Everybody in this room has worked damn hard for the last 20 years to get to this point. I feel like its still a thriving business. We havent even discussed the trust issues that are very real on social media. The Ron Burgundy Podcast iHeartRadio The long-promised Ron Burgundy Podcast is finally upon us and the first episode is called " True Crime ." iHeartRadio has been teasing this show with. The tales he unfolds and his interview with a criminal psychologist are positively bone chilling. I can get all three, all the time. Hes fantastic. We started a company with Will Ferrell called Big Money Players. I want to come to exclusives and to consolidation. God DAMN that Ron Burgundy podcast sounds awful. Like I told you, we all have the same problems. The. To be clear though, theres a whole lot of fluidity between these segments. So he had a similar trajectory, and hes a wonderful guy. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we . This year, were all talking about YouTube and video podcasts. Ron and Carolina get advice about how to navigate the dark web. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Ive never seen a medium move from widely distributed, free, high quality, and low to no ad load, move into a paid medium with exactly the same assets. Actor Will Ferrell said Thursday at the Podcast Movement conference in Los Angeles that he has begun live-taping performances he is doing in L.A. which will serve at the anchor of The Ron Burgundy Podcast 's forthcoming outing. Conal Byrne is the CEO of iHeart Digital. Its all about the org chart. There has never been a moment in the company that we were sidelined or deprioritized. Our partnership with him is to monetize his shows better than he thinks he could himself, but to also co-produce a whole new slate of shows. No. If I want to hear a perpetually adolescent man scream PEE PEE through my speakers there's a ton of YouTube channels I can subscribe to. Our job was really simple. Anybody in the room, and most of us do work in podcasting, know that number is harder and harder to get every day. I want you all to download the iHeartRadio app. I just need answers.. If youre a marketer and you hear that third stat, youre like, Wow, a third of all the stuff that people take in is marketing. I understand where we sit in the pecking order in terms of cume. Hopefully the truth will be revealed during the first season of the newly announced The Ron Burgundy Podcast. They do it like an hour a day. Aren't. Real. Those three things let us go from 2018 to 2028 in our own trajectory almost overnight. Folks trusting social media less, influencers having less success on social media because of that, and therefore marketers being like, I dont know what to do with this. We wanted access to that to shout really loudly about the stuff we were doing. Do you know how hard it is to make a mass-reach medium, that 80 million Americans a week are like, Im going to do that today? I only say this to you because thats how we do that sale. Just SKIP them, also they complain about the live audience which I get but I doubt theyll change it. I think our stats were something like never more than 1 percent, 2 percent, 2.5 percent of our downloads in any given month. This is a must-buy bucket of marketing. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Ill answer it this way. I want to wrap up with the Decoder question. Were also co-producing a slate of whole new stuff. / Sign up for Verge Deals to get deals on products we've tested sent to your inbox daily. It was like, The optimal video is this length, and you have to open with this thing and close it with that.. Glass-walled conference rooms where they just come up with funnier promo codes? I want to start at the beginning. We all know what a YouTube video is, because YouTube has designed the constraints of the platform to produce that thing. Our partners at Work x Work. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! The problem it was solving, the price point was undeniable, it made perfect sense to me. Its why those guys initially were the first people to jump into podcasting, because the only kind of marketer that doesnt need your data is a direct response marketer. I think we moved off it too fast and I think its a robust business we should still focus on. Its because of the venture capital money. Thats interesting. Dermot Murnaghan has signed off at Sky News for the last time by referencing the Will Ferrell comedy film Anchorman: The Legend Of Ron Burgundy. I wonder how much Im spending on audio marketing? That number is usually nine or 10 percent of their overall investment. Co-produced by Funny Or Die, the 12-episode "The Ron Burgundy . In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things . Yeah, we did a great Decoder episode with Chris Dixon, the lead partner for that stuff at Andreessen Horowitz. Weve talked with Ashley a lot about this. Up or down on NFTs? That was my next question there. A bonus episode that somehow escaped the vault. Do you look at your distribution endpoints and say, That one is the most lucrative one, and this is a less lucrative one that we should focus on? Show Monocle 24: The Foreign Desk, Ep Explainer 355: Ron DeSantis vs Disney World - 1 Mar 2023 In my opinion, I dont think we would be where we are as an industry otherwise. Promote. Yes. Carolina Barlow is Will Ferrell's assistant and co-host of The Ron Burgundy Podcast. He used his podcast as a way to capture that language and report on how a language dies off the face of the earth, never to come back. I just dont think they get that in a lot of places anymore because of the highly formatted other platforms that theyre making content for. It said, Lets do mega deals. That could be worth it, if a creator is that good, you may want to pay that. In this podcast, Ferrell discusses his opinions on various topics and shares his thoughts from Ron's point of view. Next week, Im with Universal McCann. Every single question is about org charts. This thread is archived Its crazy to see your podcast expressed as a series of note cards by the way its very humbling. Or this will be a business in and of itself, and thats fine too. The Ron Burgundy Podcast Published 10/14/22 Introducing: Season 3 of StraightioLab Published 09/02/22 Peter McIndoe and Tim Heidecker Ron meets with Peter McIndoe to discuss the fact that Birds. I think that its okay to innovate over here, and with the direct response folks, they innovate in their own way. In fact, you almost certainly kill true creativity when you hit that moment. Were going to build the podcast business by running Will Ferrell at you until youre sick of it, because we control that inventory and we control that distribution.. Theyll overcomplicate in order to camouflage something they probably shouldnt have done. There are huge, great ad agencies like Ad Results, Veritone, and Oxford Road who do great business for performance marketing companies. