Local Podcasts in a Growing Video World | David Plotz #658

In this episode of The New Media Show, host Rob Greenlee interviews David Plotz, CEO and co-founder of CityCast FM, about the evolving landscape of local podcasting in an increasingly video-driven world. Plotz shares his vision for CityCast—a network of daily local podcasts, newsletters, and social content in 13 U.S. cities—that aims to build community trust and emotional connection through conversational storytelling rather than breaking news. He emphasizes that podcasting’s strength lies not in delivering timely information but in fostering intimacy, shared feeling, and civic engagement. Despite challenges like limited audience reach and monetization hurdles, CityCast has found success in midsize cities by cultivating passionate, locally rooted hosts who balance love for their city with critical curiosity. Plotz also discusses the strategic pivot toward video and social media to reach younger audiences, acknowledging that the platform’s earlier focus on audio-only content left it behind in discovery and growth. He highlights the importance of authenticity, playfulness, and neighborly values in building trust, noting that CityCast’s membership program, 'Neighbors,' reflects its mission to strengthen community bonds. The conversation reveals a nuanced, multi-dimensional approach to local media that blends journalism, entertainment, and civic participation. Key takeaways include: 1) Local podcasts thrive not by replacing traditional media but by adding emotional depth and community connection; 2) Success hinges on authentic, passionate hosts who embody their city’s spirit while remaining open to diverse perspectives; 3) Video and social media are now essential for discovery and audience growth, especially among younger demographics; 4) Trust is built through consistency, relatability, and a focus on shared civic good rather than ideology; 5) Monetization remains a challenge, but CityCast’s model of targeting engaged local audiences offers a compelling value proposition for advertisers. The episode underscores that local podcasting is not just a niche format but a powerful, underutilized tool for rebuilding local media ecosystems in the digital age.