On this episode, we talk about Chartable, Apple News, Lipsons News, YouTube is adding what? Netflix has a new show about a podcaster, someone that tried really hard to kill their show and succeeded, and more. Hello, I'm Rob Walch. The VP of Podcaster Relations at Lipson, I'm a 17-plus year employee, and a 19.5-year-plus customer of Lipson, and this is episode 278 of The Feed.
The official Lipson Podcast, the podcast that takes it beyond how to podcast into keeping you podcasting with podcasting tips and information for everyday podcasters and taking you inside Lipson. Now, if you would like to get featured on the show, send in your 30-60-second promo. How do you do it? Attach it to an email at sentatooththefeed.lipson.com. If you don't have a promo, but want your voice on the show, ask us a question and add that to the conversation that you hear on an episode.
Just send us voice feedback. You can call us at 412-573-1934, or you can use SpeakPipe at SpeakPipe.com slash the feed. Remember that it's first come first serve. So the sooner you get in your promo, the sooner you'll get in the queue. Now that said, I was going to say we're going to get into our conversation here with our cohost for this episode, who's Matthew Batsy, right after the first promo, but there's no first promo because you folks did not send in the promos.
Bad marketers are you that did not send in your promos. Beyond that, let's just get right into this. Hello, well folks, I think that you can hear that I'm not on the show today. I wanted everybody from the feed to get a little bit of an update on what's happening with me. I think some of you all know that I live in Western North Carolina, and we were just hit by a massive tropical storm called Helene.
I think that you have possibly seen some footage in the news where Asheville, that one of the biggest area that my family and I go to all the time, was completely decimated. I haven't even gotten the scope of the devastation because we are absolutely disconnected from the outside world.
At the time of this recording, I am at the Tri-On International Equestrian Center because we had to drive 25 miles away or so away from our home to find electricity and cellular service and connectivity and Wi-Fi, which is what I'm doing right now. I'm recording directly into our Slack channel so that John can use that audio to play for you guys. We currently don't have cell towers across about 25 counties in Western North Carolina. Many, many, many people do not have electricity.
In fact, the majority of Western North Carolina currently does not have electricity. By the time that you might hear the episode of the feed, I believe that a lot more folks will have electricity, including myself. I am set to get electricity back on October 4th, which is a Friday. It's so maybe by the time you hear this recording, I will be back online, if you will. But as of now, there is no connectivity. There is no way for anybody to connect to each other. By the way, our family is fine.
Our home is fine. Our county, at least the area that I live in, was touched very lightly. But we are isolated from the world because there is really just one bridge that takes us outside of where we are. We can't really go to other places. But outside of that, outside of not having electricity, which we have plenty of food, we thankfully have water at our house because there are many people that also don't have water. There is, the devastation is quite astounding.
I haven't really processed that part of it. And I wanted to share a little something as it pertains to something that I learned and the power of radio, actually. There is no way we can download podcasts. There is no way that obviously we can connect in terms of cellular. There is zero service in all these different places.
But what is there is a star link that connected to a local radio station and these radio stations work together to be able to transmit 24-7, what is happening in Asheville, what is happening in western North Carolina. It has been the hub of the people calling in. There is a actual telephone number. People call in and share information, share updates, ask for help. And the hosts of the radio station are the ones that are facilitating that communication.
And I cannot tell you guys how important radio is. I mean we talk about it on the feed a lot of radio versus podcasting, etc. But in a case like this where there is no communication, there is no other way to talk with one another when the cell towers are down, when there is no electricity, your radio, your battery powered radio, your solar powered radio is the thing that you are going to connect with and regular phone numbers.
So I cannot tell you how much love I have for local radio stations to be the hub of humanity in a way that I didn't know before. So that's all I have to say now. Hopefully I will be able to tell a little bit more stories maybe coming back from the perspective of connectivity, infrastructure, electronics, and actually what really works for getting information out. So thank you Rob for keeping down the fort and thank you John for helping things on and I will talk with you soon.
Good generic time of the day Matthew, how are you? Good generic time of the day to you Rob. Now on the last episode we mentioned Matthew had joined Lipson and said Matthew would be on a future episode. And then Hurricane Helene happened and now LCU was without power for quite some time. She is fine, her family is fine, her house is fine, but the area she lives in was hit really, really hard. She's outside of Asheville.
The parts that you hear in the news about all that bad stuff that's happening and that's the town that LCU goes into. That's the main town close to where she lives. So thoughts and prayers are with LCU and her family and her community especially, but she is okay. She is safe, family safe. She just not able to be here on this episode. She should be back for the next episode. Sending her all of our best wishes.
Yes. And you mentioned in the green room so to speak that this is a good segue into why podcasters should prep and maybe some bank some content that we can do that because we're more of our news. But if you're not a new show banking content is a good thing sometimes. I would certainly agree that banking content is a good thing.
The other thing when I worked in radio ahead an engineer who I don't think he was in the military, but he always seemed to implore the military phrase to his one and one is none, which is basically a nice way of saying you should always have a backup plan, whether that's a backup plan without a record or a backup plan with what kind of show to put out or anything like that. Like it's just always good to have something ready to go just in case the unimaginable happens.
And so maybe you don't have backup shows because you're a little bit more topical, but you know, it might be good to find a second way to backup or have something that you could record just to drop in the feed just so your listeners know I'm alive. The show's not canceled, right? I will be back. Yeah. Having that second backup recording and even just when you're recording backing. Oh, right. Yeah. Because we've had to use that lately.
We had a couple of issues in recent or if there's a John can tell you, regardless of the way we don't need it today, but we've got it running just in case. Yeah, if you have a secondary way to hit record on any recording, just do it. Just do it. All right. So let's get into the news and to start with, I would say the biggest item, at least my perspective is chartable news. But before we get into that, I want to, I had a few different emails.
I want to read this one because this one jumped out at me. Hi, Rob. I understand the chartable will be going away in December. I don't believe we have a chartable prefix. So there is no issue there. However, I use chartable quite a bit to check on reviews, see where we were ranked on charts and also to vet other podcasters interested in having NR1 as a guest. So I have two questions. One, can you recommend a similar site where I can find the same information?
Two, are there any other prefixes you suggest we add to our, our assess regards and our two? With for answering, here is the official news from chartable site. Quote, after careful consideration, we've made the decision to sunset chartable. The decision is part of our larger efforts to prioritize the products we believe are most impactful to creators and ensure that those products are scalable and sustainable for everyone.
For us, that means investing in giving you measurement tools and valuable first party insights all in one place so you can make more informed choices that help take your show even further. We remain committed to building great products that enable you to understand your audience, grow your reach and earn more for your work. We will no longer be onboarding any new customers to chartable as of today, and that was back in September.
