Sounds Profitable
The pace of change the podcast industry is undergoing is staggering. The implications for podcasters, hosting providers, podcast listening app developers, and advertisers and agencies are enormous. And so is the growth potential. Presented as a companion to the weekly newsletter of the same name, our podcast provides you with direct access to our narrated articles, interviews with industry experts, bleeding-edge research, and can't miss industry news recaps. That Sounds Profitable, right? Assumptions and conventional wisdom will be challenged. Easy answers with no proof of efficacy will be exposed. Because the thinking that got podcast advertising close to a billion...
Mon, March 31, 2025
Pro Athletes Score With Podcasting, BBC UK Backs Off Ads, & More
Here's what you need to know for today in the business of podcasting: video podcasting on Spotify, brands go Switzerland, and big moves in sports podcasting. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, March 28, 2025
The New User Experience, Tracking 🍏 Plays, & More
Here's what you need to know for this week in the business of podcasting: the Business of Video Podcasting LA Summit, a new user experience for audio and video, and gaming looks at podcasts. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, March 27, 2025
Marketing 🎮 w/ Podcasts, Spotify Expands Partner Program, & More
Here's what you need to know for this week in the business of podcasting: YouTube updates view counts, Spotify's Partner Program expands its reach, and why Gen Z is moving away from TV. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, March 26, 2025
Podcasting's Growth in Japan, Acast Grows in AU, & More
Here's what you need to know for this week in the business of podcasting: a new podcasting report from Japan, Acast invests in Australia, and RSS is updating its distribution. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, March 25, 2025
India Invests in Influencers, 4th Signal Awards Open, & More
Here's what you need to know for this week in the business of podcasting: India is investing in influencers, open ad auctions bleed money, and the 4th annual Signal awards are open. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, March 24, 2025
What Counts as an Apple ▶️, Gen Z Video Podcast Survey, & More
Here's what you need to know for this week in the business of podcasting: how audio and video data gets combined, gen Z and video podcasts, and YouTube's new ad test. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, March 21, 2025
The Saab 900 & Podcasting, Podcasting Super Spenders, & More
Here's what you need to know for this week in the business of podcasting: how podcasting can stay special, getting the full picture with podcast data, and how super fans spend. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, March 20, 2025
Wondery Report 🔎 Podcast Fandom, Creators Supporting Smaller Comrades, & More
Here's what you need to know for today in the business of podcasting: ten years of Amplifi, the growth of podcast fandom, and creators lift all ships. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, March 19, 2025
Gen Z Streams Together, YT Upgrades Android 📺 Podcasts, & More
Here's what you need to know for today in the business of podcasting: the debate around ads on streaming, YouTube ads a Podcast tab, and the house of insights. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, March 19, 2025
A Real Saab Story About Podcasting
As podcasting veers towards becoming a subgenre of video rather than a thriving audio industry, Tom Webster looks back at an example of what happens when you strip everything unique off a beloved icon.. Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
Tue, March 18, 2025
ABC Invests in True Crime, Integrated AI Podcast Segments, & More
Here's what you need to know for today in the business of podcasting: ad forecast revisions, no escape from AI, and behind the YouTube curtain. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, March 17, 2025
Super Spenders in Audio, Podcasters vs. Influencers, & More
Here's what you need to know for today in the business of podcasting: super fans are super spenders, podcasters vs influencers, and YouTube shorts grow further. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, March 14, 2025
Brand Fans Promote Podcasting, SXSW 2025 Recap, & More
Here's what you need to know for this week in the business of podcasting: how brand fans listen, making podcasts stickier, and the creator economy at SXSW. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, March 13, 2025
Podcasting 3.0
The industry has come a long way, but the podcast consumption experience hasn’t and is starting to show why we need a more ‘one button experience’ if we want to grow the audience pool. Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
Thu, March 13, 2025
Podcasting's ➡️ Problem, Bundling Subscriptions, & More
Here's what you need to know for today in the business of podcasting: commercial audio reaches critical mass, the power of branded podcasts, and ad supported streaming. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, March 12, 2025
Video Influencer Upfronts, Spotify Producing Audiobooks, & More
Here's what you need to know for today in the business of podcasting: the left's rise in political podcasting, audiobook publishing from Spotify, and YouTube usage drops. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, March 11, 2025
Content Creators x SXSW, Complications of True Crime, & More
Here's what you need to know for today in the business of podcasting: the creator economy at SXSW, Crime Junkie's controversy, and audio layoffs. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, March 10, 2025
Free SXSW Podcasting Panel 🔊, Wondery's FAST Podcast Moves, & More
Here's what you need to know for this week in the business of podcasting: free session audio from SXSW, podcast ads are safe from tariffs, and where the left and right are going in podcasting. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, March 07, 2025
🔎 Podcasting @ SXSW, Efficient Smaller Podcasts, & More
Here's what you need to know for this week in the business of podcasting: podcasting takes Texas, diving into the News podcast listener, and what to do with your audience data. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, March 06, 2025
Podcasting @ SXSW, How to Use Surveys, & More
Here's what you need to know for today in the business of podcasting: podcasting takes Texas, diving into the News podcast listener, and what to do with your audience data. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, March 05, 2025
Are Podcasters Influencers? AdOps Takes Center Stage, & More
Here's what you need to know for today in the business of podcasting: grading Spotify's pivot to video, highlighting AdOps in a new podcast, and building from the influencer playbook. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, March 05, 2025
The Three Most Important Statistics about News Podcast Listeners
Tom Webster highlights actionable takeaways from Sounds Profitable’s latest research. Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
Tue, March 04, 2025
Small Podcasts Drive Traffic, News Audiences ❤️ Video, & More
Here's what you need to know for today in the business of podcasting: Joe Rogan's decline, inside news podcast listeners, and new developments in immersive audio. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, March 03, 2025
Advertisers 🧱 The Oscars, Podcasting OK in UK, & More
Here's what you need to know for today in the business of podcasting: a MIDAS report, cost-cutting in podcasting, and advertisers block the Oscars. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, February 28, 2025
🔎 News Podcast Listeners, Looking @ On Air Fest 2025, & More
Here's what you need to know for this week in the business of podcasting: a look at the News podcast listener, reviewing On Air Fest 2025, and solving subscriber churn. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, February 27, 2025
Australian Audio Performance, Updating YouTube's Midrolls, & More
Here's what you need to know for today in the business of podcasting: Aussie audio roundup, YouTube tweaks midroll, and indie agencies bet on tech. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, February 26, 2025
Looking @ News Podcast Audiences, Combating Podcast Churn, & More
Here's what you need to know for today in the business of podcasting: solving subscriber churn, ad click efficiency, and industry opportunities. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, February 26, 2025
Recapping On Air Fest 2025
Gavin Gaddis recaps their On Air Fest experience and reflects on the importance of carrying the flame for podcasting. Written and narrated by Gavin Gaddis Audio edited by Newton Schottelkotte Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
Tue, February 25, 2025
Performance ⚖️ Brand, Securing Authentic Celeb Partnerships, & More
Here's what you need to know for today in the business of podcasting: the new Shorts ecosystem, the rise of alt measurement, and the evolution of brand partnerships. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, February 24, 2025
Podcast-Friendly YouTube Premium, Podcasts on BBC.com, & More
Here's what you need to know for today in the business of podcasting: YouTube's new tier, brand safety relevance, and big moves from the BBC. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, February 21, 2025
Potential Podcast Paywalls, Reading UK Ranker, & More
Here's what you need to know for this week in the business of podcasting: examining podcasting by zip codes, branded podcast performance and measuring that performance, and on Wondery and SirirusXM opting out of rankers. Sign up for the webinar here . Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, February 20, 2025
📌 Podcast Popularity, Prepping for Video, & More
Here's what you need to know for today in the business of podcasting: podcasts not prepping for video, what you listen to, and new Edison research. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, February 19, 2025
Brands Bolstered by Podcasts, TV ♻️ Podcasting, & More
Here's what you need to know for today in the business of podcasting: behind the branded podcast, opting out of podcast rankers, and podcast syndication. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, February 18, 2025
Spotify’s Report Card, Slow 💰 Builds Podcasting, & More
Here's what you need to know for today in the business of podcasting: Spotify struggles with ads but might be winning with video, and the new slow creator fund. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, February 14, 2025
Podcasting @ SXSW, YouTube on 📺, & More
Here's what you need to know from this week in the business of podcasting: On Air Fest is coming next week, SXSW is on the horizon with the biggest podcasting footprint yet, another earnings call roundup, and YouTube just hit the milestone of TV watch-hours beating out both Desktop and Mobile. To that note: are you attending SXSW? We’ve created an incredibly short form so we can know who’s coming along. We’d love to see you there. Catch all the articles mentioned on Sounds Profitable.
Wed, February 12, 2025
Interviewing On Air Fest, 📺 Beats 📱 on YouTube, & More
Here's what you need to know for today in the business of podcasting: Bryan Barletta interviewed the minds behind On Air Fest, Acast reports its first profitable year, YouTube viewing on TV passed mobile and desktop, Mediavision finds podcasting is growing healthily in Sweden, and a look at ad buyers maturing how they use podcast advertising in multi-channel campaigns. Find links to every article mentioned here on Sounds Profitable.
Tue, February 11, 2025
Australia ❤️ Audio, Netflix Eyes Podcasting, & More
Here's what you need to know for today in the business of podcasting: audio's growth in Australia, how to measure video's growth, and why campaigns should go omnichannel. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, February 10, 2025
Fragmented Video Podcasting, Wow in the World + Wondery 360, & More
Here's what you need to know for today in the business of podcasting: what the push to video is missing, Fox gets into true crime, and new moves from Wondery. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, February 07, 2025
Podcast Investment Reach, Super Bowl $avings, & More
Here's what you need to know for this week in the business of podcasting: cost-effective advertising, why your business needs DEI, and learning lessons from the golden arches. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, February 06, 2025
Affordable Podcast Ads vs. The Big Game, Determined DEI, & More
Here's what you need to know for this week in the business of podcasting: Spotify struggles to win with video, why brands are going regional for the big game, and how DEI makes a better business. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, February 05, 2025
Podcasting for Canadian 🍔, the NMPA Spotify Crackdown, & More
Here's what you need to know for this week in the business of podcasting: Spotify's earnings call, takedowns on the platform, and the future of signal noise. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, February 05, 2025
Regarding Reach, and the Business-Minded Audience
In a two-part one-part article, Tom breaks down the business podcast consumer and looks at podcasting’s cost-effective reach. The Business Podcast Consumer Study Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
Tue, February 04, 2025
YouTubers Becoming Podcasters, Australian Podcasting's 2024 Performance, & More
Here's what you need to know for this week in the business of podcasting: Youtubers reinventing with podcasts, Triton Digital's 2024 Australia report, and the market's race for flexibility. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, February 03, 2025
How Podcasts Covered Disaster, Growing Turkish-Language Market, & More
Here's what you need to know for this week in the business of podcasting: podcasting in Türkiye, can podcasts be found without TikTok, and ad spend on the rise. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, January 31, 2025
Podcasting's Share of ⏰, Podcast Listening @ Work, & More
Here's what you need to know for this week in the business of podcasting: listening grows, targeting the niche, and how Americans are using phones at work. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, January 30, 2025
Google's Open Source Adtech, Black U.S. Podcast Listenership, & More
Here's what you need to know for today in the business of podcasting: Google goes open source, why podcasting is set to grow, and power in the niche. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, January 29, 2025
And Now, Your Moment of (Audio) Zen
Is audio consumption on the decline? Certainly not for podcasts. Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
Wed, January 29, 2025
Podcasters 🔜 White House Press, How Commuters Listen, & More
Here's what you need to know for today in the business of podcasting: podcasters could join the White House press, how podcasting drives commutes, and why audio podcasts reign supreme. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, January 28, 2025
Consuming Podcasts @ Work, Cooper Goes YouTube Exclusive, & More
Here's what you need to know for today in the business of podcasting: Alex Cooper moves to YouTube, brand safety shakeups, and what Americans use their phones at work for. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, January 27, 2025
Podcasts Powering Growth, Selling Old Shows with 🤖
Here's what you need to know for today in the business of podcasting: how podcasts won the election, Sundance's place in the market, and innovations in audio investment. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, January 24, 2025
What Business Listeners Want, 📝 On the Podcast Election, & More
Here's what you need to know for this week in the business of podcasting: tracking the podcast election, business podcast buyers, and meeting buyers where they are. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, January 23, 2025
Audio =/= Video Podcasting, Podcast Listening Approaching Pre-Pandemic, & More
Here's what you need to know for today in the business of podcasting: video doesn't equal audio, buyers are listeners too, and pre-pandemic listening patterns. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, January 22, 2025
Reflecting on the Podcast Election, Netflix's Ad Growth, & More
Here's what you need to know for today in the business of podcasting: the election podcast circuit, Netflix raises prices, and why diverse audiences are a gold mine for podcasts. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, January 22, 2025
Buyers Are Listeners, Too
If you bring buyers into your medium’s audience and tell them how good your medium is, they’ll buy it. Video link. Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
Tue, January 21, 2025
Podcast Leads Digital Audio, Podcast Hall of Fame Inductees, & More
Here's what you need to know for today in the business of podcasting: ad spend snapshots, on demand audio on the rise, and more podcast elections. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, January 17, 2025
Listening to Podcast Listeners, Shortform Video’s Future, & More
Here's what you need to know for this week in the business of podcasting: cracking the case of true crime listeners, the business podcast consumer, and what's new for On Air Fest. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, January 16, 2025
Who Listens to Business Podcasts, the Hunt For Connection, & More
Here's what you need to know for today in the business of podcasting: another edition of Oops, All Quick Hits. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Trailer · Thu, January 16, 2025
Industry Research, News, and the Business of Podcasting
Welcome to the Sounds Profitable podcast, where you'll find audio versions of our weekly thought leadership articles, daily summaries of vitla news for those in the business of podcasting, and a Friday roundup of important stories you might have missed (along with why they matter to podcasting).
Wed, January 15, 2025
Audioboom's 2024 Earnings, Taking Podcast Ads to 🎮, & More
Here's what you need to know for today in the business of podcasting: On Air Fest aims high, Audioboom's 2024 trading update, and YouTube's new Shorts. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, January 14, 2025
Podcast Ad Ads @ LAX, 2025 for Influencers, & More
Here's what you need to know for today in the business of podcasting: the myth of ad-free podcasting, a new campaign at LAX, and predictions for 2025 influencer marketing. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, January 13, 2025
Why Razorfish ❤️ Podcast Ads, Affiliate 🍪 Allegedy Overwritten, & More
Here's what you need to know for today in the business of podcasting: prioritizing podcast ads, a Capital one lawsuit, and 2025 goals for podcasting. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, January 10, 2025
Examining Business Podcast Audiences, Potential Impact of 🍯, & More
Here's what you need to know for this week in the business of podcasting: an affiliate code scandal rocks creators, the rise of the small influencer, and the business of business podcasting. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, January 09, 2025
Renewing Big Podcast Deals, Meta's Changing Ad Ecosystem, & More
Here's what you need to know for this week in the business of podcasting: the business of business podcasting, new show renewals, and meta ad changes. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, January 08, 2025
Audio Lessons from 2024, The Podcast Promotion Landscape, & More
Here's what you need to know for this week in the business of podcasting: the Podcast Promotion Landscape, podcasts take over TV, and an M&A surge set for 2025. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, January 07, 2025
How 🍯 Might Impact Podcasting, Audio Fuels Branded Search, & More
Here's what you need to know for this week in the business of podcasting: an influencer marketing scandal, how audio fuels research, and the pivot to video continues. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, January 06, 2025
Podcasters Prepare For a TikTok Ban, 2025 Trends, & More
Here's what you need to know for this week in the business of podcasting: predictions for 2025, elections results could shape brand activism, and the future of TikTok. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, December 20, 2024
The $1,000 Podcast Listing, Podcasting's 2025 Predictions, & More
Here's what you need to know for this week in the business of podcasting: The Case for Making a Case for Spoken Word in 2025, Italian Podcast Licensing Invoices, and Industry Experts Predict Podcasting in The New Year. Find links to every article mentioned at Sounds Profitable.
Thu, December 19, 2024
Preserving Spoken Word, Canadian Podcasting Charts, & More
For the final Download daily upload of 2024, here's what you need to know: Tom Webster talks the most important thing podcasting should talk about next year, more brands are using influencer creative in programmatic ads, Right Side Up has predictions for next year, a look back at this year's big ticket podcast deals, and Triton Digital's Canadian podcast ranker. Find links to every article mentioned today at Sounds Profitable.
Wed, December 18, 2024
IAB Solicits Podcast Best Practices, On Air Fest 2025 Grows, & More
Here's what you need to know for today in the business of podcasting: On Air Fest grows ever-larger for 2025, James Cridland examines TuneIn's layoffs and cost-cutting, the IAB collects examples of best practices in podcasting, AdExchanger talks tired trends of 2024 advertising, and principal-based media buying is growing more popular. Here's something different: a podcast *campaign* to keep people home for the holidays! So many people are one crisis away from becoming unhoused, like Keoni Washington , a young boxer who lost his mom to COVID and had to provide for his brothers. The podcast Sharing Stories gives a window into their lives and how one-time rental assistance helped them through a tough stretch. They're encouraging other podcasts (like yours!) to spread the word about rental assistance this season -- like by running a “ PSA ” in place of an ad. More info here ! For links to every article covered, catch the newsletter version of the episode here on Sounds Profitable.
Tue, December 17, 2024
Influencer Agencies Managing Talent, Podcast Listing Invoices, & More
Here's what you need to know for today in the business of podcasting: YouTube's opt-in AI training feature, Italian company sends spurious invoices for podcast listings, and influencer agencies are dipping their toes into talent management. Here's something different: a podcast *campaign* to keep people home for the holidays! So many people are one crisis away from becoming unhoused, like Keoni Washington , a young boxer who lost his mom to COVID and had to provide for his brothers. The podcast Sharing Stories gives a window into their lives and how one-time rental assistance helped them through a tough stretch. They're encouraging other podcasts (like yours!) to spread the word about rental assistance this season -- like by running a “ PSA ” in place of an ad. More info here ! Find links to every article mentioned and subscribe for the newsletter version at Sounds Proftiable .
Mon, December 16, 2024
Podcast Expert 2025 Predictions, ANA 🔎 Programmatic Transparency, & More
Here's what you need to know for today in the business of podcasting: CoHost has 28 podcasting experts' thoughts on 2025, Buzzfeed has sold First We Feast and what that means for M&A, IAB Tech Lab rebrands Seller Defined Audiences, the ANA finds programmatic sinks are slowly being fixed, and EV TV spend is down and it's because of Gen Z preferring digital. Find links to every article mentioned and full coverage here on Sounds Profitable.
Fri, December 13, 2024
Amazon Auto’s Potential, True Crime Podcast Audiences, & More
Here's what you need to know for this week in the business of podcasting: true crime listeners, online car shopping's podcast potential, and a history of Kiwi podcasting. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, December 12, 2024
True Crime Listener Research, YouTube's Video Podcast Milestone, & More
Here's what you need to know for today in the business of podcasting: true crime listeners, new features in iOS 18, and streaming plans for 2025. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, December 11, 2024
Meme Marketing Perils, New Zealand's Podcasting Pedigree, & More
Here's what you need to know for today in the business of podcasting: an online car dealership from Amazon, the history of podcasting in New Zealand, and the shrinking podcast middle class. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, December 11, 2024
Reflections on a Podcasting Career
Tom Webster shares some pearls of wisdom from twenty years in the oyster of podcasting. Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, December 10, 2024
Podcaster Launches Beverage, BetterHelp Top AU Podcast Advertiser, & More
Here's what you need to know for today in the business of podcasting: 2025 podcasting predictions from Joni Deutsch, Alex Cooper's getting into hydration, and BetterHelp holds their spot as top podcast advertiser in Australia. Register now for The 2024 True Crime Podcast Listener Landscape Report from Libsyn and Sounds Profitable! Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, December 09, 2024
Ad-Friendly True Crime, A Trillion Dollar Year, & More
Here's what you need to know for today in the business of podcasting: true crime can win advertisers, the trillion dollar year, and health and wellness ad restrictions. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, December 06, 2024
Paywalling Podcast Journalism, Growing Audio Globally, & More
Here's what you need to know for this week in the business of podcasting: podcasting on rented airwaves, walled gardens going up, and fostering podcast growth. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, December 05, 2024
Magellan AI x Public Media, Focusing Subcultures over Demographics, & More
Here's what you need to know for today in the business of podcasting: some more super quick hits plus a special offer. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, December 04, 2024
Podcast Reporting 🔜 Paywalls, WARC on Increasing Audio Spend, & More
Here's what you need to know for today in the business of podcasting: paywalling podcast journalism, breaking down audio barriers, and Spotify wrapped. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, December 03, 2024
Programmatic's 2024 Performance, YouTube's Podcasting Lead Continues, & More
Here's what you need to know for today in the business of podcasting: YouTube leads in podcast discovery, global ad spend tops 1 trillion, and the DOJ takes on tech again. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, December 02, 2024
Podcast Show London Tickets Live, Mobile Shopping on 🦃 Day & More
Here's what you need to know for today in the business of podcasting: Spotify's video policy, mobile shopping trends, and podcasting's global promise. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, November 26, 2024
New Shows Grow in Triton Ranker, More Podcasting M&A, & More
Here's what you need to know for today in the business of podcasting: some Thanksgiving-friendly quick hits from podcast news. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, November 25, 2024
Australian Podcast Ads Grow, 2025 Focus on SEO Spend, & More
Here's what you need to know for this week in the business of podcasting: podcasting growth in Australia, new M&R, and more SEO spend to come in 2025. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, November 22, 2024
Audible on Amazon Music, Audio "vs" Video Podcasting, & More
Here's what you need to know for this week in the business of podcasting: implications of Spotify for Creators, a report on video's rise in podcasting, and how brands are getting creative with podcast ads. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, November 21, 2024
Looking @ Spotify's Video Pivot, Uptick in Gen-AI Sites, & More
Here's what you need to know for today in the business of podcasting: Spotify for creators, AI sludge, and the rise of video podcasting. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, November 20, 2024
Taking Podcast Research Global, Apple's Top Podcasts of 2024, & More
Here's what you need to know for this week in the business of podcasting: layoffs in sports podcasting, redefining creativity in podcast ads, and Apple's top podcasts in 2024. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, November 19, 2024
Audiobooks on Amazon Music, News Influencers Are Growing, & More
Here's what you need to know for this week in the business of podcasting: Amazon music has added Audible, a YouTube liaison opens up about the algorithm, and top podcast advertisers. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, November 18, 2024
Paying Video Podcasts w/ Watchtime, Facebook 🔜 Views
Here's what you need to know for this week in the business of podcasting: Spotify pushes for more video, Facebook switches to views, and new FDA advertising standards. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, November 15, 2024
Podcasting 🤝 OOH, Spotify Launches Partnership, & More
Here's what you need to know for this week in the business of podcasting: the new home of podcasting on Spotify, getting outside for podcasting, and an increase in mergers and acquisitions in Q3. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, November 14, 2024
New Spotify Partnership Program, KANTAR Looks @ Podcast Ads, & More
Here's what you need to know for this week in the business of podcasting: the new home of podcasting on Spotify, the effectiveness of podcast advertising, and Amazon slashes its U.S. spending. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, November 14, 2024
The Offline World
This week, Tom offers a section of his new book, The Audience Is Listening, on marketing in the “real world” Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Wed, November 13, 2024
Spotify 📈 Q3, Influencer Blackouts are Over, & More
Here's what you need to know for today in the business of podcasting: Spotify's Q3 earnings report, infleuncer spending blocks from the election are over, M&A is up, and subscriptions are looking to be an area of focus for publishers in 2025. Register now for the live webinar on Wednesday, November 20th, at 2:00 p.m. EST. Catch the full write-up of today's episode on Sounds Profitable.
Tue, November 12, 2024
New Media Growth During Election, Podpage Debuts Survey Tool, & More
Here's what you need to know for this week in the business of podcasting: iHeart's third quarter, new media moves on, and Podpage's new listener survey. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, November 08, 2024
Audience Data on Podcast Discovery, Industry Tracking Changes, & More
Here's what you need to know for this week in the business of podcasting: tracking podcast tracking, audio and video prime, and The Podscape is back. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, November 07, 2024
Asking Tough Brand Safety Qs, Defining Creator vs. Influencer, & More
Here's what you need to know for today in the business of podcasting: the ad industry redefines influencing, big questions in brand safety, and The Podscape opens submissions. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, November 05, 2024
Tracking Podcast Tracking, Super Bowl is Sold Out, & More
Here's what you need to know for today in the business of podcasting: the Super Bowl sells out, tracking podcast tracking, and lessons from advertising week. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, November 04, 2024
Issues with Third-Party Pod Tracking, SXM's Podcasting Q3, & More
Here's what you need to know for today in the business of podcasting: a new UK podcast ranker, Q3 earnings from SXM, and how marketing executives are prepping influencers for the election. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, November 01, 2024
Selling Podcasts with Curiosity, FTC Influencer Ad Crackdown, & More
Here's what you need to know for this week in the business of podcasting: new FTC crackdowns on false advertising, better podcast marketing, and shoppers are starting holiday prep earlier. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, October 31, 2024
New IAB Guide to Selling Podcasting, Inspiring Curiosity in Podcasts, & More
Here's what you need to know for today in the business of podcasting: the curiosity gap and now to cross it, getting audio and podcasting on your brand's media plan, and what emotion AI can do for advertising as we know it. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, October 31, 2024
Better Podcast Marketing and The Curiosity Gap
It’s one thing to use generic descriptions to explain a song or podcast, but there’s power in creating curiosity with a recommendation. Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Wed, October 30, 2024
Acast on the Podcast Pulse, False Endorsement Law Arrives, & More
Here's what you need to know for today in the business of podcasting: a new FTC law cracks down, podcasting advertising transcends audio, and why Prime Day could be different this year. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, October 29, 2024
New Sonic Branding Report, Influencer Marketing's Political 🧳, & More
Here's what you need to know for today in the business of podcasting: a report card on beauty brands, why influencer marketing has gotten risky, and new partnerships. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, October 28, 2024
Podcast Socials Drive Watch Time, Consumer Election Anticipation, & More
Here's what you need to know for today in the business of podcasting: a report on podcast watch time, how to get your podcast on platform lists, and election anxieties drive consumer purchasing. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Bonus · Fri, October 25, 2024
[Feed Drop] From Competitors to Partners: The Story Behind the Industry's Biggest Union
This week Bryan Barletta guested on the Media Roundtable podcast, here's the episode! Original description for the episode is as follows: The Media Roundtable is back! This week, we're making waves in the podcasting world with a groundbreaking announcement that's set to reshape the industry.If you haven’t heard, Oxford Road and Veritone One , under Insignia Capital Group , plan to join forces to form the world's largest podcast and creator-based video agency. Starting immediately, Oxford Road’s CEO & Founder, Dan Granger , will lead both organizations.So with an eye to the future, Dan Granger (CEO, Oxford Road & Veritone One ) sat down with Conor Doyle , (President, Veritone One ) and Bryan Barletta (Founder & Partner, Sound Profitable ) to talk through the big deal and why it’s such a big deal.The excitement in the room is palpable as Conor and Dan go from competitors to collaborators. They’re talking value-alignment, industry impact, and how it’ll help CAOs. Let’s dig in. "Brands haven't really had a collective voice. And they're the ones paying everybody's bills. They should be at the top of the food chain." Dan Granger (CEO, Oxford Road & Veritone One ) Values are Everything 💯- In early conversations, it was clear that Insignia was not your typical private equity group. Their alignment of values (transparency, not being defensive) and a proven agency track record showed the Oxford Road and Veritone One teams that a deal wasn’t just possible, it made
Fri, October 25, 2024
Spotify's Ad Exchange, Insignia Buys Veritone One + Oxford Road, & More
Here's what you need to know for this week in the business of podcasting: video's role in podcast discovery, new acquisitions in podcast tech, and spotify's new SAX. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, October 24, 2024
UK Digital Listening Up, Spotify Launches Podcast Auto-Mod, & More
Here's what you need to know for this week in the business of podcasting: does video drive discovery, digital listening continues to grow, and the MMM debate. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, October 23, 2024
Spotify Launches 🎷, Podcast Live Show Promotes Literacy, & More
Here's what you need to know for this week in the business of podcasting: Spotify Ad Exchange, how agencies are using GenAi, and why streaming services are being bundled with your groceries. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, October 23, 2024
Does Video Drive Discovery? Audio and Video Podcast Consumers in 2024, Part Two
Even when looking at audiences who are ride-or-die for audio podcasts, video plays a key role in the modern podcast discovery process. Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, October 22, 2024
Insignia Buys Veritone One/Oxford Road, Top Sept. Podcast Spenders, & More
Here's what you need to know for this week in the business of podcasting: new acquisitions, Americans warm up to advertising, and the top spenders in podcast advertising. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, October 21, 2024
Amazon's Audio Generator, DoubleVerify ✔️ Spotify Video Ads, & More
Here's what you need to know for this week in the business of podcasting: audio is popular in Germany, Spotify video ads get verified, and Amazon launches generated ads. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, October 18, 2024
Kids & Family Ad Opportunity, Music Debuted on Podcast, & More
Here's what you need to know for this week in the business of podcasting: a look at video and audio-focused podcast audiences, opportunities in Kids and Family, and podcasting grows up. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, October 17, 2024
Spotify 💸 Audiobook Publishers, Podcast Protests Airline, & More
Here's what you need to know for this week in the business of podcasting: audiobook growth, This American Life gets premium, and Southwest under pressure. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, October 16, 2024
Podcast Debuts 🎵 Single, YouTube on RSS, & More
Here's what you need to know for this week in the business of podcasting: the first single debuted on a podcast, more "Questions To...", and breaking into the Gen Z sphere. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, October 16, 2024
Audio and Video Podcast Consumers in 2024, Part One
The first of a two-part exploration of how audio-first and video-first podcast audiences consume their favorite content. Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, October 15, 2024
Kids & Family Ad Opportunity, Podcasting's a Maturing Industry, & More
Here's what you need to know for this week in the business of podcasting: podcasting grows up, kids and family opportunities for advertisers, and Spotify expands its audiobook reach. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, October 11, 2024
Podcast Audience Interia, A Podcasting Election, & More
Here's what you need to know for this week in the business of podcasting: Wondery moves to merch, candidates go on a podcast tour, and why we need to promote podcasting. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, October 10, 2024
Podcasting's Inertia Problem, Wondery x Spencers, & More
Here's what you need to know for this week in the business of podcasting: a call to promote podcasting, presidential candidates take on podcasts, and a new Wondery collab. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, October 09, 2024
Influencers Focus Live Events, Podcast Ad Size Matters, & More
Here's what you need to know for this week in the business of podcasting: influencer relationships in athletes, more dispatches from Advertising Week, and podcasters on tour. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, October 09, 2024
Inertia Is The Enemy of Podcasting
A significant amount of people simply stop listening to podcasts once they finish the show they’re listening to. Tom Webster talks about what can be done to rectify this. Written by Tom Webster Narrated by Gavin Gaddis Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, October 08, 2024
Walmart's Podcasting Insights, Audible en España, & More
Here's what you need to know for this week in the business of podcasting: more coverage of the presidential podcast tour, Audible's Spanish anniversary, and how Walmart is utilizing podcasting. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, October 07, 2024
Presidential Podcasting Tour, Wondery Launching Toy Line, & More
Here's what you need to know for this week in the business of podcasting: presidential candidates take the mic, the story of SmartLess, and news from Advertising Week NYC. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, October 04, 2024
Chartable Replacements, Podcasting @ Advertising Week, & More
Here's what you need to know for this week in the business of podcasting: what Liquid Death can teach podcasting, podcasting’s coming to Advertising Week, and updates to Apple Podcasts. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, October 03, 2024
Podcasting Like Liquid Death, Transcript Upgrade @ Apple, & More
Here's what you need to know for this week in the business of podcasting: why audio-only should stay special, can't-miss panels at ad week, an update to Apple transcripts. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, October 02, 2024
Podcasting 🔜 Advertising Week NYC, Ad Tolerance Rising, & More
Here's what you need to know for this week in the business of podcasting: podcasting gears up for advertising week, why election season shouldn't put off brands, and how brands are using podcasts to network. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, October 02, 2024
19.2 Ounces of Podcasting Wisdom
What Liquid Death capitulating to produce a 12oz version after building their brand on 19.2oz can teach podcasting. Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, October 01, 2024
Can't Skip YouTube, Spotify Pod Fan Study, & More
Here's what you need to know for this week in the business of podcasting: Apple Podcasts' new "Series" feature, why YouTube ads are getting unskippable, and new requirements from Nielsen. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, September 30, 2024
Chartable to Close, NYT Teases VP Podcast Appearance, & More
Here's what you need to know for this week in the business of podcasting: Chartable to sunset, how the news business can stay sustainable, and what demographic brands are missing. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, September 27, 2024
FTC Data Privacy Concerns, Podcasting’s Next 20m Listeners, & More
Here's what you need to know for this week in the business of podcasting: connecting with potential listeners, video podcasting goes talk show, and Meta AI spells trouble for advertisers. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, September 26, 2024
Podcasting's Next 20m Listeners, Spotify Syncs Feeds, & More
Here's what you need to know for this week in the business of podcasting: the potential of the Persuadables, Spotify's new synced feeds feature, and fintech taps influencers and more for ad campaigns. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, September 25, 2024
Meta Ad Bugs, Paramount Announces Layoffs, & More
Here's what you need to know for this week in the business of podcasting: layoffs at Paramount audio, new features on YouTube, and optimizing the news with AdExchanger. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, September 24, 2024
Australia's 2m Daily Listeners, NYT Launches Podcast Tier, & More
Here's what you need to know for this week in the business of podcasting: the top movers and shakers in podcast advertising, paywalled back catalogues at NYT podcasts, and more outlets shift their strategies. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, September 23, 2024
FTC on Privacy, Spotify Reaffirms Extremist Content Policy, & More
Here's what you need to know for this week in the business of podcasting: FTC takes on privacy practices, working to stop violent content online, and the second wave of podcasting's deals. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, September 20, 2024
Women’s Sports 🔊 Revolution, Voters Trust Podcasts, & More
Here's what you need to know for this week in the business of podcasting: amplifying women in podcasting, what registered voters are listening to, and how the olympics shook out for broadcasters. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, September 19, 2024
Refocusing Podcasting for Women, YouTube's Launching Hype, & More
Here's what you need to know for this week in the business of podcasting: women in podcasting, the sports revolution coming to audio, and YouTube's new Hype feature. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, September 18, 2024
FAST Fill Rates, Podcast Habits of Registered Voters & More
Here's what you need to know for this week in the business of podcasting: the listening habits of registered voters, an ad-tech antitrust lawsuit may hurt YouTube, and the future of TV briefing. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, September 18, 2024
Reversing the Algorithm for Women in Podcasting
Most top podcast charts skew heavily male, and the average podcast audience is backsliding in comparison to the population. How do we fix this? Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, September 17, 2024
Coca-Cola on Open Web, International Brands on Podcasts, & More
Here's what you need to know for this week in the business of podcasting: Coca-Cola takes a stance on the open web, international advertising in Australia, and CEOs' favorite podcasts. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, September 16, 2024
BBC Renews Podcast Strategy, Spotify Focusing Video, & More
Here's what you need to know for this week in the business of podcasting: ad load during elections, BBC Sounds serves up the best, and Spotify continues to move to video. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, September 13, 2024
Elections Influencing Influencers, Women's Sports a Slam Dunk, & More
Here's what you need to know for this week in the business of podcasting: how elections are doing the influencing, an IP switch, and why women's sports is continuing to rise. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, September 12, 2024
Setting Midrolls Straight, Podcast Execs Eye Influencer Budgets, & More
Here's what you need to know for today in the business of podcasting: Sounds Profitable at four, podcasting goes for influencer deals, and the case for quality over quantity. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, September 11, 2024
IPv6 vs. IPv4, 📉 Streaming Ad Prices, & More
Here's what you need to know for today in the business of podcasting: Podscribe's new tracking solution, Amazon drives streaming prices down, and how creators are influencing the election. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, September 11, 2024
Four Years Strong
Bryan Barletta looks back on four years of Sounds Profitable, and where we can go next. Written and narrated by Bryan Barletta Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, September 10, 2024
Women's Sports Excel @ Upfront, Issues w. Bulk Data, & More
Here's what you need to know for today in the business of podcasting: the state of audio advertising, big data's checkup, and demand for womens sports continues to grow. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, September 09, 2024
Influencing During Elections, AI 🔎 for AI, & More
Here's what you need to know for today in the business of podcasting: how the election is influencing influencers, YouTube's new AI tools, and tensions could rise in sports podcasting. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, September 06, 2024
Brand Perceptions of Podcasting, Australia's Audio Growth, & More
Here's what you need to know for today in the business of podcasting: a new study of how brands see podcasting, political spending spikes, and growth in Australian podcasting Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, September 05, 2024
Attention Attention, Limited Time 🍂 Branding, & More
Here's what you need to know for today in the business of podcasting: IAB and MRC collab, what to expect from fall marketing, and the French. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, September 04, 2024
Podcast Advertising's August, Industry Growth in Saudi Arabia, & More
Here's what you need to know for today in the business of podcasting: a podcast boom in the Middle East, Spreaker Create in Beta, and podcast advertising rates in August. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, September 03, 2024
New Branded Podcast Report, Australia's Audio 📈, & More
Here's what you need to know for today in the business of podcasting: a new study release from Cohost and Sounds Profitable, political ads about to boom, and Chartable is back up Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, August 30, 2024
A Look @ Podcasting's Landscape, Rising Ad Loads, & More
Here's what you need to know for this week in the business of podcasting: brand safety in the modern age, new data from Sounds Profitable, and celebrity podcasting deals. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, August 29, 2024
New Podcast Landscape Study, Why Big-Ticket Podcast Deals Happen, & More
Here's what you need to know for today in the business of podcasting: a new study from Sounds Profitable, Edison Podcast Metrics UK, and podcasting in the creator economy. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, August 28, 2024
New Audience Survey Tool, News Publishers on Brand Safety, & More
Here's what you need to know for today in the business of podcasting: how to conduct an audience survey, brands fear culture wars, and Netflix is still courting advertisers. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, August 27, 2024
Kelce Bros. Sign Amazon, SXM Finds Podcast Ad Halo Effect, & More
Here's what you need to know for today in the business of podcasting: Kelce deals, Magellan AI's top spenders, and the importance of host chemistry. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, August 26, 2024
The Case for Hard News Ads, Raising Standards for Podcasting, & More
Here's what you need to know for today in the business of podcasting: Tom Webster's keynote at Podcast Movement, the case for hard news, and the modern race for fact checking. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, August 23, 2024
Stories @ Podcast Movement DC, FTC Eyes Fake Followers, & More
Here's what you need to know for this week in the business of podcasting: a recap of Podcast Movement, new FTC rules for creators, and gross ad spend spikes. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, August 23, 2024
Onward and Upward- Sounds Profitable at Podcast Movement
It’s been a busy week for the Sounds Profitable crew at Podcast Movement 2024. Let’s go over some highlights from this week and what they mean in the big picture. Written and narrated by Gavin Gaddis Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Wed, August 21, 2024
Podcasting @ Advertising Week, The Podcast Landscape in 2024, & More
Here's what you need to know for today in the business of podcasting: Tom Webster's keynote address, podcasting at advertising week, and TV viewing in an upswing. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, August 20, 2024
Thrumm Brings the 🎵, Auto Ads Up in AU, & More
Here's what you need to know for today in the business of podcasting: Thrumm launches at Podcast Movement, Kristin Myers joins Sounds Profitable, and Alex Cooper signs new deal with SXM. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, August 19, 2024
Premium Ad-Supported Podcasting, FTC Fights Fake Followers, & More
Here's what you need to know for today in the business of podcasting: new FTC regulations hit influencers, Apple podcasts launches on the web, and why Google ads are showing up on X. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, August 16, 2024
Apple's Distraction Control, GARM Disbands Over X, & More
Here's what you need to know for this week in the business of podcasting: the danger of rising podload, GARM's gone, and podcasting in the fourth estate. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, August 15, 2024
Precarious Podcast Ad Load, Audio Streamers📈 YoY, & More
Here's what you need to know for today in the business of podcasting: Chartable outages, the danger of rising podload, and the White House's first creator conference. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, August 14, 2024
SAG-AFTRA 🤖 Voice Deal, Spotify Changing in EU iOS, & More
Here's what you need to know for today in the business of podcasting: Spotify can display EU pricing, a new AI voice deal, and breaking down influencer marketing. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, August 14, 2024
Where Will We Get Our News?
A look at the precarious position of news publishers, and how podcasting can fit into propping up the Fourth Estate. Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com. You can register now for the live debut webinar , coming to a screen near you at 2:00 p.m. EST on Wednesday, August 28th.
Tue, August 13, 2024
Legislating Kidfluencers, Prepping for Ho-Ho-Holiday Shopping, & More
Here's what you need to know for today in the business of podcasting: getting ready for holiday shopping, a peek at the Podscribe performance benchmark for Q2, and youth labor laws. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, August 12, 2024
Podcasts Challenge 📺 Attention, GARM's Gone, & More
Here's what you need to know for today in the business of podcasting: a SLAPP lawsuit backfires, the Paralympics get special attention, and Apple's new web cleanup tool. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, August 09, 2024
Olympic Social Media Bumps, Evergreen Brand Focus, & More
Here's what you need to know for this week in the business of podcasting: true crime as an advertising opportunity, making industry info accessible, and storytelling for evergreen brands. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, August 08, 2024
Olympian Social Media 🥇, History Podcasting’s Long Tail, & More
Here's what you need to know for today in the business of podcasting: Olympic athletes are scoring on social media, Adalytics' report challenges verifiers, and the rise of history podcasts. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, August 07, 2024
Big Brands 🔜 Niche Audiences, U.S. Ad Spend Forecast 📈, & More
Here's what you need to know for today in the business of podcasting: securing niche audiences across the board, local ad spend on the rise, and Spotify outages. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, August 06, 2024
Strategizing Podcast Growth, Evergreen Brand Storytelling, & More
Here's what you need to know for today in the business of podcasting: where politics is putting its ad dollars, retailers struggle to identify site visitors, and how to grow your audience. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, August 05, 2024
Child Safety in Advertising, Patreon Podcasters Made $350m in '23, & More
Here's what you need to know for today in the business of podcasting: what new online privacy bills mean for advertisers, video podcasting gets the spotlight, and NYT Audio goes open. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, August 05, 2024
Ad-Skipping's Impact, Web Browser Regulation, & More
Here's what you need to know for this week in the business of podcasting: what ad skipping means to podcasters, YouTube and brand safety, and the possibility of browser regulation. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, August 02, 2024
Ad-Skipping's Impact, Web Browser Regulation, & More
Here's what you need to know for this week in the business of podcasting: what ad skipping means to podcasters, YouTube and brand safety, and the possibility of browser regulation. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, August 01, 2024
Ad Skipping's Real Impact, UK Podcasting Growth, & More
Here's what you need to know for this week in the business of podcasting: the hidden cost of ad skipping, more q2 analysis, and why standardization is a marketing challenge. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, July 31, 2024
Megaphone ✅ IAB Certified, YouTube's Scale Power, & More
Here's what you need to know for today in the business of podcasting: megaphone gets IAB certified, Google's new Performance Max updates, and a look into Europe's podcast market. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, July 31, 2024
The Hidden Cost of Ad-Skipping
A look at the efficacy of podcast advertising and what the true impact of enabling further skipping entails. Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, July 30, 2024
Top Podcast Q2 Performance, Web Browser Regulation, & More
Here's what you need to know for this week in the business of podcasting: Q2 advertising benchmarks for podcasting, why video creators are cautious about AI, and the question of web browser regulation. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, July 29, 2024
Acast Q2 Goes for Gold, Pacific Content 🔜 Lower Street, & More
Here's what you need to know for this week in the business of podcasting: how brands are handling the Olympics, Acast's growth trajectory, and the truth about third-party cookies. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, July 26, 2024
Ethics for AI 🔊 Advertising, Google Keeping Cookies, & More
Here's what you need to know for this week in the business of podcasting: a Q2 advertising roundup, Google set to (maybe) keep cookies, and why influencers are upping their rates. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, July 25, 2024
New IDs in Podcasting, Micro-Influencer Rates 📈, & More
Here's what you need to know for this week in the business of podcasting: back to school shopping, a first look at Critical Role's new show, and growth in micro-influencer rates. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, July 24, 2024
Spotify's New Ad Manager, U.S. Political Advertising Shakeup, & More
Here's what you need to know for this week in the business of podcasting: a newly branded Spotify ads manager, a roundup of Q2 earnings, and what Black podcast fans are listening to. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, July 24, 2024
Educational Opportunities for the Podcast Industry
Podcasting is brimming with opportunities, and we’re aiming to help others know how to find them. From free webinars, to good old print media. Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, July 23, 2024
Google Keeps 🍪(Kinda), Spotify's Q2, & More
Here's what you need to know for this week in the business of podcasting: Google might keep cookies, Spotify's Q2 earnings, and what is MMM? Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, July 22, 2024
AI Ethics for Ads, Podcasting's Olympic Potential, & More
Here's what you need to know for this week in the business of podcasting: new ethics guides for AI advertising, audio's role in women's sports fandom, and a check-in with ads on Netflix. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, July 19, 2024
Platforms Fight to Stay Brand Safe, Programmatic’s Future, and More
Here's what you need to know for this week in the business of podcasting: the fight against misinformation, why podcasting sees a future in sports, and how to find your show's best bits. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, July 18, 2024
What Your Podcast Can ✂️, From Athlete to Influencer, and More
Here's what you need to know for today in the business of podcasting: why brands are courting sports stars, a new podcast for the Deaf/HoH community, and why your podcast could use an edit. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, July 17, 2024
Podcasting Gets Global, Programmatic Tempts CTV, and More
Here's what you need to know for today in the business of podcasting: an update from Australia, why ad buyers are going programmatic, and increases in podcast accessibility. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, July 17, 2024
What Has Your Podcast Got To Lose?
