Welcome to Hot Pod, a newsletter about podcasts. This is issue ONE HUNDRED, published December 13, 2016.
Issue 100. I would be lying if I said I was in any way satisfied with anything I’ve ever done in this newsletter. Which is unhealthy, as my shoulder muscles have constantly told me, and occasionally, I understand that. I certainly did not expect, when I started publishing this newsletter for giggles back in November 2014, that I’d still have readers two years on, let alone be running a business the size of a tiny bodega.
It’s just that I think there is so much to be done: shows can be better, companies can be better, advertising can be better, business models can be smarter, the system can be more accommodating, more people can get more jobs, more producers can get paid better, more people can be listening, we can be more ambitious, we can be braver, and so on.
And that dissatisfaction applies to me too: My writing can be tighter, my blind spots less egregious, my typos less numerous, my stories more interesting, my thinking sharper, my prose more eloquent, my perspectives more inclusive, my vision of the future more balanced, and so on. (I’ve also been told by some readers that they miss the jokes.)
But here we are, 100 issues on — hopefully there will be 100 more — and I just want to thank you so much for being a reader.
In 2016, Apple podcast listeners clocked in over 10 billion downloads and streams globally, according to a press release published by the company. I’m guessing the release is specifically referring to listeners who consumed podcasts on the native iOS Podcast app transmitted over a variety of Apple devices, including the iPhone, iPad, Apple TV, and desktop.
How meaningful is this number? It’s hard to tell without the context of the years before — what we should be watching for is the degree of change between 2016 and 2015 compared to similar time periods before that — and it’s further worth noting that the number is essentially a bulk data point that doesn’t really tell us things like A) whether there’s a large number of unique listeners or B) whether a small number of highly engaged listeners is responsible for consuming a crap-ton of podcasts. Knowing either of those things would be super useful.
One thing that the press release is unambiguous about, however: NPR’s Fresh Air is the most downloaded podcast of the year off the Apple infrastructure. Queen Terry Gross reigns supreme.
Speed listening. Christopher Mele over at The New York Times digs into the practice of speed consumption in the age of #peakcontent. “Consumers face a dizzying array of entertainment choices that include streaming video such as Amazon Prime Instant Video, Hulu and Netflix; cable channels and apps from outlets like HBO and Showtime; YouTube; and as many as 28,000 podcasts,” Mele writes. “With them all offering uncountable hours of addictive programming, how is a listener or viewer supposed to keep up? For some, the answer is speed watching or speed listening — taking in the content at accelerated speeds, sometimes two times as fast as normal.”
For what it’s worth, I’m very much pro-speed listening. I believe that, to a large extent, the burden is placed on shows to teach listeners their ideal terms of consumption, and the shows themselves must warrant acceptance of those terms.
Diversity, discovery, and (parallel) development. “As podcasts continue to carve space in mainstream consumption habits…the industry’s infrastructure seems to be perpetuating, rather than resisting, the original sins of the white-favoring context of mainstream American culture,” argues an open letter with the banner #SupportPOCpods, which was published by a group of podcasters of color last week.
The letter and accompanying Twitter campaign were spearheaded by Shaun Lau, the co-host of a film and social issues podcast called No, Totally, and the way the letter interprets and diagnoses the podcast ecosystem’s (or perhaps the emerging professionalizing layer of the podcast ecosystem’s) issues with diversity is structurally and critically ambitious, striving for a certain totality in its argumentation. It culminates in appeals to three groups — distributors (platforms like iTunes and Google Play), media organizations (to the extent they provide coverage of podcasts), and listeners — to be better, in various ways, about their respective support of creators of color.
Reporting on the letter at the New Statesman, Caroline Crampton brings additional clarity to the core argument by (I think very correctly) foregrounding the connection between the medium’s diversity challenges with discovery challenges, stitching the two elements together to reflect how the overarching problem manifests itself as a system:
It’s starting to look like podcasting’s diversity problem and its discovery problem are intertwined. It’s a vicious cycle — with distributors providing a far-from-perfect way of finding new shows, the podcast charts remain dominated by shows from established media organizations with their own diversity problems. Media organizations compiling lists of shows tend to mirror the charts, perpetuating the same issues. It’s time for us all to do better.
