We’ve had a chance to chat with Rick Calvert the CEO and founder of NMX on this podcast episode. We talked to him about what he calls the “new media revolution” and the upcoming New Media Expo 2014.
What is New Media?
The simultaneous reinvention of books, newspapers, magazines, radio, television all happening at the same time where we use the internet to deliver our content. New media can be blogs, podcasts, web TV, it’s everything we use in social media to amplify our messages just like Facebook, Twitter, Pinterest, Google+ and the new ones that seem to be added every day. We call it new media because it’s new but the traditional media uses these platforms now as well.
New Media Revolution
It is so easy now to start your own podcast or your own blog to talk to hundreds, thousands maybe even millions of people around the world through new media but it wasn’t always that way. Control of media before was confined to the few who had access to the traditional media tools like a printing press for newspapers and magazines or you had to own a television station or the like. But now, with this revolution, millions of people around the world can create media and for some of us it’s even free.
Message To Radio Broadcasters Not Podcasting
You have to do it now. It’s not true that you’re too late because others are already established in this new media. The beauty of new media is anybody can enter the market. If you’re good, your content is good, and you’re professional you can succeed in new media. Even if you do it next year you can still succeed because we are still at the beginning of the new media revolution.
Is There Still Space For Old Media?
There is still space for the traditional media but people nowadays tend to use it less and less. Rick watches television less, reads papers less, he used to have subscriptions but now they’re more like a last resort as in you only use them when new media is not accessible. Norman Pattiz, the founder of the company Westwood One, who pioneered syndicated radio is now also investing in podcasting with a service called Podcast One. And if a person like that is interested in podcasting then you should be too!
Is There Money To Be Made In New Media?
There’s so many different ways to create a living doing this unlike in traditional media where you create content and sell advertising. In new media we create content and also have a product to sell it’s absolutely different.
Yes there are podcasters who make a decent living as good or better than what they made in traditional media before or who have replaced their real jobs. Rick mentioned that around 90% of the podcasters speaking at NMX are earning a full time living as a podcaster. Rick goes on to say that new media is a meritocracy and not anyone can be a great podcaster. It takes a lot of time, hard work, discipline, commitment, and you have to dedicate yourself to learning more. So yes, there is money to be made but it doesn’t happen overnight.
Traditional Media vs. New Media
In new media, the creators, the podcasters, bloggers, almost all of us create a little bit of everything. We’ve got some still photos, we’ve got some videos, we’ve got some audio, we’ve got some text but if you narrow it down each individual would say, “I’m a blogger or a podcaster or I do web TV”. It’s actually more of a trans media universe where we’re using all of those tools at the same time. In new media we’re more than content owners, we’re also the producer and the publisher of that content and we have to think of that as a business.
New Media Expo 2014
This year’s New Media Expo is grander as there’ll be over 4000 people attending, there’s an exhibit floor, there’s a huge conference with 300 speakers, you’ll see the podcast awards, the web TV awards and so on. If you’re a content creator, you really have to think about the fact that much of what you’ll learn is not just in the official sessions but in the opportunity to meet your peers in this business, build your network and potentially build your business. The opportunity in new media is wide open for anyone as long as you are talented, you have that drive, determination and passion it can absolutely happen for you.
We have a real life example of how New Media Expo 2013 influenced and created an opportunity for Music Radio Creative on episode 25 of The Podcast Report where Izabela and I talk about first meeting Cliff Ravenscraft. There are actually so many moving parts at New Media Expo and you can do a lot, even enjoy the parties and more as we’ve said on why we loved NMX 2013 during episode 50 of the Music Radio Creative podcast. Izabela added how NMX 2014 Is a great investment because you have 4000 attendees, 300 presentations, and just the fact that there is no other place in the world where that happens. If you are interested in the topic it is THE place to be.
What Are Your Thoughts On New Media?
Are you still waiting to join the new media revolution or have you started already?
I really enjoyed the interview with Rick. Makes me even more excited for NMX!
Thanks Cliff. Great to hear that you enjoyed the interview with Rick. Izabela and I can’t wait until NMX in January too! 🙂
I really enjoyed the conversation Mike and Isabella. Looking forward to seeing you both in Las Vegas in January.
Rick, it was great chatting to you on the podcast.
