This is an archived page from 2020. Find out more
While we see the growth of podcast listening as well as more advertising revenue coming to the medium, it hasn’t been successful for every brand. Why is that?
Digiday takes a hard look at some big name brands that have cut back on podcasting. With a low barrier to entry there is so much competition. And, with no clear path to discovering podcasts, marketing is key and that cost money.
According to Digiday last year Politico decreased the frequency of two of its seven podcasts and ended a third 2020. Business Insider paused its podcast “This Is Success.” The show, who’s guests included Facebook’s Sheryl Sandberg and LeBron James. And, Bustle abandoned its second show “The Bustle Huddle,” after producing 16 months’ worth of episodes.
Digiday concludes that recording your show in a closet with a microphone no longer works for advertisers looking for results. Both advertisers and listeners expect excellent value. And, advertisers will only spend money in shows that have the largest reach.
Read the full Digiday story HERE.
Comments:
Podcasting fails for that little guy with the closet studio because neither the podcaster or the advertiser is thinking long tail. It’s so obvious, but EVERYONE forgets.