Current customers can continue using chartable free of charge until December 12, 2024. That all means is on December 12, chartable will no longer work. There have been reports that it will break RSS feeds once it stops working. I don't know, 100% know that it's the case, but let's assume it is. As such, on the lips and sides, since we do support it as one of the approved prefixes that we allow, we will be in bulk removing the prefix from users accounts the week of December 2nd.
We want to do that to make sure that there are no negative impacts to our users from chartable once the prefix dies, which again right now looks to be December 12th. By waiting till December 2nd, we are giving users the ability to get all the data they need for all of November. So we're giving you that all of November. Again, you're going to get October November if you're using chartable, but you need a replacement for December is what we're saying there if you're using it.
That all said, if you have a chartable prefix, please remove it on your own ASAP. Don't wait for us or anyone else. Just remove it today, like now. While we're going to try to remove it from all shows, it does not mean we actually 100% get there. There could theoretically be some reason that one doesn't get removed, but in theory, these should all be removed and we'll do our best, obviously, but just in case, at Murphy's Law, it's better for people to remove it from their accounts now.
And that's regardless of where you host. Don't rely on your host to do this for you. Remove it yourself. Don't wait until December for us or anyone else. Move it yourself. Now better safe than sorry. In my bird Murphy's Law. Literally what we just talked about being prepared and having a backup plan. So we are your backup plan, but you should be removing it yourself as soon as you are ready. Yes. Absolutely. You know, maybe someone has like did some other code or an older try. I don't know.
Just again, because we don't know, just remove it yourself. We will do it and probably we'll succeed 100%. You don't want to be that one person that didn't have it removed. Okay. Now back to the email's question. One, what's a good replacement? Dan Meiser had a good article on this over at We Are Bumper. Like in the show notes episode 278, in that article, he points out chartable is not one thing. It's a grouping of things. And as such, there's no single drop in replacement.
You will likely need multiple services combined to replace chartable, depending on what you use it for. As Dan mentions, chartable has the following offerings and quote to super article smart links, which download attribution for clickable, tapable media, like social posts, email, newsletters, smart promos. That's download attribution for podcast to podcast marketing, like promo spots, guesting and feed drops.
Then there's download tracking, which is prefix based past through download measurement. There's chart measurement and review aggregation. That's the global podcast chart monitoring, demographics, inferences about age, gender, etc., consumption, displaying consumption details from Spotify and previously Apple podcasts in a single dashboard alongside downloads and other measures. That's kind of the key items that you got with chartable.
But since this listener was asking about charts, let's go there. Dan recommends the following for chart measurement replacements, pod status, pod kite, pod charts, and pod rover. Daniel J. Lewis also has an offering. He said he was getting it up to speed. I'm not going to mention it now. Daniel, if you're listening, this is your chance to in the next month or two promote your service, send us in a promo about your service and we'll play it on the show.
I threw that in there with the caveat that part of Daniel J. Lewis's affiliate program, and he's been making a major push into that right now. Also he has been incorporating one of our products into his affiliate program. But I know he has a bunch of those like real, the chart stuff, the review stuff, the listener feedback stuff. And I believe he's trying to ramp up to get more of that tracking smart link kind of stuff in there too. So pod engagement is Daniel's product.
And you also added another one here. Yeah, pod.cards. This is another one that I actually have the chance to interview these guys for my show podcasting tech a couple of months ago. Timothy voice was on there and they are actually trying to do the actual smart link thing right, trying to get you attribution and taps and whatnot. When you sign up for pod cards, you get one of these bio and link kind of features that shows all your platforms and episodes and whatnot.
But what they also gave you is a prefix that you put in your feed and then they're working on getting really good attribution for what happens when people click on it. And per the other question, are there any other prefixes we recommend? Well, in this case, as the person was not even using the chart above your effects, I recommend that they not add any others. I mean, per prefix is in general, I recommend you not add any more than you absolutely need.
Whatever you add, the higher the probability of a break in the chain, Apple also recommends you limit the number of prefixes as each one is an additional redirect and Apple does have a limit on the number of redirects for a media file. Any other thoughts on replacements overall? I mean, beyond what we just talked about. The only thing I would add to this is that for a lot of folks using chartable was a requirement of working with maybe a particular advertiser or some sort of advertising company.
So before you run ahead and go sign up for another prefix, just because you're an panic, I want to make sure you have something in there. Maybe check back with whoever is helping you with your ads, whether it's an agency or the company itself and see if they ever preferred one. I tend to agree with you if you don't need it. Don't jump in there and just throw one in there just because everybody's talking about chartable and losing their prefix now.
Yeah, I mean, we allow a lot of prefixes to be added. I think we're allowing seven, I do not recommend adding the seven that we allow. If you go when you're, if you're an ellipse and user, you can see the ones that we have approved and gone through the privacy statements and make sure they're not selling the personal information of your listeners out there to the world. So you can see all those that we do. Claretos is one.
Arts say, I, there's a bunch of others that we do support, but only add it if you absolutely need it, don't add something just for the sake of adding it. Reality is if you're adding it just because of metrics, you're not going to get any better metrics than you are getting with your ellipse and account. That's just a reality of a situation. Agreed. We'll have a link in the show notes to the article from Dan at We Are Bumper.
In the future, if we have a post of our own with recommendations, we'll mention that, which is likely to happen as we get closer to that December shutdown date, but the sooner you can remove the chartable link, the better, regardless of where you're hosting, don't risk it. It's true that it's going to die and it's going to break your feed, get it out as soon as possible, even it's not true. That could be supported. There's no reason to have it in there.
One question that I suppose we're probably going to get and I might have seen something about this recently was, once I remove that prefix, what happens to my previous links and embed codes that had that prefix in there for the longest amount of time? Now, my assumption, and you can fact check me on this, is that all of your embeds from Lipson or whatever hosting company you use, they'll be fine right there automatically going out there and remove the prefix, be good to go.
But if you would actually copy and pasted a link with that media file, that.mp3, put it in a blog post and it has that prefix, that one might be broken. That one might break. That might 404. Yep. And there's nothing that any hosting company can do about that. If part of the URL that you put out there one time, which again is now no longer, it's not like the RSS feed, which gets everything gets updated.
If you have that direct link out there and it's got the chartable in it, and I don't know come December 13th, if that works or if it just 404 is because in the redirects, it hits a spot that doesn't get forwarded on. Could Spotify have done something to prevent this to keep them from breaking any simple code? I'd like to believe by some folks with more technical knowledge than me that it was possible, but they're speculating as well, I think.
Yeah, I would speculate as well, any answer there, but I would think you could, but don't know 100%. But we will be talking about this more on future episodes after you will. Yeah. Speaking about talking, let's talk about you in your background. Since you're new to the show and you're new to Lipson and some listeners may not know you. Give us the Matthew Passy Elevator pitch. We'll do. Well, I like how you say you're a 17 plus year employee of Lipson.
I believe I'm now a 17 plus day employee of Lipson around this time. But yeah, my track in the podcasting space started back in 2007, eightish right around when the iPhone came out and that first iteration of the Apple podcast store dropped. I was working for a talk radio station here in New Jersey and I said, oh, these are interesting. Maybe we could do something.
