The soundbites about podcasting are captivating. “$1 billion in ad revenue in 2020.” “800,000 podcasts in existence.” “90 million Americans listening.” “You can win a Pulitzer!”
It’s all dizzying and exciting for people trying to cash in on the buzz. But some of us on the inside know that the hype and drive towards profit will force a lot of podcasters to decide if they’re a pro or a hobbyist.
I believe that’s a good thing.
First, outside recognition, such as inclusion in the Murrow Awards and Pulitzer Prizes, signals a far more than mere acceptance for the nonfiction, journalistic genres flourishing in podcasting. It means podcasting is seen as a storytelling format on par with the best of what television, radio, and print media have to offer. It also means that podcasting is mobilizing audiences on such a significant level that major forces in media cannot exclude it from serious consideration. All that will legitimize the work that many brilliant independent creators are already doing. It will also extend the prestige of such honors to very deserving legacy producers and their teams.
Second, cross-pollination between media genres (i.e., podcast to streaming, podcast to film, podcast to VR) will encourage creators to think about their ideas as multidimensional, as seeds that can grow across genres and formats. Start with a good story or a fascinating main character and use the podcast to get the timeline and major details down. Then write a treatment for a long-form documentary that expands to important secondary players to get a capacious look at the larger themes at work in the narrative. Follow that up with a screenplay for a fictionalized version of the story in which an unexpected element (a superpower? divine intervention? time travel?) lets the story span generations back and into the future. The possibilities are endless.
Last, the approaching critical mass of sophisticated podcast listeners will come to expect more immersive experiences. That means a t-shirt will have to grow to a live event that will evolve to special access to the creators that will forge a community built around shared values that bind listeners to the show and to each other. Listeners will not be content to be mere passengers on our creative trip. They want to drive sometimes. The wonderful Podcast Brunch Club, with over 60 chapters across six continents, exemplifies the longing for connection podcast listeners feel. Its growth tells us a lot about what’s important when people gather around their favorite shows.
But these are all also among the factors will draw a line between hobbyists and pros.
Podcast hobbyists will experience 2020 as the year of reckoning. While some will be happy to produce an episode whenever they can find the time, others will leave full-time jobs and risk it all in podcasting. They’ll borrow money, drain their savings, and take a creative leap for a chance to be as financially fulfilled as they are artistically satisfied by making shows they love.
Current freelance podcast producers will find co-founders and go boldly together where each dared not go alone. They will incorporate, demand reasonable contracts, charge late fees, and reference knowledge banks like Werk It’s What Podcasting Pays Now and AIR’s Code of Fair Practices. They will take on technical and narrative challenges that will shed further light on what our genre and format can do. They will push their creativity to remain competitive but also raise their level of difficulty to stand out. And podcasting will be better for it.
I’ve seen signs of this change coming for two years as I’ve make the rounds at industry events and worked with some of the best producers and editors in the field. They’re poised to assert their worth as podcasting matures and monetizes its way into the mainstream.
The soundbites about podcasting are captivating. “$1 billion in ad revenue in 2020.” “800,000 podcasts in existence.” “90 million Americans listening.” “You can win a Pulitzer!”
It’s all dizzying and exciting for people trying to cash in on the buzz. But some of us on the inside know that the hype and drive towards profit will force a lot of podcasters to decide if they’re a pro or a hobbyist.
I believe that’s a good thing.
First, outside recognition, such as inclusion in the Murrow Awards and Pulitzer Prizes, signals a far more than mere acceptance for the nonfiction, journalistic genres flourishing in podcasting. It means podcasting is seen as a storytelling format on par with the best of what television, radio, and print media have to offer. It also means that podcasting is mobilizing audiences on such a significant level that major forces in media cannot exclude it from serious consideration. All that will legitimize the work that many brilliant independent creators are already doing. It will also extend the prestige of such honors to very deserving legacy producers and their teams.
Second, cross-pollination between media genres (i.e., podcast to streaming, podcast to film, podcast to VR) will encourage creators to think about their ideas as multidimensional, as seeds that can grow across genres and formats. Start with a good story or a fascinating main character and use the podcast to get the timeline and major details down. Then write a treatment for a long-form documentary that expands to important secondary players to get a capacious look at the larger themes at work in the narrative. Follow that up with a screenplay for a fictionalized version of the story in which an unexpected element (a superpower? divine intervention? time travel?) lets the story span generations back and into the future. The possibilities are endless.
