It comprises broadcast radio, live events, and a few other things. There was a YouTube announcement earlier today. In Chicago, I sat in front of OMD. The Ron Burgundy Podcast. Humans have a predilection for overcomplicating things. Its an audio medium. Ron and Carolina talk with Game of Thrones Peter Dinklage about his favorite poems. We try to organize them into slates that have EPs and producers on top of them. At iHeart, we felt that we wanted to unlock a lot of the value that we had as a company, and we wanted to make it more transparent to the investor community, to audiences, to researchers, and to analysts. In the podcast, she . We had three or four people who were our formal official sales team at Stuff Media. Do I think were mature enough to have all of the things that a big, respectable, grown-up-table business should have? I dont see it in podcasting, and maybe thats why Im not super concerned. Are you doing that math? How do you make sure they get attention? Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Exorcising some demons in Rons man cave. Inside iHeartMedia, its an audio company. I wonder how much Im spending on audio marketing? That number is usually nine or 10 percent of their overall investment. Ron Burgundy is going live in the next season of his iHeartMedia podcast. This was a year ago, and so now hes like, Whatever, dude. You take the point. We realized that maybe our greatest asset was the people who worked there. A very special episode discussing the difficulties of bullying with a 10 year old girl. Ultimately, I think Discovery did the right thing by leaning into more of a streaming strategy for their digital media. There are iHeartRadio streaming channels that show up on your electronic programming guide on Roku. This may be cheesy, but they seem to be genuinely in love with the medium, like we all are. One of America's most famous fictional news anchors, Ron Burgundy, is back with his own podcast. No. The Man, The Movie, The Podcast! When we launched The Ron Burgundy Podcast with Will Ferrell four years ago, we gave him a really big gross radio point push across broadcast radio. After two or three years of just running the podcast division, I was made the CEO of the digital audio group. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick StumpfExecutive Producer: Mike FarahConsulting Producer: Andrew SteeleAssociate Pro Ron and Carolina take part in a mind expanding interview and meditation session with guru Deepak Chopra. We predicted it to some extent, we felt that it was coming in 2018 or 2019, but that certainly helped. Think about that for a second. If you were to ask the n+1 digital marketer, Where is the best place to spend your dollar? Theyre still going to say, A Meta platform, or theyre still going to say, A Google platform. Theyre not going to tell you that you should buy billions of podcast impressions yet. The Ron Burgundy Podcast Big Money Players and iHeartPodcasts Subscribe Visit website Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Anybody in the room, and most of us do work in podcasting, know that number is harder and harder to get every day. I will test anything. Do you think that youve built a business that is resilient to that kind of platform shift, or is the answer just RSS feeds again? Carolina Barlow: Co-Host, Writer, and Producer. The easiest example for me is Charlamagne tha God hosting a show called The Breakfast Club out of Tribeca every morning. The Ron Burgundy Podcast podcast - Listen online for free The Ron Burgundy Podcast Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! The medium. We basically built an academy where once a year we grab eight or 10 people. There are huge, great ad agencies like Ad Results, Veritone, and Oxford Road who do great business for performance marketing companies. Join Americas favorite Anchorman, continuing to delight audiences with the comical musings of Ron Burgundy and leave them wanting more! The other day, we were talking with Angela Yee, who was a former co-host of The Breakfast Club and has started a new radio show on iHeart called Way Up. A-Rod Interview / Cooking with Jon & Vinny. i believe, an audio podcast mixed with a live audience, is a not a good mix. I dont have this concern in podcasting. This "momentous moment" will mark the return of the legendary anchorman himself, Ron Burgundy, who has been delighting fans all over the world since the hit movie Anchorman was released in 2004. You were always worried, like, Oh, man. But Im always at the beck and call of the platforms I distribute on to a crazy, existential extent. This has made direct response brands lives a little harder, because now theres a lot of competition for their best-kept secret in marketing for like five or 10 years. The truth is, audio all-up is a third of all the media we consume. On the other side of the business, you own the distribution. I think weve said this publicly. In fact, well distribute it on broadcast radio, and so we did. Join America's favorite . There has never been a moment in the company that we were sidelined or deprioritized. Subscribe to our daily newsletter! Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Are you programming across to the radio, saying, Were going to run ads for our podcast on the radio, and youre going to come listen to it? I think more importantly, he saw the potential of the podcast medium to be a way for him to find, develop, and break new comedic talent in America. Promote. Youre saying we have to innovate and push back in it, but its still just promo codes. Its a deep belief in the C-suite across iHeart that podcasting merits a place at the table. Its another 60 percent this is the only reason I remember these numbers or more specifically, like 57 percent, of marketers currently spending in podcasting are going to be spending more next year, not less. StraightioLab is an intellectual podcast where smart comedians George Civeris and Sam Taggart unpack the rich, multi-colored tapestry of straight culture. You have an ad load that is light. His team makes some of the biggest podcasts around, with huge talent like Will Ferrell, Shonda Rhimes, and Charlamagne tha God, who youll hear Conal talk about quite a lot. If you were to just run the audio on YouTube, and say theres a YouTube audience here, its probably a very different return based on how that ad model works. Five Stars. I think some of that is because a lot of the folks who are in power at marketing companies were also in power 10 years ago when the last major downturn happened, and certainly two, three, or four years ago when COVID-19 hit. Like I told you, we all have the same problems. No. The money you might get from overserving the Spotify audience or doing marketing on Spotify to get downloads does not necessarily result in the same return. Thats actually a podcast we make together thats actually awesome. In fact, it was always there, but now it has exploded. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick StumpfExecutive Producer: Mike FarahConsulting Producer: Andrew SteeleAssociate Producer: Anna HossniehWriter: Jake Fog Ron is joined by a live band as he attempts to record a theme song for the Ron Burgundy Podcast. Or this will be a business in and of itself, and thats fine too. A third of all the media we consume is just audio. Were starting to use words like cohorts instead of one-to-one targeting. Its confusing and its less effective. We do this so no one ever feels like, I havent heard from iHeart in a month. A decent example of this is a program we have called NextUp. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things . Are you open to video? Youre still getting the full ad load. The counterexample there is obviously Joe Rogan at Spotify. Theyll overcomplicate in order to camouflage something they probably shouldnt have done. If any of you are buying bus ads, please let me know, because Im dying to know how it works. Then, up and coming Tim Heidecker joins him to preview some of his latest standup. We will avoid, at almost every turn, simplicity. Yeah. Its happening. He also co-owns a company with us. Where it tripped up is with these exclusive distribution models that made sense for streaming services, like Netflix, Hulu, and maybe Prime, because they were solving problems. Im proud of the numbers. Yes. That got its own set of executive producers out of LA who shepherd the NextUp program. I also think theres a new thrust in influencer marketing. It thrives when it is a widely distributed medium. Live it up. Its because of the venture capital money. This is the only room where you can say that and people perk up. UK News Published: Mar 1, 2023. Will Ferrell has started a podcast as the character he played in the movie of the same name. In fact, you almost certainly kill true creativity when you hit that moment. The allure backwards to radio is that you have true mass-reach audiences, which I think brings them back. I can talk about sexuality or about what trends I do or dont like. The Ron Burgundy Podcast Season One Trailer. Because if youre launching new stuff, youve built the archive, you built the library. No credit card needed. How do you think about audience acquisition then? I have not mastered this, by the way. It was a smart move on their part to buy a company like HowStuffWorks.com. Everywhere we distribute to today and candidly, where the lions share of our listening happens is on platforms that are all created equal in terms of the economics that flow back to the publisher, in this case, iHeart. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. For sure, we deserve and need it. I dont see a reason. The Ron Burgundy Podcast Play Newest Follow Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! You brought up your numbers, so I have to ask you about them. I want to wrap up with the Decoder question. I dont predict what we might get. We take this for granted as creators, as publishers, and as networks. Are we mature enough as an industry for every medium-sized network or larger to have one? Fair enough. Wheres the tension there? Jun Group is a vendor that drives marketing for podcast companies that is targeting mostly gamers, whether those are gamers playing Subway Surfer or people who overindex for the metaverse. I just dont think they get that in a lot of places anymore because of the highly formatted other platforms that theyre making content for. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things about people we never knew we wanted to know. You are going to describe them to us, we are going to put an ad in front of them, and its going to convert, and then maybe Apple will ruin everybodys business with ad tracking. Thats important, because I think they want to do the right thing by the medium. Standing back and watching how her and the Shondaland audio team work, it seems they want to use this medium to do two things so far. Ive always thought about it. Ron and Carolina interview an actual, real live psychic after Ron gives listeners their horoscopes. The last thing Id say is more of a human thing. I know that sounds like, eh, its kind of boring. Its not for them, its a multi-billion-dollar business, so I want to be more a part of that. Its worked for them for 10, 15 years. Thanks to Ariel who did an amazing job. You got it. I think they know the effect, long-term, that you have when you stop marketing. The second thing we do is spend a lot of time focusing on every show that we have on our