Focus on Blubrry Podcasting: Podcast Directory

screenshot of the main page of the Blubrry podcast directoryThis is the third part of an ongoing series that focuses on features provided by Blubrry Podcasting.

Podcasting is all about syndication; you want your show in as many places as possible in order to reach the largest potential audience. Big podcast directories like Apple Podcasts and Spotify get a lot of attention. Did you know Blubrry Podcasting has its own podcast directory of over 1.3 million shows? While many podcast directories are simple lists of shows, Blubrry’s directory is much, much more.

Getting Established
Its podcast directory is one of the first services Blubrry provided to podcasters. The directory is one of the longest-running and widest-ranging collections of podcasts in existence. From the start, Blubrry allowed podcasters to submit their shows to the directory for free; the only requirement: create a free Blubrry account.

Blubrry is constantly monitoring APIs for other public podcast directories and automatically adding new shows from those sources. Your show could already be present in the directory and waiting to be claimed, even if you’ve never visited the Blubrry website.

Podcast Discovery Built-In
Blubrry’s podcast directory isn’t just a place for podcast producers. It’s also a powerful tool podcast consumers can use to find their next favorite shows. The directory features a curated list of podcasts, hand picked by Blubrry staff. There’s also dedicated subdirectories for popular categories like Comedy, Business, Religion, True Crime, and more. If that’s not enough, podcast fans can drill down into specific topics using the directory-wide search engine. Once a new discovery is made, podcast episodes can be played immediately within the directory or shows can be followed within various podcast apps using the links in the directory sidebar.

Video Podcasts, Too
Many podcast directories limit themselves to audio only . But the Blubrry directory includes all types of podcasts, regardless of format. That means it’s possible to find and watch video podcasts from many different content categories right there in the directory.

Beyond The Directory
Software developers have access to everything in the Blubrry directory via the Blubrry API. Imagine the cool apps/services that could be built with all of that podcast data. Just another reason to make sure your show is included in Blubrry’s podcast directory!

Takin A Walk Podcast Accepted Into Rock & Roll Hall Of Fame Library And Archive

Buzz Knight, host and creator of the popular podcast Takin A Walk, is proud to announce the donation of select episodes to the Rock & Roll Hall of Fame Library & Archives.

Takin A Walk has been a beacon for music enthusiasts, offering in-depth conversations with some of the most influential figures in the music industry,” said Buzz Knight. “From legendary rock stars to up-and-coming artists, the podcast has provided listeners with a behind the scenes look at the music that has shaped our culture.

“I’m thrilled to donate the Takin A Walk podcasts to the Rock & Roll Hall of Fame” continued Knight. “It has been an incredible journey connecting with artists and sharing their stories with listeners around the world. Preserving these conversations in the Rock Hall’s archives ensures that future generations can continue to be inspired by the power of music.”

The Rock and Roll Hall of Fame, located in Cleveland, Ohio, is dedicated to preserving the history and celebrating the impact of rock and roll music. The addition of Takin A Walk to its archive further solidifies its commitment to documenting the evolution of the genre and the voices that shaped it.

About Buzz Knight

Buzz Knight is a media executive, consultant and music enthusiast based in Boston Mass. Through the “Takin A Walk” podcast, Buzz has provided a platform for artists to share their stories and connect fans on a deeper level. “Takin A Walk” is part of the iHeart Podcast Network.

About the Rock & Roll Hall of Fame

The Rock & Roll Hall of Fame, located in Cleveland, Ohio, is dedicated to celebrating the history and impact of rock and roll music. Through its exhibits, archives, and programs, the Rock Hall preserves the legacy of the genre and honors the artists who have shaped its history.

Frequency Unveils Enhanced Contextual Targeting Solution For Podcast Ads With Barometer

Frequency, the leader in workflow automation and ad management for audio, announces its partnership with Barometer, the only independent brand suitability and contextual tools and targeting to deliver contextually relevant ad creative to make 1:1 connections with podcast listeners.

