All posts by Todd Cochrane

About Todd Cochrane

Todd Cochrane is the Founder of Geek News Central and host of the Geek News Central Podcast. He is a Podcast Hall of Fame Inductee and was one of the very first podcasters in 2004. He wrote the first book on podcasting, and did many of the early Podcast Advertising deals in the podcasting space. He does two other podcasts in addition to Geek News Central. The New Media Show and Podcast Legends.

Exploring the Convergence of Video and Audio in New Media #586



This episode of the New Media Show, hosted by Todd Cochrane and Rob Greenlee, delves into various aspects of new media, particularly the integration and impact of video with traditional podcasting audio media.

The conversation opens with Todd Cochrane welcoming listeners to the show and introducing his co-host, Rob Greenlee. They further discussed their involvement in recent media industry events, with Rob Greenlee recounting his experience at the Las Vegas National Association of Broadcasters (NAB) event. He mentions various aspects, like the Creators Lab and facilitating discussions about editing trends and AI integration in media production.

Todd Cochrane shifts the discussion towards technology advancements presented at NAB, prompting Rob to illustrate the shift towards genuine content production in video media, as content creator Mr. Beast suggested. They comment on changes in production styles and audience engagement strategies.

Later, Todd expresses his skepticism regarding podcasters transitioning to video, emphasizing the challenge of achieving success in this medium compared to audio podcasting. However, Rob suggests that the current trend demands a video-first strategy and that not embracing it might be risking growth opportunities. Nonetheless, they agree on the importance of being strategic about including video.

The hosts then touch upon the business aspects of content creation, with Todd sharing a conversation with a podcast producer concerned about the high costs of producing a branded podcast. This leads to a broader discussion about the economics of podcasting, brand deals, and platforms imposing restrictive conditions on content, and eventually transitions to talk about the importance of open RSS feeds and protecting free speech in podcasting.

Rob later introduces a new topic detailing the growth of platforms offering premium memberships for content creators, using ‘UScreen’ as an example. Todd is critical of the service’s pricing model and the cost implications for creators who monetize their content.

Wrapping up, Todd and Rob delve into the controversial topic of brand safety and suitability in the media and the potential negative implications such measures could entail for content creators. They debate issues like self-censorship, freedom of expression, and the impact of algorithmic content moderation. They briefly explore the differences between the agency and platform levels of content control and foreshadow an in-depth future discussion on this subject matter with industry experts on brand safety.

The show concludes after a two-hour conversation, encompassing many themes around the new media landscape, video and audio content convergence, the future of content monetization, and the enduring significance of protecting free and open platforms for podcast creators and consumers.

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New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036


Reality Check: Podcast Content Creators vs YouTube #585



In this episode of the New Media Show, hosts Todd Cochrane and Rob Greenlee dive deep into the challenges and realities faced by podcast content creators, particularly regarding YouTube’s algorithms and discoverability. The conversation spans from the practicalities of podcast production to the philosophical aspects of content creation and distribution.

Todd begins the show with a warm welcome, and after some playful banter, the discussion shifts to the necessity for good podcast equipment, especially boom arms, as Rob’s recently broke. Todd vouches for the quality of Heil boom arms, recounting his favorable experience and offering Rob a spare if needed.

They transition to talk about internet infrastructure, including router replacements and internet speed upgrades. Todd recounts his experience with a cable provider and how he negotiated a better deal for faster internet.

Rob shares his observations on the friction between Podnews and Sounds Profitable, mainly sparked by a tweet from Tom Webster about his keynote at Podcast Movement Evolutions not being covered by Podnews.

The hosts debate the role of YouTube in podcast content distribution. Todd is critical of YouTube, arguing that it mainly benefits a select few shows and fails to provide sufficient discoverability for most content creators. At the same time, Rob contends that success on YouTube is possible but requires considerable effort and is based on algorithmic promotion.

