Podcast expert Allyson Marino on what makes a great show, how to get started and more


Podcasts are the new app, which were the new blogs. Remember a few years ago when everyone was doing an application. Now everyone from Michelle Obama and Will Ferrell to Oprah and Robert Plant, yes the frontman of Led Zeppelin, has their own podcast.

According to Allyson Marino, founder of podcast company Lipstick & Vinyl, there are currently over a million podcasts. One of the reasons the numbers are so massive is that it is egalitarian media. Although the big names are getting into the podcast game, anyone can still start a podcast.

So should you? Well, if your goal is to start a podcast thinking you’ll make almost the $ 100 million Joe Rogan received from Spotify, no. It probably won’t happen. But, according to podcast expert Marino, if you’ve got a story to tell and the stamina to follow, then this might be for you.

What makes Marino, who started in podcasting in 2013 after working in radio, an expert? To begin with, she has seven years in the relatively new field, entering the pre-Serial, the show that introduced the term podcast to many, she says proudly, and is equally proud to point out that the more than two dozen shows that her Lipstick & Vinyl represent, helping with distribution and advertising, rank in the top five percent of public podcasting.

Focusing on female podcasts, Lipstick & Vinyl is working with two new shows – Amended, Humanities New York and The gardians, of DAME magazine – launch tomorrow (August 26) in honor of Women’s Equality Day.

For the passionate and motivated Marino, who takes podcasting as seriously as her love for Bush frontman Gavin Rossdale, after years of working in the testosterone-fueled media world, she wondered why half of the people did not have the opportunity to share their stories. . This is how she started Lipstick & Vinyl.

I spoke at length with Marino about the competitive world of podcasting, what makes a good podcast, what it takes to start a podcast, how to get noticed, why Rogan’s deal is good for the whole community in the world. podcast and why she dreams of Madonna’s podcasts. and Britney Spears.

Steve Baltin: How many shows you work on are Lipstick & Vinyl productions and how many shows do you work with?

Allyson Marino: The business model is really focused on the independent podcaster. We have one under our label called The only one in the room. But we all want to support the freelance podcaster. They are led by dynamic women and advocates for working mothers, journalists, actresses, YouTube personalities, documentary filmmakers, authors, New York Times bestselling authors – they’re all at every level in terms of where they’re experts and where they’ve built their audiences. They self-produce it and then we do the distribution, we do the ad sales, all the business stuff that goes with it and help them grow their audience.

Baltin: What was the impetus for Lipstick & Vinyl?

Marino: I worked in network radio for several years before podcasting and it’s no secret that the media is completely male dominated. It is fair and it has been for a long time. Whenever you read the history of modern communications, it is dominated by men. So when I started my podcast career, I worked for other major networks from their childhood to their ascent. And I really couldn’t help but notice the huge hole in women’s outlook. And after that experience, I thought, “I know how to do this. So I just started the network with two shows in 2018 and we’ve grown ever since. Anyone behind a microphone has the platform to tell a story and change our perspective on the world, can change our priorities. And so, without strengthening the voice of women, we are leaving out at least half of the population. So I think this perspective is really powerful. And those women who are in front of the microphone need strong business support behind the microphone to give them every chance to succeed and make money.

Baltin: What first attracted you to the podcasting format?

Marino: I wish I could tell you that since I was a young girl, I have always seen the possibility and the bright future of podcasting (laughs). It was really a business issue and the media was changing. So it was a challenge for me. And it was really a case of, “Okay, what’s another national media outlet that I know of that I can know a thing or two about?” And podcasts were that medium. They are very similar and they reach not only the country but the world. It was a big fight to make brands understand that. But it made sense to me. It was just kind of a next step at that point.

Baltin: Was there an early show that got you excited about podcasting media?

Marino: Yeah, Serial was revolutionary. When I first heard it I thought, “Wow, this is what a podcast can be. It’s an incredible storytelling. I was in my car when I was mainly listening to it and it took me to a whole different space. But after that, the one that really got me excited, it was pretty meta, it was a podcast called Start about someone starting a podcast business. It was so personal and so interesting, especially working in podcasts, I couldn’t get enough of it. It was very cool. All the places we were taken to during this show, like finding him a business partner. Fast forward, this company, Gimlet, was bought by Spotify for around $ 300 million.

Baltin: What makes a good podcast for you now?

Marino: A well-told story can be very interesting regardless of the subject. So it’s really about finding people who tell great stories. There are some really talented people out there who don’t have the backing of a huge traditional media company. And they still have something very important to say. I think the most important thing is that the person doing the podcast is really passionate about what they’re talking about and knows what they’re talking about. You can tell when someone is full of it. So I really like that you have to be legit and I’m always looking for podcasters who are really motivated because it’s such a heavy burden, as you know, to create and then you have to figure out how to tell people about it. So that’s a lot. So for the people I know who have done all of this work, we are just helping them with the rest, finding a larger audience, professionalizing them as a business, and monetizing them.

Baltin: So with the idea that there are over a million podcasts, what do you tell people who want to create one?

Marino: Lipstick & Vinyl is always interested in well-told stories. [But] for anyone considering starting a podcast, it’s way more than what I have a story to tell. There must be meat on the bones. If you’re thinking of starting a podcast, don’t (laughs). However, if you are planning on starting a podcast and you have the stamina and they are committed to seeing the story throughout the process, this is a good start. And these days when you pitch a story or idea to someone that you want to help make that show or help you do anything to promote the show, you have to do the job first. It’s no longer about having an idea and getting closer to a professional podcast network. We’re not going to take a look if you haven’t created a pilot episode, haven’t done your research, and been very smart about who your podcast is for. ” Why are you doing this ? Why does the world need this? And who are you talking to? It is very important to have a listener in mind so that you can test everything against that person.

Baltin: How many podcasts do you listen to per week?

Marino: I am a powerful listener. The average podcast listener listens to six or seven podcasts per week. I listen to more than that. I can talk a lot about podcasts.

Baltin: With over a million podcasts, how do you find the best?

Marino: It’s the magic of lipstick and vinyl. We are curators, we select the best expert female voices in a variety of topics and areas of life. There must be curators. You mention Joe Rogan. And now he has even more firepower behind him with the Spotify deal. It’s also huge on YouTube, so it’s not just people who are listening. These are the people watching. So it has a huge audience that probably doesn’t listen to other podcasts. And now if they need to go to Spotify to listen to their podcast, they’re going to be exposed to a lot more podcasts. So it’s really a good thing for everyone. Right now, podcasts as a whole reach 26% of the US population. So, in order for big brands like Coke and Toyota and the name of the huge Super Bowl announcer to truly engage in podcasting, there has to be a large following. Joe Rogan therefore helps everyone to create a larger audience for the media and helps us to become a true mass media. It’s a growing business. Our business is expected to reach $ 1 billion in advertising revenue next year. So I feel very lucky when people see double digit declines in their business, but it is attracting more and more talent and it is booming. So as the business grows Lipstick & Vinyl grows and being here since the beginning of professionalizing podcasting, it looks really solid.

Baltin: Who is the musical person you would like to do a new podcast with?

Marino: Madonna. It immediately occurred to me. Can you imagine the stories she has to tell? Britney Spears would create a huge following in podcasts because so many women are fascinated by Britney because they grew up with her. Everything Britney does fascinates millions of people.

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