I want to start at the beginning. If its a jump ball, Id love them to use the iHeartRadio app. Do I think were mature enough to have all of the things that a big, respectable, grown-up-table business should have? Will Ferrell has started a podcast as the character he played in the movie of the same name. 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.. We'll listen to and reviewhttps://www.iheart.com/podcast/the-ron-burgundy-podcast-30270227/Top 10 Women featuring the incomparable RuPauland Christmas Memories podcasts Updated Date: Feb 24, 2023 Youve had a lot of different kinds of careers; youve had to make structure decisions, you have to make video decisions. We wanted access to that to shout really loudly about the stuff we were doing. Add to My Podcasts. Itd be like being able to walk away with your channel. The core fundamental, pretty consistent business model of podcasting is a rev share model. 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. We all know what a YouTube video is, because YouTube has designed the constraints of the platform to produce that thing. It has brought in underrepresented creators like nothing else weve done. Weve all seen this, so Im not saying anything privileged. We do this so no one ever feels like, I havent heard from iHeart in a month. A decent example of this is a program we have called NextUp. I can talk about sexuality or about what trends I do or dont like. Release Calendar Top 250 Movies Most Popular Movies Browse Movies by Genre Top Box Office Showtimes & Tickets Movie News India Movie Spotlight. Go make good decisions and follow Decoder on TikTok. That feels obvious to me. 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. Yeah. Cut to 10 years later, and that has become almost as and in some ways more successful than the source of it, the website. There is very little competition, and theres very little, They do that and we do this. In fact, I think the only way we succeed, and the reason we have succeeded, is that it has been quite the opposite of that. Ive just really struggled to understand why you would do that. None of your creators are saying they want to line up subscriptions to take rev shares off the subscriptions? All I say to them is, This is no longer an experimental bucket of marketing. The Man, The Movie, The Podcast! You should start one. These are objective truths. It was a smart move on their part to buy a company like HowStuffWorks.com. Ron and Carolina talk with Game of Thrones Peter Dinklage about his favorite poems. We have talked about a lot of your shows, and we have talked about all of the new things youre doing. Inside iHeartMedia, its an audio company. Well, Conal, thank you so much for being on stage, and thank you for answering questions about your org chart. So of course I asked Conal about that and lots more. Hes fantastic. You have a mass-reach medium. Its been cool. We were talking about these giant platform companies. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Ron and Carolina interview an actual, real live psychic after Ron gives listeners their horoscopes. Morbid is a true crime, creepy history and all things spooky podcast hosted by an autopsy technician and a hairstylist. Into the whole thing? We predicted it to some extent, we felt that it was coming in 2018 or 2019, but that certainly helped. 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? 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. You just saw it happen. Were in total control there. This is a must-buy bucket of marketing. Join us for a heavy dose of research with a dash of comedy thrown in for flavor. I also think theres a new thrust in influencer marketing. Im very interested in the derivative work potential of podcasts. Are we mature enough as an industry for every medium-sized network or larger to have one? No. Whereas if I were to decide to stop distributing or making content on my YouTube channel, my brand just goes away. Thanks to Ariel who did an amazing job. You are describing a mature company. Eighty million Americans a week listen to podcasts. 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. Go follow Conal on TikTok, its great. 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. I end on this team because its very important, we have our business affairs team. Are you on the side of having a wide distribution and using that to convert against whatever your other business is? I think most podcasters are bad at marketing. To answer your other question, if this industry were to wholly move to a platform like Facebook or YouTube, its a different platform. Sign up free 0:00 0:00 Company About Jobs For the Record Communities For Artists Developers Advertising Investors Vendors Our podcast division, the iHeart Podcast Network, was seeing explosive growth, and I thought we were doing a good job. Again, streaming was a really obvious example of this for TV streaming companies. We all did it. Youve never bought downloads to run game ads? I feel like you have a very strong conviction, so I feel like I might know how youre going to answer this, but I do ask everybody this. A company thats like, A lot of action is in business affairs, is a company that has figured out a bunch of