Though I find some technical components of the letter’s argumentation less persuasive than others, I do very much agree with the way the letter captures the state of the problem, and, of course, I agree that we must all do better. I think what’s being articulated here is itself a specific variation of the overarching tension between the professionalizing and the independent; the letter is most persuasive, in my mind, when it suggests the increasing formalization of/investment in the space is (a) reducing the accessibility of the space granted to non-white creators and (b) not equally spread out to include minority talent. But I also think that the specific proposals made at the end of the letter — the appeal it makes to the larger power structure — aren’t really the ones that would get us where we want to go.
I suppose I should note that, at this writing, my thinking has been considerably guided by my consumption of another open letter, one published early yesterday morning. This one is by the journalist Jay Caspian Kang and addressed to minority journalists, and if I’m interpreting it correctly, it sketches out the withdrawals he thinks will likely happen in the broader news media’s existing (unsatisfying) attempts at bringing progressive diversification into their structures. Frustrated with this likely outcome, Kang concludes: “We, the like-minded who believe that there is value in the cliché of speaking truth to power and value a progressive coalition over careerism, have to start building our own shit.” Which is all to say: appeals to existing power structures for relief is always conditional. Building your own is not.
Is investigative reporting well served by podcasts? I’ve been wondering about that for a while now, and it was on my mind when Kerri Hoffman, the CEO of PRX, pitched me a story over email about the Center for Investigative Reporting, whose radio show and podcast, Reveal, has enjoyed a stellar 2016 — the podcast hit 1.2 million downloads in November, far surpassing its goal of 600,000 monthly downloads — despite a media landscape that’s seen structural withdrawals in investigative reporting. (CIR partners with PRX for distribution, hence the connection.)
“As you know, the podcast landscape is filled with lighter fare, and we have been hopeful that longer-form investigative journalism can find a place and survive in the digital landscape,” Hoffman wrote. “We have been scratching our heads about how to position Reveal — it is strong in public radio where broccoli is served often. How do we encourage people to eat vegetables at an ice cream party?”
One can debate the characterization of the podcast ecosystem’s favoring lighter fare — I don’t particularly think that’s true — or the merits of framing the situation in terms of broccoli vs. ice cream, but Reveal’s strong year is definitely fascinating, and I have a sense it says something, though I’m not sure what, about the way in which investigative journalism is finding its way in the much-fractured digital media landscape.
So I took the pitch, and sent a couple of questions over email to Christa Scharfenberg, who serves as the head of studio at CIR. Here’s the Q&A:
Nicholas Quah: I’ve often felt that investigative journalism functions in a lot of ways as a very niche product — a kind of specialized good consumed by a very specific kind of person. And that, in my mind, has significant ramifications over the way investigative reports function as a public good. Do you think that’s the case?
Christa Scharfenberg: I agree that investigative reporting has traditionally been niche. But that has evolved dramatically in the last 5-10 years, as the journalism industry has had to respond (not always effectively, as we all know) to the seismic shifts in how people get and consume news. Additionally, there has been tremendous growth of the nonprofit investigative reporting field, of which CIR is part (we are the oldest in this country — next year is our 40th anniversary). To attract an audience, to deeply engage them in the journalism, and to raise the philanthropic funding necessary to keep doing our work, we have had to turn the old format of plodding 5,000 word text stories on its head. The emphasis now is on deep audience engagement and a more deliberate focus on impact. This requires us to appeal to a broader audience with more accessible storytelling while adhering to the core principles of watchdog, public service journalism. We partnered with PRX on Reveal precisely to expand the niche and connect audiences with stories of local and national relevance.
Quah: How do you think the structural traits of podcasts — being a kind of siloed experience, being itself quite niche at the moment, being somewhat challenging to consume — affects the potential impact of investigative journalism delivered through the medium?
Scharfenberg: Podcasts are a perfect medium for investigative reporting. And it is also true that to ensure impact, podcasts cannot be the only delivery vehicle for investigations. Most investigative stories, even in public radio, appear once as part of a news cycle. We create deeper content with a longer shelf life. When we set out with PRX to create Reveal, we didn’t just ask — how do we make a good radio show? We conceived of Reveal as a platform from the beginning, not just a show.
The goal of Reveal is to take complex stories and turn them into interesting narratives that people will actually want to listen to. The audio versions of our stories don’t contain all the facts and findings unearthed in the reporting process. So the backbone of every investigation still is an in-depth text story, often accompanied by data apps and video. The multi-platform approach allows us to tell the human stories AND lay out all the detail, serving our different audiences and holding the powerful accountable.