network. "SmartLess" with Jason Bateman, Sean Hayes, & Will Arnett is a podcast that connects and unites people from all walks of life to learn about shared experiences through thoughtful dialogue and organic hilarity. The Ron Burgundy Podcast returns to continue to delight audiences with the comical musings of Ron Burgundy - and leave them wanting more! Be a startup, or is it something that you did? Its not like, I spent 95 percent of our time on Will Ferrell. The oldest one, Pierce, is 17. I think our stats were something like never more than 1 percent, 2 percent, 2.5 percent of our downloads in any given month. I think every CEO has but one tool, and its shuffling the org chart to solve problems. That wasnt possible prior. Add to My Podcasts. You came to it through an acquisition. Ill end on this. We tend to think we have to do things sequentially. Glass-walled conference rooms where they just come up with funnier promo codes? Well, we have over $100 million a year in broadcast radio marketing. Those three things let us go from 2018 to 2028 in our own trajectory almost overnight. Ron Burgundy, the legendary reporter featured in 2004's "Anchorman" film, has a podcast coming to iHeartRadio in early 2019. What is the audio drama today? No, for real. "The iconic anchorman's podcast will be a scripted audio drama set in Ron Burgundy's world (which is sometimes in a glass case of emotion), and resurface the delightful personality that has . Well do standard, straight-up, quick-turn, host-read ads. We taped this episode live at Hot Pod Summit. Its three guys who are hilarious and fantastic. That is technically a long tail show. Fly on the Wall with Dana Carvey and David Spade, Inside Conan: An Important Hollywood Podcast, Charlie Day, Glenn Howerton, Rob McElhenney. I would say its a broad story across digital media that Facebook wants something, everyone is going to make it, then they will turn off of it and all those businesses will go away. Are you converting off the radio? One was just investment. We tell stories through human conversation, more than anything else. Both are completely okay and actually really perform well. You should subscribe to it. Huge exclusives, Spotify got whatever out of it, we dont know how Joe Rogan feels about it. We were especially interested in, If we got gamers into our podcast network, could we then bring them into these live shows in iHeartLand? We dont use it anymore. You have a content type that is the highest quality in the world, I would argue, out of any content getting made today, except maybe TV, which is pretty good right now but we are right there next to it. We dont care. That was my next question there. If its a jump ball, Id love them to use the iHeartRadio app. Does that worry you? Its a great question, because isnt everything direct response at the end of the day? It has resisted this notion that a podcast episode is supposed to be 28 minutes long and have two ad breaks. I dont know that well have a big reveal. I hate to answer it so vaguely. Please enjoy this sampling of just a few of the fun, and at times shocking, places season 1 will take you. Anderson .Paak agrees to do the podcast. Weve won in that sense in podcasting. Aren't. Real. Burgundy, who has a fountain of knowledge that spans literally every topic imaginable, has signed on for two 12-episode seasons, with the first episode of "The Ron Burgundy Podcast" making its debut on February 7 with subsequent episodes to post each Thursday. Cut to 10 years later, and that has become almost as and in some ways more successful than the source of it, the website. Thats really cool, but its not mutually exclusive. I think the first five or six years of the podcast industry can honestly take credit for several companies that are around today, like Mailchimp, Blue Apron, and probably the mattresses that we all sleep on. See omnystudio.com/listener for privacy information. This is very unique. So we launched a company together. I think Im being conservative with how much of their time is spent on, How do I deploy billions of impressions of house ads a month?. Was there ever the thought, Hey, as long as were getting listeners in the door and making these numbers go up, some of them will convert and stay? They want to do a really good job. Once we were inside Discovery, we suddenly had the air cover of this huge, already global media company, and we could start to experiment a lot with other content types, other stuff. Those companies are also struggling. The Ron Burgundy Podcast Big Money Players and iHeartPodcasts Comedy Society & Culture Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Don't act like you're not impressed. Join us for a heavy dose of research with a dash of comedy thrown in for flavor. Movies. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick StumpfExecutive Producer: Mike FarahConsulting Producer: Andrew SteeleAssociate Producer: Anna HossniehWriter: Jake FogelnestProduction Supervisor: Colin Ma Ron and guest RuPaul countdown the top 10 women of all time. We're the Film Fanatics. We pulled in their seven or eight podcasts with the promise that we would market and monetize them better. All I say to them is, This is no longer an experimental bucket of marketing. Youre saying, Oh, theres a seamless back and forth, but surely you must see, Oh, okay. Hollywood is a difficult, complicated industry, its nothing new to say that. If anything, were making that more of a focus and paying more attention to it in the last two or three months. The culture is not preserved; the nimbleness is not preserved. That comprises all of our social media assets, all of our websites, a huge streaming business, a lot of the innovative tech work we do like how we launched iHeartLand in Roblox and Fortnite and podcasting. I think the value of that creative playground to a creator, that is really free and really permissive, cannot be underestimated. Its not like a low-engagement medium. Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Were also co-producing a slate of whole new stuff. Thats a super good question. All I see is this constructiveness across these two segments. Thats what were trying to true up. Weve earned this. There is very little competition, and theres very little, They do that and we do this. In fact, I think the only way we succeed, and the reason we have succeeded, is that it has been quite the opposite of that. Next week, Im with Universal McCann. Do you offer rev shares to your creators? There are these formats that hit, the things you lead with, but then there is an enormous long tail of stuff. We have a whole newsletter for podcasters. Everyone does it. Google and YouTube are awesome. It made perfect sense to me as a consumer 10 years ago or so when I subscribed to Netflix. The Ron Burgundy Podcast - Podcast Addict The Ron Burgundy Podcast - via Podcast Addict | Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Burgundy, who has a fountain of knowledge that spans literally every topic imaginable, has signed on for two 12-episode seasons, with the first episode of "The Ron Burgundy Podcast" making its . We do all kinds of advertising models with Malcolm and his team. I dont have this concern in the same way I had it when I was writing text-based articles for HowStuffWorks.com 20 years ago or when I was focused on social and digital video at Discovery Communications. Sometimes they just shuffle it to create change. Notable Verge traitor Ashley Carman, who is in this room somewhere, wrote a great story at Bloomberg about Podtrac and how you might be inflating those numbers with mobile game downloads using the Jun Group. Sometimes these restructures are a little bit fake. It makes sense to me why a platform like YouTube, which is a wonderful platform in many ways, would smartly say, This is some of the best content in the world, wed like to distribute that. But its a different business model, and you just have to be aware of it. We do a bunch of partnerships with a lot of creators and a lot of distribution platforms. Most of them are like, Facebook wont give us the time of day. See omnystudio.com/listener for privacy information. Because you have this new platform thats incredibly cool, and lots of great creators using it, and its 80 million Americans a week. Its a great point and question. Do you think that youre moving the high-margin dollars into the longer tail? It was a packed house and a great time. We have experimented with Jun Group across the years. I just keep hearing the trailers and it sounds godawful. To try to help with this, iHeart, the multi-platform group, built a product called smart audio thats really cool. Oh my God, do you have an Agile scrum podcast? In around 2008, I was the general manager of a company called HowStuffWorks.com, and we were acquired by Discovery Communications. No, not really. When you say direct response in the context of performance marketing, these are the words the ad agency invented to describe very simple concepts. Over at The Late Late Show, Ferrell's Burgundy once again treated the . One way to do that is to create different operating segments in your company so you can talk more about how well youre doing inside certain divisions and businesses as opposed to it all getting lumped together into one big overall set of numbers. These are objective truths. Our job was really simple. Whats the structure below you to make all this work? Every single question is about org charts. Theres no ulterior motive or different goal. Facebooks interest has grown and waned and grown a bit on podcasts. It has brought in underrepresented creators like nothing else weve done. When we sit with Malcolm Gladwell, Shonda Rhimes, Questlove, or Charlamagne tha God, our own radio DJ, the pitch is, I assure you every single episode of what we make will be available to any listener, wherever they want to pick it up.. On iHeart Media. But that maverick approach has included some controversial steps as well. We all are. I mean, aside from the iHeartPodcasts app, obviously. We also have a digital marketing team, I forgot that in the org chart. 1 on Apple Podcasts Top 200 in the opening weeks of both seasons 1 & 2. Perhaps its because there is nothing broken in the distribution and monetization model today. We all know what a YouTube video is, because YouTube has designed the constraints of the platform to produce that thing. Hi, Ron Burgundy fans! Overall, it was a fun first show that was a little light thematically but should improve with different guests and crazy circumstances allowing Will Ferrell to play around in the style that made him famous." Podcasting not to your question, but as a side answer has bucked that a lot to date. "This year, variegated and dark-foliage plants will have a moment as plant parents move towards that foliage combination," predicts Lindsay Pangborn, a plant expert with Bloomscape . Look, iHeart is an old company, its a radio company, and Bob Pittman built it in a very particular way. Sign up free 0:00 0:00 Company About Jobs For the Record Communities For Artists Developers Advertising Investors Vendors You get to market all these shows with your massive terrestrial network and your now massive podcast network. Ron and Carolina get advice about how to navigate the dark web. We make TikToks too, by the way. Its actually a lot of different things. The Ron Burgundy Podcast on Apple Podcasts 68 episodes Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Last year, Verge alumni and Bloomberg reporter Ashley Carman reported that iHeart worked with a firm called Jun Group to essentially buy podcast downloads through video games. I feel like I already know how it went. Were all watching metrics daily inflation rates, interest rates, unemployment rates, the Ukrainian war. Its incredibly collaborative. Like you said, yes, targeting is getting harder for digital social media platforms. 