Report: Five Strategies for Podcasters Using Apple Metrics

Westwood One
Westwood One

This week's Westwood One blog features five strategies for podcasters using Apple metrics from Westwood One Podcast Network Executive Editor John Wordock. As the podcast industry courts listeners now safe at home due to the COVID-19 crisis, he says podcasters should immunize their shows from misperceptions that podcast consumption is in decline. The best way to do that is with data.

Apple metrics provide podcast publishers and show producers a look at past episodes, duration, devices, total time listened, time per device and average consumption (aka completion rates). The Apple dashboard helps podcasters better understand how their content is being received by the public.

Strategy #1: Focus on storytelling and preparation
If publishing an interview podcast, podcasters should do their homework, know their questions beforehand, and anticipate the answers. If producing a scripted show, podcasters should do table reads with their producer, pick apart their episode, and look for ways to improve their story. To capture listener attention early, podcasters should be upfront. Be engaging. Be colorful. Scott Galloway, host of The Prof G Show, for example, opens shows with a monologue and often holds most of his listeners to the first mid-roll ad. He does so by giving his listeners what they want: No mercy. No malice.

Strategy #2: Get creative with pre-roll ads
Because listening decisions are made so quickly, podcasters should avoid starting an episode with ad copy if possible. Instead, they should promote a guest or telegraph what to expect ahead to buffer the audience from being bombarded by a commercial early on. Creatively positioning pre-roll ads should become even more important in the years ahead as podcast listening grows on smart speakers.

Strategy #3: Experiment
Podcasters can use Apple metrics as instant insight into how content performs, how listeners react, and how ads are received. Test things out. If certain episodes get higher completion rates, then podcasters should plan to cover that topic more often and that information to help ad sales teams pursue sponsorship opportunities.

Strategy #4: Hold the audience
Podcasters should strive to hold 80% of their audience to the mid-roll position and use it as a draw for advertisers. With such a limited window of time before listeners make up their mind, everything uttered on mic should have value. Hosts need to engage and ooze passion, whether talking about a brand, a partnership, or a special promotion.

Strategy #5: Deal with dips
Through the Apple dashboard, podcasters will spot potholes in the listening pattern. How can podcasters stop listeners from fast-forwarding through the ads and leaving large divots on the data screen? The best podcast reads are often seamless and connect with the topics being discussed. The transitions are smooth and easy. On the Westwood One Podcast Network, Dan Bongino, Dennis Miller, Pat McAfee, and Jason Stapleton regularly connect with their audiences by injecting themselves and their passions into their ads. Creative copy, it cannot be stressed enough, is essential to developing an experience that resonates with listeners.


Latest Radio Stories

Salem Journalist Amy Jacobson Sues Illinois Governor
Amy Jacobson
Amy Jacobson
Salem Media Group, Inc. and veteran Chicago journalist Amy Jacobson have filed a federal lawsuit against Illinois Gov. J.B. Pritzker after he announced Jacobson is no longer allowed at his media briefings. The lawsuit, Salem Media of Illinois, LLC More

Radio.com Partners with SoundHound for Voice-Enabled Access
Entercom has announced a new partnership with SoundHound Inc., to make Radio.com accessible via Houndify, SoundHound's independent voice AI platform. As part of the partnership, Radio.com will be included as a content domain within Houndify, and More

Radio One Launches "We Are One: Feeding the Community"
Radio One has announced the launch of its "We Are One: Feeding the Community Campaign." It is partnering with the music community to feed hundreds of families as many are feeling the significant financial strain as a result of these tough economic More

WTOP Debuts New Sonic Identity
WTOP News/Washington DC has officially rolled out a new sonic identity. Beginning today, June 1, 2020, listeners will notice a bold new imaging package integrated with WTOP's news reports, traffic, weather and more. Anchored by a vibrant and More

iHeartMedia Celebrates Black Music Month
iHeartMedia plans to celebrate Black Music Month with exclusive audio vignettes from some of today's top Urban artists. The celebration will honor the incredible achievements of Black musicians and their influential contribution to the world of More

Digital Alert Systems Introduces Version 4 Price Relief Program
Digital Alert Systems has introduced an all-new Price Relief Program for its family of Emergency Alert System (EAS) devices. To help ensure that critical emergency communications are as robust and reliable as possible during the current COVID-19 More

Return to Menu