The Ultimate Resource for Media, Audience, and Content Marketing Professionals

Our monthly podcast features candid conversations with industry leaders and experts that provide valuable insights, education, and diverse perspectives on various media, content, and marketing-related topics.

Please browse our collection of episodes featuring discussions with leaders and experts in the industry. Subscribe to stay up-to-date on the latest news and trends in the media, audience, and content marketing.

Episode 12: Tracking Audience Engagement Trends: Strategies for the Digital Age with Madeleine White 

In this comprehensive episode of Audience Architect, host Carla Zanoni sits down with Madeleine White, VP of Marketing at Poool and co-founder & editor-in-chief of The Audiencers. Madeleine takes us on a journey through the evolving landscape of digital publishing, sharing insights from her unique path from French translator to industry thought leader.

Dive deep into the art of community building as Madeleine reveals innovative strategies for fostering genuine connections, from WhatsApp groups to real-name commenting policies. Learn how to strike the delicate balance between reader engagement and monetization through dynamic paywalls and personalized journeys, adapting to cultural differences across global markets. Madeleine unpacks the concept of the "value exchange," explaining how to tailor "frustration" levels to individual reader engagement for optimal conversion. Discover the power of registration walls and newsletter strategies in building a known audience, and how to leverage community contributions to enrich your content.

Throughout the episode, Madeleine emphasizes the importance of experimentation, maintaining a "beginner's mindset," and fostering cross-team collaboration to break down organizational silos. She also offers a refreshing perspective on the industry's future, focusing on solutions and innovations rather than dwelling on challenges.

Whether you're a seasoned publisher or new to the field, this episode provides a comprehensive toolkit for thriving in the digital publishing landscape. Join us for an inspiring discussion that will leave you energized and equipped to tackle the evolving world of audience engagement and monetization.


Madeleine White, Editor-in-Chief @ The Audiencers // Head of International @ Poool 


Episode 11: Navigating the Zero Click World with Tahnee Perry

In this episode, host Mike Bennett sits down with Tahnee Perry, a seasoned marketing and brand strategist with over 20 years of experience across the SaaS, retail, research, and travel industries. Tahnee is the visionary behind 'Zero to Unicorn,' the #1 AI and marketing newsletter, known for her innovative strategies and exceptional team-building skills.

We explore the 'Zero Click Search' concept—where users get their answers directly from the search results page without clicking through to a website. Tahnee breaks down the different forms zero-click search can take, such as featured snippets, knowledge panels, rich answers, and carousels, and explains why this trend is significant for publishers and content marketers.

Learn about the potential impacts of zero-click search, including loss of traffic and revenue, and discover strategies to optimize your content to drive traffic despite this trend. Tahnee shares tips on focusing on long-tail keywords, improving page experience, leveraging multimedia, and the ongoing importance of EEAT—Expertise, Experience, Authority, and Trustworthiness. Plus, we discuss alternative methods to mitigate the effects of zero-click search.

Join us for an engaging discussion with valuable insights and practical tips for navigating the ever-evolving media and publishing landscape.


Episode 10: Transforming Behavioral Insights into Action: Strategies to Elevate Audience Engagement & Ad Performance

Welcome to another episode of "Audience Architect," where we explore the strategies shaping the future of audience engagement. In this unique live recording from MACMA's Industry Day on April 4th, we are thrilled to host Dr. Joetta Gobell, Senior Vice President of Research and insights at Dotdash Meredith. With an impressive background that spans roles from A+E Networks to Nissan North America, Joetta is a master at leveraging data to enhance audience understanding and engagement across various platforms.
This episode is packed with discussions on the transformation of media insights in the digital age, the critical role of data in shaping business strategies, and the innovative ways Dotdash Meredith is setting industry standards. Whether you're a data scientist, audience marketing professional, or just passionate about the future of digital media, this conversation with Joetta Gobell will provide valuable insights into the art and science of audience engagement. Join us to discover how data isn't just about numbers—building communities, enhancing value, and fighting attrition in today's fast-paced world.

Episode 9:  Scaling Engaged Niche Communities & The Art of Experimentation in News Organization

In this must-listen episode of Audience Architect, guest host Carla Zanoni, a renowned Media and Audience Strategist & Consultant, rivets with Ryan Kellett, the Vice President of Audience at Axios Media. With a rich background that spans prestigious positions at The Washington Post and a keen eye for editorial leadership and innovative growth strategies, Ryan shares invaluable insights into the nuances of audience development in today's dynamic media landscape.

