In an era of data breaches, accusations of fake news and concerns over transparency, and at a time when all things digital were thought to be the coolest tool in the media box, broadcast radio is having its moment. Scores of stories have reported on how it has maintained its lead position for reach (92% of U.S. adults listen to radio weekly), and now it appears that radio has also won the “trust” game.
The latest star in the red-hot podcasting space is hardly a newcomer to media. iHeartMedia just announced that its latest on-demand audio host is Barbara Corcoran. Initially known in New York circles as the doyenne of real estate, Corcoran has earned national recognition as an investment expert -- or “shark” -- on ABC’s entrepreneurial reality show Shark Tank and as a very memorable contestant on Dancing with the Stars. Already a speaker, consultant, author and syndicated columnist, Corcoran is now embracing audio with her new iHeartRadio podcast, Business Unu$ual. I spoke with the now fully multi-platform media maven about her feelings about podcasting, and asked iHeartRadio’s Senior Vice President of Podcasting, Chris Peterson, how he’ll put its promotional power behind her show (and how it was to negotiate with a bona fide shark!)
Historically, men have comprised the majority of frequent podcast listeners. But in 2018, Edison Research data shows female listeners are closing the gap. Women are also filling more and more of the senior roles in producing and marketing those podcasts. In a "virtual roundtable" with female executives at some of the top podcasting companies, we asked about their personal experiences as well as their professional opinions on the business of this world of on-demand audio. In Part One, they described why podcasting offers women fresh opportunities for advancement and creativity. Here, they prognosticate about the future of this industry sector and how to navigate towards success. They agreed that regardless of the podcast focus or the gender of the individuals behind a program, the business imperatives remain the same: Present an original point of view, create good content with strong production values and support it with top-notch marketing.