About John Crowley
At the 2024 BSM Summit, Crowley participated in a digital panel on podcasting and its growth in the audio format. He stated that podcasting "still has a pretty vibrant future" and that "the audience is out there, the monetization is out there." He discussed how new advertisers are entering the space, aided by technology like attribution and brand safety, and said this would "continue to put pressure on this growing supply as users grow rapidly." Crowley described the relationship between radio and podcasting as one that is often viewed as a dichotomy of competition, but said "in reality they can be helping each other." He suggested using radio stations to promote podcasts and vice versa, and said stations should use their assets—including social media and websites—as a "massive promotion vehicle" for podcasts. Crowley also described podcasting as "community-based media" and emphasized the importance of talent engagement and audience engagement, saying "promote, promote, promote" across on-air and social channels to build a sense of community.
Source: AI-verified profile updated from John Crowley's recent appearances.
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Transcript (4 segments)
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Interviewer0:08
Welcome back. We are live from the Core Image Studio Green Room at the 2024 BSM Summit from the AL City Group Theater in New York City. Joined today by JD Crowley and John Wock, who just completed a digital panel on stage talking about podcasting and its growth in the audio format. What were some of your key takeaways on stage today?
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John Crowley0:23
Podcasting still has a pretty vibrant future despite all the headlines that 'oh my God, podcasting is dead.' It's not, folks. The audience is out there, the monetization is out there, there are some really good podcasts out there too. And on the business and monetization side, we talked a lot about how new advertisers continue to come to the space. New technology like attribution and brand safety are allowing them to jump in. That obviously will continue to put pressure on this growing supply as users grow rapidly. So I think a bright 2024 and even brighter 2025. Part of the discussion was also about how radio can drive growth in the podcast space. How we always talk about these two as sort of a dichotomy of competing against each other when in reality they can be helping each other.
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Interviewer1:04
What can radio be doing more effectively now to help expedite that growth of podcast?
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John Crowley1:07
If you have a massive, or not even a massive, 50,000 watt radio station or whatever, use it to promote your podcast. Use your podcast to promote your radio station. They can sync up and work together. And then think of all the different assets you have at your radio station, whether it's social media, the website. You can wrap all that into a massive promotion vehicle for your podcast. Yeah, podcasting is a community-based media. Talent engagement, audience engagement is really the predecessor to a successful podcast or not. So to John's point, promote, promote, promote. It's weird if you don't talk about it. And not just over the air, but also across your social channels. Get listeners' feedback, get people talking. Make sure it feels like a community. That's the best way to drive it, which is not unlike a radio show.
