Corralling Conan to CNN: Building the WarnerMedia Podcast Network

By WarnerMedia InSites Archives
Cover image for  article: Corralling Conan to CNN: Building the WarnerMedia Podcast Network

When his five-year-old son asked about what he does at work, Tyler Moody's answer was simple: "I help people make radio shows you listen to on your phone ... and help our company put commercials in those shows."  However, as the Vice President of WarnerMedia Podcast Network, Tyler's job is anything but simple.  Kindergarten-level explanation aside, in this not-so-simplistic podcast episode of Insider InSites "Alli on Audio" columnist Alli Romano joined me to ask Moody about the intricacies of his work and his thumbprint on the evolution of a podcast network that spans Conan O'Brien to CNN.  We talked about the unique challenges of building an audio division within a video-driven company, along with the great cross-promotion opportunities that offers.

Below is an edited topline of takeaways.  You can listen to the full podcast here --or subscribe anywhere you get your podcasts (Spotify, iHeartRadio, GooglePodcasts, Apple, Stitcher, TuneIn) -- for the full insights of Episode 33.

After running the radio circuit (like me as a "radio brat," Moody moved from market to next largest market), Moody ultimately moved to CNN at WarnerMedia (then Turner).  It was there, looking at their myriad shows just out there on demand, it dawned on him that the sum of the podcast parts could be a big deal.  Now his days are caught up in an abundance of ideas and brand activations across platforms, all while navigating the recent rebrand from Turner to WarnerMedia and corralling show creators to create one cohesive picture.

Listen to WarnerMedia's Moody to:

  • Hear about navigating radio vs podcasting.  ("I love the experience of listening.  I love the connection that listeners have with hosts and shows and the imagination theater of the mind.")
  • Learn which tools he utilizes to bring WarnerMedia's podcasts front and center.  ("[It's] a challenge that everybody faces.  "We are starting to leverage even more of the tools at our disposal.")
  • Get thoughts on the keys to successfully monetizing and cross-promoting via podcasting.
  • Hear Moody's take on the podcast industry's need for listening-based metrics.  (Hint: he says the current data might be good enough.)
  • Understand how he educates marketers on podcast advertising.  ("Agencies and brands have people that work there that are avid podcast listeners and they'll be telling their bosses, we've gotta be running ads in podcasts.")
  • Identify the underserved audiences in podcasting and learn what WarnerMedia is doing to reach them.

Note:  Hat tip to MediaVillage's Hayley Virgil for contributing to these show notes!

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