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.
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.