Fashion Wakes Up to Podcasts
Posted by Jack P. Yon on 14th March 2019
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According to numbers from Edison, sixty-seven million Americans concentrate to podcasts month-to-month and forty percentage of Americans have listened to a podcast in some unspecified time in the future, with monthly listeners developing extra than 20 percentage 12 months-over-year. From an advertising and marketing angle, podcasts constitute a conversational and low-fee layout to teach and entertain an audience. As the area of interest markets turn out to be increasingly more important to advertisers, podcasts additionally represent a chief possibility for local advertising and marketing. Yet, even as the medium has been embraced through the era, media and amusement industries — and is a market projected to be $250 million this yr in the US alone, up from $167 million final yr — it remains largely untapped by style.

The apparent reason for the enterprise’s reticence is that fashion is a visible medium, more suited to Instagram than iTunes.

“When you read a fashion week evaluate or a bit on style records, you get a miles smaller readership in comparison to eye-candy market [stories],” explains Leandra Medine, founding the father of Man Repeller. “It can be a bit hard to channel the magic [of fashion] right into a podcast.”

Medine’s podcast, “Monocycle,” is greater focused on the way of life in place of fashion, and a second Man Repeller podcast, “The Call,” is hosted by using former political strategist Erica Williams Simon and centers on interviews with inspirational women. For Medine, producing Monocycle supplied an opportunity to focus on new voices, like Simon’s, as Man Repeller’s team and target market emerge as more diverse. The podcasts also have become a new way to create innovative branded content material — The Call is sponsored through Juice Beauty; Monocycle by way of StockX — and both podcasts begin with promotional segments in a non-public tone of voice. “Monetization can be challenging [because] you want to scale,” Medine says of her podcasts. “We’ve been seeing it as brand-building.”

 

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The dearth of blockbuster fashion podcasts, however, has furnished an opportunity for early adopters. “Fashion: No Filter,” a podcast hosted with the aid of influencer Camille Charrière and journalist Monica Ainley and produced by means of English comic Stephen Fry’s production organization, has had over 2.6 million downloads since it released in advance this year. It makes a specialty of interviews with excessive-profile designers and personalities about topics starting from the upward thrust of street fashion pictures to the latest fashion designer shake-u.S. Fashion homes. Besides having little competition, Charrière argues that the podcast has actually benefited from being audio-only, serving as an antidote to picture-saturated fashion media.

“Both [Monica and I] are eager to paintings on something that takes away the visual thing of favor,” she says. “Blogs are polluted with imagery and it could be hard to get someone’s interest.” After self-financing 3 episodes, the pair approached relationship-app Bumble and struck up a sponsorship. “In the same way as Instagram, [podcasts] permit for product placement or classified ads [because] you’re able to sell that point to someone,” provides Charrière. “Given how stable our numbers are, we are able to easily do a piece greater product placement.”

Securing a sponsor is essential for podcasters hoping to make an income, says Charles Beckwith, host of “American Fashion Podcast,” which has over 1.Five million downloads of its in-intensity interviews with style enterprise insiders. According to him, a podcast with over 2 million downloads can earn something from $25 to $one hundred for every 1,000 listeners. The issue is that iTunes, the important platform for the medium, does now not offer podcasters with listeners’ demographics, making advertisers hesitant to spend price range on an unidentified market.

Next month, an unfastened platform will release with the intention of allowing podcasters to monetize they attain in a number of ways. “The Mouth Player,” developed with the aid of MouthMedia Network (which produces American Fashion Podcast amongst another area of interest podcasts) will characteristic a built-in Shopify platform that permits podcasters to promote paid-for content and products and display photographs along audio. Perhaps most importantly, user registration facts will allow podcast manufacturers to perceive the demographic of their listeners and provide capacity advertisers with that information.

For legacy media businesses, podcasts can be a cost-effective manner to amplify on print and digital content. Yet, consistent with data from LibSync, a podcast hosting service, traditional media stores most effective produce 7.Five percentage of the maximum famous podcasts on iTunes, led with the aid of expert podcast agencies like Gimlet with 14 percent; public media with 22 percentage; and dwarfed by way of independent podcasters, who produce 56.5 percent of the pinnacle two hundred podcasts on iTunes.

Though US Vogue might not disclose target audience numbers, it has launched a new podcast every month because of September 2015. Hosted by André Leon Talley, the month-to-month “Vogue Podcast” unpacks the print difficulty with Anna Wintour and other guests on air. Responding to listeners comments and call for for more episodes, the title is about to rev up its podcast manufacturing subsequent yr. “We are actually considering its evolution and one issue is launching a new layout, and having a separate collection,” says Negar Mohammadi, Vogue’s director of logo advertising.

“With a podcast, we may be extra well timed and conscious of cutting-edge activities,” adds Mohammadi. “We have a recording studio in our building and might easily file episodes, releasing them the same day.” In that experience, the podcast has the ability to come to be a more responsive and value-powerful opportunity to video. Part of Vogue’s podcast revamps, in an effort to upload to the present 12 print-targeted podcasts, includes diversifying hosts from the pool of Vogue editors and the topics they discuss. Livestreamed interviews with questions submitted through social media remarks can also be integrated. Recent episodes have blanketed interviews with astrologist Susan Miller, recordings of a Facebook Live interview with Adriana Lima and interviews by means of beauty director Celia Ellenberg, for instance.

Though Vogue is targeting growing its podcast target market, it has but to partner with a sponsor. “It’s more of an article entity,” says Mohammadi, who provides that it appeals to readers who enjoy the name thru social media, computing device, and print. “We’ve received a number of the hobby from advertisers, however, the podcast is a product anchored in an editorial.”

Originally posted 2017-11-14 07:52:53.