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| Hey Insiders! Today's Inside Podcasting has an exciting new addition. We are trying something new and introducing a weekly interview series where we highlight founders, execs, and important individuals in the podcasting world to give readers more insight into one of their favorite industries. Today's interview is with Lauren Passell, founder of Tink Media. For the full video interview, visit Inside.com. If you find this newsletter useful, please share it with your friends and colleagues. Thank you. Christopher
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What the data says: Spotify for Podcasters made a large jump in the percentage of new episodes published in September, accounting for 26.2% of all new episodes during the month. This comes after sizeable growth last month, resulting in back-to-back months of growth. It raised its hosting percentage by 5.7% in September, the largest of any podcast host, according to Livewire. Relevance: Livewire released its September analysis of the top podcast hosts in terms of episode share. Livewire said that it has improved accuracy when it comes to Spotify for Podcasters this month. It ranked 240 different podcast hosts by episode share, as it does every month. In the top 12, only Spotify for Podcasters, Triton Digital, and iVoox went up in the percentage of episodes hosted, while every other host in that list dropped. Triton Digital went up 0.1%, and iVoox went up 0.3%. More data: Buzzsprout saw the biggest drop in percentage, dropping 1% from August to September. Omny Studio fell 0.8%, and Spreaker and Libsyn each dropped 0.5%. Megaphone is a part of the Spotify Audience Network, separate from Spotify for Podcasters. |     | |
| 2 | | The Canada Radio-television and Telecommunications Commission (CRTC) announced that online streaming and podcasting services that operate in Canada with more than $10M or more in annual revenue must register with it, an announcement that has sent shockwaves through the podcasting industry. This means that podcasts would potentially be regulated for content. More: - The CRTC has given notice to companies and services that they must register by Nov. 28, which the CRTC called a "light burden."
- Now that the CRTC has released this decision, it is being speculated that more regulation will be on the way.
- "I think a lot of people take a look at this and feel like it's the thin edge of the wedge [and] that more regulation is on the way," Michael Geist, Canada Research Chair in Internet and e-Commerce Law at the University of Ottawa told CBC News.
- The CRTC has not said exactly how it will regulate the space, which is worrisome for those who think this is an infringement on free speech.
- The media regulator has said in its decision that this will be a "major step forward" for the industry, as Canada's strict regulations for TV and radio are being extended.
Q: Do you feel that podcasts should be regulated by the government in some fashion, or what is said should be covered under free speech? Join the conversation here. | | | |
| A message from our sponsor, Sandhill. |  | | IPO Season is back! Recent IPOs from companies like Instacart, Klaviyo, and Arm have opened the door to more startups going public in the coming months. Sandhill Markets opens up access for accredited individuals to invest in these institutional Pre-IPO deals like Stripe, Anthropic, Databricks and Epic Games. How does it work?
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| 3 | | Recently, we sat down with Lauren Passell, the founder of Tink Media, a podcast marketing and PR company. Over the course of our conversation, we discussed the importance of marketing for podcasts and the innovative strategies they use at Tink Media to help shows grow. Lauren's passion for podcasting and her unique perspective as a "pre-Serial" pioneer make her a valuable resource for podcasters of all levels. Here's a sneak peek into some of the highlights: When asked about what the importance of podcast marketing is, Lauren said, "I think people thought just because you make a podcast, it gets distributed somewhere where people see it, and that's not true. And I still hear podcasters say leave me a rate and review; it helps us in the algorithm on Apple podcasts. We know that's not true. So I think there are a lot of misconceptions around what marketing will happen if you don't do it. And so you could make a beautiful show and spend a lot of time on your show, and maybe no one will hear it." We asked Lauren about what makes podcasting so unique. She highlighted that it can go anywhere or learn things each day from them. "At dinner every night, my husband, I say to him, 'Where did you go today?' Like, what did you learn? Because, of course, I make him listen to podcasts, too. So now he is obsessed, and it is wild that you can just say, 'What do you feel like hearing? You can find it and dip into it. And it's there for you. I can't believe it's real. I can't believe it's true that I can do that whenever I want." Finally, Lauren provided some of her favorite podcast hosts, including Jack O'Brien, Miles Gray, Sam Sanders, Glynn Washington, and Jamie Loftus. You can watch the full interview here. | | | |
| 4 | | A Race Around the World: Based on the True Adventures of Nellie Bly and Elizabeth Bisland is a new podcast debuting today that highlights the incredible true story of Nellie Bly and Elizabeth Bisland's 1889 race around the world against one another. The narrative non-fiction podcast is hosted by Adrien Behn, host of the Strangers Abroad podcast, and I spoke with Adrien about the process behind bringing Bly and Bisland's race to a podcast. More: - When asked what specifically about this story made her want to turn it into a podcast, Behn said, "For Nellie and Liz's story, what these two women do is incredible; however, the day-to-day moments are sometimes tedious, or there are gaps between action points. A lot of it is them exploring a market for an afternoon or rushing to a connection. So, I leaned on my own emotional experience as a solo female traveler to fill in what both women must have been feeling while waiting for their boat to dock in Singapore or watching the Italian landscape whiz by from a train window. I wanted to write the show in a way that made the listener feel like they are standing right next to either woman, seeing what they are seeing, and feeling what they would be feeling ( hopefully I got there)."
