Is Hillary Clinton’s podcast propaganda or a milestone for political podcast advertising?

With Her. Well, this is certainly something. Last Friday saw the launch of With Her, the official Hillary Clinton presidential campaign podcast, which both marks a milestone for the industry and, I suppose, is a sign of the times. The show also has the distinction of being Pineapple Street Media’s first launch, the podcast company recently founded by former BuzzFeed director of audio Jenna Weiss-Berman and Longform Podcast cohost Max Linsky. Linsky holds hosting duties on the podcast, which he ostensibly shares with Clinton herself, though one imagines that her extensive campaigning schedule will ultimately have a say in that.

The podcast is an absolute coup for the company and a strong, attention-getting start to its portfolio. The linkup between Pineapple Street and the Clinton campaign grew out of Weiss-Berman’s previous collaboration with the team, back when she worked on BuzzFeed’s Another Round podcast that booked Clinton on as a guest last October. “I stayed in touch with her digital team,” Weiss-Berman told me over email. “And shortly after Max and I started Pineapple Street, we started talking to them and we all loved the idea of a campaign podcast that focused on day-to-day life on the trail and not policy.”

Perhaps unsurprisingly, that last point — the podcast’s focused on campaign trail life and not on policy — ended up being the point of critique for a few media outlets. Politico’s writeup of the podcast bore the headline: “Hillary Clinton finds another way to avoid the press: Her campaign launches a podcast with an on-payroll moderator whose first interview is the nominee herself,” highlighting the show as an extension of a long-running grievances held by the parts of the news media about Clinton’s tightly messaged campaign. That perspective was echoed by Michelle Goldberg over at Slate, who called the show “charming and gutless propaganda” and further argued that “a politician attempting to circumvent the media by creating media of her own sets a bad precedent.”

I don’t buy those critiques. For one thing, media creation — whether through tweets, a YouTube channel, creating a TV spectacle out of a convention, and so on — is an essential tool for a candidate’s political communication, and it’s one that’s part of a much wider set of tools, with messaging through the news media (either directly, e.g. sitdowns with Charlie Rose, or indirectly, i.e. free media) being only one within a larger toolkit. A candidate’s aversion to working directly through the press, as in the case of the Clinton campaign, may well be morally and procedurally frustrating for the press, but a perfectly fine outcome in this scenario is to make the absence of participation mean something as part of the candidate’s larger spectrum of political communication. (Which, indeed, is what is already happening, and we see traces of that in Slate and Politico’s analysis.)

So the media aversion/”propaganda” reading of the podcast isn’t one that really resonates with me, but I think the reason for that lies in an understanding that the podcast shouldn’t be read as anything too dramatically different from it actually is: a political ad.

Consider With Her as yet another example of a branded podcast — not unlike Gimlet Creative’s Open for Business or Pacific Content’s Slack Variety Pack. (Indeed, viewed this way, With Her is quite possibly the first major political ad buy in the history of the podcast medium.)

And because it’s a branded podcast, we should levy onto it the very same questions (of ethics and execution) that we would those projects from Gimlet, and Pacific Content. Questions like: Is the show successful in harnessing the format’s associations with sincerity, authenticity, and intimacy? (I.e: Do the interviews make her feel more real, the way the Longform Podcast and Another Round have drawn out people in the past? Also, just how real can a career politician, so hardened by decades of battle, feel?) Is the podcast able to be engaging while nulling the overarching context that the listener has opted to enter a space where the brand is trying to get them to think and feel a certain way? Is the project doing a good job being clear with its targeting — is it focused on deepening the candidate’s relationship with her supporters, or is it more engaged with humanizing Clinton in the face of on-the-fence supporters? And is the podcast, with its opt-in, on-demand, and high-involvement consumption requirements, appropriate for that?

