Why Your Station’s Podcasts Are Underperforming

Your morning show is dominating your market and for good reason, they put on a great show every single day (ok, most days). At concerts, the line to meet your talent is longer than the line to meet the artists; it's true, I've been there. Your phones are busy all morning and your email inbox fills up throughout the day. Your audience loves you. So why can't you gain any traction with your podcast?

Podcasters and Radio People Have a Mutual Disrespect for Each Other

It's strange but, when I speak at podcasting events, I've learned to bury the fact that I spent decades on the radio. This may shock you, but most podcasters would get offended if you told them they’re "good enough" to be on the radio.

Even more bizarre, when I speak to radio people, I feel compelled to minimize my love for the world of podcasting; Even when I'm talking ABOUT podcasting.

So why do podcasters despise radio? For the same reason, foodies want nothing to do with chain restaurants. Tell a foodie restaurant owner they're "good enough" to be the next Olive Garden and you're likely to get run out of town. Don't get me wrong, they'd love to have the revenue of an Olive Garden but not if it means "compromising their art."

The CEO of The Cheesecake Factory would laugh you out of his office if you suggested they could improve the quality of their food by specializing in one specific cuisine instead of offering a little bit of everything. There's no way he's going to sacrifice their revenue just to appeal to some fringe food snobs.

The above illustration is the same reason most podcasts would never succeed on the radio. Unfortunately, it's also why most radio stations struggle to succeed in the podcasting space.

Stop Thinking Like a BROADcaster

When it comes to podcasts, narrow and deep almost always beats wide and shallow. It's the exact opposite of what we've all had drilled into our heads by every talent coach out there. "Start each break by appealing to as much of the audience as possible. Then narrow it down to a specific topic."

Editing your morning show breaks into a podcast episode is the audio equivalent of Golden Corral. Don't get offended, Golden Corral is doing almost $200 million in revenue each year. But steak lovers don't rave to their friends about the quality of their cuts.

You see, podcasting isn't BROAD-casting, it's better thought of as NICHE-casting.

Does your morning show host wish he could talk more about being a successful stepparent? Let him! But have him do it on his podcast about blended families.

Does your night jock talk too much about your local hockey team? Support them by launching a local hockey podcast under your station's branding.

Oh, and before you tell me "Joe Rogan talks about everything on his show" I'll tell you “He didn't start there." Joe Rogan's first 30 episodes were all about stand-up comedy. He also started in 2010 when the podcast ranks were much thinner and far less competitive.

So, what should you do? Go ask your receptionist what they're passionate about and if they'd like to launch a podcast on it.