Ron Baetiong, Founder and CEO at Podcast Network Asia joins Graham Brown in this episode of The Age of Audio. The Age of Audio is a series of conversations with thought leaders and changemakers in the world of audio. Podcasts, Radio, Social Audio and Data are converging to create engaging and authentic content for a new generation of listeners. To get access to all the audio conversations and book content for Age of Audio, go to theageofaudio.com.

Show Highlights:

• In order for us to support a show, we need to be able to ROI on it. We want to monetize that show because if we don't monetize that show will also sink the whole boat. So we can't afford to do that 
• Podcasts are amazing in terms of persuasion and conversion, which you don't get in other digital media at the moment

• If you want to be popular overnight, then you have to go to TikTok, Instagram, or whatever, where you can be an overnight success, but in podcasts, it's hard to wing it because it's all about substance and education at the forefront. You can't just, throw random, stupid content out there. And this is an intellectual medium. So you have to be a gritty in a way to always refuel your tank, to put content that's valuable with your target audience

• There is a mighty skill gap in podcasting. I've seen people that are domain experts, but have challenges in terms of communicating how they want to do it, and that's where they really dropped the ball

• There's one common metric that people always forget to measure if your podcast is good, and if you're really resonating with their target market and for us, it's all about retention.