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Podcast Ad Firm Formed by Top Media Sales Execs

Brandon Contes

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Podcasts are no longer “the future,” but generating consistent advertising revenue through podcasts hasn’t caught up. A new sales company is looking to change that.

Crossover Media Group Sales is a startup of veteran media sales executives targeting podcasts and over-the-top platforms to offer advertising sales representation.  The company’s three managing members are Scott Calka, Sue Freund and Ron Hartenbaum.  Calka has worked in advertising sales for Madison Square Garden, Comcast Spotlight, Fox Sports and DirecTV.  Freund spent a decade as VP of sales for the Western Region of SiriusXM and Hartenbaum’s credentials include serving as the VP of Sales for Westwood One.

“There is a strong and surprisingly un-tapped market for advertising to support personalities and brands seeking to maximize revenue potential across all the platforms available to them,” Freund said. “If you have an audio presence, we can be your video partner. If you have a video brand but have had difficulty breaking through the clutter, we can help. We understand cross-platform branding, promotion and monetization, and how to serve the needs of content providers, media buyers and brands alike.”

According to the Interactive Advertising Bureau, $314 million was invested in podcast ads in the United States last year.  That number is an 86% jump from the previous year, but still a small fraction when compared to the advertising dollars collected by mainstream media platforms.

Advertisers spent $68.5 billion on TV ads, $22.8 billion on internet search ads, $39.9 billion on Facebook and $17.6 billion for radio.  The IAB predicts podcast ad revenue will jump by another 110% over the next three years, bringing the amount to $659 million.  Considering the amount of hours consumers spend listening to digital audio, even at $659 million, the medium’s advertising revenue is miniscule.

Advertisers have hesitated to invest in podcasts for a number of reasons.  Their goal is to create an ad that will be placed in front of a large audience, but podcasts are consumed through a variety of devices at different times, making it difficult to track listenership.

Part of the reason podcasts gained popularity is because advertisers weren’t spending money on the platform.  A 15 or 30 minute podcast offers 15 or 30 minutes worth of content whereas 60 minutes of a terrestrial radio show might contain commercials for 25% of the hour.

Podcasting today is a credible medium with popular shows that deserve advertising investments.  Crossover Media Group Sales will work to bypass advertisers’ hesitations and monetize the platform effectively.

Brandon Contes is a freelance writer for BSM. He can be found on Twitter @BrandonContes. To reach him by email click here.

Sports Online

Dan Le Batard: ‘Does Sports Media Care if Interviews Are Done Well?’

“An exclusive interview with Ja Morant, who hasn’t talked to anybody after his controversy, is going to get eyeballs, so it doesn’t matter how good it actually is.”

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Mike Greenberg had praise for Jalen Rose this week. He said that no one but his ESPN colleague could have handled the interview with Ja Morant that has been airing on the network. Dan Le Batard has the exact opposite opinion of what he saw.

“What I saw was soft and didn’t seem to serve anybody except ESPN,” Le Batard said on his Thursday show. “This seems to be a lot of people around the economy of basketball and Ja Morant orchestrating an interview so Ja Morant can move onto the next stage of his branding.”

Whereas Greenberg thought the shared experience of an NBA career made Rose more likely to get answers from Morant, Le Batard said it created a problem. He accused Rose of letting Morant get away with using “talking points” in lieu of answering any actual questions about the string of erratic behavior and disturbing incidents the Memphis Grizzlies star has been involved with.

It wasn’t the only interview that Dan Le Batard pointed to. He noted that Pat McAfee’s interview with Aaron Rodgers may have drawn an audience of nearly half a million, but very little substance was offered.

“Does anybody in the audience, in sports fandom, or even, at this point, in sports media companies, care in a real and legitimate way whether the interview is done well or not?”

He added that the standard has changed for these interviews because the goal has changed. They are no longer about journalism as much as they are about branding, particularly in the case of ESPN’s exclusive interview with Ja Morant.

“An exclusive interview with Ja Morant, who hasn’t talked to anybody after his controversy, is going to get eyeballs, so it doesn’t matter how good it actually is,” Le Batard concluded. “All you need, if you’re the media partner, is please get me the famous guy to sit down.”

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Sports Online

Jomboy, Aaron Boone Partner For Weekly Podcast Appearance

“I thought it was a really interesting opportunity, and a cool idea. These guys have been innovators in this business and they’ve built a massive, young following.”

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It isn’t unusual for a professional sports team to partner with a local radio station for weekly interviews with team personnel. Even though Jomboy Media is a digital outlet, it didn’t stop the company from inking a deal to have Yankees manager Aaron Boone on one of its signature podcasts.

In a move announced Thursday, Jomboy Media has signed a deal for Boone to appear on its popular Talkin’ Yanks podcast — hosted by founder Jimmy O’Brien and Jake Storiale — once a week throughout the baseball season.

“I thought it was a really interesting opportunity, and a cool idea. These guys have been innovators in this business and they’ve built a massive, young following,” Boone told The New York Post. “I think Jimmy and Jake are both really good guys. And they’re passionate about what they do, and they love the Yankees. And, sometimes they’re a little misguided and it’s my chance to set the record straight every now and then.”

Previously, Boone had a weekly spot on 98.7 ESPN New York’s The Michael Kay Show, which reportedly paid him six figures.

“It’s going to be really fun and it kind of goes with the changing landscape of media,” O’Brien said. “The fact that two fans can create a show and in five years get to the point where they get to ask questions to the manager of the Yankees and bring whatever insight we can get out of that to our audience — it is pretty wild, a little surreal.”

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Sports Online

Sports Media Reacts to Aaron Rodgers Telling Adam Schefter ‘Lose My Number’

“Here are some of the best responses from Schefter’s sports media colleagues to the tweet.”

Jordan Bondurant

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Quarterback Aaron Rodgers appeared on The Pat McAfee Show on Wednesday and revealed that if he gets his way, his time with the Green Bay Packers is done. He intends to play for the New York Jets in 2023.

Rodgers told McAfee that the hang-up lies with Green Bay, which is trying to determine the appropriate compensation for trading for a first-ballot Hall of Famer.

Rodgers also revealed that he had an interaction with ESPN NFL insider Adam Schefter. Schefter, who was obviously digging as much as he could to get the scoop on what was going on with Rodgers’ future, texted Rodgers trying to confirm the information he had.

“I didn’t respond to Dianna Russini I think her name is,” Rodgers said. “But I would say the same thing that I told Schefty. Lose my number. Nice try.”

Upon hearing Rodgers’ account, Schefter followed up with a screenshot of Rodgers responding exactly how he said, and that sent social media into a whirlwind.

Here are some of the best responses from Schefter’s sports media colleagues to the tweet:

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