This week Tom Webster provides an exercise in trimming the fat from your podcast. Written and narrated by Tom Webster Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, July 16, 2024
Rapid Misinformation, Audio's Prime Advantage, and More
Here's what you need to know for today in the business of podcasting: how platforms are dealing with a spike in misinformation, the problem with podcast subscriptions, and Prime Day's help from audio. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, July 15, 2024
Sports Explosion, Going Long on YouTube, and More
Here's what you need to know for today in the business of podcasting: soccer takes the states by storm, sports streaming fragments, and the rise of the feature-length video essay. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, July 12, 2024
Women's Sports A Good Bet, Spotify Adds 💬, & More
Here's what you need to know for this week in the business of podcasting: how ads are being bought on misinformation sites, the cyclical nature of sports, and how advertisers are preparing for Gen Alpha. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, July 11, 2024
Advertising’s Mid-Year Checkup, Defending The Right Not To Buy, and More
Here's what you need to know for today in the business of podcasting: creator startups see big gains, the ad industry goes to court, and CNN launches gigital subscriptions. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, July 10, 2024
TAL Ad Sales Switch, Creators @ Cannes Lions, & More
Here's what you need to know for today in the business of podcasting: This American Life returns to NPM for ads, Cannes Lion courts creators, and DTC advice for growth. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, July 10, 2024
What Border Collies Can Teach Us About Podcasting
This week Tom Webster explains the lessons podcasting can learn from man's best friend. Written by Tom Webster Narrated by Gavin Gaddis Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, July 09, 2024
Spotify Podcasts Get 💬, Nielsen on Women's Sports, & More
Here's what you need to know for today in the business of podcasting: new rewatch podcasts build hype, how to reach LGBTQ consumers year-round, and why women's sports are the best bet in content. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, July 08, 2024
Managing Misinformation, Tackling Sports Podcast Ads, & More
Here's what you need to know for today in the business of podcasting: ads bought on misinformation sites, avoiding the cyclical nature of sports podcasts, and tonies new open feed. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, July 03, 2024
Making Logos Loud, Sports Driving Standardization, & More
Here's what you need to know for this week in the business of podcasting: how the most effective logos leverage audio, Cannes vs Vidcon, and the ugly truth of media business. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, July 02, 2024
YouTube Trends Report, Where Gen Z Gets News, & More
Here's what you need to know for this week in the business of podcasting: how brand fans are shaping culture, what users really come to Instagram and Tiktok for, and Wells Fargo's best practices for influencer marketing. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, July 01, 2024
News Producers ❤️ Podcasts, Updates from Vidcon, & More
Here's what you need to know for this week in the business of podcasting: why news producers are turning to podcasts, updates from Vidcon, and how podcasters are pivoting in the wake of its gold rush. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, June 28, 2024
Expected Podcast Ad Load, 🎵 Labels Sue AI Startups, & More
Here's what you need to know for this week in the business of podcasting: how many ads listeners expect, music groups team up to sue generative AI, and what radio's past can teach podcasting's future. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, June 27, 2024
Olympic Advertising Strategies, Acast's UK Election Campaign, & More
Here's what you need to know for today in the business of podcasting: Acast highlights political shows in anticipation of the current UK election season, the effects of Time dropping its paywall one year later, and how publishers are pitching women's sports to interested advertisers. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, June 26, 2024
NYT’s Audio Paywall, Podcasting's Ad Advantage, & More
Here's what you need to know for today in the business of podcasting: the New York Times plans to paywall its podcasts, Edison Research's new 2024 UK Consumer study, and what to expect at the upcoming VidCon. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, June 26, 2024
My Favorite Insight From Ad Nauseam
This week Tom Webster shares his favorite insight from the latest Sounds Profitable study, Ad Nauseum. Written by Tom Webster Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, June 25, 2024
🎵Labels on Music AI, Cross-Apple Podcast Subscription, & More
Here's what you need to know for today in the business of podcasting: Apple TV+'s new dual-language podcast partnership, record labels take music-making AI to court, and a report on streamers' mixed efforts to keep subscribers. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, June 24, 2024
Sports Podcasts a Touchdown for Brands, New Spotify Plans, & More
Here's what you need to know for today in the business of podcasting: how sports podcasts elevate brands, YouTube's new ad tracking service, and 'Office Ladies' podcast plans network move. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, June 21, 2024
Improving Podcasting's Accessibility, Worldwide Industry Growth, & More
Here's what you need to know for this week in the business of podcasting: podcasting grows globally, Apple's automated transcripts, and bringing podcasts to global devices. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, June 20, 2024
Podcasting is Influencing, Coverage from Cannes, & More
Here's what you need to know for today in the business of podcasting: podcast ROI outperforms in new study, a Cannes correspondance roundup, and shifting ad dollars as influencers launch their own brands. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, June 18, 2024
Bringing Podcasts to 🖁, Amazon's Ad Relevance, & More
Here's what you need to know for today in the business of podcasting: Amazon unveils Ad Relevance, how Immediate Media is growing its paid podcast audience, and Oracle to end all of its ad products. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, June 17, 2024
🌐 Ad Revenue Forecasts, Podcast Performance Abroad, & More
Here's what you need to know for today in the business of podcasting: podcast listenership grows worldwide, how Apple's podcast transcriptions came to be, and Spotify's new in-house creative agency. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, June 14, 2024
Spotify Video Goes Wide, New Podcast Ad Study, & More
Here's what you need to know for this week in the business of podcasting: the latest research study from Sounds Profitable, podcasts' hidden audience, and Spotify's new video podcast uploads. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, June 13, 2024
Podcast Ad Frequency Study, Forbes x Walmart Creator Upfront, & More
Here's what you need to know for today in the business of podcasting: Sounds Profitable's findings on ad frequency, how advertisers are misinformed about industry misinformation, and Forbes' first creator upfront. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, June 12, 2024
Apple's Attribution Revamp, Side Hustlers ❤️ Podcasts, & More
Here's what you need to know for today in the business of podcasting: a hidden side-hustler audience, IAB's upcoming "Nothing will be thesame" conference, and Kosar sues podcasting company over a ceremonial bet. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, June 11, 2024
Focusing Influencers @ Upfront, 🌏 Branded Podcasting's Growth, & More
Here's what you need to know for today in the business of podcasting: how the Food and Beverage industry has an opportunity with podcasting, YouTube's pitch to advertisers emphasizes creators' "star power", and the NBA finals create a hot ticket for advertisers. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, June 10, 2024
Audio's Cross-Platform Power, Video on Spotify, & More
Here's what you need to know for today in the business of podcasting: Audacy's new survey on cross-platform podcast advertising, Spotify rolls out video feeds for all podcasts, and how podcast budget cuts are causing producers to pivot. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, June 07, 2024
Megaphone to Recertify, Audiences on Podcast Ads, & More
Here's what you need to know for this week in the business of podcasting: Megaphone will work recertify its IAB status, Spotify launches a partnership with streaming service Nebula, and a new Canadian legislation is set to tax foreign streamers. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Thu, June 06, 2024
Tolerating Podcast Ads, SAG-AFTRA AI Waiver, & More
Here's what you need to know for today in the business of podcasting: how tolerant audiences really are of podcast advertising, a new memo for SAG-AFTRA members regarding AI, and how Gen Alpha kids are sharing brands with their parents. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, June 05, 2024
Discord Signs TuneIn, Canadian Tax on Foreign Streamers, & More
Here's what you need to know for today in the business of podcasting: a new Canadian legislation will tax foreign streamers, Discord partners with TuneIn to bring live radio to the platform, and Colgate launches the first ever UK podcast advertising campaign. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, June 05, 2024
“My Audience Won’t Tolerate Advertising”
This week Tom Webster breaks down the upcoming Sounds Profitable study Ad Nauseam and what questions it aims to answer about podcast advertising. Written by Tom Webster Audio edited by Newton Schottelkotte Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, June 04, 2024
Spotify Signs Nebula for Video, Kids' Podcasts Cut 📱Time, & More
Here's what you need to know for today in the business of podcasting: Spotify’s and Nebula are partnering to bring video essay content to the platform, why retailers hate that you buy big things on your laptop, and the pros and cons of publishers’ AI licensing deals. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, June 03, 2024
Megaphone to Rejoin IAB, 🍁 Podcast Trend Report, & More
Here's what you need to know for today in the business of podcasting: Spotify’s Megaphone will return to IAB certification, Triton Digital's 2024 Canadian podcasting report, and publishers and advertisers push back against Apple's new "web eraser". Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, May 31, 2024
Addressing Spotify, Aging Out Demographics, & More
Here's what you need to know for this week in the business of podcasting: addressing Spotify's place in podcasting, aging out age demographics, and lessons from the podcasting scene in MENA. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, May 29, 2024
Of Mice and Megaphone
This week Bryan Barletta takes a step back and looks at Spotify's place in podcasting not as a peer to the industry, but as the global multi-platform corporation it is. Written by Bryan Barletta Edited by Tom Webster Audio edited by Gavin Gaddis Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Thu, May 23, 2024
Industry Leaders in London, Licensing in Podcasting, & More
Here's what you need to know for today in the business of podcasting: Sounds Profitable interviewed several industry leaders on the show floor of Podcast Show London, a look at how podcasting takes on licensing, Spotify debuts new Austalian statistics for podcasts, and the rising problem of over-attribution in advertising. Find links to every article mentioned and the full writeup here on Sounds Profitable.
Wed, May 22, 2024
Spotify Podcast Trends, Business Podcast Audience Analysis, & More
Here's what you need to know for today in the business of podcasting: Spotify publishes trend data, Signal Hill Insights looks at the behaviors of business podcast audiences, PMPs are making a comeback in programmatic, and the Hasbro/Audible deal has produced a Peppa Pig podcast. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, May 17, 2024
Politics in Podcast Ads, Spotify Removes Ad Floor, & More
Here's what you need to know for this week in the business of podcasting: Spotify gets rid of price floors for SPAN, are political ads a good fit for podcast audiences, streaming's 2024 Upfront mirrors podcasting, and advertisers are under-investing in Hispanic audiences. Find links to every article mentioned and the full write-up on Sounds Profitable.
Thu, May 16, 2024
1/3 UK Listens to Podcasts, Spotify Tests Transcripts, & More
Here's what you need to know for today in the business of podcasting: Spotify has debuted a transcript pilot and listen data, RAJAR has Q1 stats for audio consumption in the UK, and Digiday looks at the Q1 revenue of five major publishers. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, May 15, 2024
Spotify Removing Price Floor, New Hub for Podcast IP, & More
Here's what you need to know for today in the business of podcasting: Spotify is removing price floors for SPAN, Digiday finds marketers are more invested in programmatic than agencies, Brian Morrissey argues audio is the last refuge of autheticity in the AI age, and an online hub provides database of podcasts looking to be optioned by audiovisual adaptations. Find links to every article covered and the full write-up here on Sounds Profitable.
Mon, May 13, 2024
Podcast Upfront Recap, Audio Announcements, & More
Here's what you need to know for today in the business of podcasting: Several big outlets covered the new IAB Podcast ad revenue report, Julie McNamara to step down from Head of Spotify Podcast Studios, Horizon Next partners with Claritas' ArtsAI on proprietary cross-platform measurement framework, and Adelaide is expanding their AFP platform to include audio attention measurement and activation capabilities. Find links to every story mentioned and the full write-up here on Sounds Profitable.
Fri, May 10, 2024
IAB Podcast Revenue Report, Global Podcasting Grown, & More
Here's what you need to know for this week in the business of podcasting: The IAB debuts 2023 podcast revenue study, the global growth of podcasting, the importance of not ignoring 55+ demographics, and a roundup of podcasting’s Q1 reports. Find links to every article mentioned and the full write-up at Sounds Profitable.
Thu, May 09, 2024
New IAB Podcast Report, Growing Podcasting's 55+ Crowd, & More
Here's what you need to know for today in the business of podcasting: The IAB has published the new U.S. Podcast Advertising Revenue Study, Tom Webster talks about shfiting podcast advertising to incldue 55+ consumers, Eric Nuzum writes on the importance of making one's audience the foremost concern from the beginning, programmers hope lower ad volumes will earn more viewer time, and what to expect from this year's TV upfronts (according to buyers). Find links to every article mentioned as well as the full write-up here on Sounds Profitable.
Wed, May 08, 2024
Podcast Wins Pulitzer, Optimistic Advertising Budgets, & More
Here's what you need to know for today in the business of podcasting: The golden age of podcasting is just beginning, Acast 'on track' to full-year profitability, marketers seem optimisitic about advertising budgets, Nickelodeon releasing slate of preschool-targeting kid's podcasts, and You Didn't See Nothin' wins Pulitzer Prize. Find links to all articles mentioned and the full write-up here at Sounds Profitable.
Wed, May 08, 2024
The Wilford Brimley Podcast
While podcasting is popular with younger demographics, the biggest growth potential lies in audiences aged 55 and up. Written by Tom Webster Edited by Gavin Gaddis Audio edited by Gavin Gaddis Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, May 07, 2024
Upcoming Podcast Upfront, Audio Creating Demand, & More
Here's what you need to know for today in the business of podcasting: the IAB Podcast Upfront is this Thursday, Veritonic releases new study into the branding potential of phone hold music, audio's brand-building capabilities, and how walled gardens make buying ads harder for both retail media and podcasting. Find links to every article mentioned and find the full write-up here at Sounds Profitable.
Mon, May 06, 2024
Podcasting Prime Minister, Global Weekly Listeners, & More
Here's waht you need to know for today in the business of podcasting: New study on podcast listening in the Phillippines, YouGov data on global podcast listening, possible reclassification of marijuana still keeps it off limits for radio and TV (but not podcasts), pharmaceutical companies dip their toes into influencer marketing, and incumbent prime mnister Justin Trudeau is incorporating podcast appearances into his political strategy. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Fri, May 03, 2024
Podcast Advertising's Q1, The Safest Advertising Bet, & More
Here's what you need to know for this week in the business of podcasting: The IAB Tech Lab introduces new guidelines for podcast measurement, Magellan AI publishes the top podcast advertisers of March and a Q1 podcast advertising benchmark, sports advertising is on the rise (and podcasts are a good opportunity), and Tom Webster shares a bounty of useful research to show podcasting is the safe bet. Find links to every article discussed and read the full write-up at Sounds Profitable.com
Thu, May 02, 2024
Spotify's NewsFronts Debut, IAB Podcast Measurement v2.2, & More
Here's what you need to know for today in the business of podcasting: The IAB Tech Lab has finalized Podcast Measurement Guidelines v2.2, brands chase football marketing momentum, news orgs are done begging for ad dollars, Spotify makes its NewsFronts debut, and Audible tests lower-priced plan as a possible response to Spotify's audiobook offering. Find links to every article mentioned and the full write-up here on Sounds Profitable.com
Thu, May 02, 2024
Podcast Advertising - The Safest Bet in a Risky Landscape
For brands looking to earn attention, podcasts are proving they can deliver in a media landscape littered with noise. Written by Tom Webster Edited by Gavin Gaddis Audio edited by Gavin Gaddis Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Wed, May 01, 2024
Podcasting in India, Q1 Revenue Growth, & More
Here's what you need to know for today in the business of podcasting: City Casts and the value of local focus, a new report on podcast listeners in India, Magellan AI's Q1 2024 podcast advertising benchmarks, Right Side Up's guide on measuring success for influencer marketing campaigns, and The New York times covers podcast companies building out their video shooting capabilities. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Tue, April 30, 2024
SXM Q1 Podcast Growth, ✈️ Travel Advertising Surges, & More
Here's waht you need to know for today in the business of podcasting: SiriusXM has posted their Q1 earnings report, Pierre Bouvard covers the 24/18/58% rule, travel advertising is taking flight, brands are looking to stretch beyond TV in sports advertising (and podcasting looks to be a good fit), and a new university has introduced a podcast course into their curriculum. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Mon, April 29, 2024
March's Top Podcast Advertisers, Growing YouTube Shorts, & More
Here's what you need to know for today in the business of podcasting: Magellan AI's top podcast advertisers of March, YouTube Shorts advertising revenue is trending upwards, the IAB predicts social video will overtake CTV this year, Visa's global head of content speaks to influencer marketing, and big retail brands get into DTC marketing, opening a new avenue for podcast advertising. Find the full write-up and links to everything mentioned right here on Sounds Profitable.com
Fri, April 26, 2024
Spotify Has Left the IAB, Podcast Adspend Grows in UK, & More
Here's what you need to know from this week in the business of podcasting: Spotify has left the IAB, That Was Us ups the cadence on rewatch podcasts, IAB UK shares data on podcast growth, a new listener habit report from Japan, and GroupM reclassifies a good portion of YouTube as CTV. Find links to every article mentioned and the full write-up (along with today's Data Snapshot) right here on Sounds Profitable.
Thu, April 25, 2024
Podcasts Rival TikTok in Japan, Acast's Annual Report, & More
Here's what you need to know for today in the business of podcasting: Otonal has published a new survey of podcast usage in Japan, Acast has a new annual report, YouTube's CPO talks video podcasting, and the MRC releases an invalid traffic guideline update. Find links to every article mentioned and the full write-up (along with today's Data Snapshot) right here on Sounds Profitable.
Wed, April 24, 2024
UK Podcast Adspend Growth, Avoiding Marketing Fatigue, & More
Here's what you need to know for today in the business of podcasting: IAB UK's new ad spend report shows podcast spend increased 23% y-o-y, Signal Hill Insights debuts new benchmark study for branded podcasts, eMarketer shares five key stats on marketing fatigue, and Campaign covers podcasting's global growth. Find links to every article mentioned and the full write-up (along with today's Data Snapshot) right here on Sounds Profitable.
Wed, April 24, 2024
That Was Us: Dialing in the Rewatch
What does capturing the existing fanbase of a recently-ended program look like in podcasting? We speak with actors Mandy Moore, Sterling K. Brown, and Chris Sullivan, who are launching as an episode-by-episode rewatch podcast of This Is Us, rapidly upping the normal rewatch podcast cadence of nearly a decade. Written by Bryan Barletta and Gavin Gaddis Edited by Gavin Gaddis Audio edited by Gavin Gaddis Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, April 23, 2024
Spotify's Q1 Earnings, Podcasters to Cover UK Election, & More
Here's what you need to know for today in the business of podcasting: marketers underestimate creative's impact on sales effect, podcasters chosen for UK general election coverage, CoHost publishes new report on podcast agencies, Spotify has published their Q1 earnings, and the winners of this year's Webbys are now live. Find links to every article mentioned and the full write-up here at Sounds Profitable.com
Mon, April 22, 2024
Spotify Leaves IAB, GroupM Reclassifies YouTube, & More
Here's what you need to know for today in the business of podcasting: Spotify is no longer in the IAB, GroupM to reclassify some YouTube ad revenue as CTV instead of digital, Global is launching Dax ID, how video can widen podcasting's footprint, and ARM breaks down how podcast advertising is effective. Find links to every article mentioned and the full write-up here at Sounds Profitable.com
Fri, April 19, 2024
Sports Fans Love Audio, Creator Funding Surges, & More
Here's what you need to know for this week in the business of podcasting: U.S. creator funding surges, advertising space for the opening and closing Olympic ceremonies is sold out, The Sports Audio Report teaser has promising data for podcasting, and Rebecca Lavoie shares tips for reframing podcasting's place in the media ecosystem of a public radio station. Find links to every article mentioned and the full write-up here at Sounds Profitable.com
Thu, April 18, 2024
UK Election Advertising, SXM Sports Audio Study, & More
Here's what you need to know for today in the business of podcasting: how UK podcasts navigate the country's election cycle, the latest on Sirius XM's upcoming Sports Audio Report, and James Chandler on why advertisers should include podcasting in their media plans this year. Find links to every article mentioned and the full writeup here on Sounds Proftiable.
Wed, April 17, 2024
Digital Audio Ads Growing, JAR Audio Pilot Competition, & More
Here's what you need to know for today in the business of podcasting: Adam Bowie goes over Ofcom's latest podcast survey, The Information finds US creator funding surges for the first time in two years, NAB panelists say appetite for digital audio advertising is growing, and Lower Street is hosting a Brand Podcast Summit ticket giveaway. Find links to every article mentioned and the full writeup here on Sounds Proftiable.
Tue, April 16, 2024
IAB Revenue Report, ARN Path to SCA, & More
Here's what you need to know for today in the business of podcasting: the IAB publishes their 2024 Internet Advertising Revenue Report, Morgan Stanley weighs in on the proposed ARN acquistion of SCA, and Digiday breaks down WTF is the American Privacy Rights Act. Find links to every article mentioned and the full writeup at Sounds Profitable.com
Mon, April 15, 2024
IAB's Podcast Upfront, Olympic Ads Selling Fast, & More
Here's what you need to know for today in the business of podcasting: what to expect from the 2024 IAB Podcast Upfront, Jordan Harbinger's three lessons to podcast advertisers, Rebecca Lavoie's tips for public radio station podcast success, and NBCUniversal reports they've sold out all digital and linear ad inventory for the 2024 Paris Olympics opening and closing ceremonies. Find links to every article mentioned and the full writeup at Sounds Profitable.com
Fri, April 12, 2024
The Roost Acquired by Night, True Crime's Success in Podcasting, & More
Here's what you need to know for this week in the business of podcasting: CBS's success with 48 Hours and how broadcast-to-podcast works best, this week in podcast acquistions with The Roost and Neon Hum, The Breakfast Club flexes podcastings' journalistic might, Signal Hill Inights tests the power of 'talent-read' ads, and Gen Alpha's getting into sports. Find links to every article mentioned, the full write-up, and subsribe to the newsletter version here on Sounds Profitable.
Thu, April 11, 2024
Gumball's Campaign Builder, RadioDays NA's Podcast Summit, & More
Here's what you need to know for today in the business of podcasting: Bryan Barletta interviews Gumball CEO Marty Michael about the company's new Campaign Builder, Substack announces new Spotify integration, Radiodays North America to feature a seperately-ticketed podcast summit, the hard numbers on YouTube Shorts, and why women are driving True Crime's growth. Find links to every article mentioned, today's Database Snapshot, and the full writeup on Sounds Profitable.
Wed, April 10, 2024
Bartlett Founds Flight Studio, New Podcast Ad Research, & More
Here's what you need to know for today in the business of podcasting: CBS finds podcasting success with 48 Hours, what ID5's fundraising means for podcasting, Signal Hill Insights tests the power of "talent read" ads, and Steven Bartlett teams up with Telling Media co-founders to launch Flight Studio. Find links to every article mentioned and the full write-up, including today's research database snapshot, right here on Sounds Profitable.
Wed, April 10, 2024
How to Embiggen Podcasting
Being overly restrictive of what ‘counts’ as a podcast could lead to the medium going the way of the blog. Tom Webster’s keynote presentation from Evolutions by Podcast Movement breaks down how we can embigify the industry. Written by Tom Webster Edited by Gavin Gaddis Audio edited by Gavin Gaddis Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable . For more information, visit soundsprofitable.com.
Tue, April 09, 2024
Night Acquires The Roost, Gen Alpha's Loving Sports, & More
Here's what you need to know for today in the business of podcasting: The Roost has been acquired by Night Talent Management, Podcasting's open internet heritage, the lack of serial in Serial, Gen Alpha's growing sports fandom, and the trouble with trying to change TV upfronts. Find links toe verything mentioned and the full write-up on Sounds Profitable.
Mon, April 08, 2024
L.A. Evolutions Keynotes Published, 2024 M&A Drivers, & more
Here's what you need to know for today in the business of podcasting: Podcast Moevment has published the 2024 Evolutions keynotes on YouTube, The Breakfast Club's recent interview with Eric Adams shows podcasting's power for hard-hitting questions, and Digiday looks at the factors that could affect ad tech M&A this year. Find lnks to everything discussed and the full write-up on Sounds Profitable.
Fri, April 05, 2024
Podcasting is an Ad Bargain, Retail Media's Audio Future, & More
Here's what you need to know for this week in the business of podcasting: Tom Webster breaks down highlights from The Ad Bargain, The Joe Rogan Experience boosts Gary Clark Jr.'s Spotify numbers, retail media networks are starting to see the appeal of audio, and over 50% of surveyed Americans are cord-cutters. Find links to everything covered in this episode and read the full write-up here on Sounds Profitable.
Thu, April 04, 2024
Cord Cutting Grows in USA, Podcasting's Netherlands Growth, & More
Here's what you need to know for today in the business of podcasting: Tom Webster breaks down five important data points from The Ad Bargain, KANTAR publishes podcast advertising guidelines for the Netherlands, and more than half of US TV watchers are cord-cutters. Find links to every article mentioned and the full write-up at Sounds Profitable.com
Wed, April 03, 2024
Podcasting's Ad Bargain, Gen Alpha's Favorite Platforms & More
Here's what you need to know for today in the business of podcasting: Sound Profitable's newest study The Ad Bargain is now live, industry KPIs show YouTube leads for social media advertising attention (with podcasting in second place), where Gen Alpha consumes content, and why performance marketers are shifting priorities to brand-building. Find links to everything mentioned, as well as the full write-up, on Sounds Profitable.
Tue, April 02, 2024
Retail Media x Audio, Podcasting's PR Power, & More
Here's what you need to know for today in the business of podcasting: audio and retail are getting in tune with one another, advertisers are suing Meta for allegedly inflating ad viewership, the utility of podcasts like Lex Fridman's, insights from leaders at the top of podcasting, and Evan Shapiro's take on the 'creator economy' and how it's evolving. Get links to every story mentioned as well as the full write-up on Sounds Proftiable.
Mon, April 01, 2024
Audio Strategy @ the NYT, YouTube's Podcaster Workshop, & More
Here's what you need to know for today in the business of podcasting: Anyone can buy traffic but building audience is harder, How the New York Times approaches podcast discovery and growth, YouTube to host Creator Workshop, Gary Clark Jr. experienced the Joe Rogan bump, and podcasters explore diverse revenue streams. Register now for The Ad Bargain's debut webinar. Catch links to everything mentioned in this episode and the full write-up on Sounds Profitable .
Thu, March 28, 2024
Audible Grows Originals, True Crime's Advertiser Appeal, & More
Here's what you need to know for today in the business of podcasting: Audible rides audio boom with big investments, the issue with DTC brands courting influencer investors, GroupM to double investment commitments in women's sports, and why true crime podcasts are great for advertisers. Find links to everything discussed and the full write-up on Sounds Profitable.
Wed, March 27, 2024
2024 Ambies Winners, Top Executives Love Podcasts, & More
Here's what you need to know for today in the business of podcasting, brought to you from the floor of Evolutions by Podcast Movement: The 2024 Ambies happened last night, Signal Hill Insights shares the podcast listening habits of influential exeutives, why marketers need to embrace the funny when it comes to podcasting, how to turn a comedy podcast into a comedy documentary, and Indigenous Screen Office pairs with Acast. Find links to everything mentioned in today's episode and the full writeup on Sounds Profitable.
Mon, March 25, 2024
Political Podcasting Survey, Spotify's Education Experiment, & More
Here's what you need to know for today in the busines of podcasting: Sounds Profitable will be returning to Evolutions by Podcast Movement with the Partner Lounge and two public panels, Podcastle's U.S. survey finds which podcasts are hot with politically-attentive respondents, eMarketer finds poltical ad spend is nearly triple what it was in 2016, and Spotify is testing video-based learning courses in the UK version of the app. Find links to everything mentioned and the full write-up here at Sounds Profitable.
Fri, March 22, 2024
Podcasting's March Madness Potential, New Host-Read Programmatic Tool, & More
Here's what you need to know for this week in the business of podcasting: March Madness TV ads are sold out, RedCircle launches new tool for host-read programmatic ad management, RadioDays Europe talks podcasting’s power, and advertisers are skittish on TikTok spending after recent political developments. Find links to every article mentioned in this episode and the full write-up here on our website.
Thu, March 21, 2024
AdvertiseCast to Rebrand, Podcasting's Ad Responsibility, & More
Here's what you need to know for today in the business of podcasting: LibSyn is rebranding AdvertiseCast to Libsyn Ads, Bryan Barletta's article on owning pocasting's responsibility to audiences, a Podimo survey shows Finns are 62% likely to pay a premium for podcasts, and why Super Fans are something brands should prepare for. Catch links to everything discussed here on Sound Profitable.
Wed, March 20, 2024
Streamlining Host-Read Ads, BBC Proposes UK Podcast Ads, & More
Here's what you need to know for today in the business of podcasting: Ad Results Media announces platform-agnostic programmatic host-read ad management tool, a server anomaly that caused millions of dollars in false bids last week, BBC to potentially run ads on podcasts accessed on third-party platforms in the UK, Spotify is launching a new Ad Studio product, and TikTok's podcast boom might be a bust. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, March 20, 2024
Owning Podcasting’s Responsibility
Podcasting has long dealt with double standards when it comes to adtech problems that are part of larger systemic problems. The industry is in a position to establish a higher quality baseline than others who get away with murder. Written by Bryan Barletta Edited by Gavin Gaddis Audio edited by Gavin Gaddis Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, March 19, 2024
March Madness Podcast Potential, YouTube's Teen Userbase, & More
Here's what you need to know for today in the business of podcasting: March Madness men's games all but sold out of ad inventory, how third-party cookie deprecation will change ad buys, teens use YoUTube on a daily basis more than TikTok, how advertisers are reacting to TikTok's shaky future, and Amazon's opportunity in the cookie-free future. Find links to everything discussed and the full write-up right here on Sounds Profitable.
Mon, March 18, 2024
Podcasting's Once-in-a-Century Opportunity, BBC Podcasts x Amazon Music, & More
Today in the business of podcasting: a report from Radiodays Europe, news podcasts and ad buyers aren't seeing the anticipated election cycle bump yet, Rich Greenfield proposes streaming needs to spend more time on time spent, The Ringer's union wins generative AI protections in contract, and Kast Media has filed for bankruptcy. Find links to every story discussed, and a full write-up, all here on Sounds Proftiable.
Fri, March 15, 2024
Podcasting's SXSW 2024, Video Adopts Podcast Techniques, & More
This week in the business of podcasting: Bryan Barletta talks about building a better umbrella for podcasting at conferences like SXSW, Edison Research's Share of Ear data shows how much time podcasting takes out of an average hour of ad-supported audio listening, reflections on SXSW for podcasting, Apple has published new resarch on humanizing word error rates in podcast transcripts, and Digiday explains WTF is server-side ad insertion. Read the full write-up and get links to everything mentioned right here on Sounds Profitable.
Wed, March 13, 2024
U.S. Latino Podcast Growth, Letting Brand Studies Breathe, & More
Here's what you need to know for today in the business of podcasting: My Cultura plans for major growth, the power of Alex Cooper's fandom, Joe Rogan's return to YouTube podcasting is a successful one, abd the case for longer brand lift studies. Catch links to every story mentioned and the full write-up here on Sounds Profitable.
Tue, March 12, 2024
Podcasting's Share of Audio, GenZ Pays for Premium, & More
Here's what you need to know for today in the business of podcasting: Edison data shows podcasting takes up 12.2 minutes of the average hour spent listening to ad-supported audio, iHeart publishes the winners of the 6th annual iHeartPodcast Awards, IAB data shows Gen Z is the most likely generation to spend money on premium apps and services that used to be free, Digiday explains what server-side insertion is and what it does video (spoiler alert, podcasting has done it for years), and AdNews publishes their 2024 Agency Map. Find links to everything covered right here on Sounds Profitable.
Mon, March 11, 2024
Who's Buying Indie Podcast Companies, Flightpath to Fix "Faked-In", & more
Here's what you need to know for today in the business of podcasting: 2024 is looking up for indie podcast company acquistions/partnerships, SiriusXM isn't sweating lower Pandora numbers, and Flightpath debuts a new way to do "faked-in" host-read ads. Find the full write-up and links to every article mentioned here on Sounds Profitable.
Fri, March 08, 2024
Apple Podcasts Transcripts Arrive, Bringing Music to Podcasting, & More
Here's what you need to know for today in the business of podcasting: iOS update adds Apple Podcast transcripts, a roundup of podcasting Q4 earnings calls, it's time for licensed music to enter podcasting, automated transcription and translation isn't quite ready yet, and PRX debuts new fundraising resources for local radio stations. Find links to everything covered and the full write-up on Sounds Profitable.
Thu, March 07, 2024
New British Podcast Festival Announced, The Roost Thrives, & More
Here's what you need to know for today in the business of podcasting: Tom Webster writes about how it's time for the music industry and podcasting to embrace each other, a new podcast festival is coming to the UK this spring, Rooster Teeth is shutting down (but The Roost will continue on), and the parasocial power of political podcasts. Find links to everything discussed and the full write-up here on Sounds Profitable.
Wed, March 06, 2024
Apple's Podcast Transcripts Live, PRX Helps Radio Fundraising, & More
Here's what you need to know for today in the business of podcasting: Apple Podcasts launches transcripts in-app, Right Side Up's analysis of $3 million worth of podcast advertising, PRX expands their digtial fundraising resources for local radio stations, and a new study from Morning Consult shows trust in audio has jumped in the past four years. Find links to every article mentioned and the full write-up here on Sounds Profitable.
Wed, March 06, 2024
Podcasting Licensed Music - It’s Time
Tom Webster reflects on a talk he gave this past week in Nashville, and music’s place (or lack thereof) in the podcasting industry. There’s room for great innovation and growth with properly licensed music and podcasts, and it’s time to make it happen. Written by Tom Webster Edited by Bryan Barletta Audio edited by Gavin Gaddis Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, March 05, 2024
Podcasts Are Transforming Digital Strategy, Markle to Keynote SXSW, & More
Here's what you need to know for today in the business of podcasting: KS&R releases the Podcast Frenzy report. Jen Soch of GroupM talks about how podcast advertising is changing digital ad strategies, Digiday looks into the rocky start of AI-powered podcast translations, and reps from The New York Times and Vox Media discuss their podcast strategies. Catch links to every article mentioned and find the full writeup here on Sounds Profitable.
Mon, March 04, 2024
Earnings Call Roundup, Australia's Audio Advertising Revenue, & More.
Here's what you need to know for today in the business of podcasting: A new batch of earnings calls rounds out the financial data for major podcast players in 2024, and numbers look good. IAB Australia publishes new report showing the state of podcast ad investment Down Under. Podcast CPMs increase inf Feb. on AdvertiseCast's tracker. Newsguard has launched new automation tools to "fingerpint" political disinformation, and CoHost is running a survey of professional podcasters. Find links to everything discussed, as well as the full write-up, on Sounds Profitable.
Fri, March 01, 2024
Making Space for Podcasting @ SXSW, Decision-Makers Listen to Podcasts, & More
Here's what you need to know for this week in the business of podcasting: How Podcasting is Making ITself Known at SXSW "Trojan-horse style" Radio and Podcasts Deliver Decision-Makers to B2B Marketing Podcasting’s Place in Advertising as Google Closes the Cookie Jar Keeping Audio Ads Simple for Better Attention Metrics Get links to every story covered, quick hits, and data from Podscribe, all on the episode's Sound Profitable post.
Thu, February 29, 2024
Podcasting's Attribution Gap, Untapped Rural Listeners, & More
Here's what you need to know for today in the business of podcasting: Edison Research discusses data showing podcasting's share of ear trends higher in urban areas than rural, podcasting's place in a post-cookie advertising future, and Ad Results Media announces their Pro platform. Find the links to every article mentioned and the full write-up here on our site.
Wed, February 28, 2024
Turning Up Ad Audio, Canadian Podcasting's Continued Growth, & More
Here's what you need to know for today in the business of podcasting: Radio Connects finds podcast growth continues steadily upwards with Canadian respondents 18+ A recent report from Veritonic and RealEyes finds ads with too much complexity or too little volume for the voiceover lose attention faster. Normalized audio shows higher returns. Criteo predicts $30 to $40 million in signal loss due to the death of third party cookies. Krystina Rubino of Right Side Up weighs in to give a podcasting perspective. Guideline reports the US ad market has continued an upward trend since April of 2023. For links to everything covered in today's episode, please visit the episode post on Sounds Profitable.
Tue, February 27, 2024
B2B's Spending Big on Podcasts, IAB Australia Tracks 21% Podcast Growth, & More
Today on your daily recap of news in the business of podcasting: Cumulus Media's Pierre Bouvard highlights how podcasting brings B2B marketers to descision-makers at comapanies, the future of TV upfronts is programmatic + audience data, and podcast advertising grew 21.7% in Australia last year. For links to everything covered, the quick hits, and the full write-up, click here.
Mon, February 26, 2024
Spotify's $10b Goal, Podcasting's SXSW Experiment, & More
Here's what you need to know for today in the business of podcasting: Digiday covers why media companies are pushing podcasts at this year's SXSW "Trojan-horse style," Spotify's Head of Sales for the UK and Northern Europe talks about the company's long-term ad goals, and Brian Morrissey talks the pivot to performance with Dotdash Meredith's CEO. Links to every story discussed, as well as the full writeup, can be found on this episode's post at Sounds Profitable.
Fri, February 23, 2024
Making SXSW Count, Spreaker's Supporter Club, Podcasting with AI & More
Here's what you need to know for this week in the business of podcasting. As always, links to every story discussed can be found in this episode's full write-up, available here. Our top stories: Edward Fuller'sGuide to Making the Most of SXSW as a Podcast Professional Tom Webster Pitches AI as a Podcast Cohost Spreaker Supporters Club Announced New NPR SVP of Podcast Strategy Sees an Optimistic 2024 Ahead And in our quick hits: 2024 Marketing Trends Report . A new report from Quill and Carney collects dozens of sources to provide a snapshot of current and potential future marketing trends. PodPod to be merged with Campaign . The PodPod brand will be retired and sister publication Campaign will take over live events like the British Podcast Awards and Podcast Advertising Summit, as well as increase its own coverage of audio and podcasting news. Spotify joins ACPM . Megaphone is now compliant with French local measurement standards. For more information on the ACPM, see The French Exception on Sounds Profitable. Marketers are chronically underinvesting in brand by Ashley Regan . Australian radio has a recurring issue of marketers running trial brand campaigns that are too short to show their true ROI. Audacy Receives Court Approval of Reorganization Plan . With the approval, Audacy can move forward on ending their Chapter 11 bankruptcy.
Thu, February 22, 2024
Your AI Co-Host, Temu's Sonic Branding Win, PodPod's Merger, & More
Here's what you need to know for today in the busienss of podcasting: PodPod will be merged into Campaign, Tom Webster writes on using AI as a podcast co-host, why Temu's Super Bowl ad is a sonic branding success story, and US scripted TV numbers dropped last year. Find links to every story covered, as well as the full write-up, on Sounds Profitable.
Wed, February 21, 2024
Top Podcast Advertisers, Middle East Brand Safety, & More
Here's what you need to know for today in the business of podcasting. Top stories include Barometer and Next Broadcast Media teaming up to create a podcast brand safety tool for Arabic podcasts, 2024 political ad spend could affect advertising overall, Audacy receives approval for reorganization plans, and the top podcast advertisers for January. Find links to all articles covered and the full write-up on Sounds Profitable.
Wed, February 21, 2024
Meet Your New Co-Host
A lot has been said about AI replacing human-made content. This week Tom Webster proposes a person-first future deploying AI-powered tools where they work best: as a support structure. Written by Tom Webster Edited by Bryan Barletta Audio edited by Gavin Gaddis Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, February 20, 2024
Maximizing SXSW Podcast Potential, Opportunity @ NPR, & More
Here's what you need to know for today in the business of podcasting: Edward Fuller writes about how to take full advantage of the podcast-heavy SXSW sessions this year, why NPR's Collin Campbell sees opportunity after a turbulent 2023, marketers are underinvesting in radio brand campaigns, and more. Find links to everything covered in today's episode, as well as the full write-up, here.
Mon, February 19, 2024
Spreaker's Supporter Club, Spotify entre dans ACPM, & more
Here's what you need to know from today in the business of podcasting. Spreaker introduces new Supporters Club, Quill publishes 2024 Marketing Trends Report, Spotify embraces French podcasting, Business Insider looks at ad load on video streamers, and Adelicious' Andrew Goldsmith talks about the importance of targeting 50+ demographics. For links to all stories covered, check out the full writeup on Sounds Profitable.
Fri, February 16, 2024
Super Bowl Special, Brand Marketing Growth, Slate's Best Year, & More
This week in the business of podcasting we collected all of the revelant news for podcasting in the world of Super Bowl advertising, branded content was on the rise as new ad product growth in 2023, and the subtle key to podcasting's persuasiveness. Find all of the links to articles discussed and original reporting done by The Download in the website version of today's episode, which can be found here.
Thu, February 15, 2024
Pepsi Goes Wide, Sports Fans Love Video Podcasts, & More
Here's what you need to know for today in the business of podcasting: Analysis Shows How Important Digital Audio Is Becoming For Retailers Pepsi sat out the Super Bowl broadcast this year. That’s because it was everywhere else by Alyssa Meyers Sports Podcasts Have Best Video Opportunity Survey Finds. The Creator Economy: Boom Not Bust by Ross Adams …as for the rest of the news: a new hub for the next generation of audio journalists in Canada has launched , Veritonic has launched the self-serve Brand Lift Pulse , Audiohook has announced partnership with Sounder to enable episode-level contextual targeting for podcast ads , and AdsWizz has announced the launch of synthetic voice ads on AudioGO.
Wed, February 14, 2024
Taylor Swift’s Podcast Influence, Upper Funnel Success, & More
Here's what you need to know for today in the business of podcasting: Most B2B content marketers have trouble creating the right content for their audience by Meaghan Yuen The Value of Measuring the Upper Funnel for Podcast Ads by Paul Riismandel The Top 50 Podcasts in the U.S. for Q4 2023 from Edison Podcast Metrics …as for the rest of the news: Meghan Markle has signed with Lemonada to distribute the royal couple’s Archetypes podcast plus develop a new podcast , and Business Insider takes a look into how MrBallen became a true crime podcast empire .
Wed, February 14, 2024
The Subtle Key to Podcasting's Persuasiveness
Miles of article inches have been written about podcasting’s persuasiveness, but NPR’s Body Electric takes audience engagement to a new, physical level. Written by Tom Webster Edited by Bryan Barletta Audio edited by Gavin Gaddis Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, February 13, 2024
Branded Content Surging, Building Authentic Multicultural Ads, & more
Here's what you need to know for today in the business of podcasting: Podcast Consumers Engage With Social Media And Listen To Episodes Within A Day Of Release by Lauren Vetrano Most publishers grew their ad offerings last year, with a focus on branded content Authentic Multicultural Narratives Create True Diversity in Audio Advertising by Antonio Francisco Lewis Subscriptions, Not an Endangered Species SiriusXM to Lay Off 160 Employees, About 3% of Workforce Research Database Snapshot
Mon, February 12, 2024
Gen Z Ad Appeal, Slate's Podcast Success, Acast on Apple, & More
Here's what you need to know for today in the business of podcasting: Acast expects short-term impact on listens from Apple update by Ella Sagar This Year’s Super Bowl Is All About Reaching Gen Z by Alyssa Boyle Slate reports best year by Max Tani Perfection Thwarting Progress: Response to IAB Tech Lab's Missive on Google's Privacy Sandbox By Catherine Perloff
Fri, February 09, 2024
What $7m Buys in Podcasting, Brand Investment Increase, YouTube's Streaming Success, & More
Here's what you need to know for this week in the business of podcasting: The following stories feature reporting specifically by The Download: How Much Podcasting Does a 30 Second Super Bowl Spot Buy? Accreditation for Black-Owned Publishers in Podcasting The Trade Desk to Lowball SSP Price Floors Brand Marketing Grows, Performance Shrinks in WARC Data And also from The Ankler: YouTube’s Place in Streaming Quick Hits: Reintroducing Podcasting by Tom Webster. The upcoming Sound Summit at SXSW, an official day for podcasting, will act as a way for podcasting to re-introduce itself to brands and agencies that might’ve only last encountered podcasting in its adtech infancy. Spotify Reports Fourth Quarter 2023 Earnings. Paid subscribers are up, raising one million over guidance numbers. The company expects their podcasting arm to turn a profit by the end of the year. Podcast benchmarking: How did your downloads compare in 2023? By Sharon Taylor. The benchmarks present what count as ‘good’ download numbers for ap podcast, divided into percentiles. The Art of Podcasting with Joe Rogan and His New Multiyear Spotify Partnership . The Joe Rogan Experience has renewed its contract with Spotify for hosting and distribution, but the former exclusive has now returned to open RSS distribution.
Thu, February 08, 2024
2024 Benchmarks, Lowballing SSPs, NYT Ad Revenue Down, & More
Here's what you need to know for today in the business of podcasting: The Trade Desk Plans To Lowball SSP Floor Prices Podcast benchmarking: How did your downloads compare in 2023? By Sharon Taylor The New York Times expects ad revenue to continue to decline in 2024 by Sara Guaglione Warner Music to Cut 600 Positions or 10% of Staff by Ashely Carman
Wed, February 07, 2024
Bumper's Podcast X-Ray, Brand Advertising Growing, More Podcast Investments, & More
Here's what you need to know for today in the business of podcasting: More than a third of marketers will increase their brand marketing investments this year by Meaghan Yuen Meet Podcast X-Ray by Dan Misener Toyota Signs Eli Manning and Brock Purdy as National Partners and Announces Plans for Super Bowl LVIII as The “Official Automotive Partner of the NFL” AI-powered podcast ad producer AudioStack raises £2.5m
Wed, February 07, 2024
Reintroducing Podcasting
If someone peeked into podcasting in the late 2010s, they would’ve seen an industry in ad tech infancy in comparison to podcasting’s capabilities now. The official Podcasting Sound Summit at SXSW will help re-introduce the industry and show off its new capabilities. Written by Tom Webster Edited by Bryan Barletta Audio edited by Gavin Gaddis Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, February 06, 2024
What $7m Buys in Podcasting, YouTube Outpaces Netflix, Spotify Q4 Earnings, & More
Here's what you need to know for today in the business of podcasting: Netflix's Threat Isn't in Hollywood. It's YouTube by Entertainment Strategy Guy Here’s what a $7M, 30-second Super Bowl ad can purchase in digital media in 2024 by Kimeko McCoy What People Are Doing When They Aren’t Listening To Your Podcast by Steven Goldstein Spotify Reports Fourth Quarter 2023 Earnings
Mon, February 05, 2024
Spotify Expands Rogan, Black-Owned Accreditation, January Podcast CPMs & More
Here's what you need to know for today in the business of podcasting: Spotify’s Multiplatform Strategy, Rogan Going Public WTF is accreditation for Black-owned publications? By Sara Guaglione AdvertiseCast Marketplace Podcast Advertising Rates …as for the rest of the news: Andrew Goldsmith has been promoted to CEO of Adelicious , BBC Sounds has publisher their Q4 report , and the Hollywood Reporter has published the full list of nominees for the 2024 iHeartRadio Podcast Awards , the winners of which will be announced live at a particularly podcast-heavy SXSW.
Fri, February 02, 2024
Apple's Automatic Transcriptions, Podcasts on ESPN 2, Brand Safety Summit Lessons, & More
Here's what you need to know for this week in the business of podcasting: Apple Podcasts Debuts Automatic Transcript Generation Alex Cooper’s ‘Call Her Daddy’ Podcast Ends Spotify Exclusivity Lessons From The Brand Podcast Summit Triton Digital’s U.S. Podcast Report, 2023 New Direct-to-Consumer Podcast Advertising Report Quick Hits: Knowing Half the Battle in Podcasting by Tom Webster. Half the battle of podcasting is keeping up with changes to the audience, and this week Tom looks at the “neglected half” of the work. Wondery Announces Original Podcast Black History, For Real. The new podcast, produced by DCP Entertainment, is a weekly series breaking down the lesser-known events and individuals that have shaped Black culture. ESPN Podcasts to Air Weekday Afternoons on ESPN2 . Five video podcasts produced by ESPN will be aired on their second channel as part of a seasonal content initiative, filling the 2-3PM EST time slot Monday-Friday. The Free and Open Ad-Supported Internet . A new IAB study that looks into the feelings of internet users when it comes to advertising’s place online and how it keeps certain sites and services free to use.
Fri, February 02, 2024
Call Her Daddy Exclusivity Ends, DTC Shoppers Trust Podcasts, IAB ALM Recap & More
Here's what you need to know for today in the business of podcasting: Alex Cooper’s ‘Call Her Daddy’ Podcast Is No Longer Exclusive to Spotify by Caitlin Huston 98% of Global Marketers for Direct-to-Consumer Brands Say Podcasts are Effective in Reaching Consumers, Acast Study Finds RAJAR Data Release, Q4 2023 Still Waiting For That Cookie To Crumble? We’re In The ‘In-Between Years,’ Says IAB CEO David Cohen by Sarah Sluis …as for the rest of the news: As for the rest of the news… Audacy is set to lay off 25% of employees from Pineapple Street , Digiday shares thoughts from attendees of IAB ALM, and the spring thaw comes early as AdAge covers which agencies might be buying (or bought) after a slow 2023 for M&A.
Wed, January 31, 2024
Brand Podcasting Summit, Open Internet Study, Publishers Holding Strong, & More
Here's what you need to know for today in the business of podcasting: The Free and Open Ad-Supported Internet Brand Podcast Summit Keeps the Focus on the Audience by Jeff Vidler In rocky digital advertising landscape, advertisers reconsider direct mail by Kimeko McCoy Digiday+ Research: Publishers held onto their staff and titles last year, even as traffic fell by Julia Tabisz …as for the rest of the news: SXM Media signs $100+ million three year exclusivity deal with Smartless , Acast’s Megan Davies talks about AI’s role in podcasting , and Triton Digital’s Sharon Taylor has published predictions for podcasting’s 2024 from nine industry leaders.
Wed, January 31, 2024
Knowing Half The Battle in Podcasting
With apologies to G.I. Joe, half the battle of podcasting is not the changes in technology, but keeping up with changes to the audience. Tom Webster digs into the “neglected half” of the work of podcasting. Written by Tom Webster Edited by Bryan Barletta Audio edited by Gavin Gaddis Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, January 30, 2024
Spotify's Audiobook Boom, Podcast Listener Growth, Prime Video Ads, & More
Here's what you need to know for today in the business of podcasting: Apple’s New iOS 17 Software Is A Positive Step For Podcast Advertisers And Content Creators John Wordock and Pierre Bouvard Triton Digital US Podcast Report 2023 Audiobooks Are Booming. Spotify Wants in on the Action by Alexandra Alter The Results Are In: Here’s What Americans Streamed in 2023 by John Koblin Amazon rolls out ads on Prime Video by Jasmine Sheena …as for the rest of the news: Ari Paparo interviews Spotify’s Per Sandell to discuss the company’s targeting and adtech , Linkfire announces Engaged Listeners metric for Apple Podcasts , branded podcast production Pop by Pacific Content launches , and MediaPost interviews Ad Results Media's Gretchen Smith about podcast advertising.
Mon, January 29, 2024
Apple Transcripts, ESPN Broadcasts Podcasts, Wondery Debuts Toys & More
Here's what you need to know for today in the business of podcasting: Transcripts on Apple Podcasts ESPN Podcasts to Air Weekday Afternoons on ESPN2 Starting January 29 by Alex Feuz George Carlin’s Estate Sues Podcasters Over A.I. Episode …as for the rest of the news: Amazon dethroned BetterHelp as top podcast spender on Magellan AI’s December tracker , and Wondery debuts a new toy line inspired by Wow in the World. And Podfront comes to PodMov. Monday, March 26th, Sounds Profitable has partnered with Podcast Movement to present the inaugural Podfront, an upfront-style event bringing brands and publishers together. Hosted by Tom Webster and Bryan Barletta, the event runs 10:00 a.m. to 3:00 p.m., with food and beverage provided.Whether you represent a brand that’d like an invite, or a publisher who’d like to participate, check out the official Podfront page !
