Compiled by Tess Connery and Jasper Baumann
Behind the blood spatter on Crime Insiders: Forensics
LiSTNR has expanded its suite of Australian crime podcasts with a new breakthrough podcast series, Crime Insiders, that takes audiences beyond true crime and into the real experience of those trying to solve crimes and analyse crime scenes.
Crime Insiders: Forensics is a twice weekly podcast hosted by crime author, screenwriter, and former general practitioner with a forensic focus Kathryn Fox.
Podcast Week’s Tess Connery caught up with Fox to chat all things Crime Insiders: Forensics.
Crime Insiders: Forensics came to be after Fox was asked to join the time by LiSTNR’s head of factual and drama, Jennifer Goggin.
“Jen Goggin has a really big interest in true crime and fiction, and I was approached by them – given my background in as a medical doctor and crime author – and they asked if I’d be interested,” said Fox. “When I found out what I was about, I was really excited because forensic science and forensic medicine is a really big interest of mine. In fact, some of the people we’ve interviewed I’ve done for courses with!”
Covering everything from blood spatter to disaster victim identification, Crime Insiders: Forensics will leave no stone unturned when looking at the latest in scientific breakthroughs.
“The new advances in science are incredible, and even hearing about maggots – that they can actually contain the DNA of the victims and possibly the murderers – that’s pretty exciting that they are what they consume. When you look at things in a different way, the possibilities are endless, particularly for assisting with solving crime and trying to determine scientifically on the evidence base, what actually happened and who was likely to have done it.”
When asked what it is that she’s looking for in her guests on the podcast, Fox says that it’s “people who are passionate about their job and people who show humanity in their work,” which has resulted in a particular common thread.
“That’s the thing that has struck me the absolute most – guests are often dealing with the very dark side of life and death, and yet they are honour bound to the victims. One said she’d be the last doctor a person will ever be examined by. They take the work incredibly seriously, but also the respect for the victims and victims families is paramount.”
With the ethics of true crime having a spotlight shone on them recently, Fox is working to remove the romance around the genre.
“For me, especially as a doctor, there’s nothing that I want to do that will glamorise crime, I don’t want to click bait gore or anything gratuitous related to that crime. When I interviewed Jo Glengarry, who is a forensic pathologist, instead of focusing on the crime aspects, we actually spoke about what she did that day, her involvement, where she was when she got the call, and then how she felt at the end of the day after she’d done the autopsy.
“I think that gave us a great insight into the crime and its ripple effects through the community. We often think of victims’ families, but there are also the lawyers, doctors, prosecutors – there are a lot of people involved in a crime who are deeply affected, often for the rest of their life.”
Fox says that she hopes when listeners tune into Crime Insiders: Forensics, they find the answers that they’ve been looking for whilst listening to other crime stories.
“I hope they’re getting questions answered that they often think through a podcast, but those questions aren’t asked.
“It’s really interesting to me that when I’m listening to podcasts or documentaries, or any of those things, I often have all these questions in my head. Now I get to ask them. From the comments I’m getting from listeners, they’re really appreciating those questions being asked.”
[Listen to Crime Insiders: Forensics here]
Decoding success: How these two branded podcasts made waves in Australia
By Adam Jaffrey
Amidst the ever-evolving realm of marketing, branded podcasts have emerged as an effective channel brands can use to deepen connections with their target audience.
This is especially true in Australia where we lead the world in overall podcast listening, beating out the U.S., Canada and the U.K.
As more and more brands consider starting their own podcast, it’s worth exploring successful examples and extrapolating how they were able to attract a loyal audience.
Adam Jaffrey
Example #1: Beyond the Farm Gate
Basic info about the show:
Name: Beyond the Farm Gate
Produced by: Rural Bank (a division of Bendigo and Adelaide Bank)
Type: An interview-style podcast
Duration: 20 to 30 minutes
Rural Bank’s goal for this show was to position themselves as a thought leader in the agriculture industry. They’ve done that by creating a show which features farmers who’ve survived challenges like fire, flood, and drought; as well as farmers who run innovative and unique agribusinesses.
They’ve been consistently producing episodes for more than 18 months. Over that time, their audience grew to several thousand listeners, garnering over 1.7 million engaged minutes of listening time and dozens of 5-star reviews.
So what made the show successful? Simply put, they were able to find great guests with interesting stories which talked about real challenges many Australian farmers can relate to. The combination of useful insights and deeply personal stories is what kept people listening and coming back more.
You can listen to the show here.
Example #2: Tech Cetera
Basic info about the show:
Name: Tech Cetera
Produced by: Ericsson
Type: An interview-style podcast
Duration: 20 to 30 minutes
Ericsson’s goals for this show were to present the brand as a technology leader in Southeast Asia by discussing topics at the intersection of technology and culture. The show features interviews with two expert guests each episode who unpack controversial and unique topics like: why diversity and inclusion matters, how to create sustainable technology, and what does the future hold.