Last, the approaching critical mass of sophisticated podcast listeners will come to expect more immersive experiences. That means a t-shirt will have to grow to a live event that will evolve to special access to the creators that will forge a community built around shared values that bind listeners to the show and to each other. Listeners will not be content to be mere passengers on our creative trip. They want to drive sometimes. The wonderful Podcast Brunch Club, with over 60 chapters across six continents, exemplifies the longing for connection podcast listeners feel. Its growth tells us a lot about what’s important when people gather around their favorite shows.
But these are all also among the factors will draw a line between hobbyists and pros.
Podcast hobbyists will experience 2020 as the year of reckoning. While some will be happy to produce an episode whenever they can find the time, others will leave full-time jobs and risk it all in podcasting. They’ll borrow money, drain their savings, and take a creative leap for a chance to be as financially fulfilled as they are artistically satisfied by making shows they love.
Current freelance podcast producers will find co-founders and go boldly together where each dared not go alone. They will incorporate, demand reasonable contracts, charge late fees, and reference knowledge banks like Werk It’s What Podcasting Pays Now and AIR’s Code of Fair Practices. They will take on technical and narrative challenges that will shed further light on what our genre and format can do. They will push their creativity to remain competitive but also raise their level of difficulty to stand out. And podcasting will be better for it.
I’ve seen signs of this change coming for two years as I’ve make the rounds at industry events and worked with some of the best producers and editors in the field. They’re poised to assert their worth as podcasting matures and monetizes its way into the mainstream.
M. Scott Havens First-party data becomes media’s most important currency
Jeff Kofman Speed through technology
Juleyka Lantigua A changing industry amps up podcasters’ ambitions
AX Mina The Forum we wanted, the forum we got
Carrie Brown Engaged journalism: It’s finally happening
Laura E. Davis Know the context your journalism is operating within
Mira Lowe The year of student-powered journalism
Jeremy Gilbert and Jarrod Dicker A call for collaboration between storytelling and tech
Imaeyen Ibanga Let’s take it slow
Rachel Schallom The value of push alerts goes beyond open rates
Moreno Cruz Osório In Brazil, collaboration in a time of state attacks
S. Mitra Kalita The race to 2021
Cristina Kim Public media stops trying to serve “everybody”
Eric Nuzum Podcasting finally creates another mega-hit show
Brian Moritz The end of “stick to sports”
Richard Tofel A constraint of the reader-revenue model emerges
Bill Grueskin Our ethics codes get an overhaul
Don Day Respect the non-paying audience
Alana Levinson Brand-backed media gets another look
Cory Haik We’re already consuming the future of news — now we have to produce it
Jeremy Olshan All journalism should be service journalism
Joanne McNeil A return to blogs (finally? sort of?)
A.J. Bauer A fork in the road for conservative media
Steve Henn The dawning audio web
Joni Deutsch Podcasting unsilences the silent
Ernie Smith The death of the industry fad
Dannagal G. Young Let’s disrupt the logic that’s driving Americans apart
Sonali Prasad Climate change storytelling gets multidimensional
Candis Callison Taking a cue from Indigenous journalists on climate change
Sarah Marshall The year to learn about news moments
Pablo Boczkowski The day after November 4
Rachel Davis Mersey The business of local TV news will enter its downward slide
Annie Rudd The expanded ambiguity of the news photograph
Matthew Pressman News consumers divide into haves and have-nots
Alice Antheaume Trade “politics” for “power”
Kathleen Searles Pay more attention to attention
Tonya Mosley The neutrality vs. objectivity game ends
Irving Washington Leadership isn’t something you learn on the job
Kristen Muller The year we operationalize community engagement
Geneva Overholser Death to bothsidesism
Doris Truong The year of radical salary transparency
Michael W. Wagner Increasingly fractured, but little bit deliberative
Sarah Schmalbach Journalist, quantify thyself
Logan Jaffe You don’t need fancy tools to listen
Francesco Zaffarano TikTok without generational prejudice
Meredith Artley Stronger solidarity among news organizations
Christa Scharfenberg It’s time to make journalism a field that supports and respects women
Dan Shanoff Sports media enters the Bronny era
Simon Galperin Journalism becomes more democratic
Madelyn Sanfilippo and Yafit Lev-Aretz News coverage gets geo-fragmented
Sara K. Baranowski A big year for little newspapers
Beena Raghavendran The year of the local engagement reporter
Joshua P. Darr All that campaign cash will make the media’s problems worse
Kourtney Bitterly Transparency isn’t just a desire, it’s an expectation
Craig Newmark Formalizing newsrooms’ battle against disinformation
Talia Stroud The work of reconnecting starts November 4
Logan Molyneux and Shannon McGregor Think twice before turning to Twitter
Tamar Charney From broadcast to bespoke
Colleen Shalby Journalists become media literacy teachers
Hossein Derakhshan AI can’t conjure up an Errol Morris
Jake Shapiro Podcasting gets listener relationship management
Masuma Ahuja Slower, quieter, more measured and thoughtful
Lucas Graves A smarter conversation about how (and why) fact-checking matters
Greg Emerson News apps fall further behind
Catalina Albeanu Rebuilding journalism, together
Alexandra Borchardt Get out of the office and talk to people
Jonas Kaiser Russian bots are just today’s slacktivists
Brenda P. Salinas Treating MP3 files like text
Felix Salmon Spotify launches a news channel
Nushin Rashidian Are platforms a bridge or a lifeline?