Fri, January 26, 2024
Sounder on APIs, Apple Rating Analysis, YouTube's Host-Read Haven
Here's what you need to know for this week in the business of podcasting: Sounder Debuts Open APIs For Transcription How Podcast Networks Are Testing Out AI Analysis of 28.5 Million Podcast Reviews on US Apple Podcasts Not All Video Podcast Ads Are Created Equal Quick Hits: The “Why” of Your Podcast by Tom Webster. This week Tom shares an excerpt from his upcoming book, focusing on figuring out the all-important detail of why someone listens to a podcast. Paramount Won’t Return to TV’s Upfront Week in New York by Brian Steinberg. Despite CBS usually being a big-ticket player in flashy New York upfronts, Paramount Global is taking this year to focus on intimate in-person meetings with select advertisers. SCOOP: Are awards worth it for Canadian podcasts? by Kattie Laur. A deep dive into confusion and controversy surrounding last year’s Signal awards. Brands Are Getting Shy On DEI, But Reaching Diverse Audiences Is Still Good Business by Anthony Vargas. Minority-owned publishers have a big hurdle to overcome, as despite regularly providing higher ROI than more generic competitors, buyers aren’t finding their inventory in the first place. Manifest Media Announces Strategic Partnership with Realm to Expand its Creative Influence in Podcasting . The collaboration aims to bring Manifest’s catalog of new and upcoming audio fiction to Realm’s platform. <a href=
Thu, January 25, 2024
New NPR CEO, Open APIs for Podcasting, Audacy Revenue Projections, & More
Here's what you need to know for today in the business of podcasting: Unlocking the Value of Audio Content: Why Open APIs Are a Game-Changer (featuring Bryan Barletta, Partner at Sounds Profitable) The “Why” of Your Podcast by Tom Webster More gambling ad spend goes to TV than all other formats combined by Sara Lebow NPR names tech executive Katherine Maher to lead in turbulent era by David Folkenflik …as for the rest of the news: Audacy projects ambitious revenue growth in streaming and podcasting for the year , and Paramount announces Jon Stewart will return as executive producer and Monday host of The Daily Show .
Wed, January 24, 2024
Diversity Delivers, Personalization Pitfalls, Money Movers, & More
Here's what you need to know for today in the business of podcasting: Most streaming music tracks do not reach monetisation threshold by Ella Sagar Brands Are Getting Shy On DEI, But Reaching Diverse Audiences Is Still Good Business by Anthony Vargas Why Personalized Ads Go Wrong And How To Do Them Right by Hana Yoo …as for the rest of the news: Magellan has published their rankings of top podcast advertisers for December 2023 , Brian Morrissey reflects on what media publishing might look like if the current billionaire-supported model falls apart, and Sounder has a free live webinar next Tuesday with Bryan Barletta on open APIs.
Wed, January 24, 2024
The “Why” of Your Podcast
Since the beginning of podcasting, people have yearned to know exactly why someone does or does not listen to their podcast. Tom Webster reflects on what answering a “why” can uncover. Written by Tom Webster Edited by Bryan Barletta Audio edited by Gavin Gaddis Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, January 23, 2024
Audio's 2024 Momentum, Challenging TV Upfronts, Networks Test AI, & More.
Here's what you need to know for today in the business of podcasting: How podcast networks are testing AI tools for faster translation, ad sales by Sara Guaglione I analyzed 28.5 million Apple Podcasts star ratings by Dan Misener Paramount Won’t Return to TV’s Upfront Week in New York by Brian Steinberg Are awards worth it for Canadian podcasts? By Kattie Laur LUMA: 2024 Will Be Better For M&A (No, Seriously This Time) by Allison Schiff Sound will no longer be an afterthought
Mon, January 22, 2024
Sports' Gen Z Problem, Host-Read on YouTube, Podcasting's Cool Factor & More
Here's what you need to know for today in the business of podcasting: Not All Podcast Ads are Created Equal. Here's Why by Kedric Walls Sports has a Gen Z problem Are Podcasts Cool (Again)? Hot Pod Interviews NPC Podcast Chief Collin Campbell …as for the rest of the news: amplifi’s Steven Goldstein writes The Truth About Podcasting’s Measurement Makeover , PodBean’s final free live event of “Podcast Launch Month” is this Thursday , and healthcare is projected to invest over $36 billion in U.S. advertising this year (which podcasting could get a cut of).
Fri, January 19, 2024
Skippable Ad Engagement, Pivoting to Long-Term Branding, Podcasting x SXSW, & More
Here's what you need to know from this week in the business of podcasting. Podcast Download: Disconnect Between Ad Creative and Audience Expectations TikTok on Skippable Ads , Becoming Search Destination Communication is Key in Podcasting Podcasting Grows at SXSW Quick Hits While they may not be top story material, the articles below from this week are definitely worth your time: The 25th Hour by Tom Webster. This week in the Sounds Profitable newsletter, Tom explains how Duolingo, rocks, and sand can help podcasting reach potential listeners who feel they don’t have enough time for podcasts. Podcasting Pioneer Shares His 3 Biggest Tips for Success . This week on How Success Happens, Bryan Barletta joins to discuss how companies can set themselves up for success when dipping their toes into podcasting. Australians downloaded more than 1 billion podcasts in 2023 . According to the December Australian Podcast Ranker from Triton Digital and Commercial Radio & Audio, Australia's top 200 Australian podcasts were downloaded more than a billion times last year, representing a 26% year over year increase. Can programmatic help podcasts find the money? By Damian Fowler. Programmatic advertising made up 1 in 10 revenue ad dollars for podcasting last year, while forms of other digital media had 9 out of 10 come from programmatic. This piece looks at ways programmatic could have a path forward in increasing its growth rate with podcasts. <a href="https://soundsprofitable.com/press-release/flightpath-premieres-first-of-its-kind-campaign-prediction-one-year-into-the-future/" target="_blank" rel="noreferrer noop
Thu, January 18, 2024
Podcasts Save Time, Teen's Search on TikTok, Chrome Closes Cookie Jar, & More.
Here's what you need to know for today in the business of podcasting: The 25th Hour by Tom Webster Podcasts are key tool for TV discovery, research shows by Adam Shepherd Amy Poehler to Keynote at Podcast Movement Evolutions TikTok gains favor among Gen Z over Google for searches by Jeremy Goldman Daily Beast Podcast Secretly Records Paul F. Tompkins, Reframes Discussion …as for the rest of the news: WARC Media predicts global ad spend will break $1 trillion this year , Marketing Brew gives a “way too early” look at cookie-less internet browsing , and ExchangeWire asks several experts for their predictions on podcasting and digital audio this year.
Wed, January 17, 2024
Podcast Ad Expectations, 1 Billion Down-Under Downloads, Podcasting's Programmatic Potential, & More
Here's what you need to know for today in the business of podcasting: Podcast Ad Creative Disconnect Revealed In Cumulus Media And Signal Hill Insights’ Podcast Download by Pierre Bouvard Australians downloaded more than 1 billion podcasts in 2023 Can programmatic help podcasts find the money? by Damian Fowler …as for the rest of the news: Headliner reflects on 2023’s statistics and feature launches , Signal Hill Insights discusses how YouTube and video will grow podcasting this year , and Bryan Barletta appears on Entrepreneur’s podcast How Success Happens to talk about setting companies up for success in podcasting.
Wed, January 17, 2024
The 25 Hour Day
Tom Webster explains what rocks, sand, and Duolingo can teach podcasting in how we frame listening statistics and audience behavior. Written by Tom Webster Edited by Bryan Barletta Audio edited by Gavin Gaddis Hosted by Spreaker Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, January 16, 2024
SXSW x iHeart Awards, Skippable Ad Appeal, Keeping Child-Safe Compliant, & More.
Here's what you need to know for today in the business of podcasting: The incredible shrinking podcast industry by Max Tani TikTok reports non-skippable video ads may harm engagement by Nicola Agius How children's privacy laws complicate connected TV tracking practices by Tim Peterson S&P says advertisers have resumed spending iHeartMedia Announces Return of ‘The iHeartPodcast Awards’ with Live Event in Partnership with SXSW on March 11, 2024 …as for the rest of the news: PodPod reports Audioboom has hit 35% year-over-year revenue growth , Flightpath premiers campaign predictions that can project one year into the future, Magellan AI adds attention metrics with Adelaide , and Pushkin appoints Gretta Cohn as CEO .
Fri, January 12, 2024
A Year in Acquisitions, YouTube Ingests RSS, Accounting for Authenticity, & More
Here's what you need to know for this week in the business of podcasting: Podcast Acquisitions & Investments - 2023 Industry Recap SXM Media’s Digital Audio Research Recap YouTube Launches RSS Feed Ingestion Branded Music and Authenticity Quick Hits: 5 Strategies For Podcast Expansion In A Zero-Sum Audio World by Steven Goldstein. Recent Edison Research data shows daily time spent listening to audio content has remained stable for a decade. Goldstein discusses strategies for podcasting to grow in a world where a listener’s time is largely already accounted for. iOS 17 by Pete Birsinger. The Podscribe CEO has written an explainer on how iOS17 changed auto-downloading behavior and how it will likely impact campaign performance for podcasts. For more reading on the subject, we recommend Livewire Labs’ regularly-updated data on download performance since iOS 17’s release. Content Mood Targeting from SXM Media. Publishers working with SXM can target music-listening audiences based on the mood assigned to millions of songs in a growing library of cateogorized music, as well as submit their own music to be assigned mood tags. The Untapped Potential of Audio in Retail Media Networks by Joshua Yamuder. Triton Digital’s Director of Partnerships and Programmatic Marketplace promotes digital audio as a must-have inclusion for retail media networks looking to diversify their marketing mix.Since the last issue of The Download there have been two podcasting bankruptcies of note: Audacy and <a href="https://voxalyze.com/voxalyze
Thu, January 11, 2024
Acquisition in Podcasting, Spotify Ambassador Ads, Branded Music Pitfalls
Here's what you need to know for today in the business of podcasting: Podcast Acquisitions & Investments - 2023 Industry Recap by Bryan Barletta Ambassador Ads are going away. The Untapped Potential of Audio in Retail Media Networks by Joshua Yamuder If music marketing is a gateway to culture, brands must navigate carefully, execs say …as for the rest of the news: The recently-canceled podcast Death, Sex & Money from WNYC has been revived by Slate , and if you’re interested in more coverage of marketers seeking authenticity in their campaigns: check out Digiday’s piece on brands shifting their approach to influencers.
Wed, January 10, 2024
RSS Live on YouTube, 2023's Average CPM, Podcast Execs on 2024 & More
Here's what you need to know for today in the business of podcasting: YouTube officially allows creators to publish podcasts via RSS feeds by Reem Makari After a tough year, podcast execs say 2024 will bring in new advertisers amid stiff competition for listeners by Sara Guaglione Libsyn CPMs down 6% for 2023 by Adam Shepherd Can Programmatic Audio Rise In The Charts In 2024? by Hana Yoo …as for the rest of the news: Lower Street has announced their speaker lineup for a free brand podcast summit on January 24th , Adam Bowie looks at Edison’s top 25 podcasts in the UK from Q3 2023 , and AdExchanger looks at programmatic CTV’s expected evolution for the year.
Tue, January 09, 2024
NPR's Brand Safety, SXM's Mood Ring, COPPA on Contextual, & More.
Here's what you need to know for today in the business of podcasting: Sounder Analysis: NPR's News Podcasts Significantly Safer for Brands than General Population of News Podcasting Content Mood Targeting 5 Strategies For Podcast Expansion In A Zero-Sum Audio World by Steven Goldstein How Will Contextual Advertising Fare When The FTC Revises Its COPPA Rule? by Allison Schiff …as for the rest of the news: iHeartmedia and Magnite join forces to launch a new marketplace , AdLarge signs exclusive sales partnership with Fable & Folly , Audacy files for bankruptcy, USG Audio scales back Universal’s podcast development, and Voxalyze announces a shutdown of their services due to lack of investment.
Mon, January 08, 2024
Podcasters in Pajamas, SXM's Research Roundup, Cumulus Signs BiggerPockets & More.
Here's what you need to know for today in the business of podcasting: Streaming audio twice as “authentic” than TV for advertisers. Podcasts? Nine times. by Brad Hill iOS 17, a writeup by Pete Birsinger Why Gen Z’s biggest podcasters are working from bed by Lilly Smith The 5 trends that will shape sports marketing in 2024 by Alyssa Meyers Music streaming service SoundCloud tunes up for sale by Mark Kleinman …as for the rest of the news: Signal Hill Insights shares three potential game-changers from their 2023 research , Cumulus Media signs a deal with BiggerPockets , and iHeartMedia is launching a politically-focused podcast network.
Fri, December 22, 2023
Christmas Sports Sold Out, YouTube and Co-Measurement, SmartLess' Big Business, & More
Here's what you need to know for today in the business of podcasting: Disney nearly sold out Christmas sports ad space in early December. Simplecast Announces YouTube Integration SmartLess Proved Celeb Podcasts Can Mean Business YouTube Postpones Co-Viewing Measurement Plan Quick Hits: What marketers need to learn from breakthrough brand IP like Barbie, Nike, Super Mario Bros. for 2024 by Kristina Monllos. Digiday interviews several people in the advertising industry to get their take on the near-future of branded content in a post-Barbie world. Here's What's Missing From Netflix's Data Dump, According to Ad Experts by Bill Bradley. While the new What We Watched report from Netflix has some useful data covering the past six months, ad buyers would prefer smaller, more frequent batches of data with more targetable information than one giant batch every six months. The Crucial Timing of Ads . RedCircle sketches out the ebb and flow of ad spending throughout a typical year to give podcasters an idea of what strategies they should pursue in the early months, the summer, and the busy holiday season at the end of the year. What Worked in 2023: Brands in Podcasting by Annalise Nielsen. Pacific Content interviews several industry professionals to talk about valuable lessons learned in branded podcasting this year.
Thu, December 21, 2023
Simplecast's YouTube Integration, Barbie's Lessons for 2024, Netflix's Data Dump, & More
Here's what you need to know for today in the business of podcasting: Simplecast adds YouTube integration for automatic uploads by Adam Shepherd What marketers need to learn from breakthrough brand IP like Barbie, Nike, Super Mario Bros. for 2024 by Kristina Monllos Here's What's Missing From Netflix's Data Dump, According to Ad Experts by Bill Bradley …as for the rest of the news: Podimo has secured €44 million in combined funding , and eMarketer finds most TV and video ad buyers require at least three(!) forms of data currency .
Wed, December 20, 2023
Seasonal Podcast Ad Strategy, Streaming Audiobook Royalty Concerns, 2024 Agency Trends, & More
Here's what you need to know for today in the business of podcasting: Welcome to the ad-free internet Spotify's Push Into Audiobooks Sparks Concern Among Authors by Ashley Carman The Crucial Timing of Ads Media Buying Briefing: Here are five media agency trends to watch in 2024 by Antoinette Siu and Michael Bürgi …as for the rest of the news: Rain News shares the audio-related highlights from Nieman Labs’ 2024 predictions, and Marketing Brew covers how Agencies of Record could become a thing of the past.
Tue, December 19, 2023
IAB Creator Economy Study, YouTube Postpones Co-Viewing, 2024 Ad Trends, & More
Here's what you need to know for today in the business of podcasting: IAB Releases First-of-Its-Kind Research Report on the Creator Economy Advertising Opportunity What Worked in 2023: Brands in Podcasting by Annalise Nielsen YouTube postpones co-viewing measurement plan by Tim Peterson Ad Trends In 2024: Digital Deceleration, AI Rising, More Ad-Supported Streaming …as for the rest of the news: Tink Media has launched Podcast Group Therapy to offer podcast marketing strategies in tight-knit online sessions capped at 10 participants, new Association of Online Publishers report shows subscription revenues are beginning growth to a flat digital publishing market in the UK, and Magellan AI publishes their top movers and shakers in podcast advertising for November.
Mon, December 18, 2023
Disney's Christmas Sports Inventory, SmartLess' Big Business, Behind the SiriusXM Rebrand, & More
Here's what you need to know for today in the business of podcasting: Disney is almost sold out of Christmas NFL, NBA, and Rose Bowl ad inventory by Alyssa Meyers Mailchimp cancels podcast after refusing to work with union producers by Ariel Shapiro How Will Arnett, Jason Bateman and Sean Hayes’ ‘Smartless’ Proved Podcasts Can Mean Big Business by Addie Morfoot Behind the scenes of SiriusXM’s rebrand by Alyssa Meyers …as for the rest of the news: Podnews has launched a fun tool to find which Netflix series has similar performance to your podcast’s based on recently-published Netflix watch data, and IAB Australia has announced the 2024 IAB Australia Audio Summits sessions.
Fri, December 15, 2023
Host Engagement in Video Podcasts, Spotify Signs Warner Bros. Discovery, TikTok Top Teen Choice & More
Here's what you need to know for this week in the business of podcasting: Sound You Can See: Podcasting’s Video Dilemma Edison Research, Cumulus Media publish Q3 Share of Ear Study Spotify Inks Podcast Deal With Warner Bros. Discovery for CNN, HBO and More Shows by Caitlin Huston Teens social media platform choices are shifting.
Thu, December 14, 2023
Podcasting's Video Dilemma, Realm Signs Adelicious, Marketers Predict Podcast Adspend, & More
Here's what you need to know for today in the business of podcasting: Sound You Can See: Podcasting’s Video Dilemma 49% of global marketers predict increase in podcast ad spending by Adam Shepherd Audio Is One Of Agency Giant WPP’s Top 10 Trends For 2024. Realm inks deal with Adelicious
Thu, December 14, 2023
10 Critical Facts about Video and Podcasting for Success in 2024
Sound You Can See, our latest research on the role of video in podcasting, presents a compelling picture of a single audience, choosing audio or video depending on their mood and environment. Tom Webster breaks down the ten things you need to know from this important study. Sound You Can See Webinar Written by Tom Webster Edited by Bryan Barletta Audio edited by Gavin Gaddis Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Wed, December 13, 2023
TikTok Podcasts Ending, Podcasting's Newest Demographic, McDonald's Continues Diverse Podcast Initiative, & More
Here's what you need to know for today in the business of podcasting: TikTok Sunsets Podcast Feature Teens are more online than ever, but platform preferences differ: report by Jasmine Sheena Podcasters & Advertisers: Meet Your New Audience by Paul Riismandel The Specialist DSPs Giving Omnichannel Giants A Run For Their Money By James Hercher …as for the rest of the news: McDonald’s has committed to supporting diverse podcasting for another two years , and Brian Morrissey discusses podcasts as ‘nuance media’ on The Rebooting Show.
Tue, December 12, 2023
Podcasting Eats Share of Ear, Spotify Signs Warner Bros. Discovery, & More
Here's what you need to know for today in the business of podcasting: Edison Q3 2023 “Share Of Ear”: AM/FM In-Car Listening Surges To Pre-Pandemic Norms, Spoken Word Grows To Highest Level, And Pandora and Spotify Are Down by Pierre Bouvard Spotify Inks Podcast Deal With Warner Bros. Discovery for CNN, HBO and More Shows by Caitlin Huston TikTok, gaming, and AI will define the advertising landscape in 2024, report says
Mon, December 11, 2023
TikTok Going Longform, 2024 Ad Spend Predictions, Tech Startup Capital Issues & More
Here's what you need to know for today in the business of podcasting. People are watching longer TikToks. What does that mean for competition with YouTube? by Sara Lebow A look at holding company 2024 ad spending forecasts by Antoinette Siu From Unicorns to Zombies: Tech Start-Ups Run Out of Time and Money by Erin Griffith What creator Anna Kai looks for in a brand partner by Katie Hicks …as for the rest of the news: Livewire has published an update to their tracking of iOS 17 auto-download changes in Apple Podcasts , and Spotify’s CFO Paul Vogel is now slated to leave the company in March (a decision made shortly after Vogel sold over $9 million in Spotify shares on the same day as the layoff news last week).
Fri, December 08, 2023
Audio to Pass $75 billion, ANA Finds Missing Adspend, Programmatic Summit Recap, & More
Here's what you need to know from this week in the business of podcasting: The Fastest Growing Languages in Podcasting Podcast Download Fall 2023, Cumulus Media and Signal Hill Insights Spotify Announces Layoffs ANA Study Finds Nearly 2/3rds of Ad Dollars Never Reach Intended Audiences Quick Hits: The Partial Attention Economy of Video Podcasting by Tom Webster. Surveyed podcast audiences say they’re media-agnostic when it comes to how and where they consume podcasts. Tom examines what this means for podcasting. Speaking of video and podcasting, don’t forget to register for Sound You Can See: Podcasting’s Video Dilemma , which debuts in a free webinar at 2:00 p.m. CST on Wednesday, December 13th. Libsyn Unveils November 2023 Podcast Advertising Rates, and 5 Developments to Watch in 2024 . Along with the latest AdvertiseCast average CPM for a 60 second podcast ad, CRO Dave Hanley shares five things to keep an eye on next year. Deloitte: Audio Market to Surpass $75 billion in 2024 . In addition to the overall number for audio advertising, Deloitte predicts podcasting has a fair amount of untapped potential for per-user revenue growth. Podcasts aren’t as doomed as they look. But some of the best ones are by Scott Nover . A look at the last year for Spotify, as well as big-picture reflection on the issues facing more cost-intensive journalistic and investigative podcasts. Podcast Companies Begin to Advertise Like Hollywood
Thu, December 07, 2023
Podcast Language Diversity, ANA Finds Missing Adspend, Programmatic Summit Recap, & More
What Are the Fastest-Growing Podcast Languages? by Becca Butcher ‘We have to test or you’re dead next year’: Overheard at the Digiday Programmatic Marketing Summit by Kayleigh Barber Podcasts aren't as doomed as they look. But some of the best ones are by Scott Nover Only around a third of ad dollars reach ‘intended audiences,’ ANA finds by Ryan Barwick …as for the rest of the news: Tidal announces a layoff of 10% of its staff , and more Digiday coverage of the Programmatic Marketing Summit in which a panelist breaks down integrating programmatic tracking into the creator economy.
Wed, December 06, 2023
The Partial Attention Economy of Video Podcasting
When asked if they listen to full podcast episodes, watch full episodes, or watch clips, audiences surveyed gave a resounding “yes.” Tom Webster breaks down what that means for podcasting and how we should act on it. Written by Tom Webster Edited by Bryan Barletta Audio edited by Gavin Gaddis Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Mon, December 04, 2023
Audio to Pass $75b, Spotify Announces Layoffs, NPR Hires Campbell, & More
Spotify Cuts 1,500 Jobs, CEO Ek Says Streamer Must Be Leaner by Lucas Shaw Deloitte: Audio Market To Surpass $75 Billion In 2024. Libsyn Unveils November 2023 Podcast Advertising Rates, and 5 Developments to Watch in 2024 …as for the rest of the news: NPR hires former Gimlet executive editor Collin Cambell to oversee podcast strategy, PodPod reports the BBC is investing more in podcasting as part of a digital pivot , Marketing Brew examines why advertisers are excited about attention metrics , and Horizon Media has outlined 10 Gen Z subcultures for marketers to think about when targeting campaigns .
Fri, December 01, 2023
RAJAR's MIDAS Study, Podcast Guests Generate Revenue, Trader Joe's Podcast Advantage & More
Here's what you need to know from this week in the business of podcasting: RAJAR: UK Podcast Weekly Reach Has Doubled Since 2017 Ad Revenue Growing Faster Than Expected Podcast Guesting Drives Defector Subscriptions Branded Podcast Enables Better Coverage, Connection With Fans Quick Hits: Putting Success In Your Way With Video by Tom Webster. With the growth of video podcasting, it’s time to re-examine how podcasting thinks about audiences watching podcasts instead of listening. Tom Webster breaks down the differences, and how the two aren’t mutually exclusive. Age of Audio: A Tale of Modern Audio Storytelling . Podcast producer Ronald Young Jr. has published a trailer and IndieGoGo campaign to fund the completion of a documentary about the evolution of narrative audio in podcasting, featuring interviews with notable podcasters like Ira Glass, Avery Trufelman, and our very own Tom Webster. How audience-first creative is amplifying audio and video campaigns for 2024 by Alex Donics. Spotify’s global director of demand marketing talks through the power of effective advertising and highlights the key ingredient of a well-produced, authentic ad creative. Realm & IGN Strike Podcast Deal Including Scripted Adaptation Of Justin Roiland Videogame ‘High On Life’ From Squanch Games by Peter White. Audio fiction production company Realm has signed a deal with IGN to produce podcasts based on video game IP. Given the size and connections of IGN, this could lead to a whole new niche of licensed audio fiction based on video games. New Podcast Audience Profiles N
Thu, November 30, 2023
Ad Revenue Beats Expectations, Black Friday Goes Omnichannel, New Podcast Documentary, & More
Here's what you need to know for today in the business of podcasting: Strong online sales show Black Friday was an ‘omnichannel event’ by Alex Vuocolo Ad revenue is growing faster than expected, per analyst by Ryan Barwick Digiday+ Research: Publishers’ programmatic revenue didn’t shake out the way they’d hoped, but it’s still a bright spot How audience-first creative is amplifying audio and video campaigns for 2024 by Alex Donics …as for the rest of the news: The trailer and IndieGoGo campaign for Age of Audio: A Tale of Modern Audio Storytelling are now live (spoiler alert: Sounds Profitable’s own Tom Webster makes an appearance), Magellan AI has published their October 2023 top movers and shakers in podcast advertising , and AdExchanger proposes programmatic CTV is in its ‘consolidation phase’ (a phase podcasting has already experienced and matured from).
Wed, November 29, 2023
Podcasting's Multiplatform Future, Ad Market Growth Continues, Chili's Sonic Branding & More
Here's what you need to know for today in the business of podcasting: Podcasting’s Multiplatform Imperative by Steven Goldstein Innovid study examines impact of measurement and optimization gaps across CTV campaigns by Antoinette Siu Google’s Search Partner network comes under fire in research underlining brand safety vulnerabilities by Ronan Shields Why Chili’s brought back its baby back ribs jingle by Alyssa Meyers …as for the rest of the news: MediaPost reports the ad market has grown for its fourth consecutive quarter , the 2023 edition of Spotify Wrapped is here , Signal Hill Insights’ Jeff Vidler discusses what makes podcasts a unique ad medium , and we’ve got a bushel of Apple charts: Podnews has aggregated the top Apple Podcasts show around the world , and Adam Bowie breaks down the U.S. top Apple chart to compare it to similar rankings from other sources .
Wed, November 29, 2023
Putting Success In Your Way With Video
With the growth of video podcasting, it’s time to re-examine how podcasting thinks about audiences watching podcasts instead of listening. Tom Webster breaks down the differences, and how the two aren’t mutually exclusive. Written by Tom Webster Edited by Bryan Barletta Audio edited by Gavin Gaddis Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, November 28, 2023
Australian Audio Spend Up, Stripping Podcast Ads, IGN's Realm Deal, & More
Here's what you need to know for today in the business of podcasting: Auddia Announces Intent to Strip Ads From Podcasts Digital audio ad spend in Australia up 16.2% September quarter 2023 Realm & IGN Strike Podcast Deal Including Scripted Adaptation Of Justin Roiland Videogame ‘High On Life’ From Squanch Games by Peter White …as for the rest of the news: Apple shares the most popular podcasts of the year , and Adam Bowie takes a look at the RAJAR Midas report .
Mon, November 27, 2023
UK Podcast Reach Doubles, Guest Hosting Drives Revenue, Trader Joe's Podcasting Play, & More
Here's what you need to know for today in the business of podcasting: Rajar Midas: podcasts double weekly reach in six years by Ella Sagar The shifts that will impact 2024’s video ad landscape by Jennifer King Defector Annual Report, September 2022 – August 2023 How Trader Joe’s, Erewhon, and H-E-B, have cultivated a cult following Women more disengaged with news than men …as for the rest of the news: The Podcast Show 2024 is now accepting session and speaker submissions until Friday, December 8th (and in case you were wondering: Sounds Profitable will be in attendance), Livewire Labs has published an in-depth analysis of the impact of auto-download changes to Apple Podcast in iOS 17, and AdNews interviews Spotify’s head of sales for Australia and New Zealand .
Tue, November 21, 2023
Spotify's Android Commission Rate, X Cancels MRC Audit, Adblocker Usage Rising & More
Here's what you need to know for today in the business of podcasting: A secret Google deal let Spotify completely bypass Android’s app store fees by Adi Robertson and Sean Hollister Brand safety concerns mount as X (formerly Twitter) pulls out of MRC audit by Krystal Scanlon NewsGuard’s Whitelist Of Ukrainian Publishers Aims To Combat Wartime Misinformation by Anthony Vargas Roku And Unity Want To Prove CTV Is A Performance Channel by Alyssa Boyle Working From Home Spurs Ad Block Rates to Rise by Trishla Ostwal …as for the rest of the news: SiriusXM Media SVP and Head of Ad Innovation Lizzie Widhelm is on the latest Digiday Podcast , and PodPod has signed Spotify as a headline partner for their Podcast Advertising Summit , set to take place in London on January 25th.
Mon, November 20, 2023
Spotify’s Global Ad Expansion, Podcasters > Social Influencers, Consumer Holiday Spending & More
Here's what you need to know for today in the business of podcasting: Forecast: Double-Digit Online Ad Growth For Both 2023 And 2024. Spotify Audience Network expands to five new global markets by Reem Makari System1: New Study Reveals How Audio Personalities Drive Advertising Effectiveness by Pierre Bouvard Amazon joins pack offering deals a week ahead of Black Friday by Alex Vuocolo Cost of living is squeezing the entertainment budgets of Australians …as for the rest of the news: JAR Audio breaks down why podcasts should be guided by engagement instead of conversions, SoundCast is deepening ties between audio and mobile gaming advertising , and Pew Research Center finds Americans favor digital for news while print is at an all-time low.
Fri, November 17, 2023
TikTok's Spotify Integration, Record Spoken Word Listenership, Podcasting's Video Dilemma, & More
Here's what you need to know from this week in the business of podcasting: The Spoken Word Audio Report 2023 YouTube Debuts New AI Content Policies Saving TikTok Songs to Spotify With New Integration Ad Engagement Declines With Lack of Representation Quick Hits: Spotify’s podcast and audiobook discovery will get a boost from Google Cloud’s AI by Amrita Khalid. Google Cloud’s Large Language Models will be used to scan all podcasts and audiobooks on Spotify to improve metadata and discoverability. Podcasting Lessons From Dogs by Tom Webster. This week Tom reflects on why podcasts with multiple hosts need an Abbot to their Costello. A traffic cop to direct the flow of conversation when need be. How I got 10x YouTube subscribers by adding video to my podcast by Ashley Hamer. A step-by-step account of Hamer adding video production to her existing podcast Taboo Science and how optimizing her YouTube channel boosted YouTube algorithm attention. Sound You Can See: Podcasting’s Video Dilemma . On Wednesday, December 13th, Sounds Profitable will debut their latest study, which dives into consumer perceptions of podcasts on video and how they continue to drive the future of this medium. Global signs exclusive podcast distribution and licensing deal with iHeartMedia by Reem Makari. iHeartMedia podcasts will be distributed on the Global Media app in the UK and Ireland, while Global podcasts will be distributed in the U.S. on iHeartRadio’s app, along with iHeartMedia monetization. <a href="https://soundsprofitable.com/press-release/triton-digital-releases-th
Thu, November 16, 2023
Spotify’s Google AI Play, Australia’s Top 100, YouTube’s AI Policies & More
Here's what you need to know for today in the business of podcasting: Spotify’s podcast and audiobook discovery will get a boost from Google Cloud’s AI by Amrita Khalid YouTube intros new AI governance policies. AI helps enforce them by Brad Hill The case for and against brand safety by Seb Joseph and Krystal Scanlon Defining Premium Video - How VAB and Comcast’s FreeWheel are Trying to Settle TV Industry Debate by Jack Neff …as for the rest of the news: PodPod covers how to hit the mark with GenZ podcast listeners , and Triton’s newest batch of podcast rankers have arrived, including Australia’s top 100 showing Hamish & Andy has held its #1 spot for six months running.
Thu, November 16, 2023
Feed Drop: Sounds Profitable’s Bryan Barletta on Building an Audio Industry
What is the “future of audio business?”Today on the podcast, we’re excited to feature Bryan Barletta’s recent guest interview on Podcast Perspectives, the weekly show produced by our friends at The Podglomerate (the podcast firm specialized in producing, distributing, and monetizing podcasts for high-profile clients including Freakonomics Radio, PBS, NPR stations, Harvard Business School, and more). Podcast Perspectives brings on audio leaders and industry executives to walk through the biggest news of the day and to go deep on topics that podcasters need to know - like IP and rights issues, ad tech, podcasting’s role in media at-large, and more. Listen to more episodes of Podcast Perspectives and follow the podcast: https://listen.podglomerate.com/show/podcast-perspectives/
Wed, November 15, 2023
Predictive Contextual Audience Targeting, Representation Impacts Ads, Global Signs iHeart
Here's what you need to know for today in the business of podcasting: Acast Inks Global Partnership with Proximic by Comscore for Cookie-Free Podcast Targeting Across More than 100,000 Podcasts Lack of representation in ads causes disengagement in majority of UK audience Why Advertisers Should Care About Hitting The Right Note With Hispanic Audiences Global signs exclusive podcast distribution and licensing deal with iHeartMedia
Tue, November 14, 2023
TikTok x Spotify, Few Word Do Trick, New Podcast Trends Report
Here's what you need to know for today in the business of podcasting: 2023 Podcast Trends Report from Megaphone and Spotify Less Is More: Reduce Audio Ad Copy Word Count And Improve Effectiveness, According To Colourtext’s Jason Brownlee by Pierre Bouvard You Can Now Easily Save Songs to Spotify From TikTok With a Simple Tap How Agencies are Adapting to Marketers’ Increased Focus on the Creator Economy by Aleda Stam and Brian Bonilla As for the rest of the news… Advertisers are finding broken links to dead channels in their YouTube Select reports , and SXM has launched a rebrand with fresh new visuals and the return of its long-absent dog mascot Stella
Mon, November 13, 2023
Post-Strike Advertising, NPR Spoken Word Report, Increasing YouTube Podcast Reach
Here's what you need to know for today in the business of podcasting: Spoken word audio report (NPR / Edison Research): Record high consumption; podcast share growing; AM/FM unbeatable in the car by Brad Hill As the strikes end and Hollywood gets back to business, what happens next for advertisers and ad buyers? by Kristina Monllos Americans to brands: look inward before weighing in on politics by Alyssa Meyers How I got 10x YouTube subscribers by adding video to my podcast by Ashley Hamer …as for the rest of the news: SoundStack hires digital audio vet Michael Fischer , the nomination deadline for The Ambies is November 17th, Spooler has launched a map tool allowing podcasters to mark locations mentioned in a podcast on an embeddable map , The Podcast Marketing Academy has published a new marketing trends report , Spotify has revamped their connected TV app with more features and a UI similar to the desktop and mobile versions.
Fri, November 10, 2023
Brands Increase 2024 Budgets, Super Bowl Podcast Potential, Podcast Consumer Verticals, & More
Here's what you need to know from this week in the business of podcasting: Study Looks into Podcast Listener’s Consumer Verticals Super Bowl 54 Ad Space is Hot, As Are Sports Podcasts ebiquity: 60% of Brands to Increase 2024 Ad Budgets Q3 Podcast Earnings RoundupQuick HitsWhile they may not be top story material, the articles below from this week are definitely worth your time: Making The Case for Podcasting by Tom Webster. Tom tackles the ever-present problem of making an appealing pitch for podcasts to non-listeners. Integration Powerhouse: Podbean and Descript Simplify Podcast Publishing . Next Thursday, November 16th, Podbean and Descript will host a free hour-long webinar. Podcasters Can Better Connect to Their Audiences With the Insights From Our Latest Fan Study . The study includes findings about the busiest time of day for podcast listening, and the efficacy of cross-podcast promotion. Adaptive Podcasting - open source release . The BBC’s Research and Development has published research and an open-source tool investigating the concept of dynamically-built podcast episodes based on listener data.
Thu, November 09, 2023
SiriusXM Revamp Revealed, Niche Beats Scale, Spotify's Fan Study, & More
Here's what you need to know for today in the business of podcasting: SiriusXM Lowers Price, Reboots to Take on Streaming Music Rivals With “Human-Curated” Focus by Alex Weprin Media Briefing: In 2024, publishers and buyers say events and niche media will win ad dollars over scale by Kayleigh Barber Podcasters Can Better Connect to Their Audiences With the Insights From Our Latest Fan Study …as for the rest of the news: Veritone has posted their Q3 results , and Insider breaks down the difference between brand safety and brand suitability .
Wed, November 08, 2023
Bigger 2024 Ad Budgets, Podcasting's Branding Boom, Spotify's Growing Library
Here's what you need to know for today in the business of podcasting: 200,000+ Audiobooks Are Now Available to Spotify Premium Listeners in the U.S. Branding Investment in Podcasting Doubles, Magnifying Focus on Brand Lift Sixty percent of major brands plan to increase their ad budgets in 2024, new research shows Twilight of the brands by Brian Morrissey
Wed, November 08, 2023
Making the Case for Podcasting
Tom Webster tackles the ever-present problem of making an appealing pitch for podcasts to non-listeners. Written by Tom Webster Edited by Bryan Barletta Audio edited by Gavin Gaddis Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .Summary
Tue, November 07, 2023
Acast's Sales Growth, Podcast Listener Consumer Verticals, AdWeek's Podcast Awards, & More
Here's what you need to know for today in the business of podcasting: What types of podcast listeners are which types of consumers? By Brad Hill Acast’s US bet pays off with 55% net sales growth in North America by Reem Makari Consumer attention and ad spend are mismatched. Where does that leave advertisers? By Sara Lebow The Top 50 Podcasts in the U.S. Q3 2023 from Edison Podcast Metrics Brands Still Test Interactive Voice Ads Years After Launch by Stephen Lepitak …as for the rest of the news: BBC Studios grows its audio unit , The Hollywood Reporter covers a big investment in athlete-hosted video podcasts , and Succession takes home top podcast at the AdWeek Podcast Awards .
Mon, November 06, 2023
Super Bowl Ad Sellout, New BBC Podcast Tool, NYT Covers LeVar, & More
Here's what you need to know for today in the business of podcasting: CBS is ‘virtually sold out’ of ad slots for Super Bowl 58 by Alyssa Meyers Adaptive Podcasting - open source release from BBC Research & Development? LeVar Burton Wants to Be Heard by Laurel Graeber …as for the rest of the news: Attention vendors are trying to bring measurement tools currently available in other fields (like podcasting) to YouTube , and continuing the theme of major news sources covering podcasts: a recent Washington Post article on Julia Louis-Dreyfus heavily sources her Lemonada podcast Wiser Than Me .
Fri, November 03, 2023
Interactive Audio Ads, Jolly Holiday Spending, Spotify's Audiobook Revamp, & More
Here's what you need to know from this week in the business of podcasting: Amazon launches interactive audio ads Consumer Shopping Habits Forecast 2019 Numbers Marketers to spend holiday budgets (mostly) in November The Implications of Spotify’s Audiobook Revamp Quick Hits Sounds Profitable launches branded podcast directory in partnership with Lower Street by Reem Makari. As announced in Bryan Barletta’s article on Wednesday, Sounds Profitable has partnered with branded podcast production company Lower Street to create Brands in Podcasts, a public directory for branded audio. Are my podcast downloads declining because of iOS 17? by Dan Misener. A breakdown of how to answer three important questions about the health of one’s Apple Podcasts audience and how to track it as wider iOS17 adoption changes auto-download behaviors. The Jar Audio Podcast Landscape featuring Sounds Profitable Research . JAR Audio breaks down key findings from the Sounds Profitable study The Podcast Landscape, which took a look at how listener perceptions of podcasting. The JAR breakdown looks at the study from the perspective of a marketer working with branded podcasts. Digiday Programmatic Selling Strategies: Navigating identity, deals and making the most of CTV and video . Thursday, November 16th, Digiday Editor-in-Chief Jim Cooper will host a virtual forum with marketing experts to discuss programmatic campaign strategies for 2024. The forum is produced in partnership with U of Digital and registration is free. Startup Series: Introduction to Podcast Advertising by Ossa Collective . On Wednesday, November 8th at 2:00 p.m. CST OSSA will host a live virtual event kicking off their ten-part series demystifying the world of podcas
Thu, November 02, 2023
A Billion for Audioboom, Branded Podcast Directory, Marketers' Big November
Here's what you need to know for today in the business of podcasting: Sounds Profitable launches branded podcast directory in partnership with Lower Street by Reem Makari Marketers to spend most of holiday budgets in November: report by Alyssa Meyers IP addresses may not be the post-cookie data solution adtech wanted by Ryan Barwick …as for the rest of the news: Forrester Research finds CMOs are far less dour about Q4 than they were last year , Audioboom celebrates breaking one billion advertising impressions , and Tenderfoot TV acquires production company Resonate , the company behind the hit podcast Up and Vanished.
Wed, November 01, 2023
Top September Podcast Advertisers, BBC Podcast Growth, Keeping Your Feed Fresh
Here's what you need to know for today in the business of podcasting: BetterHelp And Amazon Lead Monthly Ranking Of Top Podcast Advertisers. [ Source ]Radio beats TV: Audacy describes an audio blueprint for advertisers by Brad Hill [ Source ]BBC Sounds Quarter 3 2023 [ Source ]How podcast networks use existing feeds to improve engagement and discoverability for new shows by Sara Guaglione [ Source ]…as for the rest of the news: AdvertiseCast has published their average cost-per-thousand impressions for a sixty second podcast ad in October , and MarketingBrew covers the various Halloweeny activities advertisers got up to last month.
Wed, November 01, 2023
Brands in Audio - A New Platform for Branded Podcasts
How big is the branded audio space? What’s the best way to find the top production companies, the brands they represent, and what categories are gaining the most traction in the branded podcast space? Brands in Audio. Written by Bryan Barletta Edited by Tom Webster Audio edited by Gavin Gaddis Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, October 31, 2023
GenZ Brand Recognition, Monitoring Apple Podcast Analytics, Spotify's Audiobook Evolution
Here's what you need to know for today in the business of podcasting: Gen Zers can recognize brands based solely on ‘sonic memes,’ report says by Alyssa Meyers Are my podcast downloads declining because of iOS 17? by Dan Misener The Smartest Decision Spotify Has Made In Years by Eric Nuzum For all its gains, podcasting still in early catch-up (IAB part 2) by Brad Hill As for the rest of the news… Digiday covers why Cirque du Soleil is leaning into influencer marketing (including a branded podcast from JAR Audio), a new forecast predicts TV ad viewership could fall 24% by 2027 , and The New York Times’ Joy Robins appears on the Digiday podcast to discuss ad business, including the NYT returning to programmatic now that the industry has matured and given the company renewed confidence in the tools.
Mon, October 30, 2023
Amazon's Interactive Audio, Positive Holiday Shopping Indicators, 2024 Programmatic Strategies
Here's what you need to know for today in the business of podcasting: Amazon launches interactive audio ads on both ad-supported Amazon Music and Amazon Publisher Direct on Alexa in the U.S. [ Source ]Consumers are celebrating (and shopping for) the holidays like its 2019 by Alyssa Meyers [ Source ]Ad-tech firms and political agencies prepare for another year of spending heavily on CTV by Marty Swant [ Source ]The JAR Audio Podcast Landscape featuring Sounds Profitable Research by Roger Nairn and Laurissa Cebryk [ Source ]Digiday Programmatic Selling Strategies: Navigating identity, deals and making the most of CTV and video [ Source ]
Fri, October 27, 2023
Podcasting's Brand Safety Boom, Netflix Frequency Drop, Wondery Podcasts on CTV
Here's what you need to know for this week in the business of podcasting: Less is More: ARM’s Podcast Ad Break Study Brand Safety, Programmatic Growth, and DAI Dominance in IAB Report Wondery Podcasts to Air on CTV Channels Netflix Lightens Ad Load Quick Hits: How Branded Podcasts Might Be One Key To New Listeners by Tom Webster . The potential reach for podcasts about favorite brands is about 106 million Americans 18+, according to The Power of Brands in Podcasts: A Podcast Landscape Study. Good Tape, Issue 1 now available . The first issue of a new print industry magazine featuring journalism and cultural criticism of podcasting is now available for order. Readers of The Download can get 10% off with promo code SP10. Archives to Earbuds: Podcasts for Cultural Institutions. This coming Monday, Jessica Alpert of Rococo Punch will moderate a panel of experts, hosted by The Podcast Academy and presented by the Leo Baeck Institute. Here’s how our top podcasts of the year get listeners to stay by Karen Burgess . Pacific Content takes a look at five branded podcasts that successfully use storytelling to not just perform well as branded content, but as podcasts in general. McDonald’s jingle, 20 years later by Alyssa Meyers . A history of the fast food jingle that’s still going strong two decades later, showing the power of well-curated sonic branding. YouTube Culture & Trends Report 2023 . 55% of respondents watch content that no one else they know watches, indic
Thu, October 26, 2023
Podcast Ad Frequency Study, YouTube Trend Data, IAB Podcast Revenue Report, & more.
Here's what you need to know for today in the business of podcasting: What is the Optimal Number of Ads in an Audio Ad Break? by Lisa Prentis JacobsU.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies, and Tactics for GrowthYouTube Culture & Trends Report 2023…as for the rest of the news: -AdExchanger shares what they overheard at the Prebid Summit , MarketingBrew shares what they overheard at Advertising Week , and Maria Novikova shares her top ten podcasts to stay abreast of news in adtech and marketing tech.
Wed, October 25, 2023
Sports Podcast Branding Potential, Phones Dominate Shopping, Spotify's Podcast Strategy
Here's what you need to know for today in the business of podcasting: Mobile phones are the most popular devices used to shop, report says by Alyssa Meyers How brands can engage with the next generation of sports fans by Alyssa Meyers In pursuit of profit, Spotify looks to AI rather than original content for its podcasting future by Ariel Shapiro Sound To Screen: How To Shoot Video That Doesn’t Suck by Steven Goldstein …as for the rest of the news… next Monday Jessica Alpert of Roccoco Punch is moderating the webinar Archives to Earbuds: Podcasts for Cultural Institutions , and Signal Hill Insights’ Jeff Vidler discusses takeaways from the newest Sounds Profitable study The Power of Brands in Podcasts.
Wed, October 25, 2023
How Branded Podcasts Might Be One Key To New Listeners
This week, Tom Webster takes a look at Brand Fans, and how branded podcasts could actually grow the overall audience for podcasting. Written by Tom Webster Edited by Bryan Barletta Audio edited by Gavin Gaddis Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, October 24, 2023
Wondery CTV Play, DTC Brands on Programmatic Audio, Did Somebody Say McDonalds?
Here's what you need to know for today in the business of podcasting: Wondery launches three podcast FAST channels on Amazon Freevee by Sara Guaglione [ Source ]DTC Brands Experiment with Programmatic Podcast Ads but Find Mixed Results by Phoebe Bain [ Source ]Here’s how our top podcasts of the year get listeners to stay by Karen Burgess [ Source ]McDonald’s jingle, 20 years later by Alyssa Meyers [ Source ]As for the rest of the news… Spotify’s Q3 earnings show a surprise operating profit , and MarketingBrew gives 7 main takeaways on influencer marketing from Advertiser Week New York.
Mon, October 23, 2023
Apple’s Podcast Advertising Potential, Netflix's Ad Frequency, UK Podcast Upfront, & More
Here's what you need to know for today in the business of podcasting: Apple considers selling more podcast ads by Ashley Carman Netflix’s Answer To Subscriber Churn? Fewer Ads by Alyssa Boyle The 25-year-old media planner and the screenshot industrial complex by Brian Morrissey How major podcast players are moving ‘beyond’ audio formats by Ella Sagar CTV Ad Targeting Is Getting More Advanced – But Data Quality Is Not by Alyssa Boyle
Fri, October 20, 2023
YouTube's RSS Ingestion, New Branded Podcast Study, Antiquated Keyworld Blocking, & More.
Here's what you need to know for this week in the business of podcasting: The Power of Brands in Podcasts, A Podcast Landscape Study Spotify’s Dave Byrne on brand safety, suitability measures. Study: listener prefer relevant podcast ads, more forgiving than with music. YouTube RSS Integration and Advertising Quick Hits: Confused About Video? The Listeners Aren’t! by Tom Webster. While the question “what is a podcast” can lead to complicated responses from podcasters, respondents to The Podcast Landscape study are pretty confident in what qualifi es as a podcast . YouTube passes Netflix as top video source for teens by Kif Leswing. A long-running Piper Sandler study finds for the first time ever YouTube has passed Netflix as top video source for teens. Given the many podcasts Netflix has commissioned, one wonders how much teen traffic they’d regain if those podcasts were also available in the Netflix app. Brands are taking notice of Gen Alpha by Jasmine Sheena. Given existing legislation makes existing targeting methods difficult as the oldest Gen Alpha member is 13, brands are resorting to more creative projects to meet younger audiences where they’re at, which could include the rising popularity of Kids & Family podcasts. ARN takeover bid for SCA by Chris Pash. If successful, the acquisition bid would lead to Australia having two national media organizations with independent ownership of each other. Streaming-powered tools come to Spotify from PodNews. The new system will allow users to upload and monetize video podcasts on Spotify, access enhanced analytics reporting, and use a new clickable promo system to cross-promote an episode with other podca
Thu, October 19, 2023
Reframing YouTube Podcasting, CTV Measurement Needs Transparency, Millennials Love Podcasts, & More
Here's what you need to know for today in the business of podcasting: Confused About Video? The Listeners Aren’t! by Tom Webster Meet the Millennials Publishers pitch their methods for growing and engaging audiences to marketers by Sara Guaglione TV Measurement Is Transforming – But Buyers Need More Transparency by Alyssa Boyle …as for the rest of the news: As for the rest of the news… writer Will Page expresses concern that many authors still don’t know how Spotify’s royalty structure works for audiobooks , and Edison Research’s Share of Ear for in-car listening shows AM/FM radio consumption drops 21 percentage points for respondents whose primary vehicle has Apple CarPlay or Android Auto .