Thank you for sharing so much detailed information on new media – it was an inspiring episode – we both enjoyed the conversation very much and look forward to meeting you in Las Vegas!
WOW what an epic Podcast…this is the future and Rick explains it better than anyone…thanks so much for the great content Mike and Izabela!
Thanks John! Glad you enjoyed the episode. Rick truly was an amazing guest 🙂
I just finished episode 75, and I’m now about 15 session’s away (middle of the year) from completing your entire catalog. Thanks for having the monthly inventory of podcast listed out. It’s easy to view, click and go right to the first-rate show notes. I listen to many podcasts so I can confidently say you were quite a PRO from the beginning, but I have appreciated the small fluid changes and the addition of Izabela. I believe you have found a fantastic recipe in the quest of that sweet spot. Well done!
There are several reasons why I like your podcast. One reason is for your friendly voice and chats, the educational and entertaining format, the tutorials and free test resources. Another reason is in your referrals to other podcasts &, dare I say, radio shows and personalities. Your philosophy reminds me of the movie “Miracle on 34th Street” where “Santa Claus” referred a customer to Macy’s since Gimbles couldn’t handle the customer’s need. The end result was PRIMARILY to address the customer’s problem, but the huge side benefit came back to Gimbles ten-fold. If any “customer” (client, student, patient, soldier, citizen, etc.) service interaction was handled in this global healthy way, can you just imagine what fantastic good would result? Surely this tactic shouldn’t just be around the holiday season. So, thank you for your recommendations and section on your website where we can see what other podcasts you’ve been a guest on. There are a handful of podcasts host that I will always listen to because they keep to this “giving” principal and their stated mission for their podcast.
The topic of “Radio vs Podcasting” is an epic theme. Firstly, it was great to hear what Rick had to say for this new media revolution. Secondly, I very much enjoyed your “Walk in the Woods” session where you were both brainstorming content themes for later discussion. The sound quality was good and the discussion was awesome. Your chat brought me in to formulate my own opinion and called me back to see how this conversation would flow and transition. I would definitely tune into a monthly or bi-weekly “walk in the woods” or “gussy gardener” podcast chat.
Thirdly, the discussions intersecting radio and podcasting are going to be on-going. I’m not sure there is a “right” conclusion but there is opportunity for improvements. Mike, I acknowledge your background, is in radio, you have “Radio” in the name of your podcast, and a large audience base and monetization strategy, I assume, would come directly from the radio and broadcast industry; so I could understand your heated feelings. However, I did cringed yet got absorbed into your chats where you thought Izabela was totally wrong in her thinking. As you both agreed, it does come down to your personal definition of what a podcast is and the actual implementation of that material. I concur with Izabela’s point of view that some of the “radio” content appears lazy and not exactly unique to a particular niche and is “fake-casting” it to get a message out. I’d say that’s true for some non-radio personalities, as well. Besides deciding what podcasting is and how it’s implemented, for me, it also comes down to what I will subscribe to for a period of time.
My current podcast library has several radio and TV clippings that recycle each day. Perhaps they could be described as “fake-casts.” I have them available if time permits. They are not in my top 10. I may or may not listen. I’m fine with that choice as I have an option on some podcasters sites to re-load and rewind, if I choose. Several shows do not allow a historical capture. So unless I tweek my i-Tunes settings to not delete the cast is gone forever. I’m fine with this. However, this practice might skew statistics since the download occurred but actual consumption didn’t happen. In the “cloud world” the statistics might reveal a truer pattern. Currently, I signed off from using the cloud for podcasting with i-Tunes. It was just too messy and complicated. I’m sure that will change within the next year. I’m familiar with Stitcher and Pandora but haven’t had the desire to go that route yet. A future automobile purchase may change that decision.
Though I’m down-sizing and fine tuning some of my choices this coming year, I captured a portfolio profile of all my podcasts and i-Tunes University courses (podcast). I even looked on i-Tunes to see what categories my podcast are rolled up into. I have a-little bit of everything. There are themes but not what I had anticipated.
Entrepreneurs are driven creative risk aware dynamic forces that have given the podcasting industry a field to harvest. Since I could not conclusively define what a podcast is beside a generic definition, I could foresee the word “podcast” and the chosen “category” a podcaster lives under evolving. Just as the business owner became the entrepreneur and that word has taken on several refinements (ie.; wanta-preneur, solo-preneur, blogprenuer, etc). Still at the end of day, the same (business) person wears different labels as a business owner, hobbyist, enthusiast, employee, and consumer.
