Chomping at the bit. “Gimlet is a multimedia storytelling brand, not just a podcast network,” declared Jenny Wall, the company’s newly hired chief marketing officer, in a Fast Company piece in January. That identity refashioning is mostly tethered to Gimlet’s increasingly formalized dealings with Hollywood, but it’s beginning to rear its head in other intriguing ways as well.
Last Thursday, Gimlet announced its first offering for the Amazon Alexa platform: Chompers, a skill that takes the form of a twice-daily toothbrushing companion for young children. To produce the skill, the podcast company partnered with Volley, a San Francisco-based startup that specializes in building entertainment products for voice assistants. They’re also releasing Chompers as a vanilla podcast for those who have yet to join the smart speaker cult.
This is a shrewd piece of business for two reasons. The first is hunger: The kids, they really love those speaking computer tubes. According to Edison Research and NPR’s Smart Audio report, 88 percent of smart speaker owners whose households include children report that said children really, really enjoy Alexa. And while I’m not a fan of anecdotal evidence, I will say I’ve seen this myself and let me tell ya: The level of fervor is genuinely frightening. (Bigger picture: Health experts are apparently warily optimistic about the relationship between kids and smart speakers, though concerns about data privacy seem to be the more prominent thorn.)
The second reason is money: The first season of Chompers, we’re told, is sponsored by Oral-B and Crest Kids. With this move, Gimlet has made the choice to dive headfirst into the ethical hairiness of advertising to children, which is a can of worms commonly tossed about in discussions about kids podcasts. It’s also a notable attempt to grapple with an Alexa development environment that’s ambiguous about how it allows skill developers to monetize their efforts. More on that in a second.
The Wall Street Journal’s Ben Mullin picked up the story, which you should totally check out in full, but there are three nuggets in there you shouldn’t miss:
- Gimlet has hired a voice director to lead further content development for voice assistants: Wilson Standish, formerly the director of innovation at the marketing agency Hearts & Science.
- (Brand) money moves: “In 2017, more than half of Gimlet Media’s ad revenue came from brand advertisers, according to Anna Sullivan, vice president of brand partnerships for the company. Ms. Sullivan added that the company’s brand advertising revenue grew 134 percent in 2017 compared with 2016.”
- Gimlet president Matt Lieber re-emphasized the company’s commitment to audio: “The way I think about Gimlet is that we’re trying to build a new kind of modern media company where everything begins in audio.”
The company continues to sprawl into a myriad of directions, and it occurs to me that Gimlet’s narrative these days has mostly been about its meta-show developments and much less about the actual shows themselves. Anyway, I think they’re due to announce a spring slate soon, so maybe we’ll start getting more of that too.
Okay, back to making money off Alexa. So it’s a complicated situation. Chompers emerges against an Alexa development environment that happens to ban all third-party ads (with some exceptions for music and flash briefing apps). It’s also an environment that seems to encourage advertisers and brands to directly create or commission skills themselves; a sort of Alexa-skill equivalent of the branded podcast. For further consideration of this, I highly recommend this Wired piece, “Amazon’s Alexa Wants You To Talk To Your Ads,” from December.
All of this amounts to a deeply uncertain context for audio publishers thinking about investing time and resources in creating a presence on the platform. Even if the smart speaker category feels really exciting in general, it’s incredibly hard for publishers to figure out a decent way to yield returns — a problem exacerbated by Amazon’s total and often opaque governance of the Alexa platform. It’s a familiar conundrum: You want to be a part of something on the up and up before you miss it, but what are you really getting if the nature of the thing is so capricious and beyond your control?
With Chompers, Gimlet appears to have figured out a loose workaround. Oral-B and Crest Kids are indeed sponsors, but according to Amazon’s rules, the Chompers skill can’t convey the sponsorship of the two brands at all. However, the usual ad spots will be present on the podcast version, which will receive the usual cross-promotion treatment across its show portfolio. A spokesperson further told me:
We are also including P&G in all our marketing materials, including social, promotional boxes/kits with Oral-B and Crest Kids products, an Echo Dot, etc. to pediatric dentists in NY SF LA and Seattle, celebs, press and parenting influencers, etc.
P&G, by the way, refers to Procter & Gamble, the multinational consumer goods corporation that owns both Oral-B and Crest. The move with promotional materials leans onto a larger marketing theory: By virtue of its relative monopoly over dental hygiene products, P&G will likely benefit from any broader lift in general toothbrushing practices — which, you know, is both terrifying in its expression of corporate monopoly and also a value-creation hypothesis I’d totally explore if I were said corporate monopoly.