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. If you can never get enough true crime Congratulations, youve found your people. Otherwise, Id be sitting up here saying, We are really working hard to get everybody on the iHeartRadio app. The business and the economics of podcasting today still sit with the creator and the publisher, because you own the pipe that you distribute your shows through. I choke my audience if I choose to pull my RSS feed out of a distribution app, because people who go there and expect it there wont see it anymore. Do you care? I have not mastered this, by the way. Thanks to all of you for coming to the HotPod Summit. The truth is, audio all-up is a third of all the media we consume. Thats a super good question. You brought up SEO. Really, really terrible. I certainly wouldnt be where I am as a podcast network without the support of not just the sales team, but the creative juice of the broadcast radio guys. Weve all seen this, so Im not saying anything privileged. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick StumpfExecutive Producer: Mike FarahConsulting Producer: Andrew SteeleAssociate Producer: Anna HossniehWriter: Jake FogelnestProduction Supervisor: Colin MacDougallThis episode was Engineered, Mixed and Edited by Ron and Carolina are joined by special guests, a random man and woman who happen to be in the elevator when they get stuck at the start of the recording. A friend told it to me a year or two ago. Thats important, because I think they want to do the right thing by the medium. All of the distribution points that we distribute to today through RSS feeds are equal to us in terms of the money we make, because thats just how RSS feeds work. We obviously have a podcast team, run by the president of the iHeart Podcast Network, Will Pearson. A company thats like, A lot of action is in business affairs, is a company that has figured out a bunch of stuff. Well, we have over $100 million a year in broadcast radio marketing. I know. Lightning round. Its the suspense for the org chart question. We had three or four people who were our formal official sales team at Stuff Media. We tend to think we have to do things sequentially. Was there ever the thought, Hey, as long as were getting listeners in the door and making these numbers go up, some of them will convert and stay? One way to do that is to create different operating segments in your company so you can talk more about how well youre doing inside certain divisions and businesses as opposed to it all getting lumped together into one big overall set of numbers. Big Money Players and iHeartPodcasts. Morbid is a true crime, creepy history and all things spooky podcast hosted by an autopsy technician and a hairstylist. Our business affairs team is busy and accounts for a lot of our growth. We pulled in their seven or eight podcasts with the promise that we would market and monetize them better. The tales he unfolds and his interview with a criminal psychologist are positively bone chilling.Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack O'Brien, Miles Gray, and Nick StumpfExecutive Producer: Mike . He founded it in a Duke University dorm room, and now hes found his way into podcasting. To some extent, you kill creativity and true innovation when you start to reverse-engineer what an asset should be for the content platform its going to be distributed on. If you love digital audio and you want real reach, there is no way to get real reach in digital audio. We also have an original content series we make with IBM called Smart Talks with IBM. I have a card here that says NFTs on it. That comprises all of our social media assets, all of our websites, a huge streaming business, a lot of the innovative tech work we do like how we launched iHeartLand in Roblox and Fortnite and podcasting. For those unfamiliar with Mr. Burgundy, he is Will Ferrell's obnoxious, headstrong . Thats a really cool medium if only it were video. Podcasting is not video. It makes sense to me. Ron DeSantis with the nickname "DeSanctimonious" ahead of a likely battle for the 2024 Republican presidential nomination. As that has happened, this thing has come along called audio. You walk into a holdco in New York and youll say, I know were going to talk about podcasting today. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things about people we never knew we wanted to know. Thats driven most of our growth in podcasting over the last two, three, four years at the company. Well, Conal, thank you so much for being on stage, and thank you for answering questions about your org chart. You just saw it happen. They have taken this nine out of 10 American adults a month and just informed it with a digital listening panel. On iHeart Media. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. But no, youre spot on. Thats what it sounds like. Fast, cheap, and good. Thanks. Thats a meeting I want to go to. Why is that? If its a jump ball, Id love them to use the iHeartRadio app. The toothbrushes were great. In the Big Money Players network, comedic talent like Langston Kerman or Carolina Barlow are right alongside folks like Bowen Yang, Nikki Glaser, or Eric Andr. Abs are sure to get a workout from the contagious humor. How do you do it? In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things . One thousand or so of the sellers that I mentioned sit in the multi-platform group, and they certainly sell all the assets we have. Conal oversees podcasting at a giant radio company, and his group accounts for a quarter of iHearts revenue, which was $1 billion last quarter alone. Is this a thing you want to do? The Ron Burgundy Podcast. Yes, its about my competitors, I get it. We ran a third-party research study two years ago with WARC. Ron listens to an Opera Singer, to see what all the hype'sabout. So I dont depend on it, but we have seen some traction there across 10, 12 shows getting optioned and its meaningful, with huge partners in Hollywood. Theyre mine. I was like, I dont need you to talk more. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. We have a whole newsletter for podcasters. I can talk about the things I cant talk about on the radio. I think thats it. This is the org chart question now. My point in answering this way is that he uses this company, to some extent, to find new comedic talent that is the long tail youre talking about.