Movie, TV and music studios have been expanding categories for years to help highlight the lead message and celebrity (anchor, DJ, host, actor, message, and musician). Word modifications will move this huge influx of podcasts into more refined names because of the podcast’s character and the coming surplus of options. Some of my business podcast were actually “Go-To-Webinars” at birth but were dressed up and put into a podcast or recently transformed into a Google Hang-out. Some of my “religious podcasts” are actually sermons with a few added pre and post rolls to make it a podcast. Sometimes, I’m privy to a chat between friends or an audible explosion of independent thought and inspiration. Sometimes, I listen to a book reading with an occasional song or movie inserted to emphasize a point. These sessions and various other formats are all called podcasts, for now. The point is to deliver a product to a selected end user and the successful packaging may differ based on the preferences of that listener.
Google is already adding their particular flavor and in a big way. I’m still trying to figure out how to maximize my use of google with privacy concerns. As radio and TV transition and podcasters makes global headlines more naming conventions and sub-categorization seems natural. Perhaps one day, if not already, some podcasts will be called a Meetcast, Webcast, Teamcast, Joint-in, or Chow-down. The marketing gurus will put a spin to set their particular selection out from the large pool. Maybe some companies might toggle in using the peculiar animal kingdom categories to describe a group of podcasters. The oddity could attract attention as it would set themes apart. (Gagglecast, Troopcast) http://animal.discovery.com/animal-facts/22-peculiar-names-for-groups-of-animals.htm Okay, maybe a stretch but the definition and product offerings of what is deemed a podcast is clearly up for grabs. Get advertisers to post commercials back to back with a quick blip of selected headlines and songs and pay a consumer for clicks and they could package that up as a podcast. The point is will anyone subscribe and buy that podcast package?
It seems to me that a podcaster has to make a hard line decision on their category selection based on potential exposure and ratings. From my consumption, the same podcaster could neatly fit under several options. I now understand why some highly rated or savy entry level podcaster have a long adjective intensive descriptions and labeling rituals to a particular podcast. For marketing, I always understood it was important to say the same thing in all places with the same logo. However, I’ve seen my podcasters describe their own show slightly differently in i-Tunes to Stitcher, to their actual website(s) and show notes. Add the typical social media platforms (Facebook, Twitter, Pinterest, Linkedln) and there are subtle differences touching on several categories. Some podcaster websites are literally sales pages more so then back up material for the podcast. Because of a guest interview, some shows and notes are quite intensive and reach beyond the actual category of the podcaster. Some show notes are just chosen highlights, and some are barely representative of the show. My favorites do a cross-section of the above, so I can’t tell if that’s a test to see what happens for usage or how to define best practice.
My personal practice is to go to show notes to pick up details I heard in the podcast. I love when the podcaster actually has notes and makes it easy for me to reference. However, I often find myself in other “categories.” So even with a clear theme and format, several of my top podcasters though tied to a main category seem to hit the Business, Education, News, Health, Technology and even comedy categories consistently. I guess the long view will rest as a work in progress in how money and influence maneuver awards, recognition, and social impact.
One side thought on messaging, the use of multi-casting and getting out the same material out to different platforms is wonderful. I love the option; however, that process seems laborious and if not done correctly could back-fire for some consumers. Right now, I procure assistive technology for blind, deaf, and disabled. Specific apps, audible and e-books, music and podcasts are HIGHLY consumed products for these groups. Several consumers actually make their business in this world. Aligning actual practice with law is actually quite cumbersome. ( Making all websites accessible) The point is, knowing that end user and how they experience the material a podcaster puts out deserves some consideration.
Because of the recent podcast awards, I thought about categories and specialization. Even as a consumer (voter), I was bugged by the final selections. I’m grateful for all options, but the winning groups didn’t seem to match what I thought would be clear winners. It made me think of the movie and music industry and how different ceremonies had to be created to award and recognize ground breakers and true stars. Clearly there are opportunities here for creating a Sundance like festival for podcasters. The sooner the better as big business will drive what they consider as choice selection if podcasting continues to take a lead in this field. It just might be that time where some leaders in this field should assemble to penetrate radio and TV as opposed to waiting for how those mediums respond to the podcasting industry. So again, I was uncertain what a “podcast package” means to me since I have different expectations of the material I want to consume.