Dive deep into the heart of developing engaged audience segments at Axios, a new media company committed to delivering trustworthy news with clarity, efficiency, and innovation. Ryan and Carla explore the intricate balance between hyperlocal news strategies amidst challenging business environments and unveil Ryan's unique approach to fostering collaboration within newsrooms on a near-daily basis.
Listeners will be treated to an insider's perspective on the fresh fundamentals of newsletter performance, the pivotal role of evolving social media platforms, and the significance of Reddit in the current media ecosystem. Ryan candidly discusses the importance of experimentation in audience development, sharing his journey through the evolution of his role and the lessons learned along the way.

Adding a personal touch to the episode, Ryan recounts his quest for the best breakfast sandwich in Washington, DC, revealing the unexpected reactions it sparked. "Audience Architect - Episode 9" is a treasure trove of stories, strategies, and secrets that anyone interested in media, audience engagement, and the future of news will find invaluable. Join Carla and Ryan for an enlightening session that promises to inspire, educate, and entertain.


Episode 8:  Unveiling the Future of Audience-Driven Product Innovation with Ronda Hughes
Welcome to Episode #8 of the Audience Architect podcast with your host, Bill Levine. In this engaging session, we're joined by Ronda Hughes from IronMarkets, a beacon in the realms of digital media, event marketing, and audience development. With a rich background that spans across 3 decades and pivotal roles at IronMarkets, Advanstar and EnsembleIQ, Ronda brings her tremendous expertise in leveraging data insights for audience segmentation and engagement. Her innovative approach has significantly contributed to new revenue channels and improved engagement methods, focusing on behavioral data to drive business growth.

Today, Ronda dives into the evolving role of Audience Development professionals in the ideation, development, launch, and success of new products. From breaking down silos in the ideas room to leveraging audience data in shaping product strategies, she shares invaluable insights on the intersection of audience engagement and successful product development. Join us as Ronda discusses the unique value of audience development in productization, data-driven strategies, collaboration across teams, and the future vision for audience-driven products in advertising and sponsorship solutions. This episode is a must-listen for anyone looking to understand the critical role of audience engagement in the lifecycle of product development.


Episode 7: The Reinvention of Magazines in a Digital World: A Conversation with Peter Houston

In today's episode, we're thrilled to host Peter Houston, a veteran media expert, publisher, and co-founder of The Grub Street Journal. Peter brings a decade of experience from Flipping Pages Media Ltd and insights from co-hosting Media Voices, a podcast examining the media world's trends. We run to ground the counterintuitive revival of print magazine media, discussing The Grub Street Journal's journey, its advocacy for slow journalism, and the future of print in an increasingly digital age.

Join us as we explore how magazines may find their unique place in media brands' luxury and nostalgia strata (clue: reinvention is a must). Peter also shares personal stories from The Grub Street Journal, business model experimentation, the budding magazine scene in the UK, advice for aspiring writers, and his broader thoughts on audience engagement, podcasting, and his take on AI and trending topics in the publishing industry. Tune in for this fun, inspiring, and thought-provoking conversation with Peter.

Episode 6: Inside the Evolution: Live Insights with James Hewes on Media’s Future at MACMA’s Holiday Extravaganza
In this captivating episode of Audience Architect, recorded live at the MACMA Holiday Extravaganza at the Hearst Tower in New York City on November 30th, we delve into a wide-ranging and insightful conversation with James Hewes, CEO of FIPP – the global media network trade group.

Please note that this episode was recorded live at the event, so while the audio quality may be a bit less polished than usual, the richness of the conversation more than makes up for it. We appreciate your understanding and hope you enjoy this insightful episode!

Join us as we explore the pivotal themes and insights from the event's speakers and sessions. Our discussion focuses on what publishers can do to reconnect with their readers. We dissect the shift from audience-based models to community-centric metrics, uncovering what this paradigm shift means for the future of publishing.

James shares his expert perspective on the challenges and opportunities facing media and publishing on a global scale. Our conversation spans a variety of critical topics, including revenue diversification, the nuances of multichannel content distribution, and the intricacies of mining content consumption and intention data. We also touch upon the implications of privacy concerns, the transformative role of artificial intelligence in the industry, and strategies for nurturing young audiences, particularly "Generation A (Alpha)."

