The Brad Weisman Show
Welcome to The Brad Weisman Show, where we dive into the world of real estate, real life, and everything in between with your host, Brad Weisman! Join us for candid conversations, laughter, and a fresh take on the real world. Get ready to explore the ups and downs of life with a side of humor. From property to personality, we've got it all covered. Tune in, laugh along, and let's get real! #TheBradWeisman #Show #RealEstateRealLife
The Brad Weisman Show
Podcasts Threaten the Future of Legacy Media
Hi This is Brad Weisman - Click Here to Send Me a Text Message
Jeremy Ryan Slate of Command Your Brand, discusses the evolution of podcasting, the importance of niche markets, and how creators can connect meaningfully with their audience. Podcasts are redefining how we consume information, and this episode captures the seismic shift from traditional media to the podcasting realm.
Discover why audiences are flocking to independent creators for authentic content and diverse perspectives, especially in an era where trust in legacy media is dwindling. We discuss the rise of platforms like Joe Rogan's, which now surpass conventional news outlets in viewership, and the landscape of opportunities and challenges this shift presents for content creators navigating this ever-evolving media territory.
• The shift from Legacy Media to Podcasts as preferred information sources
• Growing importance of niche content in the podcasting landscape
• Podcasts as platforms for authentic and dynamic conversations
• The role of audiovisual content in enhancing discoverability and engagement
• Encouragement for creators to seize opportunities to share their narratives
Be sure to check out Jeremy Ryan Slate on these platforms:
www.facebook.com/jeremy.slate
www.instagram.com/jeremyryanslate/
Youtube Channel
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Welcome to The Brad Weisman Show, where we dive into the world of real estate, real life, and everything in between with your host, Brad Weisman! 🎙️ Join us for candid conversations, laughter, and a fresh take on the real world. Get ready to explore the ups and downs of life with a side of humor. From property to personality, we've got it all covered. Tune in, laugh along, and let's get real! 🏡🌟 #TheBradWeismanShow #RealEstateRealLife
Credits - The music for my podcast was written and performed by Jeff Miller.
Well, the level of access is incredible. It is. This even goes back to just the idea of free speech as well, because, if you look at it in different points in history, to have great conversations or have great discourse is how we get to better ideas.
Speaker 2:From real estate to real life and everything in between, the Brad Wiseman Show and now your host, brad Wiseman. All right, thanks for coming and checking us out every Thursday at 7 o'clock. We really appreciate it. You know, we know you have a lot of choices to make. You have a lot of podcasts out there and we love it that, the fact that you're listening to us so we appreciate that so much. We want to talk about our sponsors, comfort Pro. Thanks for them as a sponsor, and also, you know, we have another sponsor too and I'm going to bring that up later on, but right now we're going to bring in our guest. Our guest is Jeremy Ryan Slate. This guy I've been trying to get on here forever. He canceled on me like 15 times, said that we're not good enough and all kinds of other stuff, and then he finally we kind of coaxed him and I think Hugo said he was busting his. He was going to bust his kneecaps if he didn't come on. That's probably what happened.
Speaker 1:Hey, I'm from New Jersey, though, man, I know, I know a guy.
Speaker 2:I was going to say you guys actually do bust kneecaps, I should. I should be quiet because of Pennsylvania we don't do that kind of stuff. You know, we tip cows over. That's what you, that's what we do here.
Speaker 1:we tip cows we tip cows over here too. Oh, you do. I'm in northwest new jersey that's pretty much pennsylvania on a farm and stuff okay, that's cool.
Speaker 2:That's cool. That's pretty much pennsylvania, pretty much. We were just up your way not too long ago a place called crystal springs um so crystal springs is literally in my backyard.
Speaker 1:The golf balls used to hit the side of my you're kidding me, I was just there.
Speaker 2:I was just there several weeks ago. What a beautiful, beautiful resort. Oh my gosh, is that really really gorgeous up there?
Speaker 1:Yeah, no, it's, it's absolutely beautiful. So I the one behind me is wild Turkey. It's one of the golf courses kind of in that lake group, but like you'd be out there and you'd have a golf ball hit the side of the house. I can't tell you how many times we replaced siding and everything. It was fun.