They discuss the importance of engaging artwork for episode promotion. Rob shares his success using customized thumbnail art on YouTube, emphasizing that even minor details can enhance discoverability and audience growth. Todd questions the practicality of such efforts, pointing out the time constraints most podcasters face.

Rob notes the importance of adapting content for multimedia consumption, considering how the audience increasingly watches videos on mobile devices. Todd maintains his stance, emphasizing that audio content remains his preference and doesn’t engage in video content to the same extent.

Rob touches on the opportunities of video podcasting outside of YouTube, suggesting alternatives like Kajabi or community platforms might gain significance. They conclude with a discussion on the future of video podcast publishing and the importance of open RSS feeds.

The episode ends with Rob mentioning his upcoming activities at the NAB Show as a panel moderator for the Creators Lab Conference and as a workshop presenter for StreamYard. Todd shares his contact information, encouraging listeners to get in touch via email or follow him on Mastodon.

The title of this episode, “Reality Check: Podcast Content Creators vs YouTube,” aptly reflects the central theme of the episode, where both hosts confront the challenges podcasters face with content creation, promotion, and platform dependence, specifically dissecting the dynamics between podcast content creators and the YouTube ecosystem.

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New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036


Google’s Missteps and the Impact on Podcasters #584



In this episode of the new media show, hosts Todd Cochrane and Rob Greenlee discuss a range of topics related to the podcasting industry, including their experiences at Podcast Movement Evolutions, the Google Podcast shutdown, YouTube’s presence at Podcast Movement, and other industry news

Todd discusses his observations at Podcast Movement, describing it as business-oriented and sharing his uncertainty about the value of having a booth at future events. They both agree that despite making some connections, they could have possibly done the same without a booth.

Rob then shifts the conversation to ask why the event was moved to Chicago, to which Todd doesn’t have a definitive answer but comments on the booth pricing for future events, mentioning that it’s an early-bird special.

They move onto the topic of YouTube’s presentation at Podcast Movement, with Todd expressing his disappointment. He criticizes YouTube for coming off as condescending and ignoring feedback from podcast creators. Despite their claims, Rob laments YouTube’s focus on video instead of genuinely embracing podcasting.

The conversation proceeds to Google Podcasts, with Todd articulating his displeasure at Google’s decision to shut it down in the US. Todd and Rob speculate about the reasoning behind Google’s choices and discuss the implications for podcasters and listeners, particularly the loss of a native Android podcasting app. Todd voices his concerns about how the shutdown signals Google’s preference for monetization through YouTube.

Todd mentions the decline of trustworthiness in Google and the changes in its strategy that undermine podcasters and the industry. Rob shares insight into Libsyn’s strategy regarding YouTube and the broader context of ad sales within the industry.

Moving on, they critique the presentation by YouTube at Podcast Movement, calling it a missed opportunity to engage relevantly with podcast creators. They also note that YouTube failed to address the core podcasting community effectively.

Todd continues the discussion, pointing out the general lack of traffic to booths on the final day of the podcast movement and reflecting on the potential waste of resources. Todd and Rob then discuss the broader challenges the podcasting industry faces, including the decline in new podcasts, layoffs, and the potential need to raise hosting prices due to inflation.

The episode wraps up with Rob and Todd hoping for industry apps to gain users following the demise of Google Podcasts, emphasizing their commitment to supporting podcasters with new features and revenue opportunities.

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New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036


Introducing Vid2Pod and RedCircle’s new Host Read Ad Offering #583



In this podcast episode, hosts Todd Cochrane and Rob Greenlee discuss the latest in podcasting news, innovations, and industry insights, featuring a discussion on Todd’s Vid2Pod service and an interview with Mike Kadin from RedCircle.

The episode begins with the hosts, Todd and Rob, discussing an AI-generated music track, which leads to a conversation about AI and copyright. Todd  Cochrane then talks about launching Vid2Pod and AI tools for podcasters.

