Steve Lickteig has the monumental task of ensuring that CNN’s podcasting content is as compelling and trustworthy as its news broadcasts. Gina Garrubbo leverages the value of NPR being one of the most trusted brands in the world to entice sponsors. These two highly respected executives spoke with me spontaneously during the recent Podcast Movement conferences held in Washington, DC, on all things podcasting for a well-rounded Episode 25 of Insider Interviews.

The Multifaceted Role of a Podcast Executive

When asked about his daily responsibilities, Steve Lickteig explained how an Executive Producer has to be multifaceted: “It’ll be a mix of editorial, listening to shows and giving notes, conceiving of new shows or new ideas within shows… plus meeting with the sales and marketing sides of the organization.” Given the need for synergy between the editorial and business aspects of podcasting, “You have to know everything — from making the show to understanding the download numbers and marketing attached to it.” For example, he emphasized that because listeners are “making a very conscious decision to listen to that show” that intentionality translates to high engagement and trust, which are invaluable for both content creators and advertisers.

The payoff has been clear, as he shared his pride over the growth of such shows as “Chasing Life with Dr. Sanjay Gupta” and especially creating a franchise off the popularity of “5 Things.” Those, along with shows like Anderson Cooper’s “All There Is” (and, as I got to mention in reference to my brother – who worked on the show for 15 years!, “The Situation Room”), offer brands lifestyle content that feel “safe” if they are headline-averse.

Balancing Content and Advertisements

The good news is that CNN attracts a bevy of advertisers. The challenge Steve and I – and later Gina and I – discussed is the industry having to ensure podcasts keep a governor on their ad load.

CNN’s approach with their podcasts is to try to keep it low to maintain a listener-friendly experience without turning podcasts into commercial radio.

Elevating Public Media with Gina Garrubbo

Gina Garrubbo, CEO of National Public Media, illuminated how NPR handles sponsorships in a way that’s respectful to both the content and the audience. “Rather than a commercial interruption, you’ll hear that NPR’s programming is made possible by client X who brings you Y,” she explained. This approach aligns with NPR’s mission to provide fact-based journalism – importantly, without a paywall — creating what Gina calls a “halo effect.” That serves their highly curious and engaged audience well – those “who want to understand the world around them,” she said.

That kind of environment is attractive to creators, and she was thrilled to share the news of Ira Glass and “This American Life” joining the stable recently, to the SRO attendees’ equal pleasure with his keynote with fellow NPR podcaster, Rachel Martin, at Podcast Movement!

Ira Glass Keynotes Podcast Movement with NPR’s Rachel Martin

“Eighty percent of our audience says that they consider NPR personally important to them,” Gina shared, That enthusiastic audience also infers significant trust and appreciation on NPR’s sponsors, pointing out the impact verified through various brand lift studies.

Brand Safety and Trust

Talking about brand safety, Gina pointed out that NPR does not shy away from covering hard news but maintains a respectful and non-combative tone. “We don’t pit guests against each other, and there’s a lack of sensationalism,” she explained. This makes NPR a safer environment for sponsors, even amid a turbulent political landscape. And, by the way, they don’t even take political advertising!

The Future of Podcast Discoverability

When asked about the challenges facing the podcast industry, Gina echoed Steve’s sentiments on discoverability. “Honestly, I am praying that AI will help solve this because, as you see it here at Podcast Movement, there’s going to be 20 new podcasts published this week alone. How does the listener find them?” she pondered. Like Steve, she sees a future where technology plays a crucial role in bridging these gaps.

Key Takeaways

Intentional Listening: The unique, intentional nature of podcast listening creates a highly engaged and trusting audience. “There’s nothing more intentional than listening to a podcast,” Steve said.
Balanced Ad Load: Be mindful to keep it listener-friendly with limited pre-rolls and mid-rolls.
Trust and High-Quality Journalism: Both companies have an unwavering commitment to fact-based journalism which results in greater trust and appreciation from their audience and a brand safe environment for sponsors.
Sponsor Integration: NPR’s approach to sponsorship ensures it blends seamlessly with content, creating a “halo effect” for brands that align with their mission. “Rather than a commercial interruption, you will hear that NPR’s programming is made possible by client X who brings you Y,” Gina explained.
Discoverability and AI: Both leaders see technology, particularly AI, as a potential solution to the industry’s discoverability challenges with hopes that AI will help consumers find the content they want more easily but WON’T replace the human voice as that content any time soon.