(Podcast Interviews)
By Brian Kaufman
I don’t know about you, but podcasts are one of my main media digestibles. Want to know about the latest hullaballoo in reality TV? The Ringer’s An American Scandoval could be your cup of tea. Need help to get a handle on the constantly shifting youth culture? (No age jokes, please) The Popcast covers whatever is happening in the music industry.
Murder, music, politics or Pad Thai. And books. There is a podcast for it. They are new-timey radio shows you don’t need a radio to enjoy. (Does anyone have an actual radio these days outside of our vehicles?)
As popular as podcasts are, they’re a relatively new institution. In 2003, David Winer, the pioneer who invented the RSS technology that helped create the blogosphere, talked Chris Lydon, radio journalist and writer, into recording in-depth interviews on politics for distribution through the aforementioned RSS technology.
Originally called an audio blog post, the recordings are digitally independent and available across all internet mediums. Guardian writer Ben Hammersley coined the term podcast a year later by combining iPod, quickly dominating the ranks of MP3 players, and broadcast. Voila! Podcasts were considered an odd mix of pirate radio and public television. No one understood them.
But in 2005, Steve Jobs, a pioneering, odd duck on his own, declared podcasts to be the next generation of radio with ten times the reach. He announced Apple’s support of the podcast platform. By 2016, Apple saw more than 10 billion podcast downloads and they currently offer more than 500,000 podcasts on iTunes.
A podcast is a finished digital file available online for people to listen to or download. Most podcasts are audio, though some have a video component as well. Because they are typically free and the entertainment is niche material that’s hard to find elsewhere, podcasts have become extremely popular. Production costs may be underwritten by a corporation or supported by subscriptions and advertising.
Many podcasts use a radio show format—a casual conversation that digs into a subject without interruption or distraction. Guests prone to verbal fumbling (“uh” and “like”) can be edited to sound more coherent (a personal blessing).
I started listening to podcasts in 2008. My work in-progress at that time was a horror novel (Dead Beyond the Fence). Retail bookstores had been phasing out horror sections. Marketing horror had become an Internet endeavor. Horror podcasts seemed like a new, unexplored opportunity for book promotion.
Three early horror podcasts included Desmond Reddick’s Dread Media, Corey Graham’s Midnight Podcast, and Tony and Ted’s (no last names!) Horror Etc. Podcast. Because my WIP concerned zombies, I focused on Graham’s podcast. I became a contributor, writing reviews with a horror-related title or label for a six-pack. (I wrote more than fifty and some of the podcast’s followers are now my friends on Facebook.) Both Graham and Reddick provided cover blurbs when my zombie novel was published. Reddick is the real podcast road warrior, with an uninterrupted string of weekly podcasts since 2008.
Later, I discovered podcasts that deliver writing advice. I still listen to them.
When I began marketing my new novel, A Persistent Echo (not horror), I decided to make author podcasts a focus. I had an upmarket book meant for book lovers. My target audience listens to book-centered podcasts.
Getting Started
When you search “appearing on podcasts,” Le Google will provide several paid services. For what it’s worth, I use Padverb.com, a service that connects you to topical podcasts. You can also contact podcasters directly and pitch an appearance.
COVID spurred a revolution in the mechanics of being interviewed. So far, the podcasts I’ve done use Zoom-like platforms. Some include the video. Some shoot video but only post audio. Either way, I have advice for your appearance. Some of this runs contrary to the usual dynamics of public speaking, so it’s worth mentioning:
- Focus on Your Purpose: You are a guest to sell your book. Mention the title. Give exciting background information. Don’t spoil the ending.
- Podcasts are Asynchronous Communication: You’re not live. Recordings will be presented online at a later date. Mistakes don’t have to throw you off balance—they can be edited out. Less pressure on you.
- You Can’t Read Your Audience: Unlike a live presentation, you cannot judge the audience’s reaction. For this reason, you should research the podcast’s target audience and tailor your presentation to that audience. If information is unavailable online, I email the host and ask about the show’s audience.
- Research the Technology: A technical glitch will throw you for a loop. Avoid that by familiarizing yourself with the tech. The host will usually send you a link for the interview broadcast day. I check it out ahead of time. I use my iPad for interviews. I’ve loaded it with the applicable apps. I’ve tested my camera and my iPod microphone. If you use a laptop, test that camera and mike in advance. A higher quality of microphone might be a worthwhile investment.
- Research your Host: A podcast is a conversation. If I’m talking to someone, I don’t just talk about me. The discussion would be better if I discovered some connections in advance. I also provide the host with information. At a minimum, email the host and ask about the interview questions. I also provide a bio and a PDF of my book.
- Rehearse your appearance onscreen: Don’t sit with your back to a window—the light can turn you into a silhouette. Make sure the room is well-lit. Shadows are a distraction. Minimize potential distractions. (I arrange a sitter for my very vocal dog.) It’s a good idea to test selfie to see how your space appears on camera.
- Rehearse your body language: In a live presentation, you’re advised to move around and use gestures for emphasis. On a Zoom call, the opposite is true. Movement is a distraction. Find a relaxed position (no slouching!) and stick with it.
Oh yeah, relax and have fun. Easier said than done. My secret? Like anything else, I get better with practice. My first interview (with Karen Osbourne, a lovely, patient lady who posts both audio and video) was a mess. I fidgeted (remember to rehearse your body language), and she stopped the recording.
“Brian, what are you doing?”
I told her I was being dynamic. Luckily, she started the interview over!
My most recent interview was with True Fiction. The hosts told me to expect 20-30 minutes. But then, we got to talking. Fifty minutes, moving from my book (I did remember to mention it!) to graphic arts, music, and movies. I relaxed and had fun. The experience was exhilarating.
Consider podcasts as one more tool in your marketing toolkit. And remember those billions of downloads. Some of them could be yours.
Writing Heights Writing Association The Writer’s Forge
Best Podcasts for Aspiring Authors
And here’s a list of the best shows on which to be booked:
The Writing Bug 