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Attention
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6 min read

Why bother with podcasts if nobody is listening?

As critics snipe at the popularity of podcasting, podcaster James Cary explores the medium and how we should listen to them.

James Cary is a writer of situation comedy for BBC TV (Miranda, Bluestone 42) and Radio (Think the Unthinkable, Hut 33).

Two people sit cross-legged at a low table on which two microphones stand. One press a key on a laptop on the floor.
Photo by Kate Oseen on Unsplash.

During the pandemic, an Australian comedy show, At Home Alone Together on ABC, made a sketch that was widely shared on the internet, especially among podcasters. For those wondering what to do with their time, they had one clear, simple message given with typical Australian honesty: Do not start a f***ing podcast. 

I’ve encountered hostility to the idea of podcasts since I started listening to them fifteen years ago, when the main options were This American Life and Kermode and Mayo talking about movies. Both were podcast versions of existing excellent radio programmes. 

With every passing year, podcasts have become more popular, a huge boost coming in 2014 with the Serial podcast, which was a spin-off This American Life. People with iPhones were realising what the purple icon was, and they weren’t afraid to use it. 

 

Attention a zero-sum game. If you’re listening to something, you’re not listening to something else. Nobody wants their time wasted.

Many resisted. They didn’t really understand what podcasts were, where they came from, how to find them and what made them different from radio programmes. Merely mentioning podcasts would make people either roll their eyes, or far worse, causing what I would call “Podcast Derangement Syndrome”. We see that, albeit humorously, in the ABC sketch, urging people not to start a podcast. 

It’s a fair point. Don’t start a podcast out of boredom. It won’t last more than a few episodes (that’s called ‘podfading’), it won’t be any good and no one will listen as it’s not offering anything substantial or insightful.  

We live in an attention economy. Attention a zero-sum game. If you’re listening to something, you’re not listening to something else. Nobody wants their time wasted. Like a book proposal or an article, you need a clear offer to your listener or reader. 

For example, my own Sitcom Geeks podcast - which ended this month after 222 episodes over eight years – was all about helping people write better sitcom scripts. Yes, that’s a niche interest, but tens of thousands of people want to write sitcoms. 

Many podcasters never identify what they’re offering. They make the mistake of the first crop of bloggers twenty years ago, who started hammering out their error-strewn opinions on everything from politics to dieting. Most of these blogs were read by almost no one, and even the more popular ones didn’t have large numbers. Every medium is the same. Most books don’t sell more than a few dozen copies, particularly self-published ones. Most shows at this year’s Edinburgh Fringe will have an audience in the single digits. 

Podcasting is the same. My other podcast, Cooper and Cary Have Words, deals in lightly comic, theological conversation. Now on Episode 157, we have a fairly devoted listenership, but it’s small. I mention it not because I’m a tiresome podcaster who is forever promoting their podcast. Okay, it’s partly that. But I’m going to do the one thing podcasters never do, which is talk about how many people actually listen. And the numbers here might surprise you. 

Each episode of Cooper and Cary Have Words is usually downloaded by about 1,100 people within a week of dropping, and then another 1,100 within 90 days. So that 2,200 listeners, creeping up another few hundred over the following month. That’s not many, is it? Even late-night shows on BBC local radio playing outré jazz get more listeners by a factor of ten. 

Here’s the next surprise: these figures put Cooper and Cary Have Words into the top 5% of all podcasts in terms of listeners. The 4,500 downloads in the first seven days would put us in the top 1% which again, seems low. The two Seen & Unseen podcasts, Re-enchanting and Seen & Unseen Aloud, are doing well but everyone is dwarfed by the Joe Rogan Experience, which, according to Time Magazine, is experienced by 11 million people. 

But here’s the big statistic to keep in mind: 50% of podcast episodes get fewer than 30 downloads in the first week. 

This would give some justification, then, for a recent article in The Spectator by Sam Kriss who has the most chronic case of Podcast Derangement Syndrome I’ve encountered for a while. He begins by making curious comments about how podcasts are fake, including real ones, but his point is this: “nobody actually listens to any of them.” 

I understand the rage against a phenomenon. The media often confects a craze. When everyone was talking about Game of Thrones, it was fair to point out that this premium show on pay-TV was being watched by a truly tiny number of people. It’s just some of those people were people like TV critics for The Spectator or the BBC. 

Kriss then rather undermines his claim that no-one listens by saying “Sometimes people ask me which podcasts I listen to, and when I reply that these days I don’t really listen to any they react as if I’d said I don’t eat food or breathe air.” So, are those people lying about listening to podcasts? The Spectator has several podcasts. Are they a waste of time and money? 