That’s how I’d approach reading the podcast. Which is why I’ll say this: Based on the first episode (which runs short, at about 15 minutes), I’m not very sure whether With Her will answer these questions much beyond its novelty as the first presidential campaign podcast ever. To be sure, it’s a fizzy and fun listen, and longtime Hot Pod readers know I love love love me some Linsky interviews. But as a person already predisposed to the Clinton campaign, I didn’t feel like I gained anything particularly new or meaningful that wasn’t already telegraphed at the Democratic National Convention. And considering the broader messaging context, I also don’t think it’s clear yet who the podcast is for — and, by extension, how it’s supposed to carry out the aims of the campaign, which (and this isn’t a new thought at all) really struggles with connecting.

That said: It’s only been one episode, and I want to be clear that an assessment like this doesn’t quite honor the immense complexities that go into working with a campaign that aims to win the highest office of the land. (I can’t even begin to imagine the number of clearances that the production must go through.) The podcast is slated to run up until the election in November, and I have a good amount of faith that the team will figure out a way to take this powerful, powerful novelty — let’s not forget the fact that the first presidential campaign podcast is a major milestone for the emerging medium — and fashion it out into a genuine tool of political communication in the future.

What’s next for PSM? Weiss-Berman: “We’re working on lots of great stuff and something I’m really excited about is that we’re trying many different styles. So we’re doing a very heavily produced short-run serialized mystery show, a really fun chat show with The New York Times, Women of the Hour season two with Lena Dunham, and we’re developing a bunch of original shows. And so much more! And all the shows are really different, with amazingly diverse hosts, so I’m hoping they bring in audiences that are new to podcasting.”

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The convention bump. The Republican and Democratic conventions were dramatic and often confusing affairs, and it seems like a significant number of folks turned to political podcasts to figure some stuff out. Indeed, several enjoyed noticeable jumps in downloads across the two-week period. Some highlights:

  • The NPR Politics Podcast saw more than a 50 percent increase in weekly unique downloaders. (That metric tracks the number of individual listeners based on measurements of IP addresses.) The podcast dropped episodes every morning across the conventions, with each edition covering the goings-on of the night before.
  • Panoply reportedly experienced a 35 percent increase in weekly downloads (over the average of the previous four weeks) among their set of political podcasts: the Slate Political Gabfest, The Gist, and Vox’s The Weeds. The Gist, which is already a daily podcast, opted to drop short review episodes every morning in addition to its normal episodes across the period. The other two shows maintained their weekly schedules.
  • The FiveThirtyEight Elections podcast also saw “a big rise in downloads and rankings,” according to producer Jody Avirgan. A spokesperson later added that over the convention period, the team “saw consumption of the Elections podcast increase nearly 300 percent compared to daily consumption before the conventions.” The podcast also dropped episodes daily across the two events.
  • The Ringer’s Keepin’ It 1600, which features former Obama administration staffers Jon Favreau and Dan Pfeiffer, saw a bump of about 15 percent. Before the conventions, the podcast had steadily grown up to an average of over 200,000 downloads per episode, and went up to about 230,000 downloads per episode through the two events.
  • BuzzFeed’s No One Knows Anything saw a “171 percent increase in downloads during the two weeks of the conventions, compared to the two weeks before the conventions,” said Meg Cramer, who produces the show. “But, it’s hard to make comparisons, because our convention coverage was different from our weekly show. (Several topical mini-episodes, vs. one big show.)”

These event-based growth bursts are extremely valuable, but the real question is whether the shows will be able to retain the influx of new listeners. Brent Baughman, who produces the NPR Politics Podcast, tells me that, while it’s still a little too early to tell, he estimates that about three-quarters of the podcast’s new listeners have stuck around since the conventions. He also notes that the podcast now enjoys an audience of over 560,000 weekly unique downloaders.

It should be noted that the bumps didn’t come from organic discovery alone. Around the convention period, FiveThirtyEight carried out aggressive cross-promotion efforts that hoped to draw in audiences that exist on its other platforms and on platforms controlled by parent ESPN. Those efforts included a refocus on embedding the podcast in FiveThirtyEight articles, adding language that welcomed new listeners to the show, featuring the podcast in the ESPN app, and working with ESPN Radio to run a spot on terrestrial stations promoting the podcast. “That’s going to start working into the rotation soon, I hope,” Avirgan added. “It’s not going to be a huge push, but frankly I imagine a lot of the kinds of folks who are just tuning in to the election are the types of folks who are listening to ESPN Radio, etc. So, we’re trying to be smart about targeting that group.”