With the addition of Barometer’s Brand Suitability and Contextual Targeting to Frequency’s Audio Ad Management Platform, advertisers gain enhanced capabilities for curating the ideal context to reach listeners. Powered by AI, Barometer scans, analyzes, and categorizes podcasts at the show and episode level. Contextual segments are created and made available to advertisers for targeting based in categories, such as host gender, content category, genre, keywords, topic sentiment, and brand safety.

The integration will enable Frequency clients to activate Barometer’s targeting with ease. Once contextual segments are selected and aligned with creative, ads are delivered using VAST tags across any audio publisher. Results down to the segment and creative level provide insights into the performance by content and context, facilitating data-driven optimizations to improve ROI.

“Barometer’s bottom-up, episodic contextual analysis enables a new level of contextual targeting that was not possible before,” says Tamara Zubatiy, CEO and Co-Founder of Barometer. “In the absence of this analysis, the status quo was relying on genre categories or even show descriptions.”

“Context is king in podcast advertising, and our partnership will enable any advertiser or publisher to deliver the right creative to a listener asked on the content they are listening to,” says Pete Jimison, CEO of Frequency. “Frequency will make it easy for podcast networks to run variations of host-read ads that align with the content of the episode. It’s an exciting evolution for dynamic ad insertion technology to make creative more relevant without limiting audience reach.”

Interested in learning more? Visit frequencyads.com or contact sales@frequencyads.com.

About Frequency

Frequency has created the next generation of ad management for the audio industry, providing workflow automation and targeted delivery in one innovative platform. With Frequency, audio networks can increase revenue opportunities, reduce manual operations, and improve ad experiences. The world’s top audio publishers and advertisers use Frequency’s enterprise solutions to centralize campaigns and personalize podcast, radio, and streaming ads. Serving 5B| ad impressions a month, Frequency is the chosen software for audio operations efficiency and growth.

About Barometer

Barometer is an AI-powered omnichannel contextual engine with best in class brand safety, suitability and contextual targeting solutions for podcast advertising. Our patent-pending, AI Brand Integrity Cloud uses natural language processing to analyze multi-modal content based on industry standard taxonomies including the IAB Content Taxonomy 3.0 for contextual targeting, the Global Advertisers for Responsible Media’s (GARM) Brand Safety Floor and Suitability Framework as well as custom taxonomies.

Trained on over a million hours of user-generated, our innovative solutions drive radical transparency across the UGC ecosystem building trust between the supply and demand sides to usher in a new era of scale and maturity in UGC advertising. For more information, visit thebarometer.co.

Executive Producer Madeleine Hawcroft Joins Award-Winning Podcast Production Company Deadset Studios

Independent podcast production house Deadset Studios has appointed Madeleine Hawcroft as Executive Producer for its new season of The Solutionists with Mark Scott, produced for the University of Sydney.

Madeleine Hawcroft is a seasoned executive producer on factual and entertainment shows, having been the Executive Producer of ABC TV’s AACTA-nominated Kitchen Cabinet with Annabel Crabb, and network Executive Producer for ABC TV series Back In Time for the Corner Shop, Restoration Australia and Grand Designs Transformations.

Deadset Studios is helmed by leading podcast strategist Kellie Riordan, the creative force behind countless hit shows and the founder of Australian Broadcasting Corporation’s (ABC) dedicated podcast team, Audio Studios.

Creative Director of Deadset Studios, Kellie Riordan, said “As podcasting continues to explode, Deadset Studios is expanding to welcome Madeleine to lead the new season of The Solutionists with our client The University of Sydney. We’re so thrilled to have an executive with Madeleine’s story-telling calibre and her expertise in creating distinctive factual content that lands with audiences.”

Madeleine Hawcroft said “I’m so pleased to be working with the Deadset Studios team in collaboration with The University of Sydney. The Solutionists showcases people with big ideas, who are unearthing solutions across the complex issues of our time, so I can’t wait to bring season three to life.”

Deadset Studios has created podcasts for Australian Broadcasting Corporation (ABC), Special Broadcasting Service (SBS), ARN/iHeartRadio, as well as ranging from UNSW, Sydney University, Shine Lawyers, Dementia Australia, BBC, VicHealth, and Herbert Smith Freehills. The award-wining production house specializes in podcast production and consulting, audio strategy, and branded storytelling.

