“Have we ruined this thing with ads yet?” Each year Edison Research checks in with the heaviest podcast listeners — those that clock five or more hours weekly — to find out. Next week, the third annual “Super Listeners” study results will give creators an important peek into what’s working for long-haul fans.
With the CEO of Ad Results Media, Edison Research SVP Tom Webster will take a deep dive into these dedicated listeners’ attitudes. They’ll cover “the quality and quantity of ads, the efficacy of host-read versus pre-produced spots, and the actions Super Listeners tell us they take as a result of hearing podcast advertising.”
Sharing a few advance insights in his newsletter, Webster encourages all to tune in. Podcasters are wise to be concerned (or at least curious) about how listeners feel around the number of ads, length of ad breaks, and the role of the skip button. The free presentation is next Wednesday, February 16 at 2:00 pm ET.
Science journalist Wendy Zukerman, the host of Gimlet’s Science Vs, chose to handle Spotify’s misinformation issue with a special episode: Fact-checking statements made on The JRE by Robert Malone. In May, we published an interview with Zukerman about her productive, thoughtful approach to conflict.
“I know we've done a good job when we make both sides angry. That's my role,” she said. Zukerman takes audience engagement seriously as a learning tool. Since 2015, she has tackled gun control, psilocybin mushrooms, ghosts, climate change, and several times with guest Dr. Anthony Fauci, covid — all with a dose of humor.
Nominated for Best Host at the 2020 Ambies Awards, Zukerman helps listeners understand complex topics that are often surrounded by misinformation. Hence the title, Science Vs. In drawn-out controversies like this one, it can be easy to overlook the passionate work and positivity behind an ultimatum.
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