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Morbid is a true crime, creepy history and all things spooky podcast hosted by an autopsy technician and a hairstylist. 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. Hes fantastic. Are you saying, Its actually billions of podcast impressions? I could try to convert people to a different platform to keep that audience relationship going post my YouTube channel. Be a startup, or is it something that you did? Have you had conversations with Spotify about making stuff exclusive? 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. Will Ferrell stopped by almost all of the late-night TV shows to promote the second season of the Ron Burgundy Podcast, . I think marketers in this moment are actually not turning down in advertising as much as youd expect. It has been announced that the Anchorman character will next year release 12 episodes of something called The Ron Burgundy Podcast. 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. Im going to get in trouble too, just like you are. "The iconic anchorman's podcast will be a scripted audio drama set in Ron Burgundy's world (which is sometimes in a glass case of emotion), and resurface the delightful personality that has . Paid marketing is still helpful, but like 95 percent of that is Facebook marketing for a specific show if it wants to hit a very specific demographic. The core fundamental, pretty consistent business model of podcasting is a rev share model. Menu. The Ron Burgundy Podcast 5M ago Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! It didnt hurt that this explosion hit podcasting. It hasnt yet hit this moment of reverse-engineering from the platforms its on. Thats where the VC money went. If youre a marketer and you hear that third stat, youre like, Wow, a third of all the stuff that people take in is marketing. Is that something you think about as targeting? We're all in a glass case of emotion. I think our stats were something like never more than 1 percent, 2 percent, 2.5 percent of our downloads in any given month. I struggle to see something broken with this. Like I told you, we all have the same problems. 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 FogelnestProduction Supervisor: Colin MacDougallThis episode was Engineered, Mixed and Edited by Ron and Carolina are joined by special guests, a random man and woman who happen to be in the elevator when they get stuck at the start of the recording. One way to do that is to create different operating segments in your company so you can talk more about how well youre doing inside certain divisions and businesses as opposed to it all getting lumped together into one big overall set of numbers. The math works out with subscription, but Im not sure how it works out with advertising. Do you know how hard it is to make a mass-reach medium, that 80 million Americans a week are like, Im going to do that today? The Ron Burgundy Podcast A weekly Comedy, Society and Culture podcast featuring Will Ferrell and Carolina Barlow 22 people rated this podcast About Insights Pro Episodes 83 Reviews 11 Creators 15 Lists 9 Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Ron DeSantis with the nickname "DeSanctimonious" ahead of a likely battle for the 2024 Republican presidential nomination. Well tag all of our spots on air with, Listen wherever you get podcasts. Well say our own app, but then well say other apps too. Ron and Carolina are terrorized by Gilly The Clown, who teaches us about death. 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? So I dont depend on it, but we have seen some traction there across 10, 12 shows getting optioned and its meaningful, with huge partners in Hollywood. Ill end on this. Exorcising some demons in Rons man cave. No, for real. Our business affairs team is busy and accounts for a lot of our growth. Barlow is a writer and producer on the show as well as. I end on this team because its very important, we have our business affairs team. A guy did a show out of Alaska where he was one of 20 or 30 people who spoke a dying language. We tend to think and work sequentially. First of all, search engine optimization, period, is a version of what youre talking about. 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. In each episode, Georg.Show More Introducing: Season 3 of StraightioLab 02:55 | Sep 2nd More RECOMMEND 8) Peter McIndoe and Tim Heidecker Theyre just trying to grow their audience while youre selling the ads. This was a year ago, and so now hes like, Whatever, dude. You take the point. 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. Ron takes a stab at the most popular genre of his new chosen mediumthe True Crime podcast. Hello, my friend. Then, up and coming Tim Heidecker joins him to preview some of his latest standup. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Or this will be a business in and of itself, and thats fine too. When you pay for a subscription on most platforms, and you receive a podcast that somebody else is piping into that platform through an RSS feed, nothing has changed about it. No credit card needed. We obviously have a podcast team, run by the president of the iHeart Podcast Network, Will Pearson. Fast, cheap, and good. I will say one more thing. I think the value of that creative playground to a creator, that is really free and really permissive, cannot be underestimated.. The Ron Burgundy Podcast Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Join us for a heavy dose of research with a dash of comedy thrown in for flavor. While some podcasts will make amazing video channels, YouTube channels, Facebook video series, and amazing Netflix series, I worry that it feels like the requirement to sit at the adult table. Copyright 2023 Apple Inc. All rights reserved. Gmails client-side encryption is now available to more businesses, Whoops! If you love digital audio and you want real reach, there is no way to get real reach in digital audio. You get to pick two. In podcasting, I think he realized, I dont have to pick. And then overlay iHeart marketing across all of it, so we grow the whole thing bigger and be able to make more revenue together. We try to organize them into slates that have EPs and producers on top of them. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Yeah. But I still own and control the pipe. Nothings perfect, but its pretty close to perfect. We have this mantra: Any seller can sell anything any day of the week wherever they live and work.. She said, On the podcast, its much looser. Ron Burgundy, the legendary reporter featured in 2004's "Anchorman" film, has a podcast coming to iHeartRadio in early 2019. See omnystudio.com/listener for privacy information. The money from each of these pipes is not the same. Its because of the venture capital money. The Ron Burgundy Podcast Big Money Players and iHeartPodcasts Comedy Society & Culture Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Our podcast division, the iHeart Podcast Network, was seeing explosive growth, and I thought we were doing a good job. 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? You have a content type that is the highest quality in the world, I would argue, out of any content getting made today, except maybe TV, which is pretty good right now but we are right there next to it. Its not like a low-engagement medium. Thats what were trying to true up. We make TikToks too, by the way. All Rights Reserved, By submitting your email, you agree to our. This has made podcasting different. We all did it. iHeart does a lot of new things. They could have published them on YouTube. Were going to build the podcast business by running Will Ferrell at you until youre sick of it, because we control that inventory and we control that distribution.. The Ron Burgundy Podcast returns to continue to delight audiences with the comical musings of Ron Burgundy - and leave them wanting more! So he had a similar trajectory, and hes a wonderful guy. We used Jun Group. 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. I think if you were to sit down with any of these creators who are on broadcast radio, they would openly say it to you. Just before we started, I was looking at your website. Like you said, yes, targeting is getting harder for digital social media platforms. Because if youre launching new stuff, youve built the archive, you built the library. Conal oversees podcasting at a giant radio company, and his group accounts for a quarter of iHearts revenue, which was $1 billion last quarter alone. The money you might get from overserving the Spotify audience or doing marketing on Spotify to get downloads does not necessarily result in the same return. Thats a really cool medium if only it were video. Podcasting is not video. You brought up your numbers, so I have to ask you about them. No. Well, Conal, thank you so much for being on stage, and thank you for answering questions about your org chart. Weve talked with Ashley a lot about this. Is that present for you? Thats driven most of our growth in podcasting over the last two, three, four years at the company. the old way of the show is a better format, but at least the live shows are contributing ticket sales to charity. Its a lighthearted nightmare in here, weirdos! The elevator drops & Ron gives his review of The Cheesecake Factory: Just after deciding to move forward with the podcast, the elevator suddenly drops several floors. Oh, its right here. Then, up and coming Tim Heidecker joins him. Thats what it sounds like. The standard Facebook line is, Okay, youre going to find your customer. None of your creators are saying they want to line up subscriptions to take rev shares off the subscriptions? Some of that newer distribution has proven out, like podcasting; some of it is Roblox. There is always something new happening. The short answer is, no, were growing. That comprises all of our social media assets, all of our websites, a huge streaming business, a lot of the innovative tech work we do like how we launched iHeartLand in Roblox and Fortnite and podcasting. People were shouting questions at me as I walked through the halls. Over at The Late Late Show, Ferrell's Burgundy once again treated the . Yeah, we did a great Decoder episode with Chris Dixon, the lead partner for that stuff at Andreessen Horowitz. The Man, The Movie, The Podcast! Ive just really struggled to understand why you would do that. Hot Pod Summit is where we bring that community of creators, trendsetters, and decision-makers together to explore the latest developments in podcasting, audiobooks, and more. Oh my God, do you have an Agile scrum podcast? In particular, attaching a 1,000-plus-person sales team to a startup usually goes sideways. 