The Admiral’s Log
Notes on podcasting from the Seaplane team.
What Does Success Look Like Beyond Downloads?
Downloads are the easiest number to report and one of the least useful data points available. A download only means a file moved onto a device, which, great. But we all know that downloads happen automatically before anyone has made a real choice to listen. Measuring success by downloads alone tells you almost nothing about whether the show actually did what you made it to do.
Who Is This Show Actually For?
A podcast built to serve two different audiences equally, in every episode, usually ends up serving neither one well. Pick a single, real audience to build for, and let everyone else benefit as a side effect of the show being good.
Podcast Production for Orchestras & Performing Arts Organizations
When creating a podcast for the performing arts, you usually start with one of three goals: lower the barrier to entry for new audiences, deepen the relationship with subscribers and donors who already show up, or support a specific milestone like a new season, a world tour, or anniversary. You can build toward all three eventually, but pick one to start. A show trying to do everything ends up doing nothing for anybody in particular.