About Deadset Studios

Deadset Studios is an award-wining production company specialising in podcast production, audio strategy, narrative development, and story editing. Deadset Studios creates podcasts such as Culture Compass (ABC), Hooked, Hitched and Hung Up (ARN/iHeartRadio), One Small Act (PinnaFM), and has done story editing for podcasts such as Untold Stories: Ora (BBC) and Unprecedented (Global UK).

Deadset Studios provide strategy and production services for clients including WNSW, Dementia Australia, Sydney University, Shine Lawyers, VicHealth, and Jobsbank, The company’s led by Kellie Riordan, the creative force behind many of Australia’s biggest podcast hits including Ladies we need to talk, Unravel true Crime, Judith Lucy Overwhelmed and Dying, The Pineapple Project, and Australian Broadcasting Corporation (ABC) most successful podcast Conversations.

Sport Social Podcast Network Secures New Major Brand Partnership

Sport Social Podcast Network (Sport Social), Europe’s fastest growing dedicated sport podcast network, has secured a new major brand partnership for 2024, advertising across its 400-strong network of podcasts.

Visit Barbados via Mirabelle Communication has selected the network to capitalise on a summer packed with major sporting events, including the 2024 ICC T20 Cricket World Cup. It will be running targeted advertising campaigns through Sport Social’s dedicated cricket shows to reach a wide audience of engaged fans with bespoke content.

It comes as a new report by SiriusXM Media, GroupM and Edison Research finds that US sports fans spend over six hours with audio content each day — two hours more than the average person. Sport Social has historically seen a surge of interest and engagement from podcast listeners during significant sporting events, creating valuable opportunities for brands as fans seek out new ways to engage with their favorite sport. In 2023, the network saw a 96% increase in downloads of its cycling and cricket podcasts during The Ashes and Tour de France respectively.

Partnering with Sport Social for May 2024, Visit Barbados will be the official sponsor for over 30 cricket podcasts. It comes in the run up to matches between England and Scotland in Barbados as part of the 2024 ICC T20 Cricket World Cup. The sponsorship will include host-read ads and advertisements featuring well-known cricket legends, providing bespoke content to numerous shows hosted by Sport Social, such as Wisden Cricket Weekly and Simon Hughes’ The Analyst.

The new partnership came as Sport Social celebrates 12 million monthly downloads, and its recent expansion into Germany and France, as part of its plans for ambitious global growth.

Speaking about the partnerships, Paul Swaine, Brand Partnership Director of the Sports Social Podcast Network said: “Advertising is always evolving and we’re seeing a real shift towards ore targeted means. With podcast advertising, especially on dedicated networks, you can segment audiences into really niche categories, something we find that the brands we work with really value.

Sport podcasts in particular offer a unique opportunity, as they often attract very loyal, very engaged listeners, who are keen to soak up everything about their favorite sports. Our work with Visit Barbados will be focused on helping them tap into this, ensuring they can make the most of the upcoming summer of sport.

Podcast Revenue Growth Slowed in 2023, According to IAB’s U.S. Podcast Advertising Study

After consecutive years of healthy double-digit growth, podcast ad revenues grew at a slower pace in 2023 posting a modest revenue increase of 5% to $1.9 billion, according to IAB’s U.S. Podcast Advertising Revenue Study: 2023 Revenue & 2024 – 2026 Growth Projections.

This was due in large part to a challenging advertising climate that particularly affected mid-tier companies, resulting in losses that tempered the sector’s overall growth trajectory.

The eight annual IAB U.S. Podcasting Advertising Revenue Study, prepared for IAB by PricewaterhouseCoopers LLP (“PwC”), quantifies annual podcast advertising revenues generated over the past year, analyzes revenue share by ad category and content genre, and forecasts future revenues through 2026.

