How do you think about audience acquisition then? I told you it was all about org charts, and Im not even to the org chart question yet. Once we were inside Discovery, we suddenly had the air cover of this huge, already global media company, and we could start to experiment a lot with other content types, other stuff. No, for real. Will Ferrell was like, Please, please stop running so many ads, but it worked. At around 3:15 p.m. Monday, 20-year-old Markus Carter was . iHeart does a lot of new things. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. I feel like an early version of the podcast industry was entirely built on host reads for direct-to-consumer brands. We were talking about these giant platform companies. You are describing a mature company. Police in Montgomery County, Maryland seized over 2,000 fentanyl pills during and after a traffic stop, the agency announced Friday. Thats really cool, but its not mutually exclusive. What it allowed us to do, along with a lot of other stuff, was to talk more freely to the market about how well this segment was growing, specifically podcasting. I think we can do all the innovating with different kinds of marketers from bigger brands, bigger budgets, and maybe long-term, multi-year campaigns. We have an app of our own. There has never been a moment in the company that we were sidelined or deprioritized. With podcasts, youre talking about promo codes at the ends of the ads, right? How do you make sure they sustain? Subscribehere! Like you said, yes, targeting is getting harder for digital social media platforms. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! For sure, we deserve and need it. LOTS of podcasts have ads okay? Thumbs up or thumbs down, library. This was a year ago, and so now hes like, Whatever, dude. You take the point. See omnystudio.com/listener for privacy information. They could have published them on YouTube. I want you all to download the iHeartRadio app. Show Monocle 24: The Foreign Desk, Ep Explainer 355: Ron DeSantis vs Disney World - 1 Mar 2023 We spend $120 million a year it was something specific like $113 million a year the last time we said this out loud of our own on broadcast radio valued impressions or commercials to promote our podcasts. One of America's most famous fictional news anchors, Ron Burgundy, is back with his own podcast. If its a jump ball, Id love them to use the iHeartRadio app. I think its real. 246 episodes totalling 170 hours, 51 minutes. Its worked for them for 10, 15 years. Yes, theres some Apple chaos in the mix, but Google, Facebook, Amazon which secretly has a gigantic advertising operation are all hurting. What that meant for us was that we were not the main course anymore, as it were. Will Ferrell was like, Please, please stop running so many ads.. I dont have this concern in podcasting. I also think theres a new thrust in influencer marketing. If you can never get enough true crime Congratulations, youve found your people. Its that whole waterfall versus agile thing. I think its going to be good, and I want to put it in front of many people. Theres no asterisk on the answer back to him. There was a YouTube announcement earlier today. I think some of that is because a lot of the folks who are in power at marketing companies were also in power 10 years ago when the last major downturn happened, and certainly two, three, or four years ago when COVID-19 hit. Yeah. This show is also a podcast where we capture the file, distribute it as an on-demand thing, and then it drives upwards of 15 to 20 million downloads a month. Credits:Ron Burgundy: Host, Writer, Executive Producer, This episode was Engineered, Mixed and Edited by: Nick Stumpf. All Rights Reserved, By submitting your email, you agree to our. Yeah. They want to do a really good job. Join America's favorite . Thats right. All of us do this, including myself. Then if they want to, we launch their podcast with iHeart Podcast Network. I havent found a business model that proves it differently, so I think it behooves all of us to plug that pipe into as many distribution points as possible. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things about people we never knew we wanted to know. We predicted it to some extent, we felt that it was coming in 2018 or 2019, but that certainly helped. We saw a shift from performance marketers or direct-response marketers into bigger brands thanks to ad tech evolving fast in podcasting. I cant find the reason in podcasting. There are iHeartRadio streaming channels that show up on your electronic programming guide on Roku. Those companies are also struggling. Because you have this new platform thats incredibly cool, and lots of great creators using it, and its 80 million Americans a week. Inside iHeartMedia, its an audio company. iHeartMedia came along and offered us two or three things specifically. We dont care. When you say direct response in the context of performance marketing, these are the words the ad agency invented to describe very simple concepts. But no, youre spot on. I struggle to see something broken with this. I want to come to exclusives and to consolidation. Broadcast radio is a highly formatted media type. I can get all