56 min listen
305 Heather Osgood - Podcast Representation & Advertising
FromPodcast Junkies - Conversations with Fascinating Podcasters
305 Heather Osgood - Podcast Representation & Advertising
FromPodcast Junkies - Conversations with Fascinating Podcasters
ratings:
Length:
55 minutes
Released:
Nov 14, 2022
Format:
Podcast episode
Description
Episode SummaryHeather Osgood is the founder of True Native Media, a boutique podcast representation agency specializing in podcast advertising. With an extensive background in radio advertising and a love for podcasting, Heather has become an influential voice in the podcast advertising space. Today, Harry and Heather discuss how entrepreneurship has profoundly changed her, trends she has observed in the podcast industry, and her latest project: a transactional platform that allows customers to buy and sell podcasts.Episode SponsorFocusrite – http://pcjk.es/vocasterFullCast – https://fullcast.co/Key Takeaways06:26 – Heather Osgood joins the show to discuss her experience at Podcast Movement in Dallas and the challenges of managing and retaining a growing team as a small business owner14:37 – Business models that Heather likes to follow18:11 – How entrepreneurship has profoundly changed Heather20:27 – Moving to Florida and experiencing Hurricane Ian24:54 – Programmatic ads, consolidation and other trends Heather has observed in the podcasting industry29:46 – Programmatic versus dynamic ads and what companies look for in podcast advertising36:55 – Buying and selling podcasts? Enter: The Podcast Broker47:11 – What’s next for The Podcast Broker54:38 – Harry thanks Heather for joining the show and lets listeners know where they can go to connect with her and learn more about The Podcast BrokerTweetable Quotes“One of the biggest challenges that I face is that it is still a very competitive job market. So making sure that your team members are all taken care of isn’t always the easiest. I think one of the observations I’ve had recently is that we’re still a small company. And so when you hire really talented employees - if they’re ambitious and they’re looking to grow - they’re only going to be happy in that role for a year maybe. And then they’ve outgrown that role and there isn’t anywhere else for me to put them.” (10:56) (Heather)“I love content creation. I love speaking. I really want, personally, to grow my thought leadership within the industry. And I can’t do all of those things when I’m managing every single team member.” (15:05) (Heather)“In terms of the trends, I think that we’ve seen so much consolidation. Podcasting was created to be this very open source environment and we’ve had so many large companies coming in and doing so much consolidation. There’s a lot of conversations right now about how these bigger companies - Spotify in particular - is really influencing the industry. I think that has been fairly significant. I do think it will be interesting to see how this recession/slowdown period in our economy is gonna impact that, if we see less acquisitions happen.” (25:19) (Heather)“Every medium is gonna have an audience that they reach strongly that is going to bring a certain type of customer. And, what advertisers tend to see with podcast advertising, in particular in podcast audiences, is the audiences tend to be early adopters, people who want to buy the newest thing out there. They tend to be higher income earners. They tend to be more educated. So those buyers are gonna be different." (33:42) (Heather)“We’re really doing things in a very high-touch way right now. I want to make sure that the podcasts that we’re selling are in a good place. I want to make sure that I understand the buyers. Right now it is in a very high-touch place, so I would say that on the roadmap certainly
Released:
Nov 14, 2022
Format:
Podcast episode
Titles in the series (100)
038 Justin Sisley | Choose Lesser-Known Entrepreneurs Every Time: Justin Sisley Interview of Driven to Better Podcast is today’s Podcast Junkie for a very good reason – as an entrepreneur himself, he knows the stresses and challenges, and has chosen to highlight and celebrate the up and coming ideas of other ‘new and noteworthy’ businesspeople. In the episode, he also talks about how to find your niche guests, his own path to becoming an entrepreneur and why maybe he’ll never figure out the iTunes algorithm. Show Highlights 00:25 – Harry Duran introduces today’s guest, Justin Sisley – host of Driven to Better podcast. 05:00 – What’s the impetus for becoming an entrepreneur? 09:34 – Justin talks about the motivation for choosing lesser-known entrepreneurs as his guests. 13:28 – What are the difficulties linked with guests who have never been on a podcast before? 15:35 – An insight into some ‘interesting’ entrepreneurial ideas! 21:16 – Reddit can be a great starting point fo by Podcast Junkies - Conversations with Fascinating Podcasters