I turned to my boss and I said, we should launch a podcast and was basically told if it doesn't cost him any money and he doesn't have to do any more work, go for it. So I worked with our engineer there. He created the XML feed for me, which I had to update in Dreamweather, actually like writing out the RSS code for each new entry. And we would repackage our morning news and put that out as a daily podcast.
And that's how I got my intro into the space after doing that for a few years went to work at Dow Jones for the Wall Street Journal radio network, actually hired for half podcasting, half radio. The journal was actually pretty well ahead of the curve when it came to podcast. I went there in 2008. Actually, I was overlapped a little bit. So it was a little bit in 2007. And yeah, they had a bunch of shows already out there at the time.
I was there for eight years, helped launch a bunch of shows, hosted a bunch of shows, produced other ones. And just as I was getting ready for a new role there, really spearheading a new digital audio effort, Dow Jones decided to close their radio network, which made sense at the time. But what they also did was to shut down the whole audio network and laid off everybody including the podcast network. So at the end of 2014, I found myself out of a job.
And the timing on that was interesting because 2014 fall was right around the time that it's serial dropped and you had that like first real pop culture renaissance of podcasting where everybody was talking about cereal. People were making fun of the mail chimp heads. SNL was spoofing them. And so it seemed strange that they wanted to get out of podcasting at the moment when it was just starting to get big.
I think it was only a few months later that the daily from the New York Times launched and everybody was making a big deal. Oh, it's the first daily new show from a big major media publisher. And we're like, the journal I've been doing it for eight years. I was there every day putting out a show talking about the daily news from our paper. But there are some people that prior to the IOS 8 and serial, they just didn't know podcasting existed. They had think that like that was it day one. Right.
It was well, it was a huge cumbersome annoying procedure to take podcasts and put it on your mobile device back then. So unless you were listening on the computer, right, it wasn't a thing. But for the people who were subscribing to the journal podcast, one of our biggest shows was the tech news podcast. So if you're someone who wanted to hear about earnings calls from Apple and Yahoo and early days of Facebook and whatnot, it was a great source.
And we were, you know, we had the folks from all things D on all the time, well, Mossberg and Cara Swisher. So they really did have a good foothold into that space early on. But, you know, we just never had the support to take it to the next level. Anyway. So, in 2014, happens a amount of a job 2015, looking around for something full time to do.
And a few of the folks that I used to interview regularly for the journal that we would package and put out a podcast were like, you know, those podcasts were doing something for us. Could you help us? Could we do our own? I said, sure. All I need is a computer. Didn't need the studio or anything. So I started to produce podcasts for a few folks. So say it. You are a podcast producer. I am a podcast producer. It was setting up a joke for later. And it was a scary thing to say.
But truthfully, I was just like, yeah, you know, I'll just do this on the side right a little bit of extra money to come in while I'm looking for full time work. And lo and behold, the timing was good. And podcasts did start to creep up slowly and more so. And then it was about a year later. I was contacted by a gentleman who was looking to launch a podcast. He told me, you know, I might do this for like six or eight episodes, just kind of feeling it out.
I really, I don't care about an audience. I'm just looking to network with people. And after three episodes, he was hooked. He had already had a huge audience. He came in with an email newsletter, subscriber list of over 100,000 people. So people were flocking to his stuff right away. And his show blew up. And as a result of his show blowing up, he would have all of these guests and listeners turned to him and say, hey, I love your show. I want to do one. How do I do it? And he was so kind.
And he said, you talk to Matthew. And with those referrals and those recommendations, I was able to launch the podcast consultant.com ran that business for eight years. We were doing launches and production and publishing and audits and consulting and, you name it, we were trying to do it. And had a lot of fun. The pandemic rolled around. We, I really thought we were going out of business when the pandemic happened, assuming nobody had the money to spend on this luxury item. But I was wrong.
And people were doubling down. And more people were getting into it, replacing their events and all these different things. Video started to come into the picture and things were great. So the pandemic actually helped us grow. And then in 2022, I was approached by someone who wanted to launch their own podcast production company. They already had an agency of sorts doing text. They were getting a lot of calls for audio and video. And so they looked to acquire someone.
I was lucky enough to be the target of acquisition. I wound up selling the business in April of 2023. We closed. Okay. And so I got out of that business. I still support them, the podcast consultant. They're still thriving. And now, well, I took a few months off to breathe, which actually meant raise a puppy and lose all my free time anyway.
And then I came back this year with custom podcast solutions where small, what I'm calling think tank, where my buddy, Joe and I get to mess around and come up with interesting ideas to help podcasters. And then a few months ago, I saw someone infamous in the podcasting space. Many of you might know him, Dave Jackson was leaving Lipson. And I had already actually talked to Dave previously about his role and what he's been up to.
And it was just, you know, coincidence that he stepped down and I reached out. And now I get to work alongside one of the largest and, you know, legacy podcast hosting companies that are out there. And we are very, very happy to have you on board. Matthew, so welcome to the Lipson family and welcome to the feed family. Thank you. I will say a lot of companies like to say family and you're like, oh, not that kind of stuff. This has been very, very welcoming, very, very warm.
Even though it's a, you know, remote team, it really does feel like you joined a family right away. It's been lovely. Again, welcome aboard and folks, there's your intro on to Matthew and now we're going to segue into some Apple news. Yes. Yeah, another some little bit. So Apple announced, well, just read what they said and some of you may have gotten this email. Quote, Apple podcast is celebrating narrative podcast with an all new series chart.
The chart along with our dedicated space for serialized shows makes it easier than ever for the listeners to find the best binge-worthy stories. The top series chart is available with iOS 18 in the United States, Australia, Canada, Ireland, Germany, Mexico, New Zealand, Sweden and the UK. Unquote. Just a new chart there. Just new ways. If you've got serialized content for your content to get exposed and noticed from others. Nice there. Adding things.
Really with iOS 18, I haven't seen much other big changes for podcasting. There will be some in the future. On the last episode, I was talking to LC about getting my new iPhone, most getting the iPhone 16 Pro Max and I bought my iPhone and I went to the Apple store to pick it up and I bought the iPhone 16 Pro and I forgot the max part.
So I don't have the new iPhone yet because I first just the wrong one in my excitement to see there was one available and I could get it at the store and I bought it and went in and got the wrong one. I just say, how better inventory levels because I know back in the day if you didn't order it the day they announced that you were waiting weeks and months to get one. Is it still that bad? It was bad.
In the irony of why I didn't order one online originally was because the ship date was going to be the week of October 7th and that was originally planned for me, my son and my wife to go on college tours next week and I didn't want the phone sitting there for a week at the house outside where someone could take it. So I didn't order it online. I was like, okay, I'm not going to hold off on this. I'll just get it.