Wed, October 18, 2023
Keyword Blocklist Danger, Spotify’s Brand Safety Play, ARN Aims for SCA, & More
Here's what you need to know for today in the business of podcasting: Streaming-Powered Tools Coming to Spotify [ Source ]ARN takeover bid for SCA by Chris Pash [ Source ]Dave Byrne on Spotify’s “Sensitive Topics” Tech [ Source ]Why publishers are the new brand ambassadors by Kayleigh Barber [ Source ]…as for the rest of the news: a new AdExchanger Talks episode pleads with brands not to add terms like ‘Israel’ and ‘Hamas’ to keyword blocklists , and a new 30 second Allstate ad stresses ‘there’s a podcast about that. ’ According to Magellan AI data, Allstate’s current estimated podcast ad spend for the year is a hair over $61,000 as of the end of September.
Wed, October 18, 2023
Confused About Video? The Listeners Aren’t!
While the podcast industry frequently debates what qualifies ‘a podcast’, data from The Podcast Landscape shows podcast listeners have a pretty consistent idea. Tom Webster breaks down that data and what it can mean for YouTube as the biggest place for podcast discovery. Written by Tom Webster Edited by Bryan Barletta Audio edited by Gavin Gaddis Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, October 17, 2023
YouTube's Podcast Ad Policy, B2B's Marketing Bloom, Publishers Mislabeled as MFA
Here's what you need to know for today in the business of podcasting:YouTube Podcasts in the UK and The Youtube Advertising Conundrum by Adam Bowie [ Source ]Some Black-owned publications push back on MFA reform amid declining traffic by Kayleigh Barber and Sara Guaglione [ Source ]Why the time is now for agencies to establish a B2B arm by Jason Pollock [ Source ]…as for the rest of the news: YouTube launches new AI-powered tool to target popular videos related to specific cultural moments , and a new Crowd React Media study finds 63% of sports audiences engage with radio and/or podcasts .
Mon, October 16, 2023
YouTube Passes Netflix w. Teens, Targeting Gen Alpha, Public Media's Future, & More
Audio ads can be effective, but only if they’re not disruptive: report. By Alyssa Meyers [ Source ]“Without margin, there is no mission” by Ariel Shapiro [ Source ] What does the narrowing range of streaming service CPMs mean for advertisers? By Paul Verna [ Source ]YouTube passes Netflix as top video source for teens by Kif Leswing [ Source ]Brands are taking notice of Gen Alpha by Jasmine Sheena [ Source ]
Fri, October 13, 2023
Canada's Podcasting Registration, Latino Podcast Listener Data, Reinforcing Download Metric, & More
Here's what you need to know for this week in the business of podcasting: Joint Statement on the Continued Integrity of the Download Metric How Spreaker Detects Outliers The Latino Podcast Listener Report 2023 Breaking down Canada’s new podcast platform registration form. Quick Hits: Nearly Half of Data Use for Ad Targeting is Wrong by Jack Neff. A reminder to those in the podcast space to work with partners that are meticulous in both their accuracy and purging what they find to be inaccurate. TV and film producers prepare for potential post-strike production logjam by Tim Peterson . A predicament that could lead to more new productions being piloted as podcasts while they wait for the post-strike traffic jam to clear. Advertisers will spend $84 billion on ad fraud this year: report by Ryan Barwick. Problems like this exist in all mediums, but podcasting has an opportunity to collectively prioritize high-quality, vetted advertising inventory. Podchaser Brings Radio’s Relied-On Airchecks feature into 21st Century for Podcast Advertisers . Airchecks, adapted from the radio measurement standard, allow for podcast planning and campaign management in Podchaser. Audio Ad Data Breakthrough: Sonnant & Podder Merge Content Signals + Audience Demographics. The two companies have partnered to combine Sonnant’s content data with Podder’s demographic analytics.
Thu, October 12, 2023
Download Metric Integrity, Speaker's Outlier Algorithm, Airchecks in Podcasting, & More
Here's what you need to know for today in the business of podcasting: Joint Statement on the Continued Integrity of the Download Metric by Bryan Barletta Keep Calm and Detect Outliers The bots have come for podcasts by Max Tani Ad-free viewing is getting more expensive by Kelsey Sutton As for the rest of the news… the IAB has released a podcasting buyer-seller checklist , Marketing Architects CEO Angela Voss breaks down why CTV isn’t working for performance marketers , and to round this out we have a double-dose of verification: both Podchaser and Magellan AI have implemented the radio measurement staple of airchecks into podcasting, highlighting the increased demand for verification in the industry.
Wed, October 11, 2023
Postal Match Issues, HGTV Stars Launch Podcast Network, Improving Hispanic Targeting, & More.
Here's what you need to know for today in the business of podcasting: Nearly Half the Data Used for Ad Targeting is Wrong by Jack Neff Hispanic Audience Measurement Requires Nuance. We’re Still Using Blunt Instruments by Hana Yoo TV and film producers prepare for potential post-strike production logjam by Tim Peterson …as for the rest of the news: Signal Hill Insights Paul Riismandel shows how one can measure streaming audio alongside podcasts , Acast’s Megan Davis writes about the company embracing women podcasters in Saudi Arabia , superstar HGTV couple Chip and Joanna Gaines are launching a podcast network in partnership with Warner Bros. Discovery’s The Roost , Digiday Research collects their CMO Strategies in one place , and MarketingBrew looks at the modern evolution of the marketing jingle: custom TikTok audios.
Tue, October 10, 2023
Latino Listener Report, Canadian Podcast Registration, Spreaker's PodUptime, & More
Here's what you need to know for today in the business of podcasting. The Latino Podcast Listener Report 2023 Advertisers will spend $84 billion on ad fraud this year: report by Ryan Barwick Hot Pod: Breaking down Canada’s new podcast platform registration form Measurement issues still plague the business, but agencies hope their solutions help marketers by Antoinette Siu and Marty Swant As for the rest of the news… YouTube has launched podcast functionality for YouTube Music in the UK , Rooster Teeth is pivoting video focus from YouTube as their self-hosted videos show 5-10x the ad revenue, Spreaker is building a site to provide up-time monitoring of podcast hosts and tracking prefixes in real time, Audible is named Company of the Year at the Signal Awards ,
Fri, October 06, 2023
Keyword Buying in Video, Authentic Hispanic Audio Campaigns, YouTube's Podcasting Potential & More
Here's what you need to know for this week in the business of podcasting: Dentsu, GumGum, Iris.tv build video keyword targeting capability Advertising Campaigns for Hispanic Audiences Outside October Acast and Henkel . Adweek. YouTube’s Current (and Potential Future) Place in Podcasting Quick Hits: Why Branded Content Could Be Bigger Than You Think by Tom Webster . In this week’s Sounds Profitable newsletter, Tom takes a look at the potential for brands and podcasts, and how data shows they have even more room to grow. The Power of Brands in Podcasts to debut October 18th . The free webinar debuting Sounds Profitable’s latest study, looking into the listeners of branded content and how to engage them, will be at 2:00 p.m. Eastern Standard Time on Wednesday, October 18th. Registration is available now. Why Now is a Great Time to Make Money With a Podcast by Robert Tuchman . Coverage of a panel with representatives from Hubspot, Quill, Amaze Media Labs, Conde Nast, and Adalyst Media. Amazon Music launches Podcast Previews in several global markets by Reem Makari . The Podcast Preview program, a podcast discoverability tool that displays hand-selected podcast clips to news listeners based on contextual data, is now available outside the US. Why Spotify is Growing its Connected TV Ad Business by Parker Herren . Spotify has partnered with Roku, the first step in establishing the Spotify CTV Partner Network to serve audio ads in the Spotify app available on smart TVs. <a href="https://soundsprofi
Thu, October 05, 2023
Amazon Audio DSP Goes UK, Social Referrals Down for News ,Branded Podcast Study, & More
Here's what you need to know for today in the business of podcasting: Why Branded Content Could Be Bigger Than You Think by Tom Webster With New Ads Targeting Black And Latino Voters, Biden Campaign Sees Radio As 'Trusted Messengers.' Podcast ads on Amazon DSP will now offer Amazon Audiences to self-service advertisers in the UK Social media traffic to top news sites craters by Sara Fischer …as for the rest of the news: the Google antitrust case heats up as the DoJ accuses them of illegally increasing prices, and Digiday covers DTC marketer’s reinvestment in Meta and Google after Apple’s AppTrackingTransparency crackdown.
Wed, October 04, 2023
Spotify + Audiobooks, AdvertiseCast's CPM Increase, Veritonic Holiday Ad Study, & More.
Here's what you need to know for today in the business of podcasting: Brands Are Slowly Going Always-On With Hispanic Audiences by Catherine Perloff https://www-adweek-com.cdn.ampproject.org/c/s/www.adweek.com/media/brands-always-on-hispanic-audiences/amp/Rising podcast ad rates break 3-month trend in September by Brad Hill https://rainnews.com/advertisecast-podcast-ad-rates-september-2023/Acast and Henkel Celebrate Conversations about Hispanic Hair Care in Podcast Advertising Campaign https://soundsprofitable.com/press-release/acast-and-henkel-celebrate-conversations-about-hispanic-hair-care-in-podcast-advertising-campaign/Spotify Subscription Audiobooks by Ben Thompson https://newsletters.feedbinusercontent.com/ed5/ed52a4f4c1b19038d15e614edcd5abf7da805d78.htmlGive Your Brand the Gift of Reach and ROI this Holiday Season https://20817577.fs1.hubspotusercontent-na1.net/hubfs/20817577/Confidential_Veritonic_2023_Holiday_Infographic_Final.pdf
Wed, October 04, 2023
Why Branded Content Could Be Bigger Than You Think
Tom Webster takes a look at the potential for brands and podcasts, and how data shows they have even more room to grow. Written by Tom Webster Edited by Bryan Barletta Audio edited by Gavin Gaddis Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, October 03, 2023
Podcasts in Classrooms, Gen Z Adults Embrace Audio, ADL Search Ad Investigation, & More.
Here's what you need to know for today in the business of podcasting:Streaming video, music among Gen Z’s most popular media activities by Sara Lebow https://www.insiderintelligence.com/content/streaming-video-music-among-gen-z-s-most-popular-media-activitiesFree Podcast Program Coming to Classrooms with TinkerClass. http://tinkercast.com/press-release/Profiting from Hate: Platforms’ Ad Placement Problem https://www.adl.org/resources/blog/profiting-hate-platforms-ad-placement-problemWNYC Parent to Cut 12% of Work Force by Benjamin Mullin https://www.nytimes.com/2023/09/26/business/media/new-york-public-radio-job-cuts-wnyc.html
Mon, October 02, 2023
Dentsu's Keyword Buying, Spotify's CTV Play, Amazon Podcast Previews Go Global, & More
Here's what you need to know for today in the business of podcasting: DENTSU BRINGS KEYWORD BUYING TO CONNECTED TV TO IMPROVE BRAND SAFETY AND TARGETING by Jack Neff https://adage.com/article/media/dentsu-brings-keyword-buying-connected-tv-improve-brand-safety-and-targeting/2519186 Amazon Music launches Podcast Previews in several global markets by Reem Makari https://www.podpod.com/article/1839177/amazon-music-launches-podcast-previews-several-global-markets ACA study reveals the three factors driving the best returns in advertising https://www.adnews.com.au/news/aca-study-reveals-the-three-factors-driving-the-best-returns-in-advertising/type/yafNewsYouTube and Podcasts by Adam Bowie https://www.adambowie.com/blog/2023/09/youtube-and-podcasts/Why Spotify is Growing its Connected TV Ad Business by Parker Herren https://adage.com/article/media/why-spotify-growing-its-connected-tv-ad-business/2519016 As for the rest of the news… Steve Pratt’s newsletter series interviewing Tom Webster focuses on defining your podcast’s audience , Hot Pod interviewed two people fluent in Spanish to review Spotify’s voice AI translations pilot program, and MarketingBrew looks at how to create an effective affiliate marketing campaign for this holiday season.
Fri, September 29, 2023
Spotify's AI Translator, New Apple Podcasts, SXSW x Podcasting, & More
Here's what you need to know for this week in the business of podcasting:Apple Podcasts Updates with iOS17 https://www.apple.com/newsroom/2023/09/over-100-new-podcasts-from-top-apps-and-services-launch-on-apple-podcasts/Spotify Announces Voice Translation https://newsroom.spotify.com/2023-09-25/ai-voice-translation-pilot-lex-fridman-dax-shepard-steven-bartlett/Hispanic Audiences Love Audio, But Spanish Less of a Factor https://www.insideaudiomarketing.com/post/hispanics-remain-big-audio-users-but-nielsen-says-language-is-less-a-factor-than-in-the-pastGetting “Dabblers” to Embrace Podcasting https://www.insideaudiomarketing.com/post/hispanics-remain-big-audio-users-but-nielsen-says-language-is-less-a-factor-than-in-the-pastQuick Hits: SXSW x Podcasting by Bryan Barletta . Bryan announces the Sounds Profitable Business of Podcasting event on March 9th, 2023, inside SXSW. Tell Me a Story: What Podcast Format Works Best for Brands? By Annalise Nielsen . Pacific Content and Signal Hill Insights team up to examine what kinds of branded content have the best impact. Spoiler alert: edited narratives cause more brand lift than unedited chat-casts. How the industry can support Queer podcasting by Reem Makari . PodPod offers an extensive look into how the industry can meaningfully support queer podcasting. Realm Acquires Lipstick & Vinyl Podcast Network . The acquisition joins Realm’s 6,000+ hours of content with Lipstick & Vinyl’s slate of popular unscripted podcasts targeting women in the 20s and 30s. AdLarge Partners With Barometer to Uphold Brand Safety & Suitability . The partnership will enable AdLarge to monitor their podcast portfolio with Barometer’s AI-powered brand safety and suitability platform. Google Podcasts to shut down in 2024 with listeners migrated to YouTube Music by Sarah Perez. Next year Google Podcasts will join Stitcher in the big podcast app farm in the sky as it’s retired to incorporate all Google audio services into YouTube Music.
Thu, September 28, 2023
Brand Lift for Influencer ROI, International Podcast Day, Adlarge Partners w/ Barometer
Here's what you need to know for today in the business of podcasting: Influencer agency adopts brand lift metrics across campaigns to address measurement challenges by Antoinette Siu https://digiday.com/media-buying/influencer-agency-adopts-brand-lift-metrics-across-campaigns-to-address-measurement-challenges/Everything In Store for Podcast Listeners and Creators This International Podcast Day https://newsroom.spotify.com/2023-09-28/international-podcast-day-transcripts-chapters-show-pages-global/AdLarge Partners With Barometer to Uphold Brand Safety & Suitability https://soundsprofitable.com/press-release/adlarge-partners-with-barometer-to-uphold-brand-safety-suitability/
Wed, September 27, 2023
Audio Attention Outperforms, Sunsetting Google Podcasts, CTV Lifts Programmatic, & More.
Here's what you need to know for today in the business of podcasting: How attention metrics is tuning into audio investments by Michael Bürgi https://digiday.com/media-buying/how-attention-metrics-is-tuning-into-audio-investmentsGoogle Podcasts to shut down in 2024 with listeners migrated to YouTube Music by Sarah Perez https://techcrunch.com/2023/09/26/google-podcasts-to-shut-down-in-2024-with-listeners-migrated-to-youtube-music/Helping More Podcast Listeners Get the Podcast Habit by Jeff Vidler https://signalhillinsights.com/helping-more-podcast-listeners-get-the-podcast-habit/YouTube is axing its ad-free Premium Lite subscription plan by Antonio G. Di Benedetto https://www.theverge.com/2023/9/25/23889917/youtube-premium-lite-subscription-discontinued-retired As for the rest of the news… PodPod offers an extensive look into how the industry can meaningfully support queer podcasting , and new eMarketer growth shows that despite cooling growth, connected TV is lifting the programmatic market.
Wed, September 27, 2023
SXSW x Podcasting
Pack your bags, because the Business of Podcasting takes center stage this year at SXSW.Credits: Written by Bryan Barletta Edited by Tom Webster Audio edited by Gavin Gaddis Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, September 26, 2023
Apple's Apps to Podcasts, Streaming Spending Down 25%, Branded Narrative Has More Lift, & More
Here's what you need to know for today in the business of podcasting: Over 100 new podcasts from top apps and services launch on Apple Podcasts: https://www.apple.com/newsroom/2023/09/over-100-new-podcasts-from-top-apps-and-services-launch-on-apple-podcasts/Hispanics Remain Big Audio Users, But Nielsen Says Language Is Less A Factor Than In The Past. https://www.insideaudiomarketing.com/post/hispanics-remain-big-audio-users-but-nielsen-says-language-is-less-a-factor-than-in-the-pastTell Me a Story: What Podcast Format Works Best for Brands? By Annalise Nielsen. https://blog.pacific-content.com/tell-me-a-story-what-podcast-format-works-best-for-brands-a92ec2f0ee23Household spending on streaming is going down by Kelsey Sutton https://www.marketingbrew.com/stories/2023/09/21/household-spending-on-streaming-is-going-downAs for the rest of the news… we’ve got a double serving of Spotify for you today. First: AdWeek covers how a Spotify campaign in Mexico is leveraging Gen Z’s sudden love of corridos , and Spotify has a few more details about their AI voice translation pilot program .
Mon, September 25, 2023
Spotify's Voice AI, Ads on Prime Video, Behind the Minimum Guarantee Numbers & More
Here's what you need to know for today in the business of podcasting: Spotify Announces Voice Translation: https://twitter.com/eldsjal/status/1706325294481576006 Podcast Executives Say the Industry Has a Fraud Problem by Ashley Carman: https://www.bloomberg.com/news/newsletters/2023-09-22/podcast-executives-say-the-industry-has-a-fraud-problem Making the case for investing in audio ads in 2024 by Alexandra Samet: https://www.insiderintelligence.com/content/making-case-investing-audio-ads-2024 Hollywood isn’t letting go of audio any time soon by Amrita Khalid: https://newsletters.feedbinusercontent.com/ae8/ae8dee115349ff41d836ba70ea6e793576c63a5b.html Amazon is sticking ads in Prime Video shows and movies unless you pay more by Jess Weatherbed: https://www.theverge.com/2023/9/22/23885242/amazon-prime-tv-movies-streaming-ads-subscription-date As for the rest of the news… Audacia Audio’s Kym Treasure breaks down why audio should be in your multi-channel marketing strategy , Adweek finds Americans don’t like advertisers using AI marketing on them unless it comes with a price discount , Edison Research has published their chart of the top 25 UK podcasts , and takeaways from Digiday’s Publishing Summit focusing on attention metrics, engagement, and the importance of proving advertiser’s return on investment .
Fri, September 22, 2023
Ad Spend Recovery, Audio Could Overtake TV Reach, FTC: Keep it Clear with Kids, & More
Here's what you need to know from this week in the business of podcasting: Pierre Bouvard: AM/FM Radio and Podcasts Could Recapture Lost TV Reach Digital Ad Spend Showing Promising Recovery After Recession Fears FTC Warns Against “Blurred Advertising” When Marketing to Kids CDC Reframes Flu Narrative Using Digital Display and Audio Campaign
Thu, September 21, 2023
Audio Flu Shots, TV Industry Certifies Nielsen Competitors, Podcasting's 3 Eras, & More
Here's what you need to know for today in the business of podcasting: The CDC Uses Digital Advertising To Reframe The Narrative Around Flu Vaccines by Hana Yoo The Three Eras Of Podcasting by Steve Goldstein The Joint Industry Committee Forges Ahead With Currency Certification by Alyssa Boyle Prize draws and 'over-sampling': How researchers are hunting media's missing audiences by Ella Sagar
Wed, September 20, 2023
FTC Defines Blurred Advertising, Spotify on Apple, Sony Downsizes Podcasting, & More
Here's what you need to know for today in the business of podcasting: FTC recommends brands avoid “blurred advertising” when marketing to kids by Ryan Barwick Apple’s expanding ad ambitions: A closer look at its journey toward a comprehensive ad tech stack by Ronan Shields and Seb Joseph Holding Apple Accountable: The Future of the Internet Economy Depends On It by Dustee Jenkins Google Antitrust Trial: Ad Targets Tweaked to Meet Revenue Targets, Exec Says By Leah Nylen
Wed, September 20, 2023
I’m Not Exactly Sure What You Do
Tom reflects on the many people who would gladly listen to podcasts, if we could tell them exactly what podcasts actually are. A podcasting Got Milk moment.Credits: Written by Bryan Barletta Edited by Tom Webster Audio edited by Gavin Gaddis Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, September 19, 2023
Digital Ad Spend Recovering, Pivot to Pivot to Video, '24 to Break Political Ad Records, & More
Digital Ad Spend Showing Promising Recovery from Recession Fears.[ Digiday Source ] [ Digiday Podcast ] [ AdExchanger Source ] [ Adweek Source ]IAB launches foundational industry training programs[ Source ]2024 will see the highest political ad spend of all time: report by Jasmine Sheena[ Source ]The State of Video Monetization Report[ Source ]…as for the rest of the news: SXM Media CEO Jennifer Witz teased the upcoming revitalized version of the SXM app during an investor conference, and AdWeek breaks down why it’s difficult for SSPs to filter out made-for-advertising content.
Mon, September 18, 2023
Audio Outgrows Adspend, Recapturing TV’s Reach with Podcasts, NASA en Español
Here's what you need to know for today in the business of podcasting: AM/FM Radio And Podcasts Can Recapture Lost TV Reach Due To Writers/Actors Strike As 22% Of The Heavy Linear TV Audience Say They Will Watch Less TV This Fall by Pierre Bouvard This Is Not My Beautiful Host Read Ad. How Did I Get Here? By Paul Riismandel. Substack writers are launching podcasts on the platform to ease reliance on ad revenue by Sara Guaglione NASA to release first full season of Spanish-language podcast by Reem Makari As for the rest of the news… Steve Pratt talks to Tom Webster about why you don’t deserve an audience , Nairobi News reports the top podcasts in Kenya according to Spotify data , and eMarketer data shows that despite reaching 11% of US adult daily media time, only 4.9% of US ad spend is forecasted to go to audio.
Fri, September 15, 2023
A Holistic Approach to Podcasting | Feed Drop
Bryan Barletta joins E.B. Moss in this episode of Insider Interviews, also featuring Paul Riismandel from Signal Hill Insights and Ken Lagana from Audacy, about taking a holistic approach to the business of podcasting and what it takes to approach podcasting as a unique medium and leverage all aspects of it to drive growth.Visit the Insider Interviews website for more on this episode: https://insiderinterviews.blubrry.net/2023/09/06/a-holistic-approach-to-podcasting/ Read about it on theCustomer: https://thecustomer.net/why-a-holistic-approach-to-podcasting-drives-listener-engagement-and-brand-value/
Fri, September 15, 2023
Claritas Acquires ArtsAI, Audible's Into the Buffyverse, Google's Antitrust Case, & More
Here's what you need to know from this week in the business of podcasting. Over half of business owners are daily podcast listeners, study shows by Reem Makari How Claritas Aims to Bring Google and Meta AI Marketing Capabilities to Other Forms of Media by Jack Neff Audible to produce Buffy the Vampire Slayer spinoff podcast with original cast, Kc Wayland directing. An advertiser’s guide to the Justice Department’s case against Google’s search empire by Ronan Shields Quick Hits: Ad-technical Difficulties by Bryan Barletta . To celebrate three years of Sounds Profitable, Bryan has a slice of humble pie and discusses ways podcasting needs to improve to meet buyers where they want to be. Coleman Insights launches AscendFM brand lift service . AscendFM will track and prove the effectiveness of radio, podcasting, and streaming audio advertisement campaigns. Bear Grylls and Coyote Peterson Announce New Show “Circumnavigate” with Backyard Ventures to Handle Sales . The new show, sponsored by Outdoors.com, will feature the two survivalists “virtually traveling the globe” to interview adventurers and athletes. First Cannabis Ads Coming Soon to Spotify by Thomas Edward . Cresco Labs Inc., a Chicago-based marijuana company, is investing 15% of their marketing budget into Spotify podcast ads geo-targeted to Illinois. California bill would crack down on data brokers by Ryan Barwick. A breakdown of what the upcoming Delete Act could mean for data brokers in California. <a href="https://www.insiderintelligence.com/content/influencer-spend-growing-faster-than-
Thu, September 14, 2023
Buffy's Podcast Stake, Inclusive Leadership Makes More, APAC Marketers on Measurement & More
Here's what you need to know for today in the business of podcasting: Top ten popular podcasts consumed in affluent households by Brad Hill Original Buffy the Vampire Slayer stars returning for new Audible series about Spike by Sydney Bucksbaum Inclusion as Innovation: How These Marketing Leaders Stay Ahead by Leaving No One Behind by Jason Notte Marketers prioritise measurement but aren't evaluating key metrics How Brands Can Learn To Stop Worrying About Brand Safety And Love The News by Allison Schiff …as for the rest of the news: Bryan Barletta celebrates three years of Sounds Profitable with a slice of humble pie and ideas to invigorate the industry’s relationship with buyers , Coleman Insights launches AscendFM brand lift service , Politics.co.uk writer James Hanson reflects on the growing popularity of political podcasts , Inside Audio Marketing looks at more data from the Nielsen Podcasting Today report , AdWeek covers why marketers are paying more attention to attention-tracking , and Insider data shows five industries that will increase digital ad spend faster than the national average .
Wed, September 13, 2023
Podcasts Command Attention, Influencer Spend Increasing, the DoJ's Case Against Google & More.
Here's what you need to know for today in the business of podcasting: Influencer Spending Forecast To Grow Double-Digits This Year by Inside Audio Marketing The Economist adds podcast subscription tier by Sara Fischer An advertiser’s guide to the Justice Department’s case against Google’s search empire by Ronan Shields Max Stays Minimal
Wed, September 13, 2023
Ad-technical Difficulties
This year we’re celebrating Sounds Profitable’s third anniversary with a nice slice of humble pie as we reflect on the current state of podcast adtech. Written by Bryan Barletta Edited by Gavin Gaddis Special Appearance by Theo Barletta Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, September 12, 2023
Claritas Converts ArtsAI, The Delete Act, Importance Of Social Search, & More
How Claritas Aims to Bring Google and Meta AI Marketing Capabilities to Other Forms of Media by Jack Neff NPR adjusts to revenue realities with flat budget projections for -23/24 by Brad Hill Marketers focus on search, discoverability as social media use evolves by Kristina Monllos Creators function like standalone media channels by Jasmine Enberg Here's What Buyers Really Thought About the 2023 Upfront by Bill Bradley …as for the rest of the news: BBC Sounds head of metadata and publishing management Emma Conneely shared tips and pitfalls to avoid when promoting a new podcast , studios are turning to influencers to promote content while struck celebrities can’t, and MarketingBrew explains what the Delete Act could mean for data brokers in California .
Mon, September 11, 2023
Influencer Spend Outpaces Social, Media Mix Problems, Business Owners Overindex as Listeners, & More
Essential news for today in the business of podcasting: Over half of business owners are daily podcast listeners, study shows by Reem Makari The Podcast You Want to Make Influencer spend is growing faster than social ad spend by Sara Lebow First Cannabis Ads Coming Soon to Spotify by Thomas Edward Why Facebook, Google And Amazon Are Embracing Media Mix Modeling by John McDermott YouTube is going to remove some ad controls for creators by Jay Peters …as for the rest of the news: Reuter’s CRO Eric Dantez appears on the Digiday Podcast to discuss political advertising and AI’s role in the company , Universal Music Group has reached a deal with French music streamer Deezer to pay high-traffic artists more per-stream , Digiday covered sports streamer DAZN’s cautious journey into programmatic advertising , and an agency expert shares 5 current ad trends to pay attention to .
Fri, September 08, 2023
SXM’s Brand Safety Play, ABC Audio Picks Advertisecast, Luminary Adds Ads w/Acast, & More.
Here's what you need to know for this week in the business of podcasting. Sirius XM, Barometer, ArtsAI Partner to Create Brand Safety and Suitability Tool. CPMs Plummet for Digital, Less so for Podcasts. Spotify Raising Audience Requirement for Ambassador Ads Parents are spending less on back-to-school shopping this year: report by Alyssa Meyers Nielsen Source Actually, We Love Ads by Tom Webster. Tom takes a look at a slide from The Podcast Landscape in America study and breaks down what it means for branded podcasts. Hint: It’s great news. PodPod and Campaign launch Audio Advertising Awards . The UK-based advertising awards will be taking submissions until their end of October deadline. Luminary partners with Acast to bring Luminary Original podcasts to wider audience . The deal will bring six former Luminary exclusives, including flagship celebrity chat show Under the Skin with Russell Brand, to public RSS feeds via Acast. ABC Audio Announces Exclusive Multi-Year Podcast Advertising Partnership with Libsyn’s AdvertiseCast . The deal aims to grow ABC Audio’s award-winning podcast portfolio, including Disney podcasts like the upcoming Frozen audio drama. ABF Creative: Your Child’s Succ
Thu, September 07, 2023
SXM Announces Brand Safety Tool, Podcast CPMs Hold Steadier Than Digital, & More
Here's what you need to know for today in the business of podcasting: Sirius XM Creates a Podcasting Brand Safety and Suitability Tool for Advertisers by Antoinette Siu When Data Misleads by Brian Morrissey YouTube is Experimenting With Longer but less Frequent Ad Breaks on TV by Emma Roth Digital CPMs Plummet, 2H Rebound Expected by Karlene Lukovitz AdvertiseCast Average Podcast CPMs Why Advertisers Aren’t Moving to Streaming TV as Quickly as Viewers by Parker Herren …as for the rest of the news: Nielsen is laying off 9% of its global workforce, The ANA and the 4As have released 11 new guidelines to promote investors working with diverse media companies, AdWeek covers a prediction the US ad industry will grow 5% this year, and Eric Nuzum pulls podcasting wisdom from The Bear ’s season two episode “Forks.”
Wed, September 06, 2023
Back to School Opportunities, Podcasts at 7% Share of Eare in Cars, & More
Here's what you need to know for today in the business of podcasting: First-Ever Auto Brand “Share Of Ear” Reveals Listening Among Car Owners By Pierre Bouvard Spotify to Cut Back Promotional Spending on White Noise Podcasts by Ashley Carman Parents are spending less on back-to-school shopping this year: report by Alyssa Meyers Why Some Content Distributors Have Too Many Ads by Alyssa Boyle Programmatic CTV Still Has A Lot Of Growing Up To Do by Alyssa Boyle And for the rest of the news… Spotify’s Rak Patel pitches why brands need to be thinking about digital audio advertising , ad spend is returning to levels seen in the 2010s now that recession fears are alleviating, and a MarketingBrew breakdown of “ everything advertisers should know ” about CTV.
Wed, September 06, 2023
Actually, We Love Ads
Tom Webster presents data from The Podcast Landscape that reinforces the value of (good) branded podcasts and what they could accomplish. Written by Tom Webster Edited by Gavin Gaddis Audio editing and Narration by Gavin Gaddis Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, September 05, 2023
New Research on Causes of Podcast Churn, Nielsen's Podcasting Today Report & More
Here's what you need to know for today in the business of podcasting. Lapsed listening and podcast churn are due to time constraints by Amrita Khalid Podcasting Today- Audience Insights from Nielsen and Edison Research Publisher Adoption for New Video Ad Specs Lags 6 Months After Introduction by Catherine Perloff & Mark Stenberg As Disney Loses More Streaming Subs, It Bets On Advertising by Alyssa Boyle PodPod and Campaign launch Audio Advertising Awards
Fri, September 01, 2023
Podcast Ad Spend Up 5% YoY, Branded Kids' Podcasts Prove Popular, & More
Essential news from this week in the business of podcasting. Word of mouth is still the best podcast promotion tool, study shows by Reem Makari Frozen's Story Will Continue In a New Podcast Audible partners with Nickelodeon to launch Are You Afraid of the Dark? companion podcast Wondery, Dr. Seuss Enterprises Ink Deal for Slate of Original Kids Podcasts PBS Kids Expands Podcasting Slate With Launch of ‘Jamming on the Job’ Featuring 123 Andrés TV’s Nielsen complaints get louder Nearly 3 out in 10 U.S. Households Cancel Streaming Platforms to Save Money And for Quick Hits: The Podcast You Want To Make by Tom Webster. After talking to many Podcast Movement attendees about how to grow their audience, Tom asks a hard question - should you make the podcast you want to make? 45% Of U.S., U.K. Advertisers Have Used Same Ad Approach For Past 5 Years by Laurie Sullivan. In addition to the finding in the headline, 32% of advertisers surveyed say they plan to continue using outdated strategies. 2024 global ad spend will surpass $1 trillion: report by Jasmine Sheena. A new report from marketing research firm WARC predicts spend will increase 8.2% next year and will reach $963 billion by the end of 2023. July 2023: Top spenders, movers and shakers in podcast advertising . The newest Magellan AI
Thu, August 31, 2023
Word-of-mouth Still Best Podcast Promotion Tool, Ad Spend Continues to Grow, & More
Here's what you need to know for today in the business of podcasting: Word of mouth is still the best podcast promotion tool, study shows by Reem Makari New podcast studies showing growth in ad spend, listeners suggest the bubble hasn’t burst by Sara Guaglione PBS Kids Expands Podcasting Slate With Launch of ‘Jamming on the Job’ Featuring 123 Andrés by Abbey White…as for the rest of the news: the Washington Post covers the utility of podcasts as background noise for listeners with ADHD, MarketingBrew covers a WARC report saying global ad spend will exceed $1 trillion in 2024, MediaPost covers a study showing 45% of advertisers in the US and UK haven’t changed their ad strategy in five years , and Adnews reports Q2 digital audio ad spend in Australia is up 14% year over year.
Wed, August 30, 2023
Podcasting's Top Spenders in July, CTV Buyers Want Program Data, & More
Here's what you need to know for today in the business of podcasting: July 2023: Top spenders, movers and shakers in podcast advertising Can the Benefits of Digital be a Rising Tide for All Audio? By Jeff Vidler CTV ad sellers are pushing more content-related signals into the programmatic bidstream by Tim Peterson TV’s Nielsen complaints get louder by John Ourand…as for the rest of the news: Five late-night talk show hosts have launched a Spotify podcast which will use all proceeds to pay staff of their respective shows who are affected by the WGA/SAG-AFTRA strike, Australians 10 and up are now listening to an average of 13 hour of commercial radio per week, and children’s financial literacy podcast Million Bazillion is launching an educational live show visiting middle schools across the US.
Wed, August 30, 2023
The Podcast You Want To Make
After talking to so many Podcast Movement attendees last week about how to grow their audience, Tom Webster asks a hard question - should you make the podcast you want to make? Written by Tom Webster Edited by Bryan Barletta Audio editing by Gavin Gaddis Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, August 29, 2023
Time Spent With Podcasts Quadruples Since 2017, Dr. Seuss Coming to Wondery+, & More
Here's what you need to know for today in the business of podcasting: “Share Of Ear” Q2 2023: Podcasts And AM/FM Radio Represent The Vast Majority Of Time On The “U.S. Ad-Supported Audio Clock,” Podcast Growth Surge Continues, And Spotify’s Usage Growth Does Not Benefit Advertisers by Pierre Bouvard Wondery, Dr. Seuss Enterprises Ink Deal for Slate of Original Kids Podcasts by Abbey White Streaming’s big pain point: there’s too much stuff to watch by Kelsey Sutton The Podcast Landscape Webinar with Tom Webster (August 30th, 3:00pm EST)
Mon, August 28, 2023
29% of US Households Cancel Video Streamers, New Nickelodeon Audio Drama, & More.
Here's what you need to know for today in the business of podcasting. As streaming wars heat up, nearly three in 10 US internet households are canceling services to save money by Jeremy Goldman Audible partners with Nickelodeon to launch Are You Afraid of the Dark? companion podcast by Reem Makari The Floor Plan A Jolly Holiday For Retailers Previously Anticipating Q4 Recession by Corinne Casagrande And for the rest of the news… ARN’s CEO speaks to the network’s digital audio success and importance of regional content, Digiday takes a look at what Q4 will look like for video ad inventory that didn’t sell during this year’s upfronts, eMarketer says attention metrics are the ‘next frontier’ for digital ad measurement, and publisher CROs tell Digiday auto, travel, and luxury advertisers are at the forefront of an ad revenue rebound this year.
Fri, August 25, 2023
Updates Coming for Apple and Spotify, Podcast Ad Consideration Up, & More
Here's what you need to know this week in the business of podcasting: Three updates to Apple Podcasts Advertiser Perceptions: Podcast Advertising Consideration and Spending Intention Grow to Nine-Year High Among Agencies and Marketers Older Adults Make Up Just 4% Of People Featured In Ads Changes coming to Spotify for Podcasters And in Quick Hits: Exclusive: SXM Media partners with The Trade Desk and HUMAN by Reem Makari. SXM Media will add support for third-party audibility measurement to programmatic campaigns bought through The Trade Desk. HUMAN, a fraud sensor network accredited by the Media Rating Council to detect invalid traffic, will be a traffic validation solution for Adwizz’s marketplace inventory. Triton Digital Announces YouTube Integration with Podcast Metrics . The new integration adds YouTube views of podcast episodes into the Triton Podcast Metrics dashboard, allowing publishers to keep track of both podcast downloads and YouTube performance. PodcastOne readies public offering in September by Brad Hill. The listing of PodcastOne is based on the valuation LiveOne received in February that gave PodcastOne a market range of $230 to $274 million. weekly insights 8.23.2023 on-demand audio passes linear audio . Edison Research has found that as of Q2 2023, on-demand audio makes up 50.3% of daily time consuming audio.
Thu, August 24, 2023
Embracing YouTube Podcasting, CTV's Path Through Maturity, & More
Here's what you need to know for today in the business of podcasting: Embracing YouTube: A Must for Today’s Podcasters by Steve Goldstein. Older Adults Make Up Just 4% Of People Featured In Ads by Karlene Lukovitz Legacy TV Faces Challenges: Maturing Streaming, Lack Of A Future Ad Vision by Wayne Friedman Adalytics Claps Back With Evidence Of Behaviorally Targeted Ads Served In Kids Content On YouTube by Allison Shiff
Wed, August 23, 2023
Updates to Spotify for Podcasters, PodcastOne to go public, & more
Here's what you need to know today in the business of podcasting. Changes coming to Spotify for Podcasters PodcastOne readies public offering in September by Brad Hill Product placements can drive searches and purchases, research finds by Kelsey Sutton Frozen's Story Will Continue In a New Podcast by James Whitbrook
Tue, August 22, 2023
Triton Digital Integrates YouTube, new Advertiser Perceptions study, & More
Here's what you need to know for today in the business of podcasting: Triton Digital Announces YouTube Integration with Podcast Metrics Westwood One - Advertiser Perceptions: Podcast Advertising Consideration and Spending Intention Grow to Nine-Year High Among Agencies and Marketers PodPod Exclusive: Nearly 90% of comedy podcast listeners have a parasocial relationship with their hosts. Stepping Into Barbie’s Heels: Is a Branded Content Renaissance Coming? by Sam Anderson
Mon, August 21, 2023
Apple Partners with Linkfire, SXM partners with The Trade Desk, & More
Here's what you need to know today in the business of podcasting. Three updates to Apple Podcasts Exclusive: SXM Media partners with The Trade Desk and HUMAN Barry Hott on Instagram Reels over-serving ads Spotify hits record number of users worldwide but struggles to monetize growth Former UTA Agent Launches Kids and Family Audio Company With Agency Backing And for the rest of the news… Variety covers a star-studded new podcast with ad sales handled by Gumball, publishers are seeing per-subscriber revenue increases amid ad revenue decline , and both Digiday and The New York Times covered allegations that YouTube’s adtech is serving ads specifically to children, in violation of the Child Online Privacy Protection Act.
Fri, August 18, 2023
Acast Partners with Podscribe, Amazon's building an SSP, & More
Stories covered this week in the business of podcasting: Acast Announces Podscribe as Global Preferred Attribution Partner. Shifting Share of Ear: A nine-year comparison of radio and podcasts by Brad Hill Mattress Firm's Branded Podcast Drives In-Store Sales with iHeartMedia by Catherine Perloff Amazon is quietly building a publisher-focused ad product team to grow its $37 billion ad business by Lauren Johnson Quick hits: Making a Podcast People Hate by Tom Webster - Using data from the upcoming Sounds Profitable study The Podcast Landscape in America, Tom demonstrates the power of making a podcast for a hyper-specific target audience. Descript Acquires SquadCast . Squadcast’s remote recording tech will be implemented in Descript to allow the service to offer podcast recording, editing, and publishing in one service. Previous Squadcast customers will be able to switch to Descript at no additional cost. Triton Digital Releases the July 2023 U.S. Podcast Ranker . Highlights include SXM Media at #1 in Top Seals Networks for July and NPR News Now retaining the top spot in podcast downloads. PodcastDb and Sonnant Partner to Create the First Ever Podcast Advertiser Directory . The directory will enable advertisers to find contextually-suitable podcast advertising opportunities.
Thu, August 17, 2023
Acast Partners with Podscribe, How Former Spotify Exclusives Perform, & More
Here's what you need to know for today in the business of podcasting: Acast Announces Podscribe as Global Preferred Attribution Partner. (Read more on the subject: In Defense of Third-Party Podcast Solutions .) What former Spotify exclusives ‘Armchair Expert’ and ‘Anything Goes’ can reveal about audiences by Amrita Khalid The FTC updated its endorsement guidelines for the first time since 2009—and some people have questions by Katie Hicks…as for the rest of the news: Edison Research’s Q2 edition of the podcast network ranker is here, and Australian broadcaster SCA’s revenue fell 3.7% but audio assets continue strong performance .
Wed, August 16, 2023
Why Podcasters Should Embrace Ad Measurement, New Acast US Leadership, & More
Here's what you need to know today in the business of podcasting. Why Podcasters and Publishers Should Lean into Ad Measurement by Paul Riismandel Acast Supercharges US Leadership This year’s upfronts deals, broken down by Kelsey Sutton
Wed, August 16, 2023
Making a Podcast People Hate
Tom Webster shows off data from the upcoming study The Podcast Landscape in America and discusses the power of focusing a podcast to a specific audience over generic broad-reaching topics. Written by Tom Webster Edited by Bryan Barletta Audio editing by Gavin Gaddis Assembled with Spooler.fm Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, August 15, 2023
Descript Acquires Squadcast, Australian Podcast Ad Revenue Up 64%, & More
Here's what you need to know from today in the business of podcasting: Descript Acquires SquadCast Top 15 podcast advertisers in Australia Google Repays Advertisers After Report of Low-Quality Ads by Garett Sloane Dentsu Reports Sequentially Lower Q2 Growth, Cites Tech And Financial Slowdowns by Joe Mandese…as for the rest of the news:And for the rest of the news… YouTube is revamping how linking off-site will work , and Brian Morrissey discusses the next wave of B2B media (which sounds like a perfect fit for podcasting).
Mon, August 14, 2023
Podcasts reach 10% share of ear, Amazon's building an SSP, & more.
Here's what you need to know today in the business of podcasting. Amazon is quietly building a publisher-focused ad product team to grow its $37 billion ad business Shifting Share of Ear: A nine-year comparison of radio and podcasts Mattress Firm's Branded Podcast Drives In-Store Sales with iHeartMedia And for the rest of the news… Audacy debuts new study The Rise of the Cross-Platform Listener . Digiday breaks down key differences between Gen Z and Gen Alpha for brands, and American Public Media and Audacy have terminated their partnership a year early.
Fri, August 11, 2023
Podcasting Q2 Earnings, Spotify x Patreon, and more.
Here's what you need to know for this week in the business of podcasting: Connect Patreon to Spotify and Stream Your Favorite Podcasts in One Place Q2 Earnings Calls in Podcasting Why some publishers are reducing their podcast slate to try to grow their audio businesses Quick Hits: The Song of the Summer, and the Joe Rogan Problem Libsyn’s AdvertiseCast Signs Exclusive Ad Partnerships with Two Leading Podcast Networks. The Podcast Academy and DPC Entertainment Launch Podcast 360.
Thu, August 10, 2023
Spotify x Patreon is here, Why Most Podcasters Skip Video, and more from The Download
Here's what you need to know for today in the business of podcasting: Why Are More Than Half of Podcasters Still Not Publishing Video? Connect Patreon to Spotify and Stream Your Favorite Podcasts in One Place How ad tech’s measurement titans are pivoting to attention and activation Indie agency census reveals expected areas of ad spend growth And for the rest of the news… Digiday has a guide for what’s in and what’s out in influencer marketing for 2023 , and this week’s issue of The Rebooting reminds us all that the media business is still hard.
Wed, August 09, 2023
The Download for August 9th, 2023
What you need to know for today in the business of podcasting: KQED snatches up Snap Judgment and Spooked by Amrita Khalid Podcast networks report Q2 revenue growth, with positive signs for continued improvements in 2023 by Sara Guaglione CTV Buyers Are Still Struggling to Know Where Their Ads Ran by Catherine Perloff …as for the rest of the news: Arrow Media has been appointed Acast’s commercial partner for Queensland, Australia, and new eMarketer data suggests web publishers are ‘fighting over a pie that is barely growing.’
Wed, August 09, 2023
The Song of the Summer, and the Joe Rogan Problem
While podcasting has had several 'song of the summer' moments since Serial's smash success in 2014, in recent years those mainstream attention-getting moments are dominated by one polarizing figure. Written by Tom Webster Edited by Bryan Barletta Audio edited by Gavin Gaddis Assembled with Spooler.fm Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, August 08, 2023
The Download for August 8th, 2023
Here's what you need to know for today in the business of podcasting: “True potential” in Sirius XM podcast biz by Brad Hill Why concerns of influencer marketing oversaturation are overblown by Kristina Monllos When Podcast Apps Miss The Mark by Steve Goldstein How soft is the ad market, really? By Ryan Barwick…as for the rest of the news: Eric Nuzum reflects on what makes a good podcast host , Sean Howard explains yield optimization and what it means for podcasting in Flightpath, and Forbes covered a new QCODE audio drama starring Chris Pine and Troian Bellisario.
Mon, August 07, 2023
The Download for August 7th, 2023
Here's what you need to know in the business of podcasting for August 7th. Why some publishers are reducing their podcast slate to try to grow their audio businesses Magnite And FreeWheel Link Up In The Name Of Interoperability Acast to focus on automation to ‘create value’ for advertisers Top 3 podcasts in U.S. remain the same over two years The Media Rating Council is angling for better clarity in an era of compounding complexity And for the rest of the news… Digiday’s new Media Briefing presents the case for, and against, paid subscription trials . Digital subscriptions are a bright spot in otherwise down Q2 for Gannett. And, in a surprising turn after announcing their partnership with Spotify, ad group WPP cut their full-year growth forecast from 3 to 5% down to 1.5 to 3%, citing low spending from tech clients and delays in tech-related projects.
Fri, August 04, 2023
Audio Ads Outperform Video for Attention & 2 Other Stories
This week's stories: Audio Ads Outperform Video for Attention and Brand Recall, Dentsu Study Finds. The ad slowdown (or lack thereof) gives the industry reason to hope the kids podcast listener report Quick Hits: Introducing The Download by Bryan BarlettaThe Download is now a daily podcast, covering news important to the business of podcasting Monday through Thursday, with the usual weekly recap continuing on Fridays. NAVA posts info for SAG-AFTRA strike. The National Association of Voice Actors has released a one-sheet clarifying what types of work NAVA actors can or cannot do during the SAG-AFTRA strike. SiriusXM is betting big on its next-gen app by Amrita KhalidThe much-teased new SiriusXM app is set to debut this fall and was brought up during the recent Q2 earnings call. WPP & Spotify Announce First-of-its-Kind Global Partnership British communications and advertising holding company WPP is now in a global strategic partnership with Spotify to give its clients access to Spotify’s ad products and scaling capabilities.
