Pod-Alization: Quality Not Quantity; Land Of The Giants On Tesla; Podcast Hosts Rule

 Vox Podcast Network focuses on quality

 This month, the Vox Media Podcast Network made its debut on the list of top 10 podcast publishers by Podtrac, the leading industry ranker, with 33M monthly global downloads and a unique monthly audience of over 5.9M listeners.

The Hollywood Reporter (THR) covered the ranking news as well as the Vox Media's commitment to "a measured approach to growth for the media brand’s podcasting business."

Hosts including Kara Swisher and Preet Bharara along with Vox Media audio executives Ray Chao and Nishat Kurwa shared with THR the network's perspective on "maintaining its reputation for quality" while growing in topical diversity.

I mention this good news story about Vox because Vox is one of the few podcast networks growing in number of podcasts and scope of audience without sacrificing quality and pandering to its listeners.

Right now, there is still an arms race to have bragging rights to the podcast network with the most shows. Consequently, you have networks that produce some of the worst and best podcasts.

Perhaps, some of these large podcast networks should focus more on quality than quantity. After all, how many more true-crime, celebrity gabfest, and vacuous interview shows are truly needed in the audio marketplace?

Land Of The Giants Podcast Season Eight will be About Tesla

Land Of The Giants is one of my favorite podcasts. In its seven seasons, it's done top-level investigative shows on the companies we call collectively Big Tech. Amazon, Apple, Facebook, Google, and Netflix have been under the podcast's microscope. The show has even looked at dating apps and food delivery apps.

In season eight, Land of the Giants is turning its attention to Tesla. Recently, the EV carmaker made news with its aggressive price costs. In March, CEO Elon Musk announced an ambitious "Master Plan 3" with calls for a total switch to EVs and $10 trillion in spending to create a "sustainable energy future."

The event, at Tesla's Austin, Texas, factory, began with a keynote presentation from Musk. The CEO outlined his plan for the future of energy and throughout the event, Tesla executives touted cost reduction plans. Tesla also confirmed it is building a Mexico manufacturing plant in Monterrey.

The EV company also announced a "Tesla Electric" program for customers in Texas this summer. Tesla will offer a retail $30 per month electricity plan for Tesla vehicle owners to have unlimited overnight home charging.

Tesla also reiterated its long awaited Cybertruck is coming in 2023. However, Tesla did not unveil a next generation vehicle, saying that would come at a "later date."

CFO Zachary Kirkhorn added that Tesla is working on "Robo Taxi" variants of its next generation platform.

With Elon Musk now well onto his way to self-immolation by turning a billion-dollar company like Twitter into a digital playground for hacks, haters, and hypocrites, the upcoming season of Land Of The Giants should be spicy indeed.

 Listeners have close connection to podcast hosts

Earlier this month, Vox Media published new research in partnership with MAGNA Global about the growing influence of Vox Media podcasts and the connections listeners have to their favorite podcasters.

The study underscores the impact of podcasts on consumers: when asked which media figures’ influence matters most, 75% of listeners say podcast hosts, compared to 15% who say social media influencers and 10% who say TV & movie celebrities.

Why would podcast hosts score so high? I'm sure the big brains at Sounds Profitable and PodNews have a detailed and insightful explanation of why listeners trust podcast hosts above other media figures.

My explanation is much shorter and not nearly as brilliant. Podcast listening is a more intimate experience than other media. It's akin to reading a book or listening to a book, which has exploded in popularity in the last decade due, in part, to that same attribute of intimacy.

In such a private setting -- sonic vibrations in your ears -- podcast hosts occupy a unique spot in your consciousness. Listeners don't share that the experience of listening to a podcast host with others.

Instead, podcast listeners develop a one-to-one connection with the podcast host, despite the digital divide between them.

In effect, podcast hosts seem to be talking to you, the listener, and only you.

Now, I refer you to the brilliant and insightful podcast gurus, who will surely have more erudite and sagacious commentary on this salutary data point.