Again, these feel like cobbled-together workarounds, and the larger problem of how one can derive meaningful revenue through voice assistant platforms remains very much up in the air. Two more things to that point:
- I’m tempted to think that what we’ll see over the long run with the Echo is a media ecosystem akin to YouTube: a closed, centralized platform that largely leads to the creation of a content type unique to itself. As such, if you’re a purveyor of fine podcast products, the choice of developing programming for Alexa is ultimately an optional one — but one that requires its own infrastructures, teams, and playbooks. Which is probably why Gimlet hiring a dedicated director of voice makes sense.
- There’s something about the current demographics of smart speaker users that makes me think it’s a good tool for audio publishers to deepen their relationship with superfans. Drawing from the various Smart Audio reports, these users are highly engaged, display increased audio consumption behaviors, and appear inclined to use the device as a mechanism to make purchases. Seems like a ripe constellation of traits for an audio publisher looking to build out a subscription or freemium model.
But yeah, I don’t know. The more I think about it, the more unsettled I get. If I were a podcast publisher, I’d be incredibly wary of dedicating too much of myself to Alexa. I don’t know where this particular road goes, but it certainly reminds me of the many, many roads that have ended badly.
Chaser: Then again, maybe it’s not a good idea to build out a distribution presence on a sentient platform? “Amazon Alexa Devices Are Laughing Spontaneously And It’s ‘Bone Chillingly Creepy'” (BuzzFeed).
While we’re on the subject of kids podcasts: Gen-Z Media, which joined PRX’s portfolio of clients back in January, has announced a new slate of shows for the spring: The Mayan Crystal, Six Minutes, and a game show called Pants on Fire.
Of particular note is Gen-Z’s new website, dubbed Best Robot Ever, which functions as its new consumer-facing online home that also features programming from kids podcast publishers outside its network.
Clustering. Two months after wrapping Heaven’s Gate, Stitcher has rolled out another podcast that sticks with the theme of cults and cult-ish movements. The new show is called Dear Franklin Jones, and it’s by Jonathan Hirsch, most known for creating the independent podcast ARRVLS.
I liked the first episode enough (and loved the tinkly retro theme music), but what’s up with Stitcher and cults? This reminds me of the twin films phenomenon, except, of course, this isn’t an instance of semi-serendipitous cross-industry synchronicity, it’s just one publisher being fixated on a subject. Anyway, shouts to 1997, when Hollywood released both Volcano and Dante’s Peak within two months of each other, and to 1998, which saw Armageddon and Deep Impact come out within a similar chunk of time.
Anyway, I’d just like to flag that Dear Franklin Jones is another example of Stitcher working the windowing angle to drive more Stitcher Premium conversions through its original programming. The podcast debuted last week with new episodes weekly, but Jonesheads can access the whole run of episodes now if they signed up for Stitcher Premium.
For the record: I go back and forth debating the merits of windowing arrangements like this. I mean, I get it. By virtue of being a short-run series, Dear Franklin Jones is considerably harder to monetize than a longer-term recurring production, simply because there’s a much shorter runway to develop an active listenership and monetize the “head” of the production. As such, I completely empathize with the need to break out complementary channels for revenue.
But the tradeoff involves dampening the upside should it become a hit during its original run. The option to let listeners pay up and instantly access the rest of the show potentially diffuses the listenership and attention; you’d get two populations experiencing the show at different speeds, and are therefore less likely to participate in the same kinds of conversations. We see a version of this diffusion in the streaming vs. linear television context: Streaming platforms Netflix and Amazon Prime Video simply haven’t seemed capable of driving conversations with the same fervor and intensity that linear networks like HBO have consistently been able to do. I guess what I’m saying is: Scared money don’t make money, but I get it.
It’s a tough balance to strike, and I don’t envy podcast programming chiefs juggling the twin facts that (a) there seems to be genuine hunger for great, high-quality short-run podcasts and (b) they’re so much harder to monetize within the current system. And I imagine this will come to a head for Stitcher when the network rolls out its collaboration with Marvel, Wolverine: The Long Night. That show will debut exclusively on Stitcher Premium next Monday, before going wide in the fall.
The Big Listen ends. WAMU will cease production on the Lauren Ober-hosted broadcast about podcasts after “the program in its current format didn’t gain the traction with other NPR stations that we required to continue the investment in its weekly production,” the station announced Friday.