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. NEW YORK - December 3, 2018 - The legendary newscaster Ron Burgundy and iHeartMedia, the No. 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. Does that worry you? It was a packed house and a great time. This is a must-buy bucket of marketing. I only say this to you because thats how we do that sale. The Ron Burgundy podcast is back for season two, starting August 8th! The Ron Burgundy Podcast. You have a distribution model that is free. Im very interested in the derivative work potential of podcasts. I want to start at the beginning. You could also say that you have a division that might be declining and a division that might be growing at a faster rate. Is radio the upsell on podcasting for you? IMDb is the world's most popular and authoritative source for movie, TV and celebrity content. I have a card here that says NFTs on it. Join Americas favorite Anchorman, continuing to delight audiences with the comical musings of Ron Burgundy and leave them wanting more! At the iHeart Network, we have about 70-ish shows in the iHeart Podcast Network that drive over one million monthly downloads or more some of them way more. If youre a creator on YouTube, its a terrific platform and incredibly creative, but you dont own your fan base. One San Diego legend joins another for the definitive interview with the San Diego Chicken. We wanted access to that to shout really loudly about the stuff we were doing. I dont see it in podcasting, and maybe thats why Im not super concerned. Were like, Hey, you should buy podcasting. 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. But that has been their promise for years, and it might still be their promise. Ron takes a stab at the most popular genre of his new chosen mediumthe True Crime podcast. The iHeartPodcast Network is home to more than 800 iHeartPodcasts across a wide variety of genres, that span every category from business, sports, spirituality and technology to entertainment, family, comedy and true crime - and everything in between including leading podcasts such as "The Ron Burgundy Podcast," "Paper Ghosts . You mentioned that you had experimented with subscriptions. Were a very good partner with creators. In the podcast, she . It used to be tried and true, my go-to tool, and now it isnt., Audio all-up is a third of all the media we consume.. Ron listens to an Opera Singer, to see what all the hype'sabout. Its never been any different from day one, and it has made all the difference. I understand where we sit in the pecking order in terms of cume. I dont think this is wishful thinking. Conal and iHeart Digital earned that success by doing some unconventional things. If I was to reframe what you just said more rudely, you could say that you have a division full of older distribution and you have a division full of newer distribution. Ron Burgundy: Host, Writer, Executive Producer. Ill give you an example of a show. Again, streaming was a really obvious example of this for TV streaming companies. Ive never seen a medium move from widely distributed, free, high quality, and low to no ad load, move into a paid medium with exactly the same assets. There are these formats that hit, the things you lead with, but then there is an enormous long tail of stuff. This may be debatable, and may feel like an affront to a lot of folks in the room who live and breathe podcasting as an original medium. But I have learned firsthand and talked a lot about the extent to which broadcast radio talent has honed this craft of conversation over the last hundred years and certainly the last few decades, and the extent to which that has driven our medium, just sheer talent hitting the medium, but also with an awareness of the medium. You always do if youre running a startup. "SmartLess" with Jason Bateman, Sean Hayes, & Will Arnett is a podcast that connects and unites people from all walks of life to learn about shared experiences through thoughtful dialogue and organic hilarity. Ron and Carolina talk with Game of Thrones Peter Dinklage about his favorite poems. Every single question is about org charts. Two really different examples. I cant find the reason in podcasting. 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 Do you offer rev shares to your creators? Then if they want to, we launch their podcast with iHeart Podcast Network. His team makes some of the biggest podcasts around, with huge talent like Will Ferrell, Shonda Rhimes, and Charlamagne tha God, who youll hear Conal talk about quite a lot. It makes sense to me why a platform like YouTube, which is a wonderful platform in many ways, would smartly say, This is some of the best content in the world, wed like to distribute that. But its a different business model, and you just have to be aware of it. Theyll overcomplicate in order to camouflage something they probably shouldnt have done. See omnystudio.com/listener for privacy information. You have sat out a bunch of stuff, you have sat out subscription, but I just want to sit with distribution for one more second. I think its the single thing I am most proud of at the iHeart Podcast Network. Youd be surprised actually, as much as it may sound nuts, the extent to which youre innovating by iterating many different reads, at many different lengths, and many different placements