“Podcasts Are Right Now” at the Yale Publishing Course

At the Yale Publishing Course, August 2016. Pictured with Edward Nawotka, Craig Mod, Tina Weiner, and Liisa McCloy-Kelley.
At the Yale Publishing Course, August 2016. Pictured with Edward Nawotka, Craig Mod, Tina Weiner, and Liisa McCloy-Kelley.

Presented at the Yale Publishing Course, a week-long intensive for publishing professionals that dives deeply into the industry’s most pressing challenges and opportunities to help plan for a successful future in both print and digital publishing. My presentation, “Podcasts Are Right Now: How to Harness the Power of the Audio Revolution,” focused on podcast opportunities for publishers — marketing, branding, and new product development.

Presentation Description:
Explosive growth is happening right now in the podcast space. Listenership, investment and show offerings are all on the rise. Going beyond the obvious promotional opportunities, publishers are in a unique position to develop innovative programming and audience development initiatives leveraging their unique relationship with authors, readers, and the storytelling experience. That said, there are challenges: there’s already a giant in the space (Apple); Audible (owned by Amazon) is trying to lead an audio “revolution;” audio drama podcasts are getting so good that they’re making fiction audio books seem like they’re built on a broken template. Jeffrey Yamaguchi shows that while launching a new podcast show is easy, making a hit is very, very hard. He will explore this new arena, citing real-world examples.