That’s your world, not mine, but that feels to me like the opportunity for brands is to think of it as a partnership. The premise of the book, which I agree with, is a pen and paper … When I think about brands who are using podcasts well, it’s the ones that use them to support their brand positioning and storytelling so I think those were good examples of both of those. The first was on Nixon and Watergate and the second was on Clinton and the Lewinsky incident and again, using that long form to really tell, to bring sort of chapters to that story that made me want to come back. Those are people who need help in running their lives. Deborah Clark: Yep. I love the In the Dark franchise. Thank you very much.” Anyway. Podcasts Pictures Inside the Guardian ... in 2012 that the notion behind the world’s longest-running cable TV event “was definitely scribbled down on the back of a cocktail napkin”. I think that’s exciting, I think it’s challenging for us because it also means suddenly there’s talent competition in a way that there hasn’t been. Amazon’s been very supportive in that and has helped give us a lot of promotion and we’re the number one business skill, but we’re also in the top 100 of all skills and that’s pretty compelling to break through in that space I think is big. I’m assuming. I’ll start there if I’m looking for, oh, they did this as well. Deborah Clark: Gosh, I just think there’s tons and tons of potential there. Deborah Clark: Oh, gosh. It’s no longer about turn on your radio and there’s the program that’s scheduled to be on at that time. There’s actually some stuff inside of our company outside of Marketplace that I think is super strong. Candy Peterson: So maybe some tips CMOs might find helpful when planning for ad buys on podcasts. I don’t remember the name of the podcast, but it’s about work life. Anyway, I sort of skipped into a bigger topic there, but that’s a lot of what the Marketplace transformation is about as well as what’s happening across the industry. - Aug 27, 2019 It’ll be fun to watch and see what brands and marketers do with this emerging media territory. It … The real stand out for me, you mentioned Casper, I think Casper mattresses, the In Your Dreams podcast that help people interpret your dreams was just a really beautiful marriage between using podcasts in a way to help tell a deeper brand story, but do it in a very entertaining way. What does sponsored content look like? Look at all this good stuff,” because the audience has gone there. I think about that a lot. But after a few drinks, the right cocktail napkin in the hands of the right person can lead to something glorious. - Aug 27, 2019 It’s a whole new world out there. Candy Peterson: It looks like you’ve really been able to create a modern media brand by pulling a suite of independent radio shows about business and economy into one with the primary channel being podcasts. ‎Show Back of Napkin: CMO hot topics discussed in less time than lunch., Ep Back of Napkin: Is your brand invisible? Flag this item for. Deborah Clark: Yeah. But I feel a relationship for the brands that are with those long guys. I think about those slightly differently than as we move more into podcasts that are just for the podcast space. It’s true. Whether we go to an agency like a Midroll and use them to sell the kinds of podcasts that we have, but the ability to be nimble and adjust I think is key. Let’s get started with a few stats from a study done by Edison Research. But I do think the value of long form is that it allows you to build an arc into a story and it allows you to pull people in and bring them along on a journey that feels really different. Download as an MP3 by right clicking here and choosing “save as.”; RSS feed for Marketing Your Business; Big Ideas Can You Map Out Your Entire Business Model on the Back of a Napkin? I guess the next question coming out of that is, with this longer format as it relates to brands, what do you think it offers that other formats don’t or can’t? Candy Peterson: You can listen to it after this. I think there’s another piece of that one you didn’t say, which is that, this is also quoting Edison actually. Candy Peterson: Okay, last question for you, Deborah. Candy Peterson: I’m your host, Candace Peterson, global managing director of brand marketing at FleishmanHillard. Deborah Clark: It’s interesting to see, they’re in a little bit of turmoil now. It’s subjective. Steve Jobs announces Apple is taking podcasting mainstream and declares it will be the next generation of radio. EMBED (for wordpress.com hosted blogs and archive.org item tags) Want more? I just haven’t gotten to it. What does that look like? That’s it for now. To me, that means that there’s potential for those. It’s definitely really interesting and I just wanted to thank you so much for joining me today. One minute he’s talking about Russia and Trump and the investigation and the next minute he’s talking about Casper mattresses or whatever his thing is. We’ll chat with Deborah Clark, senior vice president and general manager of Marketplace – creators of some of the most listened-to audio programming in the country – to get answers. The Gimlet folks, but I’m kind of all over the map. I was listening to it on my way in. Candy Peterson: Absolutely. This is what we’re consuming.” That’s really an interesting shift and that’s extremely recent. Candy Peterson: You mentioned Adam Grant and Ben Shapiro. Deborah Clark: Anyhow, that’s sort of a random riff, but I’d say there’s no one brand that I go to now to look to. Now just a matter of hopping in your car and listening to whatever happens to be on the radio, it’s that we are choosing to listen to this in those moments where we want to the most. No_Favorite. Code Story is a podcast featuring tech leaders, reflecting the roads they travelled and the products they created. Do you have any standout podcasts that you really just say, man, they’re doing it right or they’re doing it really different in a way that just is driving you to want to listen to them more? Deborah Clark: Let me go back to actually some of the stats that you shared at the top from Edison.

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