New podcast Totally Football Show draws 5 million
downloads in two months;
Founder Iain Macintosh wants to use luck to release
extra presentations, past just recreation;
Macintosh predicts podcast promoting increase:
“I believe there may be going to be a swing in that
Iain Macintosh in the
LONDON — Ever since the breakout luck of true crime display
Serial, podcasts were certainly one of the few spaces of media which might be
The marketplace is
forecast to be price $300 million (£223.five million) this 12 months
and is rising speedy. An estimated
four.7 million other people in the UK are listening.
The simplest factor any individual in UK soccer podcasting — in all probability a
larger area of interest than it’s possible you’ll assume — can discuss at the moment are
defections from Guardian Football Weekly.
The Guardian introduced Football Weekly in 2006 as a chat-show
taste audio round-up of World Cup motion. Since then it has grown
into certainly one of the UK’s most well liked podcasts, often charting in
the best 10 and averaging 150,000 downloads in line with episode. Central
to its reputation was once its gregarious, pun-loving host James
Richardson — most probably easiest referred to as the host of Channel four’s
well-loved Football Italia.
But Richardson, podcast manufacturer Ben Green, and common
contributor Iain Macintosh shocked lovers in past due July by means of
pronouncing they had been leaving the Guardian to arrange their very own,
rival mission. The information was once described by means of greater than a few Twitter
customers as the greatest surprise of the switch window.
“When you notice the reaction to the information when it got here out — we
just about broke Twitter for a day,” Iain Macintosh informed
Business Insider in a telephone interview this week.
Forget neymar, Biggest surprise of the switch window is james Richardson leaving soccer weekly podcast, unhappy occasions — Gareth Mabey (@gmabey) August four, 2017
Mind blown by means of beginning Guardian soccer podcast season and realising James Richardson and others left to start their very own factor — Tom Thorogood (@TomThorogood) August four, 2017
Macintosh, recognized for his buoyantly delivered “Hellos” at the
start of podcasts, was once the mutiny chief. A soccer journalist
by means of industry, Macintosh mentioned he may just see podcasts had been the long term
after guesting on the Guardian and different presentations and listening to
“We’re 10 years down the line really for podcasts,” he says.
“It’s much less of a area of interest factor and extra into the mainstream. I
at all times have a look at my folks — when my folks are speaking about
one thing, that is once I know the cut-through second is there.
It’s there now.”
Probably the greatest switch information of the summer season James Richardson has left the Football Weekly podcast ? — Angelo Trofa (@angt34) August 1, 2017
James Richardson leaving the Guardian’s podcast has shaken me to my very core. I do not know the place to get my weekly quota of terrible puns. — Francis Gray (@franco_gray) July 31, 2017
But why ruin from the Guardian? It would simple to see it a transfer
motivated by means of avarice — all 3 of the breakaway podcasters have
an possession stake in the new industry, Muddy Knees Media, and
will percentage any spoils. Suspicions don’t seem to be helped by means of the truth
that the Totally Football Show, the trio’s first manufacturing,
sounds remarkably identical to the Guardian’s output.
But Macintosh says it is now not about the cash however about
inventive keep an eye on.
“There’s such a lot freedom in podcasts — it does not have to be just
the same old panel, the same old present affairs, everybody
getting their takes on the whole lot,” he says. “The luck of a few
of the different stuff that you just see in the business just presentations you
what is conceivable. I imply My Dad Wrote a Porno [a comedy podcast
about a middle aged man writing a pornographic novel] — that
would by no means get commissioned by means of any individual. But in the podcast global,
there may be a likelihood.”
Going impartial method Macintosh, Richardson, and Green can check out
new issues and now not concern if their experiments do not all come off.
“There’s an terrible lot of explanation why and each and every particular person concerned has were given
their very own motivations however clearly there may be a want for
independence, for keep an eye on,” Macintosh says.
‘When the remaining soccer season ended this wasn’t even a factor’
Richardson, the host of the Totally Football
Just weeks after pronouncing the cut up, the first version of the
Totally Football Show was once launched, timed to release at the start
of the new soccer season in early August. A 2d display
specializing in the decrease leagues of English soccer was once introduced
two weeks in the past.
Both sound slick and properly rehearsed, however their release has been
a lot more seat-of-the-pants than it kind of feels.
“When the remaining soccer season ended [in May] this wasn’t even a
factor,” Macintosh says. “It was once very, very past due. Very past due
“Ordinarily, you’ll need about 3 or 4 months to arrange a
corporate like this. Just for the Totally Football Show. I believe we
had about two and a part, 3 weeks? It all just came about.”
He provides: “It had at all times been in my head that podcasts had been the
method ahead however the method it came about — I principally spent a week
with a telephone sellotaped to my ear.”