Speaker 2:Oh geez, that's crazy. That's crazy. So I have Jeremy on, because I was looking you up a couple of times. You actually have booked some guests on our show also. I think that's how we originally kind of met up. Here. You have a company called Commander Brand. You wrote a book called Commander Brand let's talk about. Tell me about this, commander Brand, and I believe your wife is your partner.
Speaker 1:Yeah, so we started the company back in 2016, in 2016, cause I've I've had a podcast since 2014. The first go around wasn't so good, but the second one was in 2015 and we had people start asking for help and my wife's had a background in PR and everything. So we ended up starting this, this company, to to help people produce podcasts, and what ended up happening is we were working with a lot of busy CEOs and founders and one of the things we do in launch shows is put people on shows, so we ended up just focusing on that. We've actually, I guess, full circle enough now. You know, almost 10 years down the road, started actually producing podcasts again. Now it's kind of YouTube has kind of become big in the podcast world, but what we really do is we're a PR firm for the podcast space. We help shows to find great guests and great guests to find great shows.
Speaker 2:Awesome, yeah, and you're doing a great job. I've had, like I said, I'm pretty sure I had a couple of people on here that were from your company that we had on the show and it always went really well. And we're pretty picky. Now, too, hugo's really picky, I'll tell you. He doesn't let anybody get through the gate. He'll bust your kneecaps if you do. That's right, that's what he does, he's good at it. So yeah, so let's talk about this. You know, the podcast thing we were just talking about this a little bit before we went live has just gone crazy, and I didn't know any of the stats until I was looking at your website, your Command, your Brand website about you know, talking about where this has gone, and you mentioned what's happening right now since the election. What's happening right now since the election, and also it's been happening over some time. People are getting their information from podcasts because they're trusting that source more than any other source.
Speaker 1:So we're seeing actually it's interesting, brad it's like legacy media is kind of in its death throes and I think that this presidential election was a big piece of that, because you look at a lot of the larger channels where I guess you could say in the bag for one candidate and they tried to just kind of promote that and what ended up happening is we had another candidate putting all of his attention on podcasts and it was the groundswell of attention was really interesting than that. And I think also as well, even through the pandemic and everything, we saw people going to different sources for their information. Because I think what we've seen is legacy media is kind of and when I say legacy media I mean like television, newspapers, things like that. They've been the gatekeeper for a long, long time and they want to decide what you get to learn or what you get to know or what you get to know. And I think we're we're at this kind of interesting place in time now where you know whether it's Netflix or whether it's audible or whether it's podcasts, the user wants to go find the information for themselves from the particular person they want to get it from.
Speaker 1:And I think we're in this really interesting world now where and this stat was like two years ago but um, one episode of Joe Rogan is like more than the nightly lineup of most news stations. That's incredible. It of Joe Rogan is like more than the nightly lineup of most news stations. That's incredible. It's.
Speaker 1:We've really gotten to this place where legacy media is in its death throes, and I think that the interesting part about it, too, is they don't really understand what to do with podcasts. You and I were talking before we started recording here about how, how NPR basically tried to, you know, monetize and build the network, and what we're finding is it's really this independent world of creators that are figuring out how to get their own message out, how to educate and also how to monetize their message, which I think is a big piece of it as well, rather than networks coming out and building a studio and putting, you know kind of this whole structure around it, like they've done for media for years. It's kind of, in some ways, it's the wild west and in other ways, it's a lot of opportunity, man.
Speaker 2:It's kind of in some ways it's the wild west and in other ways it's a lot of opportunity. Man, yeah, it is incredible that you're saying when you said about Joe Rogan having a better following than some of these. You know these huge networks that are out there and I did just read that the Comcast is looking to drop some of these big shows because they're finding out that the people that are that are running them, that the actual there, the anchors, are not for some times not telling the truth and sometimes they're just not following what their audience is looking for. You know they always say in sales you got to know your audience and if you don't know what your audience is looking for or who your audience is, that can be damaging. If you're saying something completely opposite is that?
