How Del Fordham views the future of audio

Del Fordham, News Corp’s head of audio, is charged with developing audio sensibilities within a company not traditionally focused on the medium. Here, the Podcasting Power Player speaks to Vivienne Kelly about the future of audio and the ongoing measurement challenge.

VK: Describe your job in one word:

DF: Quick

VK: If you could make a podcast about anything, what would it be?

DF: There is a gap in the market for a true crime podcast.

VK: What is the biggest mistake you see in podcasting?

DF: Busy cover art.

VK: What’s your prediction for where the industry will be in five years?

DF: Something similar to on-demand visual content, with content creators holding onto their premium original content for their own platforms and subscribers.

VK: What advice would you give to somebody looking to work in podcasting?

DF: Always keep in mind the journey and steps the listener has taken before pressing play on your content.

VK: What is the best part of your role?

DF: On any given day I can go from creating content that talks to the NRL, AFL, cricket, breaking news, fertility, finance, history, investigations, dating, mindfulness and murder.

VK: What is the biggest challenge you face in your role?

DF: Developing audio sensibilities and habits in a corporation not traditionally focused on audio.

VK: What about the wider industry, what challenges is it facing?

DF: There isn’t yet a faultless and clean measurement system for listens and downloads.

VK: What’s something about you that might surprise people?

DF: My first published podcast was when I was working on triple j with The Chaser and we found some audio of a guy asking his dog to stop barking, it was funny, so I published it to iTunes, circa 2004.

VK: If you weren’t in podcasting, what do you think you’d be doing?

DF: Anything that involves making things.

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