Trouble with the club (house)-Hot Pod News


Hello.Welcome to the second week Hot pods under edge, Although I should count this as the first official Tuesday Hot pods, Considering that it was a mission statement last week, no fun. Today, I have a more in-depth look at the story I published this morning about the Clubhouse sponsorship dilemma, and check some quick news. let’s go.

Exclusive: Where is the sponsor?Creator plan inside the club

This morning, about 30 minutes before you received this email, I published a story about Clubhouse’s creator first plan. Clubhouse provides creators with allowances to make 12-episode live audio shows. As part of the deal, the platform advertises that it will pair these creators with sponsors so that they can turn their ideas into “profitable creative endeavors.” Spoiler alert: That didn’t happen.I encourage you to read the full story, I am Link to here, But for this newsletter, I think I will extract some details that are particularly relevant to the world of podcasting. In addition, I cannot include some details in the story, because although the Internet is unlimited, I don’t want you to scroll forever.

The most important thing I want to point out is that Clubhouse feels very similar to earlier podcasts in its current monetization efforts. There is no real advertising positioning. The host is making a room where the host reads the advertisement or sponsored brand guests. The best way to determine the sponsor’s return on investment is a promo code or affiliate link on an external platform. In addition, as I learned when reporting this article, the creators of Clubhouse did not receive a detailed analysis of their show, nor did they receive any demographic information about their audience. (For its part, Clubhouse stated that it does not collect demographic data, so even if it wants to share them, it cannot share it.)

In terms of podcasts, Apple began to provide analysis-a major move- 2017Then, Spotify not only enters the market with better analysis and large-scale program trading, but also intends to make advertising on podcasts easier through positioning and more data about specific audiences of programs than ever before. We are beginning to see the vision of podcast advertising work. I want to know whether Twitter, Facebook, Spotify, Amazon or countless other platforms that have tried real-time audio may beat Clubhouse in terms of ad targeting. Success in this field is about good content, which is true — Spotify is trying to conquer this in the podcasting world — but it can also help people monetize as quickly as possible. Nothing makes people want to create more than the incentive to get paid.

Another theme that continues to appear in my report is the lack of promotions at the end of the clubhouse. Pull the popular podcast refrain: Clubhouse has a discovery problem. In order to solve this problem, it mainly relies on its own team members, who have a large number of followers. (When they enter a room, it will appear in the hallway of all followers or the main login page of the app.) This may give creators motivation, but a creator program participant told me that even if the promotion The power of tools seems to be weakening.

When Stephanie Simon, the head of the community and content of the Clubhouse, joined Cyndi Pham’s room once, the attendees jumped from 60 to about 600. But later that summer, the audience size dropped to only 300 people.

“Even the value of their mainstay product has depreciated within three months,” she said. “When Stephen jumps into a room, it multiplies by 10 times, and then it triples.”

Cross promotion, hello. This is the knowledge that everyone in the podcast has-except in the case of Clubhouse, it needs to somehow cross-promote shows that you can’t listen to outside the platform, because there is no recording function yet!

Okay, go to the next news. Speaking of Spotify ads…

Spotify vigorously promotes the sponsorship of $$

Wall Street Journal Reported yesterday Spotify is focusing on getting more advertising revenue. Specifically, it is renamed its advertising business Spotify Advertising (very creative) instead of Spotify for Brands, and stated earlier this year that its advertising growth is limited by inventory. “

I don’t know to what extent branding can help Spotify recruit new advertisers and podcasts, but some turnarounds may go a long way. This article briefly mentioned Streaming Ad Insertion, which is Spotify’s proprietary advertising technology. It delivers podcast advertisements for programs streamed on Spotify and can only be obtained through Spotify’s own hosting platform Megaphone. Basically, if you want to access all the services provided by Spotify, you must be on property owned by Spotify. Convenient for Spotify! The real question is whether Spotify can allow local businesses to advertise through audio and typical direct-to-consumer brands that we love and understand. Well, I think we will see if the brand change can be done.

Another sign-in for Apple Podcasts subscription

My boss Nilay Patel hosted an interview podcast called decoderIn today’s show, he talked with John Carreyrou of Theranos. Carreyrou host Bad Blood: The Final Chapter, Three incredible quartet shows from Theranos CEO and co-founder Elizabeth Holmes, bringing listeners to trial. In a chat with Nilay, Carreyrou provided us with the numbers we wanted to know about the show destined to be hugely popular.

“I think narrative podcasts are free, with close to 2 million downloads, and we have about 6,000 subscribers who have subscribed to bonus episodes,” he said.

These “reward episodes” can only be obtained through Apple Podcasts subscriptions at $3.99 per month. You can think of this as a terrible reward-only 6,000 of the hundreds of thousands of listeners have subscribed, but it’s still $24,000 per month. (Of course, these are ad-free episodes, so this is the only income they generate, and they require more production and labor, but!) Given that Apple Podcasts is just an app, and subscriptions are a new thing, no matter It is an in-app feature in the behavioral sense, which I am impressed with.

CAA acquires ICM Partners

CAA is Buy ICM Partners, this means that the world of talent intermediary is getting smaller. Of course, what we have here is that it is speculated that this merger will bring some sensational podcast deals. Caroline Edwards is the director of the ICM podcasting program and has entered into a deal with Spoke Media, Pantsuit politics, with Flying Fable. CAA agent facilitated Less intelligence Trading and so on, so I think this is just to help CAA establish a stronger foothold in the podcast agency world. We like to see offers.

What happened to Ozy Media?

New York Times Media columnist Ben Smith has always been my must-read, but this week, he Told a story About Ozy Media’s co-founder and chief operating officer impersonating YouTube executives to impress Goldman Sachs investors. There are many things happening. Apparently, Ozy runs six podcasts and has raised funds from iHeart Media.I mainly fish here, but if Ozy is willing to Fake pageviews And impersonation, maybe more things happen in the notorious digital land of podcast downloads. If you want to share any information about the Ozy podcast experience, please contact us.

Okay, that’s it for the time being!As always, you can contact me in the following ways ashley.carman@theverge.com – even ashley@hotpodmedia.com!I am also on twitter @ashleyrcarman. I will be back on Thursday to provide more news and reports for your paid staff, if you want to see what I do there, please feel free to switch to the paid level here. Bye-Bye!





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