NPR marshalled similar efforts of their own. On July 14, Gimlet’s Reply All dropped an episode containing a guest dispatch by NPR reporter and Politics Podcast cohost Sam Sanders (who, by the way, is an absolute star) that focused on the shooting in Dallas. And in the following two weeks, NPR director of programming Israel Smith coordinated a strong cross-promotion push across the organization’s other podcasts, acutely focusing attention onto the Politics Podcast and its presence on the convention floors.

Key national events like these conventions are essential opportunities for podcasts — or any new medium, really — to prove their worth as possible additions to the world’s wider information architecture, and the onus is on them to make themselves known in times when collective reality feels increasingly distorted.

“I think you build news consumption habits in a year like this,” Baughman said. “It’s a time when you generally want to be more informed than you are.”

An audio newsletter. It’s always a wonder to find a place that’s doing strange and wonderful things.

One such place is Boston public radio station WBUR, which will be launching an experimental 21-day fitness podcast project called The Magic Pill next month. Here’s how it works: People who sign up will receive daily Magic Pill newsletters, with each missive — that can be consumed right off their inbox — containing a short podcast episode that contains exercise tips, stories about fitness, and even some music to get that body movin’. Participants move through three-week-long sequence on their own, as they’re given the ability to initiate the challenge cycle at any time, and their relationship with the podcast will be tightly managed through their interactions with the newsletter.

“In a way, you could call this an audio newsletter,” said Lisa Williams, who holds the title of engagement director at the station. “It’s a real hybrid.”

The challenge is one of the many projects being developed in WBUR’s Public Radio BizLab, a Knight Foundation-funded initiative that seeks to explore possible new business models that can help sustain public radio stations in the future through rigorous experimentation and design. (And let me tell ya’, some of these experiments are fascinating, including a blockchain-powered emerging music library.) The lab is a smart, deeply needed enterprise and, quite frankly, I’m amazed that such a thing exists in the first place.

Like all other BizLab projects, The Magic Pill was designed to answer very specific, testable questions: Could you create a tightly-design podcast experience that plays out within a subscriber’s inbox (as opposed to, say, an RSS feed)? Can the process of creating that experience increase the level of data literacy among the operators at WBUR? And, perhaps most importantly, are listeners who take part in an ongoing experience more likely to donate or become members?

That last question, which focuses on discovering new fundraising avenue within the public radio system, is a crucial pillar for the BizLab initiative. And much of the project designs are guided by tangible, and often frustrating, past experiences. “We did this great project once on Whitey Bulger,” Williams said. “It was just such amazing work, but we didn’t do anything to package it in a way that would get people to support the station more. But when we packaged and sold it as an ebook, about 11,000 people bought it. We left money on the table.” (Interestingly, the ebook, “Whitey on Trial,” is generally available for free, but it’s priced at $1.99 on the Amazon Store — the lowest possible rate — because ebooks can’t be listed there for free.)

When I asked Williams what conversion rates she would consider a success, she guided me to focus more on the balance between outcome and effort. She noted that relatively low conversion rates would still be considered fine, given that the amount of work that goes into making The Magic Pill is significantly less than the huge fundraising efforts that involve heavy participation across the whole station. In Williams’ mind, the emphasis is on the tightness of workflow and a rigor in pushing specific sets of audiences down the fundraising funnel. It is a valiant, refreshing prospect, and I’m curious to see where this goes.

You can sign up for the newsletter here. The Magic Pill project goes live on September 1.

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Bumpers. I believe I’ve been on the record before as not particularly enthusiastic about social audio apps and any relevant enterprise that seeks to make podcasts more shareable on social platforms like Twitter and Facebook more broadly. For me, the arguments largely takes two forms: (1) a sense that the rendering of a piece of media into something more shareable threatens to deconstruct, atomize, and commoditize that piece of media for a whole other purpose — and for podcasts, that fundamentally means a stripping it of its original value proposition, and (2) a general feeling that social platforms are universes upon themselves whose activities should be native to the very structures of those platforms. Plus, there’s a whole square peg/round hole bit to such efforts, and I just find it all rather inelegant.