Rob then asks Todd about his newly announced product, Vid2Pod, which Todd explains in great detail. Vid2Pod is a feature that converts video content from YouTube into a podcast format. Todd goes through the process and features of this service, including how it automates video-to podcast conversion, channel integration, terms of service implications, and licensing considerations.

Mike Kadin from RedCircle then joins the show to discuss their new product offering, OpenRap. Mike provides an overview of RedCircle’s emphasis on host-read advertising automation and explains how OpenRap extends its ad automation services to podcasts hosted on other platforms that are VAST compatible without RedCircle having to manage the hosting. They discuss dynamic ad insertion, VAST integration, and how RedCircle’s software aims to streamline the ad process for podcasters and advertisers.

Todd questions the practicality and monetization aspects from both a hosting platform’s and a podcaster’s perspectives. Mike emphasizes RedCircle’s commitment to serving the oft-underserved mid-tier podcast content creators by streamlining the ad management and insertion process.

The conversation shifts to the ongoing issues with podcast analytics and measurement, focusing on recent iOS changes impacting download numbers, podcasters’ need for clarity when picking measurement platforms, and the advertisers’ pursuit of additional tracking and attribution methods.

Rob mentions a post by Lisa LaPorte, CEO of Twit TV, about challenges in the podcast advertising market, emphasizing the demand by podcast agencies for more complicated ad tech. Mike shares his perspective on the need for more transparent and dynamic pricing in the podcast advertising market and its implications on host-read ads.

Finally, Rob concludes by asking Mike where listeners can find more information about RedCircle’s OpenRap, to which Mike suggests visiting RedCircle’s website.

The episode closes with the hosts discussing their availability for the next episode due to Todd’s travel plans and concluding remarks. Todd and Rob shared their contact information so listeners would want to reach out to them.

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New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036


The Evolving Landscape of Podcast Consumption #582



In this episode of the new media show, hosts Todd Cochrane and Rob Greenlee discuss a range of topics related to podcasting, leveraging their extensive experience in the industry.

They start by experimenting with streaming on a new platform, Rumble, and share their excitement about opening up new audiences. Todd teases an upcoming announcement about a new feature they’re beta testing without revealing too much detail. Rob cautiously probes for more information, and Todd hints that other companies may copy this feature once it’s revealed. The announcement is scheduled for release on Monday, and a live event will showcase it at Podcast Movement.

They touch on the live streaming schedule at Podcast Movement, with Todd discussing plans to stream from the booth. They discuss the challenge of ensuring good audio quality during live streams and consider potential issues with internet connectivity at the event.

Todd mentions working hard on Blueberry’s AI features, focusing on perfecting an automatic email promotion for podcast episodes. Rob talks about the potential positive impact of AI on the podcasting industry by saving time and money. Todd shares his experience using AI to create documentation efficiently and emphasizes the importance of quality assurance.

They then talk about industry news: Joe Rogan is having full episodes back on YouTube, layoffs at Rooster Teeth, Spotify unions are reaching tentative agreements, and Libsyn is finally adding transcript support. Todd gleefully digs into Libsyn for being behind the curve with their recent update, which enables users to upload transcripts to their episodes when competitors already provide this service.

Rob reads from a KSNR report that suggests podcasts are replacing traditional media, especially among certain age groups, and that future trends may include augmented reality and virtual reality. Both hosts reflect on the change in media consumption habits and predict a continuation of the trend toward interactive and immersive content.

In response to a listener’s comments, they address radio’s decline due to a lack of local programming and how podcasting offers a personalized alternative. They also speculate on the future integration of AR/VR in podcasts and the importance of building community around podcast content.

Before signing off, Todd shares the improvements he’s seen with transcriptions in podcast apps, like Apple’s accurate syncing despite pre-roll ads, which could be a sign of evolving podcast technology. They wrap up by teasing listeners with more details about the upcoming announcement and reminding them where they can find them and their work online. Todd and Rob emphasize the importance of innovation and staying ahead in podcasting technology before ending the show on a note of anticipation for their next big reveal.

