5 Opportunities You’re Missing as a Radio Broadcaster Without a Podcast Production Strategy

Today’s radio broadcasters face a pivotal choice: evolve or risk irrelevance. While traditional radio remains powerful, listeners increasingly expect on-demand content that fits their busy lives. According to The Infinite Dial 2024 by Edison Research, 47% of Americans aged 12 and older have listened to a podcast in the past month, marking a 12% increase from the previous year. Additionally, 34% have tuned in within the last week, up 10% year over year.  If your station hasn’t implemented a robust podcasting production strategy, particularly one powered by AI solutions like Futuri POST, you’re leaving significant opportunities on the table.

Let’s explore the five critical opportunities you’re missing without an AI-driven podcast strategy.

1. Capturing the “Second Listen” Audience

Your broadcast content may be compelling, but what happens when listeners miss your morning show or drive-time segment? Without on-demand options, that content and its potential value simply disappear.

AI podcast production tools like POST automatically transform your broadcast audio into podcasts, making your content available to listeners who couldn’t tune in live. This “second listen” audience represents a massive untapped market that competitors are already serving.

You don’t need more content—you need to maximize the content you already create. POST helps you work smarter, not harder, by automating the conversion process.

2. Unlocking Critical Revenue Streams

In an increasingly competitive advertising landscape, radio stations need diverse revenue streams to thrive. Without podcasts, you’re missing out on:

• Flexible ad insertion opportunities (both station-sold and programmatic)
• Targeted advertising based on listener demographics
• Extended ad lifespans beyond the initial broadcast
• Sponsorship opportunities specific to podcast content

The surge in podcast listenership is particularly notable among women. The same Infinite Dial 2024 report indicates, 45% of U.S. women aged 12 and older have listened to a podcast in the last month, up from 39% in 2023. Additionally, increases in the number of monthly and weekly podcast listeners are seen across all age groups. This growing and diverse audience offers radio broadcasters new avenues for targeted advertising and sponsorships

POST’s automated ad insertion capabilities let you maintain existing revenue relationships while opening doors to digital advertising budgets you currently might be missing out on.

3. Maintaining Listener Loyalty

The harsh reality? If you’re not offering your content as an on-demand podcast, your listeners will find similar content elsewhere. Every day without a podcast strategy means potential listeners are forming habits with your competitors.

A Texas TV station using POST doubled their podcast audience and downloads in just one quarter. That growth represents listeners who might have gone elsewhere if the station hadn’t implemented an effective podcast strategy.

Read more about that story here.

4. Capturing More Ratings Points

Most broadcasters don’t realize that podcast listening can actually boost your ratings, but only with the right technology. With most generic podcasting tools, you’re:

• Missing out on additional rating points from on-demand listening
• Losing Nielsen measurement data when content moves to digital platforms
• Disconnecting your digital strategy from your ratings goals
• Failing to capitalize on extended audience engagement

POST uniquely maintains Nielsen’s Portable People Meter (PPM) encoding throughout the podcast conversion process, ensuring your on-demand listening contributes to your station’s ratings. This means every podcast listen potentially improves your Nielsen numbers—something standard podcasting solutions simply can’t offer.

Ratings still drive revenue. POST ensures your digital strategy strengthens your ratings story instead of competing with it.

5. Maximizing Valuable Staff Time with an Automated Process

Perhaps the most overlooked opportunity cost comes from inefficient content workflows. Without an automated podcast production solution, your team is likely:

• Spending multiple hours manually editing broadcast content for podcast use
• Wasting time navigating complex publishing processes across multiple platforms
• Spending power hours on repetitive technical tasks instead of content creation
• Struggling with licensing issues for images and supporting content to deliver a professionally branded podcast

In one click, POST automatically publishes to platforms like Spotify, Apple Podcasts, and YouTube, eliminating these inefficiencies, and freeing up your team’s time to focus on what they do best; creating compelling on-air content.

The Solution: Implement a Podcast Strategy with POST

AI isn’t coming, it’s here. Leading broadcasters are already using POST to transform their digital strategy with minimal effort. The platform’s intuitive editing tools and licensed image library make podcast creation accessible to your entire team, regardless of technical expertise.

Your goals drive our innovation. We understand the unique challenges radio broadcasters face in today’s media landscape, and we’ve built POST specifically to address those challenges.

Don’t let another day pass without capturing these opportunities. Your content deserves to reach its full potential audience, and your station deserves the revenue and growth that come with an effective podcast strategy.

Ready to learn how POST can transform your station’s digital presence?