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ChatGPT will eat us all. 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. This is what they do really well. We ran a third-party research study two years ago with WARC. Hes like, I want to get as much audience as possible. We tell stories through human conversation, more than anything else. 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. Broadcast radio is a highly formatted media type. 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? It has been a player in the audio space across multiple kinds of distribution for a long time. Join Americas favorite Anchorman, continuing to delight audiences with the comical musings of Ron Burgundy and leave them wanting more! They had seven or eight podcasts that they were making. Is radio the upsell on podcasting for you? The 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. Im like, They dont need to be if they dont want to be. In The Rob Burgundy Podcast, the host's chaotic charm meets real-world experts and celebrities. Its why we widely distribute. Yes, of course we are. Do you worry that you dont have the same control? They want to do a really good job. Will Ferrell stopped by almost all of the late-night TV shows to promote the second season of the Ron Burgundy Podcast, . I feel like I already know how it went. I know. To put it simply, we have a platform. How have you arranged iHeart Digital? If any of you are buying bus ads, please let me know, because Im dying to know how it works. I think its real. Its not mutually exclusive, first of all. 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. It is a centralized medium when it comes to RSS feeds. Do I think were mature enough to have all of the things that a big, respectable, grown-up-table business should have? We started a company with Will Ferrell called Big Money Players. Are they yours if theyre subscribed in Spotify? Its just like life. We do talk to them. Do you care? Ultimately, I think Discovery did the right thing by leaning into more of a streaming strategy for their digital media. 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. I have to say people are very excited to hear from you today. We tend to think and work sequentially. It made perfect sense to me as a consumer 10 years ago or so when I subscribed to Netflix. 1 commercial podcast publisher globally with over 20,000 podcasts available on its iHeartRadio platformboth of whom are kind of a big dealannounced today "The Ron Burgundy Podcast." Its good content. Huge exclusives, Spotify got whatever out of it, we dont know how Joe Rogan feels about it. The Ron Burgundy Podcast 5M ago Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Release Calendar Top 250 Movies Most Popular Movies Browse Movies by Genre Top Box Office Showtimes & Tickets Movie News India Movie Spotlight. If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks then look no further. iHeart has 1,300 salespeople in all 50 states across 160 or so markets as weve divided up the country. Eighty million Americans a week listen to podcasts. Eighty million a week is the more interesting stat to me. 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?. I only say this to you because thats how we do that sale. By the way, put TheVerge.com on the home screen of your phone. "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 what it sounds like. Are you converting off the radio? Theres an engineering team that has maybe 100 people at the back end of all of our digital products. Theres no ulterior motive or different goal. 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 . Conal Byrne is the CEO of iHeart Digital. The Ron Burgundy Podcast is back! Just before we started, I was looking at your website. You have sat out a bunch of stuff, you have sat out subscription, but I just want to sit with distribution for one more second. Its a great question, because isnt everything direct response at the end of the day? 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 and Carolina interview an actual, real live psychic after Ron gives listeners their horoscopes. Ron listens to an Opera Singer, to see what all the hype'sabout. Yeah, youre right. The money from each of these pipes is not the same. Co-produced by Funny or Die and iHeartRadio, the show has already been given a two-season, 12-episode order. Do you offer rev shares to your creators? Everybody in this room has worked damn hard for the last 20 years to get to this point. We spend $120 million a year it was something specific like $113 million a year the last time we said this out loud of our own on broadcast radio valued impressions or commercials to promote our podcasts. Hes going to start this journey now of trying to get into college. Last year when we were all in this room, we could not stop talking about Spotify. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! CPMs are going up and the quality of the online ad marketplace is going down. Thats what were trying to true up. We have a few minutes left. Cut to 10 years later, and that has become almost as and in some ways more successful than the source of it, the website. There have been moments in the last five to ten years where Facebook has shown real interest in audio, and then theyve backed off the two or three times that has happened, so Im not sure. This is very unique. So we launched a company together. Thats important, because I think they want to do the right thing by the medium. Podcasting is a mass-reach medium. Hello, my friend. You would have a platform tax that has not yet been introduced into podcasting, and may never be introduced. People were shouting questions at me as I walked through the halls. Are you doing that math? I think every CEO has but one tool, and its shuffling the org chart to solve problems. Sixty percent of podcast listeners have bought something because theyve heard about it on a podcast. Theyre just audio podcasts and thats awesome. Thats probably how I think about it. iHeartMedia came along and offered us two or three things specifically. There are these formats that hit, the things you lead with, but then there is an enormous long tail of stuff. 