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New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036


Exploring Rumble’s New RSS Feed Capability #581



In this podcast episode, co-hosts Todd Cochrane and Rob Greenlee discuss various topics relevant to the podcasting industry. The episode begins with Todd and Rob addressing a copyright issue they encountered with using a song. They proceed to discuss the potential of artificial intelligence in creating music and its role in other aspects like writing documentation and aiding developers.

The conversation moves on to the influence of AI on podcasting, including its ability to aid content creation and how podcasters should consider leveraging AI tools. Rob and Todd explore the idea that AI will not replace the need for programmers but will change their role in the development process.

Attention is then given to “seasons” in podcasting, triggered by the news of the “Serial” podcast returning for a fourth season after a decade. They contemplate whether this shows a lack of new ideas in the industry or is a strategic move to tap into established brand value.

The discussion continues with Rob mentioning StreamYard.com and the integration between podcasting and live video streams. They mention the crossover between audiences and the monetization of podcasts.

Todd and Rob then address a listener support ticket regarding Apple Podcasts’ transcript settings. After investigating during the podcast, Todd clarifies that contrary to some listeners’ experiences, displaying podcast transcripts rather than Apple’s automatic ones does not require a payment of $19.95.

Rob mentions a new Lavalier microphone launched by Shure, discussing how such technology could simplify the podcast production process and be enhanced with contemporary AI-based audio platforms.

The discussion transitions back to podcasting platforms and the challenges podcasters face, including sluggish audience growth on YouTube despite investments in equipment and editing by podcast creators.

The conversation turns to Rumble’s new feature that allows RSS feeds for live broadcasts. Todd shares initial research indicating that only live events on Rumble have an RSS feed and not regular video uploads. They consider the implications of Rumble RSS feeds for the podcast industry and explore the platform, noting its content diversity and growth opportunities for podcasters.

Before concluding, Todd shares fascinating statistics regarding the global growth rates of podcasting outside the top ten countries, emphasizing the substantial increases in listener numbers in smaller countries. They conclude their exchange by touching on Malcolm Gladwell receiving an award despite recent layoffs at his company, hinting at potential biases in awards selections within the podcast industry.

The episode ends with a brief look into the Edison Research study that examines listening habits across different geographical areas within the United States. The episode combines technical discussion, industry trends analysis, and the hosts’ insights on the evolving podcasting landscape.

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New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036


The Shift from Mainstream Media to Podcasting #580



This episode of “The New Media Show,” hosted by Todd Cochrane and Rob Greenlee, delves into the shifting media consumption landscape from mainstream sources to podcasting. The conversation begins with the hosts discussing the technical aspects of live-streaming platforms and the intricacies of timing content delivery across various platforms.

Todd Cochrane shares his recent experiences with artificial intelligence (AI), expressing how it has been heavily incorporated into testing and optimization for his podcasting efforts, particularly at Blubrry Podcasting. He mentions he has been dreaming about AI due to the intensity of his work.

Rob Greenlee talks about the challenges of traveling in coach, the annoyance of reclining airplane seats, and his aspirations to switch to business class flying. They transition into discussing the relevance of AI in the podcasting industry, noting that major companies are starting to embrace AI technology.

Todd discusses the strategic integration of AI within his company to streamline processes such as pre-production, post-production, and social media clipping, emphasizing the importance of staying within their competencies without overextending into areas like audio editing, better handled by specialized tools like Descript.

Rob and Todd contemplate the role of AI startups as larger companies begin to adopt AI technologies, questioning the sustainability of these startups in the evolving market. They explore how podcast hosting companies implement AI and debate the challenges and benefits of having in-platform recording and editing tools.

The conversation shifts to the partnership between Riverside and Spotify, with Todd giving insights into the competitive dynamics between podcast hosting services and recording platforms. They also touch on revenue trends, discussing an increase in the revenue per thousand downloads (RPM) reported by Spreaker and iHeart while also considering the broader implications of layoffs within the media industry and how they may affect content quality.

