The 2019 New Yorker Festival – Terry Gross Talks With David Remnick (Photo by Brad Barket/Getty … [+]
“Fresh Air” started as a radio show at WHYY in 1975 and was picked up by NPR 10 years later. The influential series has established a high standard for interview-based programming. As we’ve entered the podcast era, its influence on conversation shows resembles the impact of another NPR series, “This American Life” which has shaped nonfiction narrative storytelling for audio. It’s no coincidence that these two programs defined NPR in the minds of millions and shaped podcasting.
It’s been an impressive run so far. The program won a Peabody in 1993 and Terry Gross has done over 13,000 interviews in her career. This success can be a valuable lesson for marketers, who should try to form a deep and authentic connection to their audience while staying true to their brand. Here are some helpful insights that one can gather from listening to the show.
Terry Gross Is Earnest
One thing that sets Terry Gross apart as an interviewer is her earnestness. She’s frank and vulnerable, which takes courage. As a result, her guests are unguarded and so much more insightful. Marketers can learn from this by producing authentic and transparent podcasts. And it’s not just about how a host conducts an interview; authenticity comes through in other aesthetic choices like music and cover art.
Meticulous Research
Each guest on “Fresh Air” is thoroughly researched and put on a pedestal, which makes the experience richer. It’s like sitting in on a private conversation. This attention to detail and preparation can level up an otherwise mediocre series. Everyone should strive to thoroughly research their guests and topics before recording a podcast. There’s no justification for being lazy with interview prep.
Diverse Guests
“Fresh Air” has a range of guests from different sectors of public life, which can be a liability for a content marketing campaign, which should most likely focus on a niche. However, this approach allows people with varied interests a way into the content as they fall in love with Terry Gross. (She’s so calming!) Marketers can learn from this by making an effort to capture a broad audience while staying true to their brand.
High-Quality Production
The audio production on “Fresh Air” is excellent. Everyone sounds like they’re either in a studio or have been shipped a microphone, making the experience easier to digest. Marketers can learn from this by investing in high-quality equipment and taking the time to discreetly edit their podcasts for maximum impact.
Weekly Best Of Episode
“Fresh Air” has a weekly best-of episode where they re-run interviews to squeeze a little extra juice out of the lemon. This is a basic lesson, but it’s worth underscoring in this context. Repurposing content by finding creative ways to repackage it for anyone who missed it the first time is essential when growing an audience.
What Not To Take From “Fresh Air”
While “Fresh Air” should be a source of inspiration, there are a few things that marketers shouldn’t imitate. A barebones production style only works when you have a seasoned interviewer like Terry Gross. The program is just one big spotlight on her and her guest, and it would be a disaster if she couldn’t carry the show. Odds are your CEO can’t carry an interview like Terry Gross.
Additionally, the cover art, like most things NPR, taps into a normcore aesthetic that was never intended to be hip and yet it’s become fashionable over time. My recommendation would be to style something more intentionally. Cover art shouldn’t age well like a vintage, or be accidentally good.
Finally, while Dave Davies is a strong interviewer, he’s not Terry Gross. Podcasts are all about intimacy and emotional attachment. No offense to Davies, but I’m always bummed when he fills in because I enjoy Terry Gross so much. This is not an evaluation of him. I’m sure he’s a nice guy. It’s a reflection of how great Terry is!
“Fresh Air” offers valuable lessons for marketers looking to create engaging podcast content. One could do a lot worse than drawing inspiration from Terry Gross’ earnestness, meticulous research, diverse guests, and high-quality production.
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