Steady competition adds texture and drama to this field. I will straddle the fence for a period and then pick my greener grass when competition embarks to define or refine my choices. Clearly this is a time to start mastering the art of podcasting. Like Rick Calvert stated, I’ve cut back watching TV or listening to the radio in favor of podcasting. I still read books old school style, but find myself consuming audible more than ever. As Rick cautioned, though some have gotten rich in the last few years this is not a sustainable quick get rich industry by itself. Some podcasters, I listen to now were DJ’s or close to that long ago. They had to pave and endure a harder road. What are easy pickings now were weeks or months in the making before. These “old timers” have earned wisdom. They have something to say, and hopefully it’s without a chip. Sometimes, I do hear the “chip” talk and for my baby boomer ears, I have compassion, but the younger generations behind me will tune out.
I considered the “WHY” question. Why do I chose and listen to “podcast” over other options? Besides technological advances, what is so different now than in the 90’s or 2000’s time frame? I did listen to podcast way back in the 90’s. It was a chore. I would sometimes record and process a CD to .mp3 format just to listen to it in my car. It was too much work to do on a consistent basis.
Podcasting remained as a newborn for a long time. It did not grow heartily in the 90’s and through most of the first decade in 2000. Of course, technology is a huge part of that reason, but I believe, this was mostly due to major economic and social events. To go one step further, it was also how we humans processed those spikes, valleys and dips. We chose the medium we could deal with at the time. There were events that became the catalyst for other changes. These global issues promoted the need for minute by minute detail (radio) and video (TV) to capture and describe that event. A rehashing was readily made available in newspapers and magazines. An intimate card was stamped and sent to a trusted friend or family member. The phone line remained busy with actual conversations. Life became even busier with dual income generators and aging parents. The re-processing and restatement of independent thoughts promoted journaling, blogging, texting, and the need for a quick summary.
After 20 years of major global changes we may actually be in a period of pause and reflect; partly attributed to economic and social exhaustion. Combine this with generational differences squarely upon us and a historical occurrence. For the first time in history, there are five clearly defined generations having to work side by side in a global society. Perhaps, as the GI-ers and baby boomers, we are worn out, reflecting and re-working; and as Millennials (Gen X – Y), they are over it, through it and are figuring out how to tool the possibilities, whereas, Gen Z’s (Linksters) are highly risk tolerant and technologically astute, grew up with anything goes creativity and mentality and as the youngster will not repeat (or get caught) by the mistakes the older sibling (generation) committed.
Though not remotely close to a summation or positive twist, in the 90’s we had the beginnings of the Gulf War, Hurricane Andrew, Waco, Oklahoma, World Trade Center & Olympic City bombing, death of Princess D, Columbine shooting and even OJ’s road race. In the 90’s a balanced budget was real. There were many positive major technological advances and events but the negative ones and how we translated that stress slowed podcasting growth. Journaling through blogs and text became the fertile test grounds of a voice that wanted to be heard. The attracted audience began to want and explore more.
We started the decade (2000’s) with a fear of the turning number but had the lowest jobless rate since 1970’s, Microsoft was ordered to break-up, the i-pod was introduced just after “911”, several airplane and Space Shuttle disasters struck, political issues inserted distrust and apathy, the Iraq invasion and war casualties took patience, mistrust, and escape to a different level, significant terrorism and bombing attacks combined with governmental actions to prevent these situations, and disastrous weather events to include Europe’s heat wave, Hurricane Katrina, and the island, Alaskan, Haitian, Japan, and China earthquakes rocked the world. And within a decade, we (USA) went from a balanced budget to more foreign ownership, financial chaos, sky-rocketing deficits, foreclosure mania, and 8.8 million job losses since the recession began and you build a culture around survival instincts. Fight or Flight. Don’t wait for someone else to do what you could do yourself. The paper voices turned up the volume and hit the waves. Podcasting started its growth spurt.
Even today, the “style & method of educating” is in need of an over-haul. Traditional educational ambitions and costs are enormous. It’s common to see articles that people are more stressed out or on auto-pilot in this decade than ever reported. And though we are hyper connected we are not actually connected. Enter an accessible means to educate, entertain, guide, and connect and podcasting is given oxygen. This medium if used correctly can provide the connective tissue to fill in some gaps. Right now, anything goes.