Despite the moved quickly start, the trio nonetheless controlled to pull
in combination a consortium of personal traders to fund the challenge.
Macintosh says Muddy Knees Media is well-funded sufficient now not to be
having a look at outdoor funding for now.
five.7 million downloads and counting
Incredibly, just 8 weeks after its first display, the Totally
Football Show already has five.7 million downloads per thirty days —
up from two million at the start of September.
“I wasn’t solely shocked when the numbers got here in as prime as
they did,” Macintosh says. “It was once kind of what we might was hoping for.
It’s at all times been a factor of mine — get excellent other people doing stuff
that they are excellent at. And we have now were given the easiest presenter in James
Richardson, the easiest manufacturer in Ben Green. It’s all about
harnessing that energy now and taking that energy and spreading it
out to the different presentations.”
We roughly have a rocket spice up on the whole lot we do
Macintosh’s ambition is to take Muddy Knees Media past soccer
— past recreation even — and switch it into a podcast manufacturing
“We’re in talks now for a choice of very other instructions, as
I say non-sport,” he says. “There are 3 or 4 which might be at
the idea level.”
Macintosh hopes to have 3 soccer podcasts in manufacturing by means of
the finish of this 12 months and release every other 3 titles in the first
part of subsequent 12 months. Ben Green, higher recognized to listeners as
Producer Ben, is a willing wrestling fan and Macintosh has
talked in other places about the risk of launching a WWE
“We’ve were given the quantity now,” he says. “The Football League Show,
we have now been ready to market it that totally free directly to our personal
target market [through the Totally Football Show]. You’d kill for that
target market if you happen to had been putting in place a soccer league display now.
“We roughly have a rocket spice up on the whole lot we do and it is all
about becoming a member of all of it up — the whole lot we do serving to to give a boost to
the whole lot else. And this is sooner than we even get to reside presentations and
different industrial avenues that we will take.”
‘The guys at Football Ramble are doing sensible stuff’
Ambition has been fuelled by means of the reaction of advertisers, which
Macintosh says has been “really encouraging.” Muddy Knees Media
has already secured offers with subscription shaving startup
Cornerstone and delusion soccer sport Fan League and is “deep in
talks for extra promoting.”
“One of the issues that in point of fact made a distinction is a couple of
days sooner than we introduced there was once a tale in the Sunday Times
about Proctor & Gamble,” Macintosh recalls. “They had slashed
on-line spending as a result of they just did not know the place it was once going.
I noticed that and idea, properly, in case your number one fear is you
have no idea who is seeing those podcasts then, god, podcasts are
“There’s no higher medium for seeing who your target market is. The
information that we get is so detailed. I believe there may be going to be a
swing in that course.”
He is not by myself in considering this. The Totally Football Show is now not
the simplest new soccer display to release this summer season — The Telegraph
and The Independent have each introduced ones, whilst common name
The Football Ramble has introduced a new spin-off name about
European soccer, On The Continent. Clearly, many of us see a
vibrant long term for sports activities podcasts.
“Competition is excellent,” Macintosh says. “It helps to keep everybody on
their feet. The guys at Football Ramble are doing sensible
stuff. They’re a nice instance of what can also be finished on this
business. They’ve were given such nice chemistry and it is in point of fact
understanding properly for them.”
‘We’ve were given not anything however love for the guys at the Guardian’
The Totally Football Show
What about the ones left in the back of at the Guardian? New host Max
Rushden and his visitors sounded nearly shell surprised in the first
new episode of this season.
“We’ve got nothing but love for the guys at the Guardian,”
Macintosh mentioned magnanimously. “I believe they are in a superb
Not all listeners agree. New host Rushden has drawn ire from
some, who’ve taken to Twitter and the Guardian feedback phase
Macintosh says: “Max and Barry [Glendenning, a Guardian
journalist and Football Weekly regular] are a terrific double
act. Initially, the listeners will probably be a bit disappointed however, when they
concentrate to it for a bit, they will realise how excellent Max is, how excellent
Ah, Barry — Glendenning is in all probability the one part of the
Guardian’s secret sauce that Muddy Knees Media have failed to
march away with. The sardonic Irishman is a fan favorite, with
many questioning why he did not make a selection to transfer throughout.
Did he try to tempt Glendenning over?
There’s a pause.
“We love Barry. All issues are open in the long term however Barry has a
superb process at the Guardian outdoor of podcasting. He’s a very
For now, Macintosh has sufficient on his plate beside chasing new
“The corporate has to evolve another way it is just me operating from
studio to studio and I do not believe any individual wants that,” he says.
“I believe as we growth by way of those chaotic first 3 or 4
months, we will assess the scenario as we cross. Nothing is off the
desk, is the method I at all times paintings.”