Overview

Ben Mathis, CEO of Airwave Podcast Network, led a panel on how to be a collaborative podcaster. He admitted to being difficult to work with in his early podcasting days, emphasizing the importance of clear communication and realistic expectations.

Michael Moeri, VP of Operations at Airwave, highlighted the need for concise and honest email communication, while Nick Gryniewicz, VP of True Native Media, stressed the importance of setting accurate expectations and maintaining open lines of communication.

Brandon Schexnayder, host of Southern Gothic, shared his experience of transitioning from a creative mindset to understanding the business side of podcasting. The panel underscored the value of honesty, likability, and understanding the advertiser's perspective to foster successful partnerships.

Core Concepts

Clear and Honest Communication

Effective communication is the cornerstone of successful podcasting partnerships. It involves being clear, concise, and honest about expectations and needs.

Key Points:

• Clear communication helps in conveying the correct emotions and intentions, especially via email

• Being honest about what one is experiencing and what they want is crucial

• Setting realistic timeframes and expectations can prevent misunderstandings

• Vocalizing needs without being overly needy is important

Examples:

• Michael Moeri emphasized the importance of clear communication, especially via email, to avoid misunderstandings

• Ben Mathis shared his experience of being a difficult podcaster and how clear communication could have prevented many issues

Quotes:

Just being clear and concise. I'm kind of just trying to take some of the emotional language out of an email can be helpful, but being honest and truthful about what they're experiencing and what they want - Michael Moeri

Honesty, super important - Ben Mathis

Understanding Advertiser Needs

Understanding the needs and KPIs of advertisers is essential for podcasters to craft effective ad reads and improve ad performance.

Key Points:

• Advertisers have specific KPIs and metrics they use to evaluate ad performance

• Understanding these metrics can help podcasters create better ad reads

• Different shows sell differently based on their genre, demographics, and other factors

• Advertisers may have specific target demographics they are trying to reach

Examples:

• Nick Gryniewicz discussed the importance of understanding the delicate ecosystem between podcasters, networks, and advertisers

• Brandon Schexnayder shared how understanding the business side of podcasting changed his approach and improved his podcast's performance

Quotes:

Put yourself in the advertiser's shoes. Try to understand their incentives, their KPIs, what metrics they're basing things on when it comes to renewals and what podcasts - Ben Mathis

Be curious. Reach out to the people that you're working with, ask questions, and before there is frustration - Nick Gryniewicz

Building Trusting Relationships

Building strong, trusting relationships between podcasters and their network or sales team is essential for long-term success.

Key Points:

Trusting relationships lead to better communication and more successful partnerships

• Open communication and mutual respect are key components of a trusting relationship

• Podcasters should not be afraid to voice their needs and concerns

• Networks and sales teams should be open to feedback and willing to address podcasters' concerns

Examples:

• Ben Mathis emphasized the importance of having open communication and a trusting relationship between podcasters and the sales team

• Brandon Schexnayder shared how having difficult but honest conversations with his network helped improve their partnership

Quotes:

We want feedback. I want, you know, if you're unhappy, if you have needs, sometimes it's stuff that we may not even know until you voice those needs or desires - Ben Mathis

The day that my podcast career changed was when I did what they're saying now. Like the day that I went and realized, this is a business, I need to operate like a business, and I need to understand the business - Brandon Schexnayder

Conclusion

In the podcasting industry, success hinges on clear communication, understanding advertiser needs, and building trusting relationships. Podcasters must be clear and honest in their communications, set realistic expectations, and strive to understand the business side of podcasting. Building strong, trusting relationships with networks and sales teams can lead to more successful partnerships and better outcomes for all parties involved. By approaching podcasting as a business and being professional and flexible, podcasters can enhance their reputation and achieve greater success.

Food for Thought

• How can podcasters better educate themselves about the business side of podcasting to improve their ad performance and partnerships?

• What strategies can networks and sales teams implement to foster more open and honest communication with podcasters?

• How can podcasters balance their creative aspirations with the business realities of podcasting to achieve long-term success?

Reference Tools, Platforms, and Resources

1. Podcast Advertising Playbook: A resource for understanding what advertisers want from podcasters

2. Zoom: For facilitating open communication and quarterly calls with podcasters

3. Email: For clear and concise communication between podcasters and networks

4. Social Media and Newsletters: For adding value to ad campaigns and engaging with audiences