Expert and aspiring podcasters should embrace authenticity and precision as they navigate the fast-evolving industry, a New York ABC executive explained during MediaFest 25.
“Authenticity is gold in podcasting,” Liz Allese, the vice president of audio, said. “Listeners are picky and they want to know you, trust you and believe what they hear is real.”
Drawing from two decades in media, Alesse shared her journey from television journalism to leading ABC’s growing podcast division. She recalled how her team learned to prioritize a new medium after the success of “The Dropout,” a breakout hit that proved the power of long-form storytelling through audio.
The podcast industry has changed dramatically in recent years, Allese said, particularly with the rise of video podcasts and YouTube’s role in audience discovery.
“From a publisher’s standpoint, discoverability is one of the biggest challenges in podcasting,” Allese said. “If you’re planning a podcast, think about including a video either at launch or later down the line.”
The success of podcasting requires standing out, Allese said. “It’s very hard to break through today. The space is crowded and the challenge becomes: how are you going to make your podcast different?” she asked.
Before launching a show, Allese urged attendees to ask three questions: “Why this story? Why are you? And why does it matter?”
“If someone else could tell it just as well, it’s probably not your story to tell,” she said.
Writing for audio is different from writing for print or TV, Allese said. “It’s intimate and emotional since your audience only hears you once,” she said.
Allese outlined the podcast creation process from gathering interviews and transcribing to scripting, editing and sound design, noting that narrative podcasts often take a year or more to complete.
“Strong narrative podcasts rely on tape, not just narration,” she said. “They take the listener on a journey.”
Tagged under: Mediafest 25, SPJ