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. You have to make a lot of decisions. Absolutely. 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. Actor Will Ferrell said Thursday at the Podcast Movement conference in Los Angeles that he has begun live-taping performances he is doing in L.A. which will serve at the anchor of The Ron Burgundy Podcast 's forthcoming outing. Thats driven most of our growth in podcasting over the last two, three, four years at the company. Its not that being inside Discovery was bad, it was just different. We are an obsessively, widely distributed content company. It made it the medium that the internet promised creators it would give them but hadnt yet. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. But Ill talk you through why. The Ron Burgundy Podcast 5M ago Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Yeah. Subscribe to our daily newsletter! Im very interested in the derivative work potential of podcasts. Hes like, How did you decide what youre going to do? I said, All I can tell you is, and this is where he rolls his eyes, is that the job I have, the industry I work in, didnt exist when I went to college. The second thing we do is spend a lot of time focusing on every show that we have on our network. Go follow Decoder on TikTok, its great. Sign up free 0:00 0:00 Company About Jobs For the Record Communities For Artists Developers Advertising Investors Vendors 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. We need certain things to calm down and other things to end. This was extremely funny and enjoyable to listen as Ron stumbled through another day reliving memories. Exorcising some demons in Rons man cave. Bob Pittman can buy Stuff Media and say, You know what? We also co-own a company with Will Ferrell. Ive never seen a medium move from widely distributed, free, high quality, and low to no ad load, move into a paid medium with exactly the same assets. Ron and Carolina get advice about how to navigate the dark web. Like I told you, we all have the same problems. No, for real. Theyre not in charge, right? To answer your other question, if this industry were to wholly move to a platform like Facebook or YouTube, its a different platform. And that will lead to conversion for something else for you? Youd be surprised actually, as much as it may sound nuts, the extent to which youre innovating by iterating many different reads, at many different lengths, and many different placements across a show. if these shows have a visual option available somewhere to watch, that'd be cool, i guess. This has made podcasting different. It has 29, 30 podcasts under it, and it alone drives 15 to 20 million downloads a month. Carolina Barlow: Co-Host, Writer, and Producer. 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. These are objective truths. Youre the CEO of iHeart Digital, which is a big company with a long history. When you say direct response in the context of performance marketing, these are the words the ad agency invented to describe very simple concepts. Im going to get in trouble too, just like you are. Thats my only fear with video. To some extent, you kill creativity and true innovation when you start to reverse-engineer what an asset should be for the content platform its going to be distributed on. There are iHeartRadio streaming channels that show up on your electronic programming guide on Roku. That's it. 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. He used his podcast as a way to capture that language and report on how a language dies off the face of the earth, never to come back. 246 episodes totalling 170 hours, 51 minutes. 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. 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. 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. 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. "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 . Number two was this massive marketing machine. We wanted access to that to shout really loudly about the stuff we were doing. Is it just Bob Pittman being like, Chaos reigns. The Ron Burgundy Podcast A weekly Comedy, Society and Culture podcast featuring Will Ferrell and Carolina Barlow 22 people rated this podcast About Insights Pro Episodes 83 Reviews 11 Creators 15 Lists 9 Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! In fact, it was always there, but now it has exploded. Its a massive amount of the stuff we take in and that we call the media. Were going to build the podcast business by running Will Ferrell at you until youre sick of it, because we control that inventory and we control that distribution.. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. But I still own and control the pipe. The day before, I was with Publicis. I also think theres a new thrust in influencer marketing. How did the NFT thing go? 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. I think its going to be good, and I want to put it in front of many people. Theres no asterisk on the answer back to him. It sounds like you have things figured out, that you have confidence in your business. I struggle to see something broken with this. We do a bunch of partnerships with a lot of creators and a lot of distribution platforms. 