stuff. So its a bit of an answer, but hopefully it gives you a sense of how its never mutually exclusive for us. In The Rob Burgundy Podcast, the host's chaotic charm meets real-world experts and celebrities. Conal Byrne is the CEO of iHeart Digital. Have you had conversations with Spotify about making stuff exclusive? Every single question is about org charts. The oldest one, Pierce, is 17. I think we can do all the innovating with different kinds of marketers from bigger brands, bigger budgets, and maybe long-term, multi-year campaigns. You could also say that you have a division that might be declining and a division that might be growing at a faster rate. In fact, it was always there, but now it has exploded. All of the distribution points that we distribute to today through RSS feeds are equal to us in terms of the money we make, because thats just how RSS feeds work. The Ron Burgundy Podcast Season One Trailer. Read more Ron Burgundy And Brooke Shields Discuss Modeling, Studio 54, And More. Thats a meeting I want to go to. Hes going to leave now. Thats the only difference so far. He only came on here to pitch the app. Are they yours if theyre subscribed in Spotify? 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 just dont think they get that in a lot of places anymore because of the highly formatted other platforms that theyre making content for. How do you think about audience acquisition then? Those companies are also struggling. Will Ferrell stars as his infamous Anchorman character "Ron Burgundy" in his very own comedic podcast. We have shows with video, like Stuff They Dont Want You to Know, and its awesome. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack O'Brien, Miles Gray . Are you doing that math? You brought up SEO. Because if youre launching new stuff, youve built the archive, you built the library. In the podcast, she . It thrives when it is a widely distributed medium. The way to do that was to create two segments in our company. Charts. We give a ton of in-show podcast promotion as well. I can go on as long as I want.. You mentioned that you had experimented with subscriptions. Ill go from the more obvious down to the less obvious. 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. I dont have this concern in the same way I had it when I was writing text-based articles for HowStuffWorks.com 20 years ago or when I was focused on social and digital video at Discovery Communications. One is really good companion content to a lot of the shows theyre making for Netflix. In Chicago, I sat in front of OMD. This is what they do really well. In each episode, Georg.Show More Introducing: Season 3 of StraightioLab 02:55 | Sep 2nd More RECOMMEND 8) Peter McIndoe and Tim Heidecker 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. As much as I would love this to be the case, there is no way to get real reach in digital audio unless you contend with and purchase broadcast radio. Thats good. Its just a disconnect. 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. The day before, I was with Publicis. How have you arranged iHeart Digital? Will Ferrell was like, Please, please stop running so many ads.. We have a whole newsletter for podcasters. iHeartMedia is the first to go live with Sounder's AI and Machine Learning (ML) technology, giving brands . You talk about that long tail content, this has borne out some of the most amazing stuff weve made. Police in Montgomery County, Maryland seized over 2,000 fentanyl pills during and after a traffic stop, the agency announced Friday. We have this mantra: Any seller can sell anything any day of the week wherever they live and work.. Theyre mine. Wheres the tension there? Or, the negative reason, theyre covering up bad work. Its good content. if these shows have a visual option available somewhere to watch, that'd be cool, i guess. Its three guys who are hilarious and fantastic. I dont know that it needs innovation. A little bit. A million monthly downloads or more is a ton. Its why we widely distribute. 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. To put it simply, we have a platform. Conal and iHeart Digital earned that success by doing some unconventional things. Yeah, youre right. Yeah. The toothbrushes were great. Also, subscription models usually come with exclusive or windowing of content, which I think youre starting to see with creators. Thats not really how it works. Oh my God, do you have an Agile scrum podcast? Absolutely. He had a similar trajectory to me; he came from MentalFloss.com 20 years ago. We were especially interested in it recently because we were launching a thing called iHeartLand, which was basically iHeartMedia as a Roblox map and an island in Fortnite. We were actually working and trying to make change together genuinely. The marketing team is like, What are you doing?, Yeah. Ron sits down with Boris Johnson and gets into the restaurant business with Guy Fieri. This was a year ago, and so now hes like, Whatever, dude. You take the point. This "momentous moment" will mark the return of the legendary anchorman himself, Ron Burgundy, who has been delighting fans all over the world since the hit movie Anchorman was released in 2004. / Sign up for Verge Deals to get deals on products we've tested sent to your inbox daily. 