I'll just wait until one of shows up at a store and none of showing up at stores nowhere. I mean, I'm looking 100 miles around and none of showing up. And because of Hurricane Helene, the colleges we were all going to visit were in Western South Carolina and one was Western North Carolina. So three of the four colleges were actually shut down because of the hurricane. And because of everything going on there, we decided to cancel the trip.
Anyways, we're not going to do the trip to South Carolina and North Carolina for college visits. I could have ordered it and had it delivered, but I will. I'll just wait until it becomes available here at one of the stores eventually and I'll get it. Looking forward to playing with it when I do get it.
And keeping with Apple News, there was a post from podcast news daily titled quote, take more languages added to Apple podcast auto transcript feature from the article quote, Apple podcast is expanding its support of auto generated transcripts by adding several additional languages beyond the four it debuted the feature with earlier this year. It will now also be available for eight additional languages, including Portuguese, Italian, Danish, Dutch, Finnish, Norwegian and Swedish.
And if I'm not mistaken, that's only seven. So they missed one in their press release. Oh, good pick up. So just saying, yeah, so I don't know what the 12th one was. The original four were English, French, German and Spanish evidently Apple is focused on European language first. Not sure what the mythical 12th languages, maybe Japanese. I don't know. I have no idea. I don't really think too much about the other markets and, you know, the languages that are available there. I would think Chinese.
Well, that would be a tough one. They have a good market share in Japan. That's why I was thinking because, you know, the US and Europe makes sense from the perspective of where is where iPhones have the highest percentage market share that it drops off quite a bit outside of US and Europe. But there is an exception with Japan. Japan has a pretty good market share.
We'll have to figure that one out for the next episode or maybe Ted's listening and going, yes, yes, we did mess up our press release and he lets me know. It's a good catch, Rob. Or he says, ah, Rob, why'd you point that out? Well, I was just doing the math and I was like, oh, that brings to 11. We said, no, they're saying 12. They're saying 8 and 4 is 12. Okay, so who's the missing one? Wonder as a update of the article anywhere. We'll have to find that after the show.
You've got an article here, a roadcaster video. Do you do some new tech? Oh, yeah, this was unveiled last week. You've got road famous for producing the roadcaster pro and the two and the duo and the stream acts right. This great device that makes podcasting super easy for everybody, all inclusive, lots of great features. And I have been wrestling and tackling with helping more folks get into video and trying to find a way to streamline and make it easy and make it simple.
Right now the options out there. Here okay, right, the Atem Mini from Blackmagic does a really nice job, although it requires extra hardware to really make it usable, hard drive monitors, things like that. You've got the yellow box that's out there also doing a kind of video audio integration. The one thing about those products that I think a lot of video creators who have a focus on audio, disliked was that they never had an XLR port.
It was always just a quarter inch or one and a quarter headphone jack coming in to bring in the audio, which it can work, but isn't great. So roadcaster comes out with this video tool. It has six HDMI inputs, I believe. I'm going to pull up the specs right now. Yeah, we've got inputs. It looks like four in and two out. Right four HDMI and two out, a bunch of extra USB C inputs. But the thing that I think the podcast community is going to love is two XLR combo input jacks.
And you know if road is putting in XLR inputs, then your audio is going to sound great going through this box. It is not cheap. It's going to retail for about $1,200. But if this thing does everything it promises to do and it does it well, oh, is this a game changer for folks who want to really incorporate video into their production? It's got the ability to just switch between the regular camera. Which you'll see on most video switcher boxes.
It also has seven buttons for scenes that you can create. So if you want to have your split screen or you want to have one where it's you and someone in the corner or you and B roll coming in, right? Super easy to do all that with just these big clear buttons like you used to seeing on the roadcaster pro and duo and whatnot. But then it's also talking about this AI feature where it can do auto switching for you.
And basically it's just going to go from one person to the other based on who is talking. Which I know for a lot of people who are new to video would be incredible because it's hard to focus on delivering good content and producing a show at the exact same time. So I am super eager and looking for any excuse to get my hands on this as quickly as possible. And it's exclusively through B&H, which everybody listening probably already has a credit card information store there anyway.
The other thing it does that's interesting is that it can actually be expanded. So it's got only right the two XLR ports, but you can actually connect other road USB microphones. They're wireless mic systems. And I thought I saw where it can actually connect with like the roadcaster pro two bringing you right all that integration into as a storyline. So I mean, this is roads jumping to video here with the streamer now this.
This is some great stuff that like I said, I can't wait to get my hands on 11.99. There you go. Yep. Rob, quick question. Can I get a raise? It's only been 17 days, but it's equipment is expensive. I know. That's why I like just doing audio. It's my cost down. That's fair. In lips and news, we put out a PR late last month with the title quote, lips and ads learn Jarvis to board of directors and announces results of annual meeting of shareholders.
Unquote. The PR goes as follows quote Pittsburgh September 27th, 2024 on September 25th, 2024, liberated syndication, ink held its annual meeting of shareholders. The meeting all of the matters put forward before the company shareholders for consideration and approval as set out in the company's definitive proxy statement dated September 10th, 2024, proxy statement were approved by shareholders at the meeting.
Each of the directors listed as a nominee and the proxy statement were elected at the meeting to serve as a director of the company until the company's next annual shareholder meeting or until her, his or her successor is truly elected or appointed Patrick Dorn Chair of the board of directors noted quote, as we celebrate 20 years and podcasting, I'm pleased to welcome Lauren as our newest board member as we embark on our next phase of value creation.
Our investment in platform innovations enable us to deliver industry leading tools and insights and scale our advertising business, Lawrence track record of success and expertise will help us unlock new opportunities across the podcasting landscape positioning us for sustainable growth. The company believes it will benefit from Lauren Jarvis's extensive experience as an investor and advisor to growth companies at the intersection of technology and media over the past decade.
She has held leadership roles in corporate and business development at both private and public companies as a former executive at Spotify. Lauren spearheaded the company's early podcast strategy and investments. Her career also includes key roles at Vivo where she led product driven business development and her involvement as a venture scout for Kleiner Perkins focusing on seed stage investments across consumer and SaaS.
Larnholz and MBA from the London Business School and a BA from Brandeis University where she graduated cum latte. Miss Jarvis comment quote, Lipson has executed a successful platform strategy for more than two decades. I'm excited to join the sustained board as Lipson embarks on its next evolution.
Together we will enhance our offering for podcasters of all levels from independent to established creators and expand our advertising marketplace delivering advanced capabilities to a wider range of advertisers. Unquote a total of 26 million 118,832 shares or approximately 80% of total shares outstanding were voted at the meeting of the shares voted more than 74% were voted in favor of approving each director nominee.
If you have any questions on the investor side, you can email investor at lipson.com. Either way, you can send an email to me and I will forward it on. I'm very happy to have Lauren on join the board. I worked with her a lot when she was at Spotify. If folks remember in the early days, if you wanted to get into Spotify, the only way to get in Spotify was to be hosting on Lipson early on. We were the first ones to be able to get shows into Spotify automatically.
