Nick Quah's Hot Pod newsletter is a lode from which I occasionally extract a nugget. [Today](http://us12.campaign-archive1.com/?u=e7175619f87bd6b29429572aa&id=732cf5e4b1&e=07840946c7), in the wake of the latest Edison Report on podcast listening (in the US) he quotes a bloke from Audible who says:

> To me, the fact that 40% of US adults have tried podcasting, yet only half of them listen regularly, that's astounding. Show me any other medium that has that gap. None. When people sample and don't habituate, it speaks to interest that isn't being met by the content that's available today. There either isn't enough variety of things for people to listen to —or there isn't enough of what they like to meet their appetite. With 350,000 podcasts, that seems like a strange thing to say, but the simple truth is that potential listeners aren't sticking with it — and there are only two potential reasons: not enough good stuff — or they simply can't find it. Solving this could go as far as doubling the audience for podcasting.

I wonder why "Eric Nuzum, Audible’s SVP of Original Content," even bothers to raise the straw man of not enough content. And why he does not raise the question that discovery and subscription are two sides of the same coin. Right now, neither discovery nor subscription is easy.

Nick Quah himself doesn't think discovery is a problem, and that's a problem for me. He says:

> It has always occurred to me that discovery functions in the podcasting space along the same dynamics as the rest of the internet; there is simply so much stuff out there, and so the problem isn’t the discovering an experience in and of itself — it’s discovering a worthwhile or meaningful experience within a universe of deeply suboptimal experiences.

But to me that seems to miss the essential difference between audio and the other things on the internet.

It is hard to get audio at a glance. And the solution is not to make ever shorter bits of attention-grabbing audio. It is to find other ways to recommend and share audio in ways that make it easy to hear a piece, to sample a show and eventually, maybe, to subscribe.

Further to my note about a new #podcast about #indieweb things, I listened to Marty McGuire's rendering of This Week in the Indieweb. I really enjoyed it, even though I had read the text version. Production and audio were top notch, and it was very clear. My only quibbles concern the pace and the audience.

Even as a native English speaker, and despite Marty's very clear diction, it seemed a bit speedy to me. I wonder whether less fluent listeners manage to get it all.

A second, similar point, about the audience. In my estimate, as a newcomer to indieweb and a less than expert person, some of the stuff whizzed right by me. But if I were familiar with it all, I'd probably be keeping up with the IRC channels and the indieweb.org pages and so I'm not too sure why I'd need an audio version. But that's just a matter of choice.

The slightly bigger question is, would there be an audience for a more discursive podcast about the indieweb? Marty would be in favour. So would Chris Aldrich, who started this ball rolling for me. There's a fair bit of audio tagged indieweb at huff duffer, but nothing, apparently, dedicated to the topic.

We certainly have the technology to produce something that captures the history, what's happening now and how things might develop. There's no way I could do that on my own -- not least because I don't know enough to ask intelligent questions -- but with a co-host or two it would be a really interesting project.