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Whether a podcast hails from an indie producer or big television company like A+E Networks, discovery is one of the biggest challenges. The obvious advantage the company that is home to networks like Lifetime, History and A&E has is the ability to promote its podcasts to television viewers. But the impact of those ads is not a guarantee to success according to executives.

Jessie Katz, VP of Audio Programming and Podcast for A+E Networks, told this week’s Digiday Publishing Summit that they are still trying to figure out what the right level of promotion is.

“We get a lot of airtime, with promos and bumpers and lower-thirds promoting our podcasts,” Katz said. But she said that on-screen promotion doesn’t always result in a lasting bump up in downloads. “We might see a 40% spike in listens after we promote a podcast on-air. That might peter out, but we’ll still retain maybe a 10-15% increase in listenership after that,” Katz said.

Digiday says Katz admitted that strategy does not always work, and so A+E Networks is still trying to figure out what works best. But he said one thing is clear. “Cross-promoting your podcast and other podcasts is still the most effective way to find a new audience,” Katz told the conference.

A+E Network has so far released 13 podcasts, some of which are companions to shows on its cable channels, while others are original series. Katz said the promotion is also a two-way street. “We always reserve promotional space on our podcast to promote our on-air initiatives and specials and premieres,” she said during the Digiday conference panel.

While it has a small in-house podcast team, A+E Networks has produced some of its shows with outside partners including Audacy’s Cadence13 and WNYC Studios. Katz said that has “supercharged” the television company’s efforts to expand into audio and find an audience for their shows, despite a need to share a podcast’s ad revenue.