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. I struggle to see something broken with this. Again, I hate to keep repeating it, but I dont see the problem Id be fixing. Copyright 2023 Apple Inc. All rights reserved. Co-produced by Funny or Die and iHeartRadio, the show has already been given a two-season, 12-episode order. If youre a marketer, and this was a well-worn, tried-and-true way to market over the last 10, 20 years, that just got a lot harder. This is very unique. So we launched a company together. I think every CEO has but one tool, and its shuffling the org chart to solve problems. One of America's most famous fictional news anchors, Ron Burgundy, is back with his own podcast. 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. It is possible to that extent, but its hard to convert to a new platform. I didnt think I would have or need a robust business affairs department two years ago. No, for real. Credits:Ron Burgundy: Host, Writer, Executive ProducerCarolina Barlow: Co-Host, Writer, and Producer.Producers: Whitney Hodack, Jack O'Brien, Miles Gray . Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! I choke my audience if I choose to pull my RSS feed out of a distribution app, because people who go there and expect it there wont see it anymore. Thats right. All of us do this, including myself. He also co-owns a company with us called The Black Effect, that he 51 percent owns. Ron, a big fan of magic, gets to hear from the famed magician Justin Willman. He had a similar trajectory to me; he came from MentalFloss.com 20 years ago. I mean, aside from the iHeartPodcasts app, obviously. This episode of The Ron Burgundy Podcast is all about the life and times of a true American icon and famous model, oh and also Brooke Shields. We realized that maybe our greatest asset was the people who worked there. I dont know that it needs innovation. Carolina Barlow: Co-Host, Writer, and Producer. #moviepodcast #podcast #anchorman #ronburgundy #paulrudd #willferrel Who are we? We give a ton of in-show podcast promotion as well. I want to start at the beginning. The elevator drops & Ron gives his review of The Cheesecake Factory: Just after deciding to move forward with the podcast, the elevator suddenly drops several floors. 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. Thats an insanely large but insanely accurate number. If any of you are buying bus ads, please let me know, because Im dying to know how it works. Youre the CEO of iHeart Digital, which is a big company with a long history. Everybody in this room has worked damn hard for the last 20 years to get to this point. These are objective truths. With podcasts, youre talking about promo codes at the ends of the ads, right? Will Ferrell was like, Please, please stop running so many ads.. Do you convert people to Apple Podcast or to Spotify? Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! You have an ad load that is light. Thumbs up or thumbs down, library. Were in total control there. I think the value of that creative playground to a creator, that is really free and really permissive, cannot be underestimated. Theyre all looking for internships. We're the Film Fanatics. Carolina Sums Up The Whole Podcast (The Ron Burgundy Podcast) Funny Or Die 3.5M subscribers Subscribe 288 Share 40K views 3 years ago Listen to the full episode here: https://ihr.fm/2WcbhiE. Then if they want to, we launch their podcast with iHeart Podcast Network. See omnystudio.com/listener for privacy information. To put it simply, we have a platform. Its not a huge focus for us. It kind of never went away, but now were back to this again. its like having a radio show with magic, or hiring a clown but everyone is wearing blindfolds. I think thats it. I dont see a reason. Are we mature enough as an industry for every medium-sized network or larger to have one? The Ron Burgundy Podcast | Podcast on Spotify Home Search Your Library Create Playlist Privacy Center Cookies Preview of Spotify Sign up to get unlimited songs and podcasts with occasional ads. 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. The Ron Burgundy Podcast on Apple Podcasts 68 episodes Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! You would have a platform tax that has not yet been introduced into podcasting, and may never be introduced. Those companies are also struggling. Whereas if I were to decide to stop distributing or making content on my YouTube channel, my brand just goes away. Is it just Bob Pittman being like, Chaos reigns. If anything, were making that more of a focus and paying more attention to it in the last two or three months. Add to My Podcasts. It sounds like you have things figured out, that you have confidence in your business. 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! It has made conversations with creators really simple, because you can rest assured that at some point in the conversation they will ask, How are we going to distribute? Lets hang with Will Ferrell for a second. Do you look at your distribution endpoints and say, That one is the most lucrative one, and this is a less lucrative one that we should focus on? Carolina Barlow: Co-Host, Writer, and Producer. Thats the only difference so far. We ran a third-party research study two years ago with WARC. You brought up SEO. Gmails client-side encryption is now available to more businesses, Whoops! Whereas other big podcasting players like Spotify and Apple have tried to boost revenue through subscriptions or platform exclusivity, Conal shunned those approaches and said hes going for big audience reach, made possible in part by his ability to run ads and even shows on iHearts huge network of traditional radio stations. Why did you want to sell to iHeart? Yes, of course we are. 