According to their internal team, the show was the best-performing new media channel ever launched by Ericsson. Furthermore, the show won the ‘Best Podcast’ and ‘Best Branded Journalism’ awards in the SABRE Awards 2022.
What made this show work was a combination of a great host, interesting topics and guests, and professional editing. Since the podcast was aimed at a tech-savvy audience, they’ve put extra effort into polishing the podcast during post-production and using elements like custom music transitions to carry the interview and keep listeners engaged.
You can listen to the show here.
The ingredients for a successful branded podcast
I’ve had the privilege of working with both start-ups and global brands who want to succeed in the podcasting space. While having a well-known brand name certainly gives you a better starting position — without authenticity, storytelling, production quality, and consistency — you’re not going to see a good ROI.
People can smell when you are not being authentic. And we hate being sold to. That’s why successful branded podcasts transcend the boundaries of overt marketing and opt for compelling narratives that resonate with listeners’ emotions.
While a great story is important, it is going to fall flat if people have trouble hearing you or your guests. Many brands will turn to professional podcast production to elevate their brand image, as well as get expert guidance on the project in general.
Last but not least, as with most content-related efforts, success doesn’t come overnight. Some of the biggest podcasts in the world are also some of the longest-running shows. And that is probably the best argument for consistency anyone can make.
Adam is a multi-award-winning podcast producer who has been podcasting since 2009 (before Serial launched!). With 14 years in the industry, he has extensive experience and specialist skills in podcast production, marketing, and growth. Adam is the Strategy Director at Wavelength Creative — Australia’s leading podcast production and growth agency — where he oversees all new show development for their diverse range of clients.
“Everything is just not black and white”: The layers of Jack Laurence’s Wanted
Jack Laurence’s new podcast Wanted sort of is and isn’t what you think it is.
From the mind behind the Aussie success story, One Minute Remaining, Wanted features Laurence interviewing intriguing people who have been – or are currently – wanted by authorities in connection with alleged criminal activities.
From a former MI5 officer who leaked government secrets to someone who says he was once a hitman for a Panamanian drug cartel, the show has an eclectic, eccentric cast of characters that all share a similar conundrum.
Mediaweek’s Jasper Baumann sat down with Laurence to discuss his new podcast and how storytelling subverts listeners’ expectations in more ways than one.
LiSTNR executives feature in a new podcast trade campaign
LiSTNR executives will feature in a new podcast trade campaign for the first time ever, bringing the famous classic band t-shirt meme to life to reinforce the power of personalisation and how it sits at the heart of what LiSTNR podcasts deliver.
The campaign will hero 18 LiSTNR staff from across the business who are passionate about podcasts and want to share their personal blend of podcast favourites. Whether it’s Hamish & Andy & Morbid & The Howie Games, or Hamish & Andy & 7am & KICPOD, every person has a unique blend of podcast preferences, and the ads conclude with the line “LiSTNR. Where reach gets more personal.”
While 8 million podcast listeners have LiSTNR in common, each is unique in terms of the genres and title combinations they are drawn to and captivated by. Personalisation is part of LISTNR’s DNA, and it’s what makes audiences come back for more, time and time again, as evidenced by LiSTNR’s 145% audience growth* in just one year.
In the world of audio, podcasts are recognised as the most deeply personal, intimate and immersive audio experience that listeners can engage with and offer unparalleled brand engagement.
Queensland and The Peers Project partner to launch accessible travel podcast series
Travel should be accessible for every ability. To help us all get there, Queensland has partnered with The Peers Project on a new podcast designed to enact meaningful change for the tourism industry and travellers with a disability. Accessed That is available on podcast players now.
The Accessed That podcast explores what it’s really like to travel while living with a disability. The aim is to both educate the tourism industry about the specific needs of guests living with disability, while at the same time, inspire travel without limitation.
Driving the conversation each week is Oliver Hunter, award-winning standup comedian living with Cerebral Palsy, and Karni Liddell, Paralympic swimmer, TV presenter and Queenslander who was diagnosed with Spinal Muscular Atrophy as a child. The duo chat with each of their 10 guests, travellers with a range of disabilities, to share their own insights of travelling with disability ‘having been there, accessed that’.
Oliver Hunter, Accessed That co-host said: “For people with a disability, the best resource to prepare for anything, especially travel, is to hear direct from others with lived experiences. Firsthand reviews are what the Accessed That podcast offers. Each episode is filled with experiences straight from the horse’s mouth.”
[Listen to Accessed That here]
Swifties uncovered in new podcast about Taylor Swift fans and the upcoming Eras Tour
As Swifties prepare for Taylor Swift’s Eras Tour ticket resale next Monday, 4 September, LiSTNR’s Behind The Hits podcast today released an episode all about the eras and story of Taylor Swift, her devoted fandom and a preview into the biggest tour of all time.
Know nothing about Taylor Swift? This is the ultimate podcast to get you up to speed on the artist who is taking over the world!
