Today’s sermon from the Church of Sanity ™ will probably be a wake-up call for some and will probably upset others, but I feel it needs to be said.
Podcasters are irrelevant. Void of worth. Lacking of importance. A deficit of meaning. Zero value.
Yes, this includes myself.
Why would I take up this radical opinion at a time when podcasting is booming? Why, indeed.
Resistance Is Futile - The Corporations Have Assimilated
Go look at the top one hundred podcasts in iTunes. Go look at the “featured podcasts” page in iTunes. Count the number of shows “sponsored” by large corporations and large non-profits like NPR versus the number of completely independent productions. Come back and tell me with a straight face that the corporations, which were practically ignoring this medium a year ago, haven’t now “embraced” it to the point of completely taking over. The independent voice has nearly been completely squelched by the PR machines and those who seek their pots of gold.
Dash, Cash, Crash - Bigger Is Not Always Better
For every podcaster out there with a great idea for their show, there will always be someone who will be doing it with a bigger budget and better publicity. If one podcast has podsafe music, the next will have “exclusive” podsafe music. For every show out there playing by the “podsafe rules”, there are many more skirting those rules as it suits them in order to grow or keep their audience. For every jingle heard to start a show, you’ll find half a dozen professionally polished musical works-for-hire.
For every video show done with a bedsheet backdrop and a cheap digital camera, there are shows with video equipment budgets that would make charity directors cry. For every great show on a headset mic, there are shows with an audio setup rivaling the cost of a small used car. For every show done with love from the basement with horrible acoustics, there will be another done in a professional studio with enough sound equipment to make my tweaking daughters sound like gods.
For every “amateur” show, there are three done for profit with sponsorships and advertising flowing from every crevice of the MP3 file they can be slimed into. When was the last time you listened to a podcast with sponsorship and the ads weren’t either the usual 30-second spots or painfully rehearsed scripts read by the host?
Go ahead and try to complete with these people — come back and let me know how you do. It’s just not reasonably possible to stand up to groups and companies with budgets and marketing departments that have been trained like Doberman Pinschers to sink their teeth into any medium such as podcasting with such low barriers of entry.
This Bird Has Flown
If you weren’t into podcasting before the iTunes 4.9 release, you missed the boat — period. The signal to noise ratio now means your chances of being heard in the space are slim, and your chances of succeeding to the point of profitability are practically non-existant. The average podcast these days has less than 100 listeners. Short of selling your soul to a guy holding a pitchfork with a bad sunburn, you don’t have much of a chance of getting noticed by the self-described “stars” of this space, who already have their audience and have absolutely no vested interest in helping you develop yours.
Networks Are Now Greater Than Their Parts
Search “podcast network” in Google and watch the results scroll on, and on, and on. The usual course of things is that being part of one network excludes you from all the other networks. It’s like high school all over again, only without being stuffed into a locker by the jock you refused to do homework for. Podcast promotions are increasingly no longer about shows, they’re about networks (and hand-picked shows within same) or the elite immediate circle.
We Attach Relevance Where None Should Exist
Podcasting awards. Podcasting conferences. Podcasting unconferences. Podcasting conventions. Podcasting newsletters. Podcasting websites. Podcasting directories. Podcasting networks. Podcasting feuds. Podcasting software. Podcasting podcasts.
How many people outside the immediate sphere of podcasting care about any of this? Go up to anyone on a corner and start talking about any of these things and you’re going to get looked at like you’re a crazy fool. Go put “won a podcasting award” on your resume and see if it opens any doors.
Instead of trying to promote the medium outside itself, podcasters are too interested for patting themselves on the back for their less-than-one-percent global media consumption rate. Sure, many podcasters have dropped radio and television as their media avenues of choice, but when only 13% of the population have ever even listened to even one show, the overall penetration rate is not anything to cheer about. The echo-chamber (or ego-chamber as Spin puts it) is alive and well in this space, and the majority of people in it still don’t get that it’s not the messenger or even the message that should matter, but the medium of it.
The Finality
I’m not saying podcasting is dead, only that it really needs to change direction quickly if it wants to survive. Podcasting has gone off on that path of old media because we think that’s where success (and the almighty dollar) lies. If we continue down this road we’ll be confined to our own little niche in the corner (ironically, by the forces we seek to emulate) and the so-called revolution will amount to no more than a few people firing blank shells from a toy gun.
Stop looking to other podcasters jealously for inspiration. Stop trying to make yourself look so much better, smarter, or richer than the next guy. If you’re going to produce media, produce it because you want to and because you love what you are doing, not because you think you’re going to be the next hot thing or because there is money to be made. Stop trying to be something you aren’t — stop chasing money that doesn’t exist — and stop caring about what the guy next door has done.
If we continue to make the podcasters more relevant than podcasting, we will all lose in the end.
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