Tanya Cordrey Saying no to more good ideas
Heidi Tworek The year of positive pushback
Knight Foundation Five generations of journalists, learning from each other
Mario García Think small (screen)
Raney Aronson-Rath News deserts will proliferate — but so will new solutions
Monique Judge The year to organize, unionize, and fight
Cindy Royal Prepare media students for skills, not job titles
Matt DeRienzo Local broadcasters begin to fill the gaps left by newspapers
Anthony Nadler Clash of Clans: Election Edition
Zizi Papacharissi A president leads, the press follows, reality fades
Kerri Hoffman Opening closed systems
Emily Withrow The year we kill the news article
Jasmine McNealy A call for context
John Keefe Journalism gets hacked
Lauren Duca The rise of the journalistic influencer
Gordon Crovitz Fighting misinformation requires journalism, not secret algorithms
Fiona Spruill The climate crisis gets the coverage it deserves
Elizabeth Hansen and Jesse Holcomb Local news initiatives run into a capital shortage
Rachel Glickhouse Journalists get left behind in the industry’s decline
Alfred Hermida and Mary Lynn Young The promise of nonprofit journalism
Peter Bale Lies get further normalized
Julia B. Chan We 👏 take 👏 breaks 👏
Nicholas Jackson What’s left of local gets comfortable with reader support
Josh Schwartz Publishers move beyond the metered paywall
Margarita Noriega The platforms try to figure out what to do with single-subject newsrooms
Sarah Stonbely More people start caring about news inequality
Meg Marco Everything happens somewhere
Helen Havlak Platforms shine a light on original reporting
Rasmus Kleis Nielsen The business we want, not the business we had
Errin Haines Race and gender aren’t a 2020 story — they’re the story
J. Siguru Wahutu Western journalists, learn from your African peers
Victor Pickard We reclaim a public good
Mariana Moura Santos The future of journalism is collaborative
Elizabeth Dunbar Frank talk, and then action
Tom Glaisyer Journalism can emerge newly vibrant and powerful
Monica Drake A renewed focus on misinformation
Whitney Phillips A time to question core beliefs
Joe Amditis Collaborative journalism takes its rightful place at the table
Nico Gendron Make better products if you want to reach Gen Z
Ben Werdmuller Use the tools of journalism to save it
Sue Robinson Campaign coverage as test bed for engagement experiments
Sarah Alvarez I’m ready for post-news
Jennifer Brandel A love letter from the year 2073
Barbara Gray Join local libraries on the frontlines of civic engagement
John Garrett It’s the best time in a century to start a local news organization
Carl Bialik Journalists will try running the whole shop
Jim Brady We’ll complain about other people living in bubbles while ignoring our own
Heather Bryant Some kinds of journalism aren’t worth saving
Linda Solomon Wood Everyone in your organization, moving toward a common goal
Mike Caulfield Native verification tools for the blue checkmark crowd
Kevin D. Grant The free press stands against authoritarians’ attacks on truth
Nathalie Malinarich Betting on loyalty
Mary Walter-Brown and Tristan Loper Power to the people (on your audience team)
Bill Adair A Nobel Prize, a Brad Pitt film, and a Taylor Swift song
Jakob Moll A slow-moving tech backlash among young people