The Wall Street
Journal spoke with hosts of several popular political and cultural
podcasts—several of which are left-leaning, or anti-Trump—including “Pod
Save America,” “The Bulwark,” “Vibe Check,” “The Young Turks” and
more.
They
discussed audiences’ new expectations and what they learned from the
“manoverse”—which includes podcasts such as “The Joe Rogan Experience”
and “This Past Weekend w/ Theo Von” whose entertaining style has proved
appealing, especially to young men.
Edited excerpts follow:
How do you reach people who aren’t obsessed with politics?
TIM MILLER, host, “The Bulwark Podcast”:
Trump did well with people that don’t follow the news closely. How do
you communicate with people that don’t follow the day-to-day of
political news? One old school way was political ads; a deeper way is to
engage with podcasters and streamers and other media platforms whose sole mission is something else, like culture or sports.
SAM SANDERS, co-host, “Vibe Check”:
We talk about politics a lot, but we talk about everything else—that is
not abnormal for our listeners’ lives. The way we talk about the world
and politics can’t be segmented anymore because news and media consumers
aren’t living that way. If the person who resonates with them in
politics is a hair influencer on TikTok, fine. They’re not waiting to
hear a conversation about politics in a political podcast.
SAMI SAGE, co-host, “American Fever Dream”:
It’s an incredibly intimate relationship between the listener and
podcaster. [Podcasts] presented almost a Trojan horse for political
and/or cultural ideas to reach people’s ears in a way that felt
extremely authentic and real and not message-tested or not intended to
court controversy for the sake of courting controversy.
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Is the left’s media strategy missing something?
TOMMY VIETOR, co-host, “Pod Save America”: [Trump]
views conservative media as an asset to be nurtured. He went on Dan
Bongino’s show over and over again. It’s these symbiotic relationships
where he gives them access and helps build their audience and then
during the election he gets to reach more people. It’s this thing
Republicans do with conservative media that’s smart and not replicated
on the left.
MILLER:
There are right-wing political pods that it doesn’t make a ton of sense
for Democrats to engage with, but a lot of times people mix that up
with Theo Von or Joe Rogan, who are not partisan really. They might have
views liberals don’t agree with, but they’re not political actors;
they’re long-form interview shows and comedians. It’s malpractice to not engage with them because you don’t like some of their views.
ADAM CONOVER, host, “Factually!”: We
should be straight up about which folks are right wing. But we should
go on their f—ing shows anyway. Why not show you can hang and be there
and mix it up a bit and be present in the dialogue.
CENK UYGUR, co-host, “The Young Turks”:
If other left-wing and independent online media had united in a way
that’s similar to right-wing media and said, ‘We’re demanding better of
the Democratic Party, we’re demanding a primary, we’re demanding a
strong candidate,’ we could have made a gigantic difference. Instead a
great majority of them went to the old mainstream media playbook.
What do audiences seem to crave from podcasts?
ZACH STAFFORD, co-host, “Vibe Check”:
People just want authenticity and want to hear people ask questions who
are like them. Young people are like, ‘Why am I listening to a random
person on MSNBC who makes $20M a year and lives in the Hamptons?’
VIETOR,
on “Pod Save America” being quick to advocate that President Biden step
down from the ticket after the first debate: We were honest about what
we saw, and our numbers doubled and held. The lesson there for us was
authenticity and honesty is rewarded. We learned to let rip a little
bit.
EZRA KLEIN, host, “The Ezra Klein Show”: It’s
one of the last places people can sit and speak in a way that ends up
surprising you. One of my jokes is, Twitter makes me dislike people I
like. Podcasts make me like people I’m inclined to dislike.
What are some lessons from the success of the ‘manoverse’?
MILLER: One
thing they get right that I try to do and fail at sometimes is create a
more chill vibe for the interview and get the politician comfortable
enough to let them be more natural and more conversational. On political
podcasts, politician interviews do the worst. Our numbers go down
because it’s boring. We have to make the politician interview more
interesting. Those guys did a great job with that.
SANDERS:
On the left a lot of the adherence to legacy media has been a search
for perfection when what you can pursue instead is resonance, reach,
depth and connection. The right found all kinds of imperfect allies. You
cannot look down on any space of the internet or media if you want to
reach people. There are spaces the left deems below itself. There are
spaces they won’t go that Donald Trump, to his credit, he went.
Do you have any regrets? And where do news and culture podcasts go from here?
UYGUR: I’m
super happy with what we did, and I’m not going to change a thing. We
criticized both sides as actual journalists, and I criticized Trump more
because he deserved more criticism. I debated a dozen conservatives on
our air. I went on a half a dozen right-wing shows.
SAGE:
My learning for the future is just being less hesitant to take on
certain conversations even if they are not the conversation I am
personally interested in having, if that is really what people seem to
be really concerned about. [For example] with the debate—they’re eating
the cats and the dogs—that to me was just such a ridiculous moment, but
what it really revealed was a bigger issue that people were feeling
really deeply about immigration.
VIETOR: We’re
thinking about how to cover four more years of Trump that feels new and
different. A lot of things are going to happen, and it can’t be like
last time where everyone is outraged all the time—it’s
counterproductive.
DAVID PLOTZ, co-host, “Political Gabfest”: It’s
not that existing [left-leaning] podcasts are going to suddenly go
MAGA. More, there will be a new crop of podcasts that will serve a new
audience that wants to be curious about it. It’s hard to change what
your podcast is. It’s not hard to start a new podcast that has a
different take on the world, that has more of that curiosity around
conservative America than a lot of left-leaning podcasts.
Write to Anne Steele at anne.steele@wsj.com and Alexandra Bruell at alexandra.bruell@wsj.com