Bill Simmons, Twenty Twenty, Brandon discussed on Digiday Podcast

Digiday Podcast


Which is really cool. It's become our basic become our flagship. So I you want it, I want to get to the AD side but like. I'm interested in. In this diversification of podcasts, I think one of the diversifications is is short right? There's more I've noticed more of these like daily podcasts that are that are short and that are briefings. Five ten minutes round. The standard feels like a half a half hour to forty minutes, and then you had the bill, the Bill Simmons crooked media sort of that goes into like an hour plus. Yeah. Yeah I mean. Part of it is we want to figure out where we fit into someone's overall media diet and when you're creating content like encyclopedia manteca that's Evergreen and frankly ernest right like trying to educate people about interesting women from history where does that fit and it could fit as a break in your day could fit in the morning after you listen to the daily, it can set while you're making dinner, but it's not five minutes is like it's hard to know exactly where that fits because it fits in so many places. and. So we think of it as like, what can you do it in tandem with other listening activities you do it in tandem with I. think that's really interesting when I look at like all of these new date like daily briefings that are five to ten minutes I'm skeptical of those I actually think that's harder to habituate because people are have already shown that they're willing to listen to the daily at Twenty twenty five minutes. Yeah. So with these different podcasts you like, are you building a brand? Or you building franchises I wonder like do. You describe yourselves as an audio I media company, which I think says, we're not a podcast studio. We're not just looking to not just I, mean look at what they sold for but. I think the the of a lot of these. Wonder. If for example is we're just the studio and the brands are the shows. How are you looking at that is is that the same approach different? This is a very good question. It's the question on my mind. We are trying to build a brand, but I would say as a bootstrapped media company, we sort of had to make some hard choices early on and if felt like a better use of money and resources to design beautiful podcast art than to create a gorgeous brand book and develop a huge social media following for wonder media. Network. Also, like as you know podcast followings. Are about the hosts and their about the content and the charisma of a particular show. They're much less about the fact that it comes from digital or it comes from crooked. There are those like super super fans that are like all listen to anything that comes out of sleep but slate has like lots of different types of shows with of different types of listeners. And it also has all these other entities that people are following. So there's more brand loyalty there we started with nothing we started with no celebrity, no audience no podcasts in existence and no brandon existence like building all of that together at once was really hard continues to be really hard. So we have much more brand recognition for our individual shows for our franchises but I not lost sight of wonder media network as a brand and I think the sloughing say on this, we're we also her beauty organization, and so I've been a little bit more focused on brand building wondering media network in the Brandon podcast space or as production studio, and that brand name feels household in a way that it doesn't like the women who I think this year podcasts. The key is that there I mean the key behind a brand is is that there's an ethos in a point of view that that stretches..

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