Why We Keep Listening: The Connection Behind Podcasting's Success with Dear Media's Emily Friedman
- 10 minutes ago
- 4 min read
You are what you listen to. Algorithm-friendly buzzwords have no place when you want to dive into a podcast. Consequently, the content you consume contributes to who, how, and why you connect with others. In an increasingly saturated market, why do you want to take the time to listen to others? If society prides itself on individual achievement, it seems counterintuitive to want to listen to other people's thoughts.
So, podcasts (and the people who make them) have a very tough job: a podcast needs to make you stop and listen while ensuring that the podcasting company meets and exceeds its KPIs. It is almost a Sisyphean task. Who ensures that the podcast you listen to gives both consumers and executives what they are looking for?
Well, Dear Media's Senior Director of Sales and Brand Partnerships Emily Friedman is one of the people who bridges this gap. Her work acts as a keystone, allowing your favorite podcasters to create sustainable growth. I spoke with Friedman to learn more about her story and the connection behind podcasting's success.
1. Why do people feel so connected to podcasts?
I think people feel so connected to podcasts because it feels like one of the few mediums where people can still be unapologetically themselves without feeling the need to filter themselves constantly. The hosts of successful podcasts speak directly to their audiences who come to listen because they genuinely are interested in the topics and what that person has to say. Most podcasts don't prioritize clickbait headlines over substance in their conversations, and there’s a real authenticity to successful podcasts. Also, for many of us, podcasts serve as an escape that’s accessible anywhere you go. Sometimes we need to shut off our inner thoughts with a distraction, and podcasts serve that benefit.
2. How have your past experiences shaped the way you view consumer wants and needs in the podcasting space?
I’ve been a podcast listener long before I started working in the podcast space, so I have my own personal perspective on what works for me and why I listen. Podcast listening is actually super personal, and the amazing thing about the space is that there truly is something for everyone. What I’ve found is that no matter what you’re listening to, there’s a built-in community of people who are interested in the same topics or resonate with the same humor (or drama), whatever it may be. In a world where it’s so easy to reach for our phones and start doom scrolling, or in moments when we’re feeling a little lonely, it’s nice to feel like you’re a part of something.
3. What has been the key to your professional growth?
Probably my optimism and an unwavering belief that it’s all going to work out. This has pushed me through some of my most challenging times (both professionally and personally). I also came up in my career at the height of the millennial "work hard, play hard" culture, which helped shape my growth. I’m an extremely hard worker, and I take so much pride in everything I do. I also believe it’s so important never to burn any bridges and maintain professionalism with everyone you come across; you never know when you might need someone’s help or advice.
4. What advice would you give to students and young professionals who want to enter the podcasting realm?
If you are interested in exploring podcast opportunities, make sure you are a podcast listener, even just one that you love! From there, I would learn as many facets of the business as possible and see where your passion lies (partnerships/ad sales, campaign management, producing, finding talent, being talent, etc.). And advice I always give to students and young professionals who reach out to me: networking is key for any industry. Try to meet as many people as possible, and LinkedIn is an amazing tool. Also, check out networking events IRL! Such a good way to meet people and expand your horizons! And if you are still a student, make sure to enjoy school as much as possible and try not to worry so much about what’s next. You will get a job; have patience and trust the process. Your first job might not feel like your dream job, but everything is a stepping stone to the next thing; I truly believe that.
5. What's your next chapter?
I really try to live day by day and not think too much ahead. I’m very happy where I’m at currently and really enjoying this current chapter. Maybe I’d like to expand my personal brand over the next few years, but in the immediate future, I'm looking forward to welcoming my second baby this January and becoming a mom of 2!
The content you engage with reflects what makes you who you are. Just like any venture, it's important to those in the podcasting ecosystem that the people in front of and behind the microphone can create sustainable work. Emily Friedman sits at this intersection. Her work creates opportunities for brands and creators while allowing a podcast to stay true to its roots.
In a culture that often emphasizes individualism, podcasting provides an interesting alternative. Emily demonstrates that professional and personal evolution can walk side by side as she helps connect one microphone to millions of people.