I used to work with Lauren on that and other things. Lauren, welcome to the board, welcome to Lipson and we'll have a link in the show notes to the full P. He thought, sir, I don't know if you've ever got a chance to work with Lauren when she was there. Spotify was doing more again, back and business development side of things. I never really had any chance to work with her, but I mean, just based on the credentials and the experience and the resume, it sounds like a fantastic ad.
I'm sure we will all benefit from her being a part of the company now. Yeah, the board was really determined to add someone that had podcasting industry experience to the board and Lauren definitely met those requirements and exceeded them in many ways. Somehow, this is also Lipson news segment. I say this because for the life of me, I'm not sure how slightly overpaying less than half a percent of shows in auto ads, one additional monthly payment qualifies for news.
Again, let me repeat that zero less than 0.5% of shows were slightly overpaid, not underpaid, but overpaid. Somehow this now qualifies as news. So since we're here, I want to let the vast majority of those in Lipson auto ads, the 99.5% plus of the shows. No, this news does not affect you. If you were not one of the less than half a percent of shows affected, you did not get an email about this. Those that were affected did get an email.
So there, now you know the rest of the story, which again, I have no idea how in the world that qualifies as story anywhere, but since it was reported, we now have to deal with some confused podcasters. And I have to talk about it here. Guess the next story about us will be about grammatical errors found on our website. Just saying.
I think as frustrating as it is, I'm sure for you to have to deal with lots of people emailing and wondering whether or not they're a part of this, even though I'm sure they didn't read the entire article and realized they probably weren't. I think something that happens in the space is that there isn't always a ton of real meaty podcast news. There are lots of things that happen in the podcasting space.
But you know, if you're trying to research for podcast news, you often get new episodes and you shows launching, right, very few things that actually impact us creators and producers and users on the real level of things that we have to worry about or care about or interesting to us. And so I feel like anytime a podcast reports anything, right, anytime somebody tweets about podcasting in some way, shape or form, there's nothing to do with a new episode.
It's grabbed on and wanted to be shared by folks who are trying to curate the news. And so I'm not terribly shocked that this found its way into the news out there, but I do understand why it's super frustrating for you. All right. You've got this one. I'll let you put this one in. I'll let you go on this article.
Sure. I mean, across the radar, thanks to some of those good podcasting news sources out there that a Minneapolis station is adding podcast radio from Barrett Media, quote, K-A-U-S-1480 feature podcast radio from 6 to 8 a.m. 11 to 12 p.m. and 3 p.m. to 12 a.m. as well as in several spots in its weekend lineup. In addition to adding podcast radio is also the first market to utilize a new feature of dedicated genre hours with business, true crime, comedy and music podcast.
We'll see dedicated hours to line up at the Alpha Media Station. This is from Alpha Media, Minnesota Vice President of Revenue Development, Robert Mithian. We're excited to be the first in Minnesota introduced podcast, radio's innovative format to our listeners with its curated genre hours and top tier content. This partnership offers something unique for everyone.
Aside from the content, I found that podcast radio development team to be immensely accommodating their can-do attitude was refreshing. Unquote. I have heard and I have been seeing in various places all over where folks are trying to get more podcasts into the broadcast sphere, trying to integrate with radio.
I had not really paid too much attention to this proper now podcast radio, but seeing this pop up and realizing that these guys are doing it a little bit more innovatively, a little bit more creatively. Just maybe want to talk about a little bit and get a sense of your thoughts on podcasts on the radio and whether you see that is something to pay attention to or just right now a fun little gimmick that gets a few headlines and won't really move the needle.
So if we go way, way back 2005, 2006, there was a radio station in San Francisco that had podcasts on the air. I know this because podcast for one one was one of those that was on the station. It was one thing. Yeah, it got picked up and it's nice to see someone else doing that. I think there's been some other stations that have done this over the years where they have dedicated hours based on different genres. That's interesting way of doing it.
So people know, hey, if I tune in at 1pm, I'm going to hear business at 3pm, I'm going to hear from the mom in the carpool lane at 3pm, I'm going to hear the true crime podcast, something like that. That's a good way to do it. I don't know if you want the true crime podcast with the kids in the car though. You know, most of the true crime podcasts for the most part that I've, you know, there's a couple that have to do it more than just murders. You definitely don't want with the kids in the car.
But most of the true crime podcasts that I've heard are, I would say totally family, family, but not too bad. Most of them are clean and it's nothing worse than they would, kids would be exposed to on primetime television. But that's where the moms are, right? That you hit them. If you hit them the moms that are in the carpool lanes, that's a good time to put that on. Yeah. Yeah. I like it. I mean, I know there's, we've had for years, we've always gone the other way.
We've had a lot of radio stations, we've repurposing content coming back. There have been some podcasters that have on their own gotten syndicated out on multiple stations. And then you've got someone like Kim Commando, who's like a hybrid where she has her syndicated radio that she then repurposes as a podcast, but then has podcasts only content as well. She does it both ways.
True podcast or as well as true radio and then content available, both radio and some of the content available both on radio and podcast. As a podcaster, anytime you can get your content out there, do it. If you have an opportunity to get your content out there, I always recommend absolutely do it. And for radio stations, it's a way for some of them to get free content to air on the radio, which is a win for them and for you as a podcaster, the exposure is a win for you.
And that was the way I looked at it back in 2005, 2006, when this was going on at San Francisco and I can't for life, me remember the name of the station that was doing that. So maybe it's one of the listeners or members, but they were doing it all day long. It was just all, it was podcasting all day long and you kind of see online when your show was going to come up. It was nice to say that. Hey, my show's on there. It is always nice to be able to say, Hey, my show's on the air.
When I was after I worked at the journal, I actually did a quick stint at another station nearby in New Jersey and they have the opposite model, which was they were selling time on the radio. And then as part of that, they were offering to take back content that people were creating and put it out there as podcasts, but they weren't very serious about it.
And I remember approaching the program director at the time and saying to him, like, you know, you have all these studios that are collecting dust, they're running mostly syndicated content. So the studios are empty. It's all automated. And you know, I was trying to stress to him. It's like when you have a radio station, you can only program and sell 24 hours on a day.
But if you were to open these up to podcasters and market this content off of the broadcast antenna and just push out more content, you have unlimited time that you could be selling, whether it's for advertising, marketing opportunities, events, promotions, there was a huge opportunity for radio stations to grab hold of this trend in podcasting and lead at the forefront. And I just remember, you know, setting up this great pitch deck, giving him this great idea.
He's like, all right, this is good. Let me take a look. I'm going to rework it. I'll come back to you. And then Monday, he came back and he showed me the presentation. He's basically like, it's radio. It's like, it's the same thing you've been doing. So I like this idea of day parting it almost, right? Like putting it into segments with different themes. And it is a really nice stroke of creativity that I hope catches on in other places right right now.
