We
have spoken often about the lack of transparency in the world of podcast
analytics.
As recently as last Monday, we discussed the differences
between the various top podcast charts.
Now
NPR, the nation’s top producer and publisher of podcasts, is entering the
podcast measurement battle with RAD: Remote Audio Data [link]. RAD is a new
initiative led by NPR with the help of several other podcast publishers. The
goal is to give podcasters a better understanding of how many listeners they
truly have and how long people are listening.
RAD
is a welcome addition to an industry that has been held back by the lack of
reliable usage stats. Advertisers need the kind of dependable podcast metrics
that they have for online digital media and traditional media such as radio and
television.
NPR
began developing RAD in 2017. Earlier this year, NPR held an event for software
developers, audio engineers, and advertising companies to fine-tune the RAD
system before announcing deployment.
Companies that intend to use RAD when it
debuts in 2019 include Acast, AdsWizz, ART19, Awesound, Blubrry Podcasting,
Panoply, Omny Studio, Podtrac, PRX, RadioPublic, Triton Digital, WideOrbit.
RAD’s
methodology is based on shared listening metrics obtained from an inaudible
code that is embedded within audio files. The RAD system is described in almost
mind-numbing detail on the RAD site [link].
 |
| Joel Sucherman |
In
a press release, Joel Sucherman, Vice President, New Platform Partnerships at
NPR, described NPR’s leadership role in developing the technology:
“Over the course of the
past year, we have been refining these concepts and the technology in
collaboration with some of the smartest people in podcasting from around the
world."
"We needed to take painstaking care to prove our commitment to the
privacy of listeners, while providing a standard that the industry could rally
around in our collective efforts to continue to evolve the podcasting space.”
RADIO JOURNALIST TOM
TAYLOR IS RETIRING
We
have frequently mentioned Tom Taylor in our blog. In our opinion, Taylor is the
Dean of Radio Reporting. He has published the Tom Taylor NOW newsletter in one form or another since 1987. NOW has become the most respected news
source about radio broadcasting because of Taylor’s fact-based reporting,
concise stories and love for the radio industry.
Taylor
announced on Tuesday (12/11) that the final issue of the Tom Taylor NOW newsletter will be Friday, December 21. An online archive NOW newsletters is available online [link].
Taylor
has been very helpful to Spark News
over the past three years. He has encouraged our work and shared his knowledge,
contacts and story tips many times. Whenever Taylor featured one of our
stories, we could count on 200 to 500 extra page views.
Taylor
said in his Radio Goodbye sign off
message:
 |
| Tom Taylor |
“Yes, it’s time for me to
retire. In my head, I may still think I’m a kid, but my odometer is about to
roll over to a large round number (70).”
“I’ll miss this daily
conversation with you, and I apologize for breaking the news to you this way.
After programming and jocking for 16 years, I began writing about the industry
in 1987. In three decades of covering the business, I’ve tried to be fair, to
get the story right, and to be at least a bit entertaining.”
“Thanks for letting me be
part of your life, every day. It’s been a privilege.”
Well
done, Tom. Thank you for your valuable and heartfelt work.
HOW IS SPARK NEWS DOING?
 |
| Ken Mills, Editor & Publisher, Spark News |
Perhaps
you’ve noticed that when someone you respect is leaving the room it brings out
the wanderlust in other people. Taylor’s retirement has had the effect on us.
We
began this blog as an industry service in September 2014. Now, 1.050 daily
posts later, we are pleased to say we have 300 to 500 page views each day. Though
these numbers are substantial, they are far below the traffic required for
advertising sales.
We
know that many of our readers are decision makers in noncommercial media,
particularly in the public radio system. We are looking at scenarios to become
self-sustaining in 2019 without compromising our editorial vision and
independent voice.
As
2018 nears its close, we want to thank our readers for their loyalty, advice
and occasional criticism. We do this blog for you.
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