Keep an eye on Spotify. The Swedish music streaming service finally filed to go public on the New York Stock Exchange last week, and the big story thread is how it will pursue a relatively unconventional (and consequently riskier) route to do so. Recode has a helpful summary of the move — Theodore Schleifer writes: “There are no bankers that will underwrite the listing, meaning no one is trying to make a market for shares. There are no institutional investors who will get first dibs at their shares who could prop up Spotify’s value. And a lot of the rules that are meant to keep a stock from soaring or crashing are out the window” — and I also found Andrew Flanagan’s writeup over at NPR helpful to grasp the bigger picture.
You should check out Flanagan’s entire piece, but here’s the money:
Let’s take [Spotify CEO Daniel] Ek at his word here and assume he truly, deeply would like to pay creators as much as humanly possible, enough to survive on their creativity, while at the same time continue to operate a globally dominant technology company. To do that, Ek and Spotify may need to remove other players from the equation — or as he puts it, “break free of their medium’s constraints.” Ek isn’t talking about the constraints of human hearing or the constraints of creating beautiful and challenging sounds. He’s talking about the constraints represented by an industry of fiefdoms. It sounds as though he’d like the job of king.
So why should we care about Spotify again? As a reminder, the platform has made various attempts — albeit in the form of tentative minor experiments — to build out programming alternatives to its core music offering, a good chunk of which revolves around podcasts and non-music audio content. These attempts are ongoing, and to this date they have manifested themselves in a few different ways including: basic third-party podcast distribution (both through manual submission and through new partnerships with Anchor and Spreaker), original content creation (some of which are produced by podcast shops like Panoply and Transmitter), exclusive windowing arrangements (e.g. Gimlet Media with Mogul and WNYC Studios with 2 Dope Queens), and a new multimedia initiative called Spotlight.
According to the F-1, the music streaming platform boasts 159 million monthly users and 71 million paid Premium subscribers as of December 31st, 2017. The document also spotlight’s the company’s apparent emphasis on expanding “non-music content and user experience,” listed within the growth strategy section. Note the following disclosure:
There were a total of 348 million podcast listeners across all platforms worldwide at the end of 2016 and the number of podcast listeners increased to an estimated 484 million in 2017 according to Ovum, representing growth of 39% year-over-year. This engagement presents a significant opportunity for Spotify as we believe we have the ability to enhance the podcast User experience with a better product that is focused on discovery.
I’m not sure how Ovum, the business intelligence service referenced here, counts a “podcast listener,” but the growth rate is notable nonetheless. For what it’s worth, I’m a heavy user of Spotify for podcast listening, mostly because it works better with my data plan and I often spend huge chunks of the day without Wifi. Then again, I’m the guy that hits Chipotle before 11 a.m. to beat the lunch rush. Which is to say, I’m no indicator of anybody.
Related story: iHeartMedia is preparing to file for bankruptcy, Bloomberg reports.
Career Spotlight. We’re back at it again. This week, I traded emails with Vanessa Lowe, the creator of Nocturne, an independent podcast that’s part of The Heard collective. She’s based in Berkeley, California, which I hear has a hoppin’ radio scene these days.
[conl]Hot Pod: Tell me about your current situation.[/conl]
[conr]Vanessa Lowe: I produce and host the podcast, Nocturne. I’m also a freelance radio producer and do occasional freelance sound editing for independent films. Most of what I’m doing these days is Nocturne, since it’s largely a one-person show. I do 99 percent of the research, interviewing, writing, music supervision, sound editing, mixing, and promotion.[/conr]
[conl]Hot Pod: How did you get to this point?[/conl]
[conr]Lowe: My career has been less of an arc then a strange, but enjoyable, jagged line. I call myself a “dormant psychologist” because I have a doctorate in clinical psychology but haven’t done any work in that field for a long time. I also spent many years being a performing singer-songwriter-guitarist and released five albums.
In 2008, I produced my first longform radio documentary with no training or experience. That was great fun and the piece was actually aired by several public radio stations around the country. I learned two key things from that experience: I loved making audio stories, and I had a lot to learn. That led me to take a workshop on longform audio documentary production from Claire Schoen, a wonderful veteran radio producer in Berkeley. After the workshop, I became her intern, and eventually an associate producer on her multimedia project about rising sea levels. I worked on that project for two years while producing a couple more docs on my own and with collaborators. I grew more confident making audio, but soon grew tired of working for a year or more on one story. Podcasts were picking up at that point, and I got really excited about the idea of an ongoing project that would have variety and novelty by virtue of being composed of individual episodes. That excitement, combined with my curiosity and complicated relationship with the night, led to Nocturne.
