 Casey’s podcasting origin story 06:30 Interviewing Larry King and learning from media legends 07:18 Larry King’s warning about rejecting new media trends 08:04 From MediaKits.com to Listener.com 09:15 Rob’s early podcasting and radio background 10:04 Why the industry struggles with change 11:00 Does Casey still consider himself a podcaster? 12:00 Podcasts as a format, not just a ...
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