Speaker 1:that's a little that can be damaging if you're saying something completely opposite. Yeah, and it's interesting as well, because I had read, I think Rachel Maddow's salary was something like twenty five million a year, or you look at, it's really close to yours right.
Speaker 1:Yeah, I wish you're Caitlin Collins, I think on CNN makes like five million a year and it's just, it's just wild to me because you look at kind of I don't know, that's more like how a professional athlete is paid and it's I don't know that they're they're generating the numbers or attention or anything that a lot of these, these different things are.
Speaker 1:Um, you know, tim pool from from Tim cast IRL was saying recently that one of their streamed episodes that streams every every night at eight o'clock is more than the entire weekend of CNN. So it's like we're just kind of seeing people go a different direction and at the moment, legacy media doesn't know what to do, cause I know CNN, if you remember, tried to launch that CNN plus app and they couldn't get enough users to even make it viable. Because what's happening now is the user chooses and if the user likes it, it survives, if it doesn't crashes. And I think that's what's really interesting about this world we're going in, because if it's good content, you get to continue making it. If it's not, there's no one to consume it yeah, and we because you.
Speaker 2:It's funny when you think about years ago. It was all by the nielsen ratings. Remember the nielsen ratings? I don't know if you remember that's how the nielsen ratings.
Speaker 1:But even like you can get into radio ratings, that's a whole nother can of worms, yeah.
Speaker 2:But, but think about they used to actually call our house and say what show do you watch? Which news program do you watch? This is years ago, when I was a kid. I'm pretty much older than you, I know that but uh, but they would actually do that. And now it's instantaneous. We know this. Second, if who and who's watching the show, we know how many people are watching the show. So it's, it's you. You get that information so quick and and and if they want to turn you off, they'll turn you off. It's, there's a lot of choices. I mean, how many podcasts are out there right now? Uh, like as as an average? I mean, is it a hundred million? Is there 60 million? Is there 20 million? I mean, do you have any idea how many podcasts are?
Speaker 1:So this number's up and down, but it's somewhere around 3.5 million is about where we stand at the moment. But now the thing you have to consider is somewhere around. Once again, I haven't seen the. There's this annual report that comes every year that Edison Research does about the podcast world. So I haven't seen this year's yet, but it's around 20% of that 3.5 million that are actually active. Wow, now that means like producing an episode, like at least once a month, right?
Speaker 1:So that's about 80 percent of it that launch a show and either do five episodes or 10 episodes and then just kind of, you know, go on by the wayside. So it is a very, very large world but at the same time, if you think about it as an individual creator, you only have to fight with 20 percent of that three point five million. So if you do a good job and really service a particular market, there's a lot you can do with that. And what I find, brad, is a lot of people try to go way too broad. Everyone wants to recreate the Joe Rogan experience where they have these inside jokes with people they know and do these long conversations and for most people that's not going to work. You have to service a very particular market. You know whether it's. You know you're you're talking to people in the real estate world or you're talking to people in the sales world or the marketing world or whatever it might be.
Speaker 2:Or even look at my show. Um, you know we've changed a lot over the years and, dude, I'm talking about a lot of like history stuff. Now you know you're like the Roman empire guy. This is when I saw some of your shows. I'm like this guy knows his shit when it comes to the Roman Empire and I don't think I've ever met anybody that's that was really up on that.
Speaker 1:Well, it's like I've found a niche and I've. You know I've done a lot of different things over the years. You know we first when I think the thing that's tough with a podcast is a lot of times people think when they create this thing, it always has to continue to be the same thing, which isn't necessarily true. You know, the title can change, what you talk about can change and really over the years my show has grown and developed. When we first started, we talked more about, you know, lifestyle, design and entrepreneurship and stuff like that, but at the same time my interests have changed a lot.