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. I dont see it in podcasting, and maybe thats why Im not super concerned. That was my next question there. Live it up. So if you could just bring back the old format that would be great. Im going to get in trouble too, just like you are. 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." Facebooks interest has grown and waned and grown a bit on podcasts. We have this mantra: Any seller can sell anything any day of the week wherever they live and work.. Ron and Carolina interview an actual, real live psychic after Ron gives listeners their horoscopes. Its always collaborative with their approval. Menu. Well do standard, straight-up, quick-turn, host-read ads. Yeah. [1] [2] [3] A podcast series, The Ron Burgundy Podcast, produced by Big Money Players and written by Jake Fogelnest, with Ferrell reprising his role alongside Carolina Barlow, aired for 57 episodes across four seasons on iHeartRadio from February 7, 2019 to August 19, 2021, with a fifth season in active development. No, because podcasting is a decentralized medium insofar as its distribution is concerned. 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. I talk to a lot of digital media CEOs and digital media types. Are you saying, Its actually billions of podcast impressions? Yes, theres some Apple chaos in the mix, but Google, Facebook, Amazon which secretly has a gigantic advertising operation are all hurting. The last thing Id say is more of a human thing. Carolina Barlow is Will Ferrell's assistant and co-host of The Ron Burgundy Podcast. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. I want to wrap up with the Decoder question. The problem it was solving, the price point was undeniable, it made perfect sense to me. Malcolm Gladwell has an existing slate of shows. He was like, I believe in this medium. No. Then, up and coming Tim Heidecker joins him to preview some of his latest standup. I dont depend on it. 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. The Ron Burgundy Podcast. After finally learning what a podcast is, Ron Burgundy legendary news anchor and esteemed podcaster is back for season three of " The Ron Burgundy Podcast !" This iHeartRadio original podcast is sure to bring the laughs as everyone's favorite 70s news anchor continues to sharpen his podcasting skills. These are marketers who are usually really good at this stuff like really good. I can test exclusive or windowed content there. If you can never get enough true crime Congratulations, youve found your people. I have not mastered this, by the way. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. I feel like I already know how it went. We have this mantra at the company that Any seller can sell anything any day of the week wherever they live and work, and that has rung pretty true. I know that sounds crazy. I can go on as long as I want.. 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. If you just describe to me the constraints of any distribution platform, I can tell you what youre going to get. I want you all to download the iHeartRadio app. I told you it was all about org charts, and Im not even to the org chart question yet. StraightioLab is an intellectual podcast where smart comedians George Civeris and Sam Taggart unpack the rich, multi-colored tapestry of straight culture. "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. Thats where the VC money went. It hasnt yet hit this moment of reverse-engineering from the platforms its on. The Ron Burgundy Podcast Published 10/14/22 Introducing: Season 3 of StraightioLab Published 09/02/22 Peter McIndoe and Tim Heidecker Ron meets with Peter McIndoe to discuss the fact that Birds. I do. The Ron Burgundy Podcast. But hey, these reviews and opinions, I love your show but the live shows just arent as good as the old shows. We felt like we were really onto something with podcasting, but we wanted to accelerate it 10 years ahead fast. Ron Burgundy: Host, Writer, Executive Producer. All of the distribution points that we distribute to today through RSS feeds are equal to us in terms of the money we make, because thats just how RSS feeds work. You launched a lot of new stuff. We obviously have a podcast team, run by the president of the iHeart Podcast Network, Will Pearson. We also have an original content series we make with IBM called Smart Talks with IBM. Were going to buy ads somewhere where someone will push the button and download the episode, the number will go up, and hopefully some of them will stay. Really, really terrible. Youve never bought downloads to run game ads? 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. Hes going to start this journey now of trying to get into college. Ron has his good friend Lonnie Jenkins, famed jingle writer, on the pod to get a littletipsy, and sing some songs. 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. We tend to think we have to do things sequentially. To try to help with this, iHeart, the multi-platform group, built a product called smart audio thats really cool. 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. 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. We need certain things to calm down and other things to end. Its not that theyre bad people. I feel like its still a thriving business. We also have a digital marketing team, I forgot that in the org chart. Okay, I guess we have some calls to make at the end of the day to the long tail. It is usually one continuum or even the same slate. No, not really. We started a company with Will Ferrell called Big Money Players. I can talk about the things I cant talk about on the radio. 