Our reporting from Winterthur on the "dezibel" event focuses on exclusive interviews with Jeanne Drach, Laura Dath-Linienkämper and Cheyenne Mackay, who spoke about the art of podcasting, the challenges of generating reach and collaboration in the DACH region.
Podcasts are now an indispensable part of the media landscape, not only for entertainment, but also for brands that want to tell authentic stories. At the dezibel conference in Winterthur, experts discussed the future of podcasting and how this medium can continue to grow through creativity and technological innovation.
Jeanne Drach from "Oh Wow" pleads for more courage for authenticity
In an interview, Jeanne Drach, founder of Austria's first podcast agency, emphasizes the importance of authenticity and the courage to try out new forms of storytelling. "The technical aspects are important, of course, but what really counts are exciting stories," explains Drach. Oh Wow produces corporate podcasts for clients such as Austrian Post and the European Parliament as well as originals with a clear focus: "We rely on strong female voices and experiment with new forms of storytelling." She advocates more courage in the corporate podcast sector: "Brands should convey their messages implicitly rather than insisting that they have to be the super brand." Her tip for the success of a podcast? "Good stories that are told well."
Laura Dath-Linienkämper from "Podstars by OMR" on authentic storytelling
Laura Dath-Linienkämper from Podstars by OMR also emphasizes the need for authentic storytelling and courage. "Podcasting is a medium that needs to be understood and brands need to have the courage to tell different stories," she says. It is particularly important to invest in reach: "You have to launch campaigns around the podcast, tell people about it and also invest money. If the content is good, it creates word of mouth and people talk about it." True crime formats are still very popular in Germany, but every well-told story can find its niche, says Dath-Linienkämper.
Cheyenne Mackay from Podcastschmiede on the need for visibility
Cheyenne Mackay, co-initiator of dezibel and founder of Podcastschmiede, talks about the acoustic aesthetics that are essential for a good podcast. "A good podcast doesn't just sound good, it also has to be individual and unique - like music," she says. Reach is a particular challenge in Switzerland, as dialect podcasts are often only understood in southern Germany. However, Mackay emphasizes that the investment in reach is worthwhile: "You have to invest almost as much in the visibility of a podcast as in the production itself." Her wish for the podcast community in the DACH region: "More networking and more intensive exchange. We would all benefit from that."
The dezibel conference not only provided space for discussions about technological innovations such as AI tools for editing and transcription, but also showed how much podcasts can benefit from an intensive exchange between the countries of the DACH region. The exclusive insight into the thoughts of Darch, Dath-Linienkämper and Mackay shows: The future of podcasting lies in exciting, well-told stories and a continuous pursuit of quality.
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What is the situation with podcasts in German-speaking countries? Is podcasting different in Germany, Switzerland and Austria? In the opening panel of Dezibel 2024, Laura Dath-Lienenkämper (Podstars by OMR, DE), Jeanne Drach (Oh wow, AT) and Cheyenne Mackay (Podcastschmiede, CH) discuss the state of podcasts in German-speaking countries and whether there are differences between countries. In addition, David Reiter from St. Audio shows over 150 ways to increase podcast reach - and Andreas Wullschleger from Ellie Media gives insights into how AI can support the efficiency and quality of podcasts.
Addressing the next generation
Podcasts without video are almost unimaginable, especially for a young audience. But what works and which formats are suitable for video? In a workshop, the audience is to be made fit for video podcasts.
Another workshop will also show how podcasters can monetize their shows and how advertisers can book effective podcast campaigns. The block of five short 7-minute inputs will provide inspiration and insights into the boom of live podcasts in front of an audience, audio guides and podcast research at ZHdK.
"How do we reach young people with a podcast?" This frequently asked question will be discussed by the guests on the last panel, including the social media agency Xeit. The program will be rounded off with the recording of two live podcasts: "Scho ghört" with guest Céline Raval from SRF and the football podcast "Steilpass" with Sarah Akanji.
Network and inspiration at the center
For podcasters, radio people, media professionals and those responsible for communication and marketing, "Dezibel" offers inspiration, more knowledge about podcasts and audio marketing and also the opportunity to network. "Dezibel is an exciting networking event with an exchange of best practice and news from the industry," said one visitor last year.
The podcast conference Decibel 2024 will take place on October 24 from 9:30 a.m. at Technopark Winterthur. Tickets are available at Decibel.io.