Thu, August 03, 2023
The Download for August 3rd, 2023
Here's what you need to know for Thursday, August 3rd. Inside Audio Marketing - Katz: Target Consumers With Messages That Relate To Where They Listen To Radio. RainNews - Quantifying brand marketing uncertainties and risks, Veritonic says audio is paramount Spotify - WPP & Spotify Announce First-of-its-Kind Global Partnership MediaPost - TV 'Ad Intolerant' Viewers Still In The Minority, Study Finds
Wed, August 02, 2023
The Download for August 2nd, 2023
Here's what you need to know for Wednesday, August 2nd. Podcast Company Realm Acquires Kid-Focused Pinna as Industry Consolidates by Ashley Carman SiriusXM is betting big on its next-gen app by Amrita Khalid Good Karma Brands to run operations, sales for ESPN Radio by Andrew Bucholt As strikes halt Hollywood projects, the TV ad industry is on the line by Kelsey Sutton Future of TV Briefing: How top streamers’ ad prices have trended in this year’s upfront negotiations by Tim Peterson
Wed, August 02, 2023
Introducing The Download
Bryan announces the newest evolution of The Download: a daily newsletter covering the essential news for the business of podcasting.Credits: Written by Bryan Barletta Edited by Tom Webster Audio edited by Gavin Gaddis Assembled with Spooler.fm Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Tue, August 01, 2023
The Download for August 1st, 2023
This is The Download from Sounds Profitable, your daily source for the essential news of the business of podcasting, brought to you by Spreaker from iHeart. Here’s what you need to know for today, Tuesday August 1st. AdAge - Audio Ads Outperform Video for Attention and Brand Recall, Dentsu Study Finds. The study was conducted by Lumen and commissioned by Dentsu, with Amazon Ads, Cumulus Media, iHeartMedia, Spotify, and SXM Media participating. 41% of audio ads generated correct brand recall in follow-up surveys, a 3% increase over the norm for other forms of advertising Dentsu keeps track of. Compared to digital, social, and TV benchmarks, podcasts held listeners’ attention for more seconds per thousand impressions.Inside Audio Marketing - Podcast Listeners Spending More Time With Medium As Digital Audio Usage Rises. New eMarketer graphs show daily time spent with podcasts by adult podcast listeners has increased from 44 minutes in 2021 to 51 minutes this year. eMarketer’s forecast predicts that number will grow at slower percentage rates in coming years, but will still hit 56 minutes by 2025. The overall average daily digital audio consumption is one hour and 52 minutes. LibSyn - Podcast Advertising Rates AdvertiseCast has updated their monthly tracker of podcast CPM rates. July’s average between all three tracked audience sizes is $22.24 for a 60 second spot, a 3.6% decrease from June and continuing a downward trend since May’s price of $23.50. Still, it’s holding above the lowest point from the doldrums of Q1 when February’s average hit $21.99.Digiday - Fortune cookies, the Sphere and more: How advertisers are taking OOH beyond billboards Out of home advertising is evolving, including digital taxi toppers, ad-supported fortune cookie messages, and the $2.3 billion Sphere in Las Vegas. Some agencies have leaned into intentionally outlandish/evocative OOH campaigns to generate online buzz and have found success. Podcasting has had some success with similar OOH campaigns, including billboards for Slow Burn’s season on an abortion rights case that specifically run in states proposing abortion rights rollbacks. eMarketer - YouTube CTV spending jumped 31% last quarter, outpacing
Fri, July 28, 2023
Podcast Listeners Likely Skip Radio Ads & 2 Other Stories
Stories covered: The Fully-Produced Podcast Ad: Are we leaving attention on the table? Spotify's Q2 Earnings Call Your favorite TV rewatch podcast is here to stay - but don’t expect any new ones. Quick Hits: Only Be Kind by Tom WebsterThis week, Tom writes about the legacy of Frank Cody and a life philosophy he brought to radio that podcasting would do well to implement: Only be kind. NewsGuard Launches 'Made-For-Advertising' Service In Response To ANA Study by Joe MandeseTo combat the rising issue of made-for-advertising sites siphoning programmatic ads, NewsGuard has introduced the ability to create whitelists of non-MFA sites and blacklists to exclude known MFA content. Audio Amplified: Harnessing the Power of Branded Podcasts The new white paper from Quill focuses on the utility of branded podcasts as high-value content that resonates with audiences, establishes trust, and positions creators as industry leaders. Veritonic and Acast Partner to Highlight What Success Sounds Like Around the World for Podcast Ads Bought Programmatically New research from the two companies compares and contrasts of audio creatives from programmatic campaigns around the world.
Wed, July 26, 2023
Only Be Kind
Tom Webster reflects on the life of someone important to both him and audio in general, as well as a valuable lesson we can learn from how he thought about life. Written by Tom Webster Edited by Bryan Barletta Assembled with Spooler.fm Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Fri, July 14, 2023
Podcasts are Growing Globally & 2 Other Stories
Stories covered: U.S. podcasters are attracting more international listeners Why a ‘podcast election’ is unlikely Ad overexposure on CTV hurts streamers as much as brands. Quick Hits: Will Podcast Ad Revenues Double by 2025? Not Without These Five Things by Tom Webster. Podcasts draw devoted audiences, but ad spending lags by Catherine Wolf. The Rumors of Podcasting’s Death Have Been Greatly Exaggerated...Redux by Eric Nuzum. Why Podcast Ad Creative is Pivotal, Now More than Ever by Paul Riismandel. Cracking the Code: Gen Z Engagement through Audio Advertising by Mariam Ahmad
Wed, July 12, 2023
Will Podcast Ad Revenues Double By 2025? Not Without These Five Things
Tom Webster looks at our most recent study, The Podcast Opportunity, and provides five key findings that point the way towards making podcasts a more vital part of ad spending.Credits: Written by Tom Webster Edited by Bryan Barletta Assembled with Spooler.fm Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Fri, July 07, 2023
FTC Cracking Down on Endorsements & 2 Other Stories
Articles covered: Breakdown of FTC Endorsement Guidelines YouTube Tests Crackdown On Ad Blockers This LinkedIn article could have been a video podcast. Quick Hits: Spotify hits the 100,000 mark for video podcasts MediaMath Files For Bankruptcy, Owes Hundreds Of Millions. mowPod Supercharges Self-Serve Platform with AI-Powered Ad Copy and Precision Targeting
Fri, June 30, 2023
New Study Examines Buyer Perceptions of Podcast Advertising & 2 Other Stories
Articles covered: The Podcast Opportunity SXM Shuts down Stitcher Film and TV have collapsed over the last decade. Quick Hits Long Read- Podcasts, a hot advertising medium by Ruby Derrick ThePodcastHost.com Publishes ‘IndiePod Manifesto’ Off the Back of Independent Podcaster Census Data Acast Unlocks Largest Self-Serve Marketplace of Podcast Influencers For Media Buyers
Wed, June 28, 2023
Neither Fish Nor Fowl
With the upcoming release of Sounds Profitable’s study The Podcast Opportunity, Tom reflects on the idea of podcasting being considered ‘neither fish nor fowl’ in the advertising world. Credits: Written by Tom Webster Edited by Bryan Barletta Assembled with Spooler.fm Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Fri, June 23, 2023
Spotify Shifts Podcast Strategy, & 2 Other Stories
Articles covered: Quick Hits: Registration is open for next week’s Sounds Profitable webinar for the upcoming study The Podcast Opportunity: Buyer Perceptions of Podcast Advertising. The presentation is on June 28th at 3p.m. Eastern Standard Time. The new study uncovers the latest thinking from buyers on the current state of podcasts advertising, and the strengths and weaknesses of buying the medium. In a bonus video from this week’s Product Deepdive , Podscibe’s Amelia Coomber demonstrates a new tool in the platform that uses ChatGPT, trained with the GARM framework, to generate a risk assessment for the podcast. The content rating system generates a visualization that shows what content is flagged, an automatic summary of what was said, and timestamps to check out the offending content directly. Streaming Audio and YouTube Measurement now offered in Magellan AI. As of last week, Magellan AI supports the measurement of streaming audio campaigns, as well as podcasts. Advertisers can now confirm impression delivery by channel and measure ad performance through custom KPIs. Magellan also launched the ability to measure YouTube impact. Acast launches new tech integrating publishers’ paywalls with podcast platforms. The tech, dubbed Acast+ Access, will enable paywalled news outlets to produce podcasts that are siloed and only accessible to those who pay for the site’s premium subscription. Ausha Launches Ausha PRO, a new sub-brand dedicated for Branded Podcasts . Ausha PRO includes the features of Ausha with the added benefits of enhanced support, advanced customization of promotional materials, multi-user access for collaborative management, and platform configuration performed in-house by Ausha staff.
Wed, June 21, 2023
Celebrity Podcasts: Successes or Sussexes?
This week, Tom looks at some recent data on popular podcast genres from Pew in light of Spotify parting ways with Meghan and Harry and their podcast Archetypes. What can we learn from the past about the future of celebrity podcasting? Credits: Written by Tom Webster Edited by Bryan Barletta Assembled with Spooler.fm Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Fri, June 16, 2023
Podcast Listeners Receptive to Political Ads & 2 Other Stories
This week's stories: Podcast listeners well disposed to political ads (Veritonic) Let’s Think about Podcast Consumers, Not Just Listeners Can A Million Ads Simplify Hyperlocal Audio Ads By Creating Even More Of Them? Partner Events: “ Demystifying Brand Lift: Measuring How Audio Ad Campaigns Resonate with Listeners. ” “ How Creative Testing Drives Success in Audio .” “The Podcast Opportunity: Buyer Perceptions of Podcast Advertising” Quick Hits: What AI Will Never be Able to Do That People Can by Scott Klass. With AI discourse focusing on the hypotheticals of replacing on-air talent, SoundStack CMO Klass addresses the need for a human experience in the customer service side of advertising. Is the podcast bubble starting to burst? by Nick Bonyhady. A look at podcasting’s listener growth (and recent lack thereof) in Australia, showing there’s less of a balloon and more of a new normal catching up to the statistical anomaly of the surge in new podcasts spurred by pandemic. Podsights goes free-to-use and rebrands as Spotify Ad Analytics by Reem Makari. Rebranded to Spotify Ad Analytics, the platform offers free pixel tracking and has expanded to more countries. Brand lift studies are still Spotify app only, but are included for free with campaigns that meet a minimum spend and reach threshold. Podscribe Launches Automated Ad Scoring The new tool, powered by ChatGPT, automatically grades the quality of a
Tue, June 13, 2023
Unifying Programmatic Buying
Programmatic ad placement has been stuck on the waterfall for long enough. It’s time to lay the foundation for Header Bidding in podcasting. Written by Bryan Barletta Edited by Tom Webster Assembled with Spooler.fm Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, June 08, 2023
Spotify Downsizes 2% of Podcast Workforce & 2 Other Stories
Articles covered: Spotify to Slash Podcast Workforce, Combine Parcast and Gimlet Studios in New Round of Cuts “How Do We Pivot?”: Podcasting Turns to M&A and Cost-Cutting Why advertisers are reconsidering keyword blocklists as brand safety approaches to hard news Growing Up with Podcasts: The Gen Z Podcast Listener Report The State of Audio Technology Report Is YouTube Eating Podcasts? Cumulus Media And Signal Hill Insights’ Podcast Download – Spring 2023 Report Hot Pod coverage of audiobook surveys. Quick Hits iOS 17: What’s new for Apple Podcasts . During the 2023 Worldwide Developers Conference, Apple announced upcoming changes in iOS 17 that will impact Apple Podcasts. Search filters, episode art, and a new listening experience are among the new features. Developers currently have access to a beta, while public beta testing is slated for later this month. Podcasting’s Biggest Opportunity by Tom Webster. Podcasting is becoming more competitive and less collegial every year. Is that a good thing, a bad thing, or just inevitable? Tom Webster suggests there is still an important job we all need to collaborate on first. <a href="https://soundsprofitable.com/press-release/triton-audio-marketplace-expands-basis-technologies-partnership-to-support-advertising-across-digital-and-broadcast-radio-segments/" target="_blank" rel="norefer
Tue, June 06, 2023
Podcasting's Biggest Opportunity
Podcasting is becoming more competitive and less collegial every year. Is that a good thing, a bad thing, or just inevitable? Tom Webster suggests there is still an important job we all need to collaborate on first. Credits: Written by Tom Webster Edited by Bryan Barletta Assembled with Spooler.fm Hosted by ART19 Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, June 01, 2023
Australian Podcast Ad Spend Up 13% & 3 Other Stories
This week on the Download: Why podcasters are selling subscriptions through third-party vendors Future of TV Briefing: CTV continues to be a black box to programmatic marketers Publishers large and small put their resources into first-party data - Digiday Research Australian digital audio ad spend climbs to $51.9 million Quick Hits: The Podscape, a collaborative effort between Magellan AI and Sounds Profitable, will be publishing a new edition this summer! In the interest of making this snapshot of the podcasting industry as accurate as possible the Podscape is putting out an open call: Is your company missing from the current edition? Notice something we omitted? Submit Updates Here Peabody-Nominated Content Studio Project Brazen Launches Platform for “Fearless Storytelling” by Alex Ritman. The new content platform features a special focus on journalism “that reveals hidden aspects of the world around us.”
Wed, May 31, 2023
The Complicated Role of AI in Podcasting
There has been much concern over how podcasting will implement AI. Tom breaks down the current landscape, as well as future symbiotic relationships. Credits: Written by Tom Webster Edited by Bryan Barletta Assembled with Spooler.fm Hosted by ART19 Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, May 25, 2023
A Rebuttal to Podcasting's "demise" & 2 Other Stories
This week on The Download: Advertisers and audiences refute the idea that podcasts are on the wane. NewsGuard: Programmatically-placed ads for major nonprofits and government orgs on dozens of misinformation websites Why Black creators say brands are ‘quiet as a mouse’ on Black History Month and Juneteenth this year. Quick Hits: Podscribe Launches YouTube Conversation Modeling . The new dashboard unifies RSS and YouTube metrics into one location. ARN and Magellan AI announce Top 15 Podcast Advertisers in Australia for Q1 . The list includes familiar faces like Apple, Amazon, and McDonald’s. ‘The Turning’ Podcast Studio Rococo Punch to Merge With Audily by J. Clara Chan . From the article: “When two independents come together, we can do much bigger things.” ARN uses geo-location to deliver headlines on Your News Now podcast. The new podcast uses geotargeting to create a sub-three-minute episode covering local news, sports, and weather forecast. Missing the Sounds Profitable Podcast this week? Check out the latest episode of the ANA’s podcast Champions of Growth . The episode, titled Is Podcasting the Future of Branded Advertising, features both Bryan Barletta and Tom Webster talking with Matthew Schwartz
Tue, May 23, 2023
A VAST Feature Request
Like a kid taking a bite of his dessert before his meal is finished, I think it’s time we enter the next phase of podcast adtech even before we finish the last.Credits: Written by Bryan Barletta Edited by Gavin Gaddis Read by Gavin Gaddis Assembled with Spooler.fm Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, May 18, 2023
Reflecting on IAB Podcast Upfront, & 2 Other Stories
This week: Lessons from the Podcast Upfront, the Spring 2023 MIDAS report is here, and SXM Media leaders see podcast advertising maturing.| Podcasters focus on expansion and reach despite slower ad revenue growth at upfronts Podcast Advertising Sees Slowdown in 2022, Even as Growth Rate Outpaces Other Digital Mediums Despite Layoffs and Canceled Podcasts, Podcasting Is Optimistic About AI And First-Party Data RAJAR Spring 2023 MIDAS Report Hot Pod: SXM Media Leaders talk about how podcast ads are still maturing And for our Quick Hits: New from Recordical: Audio Currents , a twice-weekly audio industry newsletter written by Shreya Sharma. Tuesday issues will focus on audio news, industry expert interviews, and resources for brands, while Friday episodes will feature creator spotlights. Barometer and ArtsAI have partnered to “bring new solutions to market delivering unprecedented in-flight transparency of brand safety and suitability for podcast advertising.” Podcasting gets a new magazine with Good Tape . The new print magazine aims to capture the conversations happening in the audio industry. The first issue is available for pre-order and slated for Fall 2023 release, with an open call for writers to pitch content. For a full transcript and links to all articles mentioned, please visit SoundsProftiable.com/Podcast
Wed, May 17, 2023
How Podcast and Audio Studies are Conducted
In this episode, Arielle Nissenblatt and Bryan Barletta interview Tom Webster about his recent reporting: an article he wrote for Sounds Profitable called “How To Murder a Podcast” and a YouTube video called “Research Collection Methods.” We talk about Sounds Profitable’s approach when it comes to education for the industry and how understanding research collection methods fits into our mission. We also discuss our upcoming research projects and where you can go to learn about them. Listen to learn about: Probability sampling Convenience sampling “Crap” sampling Why understanding research methodology is important How to understand and take action on industry studies What we’re presenting at The Podcast Show in London for SP partners Links: Ashley Reese’s tweet about Robert DeNiro / Al Pacino How To Murder a Podcast Sounds Profitable’s YouTube channel Credits: Hosted by Bryan Barletta, Arielle Nissenblatt, Tom Webster Produced by Spooler Media Hosted on Art19 Recorded on SquadCast.fm Edited by Gavin Gaddis
Tue, May 16, 2023
Growing Up in Podcasting - Literally
This week, we have a special guest post from Newton Schottelkotte! Newt recently graduated from college this year, but do not let their age fool you - they’ve been in podcasting for seven years now, and seven significant years at that. We asked Newt to share some perspective on how podcasting has changed, and how it can continue to grow as a viable career. Written by Newton Schottelkotte Edited by Tom Webster Assembled with Spooler.fm Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, May 11, 2023
DISQO Study Highlights the Power of Podcast Ads & 2 Other Stories
This week's stories: DISQO: Proving the Power of Podcast Ads Elite podcasts struggle while the podcast masses thrive. Pluto TV has an ad frequency problem. Quick Hits: Newsguard Launches World’s First Journalist-Vetted Podcast Credibility Ratings . In addition to this announcement, Newsguard has also announced a partnership with Barometer to provide episode-level misinformation detection for podcasts. Dovetail from PRX is now IAB Podcast Measurement 2.1 Certified. Spotify launches the Spotify Audience Network in France, Spain, and Italy . Continuing podcast’s global growth, advertisers will now have access to the network in more European countries. This week on Data Decoded , Tom Webster brings a special extra-long episode in the form of his IAB Upfront talk. Join Tom as he breaks down the data to look at the anatomy of podcasting’s audience, and how it has grown.
Tue, May 09, 2023
Podcasting's Golden Ratio
The Edison Research Share of Ear shows podcasting’s share of daily audio listening for Americans 13+ has doubled over the last nine years. This week, Tom highlights a related statistic that shows a promising ratio for podcasting’s core.Credits: Written by Tom Webster Edited by Bryan Barletta Assembled with Spooler.fm Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, May 04, 2023
Using CTV as a Roadmap for Programmatic Audio & 3 Other Stories
This week's top stories: How to use CTV as a Roadmap for Programmatic Audio What downturn? In real terms, ad spending is doing just fine. Washington State passes sweeping health data law Research Roundup: Audacy State of Audio Cumulus Media 2023 Audioscape iHeart State of Podcasting 2023 Podcast Advertising Benchmark Report by Podsights The Soundout Index 2023 Quick hits: Barometer and Audiohook partner to enable Brand Suitability and Contextual Targeting at scale . The partnership aims to allow advertisers the ability to enforce brand suitability guidelines while also taking advantage of Audiohook’s programmatic platform. New on Data Decoded , Tom shares his love of commercial jingles while examining interesting data in the Soundout Index report. Why is sonic branding seemingly less effective on Gen Z? Find out in Tom’s new six minute video!
Wed, May 03, 2023
Swinging for the Podcast / Audio Industry Fences
In this episode, we discuss baseball! The new pitch clock, our favorites teams…just kidding. We talk about what it means to swing for the fences in the podcast and audio space and the companies who are taking big risks. Sounds Profitable is in a unique position to not only swing for the fences ourselves, but to help others who want to help grow this industry too. Listen to learn about: The big swings we’ve taken and how they’ve paid off Why the podcast industry needs big ideas Some Sounds Profitable partners who are conducting industry-leading research Why kids and family podcasts are helping to grow the pie Why we think the new Julia Louis Dreyfuss Podcast from Lemonada is a great example of a successful swing for the fence Links: Sounds Profitable’s partners Lemonada Wiser Than Me Cleveland Credits: Hosted by Bryan Barletta, Arielle Nissenblatt, Tom Webster Produced by Spooler Media Hosted on Art19 Recorded on SquadCast.fm Edited by Gavin Gaddis
Tue, May 02, 2023
A Key to Global Podcast Growth
A recent research report from Japan highlights how podcasting can grow when it germinates from a very different seed. Tom Webster breaks down the data and how it applies to podcasting everywhere Credits: Written by Tom Webster Edited by Bryan Barletta Assembled with Spooler.fm Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com
Thu, April 27, 2023
How Brands Can Lift Minority-Owned Media & 2 Other Stories
This week on The Download: How Brands Can Lift the Tide of Minority-Owned Media More brands choose Boomer/GenX influencers as 'older audiences can be just as impactful' as young ones. What Marketers need to know about Generation Zennial from social media and buying habits And in Quick Hits: Barometer Secures $2.25M To Expand Brand Safety And Contextual Targeting For Podcasts by Anthony Vargas. Veritonic Achieves Security Organization Control 2 Type II Certification . After an audit by Prescient Assurance, Veritonic has been validated as having effective enterprise-level security for customer data. Audioboom publishes 2022 Annual Report & Financial Statements. The company reports double-digit growth in several key metrics. WPP Acquires Sonic Branding Agency Amp to Strengthen Landor & Fitch by Stephen Lepitak. This is the third acquisition by WWP in the past month, along with technology-focused social influencer marketing agencies. For links to all articles covered and a full transcript of the episode, please visit SoundsProfitable.com/podcast
Wed, April 26, 2023
Revisit: How To Approach A Podcast Industry-Wide Education Initiative
In this special re-upload, Bryan speaks with U of Digital Managing Partner Shiv Gupta about what it means to create a comprehensive educational approach across an industry. Gupta comes to us by way of the digital marketing space, but has spent his career creating programming aimed at educating and serving across different sectors and levels within companies. Adtech Applied cohost Arielle Nissenblatt joins to set up the chat and break it down with takeaways at the latter half of the show.Listen to learn about: Shiv Gupta’s career Why it’s important to create non-biased courses that educate on entire industries How Sounds Profitable plans to approach an education initiative Why we need your feedback on this podcast Here’s our favorite idea from this conversation: creating opportunities for folks to learn, either if they’re new to a job or looking to move on to the next level, benefits everyone.Links: Bryan Barletta Arielle Nissenblatt Shiv Gupta U of Digital The Download Sounds Profitable: Narrated Articles SquadCast Podscribe Credits: Hosted by Bryan Barletta & Arielle Nissenblatt Audio engineering by Evo Terra Executive produced by Evo Terra of Simpler Media Sounds Profitable Theme written by Tim Cameron Revised edit by Gavin Gaddis.
Tue, April 25, 2023
Bringing More to the Table
Continuing Sounds Profitable’s mission to provide more for the business of audio, Bryan Barletta announces the Partner Perks Series. Get in touch to learn more about the Business Leaders Summit at The Podcast Show London! Written by Bryan Barletta Edited by Tom Webster Assembled with Spooler.fm Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, April 20, 2023
Blocklists Continue to Hurt News, & 3 Other Stories
This week's stories: ‘They are blatantly blocking news’: Confessions of a programmatic sales lead on brand safety filters’ impact on publishers’ direct-sold ads Pew Research publishes Podcasts as a Source of News and Information Americans Spend $48 per Month on Video Streaming Services — and Half of Those Surveyed Say That’s Too Much FTC Warns Almost 700 Marketing Companies That They Could Face Civil Penalties if They Can’t Back Up Their Product Claims Quick hits: Podscribe is now IAB Tech Lab Certified . Announced this Monday, verification platform Podscribe announced they have officially received their IAB certification after a six month audit process. Podcast hosting platform Ausha has announced the implementation of ChatGPT into their social media management system. Netflix Earnings, Netflix’s Movie Strategy, Accretive Ads by Ben Thompson. This week’s Stratechery issue covers the recent Netflix earnings call
Wed, April 19, 2023
April is Adopt-a-Listener Month: A Conversation with Lauren Passell
Did you know that April is Adopt-a-Podcast Listener Month? Now you do! Bryan Barletta speaks with Lauren Passell and Arielle Nissenblatt about Tink Media, this new initiative to grow the podcast/audio space, barriers they’ve uncovered for potential listeners, and how you can get involved. Listen to learn about: How to idea for this event came about Lauren and Arielle’s woman-on-the-street approach to ask people about their listening habits Best practices they’ve uncovered for recommending podcasts The pre, mid, and post-roll ad campaign you can participate in Links: Lauren Passell Tink Media Adopt-a-Listener Month Credits: Hosted by Bryan Barletta , Arielle Nissenblatt Produced by Spooler Media Hosted on Art19 Recorded on SquadCast.fm Edited by Gavin Gaddis
Thu, April 13, 2023
S&P Revises Ad Spend Prediction & 2 Other Stories
Discussed this week: Ad Spend in the US will grow more than initially expected this year, per S&P. How brands can tailor their audio ads to target “co-listeners” Why news outlets are putting their podcasts on YouTube Quick Hits: The 2023 Quill Podcast Awards nominations are now open. Public nominations will run until April 24th, with finalists announced on May 4th and winners announced on May 17th. Eligibility guidelines and categories can be found on Quill’s website. OxfordRoad has published a new study titled Solving Audio Ad Attribution . The white paper aims to teach marketers how to improve performance at scale and proposes vanity urls “no longer cut it.” A month after the collapse of Silicon Valley Bank, the fallout is just beginning for the ad industry by Seb Joseph and Marty Swant for Digiday. A substantial breakdown of the aftershocks from the SVB collapse and what impacts it’ll have on advertising. For full transcript and links to everything mentioned, please visit SoundsProfitable.com/Podcast
Wed, April 12, 2023
Radiodays Europe Recap: Trends, Highlights, and Research
In this episode, Tom, Arielle, and Bryan recap their experiences at Radiodays Europe, which took place last month in Prague. They discuss the expo hall, the presentation they attended, trends they identified, and much more. Listen to learn about: How Tom’s recent research was received by a primarily European audience Radio’s prevalence in Europe What podcasting can learn from radio Why Sounds Profitable feels it’s important to be at non-podcast-specific events The Podcast Summit at Radiodays Links: Radiodays Europe Podcast Show London Data Decoded Adopt-a-Listener Month Sounds Profitable’s research Credits: Hosted by Bryan Barletta , Arielle Nissenblatt , Tom Webster Produced by Spooler Media Hosted on Art19 Recorded on SquadCast.fm Edited by Gavin Gaddis
Tue, April 11, 2023
How to Murder a Podcast
This week, Tom Webster spots a misapplication of podcast research that he felt strongly enough about to hopefully nip in the bud, wherever the bud may be found. Contact for information about Business Leader Summit in London. Bumper Credits: Written by Tom Webster Edited by Bryan Barletta. Assembled with Spooler.fm Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, April 06, 2023
AMERICA Act Aims to Regulate Big Ad Tech & 2 Other Stories
This week on The Download: AMERICA bill aims to regulate big ad tech Publishers find Q1 numbers not as bad as forecasted A deep dive into podcasting in South Korea Quick Hits: Submissions for the Digiday Media and Technology awards are approaching their regular deadline of May 11th. If you’re interested in submitting a podcast to either category, use code soundsprofitable, all one word and lowercase, to take $100 off your submission fee. Rococo Punch launches RP Labs , a vertical dedicated to continuing education audio experiences. Rococo RP Labs announcement Audio Insurgent author Eric Nuzum published the text of his seven minute Radiodays Europe speech on market saturation in audio. The speech makes a bold statement: market saturation doesn’t exist for podcasts created by genuinely motivated production teams. Adthos launches self-service AI-generated audio ads for radio, podcast, and streaming. Starting Tuesday, users of the Adthos platform now have access to the ability to generate an audio ad creative from scratch entirely using AI tools, from the script to backing music. TuneIn adds 120,000 audiobooks to premium service , by Matthew Keys. Audio streamer TuneIn has now added a sizeable library of audiobooks. Some classic titles will be available for free, while premium users will have access to the entire collection. For all links and a full transcript of the episode, visit SoundsProfitable.com/Podcasts
Wed, April 05, 2023
RIP Baked-In Ads
Podcast advertising is in a weird phase. We’re caught between our ideals and our reality; the technical capabilities of the space and the business decisions of the company. That confusion is starting to cost us trust. Written by Bryan Barletta Edited by Tom Webster Assembled with Spooler.fm Hosted by ART19 Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, March 30, 2023
Google Announces Ad Library & 2 Other Stories
This week on The Download: Google Announces Ad Library , the maturing podcast ad industry attracts more mainstream brands , and Audiobooks could become new audio advertising frontier . Quick Hits: Gumball Expands Its Host-Read Podcast Advertising Marketplace Model to YouTube Integrations . Podcast Company Audacy Shakes Up Its Leadership, Retains Cadence13 Studio by Ashley Carman. For a full transcript of the episode, links, and other episodes, please visit SoundsProfitable.com/Podcast
Wed, March 29, 2023
5 Questions To Ask Your Podcast Audience
Tom Webster recently wrote an article entitled, “What We Talk About When We Talk About Podcasts.” He posits that, while publishers may think they know a lot about their audiences, they don’t really know all that much. He outlines five questions that podcasters can ask of their audience in order to get a better grasp on who they are, what they want, and how the show can potentially appeal to more listeners like them. Arielle Nissenblatt and Tom discuss these five questions and share some more context on how to chat with your audience. Also in this episode, we discuss Sounds Profitable’s “The Medium Moves the Message” research study and Tink Media’s upcoming Adopt a Listener Month initiative.Listen to learn about: 5 questions you can and should ask your audience How to actually get responses from your audience Why it’s not enough to just ask “what do you like about my podcast?” Why you don’t need this to be a study or have thousands of responses for it to be effective What’s coming up at Sounds Profitable Links: Article Arielle Nissenblatt Tom Webster Sounds Profitable’s research Credits: Hosted by Bryan Barletta , Arielle Nissenblatt , Tom Webster Produced by Spooler Media Hosted on Art19 Recorded on SquadCast.fm
Tue, March 28, 2023
The Audio Customer Journey: Don’t Stop Believin’
From an undisclosed location in Prague, Tom Webster reflects on highlights from recent Sounds Profitable research and why it means radio should embrace podcasting. Credits: Written by Tom Webster Edited by Gavin Gaddis Assembled with Spooler.fm Hosted by ART19 Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, March 23, 2023
Ad Fraud Yet to Significantly Impact Podcasts & 3 Other Stories
This week on The Download:Ad Fraud Yet to Significantly Impact Podcasts Marketers and creators react to potential TikTok ban YouTubeTV increases price due to content costs Sounds Profitable releases The Medium Moves the MessageQuick hits: The Biggest Challenge for Podcasters Today is… by Eric Nuzum in his newsletter Audio Insurgent. This issue Nuzum has a conversation with ChatGPT, asking the bot to list the biggest issues podcasters face currently. Interestingly enough, it might have parroted the sentiments of one of Nuzum’s own articles back at him. Amaze Media Labs Acquires Rockable . Podcast advertising company Rockable, and their proprietary audience growth solutions, are now a part of AMAZE Media Labs. For a full transcript of the episode, links, and other episodes, please visit SoundsProfitable.com/Podcast
Wed, March 22, 2023
How Google Can Earn the Trust of the Podcast Industry
Google has a potentially huge opportunity to grow the podcast industry — both for publishers and for listeners (and even for advertisers) — by way of YouTube Music. The past few weeks have brought more and more attention to this possibility by way of Kai Chuk’s announcement at Hot Pod Summit at On Air Fest and a recent press release shared on Podnews. In this episode, Bryan Barletta and Arielle Nissenblatt discuss the opportunity at hand, what we would like to see, what we will likely see (realistically), and what the future looks like if the opportunity is seized. Listen to learn about: How YouTube could potentially ingest RSS feeds What hosting providers and YouTube should be negotiating How Sounds Profitable plans to handle video Upcoming research from Sounds Profitable How AI fits into all of this Links: Article Sounds Profitable’s research Credits: Hosted by Bryan Barletta , Arielle Nissenblatt , Tom Webster Produced by Spooler Media Hosted on Art19 Recorded on SquadCast.fm Edited by Gavin Gaddis
Tue, March 21, 2023
The Measurement Excuse
This week Bryan addresses the myth that podcasting has a unique measurement problem, and how the industry as a whole can move forward to address it. Written by Bryan Barletta Edited by Tom Webster Assembled with Spooler.fm Hosted by ART19 Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, March 16, 2023
Podcasters weigh in on ChatGPT, and 2 Other Stories
The Download is brought to you by Magellan AI. Track the trends in spend, ad load, podcasts on YouTube, and more with Magellan AI's advertising benchmark report for Q4, available now. The stories covered this week are: 6 AI tools podcasters are using for new ideas, editing, and more — and why they're skeptical of ChatGPT Why regulators’ scrutiny of Big Tech is rekindling buyers’ interest in ad tech News publishers lament the role of verification firms in the programmatic market Quick Hits: The JAR Audio Pilot Competition for Emerging Women Podcasters is now accepting applications. The winning idea will be produced as a pilot episode with JAR audio collaborating with the creator. The deadline for submissions is May 1st. Sessions from Veritonic’s Audio Intelligence Summit are now available on Veritonic’s website . For those who missed out, or are interested in reviewing what they saw in person, the seven sessions are now live, including the panel on attribution and brand lift that includes our own Bryan Barletta. What Are the 3 S’s of Programmatic Podcast Advertising? By Mattia Verzella on AdMonsters. Spreaker’s Head of Business Development breaks down the rise of ad trading in podcasting, the challenges faced by both publishers and advertisers, and details how the three S’s can solve for them. For the episode's full transcript, please visit SoundsProfitable.com/Podcast
Tue, March 14, 2023
Does the Medium Move the Message?
Does the medium move the message? Spoiler alert - yes. This week Tom Webster previews the next research project from Sounds Profitable. Written by Tom Webster Edited by Bryan Barletta Assembled with Spooler.fm Hosted by Omny Studio Sounds Profitable theme written by Tim Cameron
Thu, March 09, 2023
Spotify On Stream Announces New Features & 3 Other Stories
Gavin: This is The Download from Sounds Profitable, the most important news from this week and why it matters to people in the business of podcasting. I’m Gavin Gaddis, in for Manuela Bedoya. Shreya: And I’m Shreya Sharma.Gavin: The Download is brought to you by Magellan AI. Track the trends in spend, ad load, podcasts on YouTube, and more with Magellan AI's advertising benchmark report for Q4, available now. You can find a link in the description or visit Magellan dot AI.Shreya: This week: Spotify Stream On Announces New Features, RSS.com and Spreaker make transcripts more accessible, Marketers adapt to serve niche communities, and The Infinite Dial turns 25. Let’s get started. Spotify live stream Gavin: Yesterday Spotify hosted their annual Stream On live event from LA. Throughout the 90 minute presentation a series of guest speakers, ranging from Spotify executives to the Jonas Brothers, debuted new features from Spotify and the company’s goals in the near future. Let’s look at the ones relevant to podcasting:Starting yesterday the Anchor brand has been retired. The hosting service and other podcasting features will be brought under the name Spotify for Podcasters. In addition to the new coat of paint for Anchor, several features originally only available to podcasts hosted on Anchor have been made platform-agnostic. Chief among these features is the ability to upload video podcasts to Spotify, a particular pain point for video podcasters outside the Spotify umbrella. In addition to video uploads, users will have access to net-new features like Q&A posts and polls that will be visible on the podcast’s page in Spotify. The Spotify for Podcasters dashboard will also feature more advanced analytics. As one slide of the presentation announced: “Spotify is open for business.” Speaking of business, during the segment focusing on the Spotify Audience Network, Chief Business Officer Alex Norstrom announced the newest publisher to join SPAN is none other than podcasting giant NPR.In the world of monetization, Spotify podcasters are getting a sizeable upgrade in the form of a Patreon partnership. Now podcast listeners will be able to listen to premium content hosted on Patreon from within Spotify itself. With this announcement, Spotify now has a direct answer to Apple’s paid podcast subscription service.This year’s Stream On was a promising one, with a healthy focus on the podcasting industry overall. This renewed focus on upgrading the platform, adding new features, and making older features more accessible to podcasters everywhere is a promising one. Spotify seems to be interested in growing with podcasting instead of growing independently. We love to see it. RSS.com and Spreaker make transcription freeShreya: To continue the trend of features that benefit everyone in podcasting we have two big transcription announcements. First: this Monday <a href="https://podnews.net/press-release/rss-com-free-transcripts?utm_source=podnews.net&utm_medium=em
Wed, March 08, 2023
Feed Drop: Danone's Conscious Marketer, Linda Bethea
This week we bring you a feed drop from Insider Interviews, in which E.B. Moss interviews Linda Bethea. The original show notes follow: Linda Bethea, Head of Marketing for Danone North America - a top 15 Food and Beverage brand and the country's largest B corp - gives Insider Interviews host, E.B. Moss, the insider's scoop on marketing 20 different beloved CPG brands, and staying true to a corporate mission of sustainability. Hear how she developed her leadership skills during stints with PepsiCo, Frito-Lay and Diageo, and is now "delighting" consumers with everything from International Delight partnerships with the iconic show "Friends" to the hit Super Bowl commercial for Oikos with Deion Sanders and family. Linda and E.B. discuss:• Linda's path from soda to spirits to spirited field work that taught her how to negotiate and earned the nickname of The Velvet Hammer• Her definition of brand purpose and how proper marketing of it impacts consumer choice and company values• The growing demand for plant-based foods today• How Danone is rescuing fruit and repurposing bottles into shoes and what E.B. eats as an "ova-lacto-pesce-vegetarian"! (And a lot more about plant-food trends, like Danone's new campaign for Silk with a "faux" milk moustache on stars!Linda Bethea is smart and inspiring and mission-driven. Don't miss this conversation with a conscientious consumer marketer and leader.
Tue, March 07, 2023
Data Decoded
In preparation for Podcast Movement Evolutions and South by Southwest, Bryan Barletta sits down with Tom Webster to discuss research, presentations, and his new weekly video series Data Decoded.Credits: Written by Bryan Barletta Edited by Gavin Gaddis Assembled with Spooler.fm Hosted by ART19 Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, March 02, 2023
Podcasts Are Coming to YouTube Music & 3 Other Stories
Manuela: This is The Download from Sounds Profitable, the most important news from this week and why it matters to people in the business of podcasting. I’m Manuela Bedoya. Shreya: And I’m Shreya Sharma.Manuela: The Download is brought to you by Magellan AI. Track the trends in spend, ad load, podcasts on YouTube, and more with Magellan AI's advertising benchmark report for Q4, available now. You can find a link in the description or visit Magellan dot AI.Shreya: This week: Podcasts are coming to YouTube Music, Digiday breaks down the Google antitrust case, Podnews publishes a deep dive on podcasting in Japan, and how marketers are looking at Q2. Let’s get started.Podcasts are coming to YouTube Music Manuela: Since the release of the YouTube Podcasts webpage last year, there has been little in the way of concrete feature announcements from YouTube, leaving some skeptical of Google’s commitment. After all, podcasting has been burned by companies veering away from podcast support at the 11th hour. Last Thursday, during the Hot Pod Summit at On Air Fest, YouTube Podcast Lead Kai Chuck took to announce YouTube is releasing a beta version of podcasting functionality for YouTube accounts, as well as adding podcasts to YouTube Music in the near future. https://www.hollywoodreporter.com/business/digital/youtube-podcasts-1235332624/ : “The message that I would hope folks are taking away is YouTube, at large, independent of YouTube Music, is looking to better support podcasters and [recognizes] that podcasting is generally an audio-first medium.” Once implemented, YouTube Music listeners will likely have a comparable podcast listening experience to current offerings with Spotify and Apple. As reported on the https://blog.youtube/news-and-events/youtube-music-premium-80-million-lyor-cohen/ in August, YouTube Music has a subscriber base of around 80 million users split across YouTube Music and YouTube Premium. Not bad, but it pales in comparison to YouTube’s over two billion users. According to Chuck, there are intentions to bridge the gap between the platforms. https://newsletters.feedbinusercontent.com/60b/60b0be3184899cafee144c595c4fee42eb420187.html : “I don’t expect podcasts to only live on YouTube Music, that’s the only way that people consume podcasts on YouTube,” Chuk said. “We expect there to be kind of a back and forth between the two.”Shapiro then says Google product lead for podcasting Steve McLendon gave an explanation of how the feature would ultimately work, describing seamlessly continuing a podcast episode that had been started on a desktop computer watching YouTube to an audio feed while driving home
Wed, March 01, 2023
How Can Spotify Make Streaming Ad Insertion Stick?
Writing for Sounds Profitable recently, Bryan Barletta posited the idea that Spotify has a big opportunity to use their streaming ad insertion technology to grow the industry. In this episode, Arielle Nissenblatt speaks with Bryan and Tom Webster about this opportunity, what it means for the larger industry, and how this all fits into the current zeitgeist around the future of audio (i.e. there have been some doom-and-gloom-focused articles popping up). Listen to learn about: The origins of streaming ad insertion How streaming ad insertion differs from dynamic ad insertion How streaming ad insertion and dynamic ad insertion can work together Why publishers benefit from streaming ad insertion How this discussion affects Apple, Amazon, and more companies Sounds Profitable’s presence at Podcast Movement and SXSW Links: Bryan Barletta Arielle Nissenblatt Tom Webster The article we’re discussing Podcast Movement Sounds Profitable at SXSW Credits: Hosted by Bryan Barletta , Arielle Nissenblatt , Tom Webster Produced by Spooler Media Hosted on Art19 Recorded on SquadCast.fm Edited by Reece Carman and Ron Tendick
Tue, February 28, 2023
What We Talk About When We Talk About Podcasts
Every podcaster thinks they know what their audience likes. This week Tom Webster shares strategies to actually get that audience talking and directly telling you what they like. Credits: Written by Tom Webster Edited by Bryan Barletta Assembled with Spooler.fm Hosted by ART19 Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, February 23, 2023
Podcasting's Frequency Problems Are Not Unique & 3 other stories
Manuela: This is The Download from Sounds Profitable, the most important news from this week and why it matters to people in the business of podcasting. I’m Manuela Bedoya. Shreya: And I’m Shreya Sharma.This week: The App Tracking Transparency Recession, Streamers struggle with frequency capping, Bumper calculates listen time, and IPG Equity Upfront Spotlights Lack of Diverse Adspend.Manuela: The Download is brought to you by Magellan AI. Track the trends in spend, ad load, podcasts on YouTube, and more with Magellan AI's advertising benchmark report for Q4, available now. Link in the description or at Magellan dot AIShreya: Let’s get started. The App Tracking Transparency recession Manuela: While not hot off the presses, an early January article from Eric Benjamin Seufert discussing the effects of Apple’s App Tracking Transparency has come across The Download’s desk. As with most things in advertising, there’s nuance in the numbers.Quick refresher for those who haven’t seen the letters ATT dozens of times: App Tracking Transparency was a privacy policy introduced to iOS in 2021 that turns most forms of mobile data tracking into an opt-in service. As a result, a significant portion of iOS users have digitally disappeared for advertisers. An upset to the status quo, for sure, but the overall numbers provided by Seufert show the digital advertising market is not in a cyclical downturn. That said, social media platforms and other industries most likely to be affected by ATT have experienced a significant downturn due to a combination of both ATT-influenced changes and changing consumer preferences. Which is to say, not macroeconomic factors. A market-wide downturn, as well as more stress on those companies most affected by ATT, would primarily come from an actual 2023 recession. Overall, digital advertising has been working as intended. Consumers are consuming. Seufert points to a Bureau of Labor Statistics graph tracking US employment in December of 2022. According to these, unemployment is the lowest it has been since August 1969. From Seufert’s piece: “But one might assume that the economy has utterly imploded from reading the Q3 earnings call transcripts of various social media platforms. Alphabet, Meta, and Snap, in particular, cited macroeconomic weakness, headwinds, uncertainty, challenges, etc. in their Q3 earnings calls.”In the weeks since Seufert’s article, the overall numbers are trending to agree. The Download has recently mentioned podcast ad spend has remained up while others decline, but the same holds true for other areas. Last week <a href="https://www.insiderintelligence.com/content/money-still-pouring-app-install-ad-spending-boosting-apple-others" target="_blank" rel="noreferrer noop
Wed, February 22, 2023
What Will Pre-Bid Look Like in Podcasting?
On this episode of the Sounds Profitable Podcast, Bryan Barletta sits down with Audiohook's Jordan Bentley to discuss pre-bid. What is it, what does it mean in the world of display advertising, and how can it be brought to podcasting? Listen to learn about: Pre-bid/header bid for Display. Pre-bid is coming for audio. What 'headers' will look like for audio. Links: Bryan Barletta Arielle Nissenblatt Jordan Bentley Audiohook
Tue, February 21, 2023
How Google Can Earn Our Trust
There has been a cooling of Google and YouTube's enthusiasm for podcasting as of late. Bryan Barletta details what they can do to to heat things back up. Frequency Webinar Signup Link. Credits: Written by Bryan Barletta Edited by Tom Webster Assembled with Spooler.fm Hosted by Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, February 16, 2023
An FTC-Friendly Future for Podcast Ads & 2 Other Stories
Manuela: This is The Download from Sounds Profitable, the most important news from this week and why it matters to people in the business of podcasting. I’m Manuela Bedoya. Shreya: And I’m Shreya Sharma.This week: The ‘slippery slope’ of podcast endorsements, Netflix’s ad-supported tier has teething troubles, why ad buyers are hesitant to embrace DSPs, and a look at modern contextual advertising. Let’s get started.Navigating the ‘slippery slope’ of personal endorsements in podcast adsManuela: Over the past few years there have been multiple headlines spotlighting instances of social media influencers butting up against the Federal Trade Commission. This period of adjustment as new media incorporates modern advertising rules has matured to the point the FTC has a official page just for coaching influencers on advertisement disclosure. As MarketingBrew’s Alyssa Meyers pointed out this week : the FTC hasn’t similarly cracked down on podcast advertisements just yet, but it has come close. Listeners of The Download might remember a case in November when Google and iHeartRadio settled with the FTC out of court. The case concerned allegations that several iHeart on-air radio personalities were given ad copy with personal endorsements for a Pixel phone the hosts had not used. From Meyers’ article: “Though the FTC’s guidelines for endorsements and testimonials in advertising don’t mention podcasts, the agency proposed a change last May that would, if approved, add an example concerning a podcast host related to disclosing material connections.”Podcasting is no stranger to ad copy that flirts the line between advertisement and personal endorsement. Meyers opens her article asking if the reader has ever questioned if podcasters really made the meal kits they endorse, or if their mattress sponsor actually fixed their back problems. Hyperbolic, perhaps, but endorsements are a big factor in the appeal of host-read ads. David Plotz, CEO of City Cast told MarketingBrew he has experienced advertisers requiring ads to contain personal endorsements or, more worryingly from an FTC perspective, attempt to slip a personal endorsement into the ad copy. Meyers spotlights two approaches that eliminate any FTC concerns: Lauren Lograsso and NPR. Lograsso prefers ad deals with required endorsements and the authenticity of having tried the product herself. Conversely, NPR has a blanket policy of zero personal endorsements, a byproduct of the company carrying over its radio journalism ethos into podcasting. The article then closes out with advice from Veritone One VP
Wed, February 15, 2023
The Podcast Experience at On Air Fest is Coming
On Air Fest is a yearly event that celebrates sound by way of the podcast and audio industries. It’s in its 7th year, and this year, there’s an added bonus to the three-day-long event: the Podcast Experience. Bryan Barletta speaks with On Air Fest founders Jemma Brown and Scott Newman about the festival, this year’s inaugural “experience,” their hopes for the future of events in the audio space, and more. Listen to learn about: How On Air Fest has evolved How the podcast and audio space can grow by way of in-person and fan-focused events Why Bryan thinks we have to look outside of traditional audio spaces to grow the industry How to get tickets Sounds Profitable’s plans for SXSW Links: Bryan Barletta Arielle Nissenblatt Jemma Brown Scott Newman On Air Fest The Podcast Experience Events Credits: Hosted by Bryan Barletta and Arielle Nissenblat t Produced by Spooler Media Hosted on Art19 Recorded on SquadCast.fm Edited by Reeece Carman and Ron Tendick
Tue, February 14, 2023
Podcasting's Curse of Knowledge
This week, on a very special Law and Order-flavored article, Tom Webster recounts his experience serving on a jury and what the defense’s tactics taught him about podcasting. Don’t look at the chicken.Credits: Written by Tom Webster Edited by Bryan Barletta Assembled with Spooler.fm Hosted by Art19 Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, February 09, 2023
SXM + Mindshare Publish Black Podcast Listener Report & 3 other stories
Manuela: This is The Download from Sounds Profitable, the most important news from this week and why it matters to people in the business of podcasting. I’m Manuela Bedoya. Shreya: And I’m Shreya Sharma.This week: Podcasting a ‘bright spot’ at SXM Media, Amplifi Media CEO counters ‘jarring headlines,’ new Black Podcast Listener Report from SXM and Mindshare, and the state of Google in podcasting. Let’s get started. Podcasting remains ‘a bright spot’ at SXM MediaManuela: ‘Tis the season of quarterly earnings calls. It seems like we get a batch of these every three months! SiriusXM has published their Q4 and full-year results for 2022. Overall the company saw a 4% year over year increase in revenue, hitting 9 billion dollars. The company shouted out its agreements with, as the official copy puts it, “podcast powerhouses” like Crooked Media, Freakonomics, and a 24/7 original comedy channel captained by Conan O’Brien’s Team Coco. Podcasting is on the mind at SXM. CEO Jennifer Witz spoke highly of the company’s podcasting arm during the call. To quote f https://d1io3yog0oux5.cloudfront.net/_a9fb3e04db36529ff47846b646f7e89e/siriusxm/db/2245/21302/file/SIRI+Q4+2022+Earnings+Release+vF .pdf“In a challenging ad market, podcasts continue to be a growth opportunity for us. This past quarter, we expanded our podcast offerings while doubling down on the shows that have proven most successful with five of the top 20 shows in Edison Research's top 50 podcast rankings, the most of any network.” Witz went on to say podcasting was a bright spot for the industry overall and SXM in particular, driving their 34% increase in off-platform business in 2022. We’ve said it before and will say it again: it’s a good day to hear good news in podcasting. Podcasting is doing fine; thank youShreya: Last week an https://rainnews.com/steve-goldstein-05132022-2/ was published on RainNews, built to assuage fears over recent doom-and-gloom media coverage. A quote from Goldstein’s opening: “If you are reading the headlines about podcasting, you might be a little nervous. There has been a lot of confusing and contradictory chatter about what the drop in new podcasts in 2022 means. Has the podcast bubble burst? Are podcasts on the way out? Not likely.”The piece puts to bed the air of uncertainty as recent reports show a decrease in active podcasts. Goldstein points to the marked increase in podcast production at the beginning of the pandemic, along with air fryer sales, used car sales, and views for cooking videos on YouTube. Now the https://www.youtube.com/watch?v=5Ay5GqJwHF8 era of podcasting is over. Companies can no longer invest with the philosophy of “if you
Wed, February 08, 2023
Sounds Profitable’s 2023 Roadmap
It’s 2023! Sounds Profitable has a whole new look, some new team members, and we’re looking ahead towards a year packed with value for the audio and podcasting industries.Links: Bryan Barletta Arielle Nissenblatt Manuela Bedoya The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta and Arielle Nissenblat t Sounds Profitable Theme written by Tim Cameron Edited by Reece Carman and Ron Tendick Assembled by Spooler Media Hosted on Omny Studios Additional help from Gavin Gaddis
Tue, February 07, 2023
Can Spotify Make Streaming Ad Insertion Stick?
