John Crowley on radio promotion
From 2024 BSM Summit Backstage: John Wordock & J.D. Crowley · · BARRETT MEDIA
“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're they can sync up and work together.”
On , John Crowley, Executive Vice President, Chief Digital Officer and President of Podcast & Streaming at AUDACY INC, spoke about radio promotion during 2024 BSM Summit Backstage: John Wordock & J.D. Crowley on BARRETT MEDIA.
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.