Description
On his 90th birthday, Sir John Tusa, the founding host of Newsnight, launched a new interview series with a simple, defiant message: the best is yet to come. In the series, he speaks to well-known figures in their nineties about their lives, their work and the world they find themselves in today.
Produced by the creators of Bold Politics with Zack Polanski, The Best Is Yet To Come is an attempt to spotlight voices which are often sidelined from public discourse. Rory Stewart describes the show as “one of the most original, interesting and bravest ventures in journalism”, adding that listeners will get “history, depth, philosophy and experience they can get no other way”.
As a new independent podcast entering a crowded market, the challenge was ensuring the series reached listeners who would connect with its distinctive premise and remarkable guests. Podcast Discovery was brought on board to support the launch, helping to introduce the show to audiences interested in politics, culture, journalism and public life.
Our work focused on securing media coverage, refining campaign messaging and creating promotional assets to support the launch. Alongside targeted outreach to journalists and reviewers, we featured the show across our owned channels, including Great British Podcasts and Podcast Rex. Throughout the campaign, we provided analysis and reporting to track performance and help the team understand how audiences were discovering and engaging with the podcast.
PODCAST DISCOVERY ACTIVITIES
- Consulted with the team to define audience and campaign objectives
- Pitched the podcast to reviewers, journalists, and media outlets for coverage and interviews
- Set up cross-promotional activity with other podcasts
- Created launch messaging, press release, and branded campaign assets
- Arranged guest appearances on relevant podcasts
- Promoted the podcast through the Great British Podcasts newsletter and conducted host Q&A on Podcast Rex
- Delivered campaign reporting and audience growth insights
Press
Show Description
Sir John Tusa, broadcaster, arts administrator and journalist, is about to celebrate his 90th birthday. Some see those in their 90s as a quiet time, but for him and his collection of fascinating friends, there is still so much more to come from life. This podcast hears wisdom, reflection, friendship, and love from people with nearly a century of experience.
The first episode recounts John’s remarkable life, interviewed by his godson, Rory Stewart. Guests include Lilian Hochauser, the woman who brought soviet music to the UK, Sir Richard Layard, who changed how we view happiness, and Philip Graham, who redefined adolescence. These are the people who made life as it is today possible, and this is a rare opportunity to hear from a generation often left at the sidelines.
IMAGERY