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What this video talk from werbewoch.ch is about:
In podcasts, it is important to make abstract topics tangible through concrete examples and personal experiences. This can increase listener interest and create a deeper connection. The art of storytelling is crucial here. A clear structure and focus on the essentials help to keep the audience attentive. A story should not become too abstract, which makes it easier for the audience to stay engaged. Alternating between closeness and a critical stance in the conversation can create an appealing dynamic. It allows both positive and critical aspects of a topic to be highlighted, creating a balanced conversation. To be successful in the podcast world, a unique selling point, regular publication and an effective distribution strategy are crucial. The aim is to stand out from the multitude of other podcasts. The rule of thirds - two thirds talk and one third rapport - emphasizes the importance of preparation, personal exchange and journalistic craft in a podcast. The use of acoustics, music and effects can improve the quality of a podcast. Especially in a consolidating podcast landscape, it is important to remain courageous and try out new forms. A good podcast should not only entertain, but also - and above all - deal with relevant topics. Clear identification with the chosen topic and an authentic approach can increase the quality of a podcast. When developing new podcasts, it is important to ask yourself why this topic is important and why you absolutely want to cover it. Clarity about your own attitude and approach to the topic creates enthusiasm and authenticity. These are just some of the findings from the interview with Sven Preger.
]]>Nico Leuenberger, founder of Podcastschmiede and organizer of Dezibel, explains the importance of the Swiss podcast conference. Podcastschmiede, a podcast agency based in Winterthur, produces customized podcasts for companies, foundations and the public sector. Leuenberger emphasizes the importance of captivating stories for successful podcasts. In terms of advertising opportunities, he mentions in-house podcast productions and the placement of advertisements in existing podcasts.
The KPIs (Key Performance Indicators) not only emphasize reach, but also the listen-through rate. Leuenberger explains that good podcast advertising should suit the podcast in question and ideally be spoken by the podcaster themselves. Programmatic bookings are still in their infancy in Switzerland, but Podcastschmiede offers a booking platform for suitable podcasts.
The advertising alliance makes it possible to organize campaigns via various podcasts. Finally, Leuenberger explains the term "dynamic advertising", which is only present during the campaign period and allows podcasters to monetize older episodes as well.
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For organizer Nico Leuenberger of Podcastschmiede, this event was a necessary milestone: "To be able to offer high-quality formats in Switzerland, you need a lot of know-how and constant development." This is what all those involved in the industry were to receive at the first Swiss podcast conference, along with the opportunity to network even more with each other. "We want to make Switzerland a podcast country," Leuenberger explains. "Above all, this requires a lot of collaboration. So we're all the more pleased that so many people found their way here today."
Laber podcast or fantastic worlds
More and more companies are using podcasts as a tool for marketing and communication. Marie Dippold, founder of the podcast label Viertausendhertz, showed at the conference what is important for a suitable format. Audio strategist Stephan Schreyer explained to the audience how to keep the content relevant and how to consider audio as a whole, along the entire customer journey.
If content and ideas are right, it is equally important to ensure the right sound. Tobias Mikutta from Yellowtec showed how technology combats rustling or hissing in the podcast.
Acoustic Brand Experience
The melodies of credit card companies or fast food restaurants are subconsciously anchored in our heads. Meng Tian from the Department of Noise demonstrated this vividly in a guessing game. This is thanks to elaborate sound design, which develops voices and melodies to match the brand strategy of companies.
The audience to the podcasts his time
Podcasts are consumed with the highest level of attention and over a long listening period, which is unique in the media landscape, according to Podcastschmiede. The biggest names in the industry know how to keep listeners enthralled over many episodes. Sabine Meyer from the successful Swiss podcast "Beziehungskosmos," Mirja Gabathuler from Tamedia ("Apropos") and Wiebke Achterwinter, who produces "Kaulitz Hills" at Spotify, among others, discussed and took audience questions. The core of the discussion was again and again the reach, even if not all of them were allowed to name concrete figures. The panelists agreed that success does not come by itself: it takes perseverance and targeted measures to strengthen the podcast. "Ideally on all possible channels," said Achterwinter from Spotify.
Podcasts as a way of life
A listening bar was available at the "Decibel" where several formats could be heard. A live recording of the parent podcast "Rotzphase" with host Cheyenne Mackay and her husband Marcel Zulauf also reflected how diverse podcasts can be. Decibel 2022" ended with a fire show in front of Technopark.
Leuenberger is satisfied with the first edition of "Decibel," saying that the feedback from guests has been very positive. The next conference will be held on November 14, 2023.
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