Speaker 1:You know my, my master's degree is in Roman emperor worship and I tend to say the Roman empire because it makes it easier for people to understand. But I actually looked at like how the cult of Roman emperor worship started. So for me on my own show now, a lot of times I'm covering more historical subjects, Like we did an episode recently about how in before the American revolution, there was one of the Canadian colonies in Quebec. The way that they reacted actually caused part of what led to the French Indian War and the American Revolution. So I'm looking at a lot of these like really interesting historical subjects and trying to learn stuff about it. Or I just had on today's episode. We had Sean Stone, who's the son of director Oliver Stone, and we did an episode on one of their documentaries they put together. So I'm really trying to dive into historical subjects, man.
Speaker 2:Yeah, no, I think I. I think I saw part of that. I knew what you're talking about. That show, yeah, that's incredible. So the podcast thing, do you do we think that it's that it's going to keep going in this direction? Is it's no longer like we used to think? It was like a fad? Because I think at one point podcast took off, it kind of mellowed out and then all of a sudden it really took off again and I think it's on this trajectory that's like kind of crazy, uh, where even my parents are listening to podcasts. You know, I never thought I'd hear my dad say I was listening to podcasts of the day. I mean that's incredible, because that's a totally different generation.
Speaker 1:Well, I think also the thing people have to understand is, you know, going back to your, to your Nielsen rating things too, like if let's take a look at how how, for most of time before they went digital radio, did their stats. There was this thing called a PPM or a personal people meter. It's kind of like a beeper you kept in your pocket and you would click on it when you're listening to something.
Speaker 1:I remember that and take that small sample and multiply it by the population size of a city and be like, okay, our listening market is this many thousands or millions of people, which is wild, so they really don't know who's listening. So the thing that's different than because of that people are used to hearing these big, bloated numbers, you know, like this many million or this many tens of thousands. And the thing that's different with podcasts is you don't need a huge market to make an impact. You can have, you know, the right hundred people, the right thousand people, the right 10,000 people and you've got a really, really great either feeder line to your current business or business in itself. And I think we're seeing this become a piece of culture.
Speaker 1:You know, I'm seeing billboards for podcasts. I'm hearing people having conversations about podcasts. I know, even for myself, I get a lot of my sports from podcasts. Now I'm a huge Yankees fan, so there's I listen to Talking Yanks or the John Boy Media Podcast or Bronx Pinstripes. So you kind of really get to really dive in on these very particular topics and really be niche where it's not these broad topic shows anymore. And I think that's what we're seeing kind of in this, this world of new media Interesting.
Speaker 2:Very interesting. Yeah, and, and you know and I think I wrote down here when I was thinking about what got having you on the show was, I just are we. Do you think we're getting oversaturated, though, with podcasts? Is it to the point now where there's so many new ones? You know, cause we're talking about telling stories, but we're also talking about giving information. I think podcasts first started as just stories, but I think it's it's becoming an information source, to kind of like let's Google it, you know.
Speaker 1:Well, I think the thing you have to consider is there's a for a while, there's a lot of people trying to do like the same model, right? Um of you know we're going to have an entrepreneurship show and I'm going to talk to entrepreneurs and we're going to do it seven days a week or five days a week, whatever it might be, and, like you, don't really have an interesting angle. So I think, with where we're at now, you have to have a very interesting and individualized angle and, on a very niche topic, you can you can kind of do a one or the other there, right, um? So, for example, um, I listened to a Roman history podcast. I absolutely love that. Um, I, you wouldn't think that, right.
Speaker 2:I bet the guy's really old.
Speaker 1:He's from the he's from the Roman empire. He's about my age, surprisingly. But the thing you have to consider is you have to have service a very particular market and I think if you're going to do that, it's not going to be oversaturated. If you're going to try and do just what everybody else is doing like you know, the latest comedian launches a podcast and wonders why it didn't work it has to be servicing a particular market in a particular way, Otherwise there's going to fall on deaf ears, Right, and I think that's the thing to really consider.
Speaker 1:I think people try to approach podcasting like they approach social media. Then I'm going to take the same posts and put it on Facebook and Instagram and TikTok or whatever it is, and I'm also going to make a podcast about it. You know that that's not really what it is. You have to make a podcast for a very particular purpose or a very particular topic and, as you mentioned, it's an educational platform. People are coming to these things to learn something, so they're not here to like. Part of it is entertainment Don't get me wrong, Brad like you have to be entertained or people aren't going to listen very long, but a bigger part of it is there has to be information here that people are going to walk away with.