This week Bryan Barletta discusses Spotify's streaming ad insertion, what it means for their future, and how it could better the podcast industry overall. Credits: Written by Bryan Barletta Edited by Tom Webster Produced with Spooler.fm Hosted with ART19 Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .
Thu, February 02, 2023
Podcast Ad Buyers Yet to See Slowdown & 3 other stories
This week: Podcast Ad Spend Isn’t Slowing Down, IAB CEO Airs Beef with Apple, Several podcast companies are hiring, Brands Seek Alternatives Amidst Digital Clutter, and an updated edition of The Podscape is live. Open Podcasting PositionsManuela:In light of recent layoffs in the podcasting space, we would like to take a moment at the top of the show to highlight some companies that currently have positions seeking applicants. JAR Audio is hiring a full-time Audience Growth Specialist Wondery is currently hiring seventeen full-time positions, 15 in the US and two in their UK office in London. And Magellan AI is currently hiring for the positions of Account Executive, Measurement Success Manager, and Sales Development Representative.Podcast ad buyers have yet to see a slowdown Shreya: Yesterday, Digiday’s Sara Guaglione published a piece detailing how solidly podcasting has handled the much-debated recession. But to get to the good, we gotta hit the bad. As Guaglione points out, ad spending overall has taken a hit recently. Last week Insider Intelligence writer Arielle Feger reported ad spending in the US fell 12.1% in December , making it the sixth consecutive month ad spend has gone down. Insider Intelligence has cut five billion from their 2023 US digital ad spending forecast, bringing it down to 278.59 billion. Now for the good news; Guaglione is finding that decline hasn’t sunk into podcasting. Four buyers spoke with Digiday and report their client’s budgets aren’t getting cut, and they see an increase in podcast ad spend. Employees of Horizon Media, Ocean Media, and CMI Media Group report increased spending on podcast ads, often from clients who are backing down on ad spend in other forms of media. The piece reconciles increase in ad spend with recent industry layoffs, cancellations, and cost-cutting with a proposal from Elli Dimitroulakos, Acast’s global head of ad innovation: production houses are shifting away from multi-million dollar minimum guarantee signings. As headline-grabbing pandemic deals begin to end, small-to-midsize podcast inventory rises to take its place with inviting prices. “The buyers Digiday spoke with said there is plenty of ad inventory available despite the recent reports that investment in new and existing shows may be de
Wed, February 01, 2023
Marketecture Feed Drop: Podcast Ad Tech for Dummies
This week Bryan brings you a feed drop from Marketecture.tv, featuring his interview with Ari Paparo. This episode marks the beginning of a partnership between Marketecture and Sounds Profitable! Look forward to interviews conducted by Bryan himself in future on official Marketecture channels, as well as Sounds Profitable DeepDives on the Sounds Profitable YouTube channel. From the original description: In this conversation with Ari Paparo, Bryan Barletta provides an overview of the audio advertising industry and its enabling technologies. After providing a level set on the size and maturity of the podcast ad vertical, he describes the mechanics of audio ad buying, serving, and measurement. Bryan also discusses the market dynamics in the podcast space, led by enterprise players like Spotify, IHeartMedia, and Triton Digital which operate their own ad tech platforms.
Tue, January 31, 2023
It's Right There In Front Of You
This week Tom Webster demonstrates how even seemingly small pieces of data can have big implications if given the right context and a story. Credits: Written by Tom Webster Edited by Bryan Barletta Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, January 26, 2023
Spotify Lays Off Six Percent Of Workforce And 6 Other Stories
This week: Spotify layoffs, TikTok Podcasts feature spotted in the wild, exclusivity deals seem to be losing luster, and Buzzsprout launches premium subscriptions. Spotify lays off six percent of workforce. Manuela: We start today on a dour note, but it’s the largest story to happen this week and bears covering. This Monday Spotify CEO Daniel Ek announced the company is downsizing six percent of its workforce. Chief Content and Advertising Business Officer Dawn Ostroff is also leaving the company. https://variety.com/2023/digital/news/spotify-layoffs-dawn-ostroff-exiting-1235499118/ does the math on what six percent actually means. “The layoffs will eliminate nearly 600 jobs; Spotify most recently reported having 9,800 full-time employees worldwide as of Sept. 30. The company estimated that it will incur approximately €35 million-€45 million in severance-related charges.” In the https://podnews.net/update/spotify-job-losses , editor James Cridland notes that in addition to the layoff announcement, Spotify’s job website has removed all open full job positions. As of this writing the site only has 23 open positions, all of which are internships. From Spangler’s article: “Employees who are getting laid off will on average receive about five months’ salary in severance payments, per Ek’s memo. In addition, all unused vacation time will be paid out to any departing employee, and all terminated employees will be eligible for outplacement services for two months.” Ostroff was a big name behind a lot of Spotify’s big-ticket podcasting acquisitions. Between her departure and the overall downsizing, this news seems to signal Spotify is down-shifting into treating podcasts like it has treated music. It’s not necessarily the end of Spotify expanding into podcasting, but they likely will be focusing on expansion without owning content. New TikTok Podcast feature appears Arielle: Last Wednesday https://www.businessinsider.com/tiktok-testing-podcast-tool-feature-for-background-listening-2023-1 published new details in the months-long windup to TikTok officially getting into podcasting. As covered as far back as the October 10th episode of The Download, there has been a breadcrumb trail of evidence the social media platform has intentions of launching some form of podcast listening application. In December of 2021 TikTok users were prompted to complete a survey gauging user interest in both listening to podcasts and creating podcasts. In May a trademark was filed for an application called TikTok Music, which listed podcasts as a form of audio that could be played in-app. Then, this last October, Podnews got word bots as
Tue, January 24, 2023
My Three Favorite Data Points of 2022
Tom took a look back on all of the great research that was done at Sounds Profitable in 2022 and came up with a handful of the most impactful data points. Here are his three favorite data points from 2022! Credits: Written by Tom Webster Edited by Tom Webster Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, January 19, 2023
Podcasting’s Recession Era And How Podcasters Are Approaching It And 4 Other Stories
This week: Opportunity in Kids podcasting as recession looms, Podcasting’s ‘recession era’, some audio publisher’s teams still growing in 2023, and Paul Riismandel joins Signal Hill Insights. Podcasting’s Recession Era and how podcasters are approaching it. Manuela: This week our first segment is going to cover a variety of articles centering around an overall theme: podcasting’s reaction to the recession in early 2023. To kick things off, we continue a throughline of covering how the Kids & Family category has quickly evolved into a juggernaut. Over the first half of 2022 the genre made itself known as a force to be reckoned with over several big deals and signings. Now as the recession looms, along with doom-and-gloom articles about said recession, big-name deals are becoming more scarce. Tumble Media CEO Lindsay Patterson has worked in kids podcasting for years and likens the 2022 surge to being invited to a party late. Kids & Family has arrived just in time to find the host is taking down the decorations. From her January 11th Medium post : “With a general pullback on spending on podcasts, it’s likely that companies will be hesitant to invest in strategy and content for kids, who require a new approach to audience development and monetization. It’s a different model than “grownup” podcasts. But the good news is kids’ podcasts may be a welcome guest at other parties — and in many other industries. There are choices. Nay, there are opportunities.” Patterson proposes Kids & Family’s relative newcomer status to the wider industry leaves it plenty of unpursued avenues that are already well-tread ground for others. Her article touches on concepts like adapting existing kid-friendly IP to podcasts and pursuing new platforms. Interestingly, she points to nonprofits, grants, and research studies as potentially viable funding paths. Patterson speaks from experience, having partnered Tumble Media with a non-profit organization to win a grant. The partnership has been funded to spend three years studying how both listening to and making podcasts can engage blind and sighted students in the classroom. “In a way, the warnings and scrutiny of the podcast industry makes me more optimistic than ever before about the kids’ space. We can take a clear eyed look from the outside, and see how kids’ podcasts can and should be better.” Patterson’s suggestions of creativity and adaptability come at a good time for smaller creators, as even larger presences in podcasting are beginning to feel the effects of hiring and investment freezes. This Wednesday the Hollywood Reporter published a piece by J. Clara Chan titled “Podcasting’s Recession Era: Dealmaking Gets More Selec
Tue, January 17, 2023
The New Sounds Profitable
We’re off to the races in 2023, and we’re taking you with us. Credits: Written by Bryan Barletta Edited by Bryan Barletta Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, January 12, 2023
Megaphone has Weekend of Outages & 8 Other Stories
This week: Megaphone’s weekend of outages, AdvertiseCast Publishes average CPM of 2022, Apple debuts Delegated Delivery, a software engineer teases adblock for iTunes, and The Podscape 2023 is live. Megaphone has Weekend of Outages Manuela: We start from a story from the holiday break. On Monday, December 19th, https://podnews.net/update/flemish-podcast-platform on a weekend of outages for Megaphone. According to Megaphone documentation, the outage started sometime before 11am Eastern on Saturday the 17th for producers. https://status.megaphone.fm/history : “We are currently investigating an issue that is impacting content delivery. During this time end listeners most likely will not be able to download podcast episodes. We are working to fix this currently.” Within two hours the case was updated to reflect the playback issue. At 10am the following day a second outage started, this time as a “podcast playback” issue that ran for over 12 hours, leaving megaphone podcasts effectively offline until 11:56pm Eastern. One of the larger major hosting platform outages of the year. This incident marked the sixth time in 2022 Megaphone was temporarily unavailable to podcast listeners. AdvertiseCast Publishes Final Podcast Advertising Rates of 2022 Shreya: AdvertiseCast rang in the new year with a January 1st update to their monthly AdvertiseCast Marketplace Podcast Advertising Rates. A quote from AdvertiseCast CRO Dave Hanley https://podnews.net/press-release/advertisecast-dec-22 “2022 was a breakout year in podcasting. Podcasts have become mainstream with explosive growth among younger and more diverse audiences who are embracing niche genres and new ways of listening.” December’s overall average CPM was $23.57, a 4% drop month-on-month. With this new information, AdvertiseCast now has the data to generate an overall average for the year. The average CPM for podcasts in AdvertiseCast’s observed population was $23.87 for a sixty-second ad spot, a 2% increase from 2021. The three highest-CPM categories in December were, in ascending order, Business, Education, and Technology, with Technology podcasts pulling an average CPM of $27. Software dev wants to make podcast ad blocker, charge money for it. Manuela: Last week a Portland, Oregon-based software engineer Micah Engle-Eshleman announced his intentions to build something that, if fully developed, would change the industry: https://www.adblockpodcast.com/ . From adblockpodcast.com: “Finally, a podcast app that skips ads! Adblock Podcast detects and skips ads on all iTunes podcasts.” While light on concrete information, the project appears to be a web-based application
Tue, January 10, 2023
Acquisitions & Funding - 2022 Podcast Industry Overview
Join Bryan in kicking off this year with a review of the notable acquisitions and fundraising that happened in 2022. Credits: Written by Bryan Barletta Edited by Bryan Barletta Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Tue, December 20, 2022
Three Reasons Podcast Creatives Should Embrace, Not Fear, The Role of AI
ChatGPT and other new forms of chatbot are already able to credibly write like humans, and it’s getting harder to tell who - or what - writes any given blog post. This week, Tom explains why this is a good thing for podcast creatives, and not the apocalypse. Credits: Written by Tom Webster Edited by Tom Webster Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, December 15, 2022
Amazon Pushing Podcasts Offline & 5 Other Stories
This week: Amazon advertises podcasts offline, Twitter dissolves its Trust and Safety Council, Automakers phasing out AM radio, and a roundup of new research published this week. Amazon pushing podcasts offline. Manuela: This Monday Podnews covered Amazon Music’s new physical-space advertising campaign for their Best of 2022 podcast selections. The best-of collection has prominent placement on the front page of Amazon Music, and now the streamer is promoting it in England and France. From Editor James Cridland’s coverage: “In London, ads will be appearing for the next two weeks promoting ten of the top podcasters. The company also carried audio ads within the Wondery network for the chosen podcasts, and produced social media assets.” The ads in London primarily take the form of projected billboards on blank brick walls, along with a more traditional advertisement for the podcast +44 on a digital billboard in Waterloo station. In Paris, poster-sized digital placements for Amazon podcasts were spotted at Gare du Nord, the busiest train station in Europe. Twitter Trust and Safety Council Dissolved Arielle: Continuing the trend of a lot happening in a short amount of time at Twitter, the social media giant has dissolved its Trust and Safety Council. Originally booked to meet this Monday, members of the council told the Financial Times the meeting was canceled via email with only an hour’s notice. From Dave Lee’s reporting: “The council was created in 2016 to solicit advice from dozens of experts and external organisations on how Twitter should tackle harassment, mental health issues and child exploitation, as well as suicide prevention. But in a note sent to members on Monday, the social media company said the council was no longer the “best structure” to gain outside insights on its policies.” The dissolution of the council comes four days after three prominent members resigned, citing concerns over the leadership of new Twitter owner Elon Musk. From the trio’s group statement: “We are announcing our resignation from Twitter’s Trust and Safety Council because it is clear from research evidence that, contrary to claims by Elon Musk, the safety and wellbeing of Twitter’s users are on the decline.” One of the largest social media platforms has quickly become a problematic place for advertisers. Meanwhile, as data from the new Sounds Profitable study Safe and Sound attests , podcasting is uniquely positioned to welcome them to a br
Thu, December 15, 2022
Brand Safety, Suitability, and Podcasting’s Superpower
Brand Safety and Suitability are among the hottest topics in podcasting. But how do the listeners feel? That’s Tom’s topic in this week’s Sounds Profitable. Credits: Written by Bryan Barletta Edited by Bryan Barletta Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Wed, December 14, 2022
Centering Outside the Safety of RSS
Building an app for podcast listeners is a tough sell in this world where Spotify and Apple are so dominant. But Realm has been in the game for a while and have a dedicated fan base – both of the app they launched years ago and the content that’s contained therein. In this episode, Bryan Barletta speaks with Rachel Prisock, head of data and engineering at Realm, about building, maintaining, and utilizing the app as an audience engagement and measurement tool. Listen to learn about: How Realm got its start in podcasting Why the app model works for Realm (but isn’t as successful for other publishers) How Realm might evolve Realm’s strategy for partner content The role of the Super Fan in their strategy Links: Bryan Barletta Arielle Nissenblatt Rachel Prisock Realm The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta and Arielle Nissenblat t Sounds Profitable Theme written by Tim Cameron Edited by Reece Carman and Ron Tendick Assembled by Spooler Media Hosted on Omny Studios Additional help from Gavin Gaddis See omnystudio.com/listener for privacy information.
Thu, December 08, 2022
Sounds Profitable Publishes Brand Safety and Suitability Study Safe and Sound & 7 Other Stories
This week: Sounds Profitable publishes brand safety and suitability study, Edison publishes top podcast networks by reach, Libsyn unveils November 2022 podcast advertising rates, Spotify unveils its top five podcasts in Wrapped, and GroupM and Magna predict a ‘durable’ ad market next year. Sounds Profitable publishes brand safety and suitability study Safe and Sound Manuela: We begin today’s show with something close to home. Yesterday Sounds Profitable debuted its latest research project, Safe and Sound . The first-ever study of brand safety and suitability from the listener’s perspective. “Safe and Sound surveyed a representative sample of 1093 podcast listeners to find out what they consider ‘offensive,’ what they are tolerant of, and how they view the brands that support podcast content when it pushes their boundaries.” The study delivers a wide range of findings, ranging from bombshells like the idea political ads are unpopular with audiences - regardless of political party - to taking the temperature of what audiences consider most offensive. Spoiler alert: people dislike racist language. That said, it looks like offensive content might not be as toxic to a podcast’s overall image as initially assumed. When asked how they felt about brands that advertise or sponsor a podcast where a guest or host said something offensive or uncomfortable, an average of 30% of respondents said their feelings about the brands had not been changed. When presented with the situation of a podcast someone regularly enjoys having an uncomfortable or offensive episode, 49% of respondents said they would stop listening to that particular episode but continue listening in general, while 31% said they’d continue listening to the outlier episode regardless. The data suggests podcast-listening audiences take a more holistic approach to offensive content on podcasts they already have a relationship with. In general, listeners appear to not hold a single out-of-character episode against a podcast they’re familiar with. Edison Top Podcast Networks Shreya: This Tuesday Edison Research published the Q3 edition of U.S. Top Podcast Networks, by Reach . Listeners of The Download might remember Spotify took the lead back in Q2, just edging out SiriusXM Media. This last quarter SiriusXM has overtaken Spotify and returned to the top, leaving the top five at SiriusXM Media, Spotify, iHeartRadio, Audioboom, and NPR, with Wondery eyeing the top five from sixth place. From the Edison blog post: “Within the top ten, the biggest jump in rank goes to Wondery/Audible/Amazon Music, up two rank positions, propelled in part by their acquisitions of major shows like Morbid and My Favorite Murder. Bubbling below the top ten, WarnerMedia gained three lev
Thu, December 08, 2022
A DeepDive Retrospective
Just what is a Sounds Profitable DeepDive, and what have they covered this year? What drove Bryan Barletta to create them in the first place? Read on to find out. Credits: Written by Bryan Barletta Edited by Bryan Barletta Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, December 01, 2022
Samsung Free App Issue Causes Spike In Downloads & 7 Other Stories
This week: Samsung Free app issue causes spike in downloads, Transistor joins email spam prevention movement, How streaming TV is bracing for the recession, and Spreaker debuts two new offerings, one of which sounds like a cool robot. New auto-playing Samsung app spikes downloads. Manuela: Our top story this week, fitting for a holiday weekend, is one of collaboration and teamwork against all odds. Last week Samsung launched the Listen tab on Samsung Free, a media streaming app pre-installed on every Samsung Galaxy smartphone. When clicked on, the Listen tab would open a full-screen player with a three second timer. If not manually stopped within the three seconds, the app would begin to auto-play segments of featured podcast episodes, with each episode in the queue pre-downloaded for instant play. This auto-downloading and auto-listening lead to podcasters seeing a sudden spike of listens coming from the Dalvik user agent. Like something out of a heartwarming holiday special, the podcasting community came together on a long weekend to work together and solve the problem. In the Sounds Profitable Partners Slack channels, employees of Audioboom, Triton, Spreaker, and others jumped into threads to discuss how to handle the issue. James Cridland’s Monday edition of the Podnews segment The Tech Stuff details why a download spike from Dalvik isn’t necessarily an easy fix. Cridland says: “Some podcast hosting companies have blocked the “Dalvik” useragent entirely. However, blocking Dalvik - even with the Samsung model numbers - will also block, among other things, Google News’s audio player, which uses an identical audio useragent. At least one app powered by Podcast Index also uses this generic Dalvik useragent along with PodcastAddict, and Indian podcast app Gaana also retains Dalvik in its useragent.” Luckily, there’s a happy ending to this Thanksgiving story. Multiple employees on a holiday weekend managed to get the attention of Samsung, a company only just now entering podcasting, and get the problem fully solved. According to Podnews reporting, Samsung Free content partner Acast has since demonetized any traffic from the Dalvik user agent, and a fix to the app to prevent any future download spikes is set to be published soon. What could have been a massive headache for many people was quickly resolved fully without any half-measure bandage fixes, all on a holiday weekend, thanks to the cohesiveness of the community. That we can certainly be thankful for. Transistor joins email spam prevention movement. Shreya: Back on November 3rd we covered Buzzsprout’s announcement that they were removing email addressed from podcast RSS feeds. Presented as the company ‘fighting back against email spam,’ Buzzsp
Wed, November 30, 2022
Why CPA Ads are a Win-Win, Running a Podcast Like a Business, and More with Amanda McLoughlin
Multitude Productions has an impressive array of podcasts, resources, events, and more going for them. In this episode, Bryan Barletta speaks with Multitude CEO Amanda McLoughlin about building the company, how they handle relationships with advertisers, scaling, and so much more. Listen to learn about: (5 bullet points) Why Amanda believes CPA ads are a win-win The Multitude Podcasting Conference How Amanda and team build engaged audiences Why Multitude can’t scale tenfold (but maybe that’s a good thing) Links: Bryan Barletta Arielle Nissenblatt Amanda McLoughlin Multitude Productions The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta , Arielle Nissenblat t Sounds Profitable Theme written by Tim Cameron Additional support from Gavin Gaddis Compiled by: Spooler Media Edited by: Reece Carman and Ron Tendick Hosted on: Omny Studios See omnystudio.com/listener for privacy information.
Tue, November 29, 2022
Creating Podcast Subscription Awareness
This week, Bryan comes at things from a different perspective, specifically that of the ways that the podcaster and audience interact. From how we convert a follow to a subscriber, to weighing and prioritizing each subscription solution from both the podcaster and listener perspective, and most importantly to exploring the upper limits of what we can accomplish under a subscription offering. Credits: Written by Bryan Barletta Edited by Bryan Barletta Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Tue, November 22, 2022
The Current State of Subscription Podcasting
This week on the Sounds Profitable Deep Dive, Bryan Barletta is joined by SoundStack CEO Jon Stephenson to embark on a three-part journey through what the audio-as-a-service company has to offer. Tune in to learn how the SoundStack platform makes podcast hosting/distribution, broadcast-to-podcast, and monetization really simple. Credits: Written by Bryan Barletta Edited by Bryan Barletta Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, November 17, 2022
Apple Podcasts is using machine learning to tag episodes and 7 other stories
This Week: Apple Podcasts is using machine learning to tag episodes, IAB to require annual recertification, Edison Research shares Share of Ear Q3 statistic, and Headliner announces automated YouTube integration. Bumper Discovers Apple Podcasts Assigns Topics Automatically. Manuela: This Tuesday Bumper co-founder Dan Misener posted a new discovery that explains how Apple Podcasts can recommend individual podcast episodes based on topics discussed. The example Misener uses is an episode of Today, Explained which, if one opens the web page source on Apple Podcasts, is tagged with twenty topics ranging from broader concepts like ‘world politics’ to individual names of celebrities and politicians mentioned in the episode. The catch? Those keywords and topics do not appear anywhere in the episode description or RSS feed. The only way to assign them to that particular episode is a transcript. From the article: “Here’s my best guess: Apple is using machine-generated transcriptions, then applying natural language processing techniques like topic modeling to generate lists of relevant topics on an episode-by-episode basis.” According to Misener’s reporting, the current top 250 podcasts on Apple Podcasts consists of 70,094 episodes. Approximately 63.5% of those episodes are currently tagged with topics generated by Apple. “Here’s my best guess: Apple is using machine-generated transcriptions, then applying natural language processing techniques like topic modeling to generate lists of relevant topics on an episode-by-episode basis.” The topics are also ranked with a per-episode relevance score and appear to be integrated into the Apple Podcasts search function. Misener tested this by searching the phrase ‘war in Donbass,’ which he had seen as a tag on Today, Explained. Apple Podcasts returned an episode of The Inquiry that discusses the issue at length, but also does not specifically include those keywords in the title or description. This suggests the assigned topics influenced its search ranking. As Misener says in his breakdown of what this means for podcasters, the implications of this automated topic system are numerous and all signal better relevancy in podcast discovery. SEO now goes far beyond what they chose to include in RSS feeds. In response to the Bumper article, https://podnews.net/article/apple-topics . Visitors can type in the name of a podcast and choose one of the 20 most recent uploads to see what topics Apple has assigned. That is, if it has been assigned any at all. Unfortunately the Sounds Profitable feed has not been fed through their machine learning, so we don’t know what Apple thinks last week’s episode of The Download is about. IAB to require annual recertification. Shreya: Last Thursday Podnews reported the Interactive Advertising Bureau is now requiring annual re-certification from podcasting companies. The information came from a note Podnews
Tue, November 15, 2022
Podcasting, Audiobooks, And The Third Thing
Podcasts and Audiobooks are crossing the streams of spoken word content - what else is possible? This week, Tom Webster looks at ideas for hybrid non-fiction content that could open up whole new sources of revenue. Credits: Written by Tom Webster Edited by Tom Webster Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, November 10, 2022
Why Sports Podcasts Could Be a Slam Dunk for Advertisers... & 6 Other Stories
This week: Why sports podcasts are a slam dunk for podcast advertisers, our quarterly earnings roundup, how the buy-side of advertising defines ‘premium’ content, how podcast advertisers are embracing Latino podcasting, and Netflix launches their ad-supported tier. Why sports podcasts could be a slam dunk for advertisers who know how to navigate the in-demand space Shreya: There’s no denying the synergy of sports and advertisers during regular game seasons, but a new article from MarketingBrew’s Alyssa Meyers highlights how podcasts can easily fill that gap the rest of the year. “The sports podcast genre is among the top five most popular in the US, according to Edison Research, and the percentage share of ad revenue for that category more than doubled from 2020 to 2021, according to the Interactive Advertising Bureau.” Several of Meyers’ sources stress that sports is one of the most in-demand podcast genres for ad buyers. Steven Abraham, president of the Oxford Road, said the agency’s biggest clients are interested in the space due to its reach with an active and engaged audience. “A good sports-podcast media plan includes both, according to Abraham. Major shows that cover entire leagues or sports news in general can provide the benefit of reach, but fan-led shows that focus on specific teams tend to be more targeted and affordable, he said.” Regardless of a show’s popularity, the CPM of a sports podcast has the benefit of flexibility even in the off season. Locked On Podcast Network CEO David Locke reports listenership spikes more during off-season times like trade deadlines than during important games during the normal season. Traditional media has spent decades refining their infrastructure around courting sports fans when players are on the court. Podcasting has the flexibility and staying power to capitalize on sports fandom’s dedication for their favorite pastime and make sporting content a perennial avenue for advertisers. Podcasting Companies Post Q3 Earnings Manuela: It’s time for what’s becoming a quarterly event here on The Download: quarterly earnings reports are here! Most of what we’re reporting on today has been released in the past week, but in the interest of gathering everyone together, we’ll open with Spotify. As we covered back in October , Spotify shares dipped after their earnings call, in which CEO David Ek announced price increases coming in 2023. In good news for Big Green: they report 456 million monthly active users , up
Wed, November 09, 2022
Is It Time To Rethink Promo Codes?
What’s the episode about: If you’re a long time podcast listener, you’re probably familiar with promo codes. In this episode, we discuss how impactful they really are. And, is it possible that they could have even more impact for listeners, publishers, and advertisers? Tom Webster proposes an upgrade. Arielle Nissenblatt and Bryan Barletta are here to discuss with it with him. Listen to learn about: A promo code that’s been living rent free in Arielle’s head for 5+ years Why promo codes work for publishers A possible upgrade to the promo code system we know and love Whether or not this potential upgrade would be as impactful for advertisers as it would be for publishers and listeners How this discussion ties into our recent research studies , After These Messages and We’ll Be Right Back Links: Bryan Barletta Arielle Nissenblatt Tom Webster Article discussed The Download Sounds Profitable: Narrated Articles SquadCast Podsights Credits: Hosted by Bryan Barletta , Tom Webster , Arielle Nissenblat t Sounds Profitable Theme written by Tim Cameron Produced by: Reece Carman and Ron Tendick Assembled by: Spooler Media Hosted by: Omny Studio See omnystudio.com/listener for privacy information.
Tue, November 08, 2022
Radio's Seven Warnings For The Podcast Industry: Part 2
This week, Tom continues his thoughts from last week about what Podcasting can learn from Radio’s worst mistakes. Credits: Written by Tom Webster Edited by Tom Webster Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, November 03, 2022
Amazon Music Adds Entire Music Catalog, Ad-Free Podcasts & 6 Other Stories
This week: Amazon Prime users get ad-free podcasts and music, Buzzsprout combats email spam, new ad placements at Apple cause brand safety issue, and a roundup of the three new podcast research studies. Amazon Music adds entire music catalog, ad-free podcasts. Manuela: On Tuesday David Pierce, writing for The Verge, covered the changes coming to Amazon Prime subscribers. Previously, Amazon Prime members had access to a limited batch of 2 million songs from Amazon Music’s extensive library. Now they have access to all 100 million songs in a limited shuffle-only capacity, similar to how a Spotify free account currently works. The big change makes the Amazon Prime music offerings comparable to a free Spotify account. However, Amazon Prime members also get ad-free access to a fair few major podcasts. This includes podcasts produced by Amazon-owned companies like Wondery, as well as podcasts produced in partnership with outside companies, including NPR, ESPN, and the New York Times. “Amazon is also working on podcast discovery. It’s rolling out a new feature called Podcast Previews, which seems to be something like trailers for podcast episodes. You’ll be able to listen to “a short, digestible soundbite” before deciding to dive into an episode, which Amazon thinks could help discovery.” Pierce says the feature is billed as being “swipeable” and summarizes it as ‘Tinder for podcasts.’ Sounds Profitable asked several large publishers and hosting platforms for their percentage of downloads from Amazon Music. All were below 1% of monthly volume. Giving Amazon’s over 250 million Prime subscribers ad-free access to podcasts might bring that percentage up soon. In addition to the Prime members, those who pay the $9 monthly subscription fee for Amazon Music Unlimited but do not have Prime get access to the ad-free podcast listening and Podcast Previews tool. Buzzsprout ‘fighting back against email spam.’ Shreya: This Monday, Buzzsprout posted a short update announcing a significant update to how they’re distributing RSS feeds. “Email spam has increasingly become an issue for podcasters. Spammers and bots routinely scrape RSS feeds to collect podcasters' email addresses and send them junk emails.” The inclusion of a producer’s email in the RSS feed has been a mixed bag in recent years. As Buzzsprout says, making it easily available leaves the door open for companies scraping data to create massive databases of email addresses specifically to cold-call in hopes of selling something relevant to podcasters. On the other hand, anyone who has produced a podcast knows the RSS email is an integral part of the process, with many platforms sending an email to that address with a verifica
Tue, November 01, 2022
Radio's Seven Warnings For The Podcast Industry: Part 1
This week we kick off a two part series on the lessons that podcasting can take from radio's struggles. Credits: Written by Tom Webster Edited by Tom Webster Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, October 27, 2022
How Podcast Networks are Making Their Own Rules for Political Advertising & 5 Other Stories
This week: A birds-eye view of how podcasting is doing political ads this year, Spotify stock drops after announcing price increase, podcast companies discuss diversity at Advertising Week and the IAB Upfront, and a massive new Nielsen study shows podcast ads universally boost brand metrics. How podcast networks are making their own rules for political advertising—and how they differ from one another. Manuela: Midterm elections are approaching fast in the United States and that means political ads are on the rise. This Wednesday MarketingBrew’s Alyssa Meyers published https://www.marketingbrew.com/stories/2022/10/26/how-podcast-networks-are-making-their-own-rules-for-political-advertising?mid=4afb33bb7ffe284d840660fb3604ff60. “Political advertisers, including candidates and advocacy groups, have expressed interest in podcasts, according to several network execs, but not all networks want to play ball. And because the FCC doesn’t regulate political ads in podcasting, the rules are left entirely up to platforms and networks.” iHeart, Wondery, and Vox declined to comment on Meyer’s story, but those that did gave a wide variety of responses and opinions. Cadence13 has always been open to political ads, for instance. That said, the decision on whether or not to run any particular cause or campaign is left to the individual hosts of Cadence13 original podcasts. Spotify has flipped the switch to allow political ads again, having banned them after accusations of spreading disinformation during the 2020 presidential election. Curiously, both Apple Podcasts and Google Podcasts do not directly mention political advertising in their ad policies. Due to government regulations, NPR cannot run political ads on terrestrial radio. CEO Gina Garrubbo told MarketingBrew NPR chooses not to run political ads on other platforms. Meyers continues: “Execs from other podcast networks told us they’re starting to see increasing interest from political candidates and issue-based organizations, and though they’re open to these opportunities, some don’t have formal policies in place yet.” Shira Atkins, co-founder and CRO of Wonder Media Network, has taken the approach of allowing political ads but only as part of sponsored content or via baked-in host-read. She says the network has gotten pitches from PACs and candidates, but some have blanched at the idea of handing over creative control to a host instead of running an ad produced by the campaign. “While political ad dollars aren’t flooding the podcast space the way they are CTV, as the industry continues to grow, its political ad policies will likely continue to evolve and solidify, even if they differ across networks.” If there’s one clear consensus in the world of political advertising on podcasts, it’s that there currently is no co
Wed, October 26, 2022
Two Years Later
What’s the episode about: Arielle Nissenblatt chats with Sounds Profitable partners Bryan Barletta and Tom Webster about the two year anniversary of Sounds Profitable. Learn about our content initiatives, our research, our partnership opportunities, and how you can get involved at every stage. Listen to learn about: What it means to be a Sounds Profitable partner Where we think Sounds Profitable will be in another two years Our upcoming research initiatives AKA what we’ll be exploring next The next iteration of The Creators, our research study about podcast creators How you can best utilize Sounds Profitable’s resources for continuing education within your company Links: Bryan Barletta Arielle Nissenblatt Tom Webster Article discussed The Download Sounds Profitable: Narrated Articles SquadCast Podsights Credits: Hosted by Bryan Barletta , Tom Webster , Arielle Nissenblat t Sounds Profitable Theme written by Tim Cameron Produced by: Ron Tendick and Reece Carman Assembled by: Spooler Media Hosted by: Omny Studio See omnystudio.com/listener for privacy information.
Tue, October 25, 2022
Where Your Podcast Plays Matters More Than You Think
What does it mean that several podcasts paid to have their podcasts downloaded in a mobile app? Let’s break down the issue at hand, where things went wrong, and what we as an industry can do to solve it. Credits: Written by Bryan Barletta Edited by Bryan Barletta Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, October 20, 2022
TikTok spotted scraping podcast feeds & 8 Other Stories
This week: TikTok spotted scraping podcast feeds, YouTube launches audio ads and host-read ad service, Internet radio platform Live365 to distribute through TuneIn On Air, the Spoken Word Audio Report debuts next week, and Digiday research shows publishers are warming more to programmatic. Evidence suggests TikTok to explore podcasts. Manuela: TikTok is coming to podcasting, or at least it looks to be that way from the breadcrumb trail of hints the company has left behind over the past year. Most recently, in Monday’s edition of Podnews , James Cridland reported podcast hosting company Audiomeans has spotted a “new bot that is scraping our feeds, starting October 11th.” The host also provided Podnews with details about the bot scraping their feeds that ties it back to TikTok. Back in May the social media giant registered a trademark for a new service titled TikTok Music, which happened to include a provision for podcast content. Further back still, in the last week of December 2021 all TikTok users got a notification prompting them to take the ‘TikTok Podcast experience survey’ that collected listener-focused data, as well as audience metrics if the person filling it out identified as a producer. With questions like “if TikTok is going to launch a podcast feature, which of the following do you think will lead to a positive podcasting experience?,” it’s no surprise we’re seeing signs they’re building something podcasting related almost a year later. YouTube launches audio advertisements, service for host-read podcast spots. Arielle: This Monday YouTube announced a launch of audio-only ads, including ways to allow advertisers to specifically target podcasts, music, and those using connected TVs. This feature was beta-tested in 2020 but has now gone live globally. Sheila Dang covered the announcement for Reuters . “The streaming video platform said it will expand audio advertising globally to allow brands to market to people who use YouTube to listen to music or podcasts.” It should be noted, as of this writing the YouTube podcasts homepage is still unavailable outside the US, though the announcement of global audio ads suggests this will change soon. Then on Tuesday MarketingBrew’s Alyssa Meyers covered further development on the story as You
Tue, October 18, 2022
What Does the Competitive Landscape for Podcasting Really Look Like?
There are around four million podcasts in the world today - but how many are you actually competing with? The answer is much smaller than you might think. Credits: Written by Tom Webster Edited by Tom Webster Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, October 13, 2022
ESPN Nears Large New Partnership With DraftKings & 6 Other Stories
This week: ESPN to potentially partner with DraftKings, Podcasting unions make headlines, Netflix confirms two independent measurement companies, advertisers reflect on 2023 spend, and two new podcasting hosts arrive in the US. ESPN Nears Large New Partnership With DraftKings Manuela: Last Thursday Ed Hammond and Crystal Tse of Bloomberg covered an anticipated deal between ESPN and sports-betting firm DraftKings. According to an update to the piece, DraftKings’ stock rose as much as 8.8% in response to the news on Friday. “ESPN has already invested heavily in sports gambling, though it has steered clear of taking actual bets. The broadcaster has betting-related shows such as Daily Wager and marketing deals with DraftKings and Caesars Entertainment Inc. where links to the sportsbooks are integrated into ESPN’s website. Disney also acquired a stake in DraftKings as part of its acquisition of Fox’s entertainment assets in 2019.” Disney has long avoided gambling in pursuit of upholding its wholesome family image. As Bloomberg points out, none of the Disney cruise ship fleet have casinos aboard, nor are Disney characters licensed to slot machine manufacturers. Clearly, their attitudes appear to be changing as they search for a sports betting partner for ESPN. Sean Russo, Research Manager of Magellan AI, offered this when asked about the growth of sports betting and adjacent categories: “As of August, the Fantasy Sports industry is up 22% year to date, although historically spending in the industry has peaked in September. Last year spend more than doubled between August and September, primarily driven by brands like Fanduel and DraftKings” ESPN is a major podcast network and sports betting, as well as its cousins like fantasy sports, continue to climb in popularity. If this deal comes to fruition, it could be a big deal indeed. Podcasting gains new union, hears from two recently affected by Spotify layoffs. Shreya: In this first segment we have two stories fitting in a theme of organized labor in podcasting. Last Tuesday, Audacy’s Pineapple Street Studios announced last Tuesday that roughly 75% of their proposed bargaining unit signed up to officially join WGA East. Ashley Carman reported for Bloomberg: “The employees said they’re looking for increased transparency around pay, rights to their intellectual property, protection against favoritism at work and improved health insurance, according to the letter.” Later in the week, the utility of unionizing was highlighted when Spotify pruned their walled garden. Last Thursday <a href="https://techcru
Tue, October 11, 2022
Does Podcasting Have an Ad Frequency Problem?
As interest in podcasting continues to surge, so does the expectation that podcasting adheres to norms established in other advertising channels. Today, frequency capping takes the center stage. Podscribe DD: https://soundsprofitable.com/article/podscribe Thoughtleaders: https://soundsprofitable.com/article/thoughtleaders-intelligence Sounds Profitable Podscribe A deep dive into Podscribe: critical intelligence for podcast advertisers. Dec 17th, 2020 Sounds Profitable ThoughtLeaders Partner Intelligence Solution Elsie Bernaiche, Director of Sales at ThoughtLeaders, joins us for our latest product deepdive into the ThoughtLeaders Partner Intelligence Solution. Credits: Written by Bryan Barletta Edited by Bryan Barletta Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, October 06, 2022
Podcasting overtakes talk radio, CPMs increase & 7 Other Stories
This week: Podcasting overtakes talk radio, CPMs increase, video game ads counting as podcast downloads, and Publishers test personalizing newsletters. Podcasting overtakes talk radio, CPMs increase Manuela: For today’s first segment we’re going to cover two recent pieces about industry growth. First, Kurt Hanson’s Rain News recap of the Audioscape 2022 talk by Cumulus Media executive Pierre Bouvard. The biggest eye-catching number from Bouvard’s presentation of Edison Research media involves how the 18-34 age group spends their weekly time listening to talk or personality-driven audio content. Terrestrial radio has been overtaken in this bracket, with podcasts taking 60% of those listening hours. “Even within the older demos of 25-54 and 35-64, podcast listening’s share of talk/personality listening is high — 47% and 39%, respectively, with those numbers up nearly double and more than triple, respectively, compared to five years ago.” Continuing the trend of good news from new data, Libsyn’s Advertisecast has published their Podcast Advertising Rates 2022 report . The presentation is compiled from reporting data provided by 2,985 podcasts. Podnews editor James Cridland reported on Monday: “There has been a jump in the average CPM for podcast advertising, according to Libsyn’s AdvertiseCast: the average is now $24.35, the second-highest on record. It’s up 3.7% month-on-month, or 5% year-on-year.” Podcasting continues its upward climb. More listener share over radio and growing CPMs sounds like a good thing to us. A follow-up on video game ads counting as podcast downloads. Shreya: Last week we covered Ashely Carman’s piece covering podcast companies, most notably iHeartRadio, purchasing downloads via mobile game ads. In a follow-up piece covering industry reactions posted last Thursday, Carman got official comment from the Interactive Advertising Bureau. “The standards are in a continual state of review,” said Eric John, vice president of the media center at the IAB. “We’re trying to ski to where the puck is going ultimately, and we’re going to make standards to match the industry’s needs.” On the same day Podnews reported a response from Podtrac explaining why the gaming ads only playing 20 seconds of an episode of were counted as full downloads. “It’s our understanding they appear as browser traffic without a unique user agent (or [unique] IP address). These downloads don’t have a material impact on the publisher rankings including the rank order of the top publishers.” Then, in related news, HotPod reported on an InsideRadio piece covering Podtrac susp
Wed, October 05, 2022
Is It Time To Rethink Promo Codes?