three, all the time. Because if youre launching new stuff, youve built the archive, you built the library. I think our stats were something like never more than 1 percent, 2 percent, 2.5 percent of our downloads in any given month. Thats what it sounds like. Ultimately, I think Discovery did the right thing by leaning into more of a streaming strategy for their digital media. Ron Burgundy is going live in the next season of his iHeartMedia podcast. I will test anything. Sign up free 0:00 0:00 Company About Jobs For the Record Communities For Artists Developers Advertising Investors Vendors If youre a creator on YouTube, its a terrific platform and incredibly creative, but you dont own your fan base. The truth is, audio all-up is a third of all the media we consume. No, not really. I just dont see it fixing anything thats broken. This has made direct response brands lives a little harder, because now theres a lot of competition for their best-kept secret in marketing for like five or 10 years. Yeah. There have been moments in the last five to ten years where Facebook has shown real interest in audio, and then theyve backed off the two or three times that has happened, so Im not sure. Over the last 10 years, I think it has been a question of them figuring out what they are as a platform and what the next chapter for them should be, whether its the metaverse or just doubling down on making newsfeed better. Whats your best TikTok meme? Absolutely. The way to do that was to create two segments in our company. I dont depend on it. They take our panel listening on the iHeart radio app, look at it by geo-territory and day part, and they tie it back to the shows that youre listening to on air. Ron and Carolina are terrorized by Gilly The Clown, who teaches us about death. Yes, of course we are. 1 on Apple Podcasts Top 200 in the opening weeks of both seasons 1 & 2. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. iHeartRadio, through its broadcast radio stations, reaches nine out of 10 Americans a month. We were especially interested in it recently because we were launching a thing called iHeartLand, which was basically iHeartMedia as a Roblox map and an island in Fortnite. The oldest one, Pierce, is 17. Is radio the upsell on podcasting for you? She said, On the podcast, its much looser. The math works out with subscription, but Im not sure how it works out with advertising. People are stupid enough to complain about the ads. There are these formats that hit, the things you lead with, but then there is an enormous long tail of stuff. Five Stars. How do you tend to the things in the library that arent the celebrity shows? We have a few minutes left. ChatGPT will eat us all. Are you programming across to the radio, saying, Were going to run ads for our podcast on the radio, and youre going to come listen to it? You talk about that long tail content, this has borne out some of the most amazing stuff weve made. Go follow Conal on TikTok, its great. Are you doing that math? I dont know that well have a big reveal. i want to give the show two stars, but i cant because carolina is a siren and wont let me, also im pretty sure ron would put me on the list. Everyone else in this room is like, We have to make TikToks because that is the future of all podcast marketing. Sorry, Im making TikToks. The culture is not preserved; the nimbleness is not preserved. Thats a really cool medium if only it were video. Podcasting is not video. Our partnership with him is to monetize his shows better than he thinks he could himself, but to also co-produce a whole new slate of shows. Exorcising some demons in Rons man cave. To try to help with this, iHeart, the multi-platform group, built a product called smart audio thats really cool. Ill give two answers. Its because of the venture capital money. Be wide open to new industries and new things inside that industry. When I told him this, I was like, You know, like the blockchain!. What ensues is a genuinely improvised and authentic conversation filled with laughter and newfound knowledge to feed the SmartLess mind. In my opinion, I dont think we would be where we are as an industry otherwise. It didnt hurt that this explosion hit podcasting. A guy did a show out of Alaska where he was one of 20 or 30 people who spoke a dying language. It has been announced that the Anchorman character will next year release 12 episodes of something called The Ron Burgundy Podcast. Standing back and watching how her and the Shondaland audio team work, it seems they want to use this medium to do two things so far. That was my next question there. We also have an original content series we make with IBM called Smart Talks with IBM. I certainly wouldnt be where I am as a podcast network without the support of not just the sales team, but the creative juice of the broadcast radio guys. Im very interested in the derivative work potential of podcasts. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Go follow Decoder on TikTok, its great. Theres this adage for anybody that has worked in video. There are lots and lots of podcast titles, lots of celebrities in the format, lots of rewatch podcasts. Which one of your children is the business affairs group? Well, we have over $100 million a year in broadcast radio marketing. Nothings perfect, but its pretty close to perfect. We also co-own a company with Will Ferrell. Usually, yeah. Hopefully the truth will be revealed during the first season of the newly announced The Ron Burgundy Podcast. Theres a sigh of relief from the YouTube people somewhere. Were like, Hey, you should buy podcasting. The second reason is parallel pathing. I dont know. Thats good. Was there ever the thought, Hey, as long as were getting listeners in the door and making these numbers go up, some of them will convert and stay? I feel like you have a very strong conviction, so I feel like I might know how youre going to answer this, but I do ask everybody this. Weve arrived. We basically built an academy where once a year we grab eight or 10 people. I do. Thats loosely how its orgd out. Everywhere we distribute to today and candidly, where the lions share of our listening happens is on platforms that are all created equal in terms of the economics that flow back to the publisher, in this case, iHeart. This changed everything for podcasting. You get to market all these shows with your massive terrestrial network and your now massive podcast network. It has made conversations with creators really simple, because you can rest assured that at some point in the conversation they will ask, How are we going to distribute? Lets hang with Will Ferrell for a second. We have shows with video, like Stuff They Dont Want You to Know, and its awesome. It has been a player in the audio space across multiple kinds of distribution for a long time. The marketing team is like, What are you doing?, Yeah. About. The day before, I was with Publicis. It has brought in underrepresented creators like nothing else weve done. Following the scary drop, Burgundy made sure everyone was alright and the proceeded to give his review of his recent Cheesecake Factory experience. He had a similar trajectory to me; he came from MentalFloss.com 20 years ago. Oh, its right here. We tend to think we have to do things sequentially. We have experimented with Jun Group across the years. Is that present for you? We are interested in video. Its why we widely distribute. Ron sits down with Boris Johnson and gets into the restaurant business with Guy Fieri. Theyre mine. I mean, aside from the iHeartPodcasts app, obviously. We were a medium-sized website trying to explain everything under the sun through medium-sized articles. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick StumpfExecutive Producer: Mike FarahConsulting Producer: Andrew SteeleAssociate Producer: Anna HossniehWriter: Jake Fog Ron is joined by a live band as he attempts to record a theme song for the Ron Burgundy Podcast. Everything, I promise you, is simpler than you think. I just need answers.. We may not have liked it, but there usually was a problem getting fixed. Some of their podcasts include "The Ron Burgundy Podcast" and "Chelsea Handler: Life will be the Death of Me." The deal also allows teams to do their own podcasts that can be distributed . I hate to answer it so vaguely. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick StumpfExecutive Producer: Mike FarahConsulting Producer: Andrew SteeleAssociate Pro Ron and Carolina take part in a mind expanding interview and meditation session with guru Deepak Chopra. Have you had conversations with Spotify about making stuff exclusive? Thats driven most of our growth in podcasting over the last two, three, four years at the company. The Ron Burgundy Podcast Aug 4, 2022 Peter McIndoe and Tim Heidecker Ron meets with Peter McIndoe to discuss the fact that Birds. One hundred and twenty million a month? Theyre all like, Oh, thank God he said that. I dont pretend to know whats in their heads. No. On the other side of the business, you own the distribution. The. Is there any tension there at all? Cut to 10 years later, and that has become almost as and in some ways more successful than the source of it, the website. That definitely helps, so we jumped in. Co-produced by Funny Or Die, the 12-episode "The Ron Burgundy . Its incredibly collaborative. Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick Stumpf. Barlow is a writer and producer on the show as well as. Hi, Ron Burgundy fans! The Ron Burgundy Podcast will launch on the iHeartRadio Podcast Network in early 2019. On iHeart Media. We realized that maybe our greatest asset was the people who worked there. A third of all the media we consume is just audio. The third thing they let us do was have a sales team. I just dont know that we at the NFL are going to get this as right as you guys might, as fast, and we want to partner with somebody really big. Its a very similar model to Pushkin Industries. He founded it in a Duke University dorm room, and now hes found his way into podcasting. Our business affairs team is busy and accounts for a lot of our growth. Malcolm Gladwell has an existing slate of shows. We give a ton of in-show podcast promotion as well. You got it. Score: 4.7 Joshua Dudley Forbes Feb 8, 2019 ".It's Glorious And A Little Low-Key. It has been a pitfall of digital media from day one. Burgundy Rubber Tree (Ficus elastica) Plants