You have program directors all across the country who are basically recycling the same three formats because that's what works. They were afraid to try anything new. And so I hope this works. I hope other people get excited by it. And I hope we start to see more opportunities for podcasters to get exposed to broadcast stations, right?
Broadcast opportunities because one thing that I'd love to see and I've been pushing this for a while, just more localized podcast content podcast about your community. And this format could be a way to really push that out there. And for those that aren't familiar with Alfa media, which is who's doing this in Minnesota, it's not one radio station. Alfa media is a radio conglomerate. They have stations all across the country.
So be curious to see if Alfa media is looking at this as a pilot program or if it's just something that the local Minnesota guy did, you know, what is it? Robert, if he did it on his own or if this is like, Hey, we're doing this to see how it works here and maybe we'll expand it to other Alfa media stations around the country. I hope so. We had an old segment. Why did you leave us? I'm going to bring it back.
Which is where when we asked someone why they closed their account, I would say what the response was, I look for funny ones and I and or sad ones or and I had this response. And this was the whole response that came back. It was this was the whole thing. Not even who is not even high or hello. This was a verbatim the response. I received a total of 18 downloads from January 1, 2024 until September. Quote unquote. I was it. I couldn't leave it at that. I mean, that's bad.
So I looked at what I could of a show. I released, I could see four episodes, but the show title was so obscure and gave zero hint of what the show was about. I mean, none zip. Not if I would I can't give out the title, but if I gave out the title, you would have no, I mean, I could throw random letters out there and it was just by the way, a couple of few letters. If I threw it out there, you would have no idea what it's about. And the artwork was bright neon orange. I mean, hurt my eyes.
And the text in the artwork was really small and white. You couldn't read it. I mean, when it was shrunk to 60 by 60 in Apple Podcast, there was no way you could read the what was on the words on the artwork. This person managed to break all good practice rules around title and artwork and it resulted in 18 downloads in January.
I don't want to besmirch this person because I don't know them where their show, but it sounds like they did not put in a lot of effort and I don't understand why somebody would pay for service, pay for the equipment, put in all this time, you know, to start a podcast and then not put in any effort and then assuming we get frustrated that they didn't get any responses, this is not field of dreams. If you podcast, they will come. You have to tell people about it.
They are not tripping over your podcast. It's not like the radio or television where if you're scrolling by, you might catch them. You have to work hard to listen to a podcast. And to your point about the artwork, the one thing that drives me crazy is whenever I see artwork that is just someone's picture and no words whatsoever. How am I supposed to know what this is? It was bad. And you have to try really hard to keep a show under 20 downloads in nine months.
I mean, you really have to try hard, but in our proof, it could be done. It could be done, but you really have to try hard. And if he was, but if he had attempted any marketing, any marketing whatsoever, even reaching out to, it's kind of had some friends, family, somebody, right? Anything slapping something on a telephone pole with a little tab you pull off, anything could have gotten you above 20 downloads. Yep. It's also if you don't have a why, right? Why am I doing this?
Why should people listen? If there's none of that, then you really have no chance. And the person interviewed guests, so the guests didn't even promote it. There's at least four guests and him. So there's eight listens of your 18, right? It is a minimum, right? I would assume. I mean, some of those downloads are usually platforms just kind of ingesting the show for the others. Yeah. That's for that was the other thing.
How can I, I mean, it was really amazing that when numbers were that low, but it was, it was where it was. So I remember consulting folks. And if they told me they had like 30 downloads for an episode, I would basically be like, so no one is listening. Yes. No, but 30 people is like, maybe probably not. Yeah. Right. You really need to crack like 60 to 80 to have real humans consuming your content. Well, thank you, NR for proving what can be done when you try.
Let's switch over to YouTube, put this one in here and I'll let you talk and then I'll give my little mini rant at the end here. Yeah. So a guy who I recently became acquainted with, recently interviewed on my show, which will come out in a few weeks, saw my podcast movement. He posts something on his Facebook feed. It says YouTube is about to make a huge play against Facebook, IG and TikTok, Longer Shorts, PhotoPosts and Community Tabs.
That's a Jean-Aid Ahmed. And I was like, what is he talking about? So I do a little bit of research and I come across this community tabs by YouTube. And so from a tech-run charticle quote, the space called communities is kind of like a discord server built into a creators channel with communities. YouTube is hoping creators won't need to use other platforms like discord or Reddit in order to interact with viewers.
Communities are a space for viewers to post and interact with other fans directly within a creators channel. And the past viewers have been limited to leaving comments on a creator's video. Now they can share their own content in a creators community to interact with other fans over shared interest. For instance, a fitness creators community could include posts from fans were sharing videos and photos from their most recent hike to start the features only available to subscribers.
So it does kind of sound like that YouTube, which is the second largest search engine, although I'm starting to see reports that if you're younger, it's not and that's TikTok. But YouTube, which is this place where we think of as just a consumption media, is trying to create more of an interactive engagement media and really almost turn the common board of videos into a community thread, like a Facebook group of sorts. I don't use discord very often.
So I've had like a few experiences with there. So if you know discord, then you probably understand a little bit better. But for those who don't, it's almost like your own private social media network for the content or the niche that you care about. And with the fact that so many people spend so much time on YouTube, and there are lots of people who comment on there and for the most part, unless you're the actual creator, you probably don't pay too much attention to them.
Those comments are usually so kind and we'll thought out. I know. What's it all they're helpful? But I do think that this could be an interesting play from YouTube and Google as a whole who has been miserable at creating community engagement with social media platforms like Google Plus and their forays into podcasting, which have been called it lackluster.
I think it's an interesting play and I could see where folks who already spending a lot of time on YouTube will stay there and have another reason not to leave this place into the whole. You have to be on YouTube and be a podcaster. I think you're going to hear a lot of that. I still think it's okay to not be there, but the argument of you will be better off having a YouTube presence is going to get stronger with this.
Here's my biggest concern here is YouTube is not free speech front and shows get de-platformed and or de-algorithm for quote unquote misinformation, which how exactly did they become the arbitrator of what is and is not accurate information. They don't know. Early on saying COVID was a lab leak was considered misinformation, but now we know it's almost certain that it that is how COVID was released on the world.
And before anyone emails me on this, look at the link in the show notes from the US government's House of Oversight website. If you were triggered by me saying COVID was likely a lab leak, remember the whole John Stewart rant if a virus comes from a city where they experiment on COVID type viruses probably came from that. But in any case, beyond the common sense part of it, you can read the link, but here's my point.
If you're triggered by this, that is likely a lab leak that goes to who gets to decide what is misinformation because early on that thought was censored by so many platforms that now when it is really most likely what happened, some people still think it's a conspiracy item, but it's not the US government. Most of the intelligence agencies, the US government now say that's most likely what happened. That's the most likely scenario.