Todd and Rob discuss the changing media landscape, referencing Pew Research data showing a decline in traditional news media audiences. They share their personal media consumption habits and the polarization of news. The discussion turns to how fewer people follow the news closely and how this may affect societal awareness.

They talk about job opportunities and the importance of content creators potentially producing their content rather than relying on larger organizations. Todd shares stories of highly successful independent podcasters and the financial benefits they have experienced, highlighting the potential for content creators to thrive outside of traditional media companies.

The conversation wraps up with Rob sharing the launch of his new podcast, “Podcast Tips,” hosted on Blubrry with WordPress integration. Todd offers on-the-spot technical support as they navigate through the new podcast setup and conclude with Todd talking about the new chapter marking feature in Blubrry’s audio player, which AI generates.

Overall, the hosts discuss the effect of significant technology and industry changes on podcasting, from AI integration to job market fluctuations, focusing on how these factors shape the medium’s future. They close the episode by expressing excitement about returning to the usual podcasting setup the following week.
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New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036


Unpacking the Modern Podcast Landscape #579



In this episode, Todd and Rob explore various topics related to the current situation and the future of podcasting. The episode starts with the hosts acknowledging the different livestream times. It then quickly moves into a discussion sparked by Rob’s recent event in New Jersey, where the interest in starting new podcasts was a hot topic.

They discuss the motivations driving new podcasters and how the broader media landscape has changed. Yet, despite the evolution in production and distribution, they agree that the core principles of podcasting have remained the same. The conversation shifts to the challenge of growing a podcast audience in a crowded content space and the importance of building community through mission-driven content creation.

Todd highlights the need for podcasters to have clear goals, suggesting the goal should drive the format and content of the show. They discuss the advantage of having a pre-existing community to build from, but Todd also stresses that podcasting starts hard and there’s no shortcut to success. Rob and Todd emphasize the need to create great content for the audience and interact with them authentically.

The discussion transitions to the role of AI in podcasting, with Todd sharing insights on new tools that help with production and distribution. They address the trend where big media companies over-invest in production costs without a proportional return on investment, leading to canceled podcasts and restructuring.

During the live chat, hosts respond to live comments from the audience, affirming their earlier points on content creation being hard work and the role of AI in leveling the playing field.

Todd then demonstrates new features on their website players, such as chapter files and transcriptions added for better engagement and accessibility, though they encounter a glitch during the demonstration. They stress the importance of easily accessible engagement tools for podcast audiences and how new media apps promise better listener interaction compared to legacy podcast apps.

Rob discusses the Independent Podcast Awards, their significance, and an ongoing issue in categorizing what makes a podcast truly ‘independent.’

The hosts touch upon podcasts being available on third-party messaging apps in regions like Saudi Arabia and North Africa, acknowledging that while it’s an exciting development, such platforms might not be optimal for podcast consumption. They also briefly discuss the challenges of integrating podcasting into familiar platforms like WhatsApp and Telegram.

Throughout the show, Todd and Rob field comments from the live audience, reflecting on the live feedback’s energizing effect on their discussion – underscoring the very point the episode seeks to make about the deep connection between podcasters and their communities.

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New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036


Podcast Hall of Fame Insights #578



In this podcast episode, hosts Todd Cochrane and Rob Greenlee engage in a conversation revolving around several critical topics in the podcast industry.

Starting, Todd addresses his return to show’s return. They transition into discussing the significance of Spotify’s open RSS feeds and the potential challenges with the platform’s RSS feed structure. Rob observes that Spotify has made 2,258 episodes available, which might be problematic for platforms like Apple Podcasts that may not display that many. Todd notes possible slow load times for such a lengthy feed.

They then address technical aspects and speculate why Spotify chose its in-house podcasting solution for Joe Rogan’s podcast over using the enterprise platform Megaphone. Todd theorizes that Rogan’s video component is why Spotify for Podcasters was selected.