As James prepares to transition from his role at FIPP to join the Public Relations and Communications Association (PRCA) at the end of January 2024, he leaves us with some valuable resources and recommendations. Take advantage of this episode, packed with thought-provoking discussions and critical takeaways for anyone interested in the evolving media and publishing landscape. 

You can reach James at [email protected] for further insights until he departs from FIPP at the end of January.

Episode 5: Crafting Authentic Engagement: A Deep Dive with Carla Zanoni
Dive deep into the world of audience engagement with the distinguished Carla Zanoni. From her transformative roles at TED and The Wall Street Journal to the subtle art of audience development, Carla's insights unravel the layers of content strategy in the digital age, deploying a blend of human empathy and data insights. As we navigate the intricate digital landscape, we explore innovative ways to connect content with its audience, the evolving nature of audience personas, the importance of courting youth, and the future of audience engagement strategies. Join us on 'Audience Architect' as we dissect these topics and more with an industry titan.

Guest: Audience Development & Content Executive Expert in Digital Engagement Strategy | Writer | Speaker | Journalist

Episode 4: How Intent Data is Shaping Audience Strategies and Transforming Publishing
In this episode, we delve into the significance of Purchasing Intention Data in the publishing realm. This powerful tool deciphers user behaviors to anticipate purchasing tendencies, revolutionizing how we understand and monetize audience interactions. Discover the intricacies of a tool that's reshaping audience development and programmatic advertising strategies. 

Guest: Len Roberto, Expert in Sales Engineering/ CDP/ Intent Data/ Programmatic Advertising

Episode 3: Uncharted Metrics: Embracing the Paradigm Shift to Google Analytics 4
In this episode, we dive deep into the world of digital metrics, focusing on the monumental transition from Universal Google Analytics to Google Analytics 4 (GA4). Our expert guest, data analyst Caitlin McCluskey-Fitch sheds light on the major paradigm shifts accompanying this change, elucidating the new features and capabilities of GA4, and why it's set to redefine how we understand and interpret online audience behaviors. Whether you're a seasoned analytics pro or just dipping your toes into digital data, this episode offers valuable insights into the future of web analytics.

Guest: Caitlin McCluskey-Fitch, Data Analytics ConsultantData Analytics Consultant, REAL Brand Strategy

Episode 2: The Impact of Artificial Intelligence on The Publishing, Media, and News Industries – Part Two
In this episode, Questex CEO Paul Miller offers a deep dive into the transformative impact of AI on the B2B media and event sectors. From editorial to event planning and audience/marketing to sales, Paul sheds light on AI's extensive reach within an organization and shares insights on Questex's proactive approach to embracing AI. Listen as he emphasizes the importance of demystifying AI's role and fostering a culture of innovation and openness within his team.

Guest: Paul Miller, CEO, Questex 

Episode 1: The Impact of Artificial Intelligence on The Publishing, Media, and News Industries – Part One
In this episode, we delve into the multifaceted realm of AI's impact on the media and publishing industries. While AI presents both potential threats and opportunities for the future, we highlight tangible methods publishers can employ to harness its power proactively today. Join us as we navigate the balance between caution and innovation, offering actionable insights for immediate AI integration in publishing.  We also touch upon the importance of adapting to industry changes and consider the ethical dimensions involved.  Join us for a comprehensive look at the future of publishing.

Guest: Greg Krehbiel, President, The Krehbiel Group

Join the conversation and growing community of media, audience, and content marketing professionals by tuning into your preferred podcast platform. Show your support by subscribing, rating, and leaving reviews for the podcast. By participating in the Audience Architect podcast, you are joining an open and supportive community of professionals looking to learn and grow together. Take the next step and become an active part of the conversation, and show your support through subscribing, rating, and leaving reviews on your preferred platform.

Want to join MACMA? Click here to sign up for your individual membership and unlock a world of benefits with a paid membership to the media, audience, and content marketing association. Stay ahead of the game with the latest trends, network with like-minded professionals, and grow your career. Join a vibrant community, share insights, and gain a competitive edge in the industry. Invest in your learning and growth – this membership is your ticket to success!