I'm sorry to make this a free speech rant, but the one is do you really want to build your fan community on a platform that de-platforms people and is not known to be free speech friendly? My recommendation is no. Go out, pay for a platform you control for your fan community building. Don't build your house on sand. Do you think that they will treat these community tabs the same way they treat general uploads and comments on YouTube since this will be more?
The comments on YouTube are notoriously bad. People that are having a bad day, I think anger management, one on one must be go to YouTube and just release all your anger on somebody's random YouTube page. I mean, that's the only thing to explain some YouTube commenters because they seem to be just vetting out for no reason sometimes. So who knows what's going to even be like, if you have a community built there, is that the community you really want to be built there?
Given the general folks that comment on YouTube, I believe that if you're going to have a community, you or you need to find someone in your community needs to be a moderator of that community because you don't want one bad apple in your community destroying your community. And that definitely happens. The best communities are ones where you've got a moderator that if someone is nasty and belligerent to others, you can just bring them out of your community and move it on.
But I also don't want a community where if you say something on your podcast that you believe in and it happens to be something that at that point in time is not politically correct for the powers that be, you get your community shut down because it was tied to your podcast or your YouTube page. I mean, Roseanne Barr was de-algorithmed on YouTube for the stupidest of reasons. I mean, they literally de-platformed her for being saying she was anti-Semitic when she's Jewish.
I was like, are you kidding me? She couldn't believe it. I would just be concerned about building your community there. I have always recommended that you own the community. If you're going to build a community with your fan base, that you own it in some way and have the control of it because I went through the Google Plus and I went through using a third party that then got closed down and having to move my community from one place to another was a pain. What really was?
And I'm sure you lost users and momentum in your hands. Yeah. I mean, it's true of any of these platforms that you can get de-platformed, elisted, you can get. In fact, on Facebook, when I announced that I was joining Libson, it came after the last episode released with you and LC, where you guys actually mentioned that I was coming along. And I put a post that said, it's hashtag podfficial. Now that Robin LC talked about on the feed, I've joined the amazing team of Libson.
And Facebook actually said, we removed your post. It looks like you tried to get likes, follow shares, or videos, and a view in a misleading way. Okay. So I reposted the exact same thing minus the hashtag. And it was fine. And I still don't understand why it's not even like if you look a podfficial hashtag that anybody in the world is using it. It's literally the search comes up as zero. That happened for no reason whatsoever. It's been over a week. It's still a review.
I mean, it doesn't matter if it gets posted anyway. It doesn't, I don't care. But right. So your point, you are at the whim of platforms and whatever tools and teams that they have that are reviewing the stuff and deciding what is or isn't good content for their platform. So I agree. This is why I think many people say, make sure you have your own website. This is why podcasting is so great. Make sure you have your own feed. You have that control.
Whereas if you are relying on these bigger platforms to manage everything for you, you live off them. If one day they decide you're not good enough or we don't approve of what you're saying, or worse, they just break. You're done. It's a free service. And that's why I say go pay for discord. Go pay for something where you own it.
If you're going to do farm boards or community boards, there are many paid ones you can go and get control of and you can control and they're not going to edit sensor, do anything that you don't let you be what you want to do. I understand the attraction to free and then it's on YouTube and all it will track people in, but it just don't see it ending well for some people. And then what happens with they decide to your, I wasn't working out. So we're just going to close it down. Right.
Like they just did with Google podcasts where many, many, many people still have problems and they don't follow the news so they didn't realize it was getting shut down. You know, you just get a support ticket. This is, I'm trying to listen to your show on Google podcast. What happened to it? Yeah. We didn't do it. They did that. Yeah. There's lots of good tools out there for building our own community. Go check some of those out.
But that's that I do think this is an interesting play in YouTube will steal some engagement from some of the other social media platforms. All right. Onto podcasting in the mainstream. This was a setup from earlier in the episode. That's right. So I'm sure many podcasters are already watching only murders in the building show famous about podcasters who are solving murders in their building.
And there was this great clip and rant from Selena Gomez in not this week's episode, but the prior week's episode where she's trying to figure who she is and she just keeps repeating, I'm a podcast producer. I'm a podcast producer and you know Steve Martin and Martin short make a joke and then she says, I'm a podcast producer.
Why is that so scary to say how loud and that really hit a lot of us in the fields because a lot of people just starting to like, is this a thing and people who have been doing it for a long time like, yes, but it's still scary. That being said, we've been hearing a lot of buzz about a new show on Netflix called Nobody Wants This. It features Kristen Bell and Adam Brody.
Adam Brody is a rabbi going through a breakup, Kristen Bell is a podcaster and you know, it's the awkward interaction between them. But the fact that they show her podcasting with her sister, they talk about the impact of her podcast. It's not just like, oh, a podcaster. Ha ha, what a joke. It's not cool. Like they're really showing how this space is people's lives and livelihood and the impact that they have and the content that they talk about.
What I thought was really interesting was part of the plot in this season is that her and her sister are in talks to be acquired by Spotify for their show. And I just thought that would be something that would be very interesting to everybody, especially given what's been happening in the merger and acquisition landscape of podcasts and recently where we had this huge boom of it and now a huge pullback and lots of shows that were acquired are no longer even with us anymore.
And that show again is called nobody wants this really highly rated in round tomatoes. And I'm assuming it's based on the podcast that the creator of the show, Aaron Foster has done since 2021. That one is titled The World's First Podcast with Aaron and Sarah Foster, which is about two sisters podcasting, which by the way is not on Spotify. I think it's on Stitcher and Ron Cleen.
But they'll have a link in the show notes to both the Rotten Tomato link for the Net Flix series and to the podcast that Aaron and Sarah do. But yeah, again, fantastic show if you're if you're looking for a good binge. And this is where we'll do promo number three. Oh, wait, there is no promo number three because there was no promo two or promo one. Again, if you have a promo for your podcast and you would like to get it played on the show, please could be just about an upcoming episode.
It doesn't have to be about the show. You've done the show before, but you've got a exciting episode coming up in the future. Send it our way. This plays to get new podcast listeners on podcasts. Yes. All right. Now we get into the stats, median and mean numbers.
This is basically to see how your show or your client show, if your podcast producer, is doing the median and mean numbers are based on all episodes released on lips and lips and pro in the month of August with downloads measured until the end of September. On average, each file is about 45 days old. This is again, per all shows hosted on lips and and lips in pro. The median number for August was 128, which was exactly the same as July.
The adjusted mean average where I throw out the top half percent and any files with three or less downloads, it just did mean for August was 1151 up a smidge from July when it was 1141. 5.8% of all downloads for episodes released in August were in the 5K range or greater for downloads. This was up a smidge from July, so 5.7% and here are some numbers to measure against.
