As a media journalist with an ear to the ground in the audio world, I spoke with some of the industry’s heavyweights at the recent Podcast Movement conference in Washington, D.C. to capture insights on where podcasting lands with user and brand experiences and progress made in creating compelling content, reaching audiences, and satisfying sponsors.
Crafting Authentic Audio Experiences
When it comes to producing podcasts that capture and keep listeners’ attention, Steve Lickteig, formerly at NPR now Head of Audio for CNN, and Jason Hoch, CEO and Chief Creative Officer for Wavland, shared valuable insights. Hoch emerged from a provincial childhood to the world stage, heading creative at HowStuffWorks to creating Boomtown for Imperative, which is coming to Paramount+ as Landman in November, to making some of today’s most popular podcasts, like Noble. 
He emphasized the importance of genuine storytelling: “We’re always looking for authenticity in our hosts. We want people who can tell stories in a way that feels natural and unforced.”
Hoch also stressed the unique advantages of podcasting as a medium: “Podcasts allow for a level of depth and intimacy that’s hard to achieve in other formats. We encourage our creators to lean into that, to really explore topics in ways that might not be possible on traditional radio or video.”
Lickteig highlighted the diverse range of content they produce and the need for trusted voices: “CNN is a massive organization with bureaus all over the world. It’s the place people turn to when news breaks. …but we have lots of different shows, from newsier podcasts to shows like Anderson Cooper’s dealing with grief.” Lickteig emphasized the importance of host investment in the content, with Cooper as the example of a personality who as “thrown himself into it, who gives every ounce of himself to the interviews. …It’s the secret sauce to almost every show. Your host has to be invested. If they don’t understand that part of the equation, it’s not going to be a success.”
To maximize the success via user – or listener – experience, Hoch said that authenticity extends beyond just the content to good sound design: “We’re constantly thinking about how our content sounds, not just what it says. Everything from the pacing to the sound design contributes to the overall experience.” This attention to detail helps create an immersive audio environment that keeps listeners engaged and coming back for more.
Getting those listeners can still be a challenge, but ironically, Lickteig feels the very challenge of consuming podcasts actually signals strong intention – a plus for sponsors. “There’s nothing more intentional than listening to a podcast: it literally takes you many steps. First pull out your phone. Find the app. Click on it. Go to the show… So, you are making a very conscious decision to listen to that show. …So that’s the first thing I always tell our bizdev folks: put the emphasis on how people are listening because they want to, so by default, they’re listening to your ads.
And, to another audio executive, that good content married to intentionality keeps sponsors coming back.
Navigating the Discoverability Challenge
For NPR’s sponsorship arm, the battle is won by getting that content and messaging in the right ears. Gina Garrubbo, President/CEO of NPM, shared her perspective on audience engagement: “It’s not just about numbers. We need to understand who our listeners are, what they care about, and how our content fits into their lives.” This deep understanding, she argues, is key to both content creation and effective monetization.
Garrubbo also highlighted the unique value proposition of podcast advertising, particularly for established brands like NPR: “Our listeners are highly engaged. They’re not just passively consuming content; they’re actively choosing to spend time with our shows. That level of engagement is incredibly valuable to sponsors.” The brand halo effect of being associated with trusted names like NPR can significantly boost the impact of podcast advertising, creating a win-win situation for both content creators and sponsors.
Balancing Art and Commerce
A harmonious relationship between content, listeners, and sponsors is key to long-term success. Lickteig shared CNN’s approach to advertising: “We work hard to ensure that ads feel like a natural part of the listening experience, not an interruption.” This philosophy aligns with the authenticity that listeners crave and sponsors appreciate. (As evidence, a standing room only audience recently filled Summer Stage in New York’s Central Park to celebrate with member station WNYC on its 100th birthday, cheering taking beloved NPR bold faces names like Ira Glass and Brian Lehrer. Engaging with fans “IRL” has become a staple of podcast and audio growth and further enhances the user experience.)
Garrubbo pointed out the need for smoother processes on the business side, however: “We’re always looking for ways to make it easier for sponsors to work with us. The easier we make it for them, the more resources they can put into creating great, relevant ads.” This focus on streamlining the advertising process can lead to more effective partnerships and ultimately better content for listeners.
Innovating for the Future
The industry is clearly in a phase of rapid evolution, with creators, platforms, and advertisers all working to fine-tune their approaches, including one inventor with an innovative new tool.
Mathew Passy’s Podcast Beacon is a handy device that leverages near-field communication (NFC) technology to make sharing podcast content as simple as a tap, addressing a long-identified pain point in the industry. As he explained, “Our goal is to make it easier for listeners to find the content they’ll love, and for creators to reach their ideal audience.”
As the medium continues to grow, we can expect to see more innovative solutions that help connect creators with their ideal audiences and streamline the listening experience. In the meantime, these leaders are advancing podcast success through multifaceted approaches: Passy’s Podcast Beacon tackles discoverability challenges, while Garrubbo’s data-driven approach enhances audience engagement. Coupled with the emphasis on authentic storytelling from Lickteig and Hoch, the industry is poised to overcome its hurdles.
This commitment to innovation benefits users through easier content discovery and immersive audio experiences, while offering brands seamless content integration, improved targeting, and the opportunity to leverage the trust and engagement inherent in premium podcast partnerships.