With the release of We’ll Be Right Back, part two of After These Messages, Tom Webster has a few questions about promo codes. Is it time to change how we use them? Credits: Written by Tom Webster Edited by Tom Webster Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Fri, September 30, 2022
Sounds Profitable - Two Years Later
Sounds Profitable is two years old this month! Founder Bryan Barletta talks about just how far we’ve come in 24 short months, and where we are headed next as we continue to serve our mission to push podcasting forward and set the course for the future of the audio business. Credits: Written by Bryan Barletta Edited by Bryan Barletta Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, September 29, 2022
Podcasters Are Buying Millions of Listeners Through Mobile-Game Ads & 7 Other Stories
This week: Podcasts found using mobile game ads for downloads, a trio of new pixels announced, and the Independent is reframing programmatic for advertisers. Podcasters Are Buying Millions of Listeners Through Mobile-Game Ads Manuela: Our first story is a big one! This Tuesday, Bloomberg’s Ashely Carman published a piece reporting on the discovery that podcast companies are serving podcast players as ads in mobile games. For those not hip to mobile gaming: free-to-play mobile video games traditionally generate revenue by interrupting gameplay on a regular basis with a skippable ad, with the option to watch a 20 second unskippable ad in exchange they receive beneficial in-game items, or more attempts to play that day. Instead of serving a video ad, which is one of the more common uses of these platforms, some companies are serving a web player that plays the an episode of a podcast. The ads are timed, requiring the app user to interact for often 20 seconds or more, which is more than enough time to download an entire 1 hour podcast through progressive downloading. That download and every ad in that download would be seen as legitimate by current IAB podcast standards, even though the app user was prompted to move out of the ad and back to the game after the timer ended. Ad fraud detection company DeepSee’s August examination of ads in the popular game Subway Surfers spotted podcasts from the New York Post, independent podcaster Scott Savlov, and iHeartMedia. Carman interviewed Corey Weiner, CEO of Jun Group, a company specializing in placing ads in mobile apps. The starting rate for Jun Group placement is a $27 CPM for one of the 20 second ads. Jun Group’s main podcast client is iHeartMedia. “According to a person familiar with the effort, the radio company, which bills itself as the top podcast publisher globally, has shelled out more than $10 million and gained approximately 6 million unique listeners per month through these ads since 2018." During the last week of August, half of the top ten trending podcasts in Podtrac were iHeart productions that hadn’t uploaded new episodes in weeks, if not months, according to Carmen. Podtrac is an industry ranker that only measures podcasts that opt into their platform’s prefix analytics solution, and recently independent developer John Spurlock identified that Spreaker from iHeart had added the prefix to podcasts on their platform en masse. Yesterday Podnews published exclusive info regarding iHeart rankings: “Are these plays counting for iHeart’s “#1 for podcasting” Podtrac ranking? Podnews analysis confirms that the embedded podcast players used,<a href="https://go.podnews.net/l/Q763SddX9nf3lVi7AQcpN1wg/ZJV
Thu, September 22, 2022
Serial and the Importance of Content Curation & 8 other stories for September 22nd 2022
This week: Serial and the importance of content curation, Spotify launches audiobooks, Spanish-language TV is surging, why Wonder Media Network won’t use programmatic, and SirusXM is no longer the biggest podcast network by reach. Let’s get started. Serial and the importance of content curation. Manuela: Last week news broke that prosecution would petition for the release of Adnan Syed, whose case was the subject of the first season of Serial. Since then Syed has been officially released. In the interim conversation regarding the case and the part Serial played in popularizing it reached a boiling point on social media. On Friday the 16th attorney Rabia O’Chaudry, host of Undisclosed and the person who originally brought Syed’s case to the attention of Sarah Koenig, tweeted an analogy for how Serial fit into the narrative of Syed’s release : “Imagine you ask someone to help renovate your house. Instead they set fire to it. The story about the fire brings thousands to your aid that rebuild your house.” Media critic and true crime aficionado Rebecca Lavoie quote-tweeted O’Chaudry to start a thread with an important lesson to be learned from Serial. “I have previously heralded Serial as a seminal piece of media and even made a podcast originally based on reviewing it. But given the facts of the case, Rabia’s analogy is precise. Serial doesn’t hold up. And its biggest crime is its abandonment of its own reporting.” Lavoie details several sections of the popular podcast that contain outdated or inaccurate knowledge with seven years of hindsight that, due to the podcast’s popularity, are still being discovered by brand new podcast listeners with. No warnings or amendments have been placed on the original season of Serial. “I am not saying that Sarah Koenig et al have an obligation to report this story forever. But…the owners of the Serial feed (now [The New York Times]) have an absolute obligation to point news consumers to the latest… news.” Lavoie points to dynamic ad insertion tech and how it could be used to retroactively place a warning giving context without having to manually update each episode’s file. Given last year’s scandal with Caliphate, the NYT is no stranger to retroactively adding disclaimers to its own in-house reporting. Lavoie argues they have the same level of responsibility to maintain legacy feeds. Even the most popular true crime podcast in the industry is not above poor reporting or claims that were later disproven by new evidence. Despite being seven years old, Serial’s popularity means statistically it’s still someone’s first podcast in 2022. Spotify Offers Audiobook Service with 300,000 Titles Shreya: This T
Wed, September 21, 2022
Inaugural Business Leaders Summit Recap
In this episode of Sounds Profitable: Arielle Nissenblatt and Tom Webster sit down to discuss Podcast Movement, the Sounds Profitable Business Leaders Summit, and most importantly: an update on Tom’s dog Walnut. Listen to learn about: Dynamic ad insertion and video trends among our sponsors. Tom’s Podcast Movement takeaways. What happened at the Sounds Profitable Business Leaders Summit Here’s our favorite idea from this conversation: “When things don’t seem settled in the space, try to organize as best you can with other voices and take strong positions.” Links: Bryan Barletta Arielle Nissenblatt The Download Sounds Profitable: Narrated Articles Credits: Hosted by Arielle Nissenblatt Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Tue, September 20, 2022
One Key To Growing Podcasting We Take For Granted
We talk a lot about the unique content advantages in podcasting, but one key to growing the medium with an older audience might be even simpler. Credits: Written by Tom Webster Edited by Tom Webster Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, September 15, 2022
Programmatic Advertising Could Make Podcasting a $6 Billion Industry by 2026 & 7 Other Stories
This week: Analyst predicts programmatic will get podcasting to six billion in ad spend, the new iOS update takes care of AppleCoreMedia, Apple announces virtual neighborhood for Latine Heritage Month, brand-lift studies are catching up with the times, and kids content is booming for Paramount+. Programmatic advertising could make podcasting a $6 billion industry by 2026 Manuela: In last Friday’s Hot Pod Insider , Ariel Shapiro covers B. Riley analyst Daniel Day’s newest publication about the industry. His most attention-grabbing prediction, as the headline spoils, expects podcast ad spending to be up to six billion dollars within four years. It’ll be an uphill battle to get there. Shapiro points out the potential downsides of programmatic without the right data and infrastructure by recalling the infamous Wild Turkey incident. Back in May Spotify accidentally ran an ad for budget whiskey on every podcast on the app simultaneously, leading to a social media firestorm as users posted screenshots of the most inappropriate examples of podcasts to pair with Wild Turkey. Day is of the opinion more detailed location data will be a game-changer that avoids such issues in future. “Small and mid-sized businesses really have almost entirely sat out podcast advertising to date,” Day told Hot Pod. “These advances in geo-targeting and programmatic allow mom and pops and local, regional businesses to access this medium in a way that they couldn’t before, absent reaching out to like some local sports or news podcast. Now, they can target audiences listening to some big national podcast.” Day points to iHeartMedia putting significant investments into podcasting, as well as podcasting making up a larger portion of the company’s revenue each year, as examples of the growth he projects in action. iOS 16: What’s new for Apple Podcasts Shreya: Last Wednesday Apple published an update blog detailing some of the new features coming with their iOS 16 update. The update comes with some creature comforts for the user, such as more prominent placement of the sleep timer button and better Apple Watch integration for podcasts. There’s also a bit of housekeeping noted, in case you missed the multiple emails over the past few weeks: “Show and provider titles will continue to be displayed alongside show artwork on the Library and Search tabs, so make sure your show’s metadata is up to date and that your artwork includes your show’s title for the best experience.” The most important feature of this update for the business side of podcasting isn’t mentioned in the update blog, though. This update brings the change to AppleCoreMedia user agent that’ll shift how we view Apple’s footprint in podc
Tue, September 13, 2022
Programmatic Advertising for Buyers
September 22nd is officially the last day of Summer, making our third and final article in our Programmatic Summer series absolutely not late to the party. Credits: Written by Bryan Barletta Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, September 08, 2022
All We Know About Netflix's Ad Plans So Far & 9 Other Stories
This week: We learned something interesting about Netflix, Cross-promotions work but you might be doing them wrong, Anchor continues to be the top podcast host by episode share, and the FTC sues a data broker. All we know about Netflix’s ad plans so far Shreya: Once again we bring you an article that doesn’t feature the world “podcast”, but could have big implications for the industry. Last Friday Kelsey Sutton published a brief roundup of all the news about Netflix that had dropped during the week. The world learned about polarizing new ad-supported tier, charging between $7 to $9 a month. We also learned they’re targeting 15 and 30 second spots for preroll and midroll ads. “The flurry of reports helps provide a better picture of how Netflix is strategizing the rollout of its ad-supported tier after eschewing Madison Avenue for years. There are still many unknowns, including what kind of metrics the service will provide to measure ad effectiveness. Even without all the details, media buyers are buzzing with anticipation.” Podcasters and advertising folk alike should take note of how much Netflix is paying per thousand impressions. According to Sutton the streamer is paying $65 CPM, with expectations of that going up to $80 in future. With those rates in mind for the biggest streaming platform, average podcast CPM is fair to underpriced in comparison. Do Cross-Promos Work? Hell Yes, But You Are Likely Doing Them Wrong…And We Can Fix That Manuela: On Monday Eric Nuzum published an issue of The Audio Insurgent that aims to introduce podcasters to a vital lesson learned while conducting research for terrestrial radio nearly two decades ago. Nuzum is of the opinion that on-air and in-episode content promotion is frequently misunderstood and often poorly executed. This and the next two issues of Audio Insurgent are dedicated to covering the three Rs of program promotion: Reduction, Repetition, and Real Content. In 2004 Nuzum conducted a study for the Corporation for Public Broadcasting titled ON-air Program Promotions Insight Study, a study of cross-promotion in the radio industry so helpful he continued to get messages asking where to find the study long after the original webpage hosting it had decayed. For this newsletter series he has done some light editing and uploaded the entirety of the 18 year-old study to Google Drive for preservation. “Yet despite its age, it can still be very effective and useful to all audio professionals today. But the whole project boils down to one simple sentence: A well-constructed message, delivered to the right listeners often enough for them to recognize it, can increase listening.” His issue on
Wed, September 07, 2022
100 Years of Audio Advertising
In this episode of Sounds Profitable: Bryan Barletta is joined by Stew Redwine in observing the anniversary of the first audio advertisement in 1922. How have things changed over a hundred years? What even was the first ad? Listen to learn about: The origin of audio advertising How audio ads have grown since. What we can learn from the evolution of audio ads Here’s our favorite idea from this conversation: “History doesn’t repeat itself, it rhymes.” - Mark Twain. Links: Bryan Barletta Arielle Nissenblatt Stew Redwine The Download Sounds Profitable: Narrated Articles Credits: Hosted by Bryan Barletta & Arielle Nissenblatt Sounds Profitable Theme written by Tim CameronSee omnystudio.com/listener for privacy information.
Tue, September 06, 2022
Host Reads Or Announcer Reads In Podcast Advertising: Do We Have To Choose?
There's a lot of received wisdom that says host read ads beat announcer ads in podcasting. But is this always true? Could it even be a false choice? Credits: Written by Tom Webster Edited by Tom Webster Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, September 01, 2022
Podcast Ad Spend Isn’t Slowing as a Recession Potentially Looms & 7 Other Stories
This week: Podcast ad spending goes strong despite recession fears, YouTube and Twitter launched dedicated podcast spaces, advertising questions what to do if premium users choose not to see ads, and a look into why DTC ads haven’t fallen off as expected. Podcast Ad Spend isn’t Slowing as a Recession Potentially Looms. Manuela: Marketing Brew’s Alyssa Meyers brought good news last Wednesday . Things are looking up for the podcast ad spending despite, shall we say, less than ideal economic conditions. Over on the general advertising side of things, it’s a bit bleak. On August 18th Daniel Konstantinovic, writing for Insider Intelligence, covered the worst month of ad spending in two years. “July saw ad spending go through its worst monthly decline since July 2020. Ad spending contracted 12.7% year over year in July, per MediaPost and Standard Media Index’s US Ad Market Tracker.” Several potential causes of this dip are proposed, most of which are interlinked to some degree. Relaxing of pandemic restrictions and the return of larger social gatherings has increased commuting and free time away from screens. Meanwhile, even while the jury’s out on whether we’re technically in a recession, Konstantinovic points out a Brand Keys statistic showing 70% of consumers believe they’re in a recession and thus are cutting back on spending. Perhaps spending wasn’t great in the general advertising space, but podcast ad spending continues to boom regardless. “Some of the biggest audio companies reported growth in podcast ad revenue for Q2 despite a softening ad market, and buyers responsible for major audio budgets told us they’ve yet to see a significant retreat from podcasting, indicating that the sector could continue growing regardless of the state of the economy.” It’s also worth keeping in mind which data we’re looking at and how we’re looking at it, as Magellan AI’s Sean Russo explains: “We took a look through a few different lenses. When you look at year-over-year spend in July in podcasts, we’re seeing a 19% increase. If we look at Q2 YoY we’re seeing a 48% increase. Worth noting that looking at month-over-month June to July we saw a 7% decrease. So, the bottom line on what we’re seeing is that podcast ad spend continues to grow at a healthy clip YoY, though we did see a minor pullback from June to July.” YouTube and Twitter Launch Dedicated Podcast Sections Shreya: It’s time to follow up on two developing stories we’ve covered in recent weeks, as two giant social media platforms have now rolled out sections dedicated to podcasting. Last Thursday Twitter started the rollout of the new dedicated Spa
Tue, August 30, 2022
The Reality of Podcast Economics: I Built an Independent Women’s Podcast Network
In three years, Allyson Marino built and sold her own podcast company, Lipstick & Vinyl, a network built around strong female voices. Here is Allyson’s story. Credits: Written by Allyson Marino Edited by Tom Webster Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Wed, August 24, 2022
The Future of Brand Safety & Suitability for Audio
In this episode of Sounds Profitable: Adtech Applied, Bryan speaks with Tamara Zubatiy, co-founder and CEO of Barometer. Barometer contextualizes podcasts based on the GARM brand suitability components and the Media Roundtable Values. Listen to learn about: Brand safety and suitability Why it’s important to create block and allow lists for advertisers How context and nuance play into the brand safety and suitability conversation The Sounds Profitable Business Leaders Summit The consolidation of our feeds Why we need your feedback on this podcast Here’s our favorite idea from this conversation: GARM marks different levels of risk when it comes to advertising but there’s never an ad partnership that brings zero risk to either party (advertiser or publisher). Links: Bryan Barletta Arielle Nissenblatt Tamara Zubatiy Barometer Sounds Profitable Summit at Podcast Movement The Download Sounds Profitable: Narrated Articles SquadCast Podsights Credits: Hosted by Bryan Barletta & Arielle Nissenblat t Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Tue, August 23, 2022
Podcast Ad Delivery: Make Better Sandwiches
Even with the best intentions, bad ad delivery can happen. But why does it happen? Credits: Written by Bryan Barletta Edited by Tom Webster Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, August 18, 2022
Apple Ramps Up Its In-House Podcasting Efforts & 6 other stories for August 18th 2022
This week: Apple’s funding podcasts, brand safety tech continues to divide advertisers, what more can and should ad agencies do to support journalism, Edison’s Latino Podcast Report, and Spotify bundles Chartable and Podsights access for Megaphone users Apple Ramps Up Its In-House Podcasting Efforts with Studio Deal Manuela: Rumors of Apple getting into podcasting bore fruit last week with official confirmation. At least, sort of. Ashley Carman and Lucas Shaw’s Bloomberg piece from last Wednesday explains : “The investments have been led by Apple’s TV studio, rather than its podcast division. Despite being one of the biggest distributors of audio in the world, the company’s podcasting unit has avoided funding individual shows or buying networks because it wants to be seen as a neutral platform.” That TV division has entered into a deal with Futuro Studios to fund the creation of podcasts while Apple retains first-look rights on film and TV adaptations. In essence, the deal creates a pilot-factory for Apple to generate new IP and test them in the world of podcasting before graduating to the more expensive filmed version. “Apple hasn’t pumped nearly as much money into original podcasts as Amazon and Spotify Technology SA, which have each spent more than $1 billion acquiring companies and programming. Spotify, Apple’s rival in music streaming, has made some of the most popular podcasts in the world exclusive to its service and thus unavailable to the competition.” Podcasting is becoming a relatively affordable testing ground for IP instead of fully committing to a TV pilot, along with the added bonus of any successful IP getting a built-in audience of fans before the first day of shooting. Successful shows like Netflix’s Dirty John adaptation are proving the method can work and work well. ‘A key impediment’: Brand safety tech continues to divide advertisers into haves and have-nots Shreya: This Monday Seb Joseph of Digiday posted an article detailing the growing divide in how advertisers handle being posted to news sites when big, predominantly negative stories break. Nobody wants to be the next viral sensation getting roasted worse than Mr. Peanut when Planters’ ad campaign temporarily killing their mascot coincided with the death of Kobe Bryant. In a world full of dangerous news cycles, brand safety tech companies like Integral Ad Science are able to impart more granular control over what content is considered brand-safe in a timely manner. “Then there are those marketers who don’t use the technology. Take British newspa
Tue, August 16, 2022
The Podcasting Problem Hiding in Plain Sight
Survey after survey tell us that people continue to discover podcasting every year. But is podcasting growth really a case of three steps forward, two steps back? Credits: Written & Editing by Tom Webster Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, August 11, 2022
Podcast Quarterly Earnings & 6 Other Stories
This week on The Download: Quarterly earnings, more quarterly earnings, Audio is getting its own track at Advertising Week, and Spotify is giving podcasts their own space in its app. Arielle: Hope you’re ready for some earnings reports, because we’ve got two segments worth of second quarter earnings to go over. First up: the big platforms. Last Wednesday https://www.marketingbrew.com/stories/2022/08/03/spotify-siriusxm-and-acast-report-growing-podcast-ad-biz-in-q2?mid=4afb33bb7ffe284d840660fb3604ff60Things kick off with a silver lining: “Call it what you want, the ad biz is not looking its best right now. But according to these execs, the growing podcast segment is keeping its head above water.” Economic uncertainty is undeniably impacting the ad industry. The CEOs of Spotify and SiriusXM both cite ‘macro’ trends as being notably dire but not to podcast ads sales. SiriusXM’s Q2 ad revenue for Pandora and associated platforms reports a 5% year over year increase, reaching 403 million. Spotify posted a 31% year over year gain, earning around 366 million. This time around they neglected to isolate their podcast ad revenue as its own statistic. Meyers quotes Spotify CFO Paul Vogel as saying they’re experiencing “strong growth on the podcasting side.” Hosting service Acast has been busy this second quarter, citing new features, a massive increase of podcasts on the platform, and their acquisition of Podchaser as driving factors of their 39% net sales growth. A figure that calculates out to 31 million USD. While the macro trends are concerning, The Download will never pass up an opportunity to report numbers going up in podcasting. Big or small, names in the industry are increasing ad revenue, and that’s a good thing. Shreya: Now to cover the Q2 numbers from three large broadcasters: iHeartMedia, Cumulus Media, and Audacy. There’s a few dark spots throughout but, interestingly, their podcast numbers are shining beacons of hope in all three reports. Overall https://www.businesswire.com/news/home/20220804005680/en/iHeartMedia-Inc.-Reports-Results-for-2022-Second-Quarter , despite, in the words of company president Rich Bressler: “the uncertain economic environment.” Podcast revenue is up to 86 million, a 60% year over year increase. Meanwhile, https://www.cumulusmedia.com/wp-content/uploads/2022/08/CMLS-2022.06.30-Earnings-Release-FINAL.pdfjoined the macro club during president Mary Berner’s opening statement: “Despite the challenging macro environment, we increased revenue in the quarter by
Wed, August 10, 2022
How To Approach A Podcast Industry-Wide Education Initiative
In this episode of Sounds Profitable: Adtech Applied, Bryan speaks with U of Digital Managing Partner Shiv Gupta about what it means to create a comprehensive educational approach across an industry. Gupta comes to us by way of the digital marketing space, but has spent his career creating programming aimed at educating and serving across different sectors and levels within companies. Adtech Applied cohost Arielle Nissenblatt joins to set up the chat and break it down with takeaways at the latter half of the show. Listen to learn about: Shiv Gupta’s career Why it’s important to create non-biased courses that educate on entire industries How Sounds Profitable plans to approach an education initiative Why we need your feedback on this podcast Here’s our favorite idea from this conversation: creating opportunities for folks to learn, either if they’re new to a job or looking to move on to the next level, benefits everyone. Links: Bryan Barletta Arielle Nissenblatt Shiv Gupta U of Digital Sounds Profitable Summit at Podcast Movement The Download Sounds Profitable: Narrated Articles SquadCast Podscribe Credits: Hosted by Bryan Barletta & Arielle Nissenblatt Audio engineering by Evo Terra Executive produced by Evo Terra of Simpler Media Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Tue, August 09, 2022
Programmatic Advertising for Podcasters: How to Get Started
The Summer of Programmatic continues! You may have already decided that programmatic advertising is important, but is it difficult to get started? The answer is...no! And this week, we lay out a simple plan to get you up and running. Credits: Written & Editing by Bryan Barletta Produced with Spooler.fm Hosted with Omny Studio Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Thu, August 04, 2022
TikTok Eyes Podcasting? & 6 Other Stories for August 4th 2022
This week on The Download: New TikTok Trademark Could mean new streaming service, third-party cookies get a stay of execution from Google, Apple App Store ads could signal Apple Podcasts’ future, and two perspectives on the downturn ad economy. New TikTok App Trademark Manuela: Last Thursday Dan Whateley and Amanda Perelli, writing for Business Insider , covered a new trademark application for a service called TikTok Music. As the simplistic name suggests, TikTok parent company ByteDance could be looking to branch the TikTok brand out beyond its current relationship to music and create a fully-fledged streaming platform. “The idea that ByteDance would launch a standalone "TikTok Music" streaming service in the US to compete with players like Spotify and Apple Music isn't unfounded. It already runs a streaming app called Resso in three markets — India, Brazil, and Indonesia — that has been grabbing market share from other streamers in the past year.” While nothing has been formally announced or set in stone, the sources Perelli and Whateley contacted for their story suggest it’s highly unlikely ByteDance would file such a trademark. Filing in the US and Australia wouldn’t happen without a strong chance the company meant for it to come to fruition. Then there’s the matter of this move making perfect sense for TikTok. Why cover this on The Download? Well, in addition to the general fact TikTok is slowly devouring the online world, it’s coming for audio specifically and the trademark application lists, among other things, the proposed new app’s ability to stream: “downloadable mobile applications providing podcast and radio broadcast content.” What remains to be seen is what the TikTok version of ‘a podcast’ will be. Google Delays Cookie Death Again Shreya: Once again we won’t be seeing the death of third-party cookies, as Google has delayed their death blow for another year. Last Wednesday The Verge’s Richard Lawler covered the story in the article “ Google delays blocking third-party cookies again, now targeting late 2024. ” “The plan is to expand the group of Chrome users who have Privacy Sandbox APIs enabled to “millions of users globally” starting in August, then gradually opt more people in throughout the rest of the year and into 2023, giving the publishers and developers of these sites time to find out how the technology works before the APIs are “generally available” by Q3 of 2023.” With this second delay third-party cookies are becoming the shoe that refuses to drop in advertising. While
Wed, August 03, 2022
Shameless Acquisition Target - Episode Drop
We're such big fans of Laura Mayer and her new show Shameless Acquisition Target, that we wanted to make sure you didn't miss it. Subscribe directly here! After years of seeing friends (and some enemies) get rich, rich, rich selling their shows and companies to other bigger shows and bigger companies, longtime podcast executive Laura Mayer has decided to get hers. To do this, she'll speak to straight-up geniuses in the worlds of podcasting, entertainment, and business to understand what value is in media and how to make it. At the end, Laura will sell the show itself to the highest bidder. Will she make hundreds, millions, or even dozens of dollars? Will she be able to afford the gray house down the street from her rental apartment? Let’s find out together… shamelessly. Laura explains why she cares so *very* much about acquisitions And, hopefully, why you should care, too! Want to buy MERCH (“Hector’s Place” is our newest addition) or buy the show?\ Want to learn more about this episode’s sponsor? Want to listen to Harkin’s new fabulous album? Want to give Laura Mayer a PIECE OF YOUR MIND? See omnystudio.com/listener for privacy information.
Tue, August 02, 2022
What Garth Brooks Can Teach Us About Podcast Ads
Are programmatic ads bad for podcasting? Or are they a lifeline for creators? We ask the number one solo artist in U.S. history. Credits: Written by Tom Webster Editing by Bryan Barletta Produced with Spooler.fm Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Sun, July 24, 2022
Reporting On The Business Of Podcasting
Bryan speaks with Marketing Brew’s Alyssa Meyers about reporting on podcasting and audio for an advertising-focused publication. Marketing Brew is part of Morning Brew’s network of newsletters. Adtech Applied cohost Arielle Nissenblatt joins to set up the chat and break it down with takeaways at the latter half of the show. Listen for: How Alyssa found this beat What Alyssa looks for in a story How to become a source for Alyssa and other marketing/advertising-focused publications that cover podcasting and audio Information on the Sounds Profitable Summit at Podcast Movement Dallas Where to find our other podcasts, La Descarga, The Download, and Sounds Profitable: The Narrated Articles An update on our podcast slate at Sounds Profitable and a tease of what’s to come Here’s our favorite idea from this conversation: we need subject matter experts who are not just well-versed in their own product or company’s capabilities, but who also know how their product/company relates to and fits in with the larger audio landscape. Links: Bryan Barletta Arielle Nissenblatt Alyssa Meyers Marketing Brew Sounds Profitable Summit at Podcast Movement The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta & Arielle Nissenblatt Audio engineering by Evo Terra Executive produced by Evo Terra of Simpler Media Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Thu, July 21, 2022
Acast Buys Podchaser & 6 other stories for July 21, 2022
This week on The Download: Acast buys Podchaser, PodcastOne strikes out on their own, SiriusXM and Comscore expand their deal, Disney’s integrating with The Trade Desk , and Podnews caught 240 spam emails. This Monday Podnews started off the work week with a big announcement: Acast is acquiring Podchaser https://podnews.net/press-release/acast-podchaser “Podchaser, which will continue to operate as a separate brand and independent business, was founded in 2016 and is home to the leading global podcast database, covering more than 4.5 million podcasts and more than 1.7 billion data points — including hundreds of thousands of ratings and reviews, and the advertisers of the world’s top 5,000 podcasts. This unique, proprietary data — which will also remain open to all — spans and powers the entire open podcast ecosystem, and is used by listeners, podcasters, advertisers and industry professionals.” Podchaser has created strong integrations with hosting platforms to receive data, exported data to podcast apps and hosting platforms, and has a competitive intelligence tool built to enable publishers and buyers alike to improve their revenue streams. General industry sentiment of Acast currently is a bit lukewarm unless you’re actively working with them as a publisher or a buyer. As previously reported, Acast has—or at least had— a marketing strategy involving unrelenting spam emails encouraging podcasters to switch to their services. With mass emails to RadioPublic users and their siloed relationships with partners like Patreon, it’s hard for some podcasters to give this deal the benefit of the doubt. We’re very happy for our sponsor Podchaser, and the entire team there, and truly hope the independent nature is maintained. We still question the comfort of existing and new integrated partners providing data to a competitor. Last Friday LiveOne issued a press release announcing that their company PodcastOne, having just raised 8.1 million in funding, is looking to separate and https://ir.livexlive.com/news/news-details/2022/LiveOnes-Wholly-Owned-Subsidiary-PodcastOne-Closes-8.1-Million-Financing-at-a-Pre-Money-Valuation-of-60-Million-as-Part-of-Its-Intention-to-Spin-Out-PodcastOne-as-a-Separate-Public-Company-Before-Year-End/default .aspx “PodcastOne is the leading advertiser-supported on-demand digital podcast company, offering a 360-degree solution for both content creators and advertisers, including content development, brand integration and distribution. Acquired by LiveOne in 2020, PodcastOne has had more than 2.1 billion downloads a year since its acquisition, across the more than
Thu, July 14, 2022
Blubrry Brings A New Spin To Media Kits & 6 more stories for July 14, 2022
This week on The Download: Blubrry brings a new spin to media kits, Twitter’s building a podcast player, TargetSpot expands into Latin American audiences, Overcast’s creator has beef with how podcasters use DAI, and Anchor’s co-founder finds RSS standards restrictive to innovation. While a significant portion of the United States was recovering from an excessive amount of explosive devices used over the holiday weekend, Blubrry announced a new way for podcasters to present themselves to potential sponsors and partners. “Blubrry is introducing a podcasting industry first by providing all Blubrry paid customers a podcast media kit that updates daily with information you choose to include. The kit includes data you provide, podcast statistics and audience survey results.” Data points that can be included in the kit range from simple unchanging data points like website or show start date to granular things like social media follower counts, average monthly downloads per episode, and Blubrry audience survey results. While not technically a media kit, this is a great step forward in helping arm podcasters with useful information they can give advertisers interested in evaluating their show. While lacking in the usual collection of logos and information ephemera a true media kit designed to be attractive to press, this sort of media kit 2.0 cuts down on a fair amount of repeat labor. To The Download’s knowledge this is the first time a hosting company has automated this process and included actual download statistics in the package. Usually the process is a tedious manual one that requires regular updates by either the show runner or their representation to pull each data point. Kudos to Blubrry for being the first to market with this dreamed-of feature. Once again we bring news of a social media platform showing interest in podcast integration, but this time it feels more legitimate. Frontend engineer and code researcher Jane Manchun Wong did some digging. In her to-the-point tweet she announced: “Twitter is working on in-app Podcast player.” Attached to the tweet is a screen recording of the new player in action, showing Wong clicking on show art for Office Ladies, which prompts a new podcast player overlay. For the younger folk in the room, it’s worth noting that Twitter didn’t spring forth fully formed into the world. In its primordial form the service was originally Odeo, a 2005 attempt at what we’d call a podcast social media network today. Podcasting is literally in Twitter’s DNA. This Monday Podnews shared an announcement from TargetSpot concerning a promising step towards diversifying podcasting further. <a href="https://investors.targetspot.com/news/targetspot-enters
S2 E34 · Sun, July 10, 2022
SP Highlights: Getting UpFront About Programmatic Podcast Ads w/ Claire Fanning of SXM Media
Programmatic advertising continues to take the spotlight in the growth for podcasting. Now that doesn't mean that host-read ads are fading away or that we need to race to the bottom for pricing. And that is a near and dear topic to my heart. So it's very exciting to have Claire Fanning of SXM Media on the podcast to talk about programmatic advertising and her presentation to the IAB at their upfront event last year and how we can learn more and more from the companies leading programmatic in podcasting. Credits: Original full episode available at https://soundsprofitable.com/episode/2/2 Audio engineering by Evo Terra Executive produced by Evo Terra of Simpler Media Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Thu, July 07, 2022
Edison Research Says Podcasting Is More Succession Than Yellowstone & 8 more stories for July 7, 2022
This week on The Download: Edison Research says podcasting is more Succession than Yellowstone, Reddit launches new take on live podcasting, Google’s Adtech is dropping IP, new data says podcast ads are overfishing popular ponds, and we spotlight #PodcastingSeriously. Last Friday the Edison Research blog posted “ https://www.edisonresearch.com/podcastings-opportunity-in-wide-open-spaces /” In addition to reminding readers of The Chicks’ 1998 single from their fourth studio album, the post highlights a regional gulf in what counts as “popular” in podcasting. The comparison used highlights how Succession and Yellowstone are comparably popular television series, but based on one’s physical location in the country it’s highly likely they won’t see much advertisement or social media chatter for one over the other. More rural TV viewers will more likely to hear about and actively watch Yellowstone while Succession finds more attention in metro centers. “New data from Edison Research’s Infinite Dial study – sponsored by Wondery and Art19 – shows that as of today podcasting is more of a “Succession” story.” Consider this a tease from Edison Senior Director of Research (and, of course, my co-host on La Descarga) Gabriel Soto’s talk at Podcast Movement Dallas this August. “We in the podcasting space regularly remark that with four million titles, there’s a podcast for everyone. And while that’s surely right in theory, that doesn’t mean that enough of a match has yet happened to bring all the possible listeners to the space. One might argue that indeed there are a lot more podcasts talking about Succession than Yellowstone, and that might be part of the issue.” A lot of people got a three-day weekend in the US thanks to a national holiday, but this Monday Arielle Nissenblatt was on the podcasting streets https://twitter.com/arithisandthat/status/1544096389277294592?s=20&t=4_CSvYx2s9CHSyxS_60p2A. In a Twitter thread Nissenblatt detailed the launch of social media platform Reddit’s new Talk feature that shares some DNA with the social audio craze. The twist with Reddit Talk is those who use it get placement over any relevant subreddits that fit under a broad chosen topic. “If you host a Talk from your Reddit profile and pick up to 3 topics, you’ll appear at the top of Reddit to millions of users. e.g., if you pick "Finance" topic, everyone who follows r/wallstreetbets, r/personalfinance, etc will see your Talk.” Currently, Talk is only available to those chosen by Reddit via an application form. Niche content gets niche listeners, and Reddit is the king of niche. While we’ve been burned as an industry before on social platforms diving into podcasting, this measured approach seems like a promising one. Google has update
S2 E33 · Sun, July 03, 2022
SP Highlights: Radio Teaching Podcasting Lessons w/ Pierre Bouvard of Cumulus Media
Podcasting has so much to learn from radio and I do as well. There are so many interesting things that we're discovering or trying to bring to light in podcasting that the radio industry has already done time and time again. And it’s the same with digital advertising, which is where my background is. So it was really exciting for me to have Pierre Bouvard of Westwood One and Cumulus Media come on the show and teach us a little bit more about radio, what we can learn from it, and how we can apply it to podcasting. Credits: Original full episode available at https://soundsprofitable.com/episode/2/16 Audio engineering by Evo Terra Executive produced by Evo Terra of Simpler Media Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Thu, June 30, 2022
Sounds Profitable Publishes The Creators Report + 5 more stories for June 30, 2022
This week on The Download: Sounds Profitable publishes the Creators report. Slate is running provocative billboards for Slow Burn, Spotify turns its radar on podcasts, rising YouTube CPMs make the platform even more attractive for podcasters, and news organizations struggle to keep young folks around. Firstly, if you’ll indulge us a bit of self-promotion, the first ever Sounds Profitable report has been delivered! On Tuesday Sounds Profitable hosted a first-of-its-kind presentation of https://soundsprofitable.com/article/the-creators-us-2022 . Here's how we billed it: “Sounds Profitable, in partnership with Edison Research, has put together the first credible study of the profile of podcast creators in America. This is an incredibly important benchmark in the history of podcasting and the first of many regular reports Sounds Profitable will be publishing to chart the future of the audio business.” The Creators operates off a data sample of 617 people who fit the profile of having produced a podcast, were over the age of eighteen, and listened to podcasts weekly. The data was collected from Q2 2021 through Q1 of this year. Some results put into sharp focus many assumed truths of the industry, as well as challenging others. The gender makeup of those polled showed sixty-nine percent of creators were men, twenty percentage points higher than the population of the United States. On that same token, the ethnicity spectrum shows podcasting has more diversity, with more representation of Black and Hispanic/Latino podcasters than the census reports as a national average. These juicy stats and more are available at https://soundsprofitable.com/article/the-creators-us-2022 , from the presentation’s video to a spiffy 35-slide PDF of just the presentation, for you raw data nerds out there. In an advertising campaign fitting of a flashy documentary, Slate is running a stealth billboard campaign for the current season of Slow Burn. https://www.theverge.com/2022/6/28/23186432/abortion-roe-scotus-howard-stern-my-favorite-murder-podcast “Slate is launching a provocative new campaign to promote its latest season of Slow Burn, which tells the story of Shirley Wheeler, the first woman convicted of manslaughter for getting an abortion. The outlet has placed billboards in states that now have some of the strictest abortion laws in the country urging passersby to “Defend Shirley Wheeler.” The billboards are up in seven states with deeply-entrenched anti-abortion sentiment that had trigger laws waiting for Roe v. Wade’s nullification. The same issue of Hot Pod also spotlighted the efforts of Earbuds Podcast Collective founder Arielle Nissenblatt to organize a
Sun, June 26, 2022
SP Highlights: Disinformation and Ad Accountability w/ Claire Atkin Of Check My Ads
Brand suitability and brand safety are topics that we're never gonna get away from in any aspect of podcasting. Or advertising in general. And that's why I was so excited to have Claire Atkin , co-founder of Check My Ads on the show earlier this year. Personally, as an individual, I support their movement and contribute to it every single month. I highly recommend listening to this episode, subscribing to their newsletter, and throwing a few bucks towards the only non-profit ad watchdog in existence. Credits: Original full episode available at: https://soundsprofitable.com/episode/2/13 Audio engineering by Evo Terra Executive produced by Evo Terra of Simpler Media Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Thu, June 23, 2022
YouTube Gives Tips To Podcasters + 8 more stories for June 23, 2022
This week on The Download: a YouTube channel dives into podcasting on the video platform, the absence of podcasting’s middle class, and what do IAB’s measurement standards in video games mean for podcasting. Last Thursday, Creator Insider, a YouTube channel operated by a creator-focused wing of YouTube, uploaded a four minute https://www.youtube.com/watch?v=-fNrF7GTSco While the video doesn’t necessarily contain new groundbreaking information for someone who is deep in the podcasting industry, it’s a wonderful sign for the future of small-to-midsize podcasts unsure about perceiving YouTube as a viable podcast platform. Strategic Partner Manager Erica even backs up the size of YouTube’s reach with a citation of Edison Research data. Having good, concise resources to facilitate an easier move towards the mentality that YouTube should be treated like any other podcast aggregator is a promising step. It’s also interesting to note how much importance is placed on properly arranging podcast episodes in playlists. The video takes great care to establish best practices for naming and arranging playlists. While “RSS” is never spoken aloud, it feels like YouTube’s approach is to use the existing functionality of easily saving video playlists to treat playlists like an RSS feed. Who knows, in a few months we could be hearing about updates to the platform that bridge the gap between how YouTube is consumed and audio podcasts are consumed. Speaking of YouTube… Last Monday an exclusive from Reuters reporter Foo Yun Chee shared details on Google’s https://www.reuters.com/technology/exclusive-google-offers-let-ad-rivals-place-youtube-ads-eu-antitrust-probe-2022-06-13/ . Luckily for podcasting, this could have beneficial knock-on effects. Google parent Alphabet has proposed to open their digital doors for the first time to allow third-party programmatic partners to place ads on YouTube videos. “The European Commission opened a probe last year to examine whether the world's largest provider of search and video was giving itself an unfair advantage in digital advertising by restricting rivals' and advertisers' access to user data.” If Google does end up waiving the requirement to use Ad Manager to place YouTube ads, this could both please the European Commission and open up a considerable amount of valuable inventory to podcast ad buyers. Inventory through platforms they’re already familiar with and - since YouTube is pushing for more podcasts on their platform - that inventory will still be going to benefit the podcasting industry. Last Friday, a prominent podcaster under the Spotify umbrella said the quiet part out loud. As detailed in l https
Sun, June 19, 2022
SP Higlights: Sounds Profitable en Español! w/ Sean King of Veritone One
When we started using Veritone One to expand sounds profitable into Spanish the whole goal was to show people how accessible it was even with a small team, which sounds profitable is. The success of that attempt led to The Download—our weekly news recap podcast, which you absolutely should check out—to be localized by our hosts, Manuel Gabe, in their own words and in their own voice. This is a must-listen-to episode with Sean King of Veritone One where we talk about why expanding into Spanish is critical for your success in podcasting. Credits: Original full episode available at https://soundsprofitable.com/episode/2/6 Audio engineering by Evo Terra Executive produced by Evo Terra of Simpler Media Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Thu, June 16, 2022
Spotify’s Building A New Brand Safety Tool + 4 more stories for June 16, 2022
This week on The Download: Spotify’s building a new brand safety tool, Google Podcast removed an episode under suspicious conditions, and Apple tells us how their podcast search works. It’s been a rollercoaster of a week for Acast news. Let’s start with the positive. This Monday Acast announced a global Audio Pride Parade , celebrating Pride month for the LGBTQIA+ community via a series of podcast live shows in major cities across the world. Senior Partner Manager Alexandria Fuller said: “It’s also one day where you feel safe to be yourself. With hate crimes against LGBTQIA+ people on the rise, we’re always wondering when it’s safe to hold hands. But there’s safety in numbers at Pride, and it’s really freeing.” Fuller’s heartfelt blog about the importance of celebrating queerness was undercut the next morning. Tuesday Acast announced a partnership with Spring to provide on-demand merch options for producers hosting on Acast, including Spring’s so-called Mint on Demand NFT service. According to Hot Pod , most of the 11 podcasts in the pilot program have elected to not use Mint on Demand. Also on Tuesday, multiple tweets were posted providing evidence Acast is data mining email addresses tucked in the RSS feeds of podcasts to send an advertisement email suggesting the podcaster would be better off switching to Acast. So far podcasters on Podbean, Captivate, Blubrry, and Transistor have reported being targeted by this aggressive marketing push. Transistor co-founder Justin Jackson has reported Acast to their email service provider , who Jackson reports have said this cold-calling approach is against their terms of service. Jackson - who previously worked for an email company - considers the Acast emails to be illegal under Canadian law and has filed a formal complaint under the government arm created to enforce Canada’s Anti Spam Law (also know as CASL). A spokesperson for Acast told Podnews the emails targeting podcast of competitor hosting services are “... part of our continuing marketing strategy, which we don’t currently plan to change.” At Sounds Profitable, our goals are to lift up and improve the entire industry. Based on the actions and response from Acast, we do not feel like they share those goals. Until Acast discontinues these practices, we will no longer be covering Acast in Sounds Profitable or The Download. --- This Wednesday
Fri, June 10, 2022
Spotify’s Earnings Call Happened + 5 other stories for Jun 10, 2022
This week on The Download: Spotify’s earnings call happened, Apple improves podcast statistics, and podcast pros weigh in on how many ads is too many ads. Podcast statistics are about to get better, thanks to a recent update from Apple that’ll help take a bite out of AppleCoreMedia’s presence on podcast statistics. Anyone who just opened the linked source and doesn’t have a background in coding: we promise that page makes sense. User Agents are how we truly understand what specific app is being used to play a podcast. AppleCoreMedia is the default displayed by iOS apps if they haven’t built their own player from scratch. Few do. This leads to a snowball effect of either over or under-counting Apple’s presence in the market. As James Cridland explained in Tuesday’s Podnews: “Buzzsprout’s global stats don’t include AppleCoreMedia, under-estimating downloads from Apple Podcasts. On the other hand, Libsyn’s stats wrongly attribute all traffic to AppleCoreMedia as Apple Podcasts.” This new update from Apple solves for that. For a more detailed breakdown on AppleCoreMedia, we recommend the Podnews article from April “Mythbusting: are downloads from 'AppleCoreMedia' mostly from Apple Podcasts?” Edison Research’s 2022 edition of the Smart Audio Report is slated for June 16th. In 2017, for the original Smart Audio Report, NPR and Edison surveyed smart speaker owners to learn how the technology was being integrated into their lives. “The 2022 installment of the Smart Audio Report will not only offer an update on some of those original families, but also fresh data from a recent national study that measures attitudes around voice tech among those who use it and those who don’t.” For those listening in time to register, one can do so for free at the link provided in our show notes. This Wednesday Bloomberg’s Ashley Carman live-tweeted the Spotify earnings call . The music powerhouse had a fair bit to say about their podcasting efforts, including some numbers that come as a bit of a surprise after such heavy investment over the past few years. As reported by Carman: “A number! Spotify had 200 million euros in podcast revenue in 2021. They expect it to be a $20 billion opportunity.” If that number feels low, that’s because it is. In a reply on Carman’s thread Podnews editor James Cridland pointed out that $220 million USD of profit amounts to only fifteen percent of the total podcast ad revenue for just the United States in 2021. In additio
Sun, June 05, 2022
Podcast Euro-Trip Recap
Arielle Nissenblatt and Bryan Barletta discuss some big Sounds Profitable news – Tom Webster has officially joined the team, we announced a big Summit, taking place at Podcast Movement in Dallas later this year, and we’ve got some research presentations coming soon. Bryan and Arielle also recap Bryan’s last few weeks – his whirlwind adventures in Europe, attending both Radio Days Europe in Malmo, Sweden, and Podcast Show London in…London. Listen for: Bryan’s recap of Radio Days Europe and his big takeaway Bryan’s review of the Chunnel Bryan and Arielle’s vegan food podcast announcement Bryan’s recap of Podcast Show London and the big opportunity that outside-of-the-U.S. podcast presents What to expect at the Sounds Profitable Summit at Podcast Movement in August in Dallas How to become a sponsor to get involved with the Summit and with Sounds Profitable Here’s our favorite idea from this conversation: if you’re looking to find a niche in the podcast space, learn all about the podcast and audio market outside of the U.S. According to Bryan, through his experience in Europe, there’s tons of opportunity here, especially in the advertising space. Links: Bryan Barletta Arielle Nissenblatt Radio Days Europe Podcast Show London Sounds Profitable Summit at Podcast Movement The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta & Arielle Nissenblatt Audio engineering by Evo Terra Executive produced by Evo Terra of Simpler Media Sounds Profitable Theme written by Tim Cameron See <a href="https://
Fri, June 03, 2022
Podcast Profits On The Rise In The UK + 5 other stories for June 3, 2022
This week on The Download: Podcast profits on the rise in the UK, white noise podcasts prove profitable, and the first Sounds Profitable Business Leader's Summit is headed to Podcast Movement. As is true of many episodes of The Download, we start with an article published on Tuesday. Bron Maher of the Press Gazette published “ https://pressgazette.co.uk/economist-podcasts-paywall /” The lede is somewhat buried, as the interesting information lies not in the framework of The Economist’s future plans to paywall podcasts, but in just how much traffic those free podcasts bring in. Prior to the launch of the publication’s flagship podcast The Intelligence, The Economist had seven full-time employees dedicated to podcasting. As of 2022 that number has ballooned to thirty of the paper’s nearly 320 staff. Quoting the article: “The Intelligence gets approximately 350,000 downloads an episode. In a month, Prideaux said the podcast can now reach as many as two million listeners. During peak coverage of the invasion of Ukraine, the figure hit two and a half million. Across its entire podcast stable, The Economist is now being listened to by more than three million people a month. That compares against 1.2 million print subscribers – while its digital circulation in the second half of 2021 was 995,228, according to its ABC report.” John Prideaux, director of podcasts for The Economist, notes that the podcasting wing’s success brings an unexpected level of familiarity with one’s audience. The Economist’s longstanding policy on not publishing bylines does not extend to their shows, allowing parasocial relationships to blossom where they wouldn’t in articles of identical information without an author attached. Maher quotes Prideaux: “I mean, it’s a bit of a surprise – some of our people, who are on the podcast, they suddenly get not exactly recognised, but internet famous in a way that is new for a place with no bylines. And some of them find that a bit alarming.” Regardless of whether the publication paywalls previously free content, nearly two decades of embracing podcasting has lead The Economist to a point where a fraction of its staff bring in more impressions via podcast audience than the actual published paper. Jacob Kastrenakes, writing for Hot Pod Insider, https://newsletters.feedbinusercontent.com/d1c/d1cd50d1a231ab6a200d0d2d0802ce2b4cf7b3b4.html . The main takeaway of the talk? iHeart believes there’s a finite window in which one can determine if a podcast can be made successful purely through promotion. “First off, a show has to be good, according to Bob Pittman, iHeart’s CEO and chairman. ‘We can’t make something that’s not a hit a hit,’ he said. From there, it comes down to marketing. ‘What we can generally find is probably in two or three
Fri, June 03, 2022
The Final Show - But Not The End
Future articles and podcasts from Sounds Profitable (and me!) are all available here: https://soundsprofitable.com/episodesThanks for coming along for the ride, and I hope you'll join me at Sounds Profitable!See omnystudio.com/listener for privacy information.
S2 E29 · Mon, May 30, 2022
All The Sounds Profitable That’s Fit To Print with Arielle & Evo
Evo Terra and Arielle Nissenblatt discuss all things Sounds Profitable. They go through SP’s recent announcements, content schedule, mission and vision, and more. Listen for: A breakdown of all of our podcasts and why you should be subscribed A breakdown of our article schedule and how you can contribute A discussion of what Sounds Profitable aims to be How we’re pivoting from a newsletter about podcast adtech to a larger business covering the business of podcasting Some history of Evo and his background in adtech How Arielle for got in touch with Bryan Here’s our favorite idea from this conversation: like the podcast industry, Sounds Profitable is constantly evolving to fit the needs of the community that it serves. Links: Evo Terra Arielle Nissenblatt The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta & Arielle Nissenblatt Audio engineering by Evo Terra Executive produced by Evo Terra of Simpler Media Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Fri, May 27, 2022
Spotify Erroneously Serves Liquor + 4 more stories for May 27, 2021
This week on The Download: Spotify erroneously serves liquor, platforms continue to snap up content houses, and RSS.com shares how they beat podcast spam. Last week Spotify experienced the mother of all brand safety mistakes, and for now it has cost them the ad dollars of a major liquor distributor. https://tannerhelps.substack.com/p/spotify-done-effd-up-big-time?s=w , sometime on Saturday Spotify began serving a banner ad for bourbon distillery Wild Turkey to the profile of every podcast. This led to numerous screenshots demonstrating just how unfortunate such a slip-up can be, including children’s entertainment and podcasts discussing sobriety. https://podnews.net/uploads/campari-group-statement.txtQuoting their statement: “We are disappointed that the implementation of the campaign by Spotify was inconsistent with our advertising code and have paused all media with Spotify pending results of the investigation. We are members and partners of DISCUS and Responsibility.org and unequivocally support a responsible marketing agenda.” The Download has covered numerous stories involving new tech designed to ensure brand safety when it comes to problematic podcast hosts or suspect content in an existing brand’s catalog, but this slip-up shows brand safety doesn’t stop at the content of the podcast itself. Which leads to a decision that might set up further problems in the very near future. https://www.protocol.com/bulletins/spotify-political-adsQuoting the article: “In an email the company sent out to potential partners this week, Spotify said that political ads will appear “across thousands of podcasts on and off Spotify.” An accompanying presentation promises political advertisers the ability to target niche audiences and tap into AI-driven “contextual targeting,” which allows advertisers to place ads in podcasts when they are discussing issues relevant to their target audiences.” Lapowsky highlights the uphill struggle Spotify has ahead of them. While competitors like Meta and Google have made efforts to be open with political advertisements by maintaining large public archives, Spotify’s starting from scratch. The Wild Turkey slipup isn’t enough to raise alarms at Spotify’s ability to run ads ethically. Mistakes happen. That said, it does highlight just how impactful a mistake can be when made by a massive player in the industry. A player now dabbling in an area of advertising infamous for its ability to spread disinformation. It’s been a week of big-name acquisitions of talent in the podcasting world. The massive long-running interview podcast WTF with Marc Maron signed with Acast,
Sun, May 22, 2022
What To Expect When You’re Expecting Tom Webster (To Join Sounds Profitable)
Today on the show, Arielle Nissenblatt chats with soon to be Sounds Profitable partner, Tom Webster. They discuss Tom’s entry into the audio world, what drives him to tell stories with data, how to be into statistics without being a “math” person, and our near and longterm plans for the company. Here’s our favorite idea from this conversation: Arielle asked Tom to go through the pillars that the team has outlined as important principles for the company and we break them down. This is a mission statement that we want the podcasting public to hold us to. Links: Tom Webster Tom’s recent article for Sounds Profitable The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta Hosted by Arielle Nissenblatt Audio engineering and transcriptions by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Fri, May 20, 2022
Premium Podcasting On Apple Just Got Easier + 4 more stories for May 20, 2022
This week on The Download: Premium Podcasting on Apple just got easier, Media Monitors slips up on methodology, and Podfest Africa’s annual study is here. Publishing content to a premium subscription feed on Apple Podcasts is about to become far less painful. This Tuesday Techcrunch’s Sarah Perez https://techcrunch.com/2022/05/16/apple-podcasts-gains-storage-clean-up-tools-support-for-annual-subscriptions-and-a-new-distribution-system/ in a rundown of Apple’s new announcements. Quoting the article: “Starting this fall, a select number of hosting providers will support the Delegated Delivery system, including Acast, ART19, Blubrry, Buzzsprout, Libsyn, Omny Studio and RSS.com. Apple says these providers represent around 80% of listening for premium content on Apple Podcasts, and more services will be added over time.” Additionally: “The feature will be available at no additional cost to all creators through Apple Podcasts Connect and creators won’t need a membership to the Apple Podcasts Program to publish their free shows — only to publish premium content.” Prior to the introduction of the delegated delivery offerings, uploading a premium file to Apple for one’s monthly subscribers was an arduous and time-consuming process. Now the process will be smoother, at least for those on hosting platforms included in Apple’s rollout. https://twitter.com/ashleyrcarman/status/1526221885259784192 noted the divide possibly forming between providers when comparing who supports the new Apple feature and who is partnered with Spotify’s similar premium service. The tweet read: “Spotify works with third parties to support its subscription offering, too. The only overlap is Acast, at least according to the initial partner list. [I’m] curious if this means there's now additional stratification in [the] podcast world: team Spotify or team Apple.” In what is pleasantly becoming a weekly segment on The Download, we bring news of podcasting flourishing on a global scale. Last month Podfest Africa published the 79 page report titled https://www.podcasting.africa/discovery-tour-data-edition-report The study is built off research collected in part with in-depth interviews with podcast producers and industry stakeholders, reviewing existing literature on relevant topics, and a survey of 370 podcast listeners across the study’s target areas of Kenya, Nigeria, and South Africa. Unsurprisingly, podcasting seems to be doing well. “These results build on existing evidence of the rapid growth of podcast usage in allt hree countries and the evidence that South Africa, Kenya and Nigeria are the most developed podcasting mar
Sun, May 15, 2022
Exploring a Real-Time Case Study with Fatima Zaidi of Quill
Today on the show, Bryan Barletta speaks with Fatima Zaidi, founder and CEO of Quill inc., a full-service podcast agency that makes it easy for brands and publishers to create, launch and grow successful podcasts. Quill is launching a hosting service, Co-Host. After years of trying to work with existing hosting solutions, Quill found that their clients desired different and more complex KPIs, so, they decided to build a solution that could track them. Listen for: How and why Quill decided to build a new hosting platform in this seemingly saturated space How Quill has built a tech team after running a production company for a few years P.s. they’re still looking for a developer A discussion on the hype around VC and angel funding Why we should celebrate bootstrapped companies A playbook on real-time beta testers Here’s our favorite idea from this conversation: Fatima believes in the concept of “if it’s not broken, don’t fix it.” But she and her team still came to the decision that the existing solutions weren’t hitting all of the needs of their clients. Ultimately, they had to put their clients first. Links: Fatima Zaidi Quill The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta Hosted by Arielle Nissenblatt Audio engineering and transcriptions by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Fri, May 13, 2022
US Podcasting Revenue Is Up + 5 more stories for May 13, 2022
This week on The Download: US podcasting revenue is up, Google launches new way to collect data, and a new partnership aims to bring ethics to advertising. One of many podcasting social media staples is sharing platitudes about how the industry is always growing, always doing better. This Monday offered a wonderful moment where one gets empirical data to back them up. The United States podcast ad revenue market hit a billion dollars for the first time in 2021 and shows no sign of slowing down. Anthony Vargas writes for AdExchanger: “At $1.4 billion – up 72% from roughly $840 million in 2020 – podcasting is now one of the fastest-growing digital media channels, and it’s growing twice as fast as the internet advertising market as a whole, according to a report on podcast ad revenue released by the IAB and PricewaterhouseCoopers on Monday.” Growth has developed so quickly just the US market’s 2021 revenue matched podcasting’s global 2020 revenue. Vargas attributes a bulk of this growth to the increase of dynamic ad insertion leading to better ad placement. Regardless, things are looking good on the business side of podcasting. This Tuesday Rain News’ Brad Hill reported on the Q1 earnings call of audio distribution platform Audacy. CEO David Field cited strong growth in digital revenue but as far as The Download is concerned, we’re interested in their reported 37% podcast revenue increase Audacy’s apps offer a generational divide-bridging service, offering a place to access both terrestrial radio stations and on-demand audio in the form of podcasts in the same place. And it appears Audacy is aiming to take advantage of their broad audience. Brad Hill reports from the earnings call: “A key forward-looking emphasis of the call was the Audacy Digital Audience Network, a scale-and-reach initiative which was launched during the quarter. Field described it as ‘an addressable and aggregate of over 60 million listeners across our app, streaming content and podcast lineup, enabling precision targeting at scale, coupled with real-time optimization and reporting.’” Up next: a bit of nostalgia looking back at the world that allowed podcasting to exist. Last Thursday Ben Thompson of Stratechery posted an interview with Tony Fadell , the designer known as the father of the iPod. On the off chance there are members of The Download’s audience who aren’t old enough to rent a car: the very word podcast is a portmanteau of iPod and broadcast, originally created specifically as a way to share
Wed, May 11, 2022
The Dos and Don’ts & How Tos of Branded Podcasting
Today on the show, Bryan Barletta speaks with Shantae Howell, Creative Director for the Americas at Acast. They discuss branded podcast content: how and when to make it, what to consider, and what to expect Listen for: The difference between branded podcasts, advertising on podcasts, and sponsoring podcasts. How Acast works with brands to make impactful branded podcasts. When your brand should consider getting into the audio game. Here’s our favorite idea from this conversation: a branded podcast can have many different goals, whether it be brand awareness, customer acquisition, sharing customer stories, as a creative outlet for the company, and so much more. It’s important for the brand and the creative agency behind the soon-to-be branded podcast to be aligned in their missions for the show. Links: Shantae Howell Acast The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta Hosted by Arielle Nissenblatt Audio engineering and transcriptions by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Tue, May 10, 2022
Sounds Profitable
I Hear Things is joining Sounds Profitable. That's the tweet.See omnystudio.com/listener for privacy information.