“While a few of the largest podcast companies maintain double-digit growth, mid-tier companies hit a speed bump,” said Chris Brudelere, VP, Insights & Content Strategy, IAB. “But revenue is already bouncing back.”

Podcasting is projected to return to double-digit growth (12%), with revenues of over $2B this year. It is on track to reach nearly $2.6B by 2026. Publishers will fuel growth through various initiatives, including measurement, programmatic, live events, more aggressive show promotion, and the continued development of video podcasts.

Comedy and Sports are Top Performers

Likely aided by shows from notable comedic personalities, comedy’s revenue share grew by four points in the past two years and is now among the most-listened-to  podcast genres, (overtaking news and sports) and gained nearly 300 new advertisers in Q4’23 alone.

Sports is the second most popular content genre for the second straight year, down slightly from 2022 (15%) to 13%.

“Between comedy and sports, consumers are using podcasts to be entertained and delighted – which provides a sanctuary from other serious headlines playing out across the nation and the world,” said David Cohen, CEO, IAB. “It’s where the greatest engagement and subsequent ad dollars are.”

CPG and Retail Brands Boost Revenue

CPG and retail brands revenue was up 4% and 5% respectively since 2022. Advertisers are shifting to digital platforms like podcasting that enable more direct connections with consumers.

Diversity Remains a Unique Strength

The wide variety of subjects podcasting addresses and the rapport between podcasters and their listeners continue to make the medium uniquely attractive for advertisers who need to reach niche audiences.

More than a quarter of podcasting revenues were in the “other” category, such as government, non-profit, pets, home, and more. These individual categories are often small but are so highly targeted that they are very appealing to advertisers who need to reach a niche audience affordably.

The full IAB U.S. Podcast Advertising Study can be downloaded here.

Methodology

A quantitive, online survey was sent to leading podcast industry professionals in February to understand 2022 podcast advertising revenues, revenues by industry category and content genre, as well as forecast revenue growth for the next 3 years, As in prior years, this coincided with a podcast advertising market-sizing to deliver an estimate of the market in the United States, inclusive of any non-survey participating companies.

Submissions For The Second Annual ParaPod Podcast Awards Are Open

For the second year in a row, ParaPod Podcast Awards are set to celebrate those podcasters and producers creating content in the paranormal genre. This genre includes podcasts covering topics that range from UFO/UAP sightings and extraterrestrial encounters to ghosts, possessions and hauntings, from new discoveries in world history and ancient mysteries, to psychic phenomena and metaphysics, and more. 

Often overlooked by mainstream media awards, these podcasts are just as worthy of acknowledgement and acclaim for their quality, professionalism, and perceived value as content creators in “normal” genres.

“We are thrilled to be celebrating paranormal podcasts again this year,” shares Tony Sweet, founder of ParaPod Festival, and its parent organization, Earthly Beings Foundation. “As a podcast network owner and producer, this genre has always held a special place in my heart – and on my playlist! I’m excited for the continued success of paranormal content.”

In 2023, the ParaPod Podcast Awards gave honors in four categories: Ghost Podcast (Ghost Town), Spiritual Podcast (The Colby Rebel Show), UFO Podcast (UFO Chronicles), and True Crime Podcast (Heart Starts Pounding), as well as awards for Host of the Year (Kaelyn Moore) and Podcast of the Year (Heart Starts Pounding).

This year, the ParaPod Podcast Awards have revisited the titled of their categories and added several more; the 2024 categories are:

  • Best Supernatural Podcast
  • Best UFO Podcast
  • Best True Crime Podcast
  • Best Psychic Podcast
  • Best Personal Transformation Podcast
  • Best History Podcast
  • Best Cryptic Podcast

Awards for Host of the year and Podcast of the Year will also be given.

Submitted content must have been created after January 2023. Podcasts must be at least 10 minutes long without exceeding 90 minutes. Podcasts may be submitted in multiple categories.

Submissions for the 2024 ParaPod Podcast Awards are now open online through July 31, 2024. There is a $15 submission fee.