From her first Aussie shows in tiny venues in 2009 to sold out stadium tours, and the ups and downs of a truly incredible career to date, this podcast episode dives into Taylor’s world as she tells her story through exclusive archived interview audio. The podcast also hears from industry pals including Ed Sheeran and Def Leppard’s Joe Elliott and fans aka ‘Swifties’, Kate Pattison, Jemima Skelley, Georgia Carroll, Bridget Hustwaite and TikTok’s King Vinoj. The podcast episode is hosted by the Hit Network’s Nic Kelly.
Swifties and music lovers went crazy in June when tickets went on sale for Taylor Swift’s upcoming Aussie tour in February next year, with over 4 million people trying to get tickets to her seven sold out Melbourne and Sydney shows.
The Eras Tour is headed to Australia in February 2024.
[Listen to Behind The Hits: Taylor Swift here]
Nova joins forces with social media icons for new Original pod, High Scrollers
Join OG YouTuber Brittney Saunders and Australia’s biggest Glamazon Alright, Hey! in Nova Entertainment’s new original podcast High Scrollers.
For all the screen-time addicts who love to scroll, this is the podcast version of your favourite group chat. The long-form edition of your besties’ secret voice note. This is… High Scrollers. Every week, Brittney and Alright, Hey! will break down the biggest online stories – so if it’s trending, going viral, or has you gripped, they’re talking about it.
Brittney Saunders is a business and entertainment powerhouse, and at just 30 years old has seen incredible success in both spheres. Brittney first rose to fame through her YouTube channel, where she vlogged and documented her everyday teenage life. She was more than just a hit with fans, amassing over 1.04 million subscribers.
Comedian Matt Hey, best known for his online persona Alright, Hey!, has been one of Australia’s favourite content creators since he started entertaining audiences online in 2015. His gorgeously diverse and dedicated audience, combined with his easy mix of humour and important messaging fosters a uniquely authentic connection with his followers. With creative, fresh content that never fails to make his audiences laugh, he has amassed half a million followers and millions of views across Facebook, Instagram, TikTok and YouTube.
Mediaweek spoke to Brittney and Matt about their new podcast and what makes their show unique and stand out amongst a sea of other podcasts.
MW: How did the idea for the podcast come about?
BRITTNEY: When Nova contacted me asking if I’d be interested in starting a pod, I was honoured! My immediate thought was I simply can’t do this alone, so I messaged Matt straight away!
MW: What goes into determining what viral or trending story will be discussed on the podcast?
MATT: It has to have caused a reaction in us – plenty of boring stuff goes viral, in fact, some of my most boring videos are viral. It’s more about how we can apply it to be relatable. If there’s a new song about a breakup, let’s talk about ours. Honestly, the viral vids are just an excuse to talk about ourselves.
MW: How do you both plan to inject your own personal brands and personalities into the podcast?
BRITTNEY: Matt and myself are full of personality and it’s natural for us to have hilarious conversations together on the daily, so it’s a breeze for us to be able to bring our conversations to life through the pod! Despite being great friends, we do have our differences and conflicting opinions here and there which will make for great conversation.
MATT: We’ve learnt that our personalities are why people follow us – for some it’s their makeup skills or their fashion or their knowledge, our audience just really love us like we’re that crazy best friend who is a little unhinged, maybe says the wrong thing at times, but gives good advice and is always making you laugh. Knowing that our personalities is what’s bringing people to the podcast, it makes it easy to inject ourselves into it. We just have to show up and be ourselves, how good is that?
MW: How does High Scrollers stand out in the sea of podcasts that are available today?
BRITTNEY: There are a lot of podcasts out there today, I think what will set us apart is our genuine personalities and solid friendship. There’s no faking it for the clout over here!
MATT: It has us as hosts. Honestly, we aren’t boring. We aren’t mediocre. And we don’t take ourselves seriously. And we’re genuinely best friends of over 10 years – but we haven’t shown the internet much of our friendship, we’re lifting the veil on what it’s REALLY like to be friends with us, because no one has had much of a glimpse of that, especially in the last few years.
MW: What do you hope listeners get out of the podcast?
BRITTNEY: A good laugh, perhaps an escape from a crappy day and a light-hearted distraction.
MATT: Look, we aren’t here to change the world with this podcast, we just want people to have a good time. Life is ROUGH – if we can help you escape for 30-40 minutes a week, that sounds good to me. I’ve already had listeners tell me they need to wear a nappy next week – because they almost wet their pants listening to the first episode!
[Listen to High Scrollers here]
ARN announces multi-year partnership with TED in new sales deal
ARN’S iHeartPodcast Network has announced a multi-year partnership with TED to represent their podcast slate in Australia including both sales representation and amplification.
Delivering over 1.8 million Australian downloads every month, the slate is led by TED Talks Daily. Every weekday Australians listen for ideas on every subject imaginable — from Artificial Intelligence to Zoology— given by leading thinkers and creators. Additionally, the slate covers a further 20+ shows engaging Australians across topics like Business, Health, Technology and Work content.