That said, I’ve still made it a point to keep an eye on new social audio apps like Anchor (my write up here) and Rolltape (R.I.P., my write up here) because I figured there’s always something to learn from such experiments.

Which is why I’ve been tracking a new app called Bumpers for some time now and, I have to say, it’s perhaps the audio-oriented app that comes closest to deconstructing and replicating the original value proposition of a podcast. Where apps like Anchor and Rolltape focused on communication, Bumpers firmly trains its eye on creation and expression — and that, I think, is where it gets the association right.

Here’s how it works: Users record a session through the app, which then automatically segments the recording based on sentences that users can stitch together into a podcast (referred to as a bumper within the app’s universe, for obvious reasons) by selecting and sequencing those sentence units into a whole through the app’s rather intuitive mobile audio editing interface (which, goodness, is key to the whole experience). There’s a library of preset sounds that you can throw into the mix, the additions of which greatly influences the feel of the bumper — not unlike, say, how an Instagram filter alters the feel of a picture.

That evocation of Instagram is not accidental. “I think a good analogy is Instagram for podcasts,” said Ian Ownbey, one of Bumpers’ creators, when I asked him to describe the app, which I had trouble articulating. “Instagram’s goal wasn’t to replace professional photographers — it was to let everyone else easily take and share high quality photos.”

Ownbey, who was an early engineer at Twitter and is also responsible for the OneShot app (which I’ve written about in relation to the theory behind screenshorting audio), has been paying close attention to the dynamics of the podcast space to build Bumpers, and thus is privy the complexities associated with the distribution and listener-end of the ecosystem. A lot of those considerations inform the development of the app.

“The problem isn’t solvable as long as the community is fractured over all these different consumption mediums,” he said, reflecting on the distribution question. “Even if I went out and created a consumption client that had the best discoverability in the whole world, it would be impossible to get adoption high enough that it was useful…If all the listening happens in Bumpers itself (or in an embed from bumpers), we can start to solve these problems.”

For now, though, it’s still early days for Bumpers, and so tackling the distribution angle will have to be a future preoccupation. “Creation is our entire focus right now,” Ownbey said.

Bites:

  • A little more on the NPR Politics Podcast: Producer Brent Baughman believes the experience producing the daily convention episodes have given them a roadmap for possible breaking or morning news podcast projects in the future. “Someone’s going to plant the flag on the morning news podcast, and I think it can be us,” he said.
  • I am super, super psyched over Castro 2, a new podcasting app that shifts the user experience paradigm in such smart, wonderful ways. (Supertop)
  • After the Cleveland Browns, another NFL team has launched their own official podcast: the Baltimore Ravens. (Official Ravens website)
  • According to Current, “the audience for NPR’s newsmagazines and its member stations has been growing,” bucking a recent trend. The organization credits the rise to a bunch of different factors — much of them internally driven, but also one that involves a change in how Nielsen collects listening data — but as Tape’s Mickey Capper tweets out, “wouldn’t the main factor be the election?” Be sure to check out the ensuing thread.
  • “The (Future) Queens of Podcasting.” (The Ringer)
  • This is super cool: “Introducing 1,000 Words, a podcast that describes internet pictures in binaural audio.” (The Verge)

A new podcast power is formed, on Pineapple Street

Pineapple Street Media. “Our operating philosophy is: Everybody’s still trying to figure out this shit,” said Max Linsky, quite matter-of-factly. “All this stuff changes so quickly. We’re not going to go in and say, ‘This is the exact format we’re going to use, this is the exact person we need to use.’ We’re going to be very involved in figuring out all of that.”

It’s Thursday morning, and I’m in one of those bunker-like, poorly-lit Manhattan coffee shops sitting with Linsky, the cofounder of Longform.org and cohost of its eponymous podcast, along with his new business partner, Jenna Weiss-Berman. That’s the Jenna Weiss-Berman, who until recently was the director of audio at BuzzFeed, where she built out the company’s audio division and launched its first slate of podcasts, including the very popular Another Round. (News of her departure was officially circulated this morning.)