“Podcasts are also, objectively, crap. I don’t say this lightly.” I think you do, Sam, but let’s take it at face value. The charge that many podcasts are acts of inane vanity is undoubtedly fair. Many others are well-meaning, but poorly recorded and unfocussed. 

This isn’t the 1930s when families might huddle around the wireless and give the BBC their undivided attention. 

But let us also remember that an awful lot of broadcast radio is highly disposable, being either inane links between songs on commercial radio, or punditry for the sake of it on talk radio, whether it’s BBC Radio 4 or TalkSport.  

There are some good podcasts, thought. What about them, Kriss? He says they’re not worth listening to unless you give them your undivided attention, explaining that if you’re listening to a podcast while doing something else, you’re not really taking in the content. This is not educating yourself, but merely acquiring an illusion of knowledge. 

But surely all audio works the same way? We’re listening to the radio or podcasts while we’re cooking, washing up or driving. This isn’t the 1930s when families might huddle around the wireless and give the BBC their undivided attention. 

Then comes a sentence which is revealing. Kriss has just told us that podcasts aren’t real, we don’t listen to podcasts anyway, and that we’re lying about it and when we do listen, we’re not learning anything when we do. We’re all idiots. He then writes,

“The people who make podcasts usually have a very dim view of their public.”

Oh, Sam. Thou dost project too much, methinks. 

We all like a rant. And we often like reading polemical pieces. We love a Clarkson, a Cowell and a Boycott sounding off. But I wonder if Sam Kriss, an established writer for a well-regarded publication has succumbed to the elitist mindset. It is tempting to disparage the voices of those from the outside who wish to speak, whether or not anyone wishes to listen. Thanks to smartphones and RSS feeds, they can, just as the blogs did two decades ago. 

The medium is new but the lesson is old. To whom do we listen? If you look at the life of Jesus it is striking how often he listened to the voices of the excluded, even when his own disciples and henchmen tried to bundle the blind and the embarrassing out of the way. Moreover, those that sought to control the flow of information were, to use theological jargon, ‘the baddies’. We live in age where all kinds of voices can be heard. The question is whether we wish to listen. 

Article
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Grenfell disaster
Justice
Death & life
Politics
7 min read

Grenfell: a tale of two towers

The Inquiry offers an opportunity to change the way we treat each other

Graham is the Director of the Centre for Cultural Witness and a former Bishop of Kensington.

A wrapping around the Grenfell Tower bears a giant green heart.
The Blowup on Unsplash.

Graham Tomlin was Bishop of Kensington at the time of the Grenfell Tower fire. This is the first of a short series of articles reflecting on this milestone in our national life. 

The Grenfell Inquiry report is brutal. None of the companies involved in the renovation of Grenfell Tower escape. Arconic, Kingspan, Rydon, Celotex, Exova and many others – all have a lot to answer for.  Listening to the statement by Sir Martin Moore-Bick and reading the report, words such as ‘failure’, ‘dishonesty’, ‘misleading’, and ‘defective’ sounded like a tolling bell throughout his account.   

This was a tragedy that was decades in the making. Reports came out, warnings were issued and routinely ignored. A government which led a campaign of de-regulation without looking at the consequences for safety, a local council that failed to plan ahead for such an event, a tenant management organisation that treated the tenants they were supposed to serve with disdain, all played their part. The construction industry fared even worse. A culture of unholy competition, ‘value engineering’ (another term for deception), cost-cutting, a scramble for market share all took precedence over the safety of the people who were going to live in the newly clad flats of Grenfell Tower.  

In the past, initial reports such as those on Bloody Sunday in Northern Ireland and on the Hillsborough disaster, were weak affairs, failing to listen to the voices of victims, too careful to preserve the status quo, only leading to further anger, and further reports which finally began to address the key issues. This report has not pulled its punches – perhaps because they kept the human side of the tragedy in mind throughout. 

In the early stages, in an inspired move, the Inquiry decided to offer an opportunity for bereaved family members to simply describe the people who died in the fire. It was intensely moving as the richness and colour of each person was described, celebrated and mourned. As a result, this Inquiry has never quite lost the human nature of this tragedy and I suspect that is why its results have been so hard-hitting. 

No blame for the victims - instead he demands a radical national repentance, a re-examination of deeper social and spiritual trends, and for a radical turnaround of attitude. 

Jesus and another tower 

Remembering the human scale of the disaster is vital, yet in itself, it does not lead to change. At one point in his public teaching, Jesus was asked about another disaster involving a tower which led to the tragic death of a large number of people. At some point during Jesus’ time in Jerusalem, it seems a tower collapsed in a part of the city called Siloam, killing 18 people. This tragedy clearly had a significant impact across the nation, and people started asking what it meant, and what it said about the society in which they lived.  

