An industry leader with over 15 years of senior brand building, marketing, research and sales experience, Jay Green is known for working with major brands on high-level audio integrations, brand strategies and analytics. Green was an early evangelist of podcasting’s power to connect brands with engaged audiences
He is currently the SVP of Digital Strategy and Analytics for Cadence13 and has led the way in the industry for major brands to integrate data and attribution into the medium.
Questions now closed.
Staff asked this question
4 years ago
Hi Jay, thanks so much for participating. The question I quick all of these off with is: What do you think make a successful podcast?
Staff asked this question
4 years ago
Hey Jay I’d love your take on when new podcasters should start to focus on the listener numbers vs. just keeping their head down and producing great quality episodes?
replied 4 years ago
Hi Geoff! Congrats on being Q#1…
Focus on the content first. Its hard to grow an audience without that. Once you’ve got an idea where you’re going and who you’re talking to then you can start working on promotion. Its easy to get sucked into worrying about the numbers but if you’re just starting out get that content as solid as you can.
Staff asked this question
4 years ago
An open-ended question, I know, but can you go into some more detail about your role with Cadence13 and what you and your team work on and focus on achieving?
replied 4 years ago
Sure! I am the SVP of Digital Strategy and Analytics although its been argued that my biz card should just say Etc… My team is in charge of research, creating the narrative of why podcasting and why our shows for our sales team, execution of campaigns and ensuring our clients are maximizing everything they can.
Staff asked this question
4 years ago
Hi Jay thanks for doing this AMA. I’m interested in the various genres of podcasting. I know true crime has emerged over the past 5 years or so but I’d love to know which currently underserved genres (in terms of the number of shows) you think will emerge in the next little while
replied 4 years ago
Hey Tash! True Crime certainly has exploded hasn’t it? “A shout out to our friends at Serial for starting the boom.” But before we go into further trends its important to see that True Crime continues to grow. There’s no shortage of stories. (Shameless plug for our partners at Tenderfoot and of course C13’s own Gangster Capitalism.) If you’re thinking about underserved, start looking at the types of shows families would listen to around the smart speaker. Breakfast, dinner while doing homework. Is it children based? Is it story telling? Something the family can share and if they dont finish at the speaker the next step is pausing and finishing in the car on the way to school, etc… BTW anyone who thinks True Crime is going away obviously hasn’t been to my parent’s house on a Sunday where Law and Order is on an infinite loop.
Staff asked this question
4 years ago
Hi Jay do you think there’ll ever come a time when a good portion of ad spend shifts from traditional radio to podcasting?
replied 4 years ago
Great question Kate! Ad Spends are always going to shift based on trends and opportunities. If they don’t then we’ve all become stagnant. (That means everyone) While yes I do see ad spends shifting into Podcasting (its already happening) What I also see is something a little different. Its cliche’ to say we’re in an audio ad renaissance. But a cliche’ is a cliche’ for a reason. (If you haven’t yet check out Edisons Spoken Word Audio report from yesterday.) What we’re looking at is also synergies between the mediums. Imagine using the reach opportunities of broadcast and supplementing that with the story telling and personal experience of podcasts and vice versa. This is a great opportunity to grow budgets in audio.
Staff asked this question
4 years ago
If you had a thousand bucks to promote a new podcast how would you spend it?
replied 4 years ago
Find a podcast that speaks to your core audience and promote there. Get to know the host and invest in them to do a read that can engage their audience to listen to your show. The hardest part is to get someone new listening to any podcast, going this route that’s already built in.
Staff asked this question
4 years ago
What podcasts do you personally listen to? Also, what genre aside from True Crime do you see as the next to pop!
replied 4 years ago
Thanks for the question Matt! Starting with my own I love Gangster Capitalism and GM Shuffle. Admissions and Football what’s not to love. For my own pleasure I just finished season 1 of Blockbuster. Whoever was doing the Scorcesee voice is incredible. The Rewatchables, Fatman Beyond and now the Office Ladies are heading my subscription lists. I like anything that gets me behind the scenes or lets me Nerd out on things I love. Although Im still not sure why Simmons thinks Collateral is a Rewatchable.
As far as what’s going to pop next…Continue to watch the lifestyle space. There’s so many great hosts on the way with so many new ideas. That’s a little bit different answer I gave from above but its popping.
replied 4 years ago
Thanks for the time everyone! Back to work!!!
you’ve been subscribed. 
Hi Tom, its a pleasure and honor to be hosting today’s AMA! I see some great questions already rolling in. Lets do this!
It’s cliche’ but they’re called cliche’s for a reason. The most successful podcasts are the ones where the host is invested and willing to put in the time on a consistent basis. If you’re invested in your content, the audience will be too. I’ve seen large shows with small engagement and I’ve seen tiny 500 DL shows with amazing engagement simply because they filled a niche. (On a side note if you have a small show that dives into a niche topic like rock polishing you can find yourself talking to 500 people who are deeply invested and a sponsor willing to pay because those 500 people are EXACTLY who they need to talk to.