Weiss-Berman and Linsky are talking about the new venture they’re launching, the whimsically-named Pineapple Street Media, which will be in the business of developing podcasts for clients. They’re telling me about inquiries they’ve both received in recent months — how numerous companies were interested in starting their own podcast divisions, how those companies had been asking for help to develop shows, and how for the most part they’ve been unable to directly assist them.

“We’re trying to build something where we can say yes,” Weiss-Berman said.

The duo is starting out with a strong list of clients, all publishers of a sort: Lenny Letter (foreshadowed in this Nieman Lab writeup), the advertising agency Wieden+Kennedy’s publishing division, and most notably, The New York Times. They hinted at a few other major clients in the pipeline, but those partners have yet to be confirmed.

The Times partnership might be of particular interest to Hot Pod readers, given the paper’s recent announcement that it was building out its own in-house audio team. According to Weiss-Berman and Linsky, they’re only on contract to develop one show for the Gray Lady at this point.

“We’re big fans of the shows that Jenna and Max have created, and are excited about them helping to unleash a similar spirit and voice from New York Times personalities,” wrote Samantha Henig, the editorial director for the Times’ new audio unit, when I reached out for a statement. “We are continuing our hunt for an executive producer to oversee all of our new audio projects, including what we create with Pineapple Street. But given the enthusiasm and momentum here, we’re eager to start piloting some of the ideas we’ve been tossing around so that we’re ready to roll once we have the EP in place.”

This arrangement with the Times is indicative of the kind of work that will probably make up the bulk of Pineapple Street Media’s docket. Weiss-Berman and Linsky told me that they expect to work with a lot of companies with nascent audio divisions. They also made it a point to emphasize their flexibility as a company, a trait that will extend to their business model. “It’s going to be a slightly different scenario with each company. Some arrangements are going to involve rev shares, some are going to involve flat fees,” Linsky said.

Also notable: Pineapple Street Media will be developing its own shows. “Making original stuff is a big part of why we’re doing this,” Weiss-Berman said. She told me that Women of the Hour, the Lena Dunham-hosted podcast she produced that came out late last year is now a Pineapple Street Media show. That show was cobranded with BuzzFeed across its first season.

This all sounds like the prototypical origin story at the heart of every upstart: a plucky band of cofounders encounter a problem, identify a solution to that problem within themselves, and then form a business to capitalize on the opportunity — with hopes to drag in a few boatloads of cash along the way. And that all appears more or less the case for Weiss-Berman and Linsky. But what strikes me as significant is how relatively restrained they seem to be — in how they talk about their new venture, in their reading of the space, and in their understanding of what they’re bringing to the market. Granted, they still spoke with the swagger of people who know just exactly how good they are at what they do (well, more she than he; “I’m mostly riding Jenna’s coattails,” Linsky said), but it’s a confidence that’s noticeably tempered with the wariness of two seasoned operatives fully cognizant of the unpredictability that tomorrow brings.

Though, between the substance of their track record and the depth of their Rolodexes, perhaps they probably shouldn’t too wary. Weiss-Berman is something of a renowned figure among certain circles in the public radio and podcasting industry; based on my conversations across the industry, it’s hard to overstate just how deeply respected (and connected) she is. And though he’s not natively of the audio world, Linsky’s Longform podcast, a popular interview show that features a murderer’s row of journalists as guests (Ta-Nehisi Coates! Margaret Sullivan! Brooke Gladstone!) — of which I am a huge fan — surely serves as an indication of his consistency and access. Also worth noting: Linsky developed Brownscast, the Cleveland Browns insider podcast that I wrote about a few months ago, which to my mind represents a kind of premium sponsored-content material that Pineapple Street Media can tap into further.

It’s still very early days for Pineapple Street Media. Weiss-Berman and Linsky haven’t yet thought about which technology platforms to work with — though they mentioned that they wouldn’t be surprised if such arrangements change based on project needs — and they’re still in the process of hiring their first producers. On that topic, Weiss-Berman was adamant on a few things. “We have strong values around the company we’re building,” she said. “We want to pay people well, and we will always pay interns. That’s the only way we’re going to build a diverse company.”

