Tom Webster is the Senior Vice President at Edison Research, where he focuses on consumer insights, podcasting, and data.
Tom Webster, SVP of Edison Research, describes his job as "telling the stories of numbers." He definitely make numbers come alive, and he's a great storyteller overall. So you’re generally okay with Tom as your guest if you didn’t discuss podcast topics in advance. My industry acquaintance may be self-effacing, but he has a steel trap mind for the insights Edison regularly uncovers about all things audio, and he shared quite a few in our ad hoc but fascinating conversation for  Insider Interviews. The custom market research company helmed by Larry Rosin may be best known as the sole providers of exit polling data during U.S. elections, but Tom is best known for his big research reveals on webinars (now Zoom presentations) or at conferences. Research junkies lean in to hear which platform has the biggest “share of ear” and how differently are consumers engaging with Alexa. Basically, he’s the go-to guy for sharing and interpreting our evolving involvement with radio, podcasting, voice...even IoT and our social media habits. As Tom describes it, “I make sure that the data that we collect on behalf of our clients is understood contextualized, put into action and valued, and that people come back for more.” Here’s what’s “more” about Tom and a topline of our discussion: Little known fact? Tom likes words as well as numbers. This former English Lit professor is also the principal author of some widely cited studies and the co-author of The Infinite Dial, America's longest-running research series on digital media consumption, and The Mobile Commerce Revolution. In Episode 16, Tom shares some insider scoop from Edison's audio research – and his considered POV on the current state of radio broadcasting and the growth of podcasting (including some tips that can help you grow your own podcast). [00:01 – 03:25] Opening Segment More about Tom Webster, his role in Edison Research and a moving from academia to a marketing career [03:26 – 17:20] The Insider Scoop on Audio Research About Edison Research's broader offerings – like that exit poll and vote count data – and Tom’s area of focus: Audio More insider scoop from Tom WebsterVoice vs. Audio The growth of "smart speakers." Where are we – if anywhere -- with an FM chip for mobile phones? The general state of radio The uptake on podcasting (Joe Rogan notwithstanding) Tom talks about some Edison partnerships (and E.B. held back “insider” jokes about her old boss, John Rosso of Triton Digital!) [17:21 – 25:40] Diverse Voices The diversity in podcast listeners and podcast content Growing your podcast in today’s competitive market: Having a distinct voice Showing your unique, distinct point of view How Tom is sharing HIS unique POV, via his own newsletter I Hear Things [25:41 – 31:27] Closing Segment Tom's go-to resource gathering platforms Feedly Twitter The Tom and Tamsen team: "freenoting"with his wife, Tamsen Webster Final thoughts     E.B. and Tom on the first (last?) VOICE panel at CES 1/20 Resources Mentioned: Find Your Red Thread with Tamsen Webster The Top 30 U.S. Podcasts Q2 2020 article by Edison Research Podcast Consumer Tracker The Joe Rogan Experience National Public Radio iHeartRadio TuneIn The Infinite Dial Triton Digital The Smart Audio Report The Spoken Word Audio Report Latino Podcast Listener Report Lake Wobegon Effect You can connect with Tom on LinkedIn and Twitter. Subscribe to his I Hear Things newsletter. Listen to The Freenoter with Tom Webster and Tamsen Webster. Follow Edison Research on Twitter, LinkedIn, Facebook, and Instagram. You can also visit their website https://www.edisonresearch.com/ Please share the podcast if you liked this episode, and Follow Insider Interviews on Twitter, Instagram, and Facebook. And reach out to be considered for an episode -- or suggest questions or a guest --...
Tom Webster is a Senior VP at Edison Research. There are a few spots on our company calendar we circle in anticipation of Tom. It's either a data release for Edison's Share of Ear, an Infinite Dial Study, or an address at Podcast Movement. This month we would have heard Tom at PM20 but with 2020 being as it is, this episode will have to serve as our fix.In this episode you will hear about some of the differences between Canadian and U.S. radio listening habits, our discussion around Pandora being unavailable in Canada, and the effects the CBC is having on our listening. We also get into podcasting's growth and what's ahead for an industry closing in on $1 Billion in ad revenue. We also revisited two of Tom's talks from Podcast Movement and discussed if your podcast needs to be in places beyond the RSS feed and if enough mainstream content is being created to satisfy America's podcast appetite. Finally Tom offers lots of advice for the independent podcaster who might be feeling the squeeze from large podcasting creators occupying most of the discovery space.We mentioned that Tom has a newsletter worth signing up for called I Hear Things.There's also more about this episode on our website, including links to the shows Tom made mention of in the podcast.Please support our sponsors including:PromosuiteThe NLogic Services DivisionMatt Fogarty VoiceoversJustin Dove at Core Image Studios
Todd Cochrane CEO of Blubrry Podcasting and Rob Greenlee of Libsyn is joined by Tom Webster SVP of Edison Research to discuss his recent newsletter. We cover a variety of topics but also why the podcasting space needs an advocacy group to promote the podcast medium as the radio industry has. Some very insightful conversation. … Continue reading Guest Tom Webster #385 → The post Guest Tom Webster #385 appeared first on New Media Show.
On this episode, Tamsen and Tom revisit the COVIDCABANA and look at how to adapt your content to the virtual world now that we have no stages to speak from! We will look at how the very talented Vinh Giang has upped his virtual game and evolved his offerings, and we will celebrate the beaches we aren't visiting with a refreshing Mojito. Show Notes: MC SKAT KAT: https://www.youtube.com/watch?v=xweiQukBM_k The world's biggest lazy river is in Texas because of course it is: https://www.youtube.com/watch?v=Wja0ljaC3lM Vinh Giang: https://www.vinhgiang.com/ The Mojito: Muddle 8-10 mint leaves with a tablespoon of simple syrup at the bottom of a highball glass. Fill with ice, and add 1.5 oz. of rum unless you are still in quarantine, in which case go on ahead and double that. Top with soda water. Muy refrescante.See omnystudio.com/listener for privacy information.
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Creator Details

Episode Count
114
Podcast Count
15
Total Airtime
1 day, 3 hours
PCID
Podchaser Creator ID logo 756660