But here is where the truly organic podcaster can thrive. I shifted to this medium of consumerization because I hear a story I chose. Sometimes, it’s just a snapshot or a consideration. I ponder. I pause. I seek. I wonder. A picture is painted. Hope, possibility, and adventure come back into my view.
My best podcasts teach me, inspire me, entertain me, guide me and lead me to other avenues that I would not have found in an hour long TV, news or radio show with 10 commercials. When “allowed” since some TV networks have recently prevented this function even in the “on-demand” shows, I fast forward through the fluff and sales pitches. That annoys me that some pre-recorded on demand shows can’t be fast-forwarded but can be re-wound. When an hour long show comes down to 18 – 20 minutes then you can count me out even if the show’s content is exceptional. I’ll get highlights later if I take the time and don’t lose interest. So I totally agree with Izabela’s suggestion of 5 – 10% maximum ratio allowance with my comfort zone maxed around 8%.
So for me, the best (organic) podcast and podcasters help create my own kind of reality show. It’s a full package of deliverables. I can use the same recipe my mother made for her famous bread but somehow it’s not the same and that simply could be because of how, when, and with whom I consumed that bread. Some new-comers are copying exact recipes but there are missing elements.
So I agreed with both of your viewpoints. I’m just not sure there is a conclusive answer. Mike, you are building and remembering from where you came. That is huge and significant. While podcasting is growing so rapidly and other mediums are assessing how or what type of entry they will take there will be testing approaches. This provides opportunity. So as a consumer, I’ll enjoy the ride as I have choices. I’ll select my favorites and improve my average of who I “hang-out” with each day. Which is a reflection of Jim Rohn’s quote: “You are the average of the five people you spend the most time with.”
TV, radio, newspapers, magazines and books will always be an optional medium. Some of these channels have osteoporosis and need a new treatment plan. Some just need a gentle re-boot. The beauty of this scenario is having problems that need focused solutions. As a reasonably free citizen, and like my other choices, my selections and time will be spent on views and conversations that support and enhance my personal beliefs, interests, and commitments. Podcasting is a medium. It’s in the up-hill climb. The dip will come someday. Just like some podcasters feel the drift after the 8 week new and notable chart ride some will survive but most will not in a sustainable income satisfying way. (Cue in the whistle with Clint Eastwood in “The Good, The Bad and The Ugly”) ……………….and that’s okay
As “medium producers” over extend their commercials, talk at, connect flatly, over-sale or reveal their real motivation or prescribed message, or start charging for episodes, I’ll check out. Maybe, I’m of a minority viewpoint. Once freedom is given and experienced by choice any addition of chains, restrictions and depersonalization just becomes the fuel to seek, choose and create other alternatives. This is how we got here. So for now, podcasting is in that time in space where the creative, connecting, content styled customer orientated businesses will live and thrive in a big way. The podcasters who make in past the typical marriage turning points (1,3, 5, 7, 11 years) will have fine-tuned their niche and their use of multiple media streams and casting to consistently solve or address their customer’s issue or interest. The older siblings maybe a bit aged and bruised but they will follow and lead specific paths they once dominated.
Your tips and techniques have enhanced what I want to learn. Your style and delivery entertains me and your story calls me back in. I love your passion for what you do and enjoy the conversation. I’m glad to be along this journey with the family of Music Radio Creative.
This is an amazing and very interesting read. Thank you for taking the time to listen to so many of our podcast episodes and for providing such detailed feedback. I shall re-read this a few more times to get all of the great nuggets and information in your reply. It is really worthy of a whole blog post in itself 😉
Well, thanks for reviewing. I know Izabela prefers it to the point. I actually gasped when I realized the length and realization that it’s out there, but it came from sincere thought. Besides tinkering in some of the social media sites, I never made the leap to a site, so maybe it’s time to go there.
Appreciate your time. To finish up the current MRC library, it was really fitting for me to cue up episode 57 with Pete Gustin, one of your voices, which was perfectly titled Finding Your Inspiration.
Thanks again for taking the time to listen and feedback. I really appreciate it and I know Izabela does too 🙂