Our newsroom is constantly balancing what’s investigative with what’s interesting to the average person. And that creative tension is exactly where we need to be. It is investigative reporting’s mission to be of public service, but we also need to tell the stories in a creative and compelling way, so people will actually pay attention. We make Reveal as “ice-creamy” as possible — with Al Letson as the host, with a strong sense of character and place, with humor and irony when appropriate, with original music and rich sound design, and with reporting on possible solutions to the problems we uncover.
Another reason the medium is great for investigative reporting is because, unlike digital news, people expect to spend time with podcasts and to learn everything there is to know about an issue, a topic, a person, a story. Listening for a half hour, an hour, even two hours for some podcasts, is expected. By contrast, people devote a few minutes to text stories. If we’re lucky.
Quah: What does 2017 hold for your team?
Scharfenberg: We will continue to focus on developing the voice of the show. Everyone in podcasting and public radio told us it would take at least the first year to figure out who we are and that work definitely continues.
For this next year, we’re planning for more episodes that bring original, in-depth reporting and context to issues already in the news cycle. This fall, we produced a number of election-related shows, covering voting rights, internet voting and the secret Trump voter. We also released an extended interview with Richard Spencer, the white supremacist, which got lots of attention. [Ed. note: Current’s The Pub podcast, by the way, had an interesting discussion about this episode.] We saw a bump in listeners to those shows, which all hit a perfect balance of being deeply reported and unique, bringing something to audiences that they wouldn’t get elsewhere, while also being timely and relevant. Other examples of that this past year were our show about Trump supporters back in February, before most news outlets were taking them seriously, and our hour long episode about the Orlando nightclub shooting which we pulled together in a few days (compared to the 3-4 months we normally spend on shows).
We’re also thinking about building on the positive response to the Richard Spencer interview, by releasing more full-length, deep dive interviews as a supplement to the regular weekly show.
Lastly, we plan to experiment with bringing documentaries to Reveal, adapting films produced by our own filmmakers (we launched a female documentary initiative this fall with significant funding from the Helen Gurley Brown Foundation) and partnering with independent producers.
The Sarah Lawrence College International Audio Fiction Awards are now accepting submissions for its second year. Applicants should note one major difference from last year’s competition: the awards are now accepting full series as part of the entries. The deadline is 5 p.m. ET on January 27, 2017. Winners will be announced at the awards ceremony on March 28 at WNYC’s Greene Space. The festivities will be hosted by audio fiction darlings Welcome to Night Vale. There will be four awards — for first, second, and third place, along with a prize to the Best New Artist — with the prize money being worth $3,750 in total.
Ann Heppermann, who heads up the awards, tells me that she hopes to see more works from non-English speaking countries and works that are not in English. “There is a robust amount of international audio dramas in the world, and I hope that the outreach I have done in the past year results in more submissions from abroad,” she said.
- Pop Up Archive launches an audio clipmaker off its podcast search and intelligence engine, Audiosearch. Between this, This American Life’s Shortcut, and all the open source audiogram stuff that WNYC is whipping up, the social audio nut should be well on its way to getting itself cracked — unless, of course, clipping isn’t the way to get podcasts to travel over existing social graphs. Maybe the smart speaker is the way to go here? (Audiosearch)
- I’m being told that the AV Club’s podcast review column, Podmass, will live on after its current editor, Becca James, leaves the organization at the end of the year. “Not sure how much I can say right now, but we should still be up and running after the holidays,” she wrote me in an email last week. Sweet.
- Earwolf and Chris Gethard’s Beautiful Stories from Anonymous People has a strange ad integration with Casper going on right now. It’s hard to explain pithily, but it’s something you’d expect from a mattress company. (Earwolf)
- More than 40 percent of NPR’s broadcast sponsors also back its podcasts, apparently. (Variety)
- Barstool Sports, the controversial site with a fairly strong podcast presence, is launching a daily broadcast on SiriusXM. It will kick off on January 3. (Hollywood Reporter)
- Veritone Media, a California-based advertising agency whose dabblings in podcasts have increasingly crossed my attention, is now called “Veritone One.” (Press Release)
- Detour, the GPS audio walking tour app, is opening up its platform. It’s a really, really cool product that’s been allowing some fantastic producers to do some really, really cool work. Check it. (Detour)
This shortened version of Hot Pod has been adapted for Nieman Lab, where it appears each Tuesday. You can subscribe to the full newsletter here. You can also support Hot Pod by becoming a member, which gets you more news, deeper analysis, and exclusive interviews; more information on the website.