And if it thinks it's a perspective, if your episodes are getting over 128 downloads after 30 days, you are better than half the shows. If you're getting more than 500, you are better than 71.7% of the shows you're in a top 28.3%. If you get more than 1,000, you're better than 80% shows, more than 2,700, you're better than 90% of shows, more than 5,800, you're better than 95% of shows, more than 14,000, you're better than 98% of shows are more than 26,000, you're better than 99% of the shows.
August numbers were either up a little or the same compared to July. Those are numbers that I know a lot of people love to hear those just to put in comparison to see if you're doing better than others. Definitely doing better than Mr. 18 downloads since January for sure.
I will admit that you used to present this podcast conferences often and I would keep a screenshot of it and as a producer and consultant, these were numbers that I was constantly referencing when trying to help and encourage clients to let them know how they were doing. You would get a lot of folks who would be like, I only got 180 downloads.
Maybe I shouldn't be doing this and I would tell them, you're doing better than 50% of the podcasts out there and you could just see a little bit of a turn and they'd be like, oh, all right, maybe there's some there there. These are really good numbers to have and to use and also just something to keep in mind. You could get, you know, you could be in the top 2% and not be as successful as somebody who's in the top 20%.
I've seen people make way more money on a thousand downloads than on 10,000 downloads. Absolutely. Don't always let these numbers guide you but they are good to keep in mind and just have as like a reference for what's going on and how you're doing out there. Yeah, one of my favorite stories all the time is the one where the guy was getting 600 episodes. He was so depressed, it was a corporate podcast and I'm just like, you're doing really well.
And then I said to him, I go, your podcast is about pneumatic valves. How many downloads were you thinking you're going to get? It's okay to be niche, but he was still better than the median and then I pointed it to him and I was like, did you ever speak at a conference? He's like, yeah, how many people showed up at the speed, you know, 150 to 100?
I'm like, you're getting triple that and they want to listen to your content and how much of your company pay to send you to the conference and he's like, oh, yeah, based on that, they kept doing the podcast because they realized, oh, this is actually pretty good ROI compared to what we were getting just to send someone to a conference to speak to 150 people who half of which are waiting for the next conference show or needed a place to sit down and work on email. Right.
Or right there just staring at their phone. Guilty? Yes. In other metrics, our lips and ads team updated their monthly podcast advertising rates, the following rates which are denoted as cost per thousand or CPM are published monthly by lips and ads, which provides comprehensive podcast advertising solutions for creators, advertisers and agencies.
Though company releases the figures to empower the podcaster and advertiser communities to readily monitor market pricing and provide greater insight into podcast advertising as a monetization vehicle. This data is derived from actual sales data across lips and ads network of thousands of shows for September 2024. The average CPM rate for 60 seconds ad spot was $21.37.
This for instance, a slight increase compared to the previous months, 2136 slight yes, that's like a smidge smidge of a smidge, but it's still an increase in August of 24. However, the September 2024 CPM rate was below the prior year, September 2023 CPM rate of 2284. The three highest CPM categories in September based on delivered advertising work, government at $31 CPM, technology at 29 CPM and health and fitness at a 24 CPM.
The three categories where advertisers can effectively tap into highly engaged audiences at a more accessible CPM rate includes kids of family, sports and history, which average around the high teens to low 20s in September. Which means average, some shows had higher rates and some. Before we get into Rex Quote, did you have a comment? You know, one thing I will say about these numbers is again, they are just an average. Like you just said, your content really can determine your CPM.
I remember having clients who were charging $1,000 per CPM. $1 per download. Yeah, $1 per download. And it just had everything to do with who their audience was, how engaged they were. And also the products that were being sold to them, if I'm selling a $10 a month meal plan, I'm not going to pay $1,000 a CPM.
But if I'm selling a $25,000 piece of software, you know, on an annual subscription, then yeah, $1,000 is going to do it because one or two of those convert and I've made tons of money that day. So, you know, again, just averages, do what works best for you, do what works best with your audience and the people who are going to help you support your audience.
Like, Cielo, the chief revenue officer of Lipson said, quote, with AI and deep fakes rising concern about content integrity, podcasting remains a trusted medium for listeners and advertisers like supported by new tools that ensure brand safety and suitability. We've always prioritized brand safety across our platform and our recent partnership with Paramount of Reinforced is this commitment by providing real time, continuous verification of brand suitability for every episode in our marketplace.
This gives advertisers confidence that their messaging aligns with content that reflects their values across our extensive podcast network. On quote, that's right. And the rest of the team at Lipson ads for keeping the space educated on where average ad rates are for podcasting on a per ad rebassus. And of course, if you are interested in advertising on a podcast, maybe to promote your show to a similar audience, please email me directly rob at lipson.com and I can get you the right people.
And Lipson ads can help you grow your show or sell your product via podcast advertising. Again, email me directly rob at lipson.com if you are looking to advertise on other podcasts. And this is where we get into the where have we been segment? I haven't been anywhere since the last episode. Where have you been other than joining Lipson? Any events or any stories you spoke? Any podcast you've been on? I will be at the pod match event that's going on in October.
Are we speaking there about remote podcasting? Where is that going to be located? That's a virtual one. So you just get to do that one online. And yeah, well, I haven't been anywhere since podcast movement. Lipson will be at advertising week in October. We'll also be a froze and audio in October. And I will be in New York City on October 16th for the IAB audio innovator summit. So I think that's that's fun.
And we'll of course, Lipson will be at pod fest in January podcast movement evolutions in March and a B Las Vegas in April. And the podcast show London in May. And that's where we're looking at the first half of 2025. There's some other things that we'll pop into as well and we'll give more information on those as we get closer to them. Would this be the first time that Lipson is showed up at the podcast show in London? No, we were there two years ago officially.
And then last year we had Senate person. So this will be, we'll be back again. This one will be our biggest one. Since the end of the presence there. But I think we had quite a few people there. A decent number there two years ago. Yeah, that's one that I always wanted to check out. Yeah. If you're not going to the shows I just mentioned and you host on Lipson want your cards at the show, please email me rob at lipsand.com. And I said, you might snail my letters. Switching gears.
Where are you going? If you are looking for a job and podcasting, make sure to go to podcastingjobs.com. As of well, the end of September we had three openings listed two of which were remote and one in Pittsburgh. I think we were adding another listing if it hasn't gone up yet. It should be going up shortly. Again, go to podcastingjobs.com to learn more about those openings. And then finally, don't forget to send in your feedback or anything we did or did not mention on this episode.
You can record that feedback and email us the feed at lipsand.com or you can call us for one, two, five, seven, three, 19, 34 or you can use speak by that speak by dot com slash the feed. And Matthew, do you want to share how people can get a hold of you as well? Sure. So you can find me at podcastingtech.com. That's the podcast that I run. You also look and see some of the fun stuff. We're doing a custom podcast solutions dot com.
And finally, if you search on any of the social networks, Matthew Passy, that's Matthew with one T and passies PASSY, I should pop right up one T two S's. No, we. All right. Thanks folks for listening. Until the next episode. Ciao. Thank you, Brownie.