Go follow Conal on TikTok, its great. The Ron Burgundy Podcast. iHeartMedia came along and offered us two or three things specifically. You are describing a mature company. We tend to think we have to do things sequentially. Well tag all of our spots on air with, Listen wherever you get podcasts. Well say our own app, but then well say other apps too. Yes. Ron and Carolina talk with Game of Thrones Peter Dinklage about his favorite poems. Credits: Host, Writer, and Executive Producer: Ron Burgundy Co-host, Writer and Producer: Carolina Barlow Producer: Nick Stumpf Talent Producer: Anna Hossnieh Writers: Andrew Steele and Jake Fogelnest Engineered, Mixed and Edited by Nick Stumpf Learn more about your ad-choi Most of them are like, Facebook wont give us the time of day. One San Diego legend joins another for the definitive interview with the San Diego Chicken. There is always something new happening. Then if they want to, we launch their podcast with iHeart Podcast Network. I will say one more thing. There were lots of things that moved what were initially experimental marketing dollars from those big brands and holdcos into permanent marketing dollars. By the way, put TheVerge.com on the home screen of your phone. In each episode, Georg.Show More Introducing: Season 3 of StraightioLab 02:55 | Sep 2nd More RECOMMEND 8) Peter McIndoe and Tim Heidecker The iHeartPodcast Network is home to more than 800 iHeartPodcasts across a wide variety of genres, that span every category from business, sports, spirituality and technology to entertainment, family, comedy and true crime - and everything in between including leading podcasts such as "The Ron Burgundy Podcast," "Paper Ghosts . The Ron Burgundy Podcast Season One Trailer. But if you listen to this room over the course of the day, weve probably said podcasting is in its infancy 100 times on this stage and in the breakout rooms. In the Big Money Players network, comedic talent like Langston Kerman or Carolina Barlow are right alongside folks like Bowen Yang, Nikki Glaser, or Eric Andr. If anything, we have doubled down on this model of partnering with a creator, like a Shonda Rhimes, who wants a big playground thats long-term. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things . People trust podcast content more than they trust what they see on social media by like 60 percent more. See omnystudio.com/listener for privacy information. We pulled in their seven or eight podcasts with the promise that we would market and monetize them better. Score: 4.7 Joshua Dudley Forbes Feb 8, 2019 ".It's Glorious And A Little Low-Key. Dermot Murnaghan has signed off at Sky News for the last time by referencing the Will Ferrell comedy film Anchorman: The Legend Of Ron Burgundy. My point in answering this way is that he uses this company, to some extent, to find new comedic talent that is the long tail youre talking about. Charts. Malcolm Gladwell has an existing slate of shows. 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. I havent found a business model that proves it differently, so I think it behooves all of us to plug that pipe into as many distribution points as possible. It has 29, 30 podcasts under it, and it alone drives 15 to 20 million downloads a month. The other is the digital audio group. 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. Ron plans an interview with Alex Rodriguez, and takes his cooking skills to the next level with Jon & Vinny. Producers: Whitney Hodack, Jack OBrien, Miles Gray, and Nick Stumpf. Huge exclusives, Spotify got whatever out of it, we dont know how Joe Rogan feels about it. By the way, if you love digital audio, and we all do. The Ron Burgundy Podcast is a free audio and video podcast hosted by American comedian and actor Will Ferrell. To many in the industry, that seemed pretty disingenuous. This is a split, right? It was a smart move on their part to buy a company like HowStuffWorks.com. There are these formats that hit, the things you lead with, but then there is an enormous long tail of stuff. 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. 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. It has been announced that the Anchorman character will next year release 12 episodes of something called The Ron Burgundy Podcast. In podcasting, it is fundamentally different. 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. Ron explained: How do you do it? Even if ultimately it was frustrating to the creator network, usually when there was a huge shift in a business model, the newer platforms were fixing a problem. We run billions of podcast impressions in a month to promote our own shows and our partners shows. If there are principles that I try to remember once a week or so, its probably those three. Our business affairs team is busy and accounts for a lot of our growth. Theres this adage for anybody that has worked in video. Is radio the upsell on podcasting for you? I think thats creator psychology, like, Actually, sometimes its more important for me to have a large listener pool than it is to have a big check. Some of the press recently has focused on that, and I think its smart. This is the org chart question now. Aren't. Real. Oh, its right here. I dont think this is wishful thinking. "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 . Abs are sure to get a workout from the contagious humor. In the producing realm, she has worked with Will at his production company Gloria Sanchez for 6 years, and is clearly well versed in the notion of marrying comedy with romance in ways that captivate an . 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. These are marketers who are usually really good at this stuff like really good. Then on the other side, you have MrBeast, who literally gives away money to start a hamburger chain that will make him a billionaire. The Ron Burgundy Podcast 5M ago Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! 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. We have a whole newsletter for podcasters. Its just a disconnect. This is obvious at this point. Join America's favorite . Are they yours if theyre subscribed in Spotify? Simply put, the whole podcast industry in one sense is just the most amazing, best storytelling group of influencers to hit media in a really long time, so we benefit from there being new attention on the influencer market. One thousand or so of the sellers that I mentioned sit in the multi-platform group, and they certainly sell all the assets we have. Radio is a more ruthless industry than podcasts. Absolutely. Both are completely okay and actually really perform well. What it allowed us to do, along with a lot of other stuff, was to talk more freely to the market about how well this segment was growing, specifically podcasting. Its a great question, because isnt everything direct response at the end of the day? ChatGPT will eat us all. We started a company with Will Ferrell called Big Money Players. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! I fell in love with this medium 10 years ago. I dont think theres a creator on the planet who is interested in literally decimating their audience size, even for the sake of a big check. See omnystudio.com/listener for privacy information. The Ron Burgundy Podcast Play Newest Follow Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! I dont have it candidly on a P&L anywhere. 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. His last remarks drew laughter and claps from co-workers. The Ron Burgundy podcast is back for season two, starting August 8th! Episodes. via Podcasts. See omnystudio.com/listener for privacy information. Its worked for them for 10, 15 years. I wonder how much Im spending on audio marketing? That number is usually nine or 10 percent of their overall investment. The BD team is livid. We had a good relationship with Roger Goodell and the league. And that will lead to conversion for something else for you? The Ron Burgundy Podcast (Podcast Series 2019) cast and crew credits, including actors, actresses, directors, writers and more. To try to help with this, iHeart, the multi-platform group, built a product called smart audio thats really cool. 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. After two or three years of just running the podcast division, I was made the CEO of the digital audio group. Yeah, we did a great Decoder episode with Chris Dixon, the lead partner for that stuff at Andreessen Horowitz. Broadcast radio is a highly formatted media type. In fact, you almost certainly kill true creativity when you hit that moment. Some of their podcasts include "The Ron Burgundy Podcast" and "Chelsea Handler: Life will be the Death of Me." The deal also allows teams to do their own podcasts that can be distributed . The first episode of the show launched on February 7, 2019, on iHeart Radio [1]. You have this relic now, that is a podcast limited series of what this language means to this guy and why he captured it in a podcast. It made it the medium that the internet promised creators it would give them but hadnt yet. It is a centralized medium when it comes to RSS feeds. Into the whole thing? 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. The broadcaster, 65, who has spent nearly 16 years at the news channel, said . That is some real Silicon Valley stuff. The idea that were going to run ads at scale and on broadcast, that were going to put the local news anchors on the side of buses, this is not this industry. Are you saying, Its actually billions of podcast impressions? It thrives when it is a widely distributed medium. Does that worry you? And everything in between. Is this a thing you want to do? Well do standard, straight-up, quick-turn, host-read ads. Yeah. Maybe one day you will, but not today. Yes, we do that all the time. But no, youre spot on. One of America's most famous fictional news anchors, Ron Burgundy, is back with his own podcast. One of the themes we come back to on Decoder over and over again, especially when I talk to creatives or creative executives, is that your distribution fundamentally shapes what you make. I know you do. Do you know how hard it is to make a mass-reach medium, that 80 million Americans a week are like, Im going to do that today? 2023 Big Money Players and iHeartPodcasts. If you dont do this, you will never have the reach you need in digital audio. You dont? The core fundamental, pretty consistent business model of podcasting is a rev share model. The counterexample there is obviously Joe Rogan at Spotify. We tell stories through human conversation, more than anything else. Add to My Podcasts. What ensues is a genuinely improvised and authentic conversation filled with laughter and newfound knowledge to feed the SmartLess mind. I dont predict what we might get. They have taken this nine out of 10 American adults a month and just informed it with a digital listening panel. In around 2008, I was the general manager of a company called HowStuffWorks.com, and we were acquired by Discovery Communications. In Chicago, I sat in front of OMD. Is there any tension there at all? Anybody in the room, and most of us do work in podcasting, know that number is harder and harder to get every day. It hasnt yet hit this moment of reverse-engineering from the platforms its on. Last year when we were all in this room, we could not stop talking about Spotify. We spun it out as its own company, Stuff Media, and very shortly thereafter we realized we needed two or three things to grow a lot faster and get a lot bigger. I know Im sort of recapping the obvious, but this was an inflection point in our whole industry, that you suddenly had big brands and sometimes big holdcos swooping in and wanting to invest in podcasting. Thats really cool, but its not mutually exclusive. 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. You just saw it happen. Listen to Decoder, a show hosted by The Verges Nilay Patel about big ideas and other problems. Google wants something, were all going to make it, then theyre going to turn it off, and a bunch of businesses will die. 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. If I was to reframe what you just said more rudely, you could say that you have a division full of older distribution and you have a division full of newer distribution. There was no digital media when I went to college, let alone podcasting. So I said, All I can tell you is just have your aperture be wide open, man. Its not that theyre bad people. We will avoid, at almost every turn, simplicity. There is no moment where theyre surprised a month or two later that such-and-such advertiser has been underwriting their entire slate and they hate that brand, or something like that. Were all watching metrics daily inflation rates, interest rates, unemployment rates, the Ukrainian war. They take our panel listening on the iHeart radio app, look at it by geo-territory and day part, and they tie it back to the shows that youre listening to on air. Ron speaks to Senator Kamala Harris and considers running for president. Do you even talk to them, or are you just like, Screw it, take my RSS feed? All I see is this constructiveness across these two segments. When you say direct response in the context of performance marketing, these are the words the ad agency invented to describe very simple concepts. The tales he unfolds and his interview with a criminal psychologist are positively bone chilling. / Sign up for Verge Deals to get deals on products we've tested sent to your inbox daily. The way to do that was to create two segments in our company. Carolina Barlow is Will Ferrell's assistant and co-host of The Ron Burgundy Podcast. They have this instinct to do good work, so they will try to over-perform and overcomplicate a task. I just keep hearing the trailers and it sounds godawful. We were a medium-sized website trying to explain everything under the sun through medium-sized articles. I think thats it. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. They could have published them on YouTube. So if you could just bring back the old format that would be great. Its crazy to see your podcast expressed as a series of note cards by the way its very humbling.