There’s a conversation about Spotify cutting features like in-app recording and editing, with Todd suggesting it may reduce the platform’s appeal. The hosts discuss brand safety models and how keyword-based algorithms can lead complex news stories, such as The New York Times reporting on the Middle East conflict, to face demonetization.

The podcast moves on to political advertising in podcasts, with Spotify looking for more inventory due to a predicted increase in political ad spending. Todd and Rob debate the appropriateness of different political ads appearing next to each other and touch upon the concept of a ‘parallel economy’ where brands align with similar ideological media.

They acknowledge the importance of local elections and encourage people to become informed about local candidates. A brief discussion ensues about how monetization in podcasting is affected by brand safety and the acceptability of ads, especially for shows like Adam Corolla’s, which have always maintained a direct and uncensored nature.

The conversation shifts to industry studies, including Edison Research’s findings that radio still accounts for more than three times the daily audio time compared to podcasts. Todd and Rob conclude this segment by reflecting on the increasing integration of podcasts into car audio systems and how this could continue to alter the media consumption landscape.

Rob mentions the Podcast Hall of Fame presentation at the Podfest event, detailing the induction process and the significance of preserving the history and culture of podcasting. They discuss the need for more funding and sponsorships to support these initiatives while acknowledging that Doctor Drew was a fitting, albeit expensive, MC for such an event.

Todd introduces the new website, podcasting2.org, which aims to make the podcast namespace features more accessible and understandable. They explore the site, examining the interlinked support across different podcasting apps and hosting providers.

Lastly, Todd and Rob share how the Podcast Index aims to preserve podcasting as an open platform before wrapping up the show with Valentine’s Day greetings and plans for next week’s episode.

Throughout the discussion, both hosts lend their expertise on each topic and provide insights into the broader podcasting ecosystem and its future direction.

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New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036


Future of Podcast Revenue: Beyond Advertising #577



In this episode, host Rob Greenlee is joined by guest Mark Asquith. The duo discusses various forward-looking aspects of podcasting, notably the future of revenue generation beyond traditional advertising.

The episode starts with Rob referencing co-host Todd Cochran’s absence and letting listeners know that Todd is out of the country and expected back for the next episode. Rob then introduces Mark Asquith, highlighting his role with Captivate and recent attempts to push the envelope in the podcasting industry.

Mark and Rob discuss the significance of the Joe Rogan/Spotify deal and what that implies for podcast exclusivity, content distribution, and alignment with content creators’ interests. They delve into Spotify’s strategy shift and ponder its implications for the industry. Mark suggests that Spotify’s reevaluation of exclusivity deals indicates a broader trend toward open podcasting. They examine Spotify’s role as a first-party platform and how it impacts advertisers and audience data compared to platforms like Apple Podcasts.

The conversation steers towards the evolving nature of the industry, and Rob brings up how podcasting was historically a substantial part of the video content landscape. They touch on the potential resurgence of video in podcasting, discussing the integration of video and different content forms and the potential generational shift in content creation and consumption habits.

Rob and Mark explore the impact of technological advancements on podcasting, such as the potential role of AI and blockchain in enhancing the creator-listener relationship. They consider how innovations like the value-for-value model, which involves Satoshis and Bitcoin, could change the way podcasters monetize their content, emphasizing the need to make technology accessible and understandable.

The episode concludes with Rob and Mark hypothesizing about the longevity and possible evolution of advertising as a revenue model in podcasting. Rob suggests that the injection of technology and new models like value for value could potentially phase out conventional advertising over time. Mark points to creators’ and consumers’ increasing demand for tangibility and benefits from podcast platforms.

The episode wraps up with Mark teasing Rob about new content he is working on and inviting him to participate. It is mentioned that more news will be coming around Podcast Movement Evolutions in March. Mark encourages listeners to stay tuned for further announcements and developments in his content offerings.

Listeners are directed to captivate.fm to follow Captivate and Mark’s work. They also discuss the convenience of their collaboration platforms and future plans for creating content that resonates with and benefits the podcasting community.

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New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036