(Hear, hear!)

Weiss-Berman’s last day at BuzzFeed is May 10. As for Linsky, he assures me that Longform will continue operation while he pursues this new venture. You can find the company on their new website.

BuzzFeed Audio. Jenna Weiss-Berman’s departure from the company comes accompanied by news of another exit: Heben Nigatu, one of the two hosts of Another Round, is leaving the company to join the staff at The Late Show with Stephen Colbert. “After three and a half years at BuzzFeed, my journey here is up,” Nigatu tweeted last Thursday. “It’s been an incredible ride and I really appreciate y’all rockin with me.”

This puts the future of the show in some question, but according to Eleanor Kagan, the show’s producer, it’s business as usual for the immediate future.

“We’re so, so proud of Heben and can’t wait to see what fantastic things she’ll make next,” Kagan wrote when I reached out for comment. “As for the future of Another Round, we’re working on ways that we can keep it going because we believe in it, love making it, and love the community it’s created. As Heben settles into her new job, we’ll work on finding the best way to do the show with her schedule. We’re excited to continue the work we’ve been doing, and new episodes aren’t stopping any time soon.”

Nigatu’s cohost, Tracy Clayton, was similarly optimistic. “Though I will be wearing black for the foreseeable future and am currently working on a cut-out Michael Jordan Cry Face mask to wear for the rest of my life, I am completely ecstatic for my sister and thrilled to see all the amazing things she is sure to do,” she wrote. “I’m also really, really excited to continue collaborating and working together to give you more of the best stuff ever.”

Meanwhile, the company hasn’t announced who will replace Weiss-Berman as the new director of audio, though they are expected to do so very soon. In any case, the #podsquad continues to chug along; they recently launched No One Knows Anything, a politics show that adopts a news magazine format. (We’ll talk about that next week, hopefully. News magazines, guys!) It’s BuzzFeed’s sixth podcast overall, though that number will drop down to five once Women of the Hour shuffles off to Pineapple Street.

I wish everybody involved — those who depart, those who stay, those who will come on board — the absolute best of luck.

Notes on collaborations. Last week brought word of a new podcast that comes out of a partnership between Mic and the Economist — two media brands that couldn’t be further apart from each other in my mind, but whatever I’m all for unexpected bedfellows, so more power to ya’. Anyway, that podcast, Special Relationship, aims to cover the 2016 U.S. presidential elections from an international perspective. It is also, interestingly enough, the latest in a growing list of podcasts that emerge from collaborations between two different media companies.

A sample list of such duets: Actuality from American Public Media and Quartz, Codebreaker from American Public Media and Tech Insider, Modern Love from The New York Times and WBUR, and The Awards Show Show from KPCC’s The Frame and Vulture.

These partnerships have caught the attention of a number of Hot Pod readers. Over the past few weeks, several folks have written me asking for how these collaborations work in practice. I’m sure the flow works really differently between each show, but just to get some flavor into this, I reached out to the teams at Special Relationship, Actuality, and Codebreaker asking for some process stories.

Special Relationship. “It’s really a joint effort across the board,” wrote Caitlyn Carpanzano, a spokesperson for Mic. “Our policy team is working very closely with The Economist’s editorial team to determine themes of each episode, we’re pulling in guest voices from both newsrooms. There is, of course, a good amount of coordination that goes into taping the episodes as Mic will tape in New York and The Economist tapes in London.”

In terms of coordinating production, Mic’s side of the equation is handled by John Lagomarsino, a senior post producer at the company who previously worked on the video team at The Verge. (He also cohosts his own music podcast on the side, Tuner.) Lagomarsino produces the audio, and runs point on the scripting process. The Economist’s side is coordinated by Frank Andrejasich, a product manager for the publication’s new product development department who is based in Brooklyn.

