Hey everybody!
It’s been a heck of a year. For me, it’s been a year of big swings, brick walls, transitions, and experimentations. And those themes, it turns out, played out throughout the podcast industry, and beyond. It felt like everywhere we looked, people were playing the role of the Phoenix, sometimes failing, but rising out of the ashes.
If that’s you, this newsletter goes out to you. If you’ve failed this year, you have my respect. My personal goal is to fail a hell of a lot more next year, because this year was, if I’m being honest, marked for me by too many non-attempts and not enough failure.
Starting with this: I hate monologuing (i talk more about why in this episode), but I’m devoting an episode to just talking to you, the listener, about what I learned from this year about the art of podcasting. Here’s what I came up with (you can hear me elaborate more on these points in the episode itself by clicking play above, if you want):
We Don’t Even Know What Podcasting Really Is Yet: Yeah, we already knew this. But this year, more than ever, has taught me that podcasting is a dynamic, ever-changing medium. We've seen the industry stabilize in some ways, with creators finding sustainable models. Yet, we've also witnessed the bursting of bubbles, like the significant shifts in platforms like Spotify and the transformation of Gimlet.
Podcasting and Video Are Having a Moment: One of the most significant developments of the year has been the growing synergy between podcasting and video content. I have a deep appreciation for the audio format's intimacy, but I’ve had to reckon with the fact that often, an audience prefers optionality in how they consume a podcast.
You Don’t Have to Follow the Moment: In spite of all of these industry changes, no one is serviced by leaning into something that they don’t love. Not everyone is comfortable or inclined towards video content, or social media, or community management, and that's okay. The key is to find a balance that works for you and resonates with your audience without feeling forced or unnatural.
Not Consistency but Sustainability: We podcast “experts” love to talk about the importance of consistency. But I’m increasingly convinced that consistency in podcasting is less about frequency and more about sustainability and quality. It's crucial to deliver content that your audience can rely on and connect with, whether that's on a weekly, bi-weekly, or even monthly basis. And breaks, when messaged intentionally and clearly, are not just a necessary evil, but a way to refill the tank while keeping your audience in the loop and rooting for you.
Experiment, But Don’t Lose Your Core: From format changes to exploring new content themes, experimentation is vital for personal and skill-growth, and it also helps you understand what resonates with our audience. But it's essential to maintain the core essence of what you’re all about, ensuring that any changes or new directions align with your fundamental mission.
As we approach the new year, I'm excited to continue this journey with you, and in this moment I’m feeling incredibly grateful to have each and every one of you as a subscriber.
If you're considering starting a podcast or need guidance in refining your existing one, remember that Area Code Audio is here to help, from conceptualization to production.
Thank you for being part of this incredible year. Let's keep the conversation going and promise to try a bunch of stuff, and fail a lot in the upcoming year. Feel free to reach out to me at richard@areacodeaudio.com – I'd love to hear from you.
Warm regards,
Richard Clark
Founder, Area Code Audio
Podcasting for Humans
What I Learned About Podcasting in 2023