Radio Ink Magazine – August 12, 2019

AUGUST 12, 2019 RADIOINK•COM 33

plan to let fans engage at the level they
want to engage.

Rob Greenlee: As some seem to be
doing, first is thinking digital more and
creating digital original content that is
native to the podcasting medium, as
repurposing on-air content will gener-
ally not keep the radio content creation
side going.
Accepting podcasting natives into
radio companies is important to this
transition. The acquisition of some large
podcasting companies by many of the
large radio groups is a good sign of the
future.
Honestly, it is hard to come up with a
third one. I do think radio is starting to
do a better job of attracting young tal-
ent and leaders to their organizations.

Radio Ink: What do you want to see
radio improve upon?
Elsie Escobar: I’d like to see radio
invest in developing their own podcast-
ing departments that are not run by
their current staff. I’d like to see radio
choose to work with podcasters, both as
talent but most importantly, as strate-
gists. Developing a strong, sustainable
podcasting game plan requires a deep
understanding of podcasting, and the
best way to bring that information to
various stations is through those that
have put in the time podcasting.
I’d also like radio to consider this
question: “What would we do in pod-
casting if we didn’t have to make
money?” I know, radical to say the least,
simply as an exercise to break through
some of the outmoded intrinsic cultural
structures that might need to be let
go of. The freedom of creating for the
sake of creating amazing audio, or even
brainstorming about it, might lead down
a very profitable avenue.
Lastly, pardon my example here as I get
to a point, but one of the most challeng-
ing aspects of being a mom is recognizing
my child’s autonomy. Seeing them as their
own self-possessed boss of their own self,
even at 10 or 11 years old, is hard.
I’d offer radio a small mindset shift,
that podcasting is absolutely autono-
mous and its own boss, and the way
it’s grown and sustained itself has been
through innovation and freedom.

Tina Nole: They could take a page from

podcasters when it comes to their ads.

Podcast ads are more personal and rel-

evant to the listener, they usually offer a

discount code to the product so there’s

something in it for the listener, and

they’re so much easier to listen to. Radio

ads are jarring, noisy, and they don’t

offer much in exchange for the intrusion.

Mostly, they prompt listeners to toggle

off to another channel until the ad block

is over. Podcast ads are thus more effec-

tive (and becoming more lucrative).

Radio could/should outsource studios

to storytellers who aren’t radio people

and use their in-house engineers, pro-

ducers, etc., to create shows. I’ve so far

found that my best producers here at

Larj don’t come from radio; they come

with fresh ears, eager to tell stories and

create interesting content across mul-

tiple channels.

Tom Webster: I think they can do more

to treat podcasting like it’s its own

dog — not just another can to put the

same soda in. Radio has had a decade

of trying to repackage its content for

streaming by simply simulcasting their

Elsie Escobar, Community Manager, Libsyn