Click here to submit

Finalists will be announced on Friday, August 2, 2024. Winners will be announced at a digital ceremony in September 2024 (TBD). Winners will receive a ParaPod certificate and other prizes. A full list of prizes and sponsors will be announced closer to the announcement of the Finalists.

ParaPod Podcast Awards is a production of the Earthly Beings Foundation.

Wondery Launches Wondery Ad Analytics

Wondery, the leading podcast and entertainment company announced the release of Wondery Ad Analytics, a new ad measurement suite to increase transparency, performance, and measurement for podcast advertisers. With over 55 show topping the Apple chats, Wondery has the most #1 global hits of any podcast studio and consistently delivers high-quality, conversation-inspiring content.

With Wondery Ad Analytics, Wondery is positioned to become a leading player in podcast ads measurement, directly addressing requests from advertiser for the types of products and services they want. The new measurement-as-a-service program gives advertising customers direct access to actionable campaign insights from trusted third-party providers. 

Wondery Ad Analytics includes six measurement products, and over a dozen third-party vendors, supporting US and non-US locales, making it one of the most comprehensive podcast ad measurement programs available in the industry including solutions for Brand Lift, Web Lift, Retain Traffic Lift, Offline Sales Lift, Brand Safety & Suitability, A/B experimentation and more.

Wordy is collaborating with measurement providers to build new features and bring first-to-market opportunities to advertisers. For example, Wondery is working with Barometer to improve transparency in brand safety by offer advertisers these first-to-market offerings:

  • Providing advertisers with brand safety and suitability ratings for non-English content with Barometer. This is the first-of-its-kind partnership improves transparency and accountability for non-English podcasts in the US, MX, BR, and DE.
  • Wondery is partnering with Barometer to enhance the Creator Intelligence solution by allowing podcast hosts to opt-in to share preferred identities and identity groups. By providing visibility into host identities, advertisers can proactively support a diversity of creators and align brand messaging with a diversity of hosts and audiences.
  • Wondery is the first publisher with cross-platform (i.e., video podcast) content uploaded into Barometer for brand safety ratings of visual and audio content. This feature will flag offensive language, conversations, words within audio as well as offensive visual elements for video podcasts.

Notably, Wondery Ad Analytics will also be working with Upwave on brand lift offerings, to create a direct data integration which allows measurement of baked-in and dynamic ads without the use of a pixel or URL pre-fix, making Wondery the first podcast publisher to ever measure baked in ads this way with Upwave.

These innovations support the growing need for customers to prove their impact, performance, and return on advertising dollars spent,” said Alyson Sprague, Head of Ad Measurement at Wondery. 

“Wondery is committed to improving data transparency, quality, and performance for advertisers through these first-to-market services, giving advertisers greater media planning controls, and has the potential to improve performance. The news of Wondery’s alliance with Barometer and first-to-market ad analytics offerings demonstrates Wonder’s commitment to serving its advertisers’ custom needs.”

About Wondery

Wondery is a podcast studio known for character-driven, binge-worthy stories including Dr. Death, British Scandal, Even the Rich, and Business Wars, and distribution of hit partner shows  SmartLess, Morbid, and How I Built This.

Wondery was behind six of the “Top 25 New Shows of 2023”, according to Podtrac, including Ghost Story, Exposed, and Stolen Hearts. Over 55 shows from Wondery have hit No. 1 on Apple Podcasts, including Scamfluencers and Stolen Hearts.

Many Wondery podcasts have been adapted for scripted television or streaming series, including Dr. Death and Joe vs Carol on Peacock, The Shrink Next Door, and WeCrashed on Apple TV+, and upcoming Gladiator and Dying for Sex for FX. 

Wondery has gained critical acclaim and commercial success for its immersive approach to sonic, emotionally driven storytelling. The Wondery app offers a unique, personalized podcast listening experience, including access to its premium ad-free offering Wondery+. With Wondery+, fans experience early access, exclusive shows and episodes, and ad-free listening.

Mission Based Media Welcomes Amanda Brown

Mission Based Media, an integrated digital media and health content company specializing in podcasts, is excited to announce the appointment of Amanda Brown to its Strategic Advisory Board. With more than 15 years of experience as an executive in various media sectors, Amanda bring a rich background in strategy, content creation, and team management across audio digital, print, and television platforms.