Speaker 2:That's so so true, so true. So let's so one of the questions too is there any? Do you find a lot of competition in the Roman empire propaganda stuff? They early. Do you find like, wow, is there a lot of them doing that, or are you kind of the one of the only ones that's doing that?
Speaker 1:So there's a, there's a few people doing it, but here's the thing I think I'll say is I'm not the smartest person in any room I walk into and because of that, I think that's actually a huge asset, because I take history and I make it make sense for regular people, and I think that's what you have to look at with your subject as well, like you don't have to know everything about it, you don't have to be the smartest person about it, but if you can make it communicate to people you know Kurt Cobain back in the days Nirvana used to talk about, if you're going to write a song, write it on a third grade level and it'll do really well. And I think that's what you have to really consider is you want to make something that communicates? I think very often people think they have to know everything about a topic. Do I know everything about Rome?
Speaker 2:no-transcript.
Speaker 1:It's called the Jeremy Ryan Slate Show now. We changed it about six months ago or so.
Speaker 1:And it's for the simple reason which is funny because I used to give people the advice don't. But what ended up happening, brad, is because I did all these Roman Empire podcasts, I started getting a lot more hits for my name, so I was finding people couldn't find my show because they were looking for my name. Yeah, and because of that, it was really just a search optimization thing, like what is the main search people are looking for? Like I'm I'm a tech guy at heart, so I'm looking at. You know what searches are landing on me? Um, you know what topics are people looking for on YouTube?
Speaker 2:These are different things I'm looking at to see how can I do a better job to help people find me? It's funny because we started out as a, the show was called real estate and you and it got to a point where we did the kind of the same thing was let's change it to my name just because people locally know me from being in real estate for 30 some years, and it was instead of trying to find the real estate podcast, which is a gazillion of them.
Speaker 1:You just search my name and now it pops up and it's pretty easy that way, so I get that From a personal brand perspective, it's really smart right, because you're giving people another way to find you, absolutely.
Speaker 2:Absolutely so this let's talk. I said that there's recent studies say there's over a hundred million Americans listening to podcasts each month. That number blew my mind. Uh, that that there's. I mean, that's like a third of America. I mean, how many is there? 400 million, there's like a third of the American of the United States is listening to podcasts.
Speaker 1:Well, we don't know how many people are actually here anymore, but anyway, we won't go there though.
Speaker 2:Oh my gosh, there goes the show. Hey, I used. I used to have a podcast until. Jeremy was on. I think we're we're on the same page. Uh, we just, we just don't want to go dig into that too much.
Speaker 1:The thing I would say, though, is I think it's become ubiquitous, right. It's gotten to a point where they're a part of people's daily lives, and I don't know about you. Like, I'm typically listening to a podcast when I'm getting ready in the morning. Um, most of the time, I'm not even listening to music at the gym anymore. I'm listening to a podcast. I think for a lot of people, they've become a part of their daily lives, and to think that, you know, at least a third, possibly more, of Americans are listening to podcasts, like that's a really big deal.
Speaker 1:It's not just this, you know, thing that's nice to have or nice to do anymore. It is something that it's a channel you have to be on, and, trust me, brad, in the coming years, it's only going to get bigger, because we're seeing media change. We're kind of in this. We're kind of at the beginning of the industrial revolution. That's kind of a nice way to put it. That's like kind of where we're at in time, whereas everything changes. You know, we're kind of at the, the epicenter of where it's going to change. This is a time where you have to get in and kind of like grab your place of ground, or you're going to get in too late yeah, and it's funny.
Speaker 2:You wonder if these big networks are actually scared shitless about these podcasts now, like the Joe Rogans and the even Ed Milet who does? I love Ed Milet. He's one of my favorite podcasts, actually. I listened to him pretty much almost three to four times a week and you know those things are so uplifting. And something he mentions all the time that I love is that we have never been in a time where you can listen to a podcast of a person that's very, very successful on his show and really hear and learn how they got to where they are, and you can hear Ed Milet dissecting them as a person and we've never had that. You could read their book, but you never had that front row seat into them actually talking about it and and and learning that way. It's just, it's a completely different situation.