across a show. Its finally arrived. Discovery bought our company because they were about to go public, and they wanted to have a really strong digital strategy. Both are completely okay and actually really perform well. Ron speaks to Senator Kamala Harris and considers running for president. Theyre all like, Oh, thank God he said that. I dont pretend to know whats in their heads. I didnt know it until then, but once he said it I was like, Oh my God. Yes, of course we are. The NFL is very similar. The counterexample there is obviously Joe Rogan at Spotify. Are we mature enough as an industry for every medium-sized network or larger to have one? At around 3:15 p.m. Monday, 20-year-old Markus Carter was . We may not have liked it, but there usually was a problem getting fixed. I dont have it candidly on a P&L anywhere. In Chicago, I sat in front of OMD. We also co-own a company with Will Ferrell. 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 FogelnestProduction Supervisor: Colin MacDougallThis Tis the season of Spring, and that means time to talk about the one thing thats interesting year round: Christmas. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Competitive separation, category exclusivity, and share-of-voice conversations suddenly became possible when you could dynamically insert into ad tags. See omnystudio.com/listener for privacy information. Are you doing that math? Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! We have a few minutes left. No, because podcasting is a decentralized medium insofar as its distribution is concerned. Absolutely. Our job was really simple. For sure, we deserve and need it. Facebooks interest has grown and waned and grown a bit on podcasts. The Front Page Podcast with George Gerbo Get the day's top stories in 5 minutes LISTEN: Asking good questions isn't anti-revival The Rebellion Podcast with Everett Piper Do the COVID shots . In podcasting, it is fundamentally different. It was like, The optimal video is this length, and you have to open with this thing and close it with that.. He founded MTV way back in the day, and hes had a long career of being the CEO of several companies. Eighty million a week is the more interesting stat to me. 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. Sometimes these restructures are a little bit fake. / Sign up for Verge Deals to get deals on products we've tested sent to your inbox daily. It has been a pitfall of digital media from day one. Hes like, I want to get as much audience as possible. i believe, an audio podcast mixed with a live audience, is a not a good mix. Theyre all looking for internships. Read more Ron Burgundy And Brooke Shields Discuss Modeling, Studio 54, And More. I also think theres a new thrust in influencer marketing. 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. I told you it was all about org charts, and Im not even to the org chart question yet. Hes going to leave now. So if you could just bring back the old format that would be great. We predicted it to some extent, we felt that it was coming in 2018 or 2019, but that certainly helped. In fact, well distribute it on broadcast radio, and so we did. Or, the negative reason, theyre covering up bad work. Yeah. I dont know that well have a big reveal. Weve dabbled in subscription channels on Apple Podcasts, just because I had creators who came to us and said, Id like to try this. We are very proud of this. Yeah. That definitely helps, so we jumped in. And everything in between. Well, we have over $100 million a year in broadcast radio marketing. I really just keep going back to this notion that its perfect the way it is. Radio is a more ruthless industry than podcasts. The Ron Burgundy Podcast Aug 4, 2022 Peter McIndoe and Tim Heidecker Ron meets with Peter McIndoe to discuss the fact that Birds. The fifth season brings canned laughter and an audience . I can go on as long as I want.. ChatGPT will eat us all. They apply, they get admitted, we build a bit of a podcast studio at their house, we teach them how to use the gear, we teach them how podcast marketing should work, and most importantly, we teach them what a business deal should look like in podcasting, so that they know walking into it. But that maverick approach has included some controversial steps as well. We are a mass-reach medium. Associate Producers: Anna Hossnieh and Sophie Lichterman. One hundred and twenty million a month? I was like, I dont need you to talk more. I just dont see it fixing anything thats broken. 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 may be cheesy, but they seem to be genuinely in love with the medium, like we all are. Its a great question, because Ive been on both sides of that. Its why we widely distribute. And that will lead to conversion for something else for you? You were always worried, like, Oh, man. But Im always at the beck and call of the platforms I distribute on to a crazy, existential extent. There was a moment on YouTube, around 2010 or something, where we all realized the same thing. Its that whole waterfall versus agile thing. It has resisted this notion that a podcast episode is supposed to be 28 minutes long and have two ad breaks. We dont care. The Ron Burgundy Podcast. Its actually a lot of different things. Youre saying we have to innovate and push back in it, but its still just promo codes. Here is your reach extender. See omnystudio.com/listener for privacy information. Huge exclusives, Spotify got whatever out of it, we dont know how Joe Rogan feels about it. Host, Producer, and Writer on The Ron Burgundy Podcast, Host on True Romance with Carolina B, and Guest on The Daily Zeitgeist, Everything Iconic with Danny, and Behind the Bastards. I feel like an early version of the podcast industry was entirely built on host reads for direct-to-consumer brands. 