Why Partnering is Paramount in Audio – The Short Stack – The Short Stack

"People who need people are the luckiest people in the world."  - Barbra Streisand in Funny Girl

Friends, 

If you read this monthly newsletter, you know that I love shamelessly taking famous quotes out of context to serve a narrative about what’s important in audio/ad tech. So thanks, Babs, for the unintended inspiration.

As we head into fall event season, from Podcast Movement to Advertising Week, we head into a lot of chatter about the current state of podcasting/radio/streaming/etc. What’s bringing more ad dollars to the historically underallocated audio space; which data is really proving value; what are the right/wrong ways to leverage AI; and lots more (including, somehow, what IS a podcast) – all on the table. 

There will surely be points around valuing human connection too – some genuine, some lip service. Around here, from the get-go, we’ve put a big emphasis on collaboration with our publisher partners, essentially for two reasons: 

1) the tech around making audio media work better – deliver perfectly, generate healthy revenue, produce meaningful data, etc. – is really complex and merits informed discussion of what’s best for the given publisher. 

2) when true partnership succeeds and yields great results, it’s simply more fulfilling. 

That last point reminds me of something Brooke Gladstone (On the Media and a lot more) said at the Public Media Growth Conference (PMGC) a couple months ago: “There’s a glory to relying on your audience.” She was making a point around fundraising: instead of stressing it, embrace the power of business and customer wanting to come together – of counting on each other – to make things better for everyone. 

When you hear us talk about being “publisher led,” this is really what we mean. Collaborate and devise solutions as partners, and the payoff will be huge from every angle.

Our latest manifestation of this philosophy is the fresh build-out of our Publisher Experience  team. I’ll let them speak for themselves! 

John Bennett, SVP, Publisher Experience

Succeeding is going to require more than just great technology. It will require a true commitment to publishers and the people behind the content. This is why I'm so excited to join. SoundStack has built a service model around listening to customers, understanding their businesses, recognizing the expected outcomes, and helping them succeed. I believe that the next chapter of audio will be defined by the companies that put publishers at the center – I'm thrilled to help lead that chapter. 

Madison Benveniste, Senior Director, Business Account Management

As the audio industry continues to evolve, there’s tremendous value in truly understanding what publishers are trying to accomplish and being invested in helping them succeed, rather than simply providing technology and stepping away. When they have the right support to grow and build sustainable businesses, it creates more opportunity for everyone. As new technology rolls out and creates even more possibilities for audio, I’m excited by the role that real human partnership will continue to play in getting us there.

A huge welcome to these two new Stackers and all that they’ll do to keep real partnership paramount in audio – and keep audio thriving. If you're at Podcast Movement in NYC this week, make sure to connect with John at the show: [email protected]. 

Best,