2023 Vox Media, LLC. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things . Ron Burgundy Accidentally Started 'The Ron Burgundy Podcast' 394,213 views Aug 9, 2019 4.5K Dislike The Late Show with Stephen Colbert 8.84M subscribers Podcasting legend Ron Burgundy. I told you it was all about org charts, and Im not even to the org chart question yet. There is a product lead; Uta Knablein is our chief product officer. This may be debatable, and may feel like an affront to a lot of folks in the room who live and breathe podcasting as an original medium. But I have learned firsthand and talked a lot about the extent to which broadcast radio talent has honed this craft of conversation over the last hundred years and certainly the last few decades, and the extent to which that has driven our medium, just sheer talent hitting the medium, but also with an awareness of the medium. Make more shows, make more great content, and level up the stuff that youre doing.. Thumbs up or thumbs down, library. I just get a little bit defensive or protective about the other 3,000 shows. These are marketers who are usually really good at this stuff like really good. I think theres a creative freedom to it that allures a lot of people, but it doesnt have the mass reach of broadcast radio yet. All Rights Reserved, By submitting your email, you agree to our. IMDb is the world's most popular and authoritative source for movie, TV and celebrity content. I didnt know if it would work, but these shows started to pop one after the other because of the broadcast radio promotion that we were giving them. I think we can do all the innovating with different kinds of marketers from bigger brands, bigger budgets, and maybe long-term, multi-year campaigns. We have a huge digital revenue sales team run by Carter Brokaw, whos fantastic. I can talk about the things I cant talk about on the radio. Why did you want to sell to iHeart? Crypto company Gemini is having some trouble with fraud. This one seems like its much more real, and you have a terrestrial radio business that is undergoing its own massive change. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. It is possible to that extent, but its hard to convert to a new platform. No, because podcasting is a decentralized medium insofar as its distribution is concerned. It didnt hurt that this explosion hit podcasting. The Ron Burgundy Podcast (Podcast Series 2019) cast and crew credits, including actors, actresses, directors, writers and more. We are interested in video. A favorite episode from Season 1, now with a translator track telling us what was actually being said in Spanish. We ran a 30-second ad for The Ron Burgundy Podcast on broadcast radio every single hour in 160 markets. You have a distribution model that is free. The fifth season brings canned laughter and an audience . Not great. Walk us through what that actually means. Ron sits down with Boris Johnson and gets into the restaurant business with Guy Fieri. Hes fantastic. Thats good. We felt like we were really onto something with podcasting, but we wanted to accelerate it 10 years ahead fast. The Front Page Podcast with George Gerbo Get the day's top stories in 5 minutes LISTEN: Asking good questions isn't anti-revival The Rebellion Podcast with Everett Piper Do the COVID shots . See omnystudio.com/listener for privacy information. Theyre mine. The math works out with subscription, but Im not sure how it works out with advertising. I can test exclusive or windowed content there. But to tell it in a reductive way, 20 years ago, when some folks were sitting around a table deciding how they were going to distribute all these great podcasts they were going to start making, they could have used several different technologies to do that. Its gone. I dont know. To answer your other question, if this industry were to wholly move to a platform like Facebook or YouTube, its a different platform. This show is also a podcast where we capture the file, distribute it as an on-demand thing, and then it drives upwards of 15 to 20 million downloads a month. We are an obsessively, widely distributed content company. He only came on here to pitch the app. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. Over the last 10 years, I think it has been a question of them figuring out what they are as a platform and what the next chapter for them should be, whether its the metaverse or just doubling down on making newsfeed better. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick StumpfExecutive Producer: Mike FarahConsulting Producer: Andrew SteeleAssociate Producer: Anna HossniehWriter: Jake FogelnestProduction Supervisor: Colin MacDougallThis episode was Engineered, Mixed and Edited by Ron and Carolina are joined by special guests, a random man and woman who happen to be in the elevator when they get stuck at the start of the recording. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things about people we never knew we wanted to know. Its good content. We do talk to them. Are you feeling the pinch of the ad downturn? It made it the medium that the internet promised creators it would give them but hadnt yet. Its never been any different from day one, and it has made all the difference. Find ratings and reviews for the newest movie and TV shows.
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