Podcasts open the door to telling new stories and reaching new audiences — if you do them well. This session identifies the kinds of ideas that make for the best podcasts and establishes the minimum requirements for success. These slides, presented by Joanne Griffith at Fresno NewsTrain, are accompanied by a handout of the same title. Griffith is the chief content officer for APM Studios, the podcast-production division of American Public Media Studios. For more information on the News Leaders Association's NewsTrain, please see https://www.newsleaders.org/newstrain.

1. So, you’ve got an
idea for a podcast?
Joanne Griffith, Chief Content Officer
APM Studios

2. Why am I talking about podcasts?

4. You know a little about me…
Let’s hear about you!

5. Podcasts
● 48M podcast
episodes
● 80M weekly podcast
listeners in the U.S.
● 2M shows
● 57% of Americans
have listened to a pod
● 78% of Americans are
familiar with the term
“podcasting”
● 43% of pod listeners
are non-white,
compared to 40% of
the population
…by the numbers
… and all this means…

7. ● To reach a new audience
● To diversify the portfolio
● To develop in-house talent
● To expand your brand
● To build revenue

8. Exercise!
● Write down the words that best
describe why you like your
favorite podcast.
● What role does the show play
in your life?

9. Who is the show for?

10. You listened.
Then what did you do?

11. What makes a…

12. ● It entertains
Tip
A good idea
ticks more
than one
box
● It creates space
● It’s a good listen
● It connects
● It educates

13. For internal ideas, think about
what you already produce: is
there a spin-off of an existing
good idea you can use to
super serve the audience?
A thought…
Internal vs. External

15. ● Why is this a
story to be told?
● Why now?
● Why is the story
needed?
Tip
Ask “why”
throughout the
ideation process

16. ● Why will this
show speak to a
strategic goal?
● Why do I want
to do this?
● Why me?
Tip
Ask “why”
throughout the
ideation process

17. Exercise!
● Take 5 mins to write your
TikTok pitch: tell us about your
podcast in 60 secs or less
● Then, in pairs, go through the
“why” questions (5 mins each)

18. Exercise! Part Two
● The Mirror: In pairs
reflect your partner’s
idea back to them
● Is your idea clear
enough for someone
else to talk about it?

19. ● Comedy
● News
● True Crime
● Sports
● Health and
Wellness
What’s hot locally?
A thought…
What’s hot?

20. Remember: It’s good to share

21. Questions from a commissioner
● What problem does the show solve for the
listener?
● How will they find it?
● How does this show compare with others?
● What fresh angle does this show provide?
● Is it sustainable?
● What will the show cost?

22. Do your homework!

23. Jason Phipps,
Chalk & Blade
“Know your intended
listener as well as you
know your idea.”

24. Fiona Ng,
LAist Studios

25. Erica Kraus,
APM Studios
“One cannot really
protect an idea or IP -
so if you have
exclusive insight … it’s
VERY important to
lock that in before
going out to pitch.”

26. How can I make sure my idea doesn’t get tossed out?
● Be clear on your audience
● Know your competition
● Understand the “whys” of
your story
● Don’t pitch late on a Friday!

28. What’s your budget?
Step 1
Write down all the things
you’ll need to make the
show
Step 2
Estimate how long
production will take
Step 3
Aside from the company
coffers, how else can I fund
the show?
Step 4
Think about subscription
and bonus content to
monetize your idea

29. Exercise!
● Take 3 mins to write down all
the possible expenditures for
your podcast
● What creative ways can you
suggest to fund it?

30. Recap!

31. Get answers:
Think and talk
about the “whys”
of the podcast.

32. Audience:
Figure out who the
show is for, how
they will listen, and
why.

33. Homework:
Know your show
and competition.
Be ready with your
elevator pitch!

34. Preguntas?

35. Thank you!

36. So, you’ve got an
idea for a podcast?
For NewsTrain slides and handouts, go to:
bit.ly/fresnonewstrain