Pondering podcast ads with Axios, Katz, and KUT in Austin

Friends, 

Nothing gives our business concrete direction quite like hearing directly from our partners. That can come from check-ins and getting active feedback on what we’re developing. And sometimes hearing what they have to say on stage – in front of an audience, in conversation with other industry players – can reveal their perspective in other ways.

Our partner KUT/KUTX did just that at Podcast Movement at SXSW in their hometown of Austin. SoundStack CMO Scott Klass joined Axios reporter Kerry Flynn, Katz Digital president Scott Porretti, and KUT’s general manager Debbie Hiott in a frank conversation around how public media – and audio publishers overall – combine a range of strategies to keep listeners listening and business flourishing. One of them centers around ads.

The far-reaching discussion at many points turned to supporting local communities. Hiott explained:

Our mission is not only to serve our listening audience – It's also to serve our local businesses. Newspapers have become part of large chains; so those small guys have been forgotten and have a hard time breaking through in their local market.… If we could figure out a way that helps both them and the station – that involves programmatic ads – it might be an interesting conversation.

Hearing the publisher’s concerns first-hand, Porretti offered his own insight and expertise in the demand-side perspective: 

Like any good content, we lean into the passion people have for public media. And there are advertisers that want to get in there and be part of that environment because it's so valuable.

With Axios’ Flynn guiding the conversion expertly, the session got all in attendance thinking about what it takes to sustain – and grow – the businesses that keep listeners uniquely informed and entertained long into the future. Sometimes, as with ads that are atypical for public radio, that means drawing outside of the lines a bit.

But don’t just take my word for it – here is the conversation in its entirety: Is public media’s tip-toeing into programmatic a tipping point for advertising?

Have a watch, and please reach out directly to talk about how you think podcast/streaming continues its amazing trajectory. 

Best,