CliffCentral.com turned five on May 1st, a milestone for a small start-up that is now the leading podcaster in Africa. It’s amazing how quickly we incorporate new habits into our lives…

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How do you measure podcast audiences? The existing metrics don’t make sense. Soon we’ll be sharing some powerful thoughts and insights on why podcasting is different, and it won’t just be me talking – it will involve both actuarial and behavioural science. Before we go down another new road, and just ahead of CliffCentral.com’s fifth birthday, I thought it might be interesting to talk about podcasting by numbers…

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Should you vote? The truth is, I don’t know. That might sound surprising coming from someone who has always been a vocal supporter of democracy – so much so that for the last four elections I carried on like an unpaid employee of the Independent Electoral Commission, on radio, TV and in person…

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These days we reserve our praise and surprise only for the madmen – people like Elon Musk who want to venture into space. They go where there are no milestones and they discover things we didn’t know we wanted along the way. In some small way, that’s what I feel audiences are discovering about podcasting and content in general…

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I’ve said it before, but I’ll say it again: Everyone is now in the media business. Every business is now by default a content creator and every business also has an audience – clients, customers, suppliers, international partners and their competitors. The content you serve them can be specific, targeted and relevant (and it should be, to make an impact) and doesn’t need to be mainstream.

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Imagine leaving your doctor after receiving the dreaded news that you have cancer. The sinking feeling, the anxiety, the loneliness of that moment. If it hasn’t happened to you, then chances are that it has happened to someone you know and love. Some people don’t have to imagine. It’s gut-wrenching, terrifying, too much to bear. But you don’t have to go through this alone.

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Facebook just launched their first ever original podcast – Three and A Half Degrees – and if there was ever a moment podcasting became totally mainstream, this is it. The basic idea is that we used to say we were all within six degrees of separation – or six degrees of Kevin Bacon, as it became known. Facebook’s podcast series seems to suggest, in a connected digital world, that we’re now separated by only three and a half degrees…

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“Best wishes for 2019. Shit’s about to get weird.” That’s how a good friend of mine and someone who is ahead of the curve on most things finished off an email to me in the last few days of 2018. GET weird? We’re living through changes that are taking place in ways and at speeds that would make a medieval man or woman think they were among aliens…

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Nobody has time. Everyone you speak to is so busy – they’re busy at work, being parents, building their brand, changing the world and taking pictures of their food. The pressure is relentless. Most of us acknowledge that we have to eat right, do some exercise and keep up with the news, but how much time do you have to improve your mind?

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An ex-radio DJ once said disparagingly to someone I know that “everyone and their dog has a podcast”. I don’t think it was meant as a positive comment but that is what is so exciting about podcasting. Like social media, podcasting has opened up opportunities to interact and engage directly with friends, family and consumers…

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