30 Under 30: Meet your Podcasting winners

Staff Writer

The future of podcasting is here, and it’s time to meet who’s leading the charge.

NOVA Entertainment’s Elise Cooper and Jenna D’Apice, alongside Jordon Lott from Acast took out the Podcasting category in Radio Today’s 30 Under 30 competition.

Here, each winner spells out exactly what they think the greatest challenge facing the industry is, and why they believe, despite the uphill battle, radio will continue to thrive.

The trio highlight everything from ego, to lack of collaboration, to diversity of voices and lack of awareness.

Radio Today’s 30 Under 30 Awards were made possible by support from ARN, Nine, SCA, NOVA, ACE Radio and Sony Music.

You can also read about winners in the On Air, Marketing, Campaigns and Music categories. The remaining categories will be released next week.

Elise Cooper, NOVA Entertainment

What are the biggest challenges facing the industry?

“Ego. So many people think that their ideas are shit hot, to the point of refusing to collaborate and refine and perfect. The biggest flops in the industry, in my experience, have come when people refuse to take on advice because they think they know better, and aren’t in a collaborative space. Because of my age I’ve been dismissed over and over again by older talent because I’m ‘too young’ to know what I’m talking about. And those projects just don’t reach their potential.

“It’s such a young industry podcasting, and with the right approach and excitement it can be such an amazing medium for audiences. The listener should always come first – because if no one hears you, then what’s the point?”

Jenna D’Apice, NOVA Entertainment

What are the biggest challenges facing the industry?

“I believe a lack of diversity, in both voices and storytelling, is the biggest challenge facing the industry today. Audiences have a greater demand for broadcast media to truly reflect the society in which it operates. One radio station cannot be everything to everyone, but there is so much scope within the major radio networks to diversify and allow more opportunities for listeners to hear themselves and their stories on the airwaves.

“New diverse ranges of talent have the opportunities to use social media and podcasts to build their own audiences and following. The radio industry needs to use this as a shortcut to finding new talent and be on the forefront of including these voices. Otherwise audiences will continue to consume them, but just further away from radio.

“Commercially, the inability of the industry to match digital platforms in the measurement of listening is another huge challenge. There is absolutely no question regarding the power of radio for brands and how it remains an imperative part of the advertising mix, as print and television continue to decline. But the challenge lies in being able to tangibly prove this to advertisers, without infringing on the privacy of the listener, as the demand for data and ROI continues to grow.

“One of the greatest strengths of radio lies within its ability to connect with listeners live and daily, injecting the listener right into a broadcast through one fader. Everyday that the radio industry continues to let talkback radio age and grow with a declining audience, is a day radio loses that power. Social media has attempted to do this, but it has only resulted in echo chambers and trolling. Younger audiences need the opportunity to talk and discuss the issues that are important to them.

“I think many people would say podcasting is the biggest challenge facing the industry, but I truly believe it is the greatest opportunity. The rise in podcast listening is leading to an audio renaissance, and there is no industry better at creating audio than radio.”

Jordan Lott, Acast

What are the biggest challenges facing the industry?

“This question has so many different answers depending on who you are within the industry. For independent podcasters, publishers pose the biggest challenge as their budgets, production, and access to PR and marketing tools gives them a leg up in the race to be number one. However publishers might look at indie podcasters and see the level of audience engagement and loyalty they have built within their community and that’s a threat to their reach and scale-based approach to podcasting.

“Overall, I think the biggest challenge is addressable audience size. Less than half of Australians currently listen to podcasts regularly. This number grows every year and it’s exciting to see, but today we still find people asking ‘How do I listen to a podcast?’

“We need to continue educating the general public to accelerate the growth of podcasting as an industry if we want to see our current success continue. I want to see podcasting as mainstream as radio, television and print because it’s an incredibly versatile medium built on a foundation of trust and passion.”

Stay tuned for the next two weeks as Radio Today uncovers more of the award-winning answers from our 30 Under 30 class of 2020

You can listen to the special edition Radio Today Tonight podcast about the 30 Under 30 winners below.

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