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. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. These are objective truths. Weve actually noticed in the last two or three months that its a very timely question for us at our businesses, because I feel like weve moved off the direct response business too fast. The Ron Burgundy Podcast will launch on the iHeartRadio Podcast Network in early 2019. Are you on the side of having a wide distribution and using that to convert against whatever your other business is? It often is. Subscribe to our daily newsletter! I know that sounds like, eh, its kind of boring. Its not for them, its a multi-billion-dollar business, so I want to be more a part of that. I ask it of everybody. You came to it through an acquisition. Reviews. We saw a shift from performance marketers or direct-response marketers into bigger brands thanks to ad tech evolving fast in podcasting. I feel like its still a thriving business. Whereas other big podcasting players like Spotify and Apple have tried to boost revenue through subscriptions or platform exclusivity, Conal shunned those approaches and said hes going for big audience reach, made possible in part by his ability to run ads and even shows on iHearts huge network of traditional radio stations. That wasnt possible prior. With podcasts, youre talking about promo codes at the ends of the ads, right? You dont? Theyre just audio podcasts and thats awesome. Thats probably how I think about it. Sometimes they just shuffle it to create change. Ive listened to you in the past. If you dont do this, you will never have the reach you need in digital audio. Just SKIP them, also they complain about the live audience which I get but I doubt theyll change it. 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. Do you even talk to them, or are you just like, Screw it, take my RSS feed? Producers: Whitney Hodack, Jack O'Brien, Miles Gray, and Nick Stumpf, Political History with Doris Kearns Goodwin. How do you account for that? The day before, I was with Publicis. When we launched a company like The Black Effect with Charlamagne, we had huge annual sponsors that were deeply ingrained in that company. Anybody in the room, and most of us do work in podcasting, know that number is harder and harder to get every day. Following the scary drop, Burgundy made sure everyone was alright and the proceeded to give his review of his recent Cheesecake Factory experience. if these shows have a visual option available somewhere to watch, that'd be cool, i guess. I dont know. In fact, it was always there, but now it has exploded. We ended the day by recording our first-ever live Decoder with Conal Byrne, CEO of iHeartMedias digital audio group. How do you tend to the things in the library that arent the celebrity shows? Ron and Carolina get advice about how to navigate the dark web. The longer answer is, were in an odd economy. The easiest example for me is Charlamagne tha God hosting a show called The Breakfast Club out of Tribeca every morning. They chose a real simple version of it called Really Simple Syndication, RSS feeds. Its a great question, because isnt everything direct response at the end of the day? Go follow Decoder on TikTok, its great. Its good content. Conal Byrne is the CEO of iHeart Digital. I want to come to exclusives and to consolidation. Thats interesting. iHeartMedia is the first to go live with Sounder's AI and Machine Learning (ML) technology, giving brands . Listen to Decoder, a show hosted by The Verges Nilay Patel about big ideas and other problems. Ron hires a new co-host. "The Ron Burgundy Podcast" has officially arrived, kicking off with its inaugural episode and it's everything you've ever wanted from San Diego's top-rated newsman. You can feel however you want about it, but we all did it. A podcast from The Verge about big ideas and other problems. I didnt know if it would work, but these shows started to pop one after the other because of the broadcast radio promotion that we were giving them. Add to My Podcasts. The Ron Burgundy Podcast iHeartRadio The long-promised Ron Burgundy Podcast is finally upon us and the first episode is called " True Crime ." iHeartRadio has been teasing this show with. Thumbs up or thumbs down, library. Ron Burgundy is going live in the next season of his iHeartMedia podcast. 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. The Ron Burgundy Podcast Season One Trailer. I think the first five or six years of the podcast industry can honestly take credit for several companies that are around today, like Mailchimp, Blue Apron, and probably the mattresses that we all sleep on. No, not really. Are you converting off the radio? Were also co-producing a slate of whole new stuff. One is really good companion content to a lot of the shows theyre making for Netflix.

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