Hubbard Bridges Radio And Podcasts With Cross-Promotion Push.

It may seem like an obvious move, but as Hubbard Broadcasting has been busy building out its Gamut Podcast Network, CEO Ginny Hubbard realized there was a promotional disconnect. Many radio stations were promoting podcasts, but podcasts weren’t returning the favor and promoting radio brands to their listeners. The result is a trademarked campaign built around the “That’s What We Call Radio” positioning that promotes the benefits of radio, on podcasts.

Hubbard Executive VP of Programming and Audience Development Greg Strassell says idea was borne several months ago when he was having a discussion with Hubbard about promoting podcasts on radio stations. She said that the company is a big believer of audio in all its formats, and that means lowering cross-promotional walls.

Strassell says their brand managers and content directors began brainstorming, and with the help of creative consultant Wade Kinglsey and the Hubbard Cincinnati production team, the “That’s What We Call Radio” campaign was born. The campaign started last month and is airing in Hubbard’s local radio markets on The Gamut Podcast Network. Which radio station to promote to a podcast listener is based on geo-targeting and other demographics. For instance, a young-skewing podcast may promote a top 40 radio station while a political series could promote a talk radio station.

“We know radio stations and podcasts can play well together, for many reasons,” Strassell says in an email. “It is important for the benefits of local radio to remain top of mind with the audience that is leaning into podcasts. And important to introduce our podcasts to the reach of radio.”

The deepening of the ties between broadcast and podcast come after Hubbard make it clear this spring that it sees a future in digital audio. The company, which has been around since 1923, said it now sees podcasting as a “third foundational pillar” of the Hubbard strategy, alongside its broadcast radio stations and its digital marketing arm, 2060 Digital. It says it is a transformational shift in how Hubbard is thinking about podcasts. Rather than being a supplemental business to radio, it will instead make podcasting a focused, scalable business in its own right.

“It’s a pivotal evolution for our company,” CEO Ginny Hubbard said in March. “We are embracing the future of media and ensuring Hubbard’s relevance for the next century.” Digital already accounts for 30% of revenue at Hubbard, which owns 54 radio stations in nine markets, as well as the digital marketing agency 2060 Digital and 14 television stations.

St. Paul, MN-based Hubbard Radio has long been one of the advocates for podcasting among radio companies, including an investment in PodcastOne in 2015.

Here how Hubbard is promoting radio on its podcast—

Listen to a promo for adult hits “Throwback 100.3” WTBC Chicago HERE.

Listen to a promo for hot AC “101.9 The Mix” WTMX Chicago HERE.

Listen to a promo for country “B-105” WUBE Cincinnati HERE.