Radio Journalism and Podcasting

What is Radio Journalism? How did Podcasts become such a huge phenomenon? How do podcasters make money? Everything you need to know, answered below!

When you think about it, anything that you hear can be more dynamic than what you can see. In the context of new media, sound has its own personality while many do not enjoy video without any kind of music, dialogue or background score backing it up. No wonder media like radio, audiobooks, music platforms, etc. have prevailed in modern patterns of media consumption. Actually, they’ve not just prevailed, they are also evolving depending on the audiences’ attention spans, market and content. Podcasting has become huge in the last few years. There’s a myriad of different podcasts that inform, educate, entertain and engage. In this article, let’s find out what podcasting is and how radio journalism still thrives. 

What is Radio Journalism?

Radio may be a blind medium but we turn to it every day still. We sit in the car and the first thing that we do after putting our seatbelts on, is turn on the radio. We hear it in taxis, on buses, and you might even find the radio running in your corner shops. It’s everywhere. It gets to the remotest of locations. That may be because radio transmission is so easy (easier than internet access at least). 

Now, what is radio journalism? To simply define it, radio journalism is the act of putting out news and information on the radio. However, it’s not just limited to hard news. It’s simply bringing traditional journalism into the audio scene. Just like other platforms, radio can be used to broadcast investigative pieces, marketing, feature stories, entertainment and more. 

The Future of Radio Journalism 

Radio itself has evolved from a big bulky block with antennas to an application on our mobile devices. Similarly, radio journalism has also evolved and continues to do so. The tech aspects that it may incorporate in the near future are listed below. 

• Podcasting is the future of radio journalism. And the future is now. 
• Radio journalism may integrate AI and make content more personalised for users. 
• Instead of FM, the integration of digital terrestrial broadcasting models (currently used for television transmission) may improve the range and environmental performance of radio transmission.
• Currently, listeners have to call radio stations to be on air. With radio leaning towards the digital realm, interaction may become more instantaneous. 
• More sponsorships and brand integrations may help it reach a wider set of audience. 
• Again, with more digital tech advancements, it may even incorporate some visual elements. 

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The Rise of Podcasting

You might already know that the term ‘Podcast’ comes from combining ‘iPod’ and ‘Broadcast’. And it really does capture the essence of the phenomenon. Podcasting became more mainstream when smartphones, tablets, etc. became more affordable and accessible. It’s just another form of entertainment and media consumption on the go. 

The COVID-19 pandemic was another boost to podcasting. Entertainers from across the board turned to podcasting when they were forced away from their usual mediums. YouTubers, celebrities and subject matter experts are some common groups that you’ll witness podcasting. Celebrities and others inviting celebrities to their podcasts drew even more attention from audiences. Since celebrities and their looks sell, podcasts are also big on video platforms like YouTube.

There are so many podcasts today that anything you think of can be a topic of some podcast out there. The diversity of subjects and topics also makes the audience more diverse and quite large. Celebrity tea, true crime, fashion, tech, sports, a slice of life, movies and TV series, news, paranormal activities, fitness and sports are some of the most popular topics that podcasters cover from around the world. 

If you have something to talk about and have at least a smartphone (professionals use microphones, soundproofing, etc.), you can start your own podcast. All you have to do is record and upload. A lot of platforms host podcasts absolutely free of cost while others charge. Some popular podcast platforms are listed below. 

• Spotify for Podcasters
• Amazon Music 
• Audioboom 
• Patreon
• SoundCloud
• Podbean 
• Buzzsprout
• Transistor
• Audible 
• Apple Podcasts
• Simplecast
• YouTube 

Monetizing Podcasts

Podcasters make money in the following ways - 

• Sponsorships - Brands and businesses pay podcasters to mention and promote their products and services during a podcast. They offer podcasters a flat fee. It implies that even if the audience does not engage with the brand itself, the podcasters still get paid. 
• Merchandise - Once a podcast gains a desired followership, podcasters launch their merchandise. The merchandise can be anything from t-shirts, pants, hats, hoodies, stickers, stationery, collectibles, etc. And then their fans buy it. 

• Affiliate Marketing and Brand Integration - Unlike sponsorships, affiliate marketing doesn’t pay a fixed amount. The payments are based on the reach, traffic and engagement a podcast generates for the brand. Brand integration is just another marketing strategy. It is simply promoting goods, services and even values of the brand. It is done more seamlessly if the subject of the podcast and the products and brand values align. 
• Collabs - Podcasters often collaborate with other podcasters, celebrities, influencers, etc. This helps increase their audience which in turn makes them more money. 
• Premium Content - This one’s quite common. Podcasters often put out exclusive content that audiences can only access after they subscribe to them. 
• Donations - You must have heard streamers utilising this one. Podcasters simply ask their listeners to donate minimal amounts so that they can keep the show running. 

How Relevant is Audio Media Today?

It is quite apparent how audio media like radio journalism and podcasting are extremely relevant. Some grounds on which it maintains its relevance are listed here - 

• Accessibility - More than half the world is underdeveloped. We already know that radio is in the air. Clearly, it’s easy transmission. Radio stations cover larger areas compared to other digital means. It’s also cheaper, making it more accessible. 
• Personal Engagement - Listening to content instead of viewing it can be compared to reading a book. It can be a personal, more immersive and an emotional experience. Just like reading books, you also get to visualise in your head while listening to an audiobook, music, radio or podcast. 
• Multitasking - Since audio media does not involve any visual engagement, it allows you to multitask. People often prefer listening to music, audiobooks or podcasts while doing the dishes, gardening, doing work stuff, driving, etc. Sometimes, it even helps them focus better. 
• Popularity - In recent years audio media has only grown more popular than ever. We already know how the pandemic has aided it. This increased consumption is evidence of its relevance. 

Radio journalism and podcasting make up a huge part of the diverse and extensive media today. They’re going to continue to shape the behaviour of audiences while simultaneously adjusting to it. How do you think will radio journalism and podcasting evolve? Comment down below. 

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