Origins of Podcasting at the San Francisco Chronicle Podcast with Editor Marcus Chan

42868102_505b5be0bd_k

In a rare podcast interview hosted by Eric Schwartzman, San Francisco Chronicle Podcast Editor Marcus Chan provides valuable insights into the history of podcasting at this esteemed newspaper.

The exclusive interview unveils the journey of San Francisco Chronicle Podcasts, their diverse content categories, audience reception, the pursuit of monetization, and their role in shaping the future of digital journalism.

Categorizing Podcast Content (Starts at 6:15)

Under the spotlight, Marcus Chan introduces the listeners to the varied categories of podcasts offered on the SF Chronicle website. These podcasts seamlessly align with the newspaper’s sections, extending their reach to diverse interests. From sports teams to intriguing Backstory podcasts that unravel the stories behind the headlines, the SF Chronicle podcasts cater to a broad spectrum of audience preferences. Notably, these engaging podcasts are further enriched by incorporating images, transforming them into enhanced multimedia experiences.

Audience Reception and Metrics (Starts at 10:18)

Moving forward, the discussion delves into the critical aspect of audience reception and performance metrics. Marcus Chan reveals fascinating insights into the popularity of San Francisco Chronicle Podcasts, with the “Backstory” series emerging as a crowd favorite. While demographic studies are yet to be conducted, these podcasts have garnered widespread appeal. Detailed statistics, such as download counts and partial downloads, are meticulously tracked, offering a comprehensive understanding of the audience’s engagement. Streamload.com plays a pivotal role in hosting the newspaper’s podcast files and provides daily tallies, with an average of 9 to 13 daily downloads—an impressive testament to their significance.

Origins of Podcast Downloads (Starts at 13:45)

Marcus Chan provides intriguing insights into the geographic origins of podcast downloads, addressing whether they predominantly originate from local readers or extend their reach to a broader audience. Technological tools like Feedburner and iTunes have played a pivotal role in unraveling the channels through which listeners access SF Chronicle Podcasts. Chan’s role as Podcast Manager extends beyond content creation; it encompasses the role of an “evangelist,” responsible for disseminating knowledge about podcasts within and outside the newsroom. This multifaceted role aims to bridge the knowledge gap surrounding this dynamic medium.

Podcasting Amid Technological Shifts (Starts at 19:52)

The conversation takes an introspective turn as Marcus Chan reflects on the impact of historical events, such as the late-1990s internet boom and subsequent bust, on people’s perceptions of podcasting. He underscores the importance of experimentation and adaptation, citing them as essential avenues for newspapers like the San Francisco Chronicle to attract new readers and listeners. This exploration of podcasting amidst technological shifts highlights the newspaper’s commitment to staying ahead of the curve.

Crafting Outstanding Podcasts (Starts at 22:59)

Marcus Chan provides valuable insights into the art of crafting outstanding podcasts. Drawing from his extensive experience, he elucidates the key factors contributing to a podcast’s success. He sheds light on the meticulous process of selecting print stories seamlessly transitioning into the audio format, enhancing listener engagement. The future holds exciting prospects, with plans to transform podcasts into interactive platforms, allowing audiences to provide feedback and actively participate in storytelling.

Monetization and Trust in Media (Starts at 29:00)

Monetization emerges as a pertinent topic, with Marcus Chan navigating the intricacies and challenges of generating revenue through podcasts. He addresses potential conflicts that may arise as journalists navigate the intersection of journalism, marketing, and advertising. The discussion touches upon the erosion of public trust in news media, drawing from research by organizations like Pew and Intelliseek. Chan emphasizes that the internet era allows for stricter enforcement of journalistic integrity, highlighting the pivotal role of quality journalism in rebuilding trust.

The Future of Newspapers (Starts at 36:54)

In a forward-looking segment, Marcus Chan shares his perspective on the trajectory of newspapers in the coming decade. He envisions a media landscape where the boundaries between logging on and off the internet blur, and new modes of media consumption become the norm. As the interview draws to a close, Chan reveals his favorite podcasts, including “Make magazine.” He expresses gratitude for his creative freedom during his 12-year tenure with the San Francisco Chronicle, showcasing the newspaper’s commitment to evolving and embracing innovation.

This podcast interview with Marcus Chan, the Podcast Editor of the San Francisco Chronicle, offers a comprehensive glimpse into the rich history, diverse content, and prospects of San Francisco Chronicle Podcasts. It underscores the newspaper’s adaptability and resilience in an era defined by digital transformation.

Photo by Steve Rhodes

Our Podcasts