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 could also say that you have a division that might be declining and a division that might be growing at a faster rate. Here is your reach extender. Join us for a heavy dose of research with a dash of comedy thrown in for flavor. Ron and Carolina get advice about how to navigate the dark web. We have shows with video, like Stuff They Dont Want You to Know, and its awesome. To be clear though, theres a whole lot of fluidity between these segments. You have a distribution model that is free. God DAMN that Ron Burgundy podcast sounds awful. In the podcast, she . This changed everything for podcasting. Make more shows, make more great content, and level up the stuff that youre doing.. No. They apply, they get admitted, we build a bit of a podcast studio at their house, we teach them how to use the gear, we teach them how podcast marketing should work, and most importantly, we teach them what a business deal should look like in podcasting, so that they know walking into it. Theyre just trying to grow their audience while youre selling the ads. Conal oversees podcasting at a giant radio company, and his group accounts for a quarter of iHearts revenue, which was $1 billion last quarter alone. 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? Youre still getting the full ad load. Go follow Decoder on TikTok, its great. So I dont depend on it, but we have seen some traction there across 10, 12 shows getting optioned and its meaningful, with huge partners in Hollywood. The Ron Burgundy podcast is back for season two, starting August 8th! Youve been more or less anti-subscription. We all did it. Paid marketing is still helpful, but like 95 percent of that is Facebook marketing for a specific show if it wants to hit a very specific demographic. One was just investment. The toothbrushes were great. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. That definitely helps, so we jumped in. Well, Conal, thank you so much for being on stage, and thank you for answering questions about your org chart. 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. Then on the other side, you have MrBeast, who literally gives away money to start a hamburger chain that will make him a billionaire. We tried it. A million monthly downloads or more is a ton. There is a product lead; Uta Knablein is our chief product officer. On iHeart Media. Most of them are like, Facebook wont give us the time of day. I have a card here that says NFTs on it. Hopefully the truth will be revealed during the first season of the newly announced The Ron Burgundy Podcast. People are stupid enough to complain about the ads. We're all in a glass case of emotion. Because you have this new platform thats incredibly cool, and lots of great creators using it, and its 80 million Americans a week. Oh my God, do you have an Agile scrum podcast? It made perfect sense to me as a consumer 10 years ago or so when I subscribed to Netflix. Five Stars. 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. You got it. Were like, Hey, you should buy podcasting. Are you doing that? Hes like, I want to get as much audience as possible. We have experimented with Jun Group across the years. Just SKIP them, also they complain about the live audience which I get but I doubt theyll change it. We also co-own a company with Will Ferrell. The standard Facebook line is, Okay, youre going to find your customer. Anchorman's Ron Burgundy has netted himself two 12-episode seasons of a new show, The Ron Burgundy Podcast. Weve arrived. You are describing a mature company. Is radio the upsell on podcasting for you? It makes sense to me. Our partners at Work x Work. 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. Over at The Late Late Show, Ferrell's Burgundy once again treated the . You get to market all these shows with your massive terrestrial network and your now massive podcast network. Weve earned this. Its a lighthearted nightmare in here, weirdos! The. In podcasting, it is fundamentally different. The money from each of these pipes is not the same. Will Ferrell stopped by almost all of the late-night TV shows to promote the second season of the Ron Burgundy Podcast, . It was a packed house and a great time. The Ron Burgundy Podcast Play Newest Follow Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! We love talking about movies, tv shows, and everyth. 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. No. It has brought in underrepresented creators like nothing else weve done. It has 29, 30 podcasts under it, and it alone drives 15 to 20 million downloads a month. This was a year ago, and so now hes like, Whatever, dude. You take the point. Its three guys who are hilarious and fantastic. In this podcast, Ferrell discusses his opinions on various topics and shares his thoughts from Ron's point of view. The reason we started this company was because I think he genuinely had a blast making The Ron Burgundy Podcast. We havent even discussed the trust issues that are very real on social media. All of our attention is on audio now because of podcasting. Which one of your children is the business affairs group? Thats really cool, but its not mutually exclusive. I think our marketing team spends literally 95 percent of their time thinking about how to deploy what wed call house ads, and then maybe 5 percent of their time on paid marketing. In fact, it was always there, but now it has exploded. 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 .