Amanda brings a deep understanding of the audio-first media environment, having served the Chief Operating Office at Campside Media in New York. Prior to Campsite Media, Amanda built comprehensive audio slates for both Westbrook Inc in Los Angeles and Audioboom in New York, London, and Mumbai. Amanda is founder of Podcast Live, and is the executive producer of an in-person and exclusive 90-minute interview with former Secretary of State Hillary Clinton and Cherie Blair, CBE KC.

Amanda’s exceptional track record as a foreign correspondent for NPR, BBC Radio 4, and RTÉ, along with her television and print journalism, enriches her unique perspective on audio storytelling. She raised £5 million in fundraising as CEO and co-founder of SONR, an AI software for journalists. Amanda specializes in documentary in audio and received an Amnesty International Award for her radio documentary on immigration.

“Amanda brings a deep understanding of the audio-first environment to our team,” said Dan Kendall, CEO and founder of Mission Based Media. “Her exceptional track record in audio programming and her visionary leadership in the podcasting industry are invaluable assets that align perfectly with our mission. We look forward to Amanda’s insights as we continue to expand our library of health content and accelerate our distribution channels.”

“I am excited to join Mission Based Media, where the focus on health and wellness content along with powerful storytelling resonates deeply with my professional values and personal goals,” said Amanda Brown. “I look forward to working alongside Dan and the rest of the team to create stories that both inform and empower listeners on their health journeys.”

About Mission Based Media

Mission Based Media is an integrated digital media and health content development company specializing in podcasts. Our mission is to engage, educate and empower listeners with health information that is trustworthy, accurate and objective. With insights from leading health experts and authentic stories from diverse patient and caregiver perspectives, we bring vital health conversations to life.

Lorna Clarkson Joins Audiocraft As Head Of Production

Audiocraft, Australia’s leading podcast production company, welcomes Lorna Clarkson as its new Head of Production.

With over three decades of experience in music curation, broadcasting and audio storytelling, Clarkson joins Audiocraft after her recent role as Head of LiSTNR Parenting and Kids Entertainment. Innovation has always been at the heart of Clarkson’s work, part of the founding team of Kinderling Kids – Australia’s first broadcast radio station for children and families.

Clarkson not only designed the trailblazing music rotation (tailed to kids AND their grown-ups), but went on to create Kinderling’s suite of award-winning children’s podcasts, including Busy Bodies, The Fact Detectives and Bedtime Explorers (with over 30 million downloads… and counting). Her wealth of experience and passion for podcasting heralds and exciting new chapter for Audiocraft.

At Audiocraft, Clarkson’s leadership and oversight across their podcast productions will ensure the company continues to create sound rich and immersive storytelling in the rapidly evolving landscape of digital media.

Commenting on Clarkson’s appointment, Audiocraft’s Founder and CEO Kate Montague expressed enthusiasm for the future: “Lorna’s track record of creative excellence and her commitment to audio storytelling make her the perfect fit for Audiocraft. She’s a true innovator and we’re thrilled to welcome her aboard as we embark on our next chapter of growth.”

Clarkson herself is eager to embark on this new adventure: “Joining Audiocraft represents a fantastic opportunity to create innovative audio experiences, whilst amplifying the voices and stories that matter most. I am honored to join such a dynamic and forward-thinking team, and I look forward to collaborating with creators to push the boundaries of audio storytelling.”

About Audiocraft

Audiocraft is Australia’s leading podcast production company. Driven by a passion for the radio medium, their versatile and award-winning team work across a variety of genres including crafted weekly formats, documentaries, conversation podcasts, audio fiction, and immersive audio experiences.

Known as excellent collaborators who deliver high quality work, Audiocraft have produced series for commissioners including Audible, Spotify, ABC, Listnr, and SBS, and organizations including the Sydney Opera House, the Art Gallery of NSW, the Australian Museum, the Museum of Arts & Applied Science, Red Bull and The Ethics Centre.