Actuality and Codebreaker. “Our editorial collaboration is pretty deep on this one,” wrote Sitara Nieves, referring to Actuality. Nieves is senior producer of Marketplace, though she also works on Actuality and has some knowledge on the process over at the Codebreaker team. “From the hosts (Sabri Ben Achour from Marketplace and Tim Fernholz from Quartz) to the feedback that comes from both teams on a periodic basis. The brain trust is shared across Quartz and Marketplace, though the production resource is largely provided by Marketplace. The sales teams work together to sell digital underwriting for the podcast and the marketing teams have worked together as well.”

“Tech Insider and Codebreaker looks a little different,” Nieves continued. “Though there are editorial conversations up front between our production team and a colleague at Tech Insider, we largely drive the editorial content. This is largely the brainchild of host Ben Johnson and he drives a lot of the approach to the podcast. Ben and the production team work with a colleague at TI during preproduction of each season to establish ideas about how reporters there can work with Ben on stories they’re thinking about.”

She went on to mention that Tech Insider handled distribution of Codebreaker through its website, producing “ancillary blog posts” for each episode that features animated videos to pull readers into the podcast.

Maximum placement. Did anybody catch the bonus Judge John Hodgman episode that dropped last Friday? The 44-minute episode, which was released outside its typical weekly publishing schedule, was a fascinating piece of advertising integration with the car company Chevrolet. The actual content saw no diversions from the typical format of the show — a sort of absurdist Judge Judy adjudicating the tiny horrors of everyday things (for the most part) — but the episode did feature a distinct automotive-related theme, an editorial choice that followed from the Chevrolet sponsorship.

That bonus sponsored episode bears some similarities to the four-part sponsored series published by the Cracked podcast last November. That run, which was a campaign by GE, also kept the general structure of that podcast firmly in place, but it also involved whole segments that appear to feature GE employees as call-in experts. (Of course, that integration was overshadowed by the other GE podcast advertising campaign that took place that month — the short-run science fiction audio drama series The Message, which was produced by Panoply and remains the weird/successful podcast advertising initiative of record.)

It’s also worth noting the Chevrolet podcast spot isn’t the first of its kind for Maximum Fun, the network that oversees Judge John Hodgman. Last summer, the network’s popular comedy podcast My Brother, My Brother, and Me ran a bonus sponsored episode that was far more ambitious in its creativity…and in the way it pushed against certain boundaries. The sponsor in question was Totino’s Pizza Rolls, and the episode saw the show’s hosts — Griffin, Justin, and Travis McElroy — stretch 45 minutes out exclusively discussing and answering questions about the microwavable meal.

It’s as surreal as you think it is, but that episode was also an example of a podcast having its cake and eating it too, advertorially speaking. In a Splitsider article lauding the episode, the critic Nathan Rabin wrote: “In an astonishing turn of events, this was not solely a hilariously meta parody of product placement and what it known as ‘native advertising’; it also doubled as a brilliant exercise in product placement and native advertising.”

The question at the heart of all of this, of course, is the extent to which advertising campaigns of this nature can be replicated enough to become an actual strategy, and whether they can fit into a podcast advertising environment where dynamic ad insertion and programmatic audio advertising are expected to become the norm for the purposes of scale. For the record, I don’t think this kind of campaigns will be anything more than one-off novelties; the onus, then, is on the networks to make sure these special campaigns are priced way through the roof.

Related reading: “Where Brands and Comedy Meet: The Weird World of ‘Native Marketing,'” from Katelyn Best on Splitsider. Also, “Big Corporate Sponsors Could Change Podcasting Forever” over at Wired, completely annihilating with the hyperboles.

Bites:

  • Audible launches one of its first original programs under Eric Nuzum’s tenure, “Presidents Are People Too.” (Twitter)
  • Looks like parts of SoundCloud were down for about three days, causing sporadic download and streaming shortages for podcasts hosted on the platform. The official reason is site maintenance; for the record, the RSS feeds went down late Saturday night, and was back up again early Monday morning. (Soundcloud blog)
  • The Memory Palace’s Nate DiMeo, who is a lot taller than I thought he was, is now the artist-in-residence at the Metropolitan Museum of Art in New York. Gonna write this up more extensively next week. (The New York Times)
  • Last Thursday, Quartz’s Amy Wang commemorated iTunes’ 13th birthday with a post on how it’s still pretty awful. (Quartz)

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