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 . You own the radio stations and you program them. If you just describe to me the constraints of any distribution platform, I can tell you what youre going to get. Each episode has a different theme in which Ron engages in conversation with another notable person on the topic at hand. I think most podcasters are bad at marketing. iHeartMedia is the first to go live with Sounder's AI and Machine Learning (ML) technology, giving brands . You got it. It can be a true crime limited series of eight to 10 episodes that are 30 minutes long, or it can be a stuff to blow your mind episode with just two guys talking for three hours. Youre saying, Oh, theres a seamless back and forth, but surely you must see, Oh, okay. The iHeartPodcasts app aside, this is an inherently decentralized medium with lots of different players, lots of different controls, and lots of different monetization schedules. Gmails client-side encryption is now available to more businesses, Whoops! No. Sometimes they just shuffle it to create change. Wheres the tension there? The longer answer is, were in an odd economy. There is a product lead; Uta Knablein is our chief product officer. 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. Do you think the industry is mature enough to be like, Actually, what you all need is a business affairs group? 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. In true Ron Burgundy fashion, these conversations have a tendency to go off the rails, and we find out things about people we never . Are you feeling the pinch of the ad downturn? Yeah. Film series [ edit] I dont have it candidly on a P&L anywhere. Is that present for you? / Sign up for Verge Deals to get deals on products we've tested sent to your inbox daily. We love talking about movies, tv shows, and everyth. Yeah, we do too. Its really that simple. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Discovery bought our company because they were about to go public, and they wanted to have a really strong digital strategy. 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 the podcast, she . Get personalized recommendations, and learn where to watch across hundreds of streaming providers. 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. All of our attention is on audio now because of podcasting. Youve never bought downloads to run game ads? Morbid is a true crime, creepy history and all things spooky podcast hosted by an autopsy technician and a hairstylist. If you dont do this, you will never have the reach you need in digital audio. One of these cards literally says, What is your org chart? That is my whole brand. Are you open to video? There were lots of things that moved what were initially experimental marketing dollars from those big brands and holdcos into permanent marketing dollars. It has been fun, if nothing else. I have a card here that says NFTs on it. Thats right. All of us do this, including myself. I know that sounds crazy. Episodes. iHeartRadio, through its broadcast radio stations, reaches nine out of 10 Americans a month. Co-produced with the Big Money Players Network, The Ron Burgundy Podcast was one of the top shows of the year - weighing in at No. Will Ferrell was like, Please, please stop running so many ads, but it worked. He was like, I believe in this medium. That definitely helps, so we jumped in. Does that worry you? After two or three years of just running the podcast division, I was made the CEO of the digital audio group. 1 on Apple Podcasts Top 200 in the opening weeks of both seasons 1 & 2. Again, I hate to keep repeating it, but I dont see the problem Id be fixing. The reason we started this company was because I think he genuinely had a blast making The Ron Burgundy Podcast. Ron takes a stab at the most popular genre of his new chosen mediumthe True Crime podcast. We have a huge digital revenue sales team run by Carter Brokaw, whos fantastic. Will Ferrell reprises his role as Ron Burgundy in the world-famous Ron Burgundy Podcast! Thats really cool, but its not mutually exclusive. Ill give you an example of a show. I didnt think I would have or need a robust business affairs department two years ago. 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. Its all about the org chart. 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. Yeah. 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. You dont? Its crazy to see your podcast expressed as a series of note cards by the way its very humbling. In around 2008, I was the general manager of a company called HowStuffWorks.com, and we were acquired by Discovery Communications. Yeah. I think our stats were something like never more than 1 percent, 2 percent, 2.5 percent of our downloads in any given month. Ron and Carolina talk with Game of Thrones Peter Dinklage about his favorite poems. 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. But that maverick approach has included some controversial steps as well. You became the CEO of a formal division thats responsible for podcasts. Ron takes a stab at the most popular genre of his new chosen mediumthe True Crime podcast. I want you all to download the iHeartRadio app. Following the scary drop, Burgundy made sure everyone was alright and the proceeded to give his review of his recent Cheesecake Factory experience. What ensues is a genuinely improvised and authentic conversation filled with laughter and newfound knowledge to feed the SmartLess mind. The Ron Burgundy Podcast was distributed as a show on late Sunday night on broadcast radio too. I will test anything. I just keep hearing the trailers and it sounds godawful. Each. We were especially interested in it recently because we were launching a thing called iHeartLand, which was basically iHeartMedia as a Roblox map and an island in Fortnite. Nothings perfect, but its pretty close to perfect. In fact, well distribute it on broadcast radio, and so we did.

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