- She noted that both of the women were different writers and went to the same places, "so, we as listeners get to go to the same places twice but experience it through a different lens and mood."
- Behn told us that it took her nearly two years to work on this project. For narrative podcasts, she said that there is a deep love for the format with listeners, and they are worth investing in. "Docu-series or historical non-fiction shows still amass huge followings. People still refer to Serial as their gateway into podcasting, either as a creator or a listener. I hope that our love for the long-form non-fiction shows stays strong through this tumultuous time."
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| 5 | | TED, the media platform that highlights the spreading of ideas through conference videos, podcasts, and TV programs, has partnered with Acast to bring TED in Chinese (TED中文) outside China. Acast will monetize and host the new series of podcasts for Chinese-speaking audiences around the world. More: - This is the first time that TED in Chinese will be available outside of China.
- This will be the second collaboration Acast has with TED, as it currently hosts and monetizes TED en Español, the first TED podcast available in a language other than English.
- "Working alongside TED to expand their reach and impact among Chinese-speaking audiences worldwide speaks to our expertise and collaborative approach," said Adam Uytman, Creator Network Business Development Director, Acast. "We will ensure a seamless and monetizable experience for TED, making world-class content available to new ears. We believe everyone should have access to compelling, entertaining, and essential storytelling."
- TED in Chinese will be available on all major podcast platforms.
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| 6 | | The Black Podcasting Awards 2023 were announced in New York City last week. 35 different awards were given to 29 different podcasts, with a replay available for viewers. More: - Six podcasts won two awards:
- Black is America, which won Best Editing and Best Sound Design
- Black Love Podcast Network, which won Best Podcast Network and Best Producer
- Every Voice with Terrance McKnight, which won Best Arts Podcast and Best Music
- Mistakes That Made Me, which won Best Business Podcast and Best New Podcast
- Parenting for the Culture, which won Best Education Podcast and Podcast of the Year
- Queer News, which won Best LGBTQ Podcast and Podcaster of the Year
- There were seven Public Vote categories this year, and members of the Black Podcasters Association voted on five select categories.
- The Best Finance Podcast and Best Fashion and Beauty Podcast categories were canceled this year for lack of enough submissions.
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| 7 | | Quick Hits: *This is a sponsored post. | | | |
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Term of the Day Large language models: Large language models (LLMs) are a statistical method that helps predict the following outcome in a given sequence of input. Question of the Week Do you share details about your salary with your coworkers? Join the conversation |
INSIDE PODCASTING LEADERBOARD (30 DAYS) |
 | Freelance Editor | | Christopher Hachey is a freelance writer and editor based in the New York City area. He has spent most of the past 15 years in newsrooms covering all kinds of topics like sports, tech, business, finance, and commerce. He's now returning to his broadcast journalism roots by diving into podcasting news. Reach out to him at chris@inside.com | | This newsletter was edited by Aaron Crutchfield | |
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