By the way, put TheVerge.com on the home screen of your phone. Is there any way to actually innovate? I dont think this is wishful thinking. Then, up and coming Tim Heidecker joins him to preview some of his latest standup. You came to it through an acquisition. Hes going to start this journey now of trying to get into college. Ive just really struggled to understand why you would do that. Weve talked with Ashley a lot about this. We are a mass-reach medium. Ron, a big fan of magic, gets to hear from the famed magician Justin Willman. 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. Are you feeling the pinch of the ad downturn? There has never been a moment in the company that we were sidelined or deprioritized. They could have published them on YouTube. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. We are interested in video. Anderson .Paak agrees to do the podcast. The BD team is livid. We were actually working and trying to make change together genuinely. To put it simply, we have a platform. What that meant for us was that we were not the main course anymore, as it were. Ron plans an interview with Alex Rodriguez, and takes his cooking skills to the next level with Jon & Vinny. I think marketers in this moment are actually not turning down in advertising as much as youd expect. Some of that newer distribution has proven out, like podcasting; some of it is Roblox. Google wants something, were all going to make it, then theyre going to turn it off, and a bunch of businesses will die. Most of them are like, Facebook wont give us the time of day. I will test anything. There are lots and lots of podcast titles, lots of celebrities in the format, lots of rewatch podcasts. Gmails client-side encryption is now available to more businesses, Whoops! 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. 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. 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. What is the audio drama today? Its because of the venture capital money. That's it. Ron takes a stab at the most popular genre of his new chosen mediumthe True Crime podcast. See omnystudio.com/listener for privacy information. I love you very much. We pulled in their seven or eight podcasts with the promise that we would market and monetize them better. But to tell it in a reductive way, 20 years ago, when some folks were sitting around a table deciding how they were going to distribute all these great podcasts they were going to start making, they could have used several different technologies to do that. Coming February 7th, The Ron Burgundy Podcast takes a long hard look at the issues that matter. Is that part of your business affairs team, just selling the IP out? The reason I ask that question all the time is because Im always curious. The Ron Burgundy Podcast Aug 4, 2022 Peter McIndoe and Tim Heidecker Ron meets with Peter McIndoe to discuss the fact that Birds. Find ratings and reviews for the newest movie and TV shows. Subscribehere! Why did you want to sell to iHeart? To be clear though, theres a whole lot of fluidity between these segments. Its why those guys initially were the first people to jump into podcasting, because the only kind of marketer that doesnt need your data is a direct response marketer. I can get all three, all the time. I talk to a lot of startup CEOs, and a lot of them who get acquired by big companies. In particular, attaching a 1,000-plus-person sales team to a startup usually goes sideways. Here is your reach extender. Even Decoder is bad at marketing; this is as much marketing as weve ever done. iHeart has 1,300 salespeople in all 50 states across 160 or so markets as weve divided up the country. Ron Burgundy is going live in the next season of his iHeartMedia podcast. The idea that were going to run ads at scale and on broadcast, that were going to put the local news anchors on the side of buses, this is not this industry. "This year, variegated and dark-foliage plants will have a moment as plant parents move towards that foliage combination," predicts Lindsay Pangborn, a plant expert with Bloomscape . Its never been any different from day one, and it has made all the difference. Walk us through what that actually means. 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. You start to reverse-engineer all the content you make because that works best on such-and-such platform. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things . Perhaps its because there is nothing broken in the distribution and monetization model today. We also co-own a company with Will Ferrell. Im like, They dont need to be if they dont want to be. Ron takes a stab at the most popular genre of his new chosen mediumthe True Crime podcast. Do you convert people to Apple Podcast or to Spotify? No, for real. 1 commercial podcast publisher globally with over 20,000 podcasts available on its iHeartRadio platformboth of whom are kind of a big dealannounced today "The Ron Burgundy Podcast." Nothings perfect, but its pretty close to perfect. Its not the kind of game that is usual in this industry. I think the value of that creative playground to a creator, that is really free and really permissive, cannot be underestimated.. The reason we started this company was because I think he genuinely had a blast making The Ron Burgundy Podcast. This is very unique. So we launched a company together. And that will lead to conversion for something else for you? Go make good decisions and follow Decoder on TikTok. You always do if youre running a startup. The Ron Burgundy Podcast Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! I want to wrap up with the Decoder question. Its not mutually exclusive, first of all. 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. Maybe it has something to do with the tools of targeting getting harder, so people are just cycling back to, Humans, tell my story on the platforms where you make stuff. Podcasting, in particular, benefits from this. Were a very good partner with creators. It thrives when it is a widely distributed medium. Next week, Im with Universal McCann. The easiest example for me is Charlamagne tha God hosting a show called The Breakfast Club out of Tribeca every morning. CPMs are going up and the quality of the online ad marketplace is going down. This is very immediately notable when you sit in a room with him and talk to him for 30 seconds. Its a lighthearted nightmare in here, weirdos! We also have an original content series we make with IBM called Smart Talks with IBM. Ron Burgundy: Host, Writer, Executive Producer. One of the themes we come back to on Decoder over and over again, especially when I talk to creatives or creative executives, is that your distribution fundamentally shapes what you make. Are you doing that? / Sign up for Verge Deals to get deals on products we've tested sent to your inbox daily. If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks then look no further. There are huge, great ad agencies like Ad Results, Veritone, and Oxford Road who do great business for performance marketing companies. Yeah. Its good content. See omnystudio.com/listener for privacy information. You could also say that you have a division that might be declining and a division that might be growing at a faster rate. Its a great question, because Ive been on both sides of that. Youve never bought downloads to run game ads? Are we mature enough as an industry for every medium-sized network or larger to have one? Weve arrived. Following the scary drop, Burgundy made sure everyone was alright and the proceeded to give his review of his recent Cheesecake Factory experience. Don't act like you're not impressed. iHeartMedia is the first to go live with Sounder's AI and Machine Learning (ML) technology, giving brands . Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. I dont know. This one was definitely very real. Youre the CEO of iHeart Digital, which is a big company with a long history. Thats driven most of our growth in podcasting over the last two, three, four years at the company. Its an audio medium. Sign up free 0:00 0:00 Company About Jobs For the Record Communities For Artists Developers Advertising Investors Vendors To many in the industry, that seemed pretty disingenuous. Menu. Every single question is about org charts. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Will Ferrell stars as his infamous Anchorman character "Ron Burgundy" in his very own comedic podcast. Carolina Barlow is Will Ferrell's assistant and co-host of The Ron Burgundy Podcast. We have an app of our own. So if you could just bring back the old format that would be great. Yeah. Weve earned this. You have an ad load that is light. 2023 Vox Media, LLC. We have this mantra at the company that Any seller can sell anything any day of the week wherever they live and work, and that has rung pretty true. The first episode of season 4 has dropped on the iHeartMedia Big Money Players network. I dont depend on it. We predicted it to some extent, we felt that it was coming in 2018 or 2019, but that certainly helped. Two really different examples. There are these formats that hit, the things you lead with, but then there is an enormous long tail of stuff. Youre still getting the full ad load. Associate Producers: Anna Hossnieh and Sophie Lichterman. Sometimes these restructures are a little bit fake. 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. Ron Burgundy! Over at The Late Late Show, Ferrell's Burgundy once again treated the . It has resisted this notion that a podcast episode is supposed to be 28 minutes long and have two ad breaks. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! I can talk about sexuality or about what trends I do or dont like. Yeah. Read more Ron Burgundy And Brooke Shields Discuss Modeling, Studio 54, And More. 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 talk to a lot of digital media CEOs and digital media types. Ninety-five percent. We do talk to them. The tales he unfolds and his interview with a criminal psychologist are positively bone chilling.Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack O'Brien, Miles Gray, and Nick StumpfExecutive Producer: Mike . We all get it by now, painfully. Who wants to be able to try stuff a lot, make a few mistakes, get it righter and righter, and then hit something big or two or three things. I choke my audience if I choose to pull my RSS feed out of a distribution app, because people who go there and expect it there wont see it anymore. The creator and the ad-serving publisher, in our case, are in total control. I didnt think I would have or need a robust business affairs department two years ago. Ron and Carolina talk with Game of Thrones Peter Dinklage about his favorite poems. A shockingly candid and raw autobiography from legendary anchorman, jazz flutist, and host of The Ron Burgundy Podcast, Ron Burgundy.From his humble beginnings in a desolate Iowa coal mining town, his years at Our Lady Queen of Chewbacca High School to his odds-defying climb to the dizzyin. Then on the other side, you have MrBeast, who literally gives away money to start a hamburger chain that will make him a billionaire. Thats our conference for the podcast industry. iHeartRadio, through its broadcast radio stations, reaches nine out of 10 Americans a month. The culture is not preserved; the nimbleness is not preserved. We saw a shift from performance marketers or direct-response marketers into bigger brands thanks to ad tech evolving fast in podcasting. We run billions of podcast impressions in a month to promote our own shows and our partners shows. Those three things let us go from 2018 to 2028 in our own trajectory almost overnight. The toothbrushes were great. I do. ChatGPT will eat us all. You talk about that long tail content, this has borne out some of the most amazing stuff weve made. Ill give you an example of a show. Hi, Ron Burgundy fans! He had a similar trajectory to me; he came from MentalFloss.com 20 years ago. See omnystudio.com/listener for privacy information. 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. In my opinion, I dont think we would be where we are as an industry otherwise. Its a deep belief in the C-suite across iHeart that podcasting merits a place at the table. Folks trusting social media less, influencers having less success on social media because of that, and therefore marketers being like, I dont know what to do with this. 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. There are iHeartRadio streaming channels that show up on your electronic programming guide on Roku. See omnystudio.com/listener for privacy information. Its also how we got here. If there are principles that I try to remember once a week or so, its probably those three. Theres no ulterior motive or different goal. The medium. People were shouting questions at me as I walked through the halls. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Nothings perfect, but its pretty close to perfect. Promote. Its that whole waterfall versus agile thing. I didnt know it until then, but once he said it I was like, Oh my God. Credits:Ron Burgundy: Host, Writer, Executive Producer, This episode was Engineered, Mixed and Edited by: Nick Stumpf. We all are. But I still own and control the pipe. 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. Simply put, the whole podcast industry in one sense is just the most amazing, best storytelling group of influencers to hit media in a really long time, so we benefit from there being new attention on the influencer market. I know Im sort of recapping the obvious, but this was an inflection point in our whole industry, that you suddenly had big brands and sometimes big holdcos swooping in and wanting to invest in podcasting. Yeah. None of your creators are saying they want to line up subscriptions to take rev shares off the subscriptions? If youre a marketer, and this was a well-worn, tried-and-true way to market over the last 10, 20 years, that just got a lot harder.
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