Hello,
Last year, I spent a fair bit of time with an independent magazine publisher who was certain they needed a podcast. They had the name, the branding, and a full format mapped out.
Sounds like the road to success right? But they had missed one important step. They had forgotten to check in with their readers and see whether a podcast was something they wanted.
The editor wanted to make a podcast. They thought it was a space they should be in and they believed it was a way to reach their existing audience as well as a new crowd.
But, If a podcast launches and no one listens, is it really a podcast or just a random audio file floating in the breeze…
Podcasting is an investment - and I’m not just talking about money. It takes time, thought, and creative energy to make something worth listening to. And if your podcast is supporting a brand or publication, it’ll take even more to make sure it aligns with your values, has a clear purpose, and some well-defined markers of success.
If you put all that effort in without any thought to your audience then you are likely wasting your time, energy and money.
In this week’s episode of Stop Rewind Play, I talk through a few things to consider before jumping into podcasting - and some easy ways to test the waters first, without going all in.
Because a podcast isn’t just another content format - it’s a commitment. And launching without audience insight is a fast track to burnout and disappointment.
🎧 Tune in to find out…
Why audience research should come before production
What to ask (and where to ask it) to be sure a podcast is the right move
Small-scale ways to test your podcast idea without a full launch
What to do if your audience isn't on traditional podcast platforms
Smart links for sound people - this week we Rewind on podcasting’s push into live events, how Formula E is engineering an electric sonic identity, and the ethics of AI voice scams mimicking regional accents…
🎙️ Podcasting
Spotify expands podcast ads to self-serve and programmatic buyers | Podcasting Today
Inside the podcasting scam targeting creators and hijacking social accounts | The Wrap
Canadian podcast ad reseller warns of bankruptcy protection | The Hollywood Reporter
Are podcasts ruining our lives - or just everything else? | Tablet
How to create your museum’s first podcast | Museums Journal
Making your audio content stand out: tips from We Are Black Journos | ResponseSource
What’s your podcast doing this summer? | Big Tent Media
The future of podcasting with AI-enhanced voiceover tools | Phil Times
Podcast companies bet on live events to unlock advertiser spend | Digiday
How podcasts and partnerships can improve public sector comms | MSN
Crossed Wires Podcast Festival opens with Michael Palin exclusive | Podcasting Today
A visual tool for planning podcast formats and seasons | MethodKit
The unwritten rules of producing a successful podcast | Rolling Out
How podcasting is driving revenue for creators | Grit Daily
The audio rebellion: why the future of podcasting is social and creator-led | CSQ
🎶 Sound Design
Johnny Perkins: the voice behind Wimbledon’s distinctive soundscape | Wimbledon
At Barking Owl, sonic branding meets original composition | LBB Online
Interior designers weigh in: what makes a podcast studio sound and look good | Elle Decor
Inside the music supply chain: rights-transferred composition on the rise | London Daily News
Immersive private cinema evokes deep sea calm with spatial audio | CE Pro
Sting Energy turns up the volume on fan engagement with sonic identity | The Wire
Sonic identity meets motorsport in Formula E’s electric sound strategy | FIA Formula E
🔮 Audio Future
Opera uses AI to give non-verbal individuals a new voice | YouTube (*Stick with this. I was in tears between 5-7 minutes - incredible)
VoiceBox and Samsung team up on next-gen voice technology | The Paypers
Meta opens new AI audio research lab in Cambridge | Cambridge Network
Darkfield’s immersive audio theatre puts audiences mid-air- or in a séance! | The Post
Oxford NHS Trust trials ambient voice tech in hospital workflows | HTN
AI used to mimic regional accents in voice scams | Tech Xplore
Foreign language voiceover artists face job threat from AI | The Guardian
Startup helps ESL learners find their voice using AI tools | YourStory
Limerick creative working to make brand voices more authentic | Limerick Post
AI in advertising: how brands use AI music to save time and money | Fine Homes & Living
The 3D audio dome so realistic it fools your sense of space | Rude Baguette
Next-gen motion sensing tech enables immersive spatial audio | EE Journal
Klaxon wants to make AI audio search intuitive and publisher friendly | Klaxon
Catch up with previous episodes of Stop Rewind Play…
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