Despite Loss of Commutes, Podcasting Ad Revenue Continues to Grow


PodMov Daily: Thursday, April 16

Episode 185: Your Thursday Podthoughts

Despite Loss of Commutes, Podcasting Ad Revenue Continues to Grow

Recent estimates about a drop in podcast consumption “deserve to be taken with a grain of salt,” writes Max Willens of Digiday. Advertising could reasonably be expected to follow this trend, but “podcasting’s simplicity — and its on-demand nature — has meant that for now, ad revenue continues to grow for the medium.”

“With many brand advertisers content to rework their messaging and keep spending, even as direct response advertisers pause or drop theirs,” Willens writes. “That resilience will benefit podcasters unevenly. Even as podcasting continues to grow more sophisticated as a digital media format, good old-fashioned star power still dictates where a lot of its ad dollars go.”

Audio’s flexibility has allowed producers access “most of the tools and resources needed to produce new podcast ads,” in contrast to branded content and video. Publishers and agencies are cautious, but likely see that “podcasts with established loyal audiences ought to be able to weather the storm.”

Adapting to Remote Work: How Internal Podcasts Fit the Bill

Due to the last months’ circumstances, “organizations globally were forced to come up with an entirely new playbook.” Can podcasts replace meetings? JP Gooderham, the founder of the private podcasting platform Storyboards, explains the sharp rise in podcasts for internal communications.

While overall podcast listening seems to have dipped slightly, ‘private podcast’ listening for work has become a necessity for many. Audio’s newest role “presents an opportunity for leadership to provide a voice through company updates or ‘virtual town hall’ formats,” Gooderham explains.

Disrupted work schedules can benefit from the flexibility and focus that video chats lack. “While cleaning their house or on a socially distanced walk,” says Gooderham, “employees have the ability to up-level.” Embracing the pivot may see private podcasts grow far beyond the pandemic.

Happy Thursday, readers, and thanks to Evo Terra for the interesting read on video as a current podcasting strategy. “Our brains aren't good at watching talking head videos,” he says. “(Not videos of the Talking Heads, which are all great.)”


Team PM

Curiosity about life in all of its aspects, I think, is still the secret of great creative people.

Here's what else is going on:

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  • Separate peace: Doree Shafrir’s essay in The New York Times, “I Don’t Regret Podcasting About My Infertility,” captures the power of connection with listeners. “Talking through the pain of I.V.F. with an audience eased my sense of isolation.”
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  • Match box: Matthew Boudreau of The Podcast Host explains how to record a ‘double-ender’ interview using the Samson Q2U mic. Both parties are able to “record their own end of the conversation in order to preserve the quality of both sides.”

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