with dramatic foliage have continued to evolve as an ongoing houseplant trend, and that won't change for 2023. / Sign up for Verge Deals to get deals on products we've tested sent to your inbox daily. The allure backwards to radio is that you have true mass-reach audiences, which I think brings them back. Eighty million a week is the more interesting stat to me. Where it tripped up is with these exclusive distribution models that made sense for streaming services, like Netflix, Hulu, and maybe Prime, because they were solving problems. In this podcast, Ferrell discusses his opinions on various topics and shares his thoughts from Ron's point of view. No. Aside from "True Romance", Carolina also co-hosts "The Ron Burgundy Podcast," with the on-screen Ron Burgundy himself, Will Ferrell. A very special episode discussing the difficulties of bullying with a 10 year old girl. I was like, I dont need you to talk more. We also have a digital marketing team, I forgot that in the org chart. Also, subscription models usually come with exclusive or windowing of content, which I think youre starting to see with creators. Youre saying, Oh, theres a seamless back and forth, but surely you must see, Oh, okay. In particular, attaching a 1,000-plus-person sales team to a startup usually goes sideways. Its redemption codes and URL codes. This is the org chart question now. It is possible to that extent, but its hard to convert to a new platform. This is what the audience wants. Terrestrial radio distribution is a thing that were all very familiar with. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things . Listen to Decoder, a show hosted by The Verges Nilay Patel about big ideas and other problems. That is some real Silicon Valley stuff. Youre still getting the full ad load. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. The BD team is livid. The toothbrushes were great. I would say its a broad story across digital media that Facebook wants something, everyone is going to make it, then they will turn off of it and all those businesses will go away. I know. As that has happened, this thing has come along called audio. Then, up and coming Tim Heidecker joins him. It often is. Overall, it was a fun first show that was a little light thematically but should improve with different guests and crazy circumstances allowing Will Ferrell to play around in the style that made him famous." This episode of The Ron Burgundy Podcast is all about the life and times of a true American icon and famous model, oh and also Brooke Shields. [1] [2] [3] A podcast series, The Ron Burgundy Podcast, produced by Big Money Players and written by Jake Fogelnest, with Ferrell reprising his role alongside Carolina Barlow, aired for 57 episodes across four seasons on iHeartRadio from February 7, 2019 to August 19, 2021, with a fifth season in active development. I think its the single thing I am most proud of at the iHeart Podcast Network. New episodes come out every Monday for free, with 1-week early access when you join Amazon Music or 1-week early and ad-free for Wondery+ subscribers NEW YORK - December 3, 2018 - The legendary newscaster Ron Burgundy and iHeartMedia, the No. I talk to a lot of startup CEOs, and a lot of them who get acquired by big companies. Fair enough. That feels obvious to me. Theyre just trying to grow their audience while youre selling the ads. Walk us through what that actually means. What is your framework for making decisions? I love you very much. We all are. I understand where we sit in the pecking order in terms of cume. We love talking about movies, tv shows, and everyth. Live it up. One thousand or so of the sellers that I mentioned sit in the multi-platform group, and they certainly sell all the assets we have. Do you care? There is a product lead; Uta Knablein is our chief product officer. Its a massive amount of the stuff we take in and that we call the media. Yeah, youre right. To put it simply, we have a platform. Some of this is obvious. It has 29, 30 podcasts under it, and it alone drives 15 to 20 million downloads a month. Oddly, no. If anything, were making that more of a focus and paying more attention to it in the last two or three months. Its finally arrived. A company thats like, A lot of action is in business affairs, is a company that has figured out a bunch of stuff. Google and YouTube are awesome. Is this a thing you want to do? Its a great point and question. I have nothing else to say. #moviepodcast #podcast #anchorman #ronburgundy #paulrudd #willferrel Who are we? Theyre killing it right now. My point in answering this way is that he uses this company, to some extent, to find new comedic talent that is the long tail youre talking about. The Ron Burgundy Podcast Play Newest Follow Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Ive just really struggled to understand why you would do that. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we . There was this new-ish thing called podcasting, so we soundproofed some rooms and threw some people in those people being Josh and Chuck, who co-host Stuff You Should Know and several other shows. Huge exclusives, Spotify got whatever out of it, we dont know how Joe Rogan feels about it.