Jesus' words were harsh:

“Those who died when the tower in Siloam fell – do you think they were more guilty than all the others living in Jerusalem? I tell you, no! But unless you repent, you too will all perish.’”

No blame for the victims - instead he demands a radical national repentance, a re-examination of deeper social and spiritual trends, and a profound change of mindset. If they don’t, such disasters will continue to happen. When disaster strikes, it doesn’t say anything much about those caught up in it, but it does give us an opportunity to take a good look at ourselves.  

Jesus said that the two most basic commandments, the things we should set out to do every day of our lives, were to love God and to love our neighbour - who is deserving of love because they are first made and loved by God. The Grenfell story is an object lesson in what happens when those commandments get ignored. This is what happens when these commandments are superseded by other imperatives, such as to increase market share, to beat the competition or to safeguard the reputation of our own organisation.  

Grenfell was the result of a culture that has become so individualistic that we have lost sight of the fact that we are our brothers’ (and sisters’) keepers, that we have a responsibility for each other, and that we find purpose and meaning in loving our neighbours as we love ourselves, whoever they happen to be. I am sure that the employees of Arconic, Rydon, Kingspan and the Tenant Management Organisation of RBKC, would have done anything they could to ensure that they and their families enjoyed a safe and secure home. They simply failed to do that for those they were meant to serve through their work. They took care of themselves and their own. They lost sight of the people their work affected. They did not take care of their neighbour.

It is the individuals and institutions that have the resilience and flexibility to face up to failure, learn the lessons and to be open to change which ultimately excel. 

What happens now?  

Matthew Syed’s 2015 book Black Box Thinking looked at responses to catastrophic failure. He contrasted the approach of the medical profession with the aviation industry. Too often, he argued, when an error is made in the world of healthcare, the instinct is to cover up failure for fear of litigation or in order to protect reputations. As a result, he suggested, the same mistakes are often repeated, which means that thousands of people continue to die in hospitals every year due to preventable error. When a plane crashes, however, the ‘black box’ is recovered, data painstakingly analysed, and no stone is left unturned in order to determine the exact causes of the disaster to make sure that it never happens again. As a result, plane travel has become one of the safest means of transport we have.  

The companies and organisations that were meant to protect the residents of Grenfell failed in that duty. Yet the moral of Syed’s story is that failure is not something to be feared — but an opportunity to change. It is the individuals and institutions that have the resilience and flexibility to face up to failure, learn the lessons and to be open to change which ultimately excel. It is what the Christian church calls confession and repentance – the willingness to admit when we have got something wrong, bear the consequences, ask for forgiveness, resolve to learn from the error of our ways and to become a better person through it. Repentance is not wallowing in self-pity or hiding in a corner from the wagging finger of guilt; it is an invitation to honesty, to growth and to transformation.  

Those responsible will need to face justice. Yet if we allocate blame, punish the guilty, and then carry on as before, then there is no guarantee that something like this will not happen again. We might issue new types of building regulations, or safety measures in construction, but even that would not be enough. The kind of repentance that Jesus, and indeed the Grenfell Tower fire calls for is deeper - a radical look at the way we live together in our society.  

This involves all of us. As Andrew O’Hagan put it in a long article soon after the fire in the London Review of Books:

“In all the loosening of cares and controls and emergency services, it’s not just the current government but a succession of them that lie behind those deaths, and who, if not all of us, voted such vulnerability into existence? No one did well. If civic life is dead, with a 24-storey tombstone beside the Westway, it died in the times in which we too lived, and by the values we lived by. The point of a society, if we have one, is that when bad things happen, it’s everybody’s concern.” 

Grenfell is such an opportunity that we dare not let pass. If we carry on as normal, with our atomised individualism, our addiction to comfort, our spiritual poverty, our disregard for our neighbours, we would miss a huge opportunity to address some of the deeper issues in our life together, not to speak of refusing to heed the call of Jesus for true repentance.

In his statement in the House of Commons, Keir Starmer pledged a “profound shift in culture and behaviour.” I hope - and pray - this is what happens. Yet it will take more than changes to building regulation and for safety. It needs spiritual and not just political change, as I’ve argued here before. It would mean each of us looking at ourselves, and the cultures of the organisations of which we are a part (yes - including the church), and responding to the call to love God – to re-orient our lives around something, someone bigger and better than us – and to love our neighbours as much as we love ourselves. What if Grenfell sparked a fundamental change back to that more connected vision of who we are and what we are here for? Grenfell - and this report - is a shock to our system. Let us not waste it. 

 

Listen to Graham discuss Grenfell on BBC Radio 4's PM programme.