I found learning opportunities everywhere. AIR hooked me up for a mentorship. I did the Transom Travelling Workshop on Catalina Island. Shortly after that, my partner, Kent Sparling, and I entered the KCRW 24-Hour Radio Race and ended up in the top ten (we called ourselves Sleep Mice). I became a founding member of The Heard shortly after starting Nocturne. The Heard is a collective of other indie podcasts, all sharing an ethos of wanting to build things that had unique voices as well as a desire to support and learn from each other.
Having come from the indie music world, I initially felt hesitant to bring on ads to Nocturne. It is first and foremost an artistic project with a distinctive emotional atmosphere. I was concerned that ads would diminish that. I tried to find other ways to support the show, but ultimately came to embrace the advertising model. However, I remain picky about what kinds of ads I do and the tone they take. This shift in mindset came in part from my experience at the first Werk It Festival in New York, where sage female producers spoke convincingly about the importance of placing financial value on your work. At this point, I work with a few different podcast ad companies.[/conr]
[conl]Hot Pod: What does a career mean to you, at this point?[/conl]
[conr]Lowe: For some reason I’ve always had a hard time with the word “career,” maybe because I’ve rarely felt like an “expert.” I’m always acutely aware of everything there is to learn. But when I think about what career means for me, it has always involved doing something — or multiple things — that I love, feels valuable, and connects with other people in a meaningful way. Some of that has to do with lofty ideals, but honestly I think a lot of it has to do with only being able to sustain interest and motivation in things that really absorb me.
I often fall into the trap of undervaluing what I do from a financial perspective, though, because it feels like such a privilege to get to experience such joy. I’ve only just recently started calling Nocturne “my business.” I need to remind myself that work has value even if it’s really, really fun. But there’s always the fear that something that becomes a “business” will cease to be intrinsically pleasurable.[/conr]
[conl]Hot Pod: When you started out, what did you think you wanted to do?[/conl]
[conr]Lowe: When I moved into audio, I wanted to experiment with a different way of communicating ideas from what I’d done before. I didn’t really have a long game. I wanted to do good work in ways that fit who I am, allow for change and play, and hopefully even pay the bills. When I started Nocturne, I told myself I would do it for three years and then evaluate whether I wanted to continue. Nocturne just started it’s fourth year, and I don’t have any plans to stop.[/conr]
- Emilie Aries, cohost of Stuff Your Mom Never Told You, has stepped down from the HowStuffWorks’ podcast after a year-long tenure and launched a new project: Bossed Up, a podcast that comes out of her award-winning career service and training company of the same name. Transmitter Media provided guidance on the project. This is the second instance of SYMNTY hosts leaving the show to start their projects in two years, the other being Cristen Conger and Caroline Ervin, who went on to start Unladylike.
- The team from CBC Original Podcasts reached out to flag a few updates: Its true crime show Someone Knows Something is now back with its fourth season, On Drugs returns for its second, and they welcomed a new show called Personal Best.
- ESPN has announced its third season of 30 for 30 Podcasts, which will mark a departure from its anthology structure to roll out a serialized story. The season will explore the “complicated world of Bikram Yoga — a community grappling with its own identity and survival in the wake of sexual assault allegations against its charismatic guru and founder.” The story is reported and produced by Julia Lowrie Henderson, who notably worked on the “Yankees Suck!” episode from the first season, and the whole season will drop at the same time on May 22.
- The music label Atlantic Records has launched its own in-house line of podcasts. (Variety) Agreed with Nieman Lab’s Joshua Benton’s take on the matter: “It is interesting to see a record company like Atlantic invest in podcasts, but what they really should do is a regular show with actual Atlantic music on it. Benefit from the fact that other podcasters don’t have a music library at their disposal!”
- The New York Times welcomes a new show: Charles Duhigg’s Change Agent. (Apple Podcasts)
- Sort of adaptation in the opposite direction: The Osbournes now have a podcast. (Apple Podcasts)
- “Branded Podcasts Are The Ads People Actually Want To Listen To.” (Fast Company)
- Wild: “An Artificial Intelligence is Generating an ‘Infinite’ Podcast.” (Motherboard)
- “Florida teacher ‘removed from classroom’ after alleged white-nationalist podcast.” (ABC News)
- Marc Maron is moving garages, marking an end of an era. The New York Times produced a lovely package memorializing the storied production space.
- Goodness, Sunday’s This American Life was stunning.
[photocredit]Photo by Sean Donohue used under a Creative Commons license.[/photocredit]