Speaker 1:Well, the level of access is incredible. It even goes. It's even goes back to like just just the idea of free speech as well, because if you look at in in different points in history, like to have great conversations or have great discourse is how we get to better ideas, and throughout history you know whether it's in the Roman empire, one of these other areas speech was very controlled. It's been very controlled throughout history and we're kind of in this, this new world of we can have better ideas, we can have better conversations and we can shape better, you know better ideas and it's just something we could never do before. The ability to access people and ideas like it. It really is incredible and I think that's one of the reasons we're also seeing technology speed up so much, because we have so much more access to ideas to have a larger scope of people think on them.
Speaker 2:Yeah, it's amazing, totally amazing. Uh, so tell me about your company. Let's get into that before we wrap it up. Let's, let's. What do you do, like what, what's your company and how you know? Tell the audience. Maybe there's got to be people out there that are looking to start a podcast. I think everybody. I get probably four or five people every couple of months that say, hey, how do I start this, how do I do this, what am I doing, you know. So give us a little information about that.
Speaker 1:Well, there's two parts to what we do. The first is, as I mentioned, you know well what is the right market you have to communicate to and how do you communicate to them. And then we run them on a campaign over a year to help them be on the right podcast and get their message out, because really, what we've seen is a lot of people aren't thinking long-term enough with this and we used to run like shorter programs, like three and six months, and we just find, if somebody is really going to get the message out there and change hearts and minds, it's kind of more of a long-term thing. So that's our main program. In the last six months, we started producing podcasts again, which is funny because that's where we started. The advent of all this AI technology has made it so much more affordable to create a really great show for people. So we're doing that in addition to optimizing them for YouTube as well, because I think the world we're in right now, youtube is like the number one place for discoverability, so you just absolutely have to be there.
Speaker 2:Yeah, I agree with that. I agree with that. Youtube is just. It's amazing. I just switched over to YouTube TV. I got I'm getting rid of cable, I'm cutting the cord. I'm cutting the cord. I'm sick of it, too much too much money.
Speaker 1:I got my dad to cut cut direct TV not too long ago because they were paying like I think I don't even know how he was doing this, but he was paying like $320 a month for his direct TV.
Speaker 2:Mine's $300 a month. Yeah, and I'm done and we want and we're not a TV family. We hardly ever watch TV.
Speaker 1:I never understood how we get this. We cut him, that's all. It is Yep.
Speaker 2:What? Yeah, it's unbelievable, totally unbelievable. So, yeah, so is there anything else that you want to talk about or anything you want to bring up? We're going to wrap this up.
Speaker 1:Well, I would just say the thing people have to understand is this is kind of a time point in history where you got to jump in and start getting your own message out there, because a lot of times the I'm just going to wait until the media discovers me and gets my message out, and that's just not how it works. You have to be out there, continually banging the drum, continually building the message. There's a guy for years, guy Kawasaki, that's called himself a brand evangelist, and that's what you have to have to think of yourself. You have to be out there as an evangelist, getting your story out there, changing hearts and minds. And I think, with podcasts and with this kind of new media world we have right now, there is no better opportunity than right now to get your message out and actually communicate to real people and get communication back. And I think once you start to get that communication back from your market, it's like nothing else you've experienced before.
Speaker 2:I agree, man. That's awesome, very cool. I love what you're doing. I love, I love how you're building the brand for other people too. It's, it's amazing. So keep up the good work. We'll be talking to you again real soon. All right, there we go. All right, jeremy Ryan Slate, commandyourbrandcom. You definitely want to check him out. If you are thinking about doing a podcast, or you have a podcast and you need some help, or you want to have some PR work done for your podcast, this is the person you want to talk to. Jeremy Ryan Slate, like I said, commandyourbrandcom. That's where you're going to find him. All right, that's about it. Thanks for joining us.