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. Thats my only fear with video. "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 . It kind of never went away, but now were back to this again. I have not mastered this, by the way. One hundred and twenty million a month? I think some of that is because a lot of the folks who are in power at marketing companies were also in power 10 years ago when the last major downturn happened, and certainly two, three, or four years ago when COVID-19 hit. First of all, search engine optimization, period, is a version of what youre talking about. 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. I cant find the reason in podcasting. iHeart recently restructured and you became the CEO of a formal division. 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 Ma Ron and guest RuPaul countdown the top 10 women of all time. All I see is this constructiveness across these two segments. See omnystudio.com/listener for privacy information. I think marketers in this moment are actually not turning down in advertising as much as youd expect. They could have published them on YouTube. Yeah. The Ron Burgundy Podcast. When you say direct response in the context of performance marketing, these are the words the ad agency invented to describe very simple concepts. Were starting to use words like cohorts instead of one-to-one targeting. Its confusing and its less effective. Google and YouTube are awesome. Then on the other side, you have MrBeast, who literally gives away money to start a hamburger chain that will make him a billionaire. But that maverick approach has included some controversial steps as well. About. The reason we started this company was because I think he genuinely had a blast making The Ron Burgundy Podcast. But if you listen to this room over the course of the day, weve probably said podcasting is in its infancy 100 times on this stage and in the breakout rooms. Youre the CEO of iHeart Digital, which is a big company with a long history. 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. Ron Burgundy is going live in the next season of his iHeartMedia podcast. So now its digitally infused, data-infused listening that they can target digitally. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! 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? I just get a little bit defensive or protective about the other 3,000 shows. They have taken this nine out of 10 American adults a month and just informed it with a digital listening panel. Then, up and coming Tim Heidecker joins him. Really, really terrible. We are a mass-reach medium. Aren't. Real. I didnt know it until then, but once he said it I was like, Oh my God. Don't act like you're not impressed. Whats the structure below you to make all this work? Some of that newer distribution has proven out, like podcasting; some of it is Roblox. As two easy examples, we have multi-year relationships with Malcolm Gladwell and Pushkin Industries and then with the NFL. With podcasts, youre talking about promo codes at the ends of the ads, right? No, not really. The problem it was solving, the price point was undeniable, it made perfect sense to me. Josh and Chuck have you covered. Im proud of the numbers. Was Great. Ill answer it this way. Its a great point and question. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things . You are going to describe them to us, we are going to put an ad in front of them, and its going to convert, and then maybe Apple will ruin everybodys business with ad tracking. When we launched a company like The Black Effect with Charlamagne, we had huge annual sponsors that were deeply ingrained in that company. What worries me a little bit is that we have this tendency on the internet, and since Ive been working in digital media overall, to have this belief sometimes that I think is false that everything really needs to be a video when it grows up. Most of them are like, Facebook wont give us the time of day. 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. Like you said, yes, targeting is getting harder for digital social media platforms. I love you very much. Ron explained: Oh, its right here. Yeah. In particular, attaching a 1,000-plus-person sales team to a startup usually goes sideways. Youre doing ad injection into the feed? The things youre describing dont always happen, right? Its all about the org chart. Yeah. Im going to get in trouble too, just like you are. Ninety-five percent. Its gone. Were going to buy ads somewhere where someone will push the button and download the episode, the number will go up, and hopefully some of them will stay. Competitive separation, category exclusivity, and share-of-voice conversations suddenly became possible when you could dynamically insert into ad tags. The Ron Burgundy Podcast 5M ago Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! If you have that framework when you walk into every meeting every creator meeting, every partner meeting, every competitor meeting it changes your whole outlook. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. We have a huge digital revenue sales team run by Carter Brokaw, whos fantastic.