One of ESPN’s most-tenured efforts targets fantasy football partisans and, as one would imagine, it does extremely well seasonally. We take what’s best about ‘30 For 30’ and find stories in the marketplace that fit the podcast space and produce ‘storytelling’-type podcasts in and around. Early last year, we launched a podcast the revered ‘30 For 30’ brand. The third ‘bucket’ of our content strategy is focused on storytelling. We’ve done that with several, including a newcomer to ESPN, Katie Nolan. Another ‘bucket’ approach is how we leverage the personalities we have and build podcast content around them.
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“We look at how to produce content in and around Major League Baseball, the NFL, and NBA niche sports. “We have broken our content into three ‘buckets’ for the podcast space,” Ricks points out. Sports is naturally the focal point of ESPN podcasts.
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Those are the pieces that have developed over the last few years, as we try to figure out which resources are needed to facilitate an efficient work process.”
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Probably the biggest challenges have been keeping up with the monetization of the content having systems that are able to correctly forecast inventory and deliver what an advertiser bought. Those stations publish podcasts on the local level, as well. “In addition, we own radio stations in New York Los Angeles and Chicago. “We publish many original podcasts and we have repurposed radio and television shows,” Ricks reveals. In the last few years, we have become more focused on representing podcasts as another in the broad array of media types that ESPN takes to market in sales.”Īt the present time, the self-dubbed “worldwide leader” is publishing in the neighborhood of 60 podcasts, including all those under its network umbrella. “We are in the marketplace, trying to monetize inventory within the podcasts. “Our sales team is aligned with our podcast business,” he states. Most of the only handful of podcasts ESPN originally published were actually at the behest of its talent, and Ricks details that podcasting’s recent progression is owing to resources that have been instituted. NPR, for example, has been in the space for as long as we have and various smaller publishers have been as long as ESPN – if not longer.” “We were one of the first ones in – but certainly not the first one. “That’s when we really began getting organized, putting a strategy in-place to make decisions about the content that we produce,” he acknowledges. Hardly a rookie in the arena, ESPN has been in the podcast industry for more than a dozen years, but vice president of digital audio and radio marketing Tom Ricks admits the company noticeably stepped up its game approximately three years ago. Nowadays, proliferation of the podcast appears to be riding a substantial wave of popularity, although the fairly elementary form of communication has actually been with us for well over a decade.Īs is the case with a business or private website, a podcast’s practicality will ultimately rest upon its ability to generate revenue – or at the very minimum – underscore one’s brand.
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LOS ANGELES - Relatively speaking, it wasn’t all that long ago when seemingly every on-air talent simply had to have his or her own personal website.