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How A+E Networks cross-promotes podcasts to improve discovery


A significant problem for just about anybody with a podcast lately is the difficulty of discovery. As increasingly publishers put money into podcast manufacturing, it’s turning into more durable to seek out and develop an viewers. At A+E Networks, a technique of overcoming this difficulty is thru cross-promotion — each internally and externally.

“Cross-promoting your podcast and different podcasts remains to be the simplest solution to discover a new viewers,” stated Jessie Katz, vp of audio programming and podcasting for A+E Networks, on Wednesday on the Digiday Publishing Summit in Key Biscayne, Fla.

A+E Networks has 13 podcasts, with a mixture of companion podcasts to TV exhibits on A&E, Lifetime and Historical past channels; spin-off podcasts from these exhibits and authentic podcasts.

A+E Networks markets its podcasts to its massive tv viewers, with coordination by the advertising groups that assist the corporate’s podcasts and TV exhibits.

“We get a whole lot of airtime, with promos and bumpers and lower-thirds selling our podcasts,” Katz stated. On the podcast aspect, “we all the time reserve promotional area on our podcast to advertise our on-air initiatives and specials and premieres.”

Because of this, A+E’s podcasts typically expertise a spike in listeners for not less than just a few weeks when the exhibits get promoted on TV. “For instance, we would see a 40% spike in listens after we promote a podcast on-air. Which may peter out, however we’ll nonetheless retain perhaps a 10-15% enhance in listenership after that,” Katz stated.

This tactic doesn’t all the time work, Katz admitted, and A+E remains to be testing out this technique. 

However, touchdown offers with different manufacturing firms and platforms “has been enormous for us,” Katz stated at DPS. A+E Networks works with WNYC and Cadence13 on a few of its podcasts, that are “firms that have already got their very own huge, very engaged audiences,” and content material alignment, Katz stated. Working collectively has “supercharged” A+E Networks’ efforts, by bringing collectively manufacturing and gross sales assets.

Partnerships are additionally useful in getting podcasts to succeed in a bigger viewers, Katz stated. Each firms can promote the exhibits they’re making collectively, in addition to run promos for different exhibits in their very own networks. Podcasts which might be co-produced discover an viewers “quicker” than those who don’t have a associate, Katz stated.

However the trade-off is sharing income with another person. A+E Networks makes cash from its podcasts with promoting, particularly advertisements which might be host-read and dynamically-inserted, or programmatic advertisements that run in unsold stock. 

A+E considers quite a lot of components earlier than it decides to herald an out of doors firm: whether or not or not the present may be produced internally by A+E Networks’ small in-house staff, the place the mental property is coming from and the way a lot cash every associate will put into advertising the podcast, Katz stated.

“These issues are all the professionals and cons we weigh after we take into consideration how a lot income we’re prepared to share,” she stated. However coughing up a part of a podcast’s earnings is price it, if it means reaching a “very massive viewers,” Katz added.

How A+E Networks cross-promotes podcasts to improve discovery



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