Fri, May 06, 2022
Potential New IAB Standards Revealed + 5 more stories for May 6, 2022
This week on The Download: potential new IAB standards are revealed, advertisers reflect on a year of iOS-enforced privacy, and Facebook is losing the confidence of its customers. Last Thursday Ryan Barwick, writing for MarketingBrew, published a look at some promising new standards https://www.marketingbrew.com/stories/2022/04/28/publishers-are-labeling-their-audiences-to-make-it-easier-for-advertisers-to-target-them With the evolution of online privacy advertising must change with it, and the IAB is experimenting with replacing existing data-collection structures with seller-defined audiences, or SDAs. Instead of adtech using tracking methods to use collected data to serve certain ads to certain users, publishers would use first-party data to decide how to categorize their own audience and take ads targeting those categories. Quoting the article: “Using this data, SDAs would, theoretically, let publishers place their audiences into groups—whether by behavior or interest—which would then be shared with advertisers to help them run targeted programmatic ads. So far, there are roughly 1,600 available labels for publishers to choose from.” Barwick and others at MarketingBrew have taken a liking to the hyper-specific example label of “potatoes/onions” as an example of how granular the SDA system would be if fully implemented. Michael Nuzzo, Vice President and head of Hearst data solutions at Hearst Magazines is quoted from the IAB Tech Lab event in February: “It’s a very positive indication that publishers are gaining more control in the open web. We were only seen as supply. Now, we’re seen as supply, identity partners, as well as data providers, and that’s an exciting shift.” This signals a significant boon for podcasting. The IAB has created a world where podcast producers determine their audiences and present them to advertisers. An open world with power in the hands of producers is a good thing. Last Thursday Digiday’s Kimeko McCoy published an article covering the thoughts of advertisers on the https://digiday.com/marketing/it-changed-the-way-people-perceived-digital-advertising-advertisers-reflect-on-ios-14-changes-a-year-later/ “In this last year, Apple’s crackdown on in-app tracking upended the digital advertising industry and crippled advertisers’ ability to know whether their mobile ads were working. It forced them to look elsewhere to spend their dollars.” iOS 14, along with other similar privacy-boosting offerings from web browsers and Android devices, changed the game. Platforms reliant on the old buffet of collectable data have had issues adjusting, as we’ll cover in a Fac
Sun, May 01, 2022
Beyond Editing and SEO: How to Produce Compliant Podcast Transcripts
Today on the show, Bryan Barletta speaks with Ma’ayan Plaut, who is the growth marketing manager at 3play media. They discuss what it means to create accessible and compliant podcast transcripts. Ma’ayan recently tweeted about the need for transcripts to include non-speech elements. Her tweet was instructive and contained practical information for podcast publishers. We expand upon her thread in this conversation, and go beyond it as well. We are moving towards a world in which we don’t simply consume podcasts by listening. Consumers will read podcast content, too; whether that’s because they prefer to read it or because they are d/Deaf or hard-of-hearing, or for a variety of other reasons. For those use-cases, and more, we need to find a way to make transcripts for available and accessible. Listen for: Statistics on how many people are consuming podcasts via transcripts How publishers can prioritize creating transcripts beyond just in the initial editing process Discussion as to which lawsuits have impacted this discussion How to dissect important legislation that regulates accessibility requirements for media creators Here’s our favorite idea from this conversation: transcripts should be vetted by a human. Even if AI gets us halfway there, it’s important to have the final version looked over by a real human. Why? Names like Ma’ayan Plaut and even Arielle Nissenblatt very rarely get AI transcribed the right way. Links: Ma’ayan Plaut 3Play Media Paul F. Tompkins’ Tweet The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta Hosted by Arielle Nissenblatt Audio engineering and transcriptions by Ian Powell Executive produced by Evo Terra of <a href="https://simpler.media/" target="_blank" rel="norefer
Fri, April 29, 2022
Warner Music Launches A Podcast Network + 3 more stories for April 29, 2022
ICYMI: Warner Music launches a podcast network, Spotify weathers the storm, and personnel changes at Edison Research. Warner Music Group is dipping its toes into podcasting with its first network: Interval Presents . The new network’s slate promises a variety of content lead by popular musicians and celebrities who work with WMG. “The initiative marks the first major music label to follow in Sony Music’s lead; Sony entered the podcast arena five years ago in May, 2017.” WMG Senior VP of Digital Strategy & Business Development Allan Coye has stepped into the role of General Manager of Interval Presents content. CDO and EVP of Business Development Oana Ruxandra set the tone for what Interval Presents intends to accomplish. She says, “There’s a hunger for more inclusive and authentic podcast content and, with Allan leading the charge, we’re thrilled to launch an audio platform that will connect with this growing audience and spotlight a breadth of voices and perspectives.” While this might initially look like simply another company jumping into the field of celebrity podcasts, that itself is enough to help grow the industry. With more celebrity-hosted podcasts comes a higher chance of graduating those who only listen to music into full-fledged podcast listeners who seek out content beyond their initial introduction, be it with a Jason Derulo-hosted fiction podcast or a Lupita Nyong’o series on African diaspora. --- This week Spotify’s Q1 numbers became the subject of much discussion as they became public. On Wednesday Bloomberg’s Ashley Carman published “Spotify Tumbles as Investors Question Podcast Investments.” “Spotify Technology SA has spent more than a billion dollars in an effort to become the No. 1 name in podcasting, but investors’ patience is wearing thin on how much that will cost.” Carman’s article paints a cloudy sky for the big green dot with investors getting antsy at the amount of money invested in podcasting intended for long-term growth over short-term returns, including a gross margin of 25.2% that falls short of the 30 to 40% target. That said, both paid subscriptions and unpaid ad-supported users are up despite locking out Russian users and much-publicized Joe Rogan backlash. Sarah Perez writes for a TechCrunch article on the same subject this Wednesday: “Despite losing 1.5 million users in Russia, Spotify’s premium subscribers grew 15% year-over-year in the first quarter to reach 182 million, large
Fri, April 29, 2022
Roll With The Changes
Ashley Carman's article on Spotify's earnings call: https://www.bloomberg.com/news/articles/2022-04-27/spotify-dodges-joe-rogan-controversy-forecasts-miss-estimates?sref=W6GJF3MS Support I Hear Things! http://buymeacoffee.com/tomwebster See omnystudio.com/listener for privacy information.
Sun, April 24, 2022
How Is Podcast Adtech Different From All Other Adtech?
Today on the show, Bryan Barletta speaks with Conor McKenna, director at LUMA Partners. They discuss how adtech in podcasting applies to adtech in other adtech-led companies. Listen in to learn about: How we're still in the early days of building technology specifically made for podcasts How we need to build software that makes the process of buying and selling ads more seamless How we need better attribution technology because downloads aren't enough Why Conor recommends that publishers build out other content channels beyond podcasting Here’s our favorite idea from this conversation: Bryan and Conor don't agree about everything. And it makes for some interesting takeaways! Links: Conor McKenna LUMA Partners The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta Hosted by Arielle Nissenblatt Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Fri, April 22, 2022
Data Scraping Is Officially Legal + 5 other stories for April 22, 2022
Today on The Download; data scraping is officially legal, recent Spotify purchases prove concerning for some, and what fiction podcasters can learn from their non-fiction cousins. Collecting data just got legally less questionable in the United States. On a Tuesday news roundup for ExchangeWire, Hanna Dillion covered a huge decision by the US court of appeals . The suit, brought by LinkedIn to prevent a rival company from scraping their publicly-available data, has ended with the Ninth Circuit of Appeals declaring the act of data scraping legal. The act of scraping - using software to automatically collect data hosted on the public internet - is now legally defined as an act that is not classified as hacking with the court’s decision. Scraping, thus, does not violate the Computer Fraud and Abuse Act of 1986. The landmark ruling should come as a relief to academics, journalists, researchers, and archivists, for whom scraping publicly available information from the internet is an integral part of their day-to-day work. The decision, however, could also renew privacy and security concerns, as web scraping has been used for nefarious purposes in the past; in May 2021, several tech giants filed lawsuits against Clearview AI, a facial recognition startup which claimed to have scraped billions of social media profile photos, without the consent of users. What does this mean for the podcasting world? One can legally scrape data, but what they do with it remains a legally gray area. Scraping publicly-available RSS feeds for academic purposes is fine. Scraping those same feeds for email addresses with intent to spam anyone who isn’t using a certain company’s hosting service with offers to switch to said service is subject to other pre-existing laws. For more on the state of data scraping, see our March 11th episode coverage of a story about a similar lawsuit. Up next, in yet another recurring thread that has resurfaced: last Friday a Morning Brew article by Alyssa Meyers went live, titled “Spotify’s acquisition of podcast analytics firms has some in the industry concerned.” The piece acts as an industry reaction to the February acquisition of Podsights and Chartable (see The Download’s February 18th episode for our coverage at the moment). In the interest of full disclosure, we must note one of the industry voices quoted by Meyers is Sound Profitable’s own Bryan Barletta. The week after Spotify announced the acquisitions, Mike Kadin, CEO of podcast hosting and monetization platform RedCircle, told Marketing Brew it “had folks reach out to us from major publishers and ask if we
Sun, April 17, 2022
How to Position Your Podcast to Be Featured in the Major Podcasting Listening Apps
Today on the show, Bryan Barletta speaks with Steve Wilson, chief strategy officer at QCODE Media. They discuss what it takes to get podcasts featured in major podcast listening apps, building relationships with podcast discovery platforms, and becoming a co-marketing partner.Listen in to learn about: Steve's background and how he got into the podcast world. How to put your best foot forward when it comes to partnering with podcast listening apps. Why it's worth it to spend time cultivating relationships with in app curators. Why it's worth experimenting with different strategic partnerships plans with different listening apps. Pod.link, and why it's important to use, but it's not everything. Here’s our favorite idea from this conversation: podcast publishers have an opportunity, when posting on social media, to elevate the relationships they have (or want to have) with podcast listening apps, by promoting the link to their show on Apple or Spotify or Castbox (we could go on all day).Links: Steve Wilson QCODE The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta Hosted by Arielle Nissenblatt Audio engineering and transcriptions by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Fri, April 15, 2022
Audio is the Fastest Growing Digital Ad Sector + 6 Other Stories
This Week On The Download: the IAB cites digital audio as the fastest-growing digital ad sector, Anchor language update embraces global podcasting, and Adweek launched their own podcast network. Let’s get started. Good news for those in the world of digital advertising: your efforts are working extremely well, according to the International Advertising Board. On Tuesday the IAB published an article titled https://www.iab.com/news/digital-advertising-soared-35-to-189-billion-in-2021-according-to-the-iab-internet-advertising-revenue-report/ Not the catchiest of headlines, but the article is full of good news. “The growth is consistent with a recent study from Harvard Business School, commissioned by IAB, which showed the internet economy has grown seven times faster than the U.S. economy over the past four years and now accounts for 12% of the U.S. GDP.” Digital advertising in general might be up, but there’s a tiny bit of news for the world of podcasting. Digital video, social media, and search revenue are all trending upward but digital audio has outpaced them all. According to one of the IAB’s highlights, digital audio took home the highest year over year growth at 57.9%, totaling $4.9 billion. There’s a lot changing in the world of advertising. Both this and previous episodes cover the small evolutions required to adapt to new tech, legislation, and industry standards. Despite it all, podcasts are still bringing in the money. One of the big-picture stories we’ve been following on The Download for months is that of podcasting as a global medium, not just something for English-speaking markets. The biggest news on that front was posted last Thursday on the official blog of Spotify’s podcast hosting platform Anchor. As of Thursday, https://blog.anchor.fm/updates/anchor-web-localization?utm_source=podnews.net&utm_medium=rss&utm_campaign=podnews.net :2022-04-11 “One of our biggest goals is to ensure that creators everywhere have access to all the robust tools and features Anchor has to offer. And while creators around the world have been able to record, host, and grow their podcast on our platform, Anchor on web hasn’t always been available to everyone in their native language.” As podcasting grows its infrastructure needs to grow with it. Localizing websites built for a different language is difficult under the best conditions. A major player in the podcasting industry allowing sites built on their service to be built in the native language of thirty five languages is a big step forward in supporting a world where the idea of a podcast does not automatically default to something produced in English. On Tuesday A
Fri, April 15, 2022
Podcasting's Most Important Investment
Suscribe to the I Hear Things newsletter at http://tomwebster.media Michael Stelzner's Crypto Business podcast: https://www.socialmediaexaminer.com/crypto-business-podcast/ Brian Fanzo's NFT 365 podcast: https://www.isocialfanz.com/nft365 Support the show at http://buymeacoffee.com/tomwebster See omnystudio.com/listener for privacy information.
Sun, April 10, 2022
Recapping Podcast Movement: Evolutions
Today on the show, Bryan Barletta and Arielle Nissenblatt discuss Podcast Movement: Evolutions, which took place last month in Los Angeles. Overall, they had a blast, met with a ton of industry folks, had some nice meals, and attended some innovative sessions. Bryan and Arielle take time to highlight Evo Terra's Podcast Hall of Fame acceptance speech.Listen in to learn about: The overall feel of the event The YouTube announcement Bryan's on-stage time Arielle's social media talk Evo Terra's acceptance speech and his call to action for the future of the industry Future podcast events Here's our favorite idea from this conversation: It was super neat to meet Sounds Profitable listeners, sponsors, and readers in person! Links: Podcast Movement Evo's speech The Download Sounds Profitable: Narrated Articles SquadCast The Podcaster's Dilemma Credits: Hosted by Bryan Barletta Hosted by Arielle Nissenblatt Audio engineering and transcriptions by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Fri, April 08, 2022
Digital Ads Evolve As Online Privacy Increases + 4 more stories for April 8, 2022
**This week on The Download; digital ads evolve as online privacy increases, Substack poaches podcasts from Patreon, and iHeartMedia is buying NFTs to make podcasts about them.**A fair amount of coverage has been written about the so-called death of targeted advertising. Privacy changes implemented by Google and Apple have made some waves, but said waves are having interesting effects on the industry. On Wednesday Brian Chen and Daisuke Wakabayashi published a New York Times piece called * You’re Still Being Tracked on the Internet, Just in a Different Way*. A fair amount of coverage has been written about the so-called death of targeted advertising. Privacy changes implemented by Google and Apple have made some waves, but said waves are having interesting effects on the industry. On Wednesday Brian Chen and Daisuke Wakabayashi published a New York Times piece called * You’re Still Being Tracked on the Internet, Just in a Different Way*. Throughout the piece Chen and Wakabayashi alternate between birds-eye views of the tech industry and personal anecdotes from small business reflecting the changing landscape of traditional digital ads. “The rise of this tracking has implications for digital advertising, which has depended on user data to know where to aim promotions. It tilts the playing field toward large digital ecosystems such as Google, Snap, TikTok, Amazon and Pinterest, which have millions of their own users and have amassed information on them. Smaller brands have to turn to those platforms if they want to advertise to find new customers.” Where in previous years a business would be able to purchase ad space on services like Instagram or Facebook, famous for their tracking providing fine-tuned results, now the pendulum has shifted. “Shawn Baker, the owner of Baker SoftWash, an exterior cleaning company in Mooresville, N.C., said it previously took about $6 of Facebook ads to identify a new customer. Now it costs $27 because the ads do not find the right people, he said.” With the devaluing of assumed default channels of advertising, more budgets are being redistributed to new avenues of advertising. Especially options with first-party data. While podcast advertising doesn’t offer that data for users, the contextual nature and growth of podcasting-first data solutions are becoming appealing options for those buyers Dave Jones (no relation to the undersea legend) posted a blog to Substack Monday with intent to clear the air on Podcasting 2.0 . What exactly is Podcasting 2.0? As Jones puts it: “T
Sun, April 03, 2022
For Your Consideration: The Many Flavors of Sounds Profitable
We’re offering up a special treat for you today. You see, a lot of the Sounds Profitable crew was all at Podcast Movement Evolutions last week... and what a week it was! Think non-stop discussions about podcasting, ad tech, equipment, statistics... and more. This week, as we wind down from all the hype, networking, eating, and drinking that occurred in LA, Bryan's having some fun in Disneyland with his family, and Arielle's enjoying some time with family on the west coast. This episode is actually from an episode of another of our podcasts, called Sounds Profitable: Narrated Articles. And that podcast is what it says on the box—an article published on Sounds Profitable that’s narrated by the writer. In this case, it’s Bryan, walking you through the entirety of the Sounds Profitable family of shows. At least as they are today. Credits: Written by Bryan Barletta Copy editing by Evo Terra Rather read it? https://soundsprofitable.com/update/many-flavors Audio engineering by Ian Powell Sounds Profitable theme written by Tim Cameron Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com .See omnystudio.com/listener for privacy information.
Fri, April 01, 2022
Podcast CPMs Outpace Digital + 4 more stories for Apr 1, 2022
Today on The Download from Sounds Profitable; podcast CPMs blow digital out of the water, a leaked document reveals YouTube plans for podcasters, and iHeartMedia breaks into kids podcasting. In a development some industry veterans might not have seen coming when they got started in the industry: The Wall Street Journal has an article about podcast advertising . And what’s better: podcast CPMs are doing well. Last Friday WSJ’s Megan Graham published “Streaming Audio Climbs the Charts With Marketers, but Some Want More Certainty.” Graham’s 900-word report combines interviews with advertisers with data from sources like the Infinite Dial to give a birds-eye view of the industry. “In early 2021, some 68 percent of Americans aged 12 and older said they listened to online audio in the previous month, up from 47% who said the same in 2014, according to surveys conducted by Edison Research and Triton Digital.” Graham goes on to cite a Standard Media Index study showing podcast CPMs rose to $26 in Q3 2021, up four dollars from 2019. The piece covers some of the inherent issues with confirming the reach and success of a given podcast ad, but primarily presents a bright future to the industry through quotes from ad buyers big and small. While it’s not full of brand-new information that’d shock someone with an eMarketer bookmark, it does reflect a healthy and growing industry. And did we mention the Wall Street Journal is talking about podcasting? Last week we covered the developing story of TV ratings giant Nielsen, their pack of evolution, and a rejected buyout offer of six billion dollars. According to InsideRadio this Tuesday, Nielsen has sold for sixteen billion to a collective of private equity firms. “The Nielsen board voted unanimously to support the acquisition proposal, which represents a 10% premium over the consortium's earlier proposal and a 60% premium over Nielsen's stock price before the potential sale surfaced in early-March.” Barring any unforeseen interruptions, the deal is expected to close in the latter half of 2022. Now we wait to see if, as said last week on The Download, yet another third party incumbent for measurement and research becomes a proprietary service under new ownership. YouTube’s planning big things for podcast integration, monetization, and analytics, according to an exclusive scoop on Wednesday from Podnews . “Despite no announcement from YouTube’s director of podcasting, Kai Chuk, at Podcast Movement Evolutions last week, Podnews has been sen
Fri, April 01, 2022
What To Do When The Line Stops Going Up
The full Infinite Dial 2022 Presentation: https://www.youtube.com/watch?v=zf3CtkkUqgAMy Medium article, with a recap of the current state of podcasting for 2022: https://webby2001.medium.com/the-state-of-podcasting-in-2022-back-to-work-2b21583c33bcSpotify's new podcasting interface (from Podnews): https://podnews.net/update/spotify-new-ux Adori Labs: https://www.adorilabs.comSee omnystudio.com/listener for privacy information.
Sun, March 27, 2022
Breaking Down 1st, 2nd, and 3rd Party Data
Today on the show, Bryan Barletta speaks with Tyler Blot, Director of Client Development at TransUnion about data -- 1st and 3rd party data, with a bit of 2nd party data thrown in there. They discuss the differentiating factors between the three of them and what you should know as an advertiser and consumer.Listen in to learn about: Transparency in data collection How and why your data is collected Why this conversation is important to have right now And much more! Here's our favorite idea from this conversation: You have to do your homework. While your industry peers can vouch for a product to a certain extent, you won't be able to make your decisions until you read the fine print.Links: TransUnion Tyler Blot The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta Co-hosted by Arielle Nissenblatt Audio engineering and transcriptions by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Fri, March 25, 2022
Unsavory Developments At Stitcher After Buyout + 5 other stories for Mar 25, 2022
Today on The Download; A new article shines light on unsavory developments at Stitcher after their buyout, Chartable is shuttering SmartAds, and this year’s edition of The Infinite Dial was unveiled at Podcast Movement: Evolutions. Last Friday, Tom Webster published an installment of I Hear Things titled Podcasting’s Most Controversial Statistic . The statistic in question relates to an experiment run by Edison Research’s Podcast Consumer Tracker. The parameters of the experiment were simple: discern how many networks an advertiser would have to buy run-of-network spots to reach at least half of weekly podcast listeners, accounting for unduplicated reach. Webster goes into great detail explaining unduplicated reach, something The Download’s writer does not feel qualified to condense further. “When we ran these numbers a year ago, we discovered that you could reach 50% of weekly podcast listeners if you bought every show on the top seven podcast networks.” Webster has run the same experiment again using Q4 2021 data and that number has now dropped to one only needing to buy out ad space on four podcast networks to confidently reach fifty percent of podcast listeners. Webster stresses the importance of collective action for smaller, independent podcasters who don’t have the same ad-buying power of the bigger players in the industry. “I have a day job (I am sure you do, too), but if indie podcasters don't find a way to organize and consolidate their buying power, some monetization options are just not going to be available for them. For you.” On Tuesday The Verge published How SiriusXM Bought and Bungled a Beloved Podcast Network . **With extensive reporting by writer Ashley Carman and bespoke illustrations, the piece tells the story of SiriusXM’s acquisition of Stitcher from the founding of comedy podcast network Earwolf in 2010 to today. The 2020 SiriusXM and Stitcher merger came with many beneficial changes for both companies. SiriusXM gets all the benefits of a successful podcasting company while the producers get access to SiriusXM-level budgets, enabling podcasts under the Stitcher banner to grow and improve. “But according to 13 former corporate employees across Stitcher who spoke with The Verge anonymously because of nondisclosure agreements and fear of retaliation, the merger was marked by confusion, culture clash, and shifting objectives. Around 145 people worked at Stitcher when it was bought, and since then, more than a quarter of them have left, The Verge found through LinkedIn.” Carman’s article continues at length to detail systemic issues plaguing all but the most successful content creators through the multiple buyouts that lead to SiriusXM’s difficult
Sun, March 20, 2022
Brand Safety & Suitability: Explained
Today on the show, Bryan Barletta sits down with Brendan Kelly (director of ad quality measure) and Stacey Hultgren (senior manager of ad quality measurement) of SXM Media to break down the concepts of brand safety and suitability. How do advertisers determine what shows are brand safe and brand suitable for them? They also discuss a proposal that Brendan and Stacey recently brought to an IAB working group, focusing on how transcripts can be used to ameliorate the process of determining brand safety and suitability for podcasts and audio.Listen in to learn about: The different between brand "safe" and brand "suitable. What is the IAB and how can you join? Why Bryan, Stacey, and Brendan think there's still ample time to get in on the ground floor and make changes. Why transcripts are so crucial for advertisers to acquire and consider. And much more! Here's our favorite idea from this conversation: Bryan uses the recent example of the Applebee's ad running on CNN's wartime coverage of Ukraine to explain brand suitability.Links: The IAB The IAB tech lab SXM Media The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta Audio engineering and transcriptions by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Sounds Profitable Theme written by Tim Cameron YouTube | <a href="https://www.youtube.com/c/TheYoungTurks" target="_blank" rel="noreferrer
Fri, March 18, 2022
Beer Gets Into Video Podcast Advertising + 6 more stories for Mar 18, 2022
Today on The Download from Sound Profitable; Beer gets into video podcast advertising, kids podcast business is booming, and an appeal to private marketplace deals over FAANG, and more. Production company Crooked Media has kicked off a campaign incorporating a purely visual sponsorship into Offline with Jon Favreau, and it’s from a sector not frequently seen in podcasting. Morning Brew’s Alyssa Meyers covered the story last Friday , shining light on a YouTube-focused partnership between Crooked Media and Blue Moon beer, a subsidiary of Molson Coors. “For Blue Moon, Crooked agreed to add title cards that say ‘presented by Blue Moon,’ along with the brand’s logo, to the start of each Offline YouTube episode, Crooked Media VP of commercial marketing and creative strategy Joel Fowler told Marketing Brew.” In addition to the title card and host-read ads in each video, Blue Moon will also buy YouTube ad space specifically on Crooked Media’s YouTube channel. Joel Fowler told Marketing Brew Blue Moon is the first “bigger blue-chip brands that you’re seeing come into the podcast space.” Fowler foresees more Fortune 500 companies embracing multi-media podcast ad campaigns in the near future. Disinformation detection company NewsGuard is looking to provide brand safety by uprooting disinformation in podcasts. According to reporting by MediaPosts’ Joe Mandese : “NewsGuard is said to be in talks with at least three of the ad industry’s big holding companies to fund the new podcast rating service, and would reap a six-month exclusive window as part of the deal.” Mandese connects a renewed industry interest in new brand safety tools for podcasts to the latest controversy surrounding the resurgence of COVID-19 disinformation on Spotify’s The Joe Rogan Experience. NewsGuard aims to provide a personal touch with physical human analysts to employ prior knowledge and context to determine a podcast’s veracity, building lists of safe or problem podcasts as time goes on. While initially NewsGuard’s attempt to adapt their blog fact-checkers for podcasting sounds noble, it raises some eyebrows. It’s a proprietary tool that’ll have six-month exclusivity for the anonymous holding companies funding the project. Their chosen hands-on approach also isn’t scaleable like other solutions currently in production, like that offered by Barometer. Unlike NewsGuard, Barometer is using the publicly-auditable GARM framework and isn’t focusing on exclusivity with a particular investor. It is *The Download’*s opinion that the brand safety problem needs not be solved with proprie
Fri, March 18, 2022
Podcasting's Most Controversial Statistic
Sorry about all the police sirens. I wasn't arrested. No, I had to record this on St. Patrick's Day. In Downtown Boston. It's like Christmas, but for alcotourists.Register for the 2022 Infinite Dial presentation here: https://www.eventbrite.com/e/the-infinite-dial-2022-tickets-290830069567?aff=edisonnewsletter&__s=xxxxxxx Support for I Hear Things can be provided at https://www.buymeacoffee.com/Tomwebster See omnystudio.com/listener for privacy information.
Sun, March 13, 2022
The Low-Down From 'The Download' Team at Sounds Profitable
Manuela Bedoya, Shreya Sharma, and Gavin Gaddis are on the show today, chatting with Bryan Barletta about our newest podcast, The Download. If this is your first time hearing about it, The Download is our weekly podcast about the business of podcasting. It started in December, and was initially hosted by Evo Terra and Bryan Barletta. We quickly decided to bring in Sharma, Bedoya, and Gaddis to the production and hosting team. In this chat, learn more about the team behind The Download and why we decided this podcast was necessary in the first place, both for Sounds Profitable, and for the podcast industry. Listen in to learn about: How The Download team sources their news. How Sharma, Bedoya, and Gaddis stay up to date on the podcast world's happenings. Our goal for The Download An upcoming Spanish-language version of The Download, prominently featuring Sounds Profitable contributor Gabriel Soto of Edison Research How The Download fits into Sounds Profitable's overall mission And much more! Here's our favorite idea from this conversation: when each guest was asked where they get their podcast news, they cited each other's podcast newsletters -- Shreya Sharma writes Inside Podcasting , Manuela Bedoya curates the Podcasting, Seriously newsletter , and Gavin Gaddis is subscribed to all of 'em! Links: Follow Manuela Follow Gavin Follow Shreya The Download SquadCast Sounds Profitable: Narrated Articles Credits: Hosted by Bryan Barletta Audio engineering and transcriptions by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Sounds Profitable Theme written by <a href=
Fri, March 11, 2022
Ad Tech Firms Under Fire For Data Scraping + 5 more stories for Mar 11, 2022
Today on The Download from Sounds Profitable; ad tech firms are under fire for data scraping, Amazon joins the social audio market, YouTube is paying podcasters to incorporate video, and more. Morning Brew’s Ryan Barwick reports that trade groups acting on behalf of publishers from the US, UK, and Canada are accusing ad-tech firms of unfairly scraping metadata from websites Once collected, this allegedly ill-gotten data is used to create contextual advertising segments for clients without the publisher’s consent, also undercutting the publishers’ attempts to directly sell contextual advertising deals. “Now that third-party cookies are dying and some ad dollars are shifting to contextual advertising—ads based on the content of the media, not on personal information—publishers want a (better) seat at the table and stronger terms as the industry adopts new technologies.” Richard Reeves, managing director of the Association of Online Publishers, summarized the issue of companies scraping data. “What we are now seeing is people almost brazenly walking through your home, and removing your furniture, and selling your assets elsewhere. And you don’t even know that they’re doing it, or you can’t receive any value for it. Just because you can doesn’t mean to say you should.” Data scraping isn’t new to podcasting, either. Transcription happens in podcasting, with and without a publisher's consent. It’s likely however this wider publisher issue plays out will have trickle-down effects to what companies can do with unlicensed podcast transcripts. Amazon has a new social audio app to make podcasters' dreams of being a DJ come true. Brad Hill of Rain News reports: “While early reports compare Amp to Clubhouse, Amazon’s promotional emphasis is on building interactive music shows, something like live, interactive radio.” Amp brings to mind an obscure podcasting tool Spotify launched for Anchor in late 2020. The feature, titled Shows with Music at launch, allows podcasters on Anchor to slot any song in the Spotify catalog between any pre-recorded podcast segments. Listeners with Spotify Premium would experience a seamless transition as if the music was baked into the podcast, while free listeners would hear a thirty second preview of the song. Shows with Music still exists, technically, but has fallen by the wayside to become a feature hidden in the Anchor interface. Much like the forgotten podcasts from big-name creators covered last week. Amp, conversely, only requires listeners to sign up for a free Amp account to listen to creators. The Verge’s Jack Kastrenakes writes: “Amazon is positioning this as more of a radio-style service than a live chat service (there’s even a five-person cap on callers right now), which is probably for the best.” Shows with Music was a cool feature that enabled podcasters to live out their radio DJ dreams in a copyright-friendly manner. Another platform with a massive collection of licensed content at their disposal playin
Fri, March 11, 2022
Ad Tech Firms Under Fire For Data Scraping + 5 more stories for Mar 11, 2022
Today on The Download from Sounds Profitable; ad tech firms are under fire for data scraping, Amazon joins the social audio market, YouTube is paying podcasters to incorporate video, and more. Morning Brew’s Ryan Barwick reports that trade groups acting on behalf of publishers from the US, UK, and Canada are accusing ad-tech firms of unfairly scraping metadata from websites Once collected, this allegedly ill-gotten data is used to create contextual advertising segments for clients without the publisher’s consent, also undercutting the publishers’ attempts to directly sell contextual advertising deals. “Now that third-party cookies are dying and some ad dollars are shifting to contextual advertising—ads based on the content of the media, not on personal information—publishers want a (better) seat at the table and stronger terms as the industry adopts new technologies.” Richard Reeves, managing director of the Association of Online Publishers, summarized the issue of companies scraping data. “What we are now seeing is people almost brazenly walking through your home, and removing your furniture, and selling your assets elsewhere. And you don’t even know that they’re doing it, or you can’t receive any value for it. Just because you can doesn’t mean to say you should.” Data scraping isn’t new to podcasting, either. Transcription happens in podcasting, with and without a publisher's consent. It’s likely however this wider publisher issue plays out will have trickle-down effects to what companies can do with unlicensed podcast transcripts. Amazon has a new social audio app to make podcasters' dreams of being a DJ come true. Brad Hill of Rain News reports : “While early reports compare Amp to Clubhouse, Amazon’s promotional emphasis is on building interactive music shows, something like live, interactive radio.” Amp brings to mind an obscure podcasting tool Spotify launched for Anchor in late 2020. The feature, titled Shows with Music at launch, allows podcasters on Anchor to slot any song in the Spotify catalog between any pre-recorded podcast segments. Listeners with Spotify Premium would experience a seamless transition as if the music was baked into the podcast, while free listeners would hear a thirty-second preview of the song. Shows with Music still exists, technically, but has fallen by the wayside to become a feature hidden in the Anchor interface. Much like the forgotten podcasts from big-name creators covere
Fri, March 11, 2022
The Care And Feeding Of A Podcast Audience
Register for the 2022 Infinite Dial presentation here: https://www.eventbrite.com/e/the-infinite-dial-2022-tickets-290830069567?aff=edisonnewsletter&__s=xxxxxxx The top podcast networks, by reach: https://www.edisonresearch.com/u-s-top-podcast-networks-by-reach-q4-2021/ The difficulty of "hits" in podcasting: https://tomwebster.media/the-oversimplified-superstring-hit-incubation-theory-of-podcasting/ Support the show! Buy Walnut a treat! https://www.buymeacoffee.com/Tomwebster See omnystudio.com/listener for privacy information.
Sun, March 06, 2022
Unpacking Podcasting’s Good Data w/ Caila Litman
Caila Litman , author of Sounds Profitable's #GoodData series and longtime podcast industry professional, is on the show today. It's a special episode—sans regular host Bryan Barletta. Caila and Arielle Nissenblatt , who you usually hear at the top and bottom of each episode, discuss all things Good Data. If you've been wondering how our Good Data series came to be and what our goals are for it, this episode is for you. Listen in to learn about: How Caila finds, dissects, and evaluates data Caila's background (hint, she doesn't come from a math/statistics standpoint) Caila's goals for the #GoodData series and how she sees it evolving over the next few months Some of Caila's favorite recent stats from Nielsen and Edison Research The emergence of the "lighter listener" And much more! Here's our favorite idea from this conversation: Nielsen data has shown that COVID has propelled an emergence of the "lighter listener," people who don't listen to hours and hours of audio each week, but something closer to 1-2 hours. This is an opportunity for advertisers to target newer listeners. Links: Caila's first article Caila's second article Connect with Caila Litman Submit to The Podscape Podsights SquadCast The Download Sounds Profitable: Narrated Articles Credits: Hosted by Bryan Barletta and Arielle Nissenblatt Audio engineering by Ian Powell Evo Terra is the executive producer of Sounds Profitable: Adtech Applied Special thanks to Jam
Fri, March 04, 2022
Big Name Podcasting Gets Big Numbers + 5 other stories for Mar 4, 2022
Today on The Download from Sounds Profitable; big names in podcasting are pulling down big numbers in ad revenue, Meta and Mozilla have teamed up to change advertising privacy, and TikTok might not be the #1 place to take short-form podcast content. On a sober, world-news note: Advertisers are weathering unintended consequences from Russia’s invasion of Ukraine. Ryan Barwick of Morning Brew wrote a brief rundown of the situation last Friday. According to a Business Insider report, Google AdSense has been found on publishers of Russian state propaganda. “While on those sites, BI observed Google-served ads from Best Buy, Progressive, and Allbirds, and a handful of other brands. Marketing Brew also saw ads for brands on these two sites, but a banner ad atop several stories was blocked by Integral Ad Science, a brand-safety firm.” Barwick then pairs this evidence of brand safety kind-of working with the infamously-timed Applebee’s promotion that aired in a split-screen ad break with footage of Kyiv under siege. The ad, featuring footage of a man in a cowboy hat gyrating his butt in glee over $1 boneless chicken wings, went viral on social media for its grim pairing with footage of burning buildings. “What do these stories have in common? Funding journalism. Advertisers often don’t want to fund inflammatory, hateful, or controversial content. While brand-safety tech might help marketers avoid having their ads showing up on propaganda sites, it can also direct their ads away from legitimate coverage of political or other sensitive topics, inadvertently hurting newsrooms as a result.” Both the propaganda site ad serves and Applebee’s pulling from CNN serve as evidence of extremes of what could happen in similar spheres of podcasting. To ignore brand safety and the messaging of associated programs is a recipe for being associated with disinformation and propaganda. To overcorrect and leave the space entirely could leave journalism podcasts without the stability of CNN in a financial pickle. Continuing the Morning Brew coverage: last week Alyssa Meyers rounded up the earnings highlights of some giants in the podcasting industry. SiriusXM, Spotify, Acast, and iHeartMedia all show significant growth. Both Spotify and Acast posted a 40% year-over-year increase for ad revenue while SiriusXM-owned Pandora experienced a 30% growth. The biggest headline-grabber of the bunch, though, is iHeartMedia “Q4 revenue grew 59% in iHeartMedia’s ‘Digital Audio Group’ division, which encompasses iHeartMedia’s podcasting business, digital service, and ad-tech companies. Podcast revenue alone increased 130% YoY. The company said the growth was partly due to ‘general increased demand for digital advertising’ and ‘the growing popularity of podcasting.” It appears the industry-wide trope of saying podcasting ads are fast-growing is less of a marketing pitch and more a truism as more companies rake in those fast-growing profits. Up next we have a story shuffled into the
Fri, March 04, 2022
Big Name Podcasts Gets Big Numbers + 5 other stories for Mar 4, 2022
Today on The Download from Sounds Profitable; big names in podcasting are pulling down big numbers in ad revenue, Meta and Mozilla have teamed up to change advertising privacy, and TikTok might not be the #1 place to take short-form podcast content. https://www.morningbrew.com/marketing/stories/2022/02/25/ads-from-major-brands-are-running-on-news-sites-owned-by-or-linked-to-the-russian-government?utm_campaign=mkb&utm_medium=newsletter&utm_source=morning_brew&mid=4afb33bb7ffe284d840660fb3604ff60. Ryan Barwick of Morning Brew wrote a brief rundown of the situation last Friday. According to a Business Insider report, Google AdSense has been found on publishers of Russian state propaganda. “While on those sites, BI observed Google-served ads from Best Buy, Progressive, and Allbirds, and a handful of other brands. Marketing Brew also saw ads for brands on these two sites, but a banner ad atop several stories was blocked by Integral Ad Science, a brand-safety firm.” Barwick then pairs this evidence of brand safety kind-of working with the infamously-timed Applebee’s promotion that aired in a split-screen ad break with footage of Kyiv under siege. The ad, featuring footage of a man in a cowboy hat gyrating his butt in glee over $1 boneless chicken wings, went viral on social media for its grim pairing with footage of burning buildings. “What do these stories have in common? Funding journalism. Advertisers often don’t want to fund inflammatory, hateful, or controversial content. While brand-safety tech might help marketers avoid having their ads showing up on propaganda sites, it can also direct their ads away from legitimate coverage of political or other sensitive topics, inadvertently hurting newsrooms as a result.” Both the propaganda site ad serves and Applebee’s pulling from CNN serve as evidence of extremes of what could happen in similar spheres of podcasting. To ignore brand safety and the messaging of associated programs is a recipe for being associated with disinformation and propaganda. To overcorrect and leave the space entirely could leave journalism podcasts without the stability of CNN in a financial pickle. https://www.morningbrew.com/marketing/stories/2022/02/24/audio-giants-report-ad-revenue-gains-for-2021?utm_campaign=mkb&utm_medium=newsletter&utm_source=morning_brew&mid=4afb33bb7ffe284d840660fb3604ff60. SiriusXM, Spotify, Acast, and iHeartMedia all show significant growth. Both Spotify and Acast posted a 40% year-over-year i
Fri, March 04, 2022
What Podcasting's Best Customers Think Of Podcast Ads
The full Super Listeners Study is available here: https://www.edisonresearch.com/super-listeners-2021-from-edison-research-and-ad-results-media/Support the show at: https://www.buymeacoffee.com/TomwebsterSee omnystudio.com/listener for privacy information.
Sun, February 27, 2022
Radio Teaching Podcasting Lessons w/ Pierre Bouvard
Pierre Bouvard , Chief Insights Officer at Cumulus Media , is on the show today to speak with Bryan Barletta about what podcasting can learn from radio and other legacy media. Bouvard develops media and marketing insights to support Cumulus's 1300+ media sellers. He works with brands and agencies to craft targeting and measurement solutions. As always, Arielle Nissenblatt joins Bryan at the top of the show to introduce the conversation. She then rejoins after the chat to break it all down, giving listeners actionable next steps. Listen in to learn about: Bryan and Arielle's favorite radio stations Why Bryan and Pierre think ads should be no longer than 90 seconds How to write impactful ad copy for audio What the listening public really thinks about ads on their podcasts (i.e. did you know they'd be ok with more?) Listener behavior as it relates to advertisement consumption on podcasts and on radio An instructive note from Bryan about updating your pitch decks! And much more! Here's our favorite idea from this conversation: The job of advertising is to help a brand or product be known before they’re needed. Links: The Download Sounds Profitable: Narrated Articles Pierre Bouvard Cumulus Media Signal Hill Insights Submit to The Podscape Podsights SquadCast Credits: Hosted by Bryan Barletta and Arielle Nissenblatt Audio engineering by Ian Powell Evo Terra is the executive producer of
Fri, February 25, 2022
Libsyn Grows Monetization + 4 more stories for Feb 25, 2022
Today on The Download, Libsyn grows monetization, LinkedIn launches a podcast network, and what the new Privacy Sandbox feature for Android means for marketers. Let’s get started. Libsyn has bought another podcast representation firm, this time acquiring PAR - Podcast Ad Reps. With the acquisition LibSyn brings around 120 podcasts that were currently under representation with PAR under the LibSyn-owned AdvertiseCast banner, further building out the company’s monetization arm. According to Libsyn CEO Brad Tirpak in the official press release: “With the acquisitions of AdvertiseCast in June 2021 and now PAR, Libsyn is well-positioned to continue to rapidly scale in the podcast advertising market, which PWC estimates will reach around $3.5 billion by 2025. We plan to continue to invest in our award-winning hosting platform, expand both our host-read and programmatic advertising efforts, and look for new ways to make Libsyn the preferred destination for both creators and advertisers.” All of this continues to show another side of Libsyn, a company that previously swore it would never have a free hosting platform and was anti-targeted advertising is now a large, tech-focused ad platform. Australian podcast producer LiSTNR has branched out into audio fiction. From Radio Today’s Kim Napier: “LiSTNR is investing in audio fiction with book adaptations by Australian authors to bring audiences compelling audio stories, with Bryden Media casting Australian actors to deliver the stories in different podcast formats as episodic series or audio movies.” Both LiSTNR’s slated audio movies and standard serialized audio fiction podcast adaptations reflect a building synergy and momentum between podcasting and publishers, two factions that’ve circled each other since before the coining of the term podcast. Until now audio fiction as a genre has remained a largely under-utilized sector of podcasting. With industry moves like this, we could be seeing enough momentum building to change that for the better. Over on The Rebooting’s Substack newsletter, Brian Morrissey has published a piece titled “End of an era of ad targeting: Publishers will need closer ties to their audiences.” In addition to being an excellent overview of privacy on the web and how business has worked to take full advantage, Morrissey stresses the importance of adapting with changing tech. “Primary-engagement media will gain. As I’ve written, I believe the next phase of digital publishing will favor quality over quantity in terms of audiences. Those publishing brands that put community at their core will thrive since it easily lends itself to a direct relationship that will make those audiences far more valuable than a random collection of people who mindlessly tapped a link on their Facebook feed. There’s a reason that Squarespace found podcasts such an efficient way to acquire customers. The newsletter boom is a signal of where publishing is going.” Morrissey reflects on the very first a
Fri, February 25, 2022
Libsyn Grows Monetization + 4 more stories for Feb 25, 2022
Today on The Download, Libsyn grows monetization, LinkedIn launches a podcast network, and what the new Privacy Sandbox feature for Android means for marketers. Let’s get started. Libsyn has bought another podcast representation firm , this time acquiring PAR - Podcast Ad Reps. With the acquisition LibSyn brings around 120 podcasts that were currently under representation with PAR under the LibSyn-owned AdvertiseCast banner, further building out the company’s monetization arm. According to Libsyn CEO Brad Tirpak in the official press release: “With the acquisitions of AdvertiseCast in June 2021 and now PAR, Libsyn is well-positioned to continue to rapidly scale in the podcast advertising market, which PWC estimates will reach around $3.5 billion by 2025. We plan to continue to invest in our award-winning hosting platform, expand both our host-read and programmatic advertising efforts, and look for new ways to make Libsyn the preferred destination for both creators and advertisers.” All of this continues to show another side of Libsyn, a company that previously swore it would never have a free hosting platform and was anti-targeted advertising is now a large, tech-focused ad platform. Australian podcast producer LiSTNR has branched out into audio fiction. From Radio Today’s Kim Napier: “LiSTNR is investing in audio fiction with book adaptations by Australian authors to bring audiences compelling audio stories, with Bryden Media casting Australian actors to deliver the stories in different podcast formats as episodic series or audio movies.” Both LiSTNR’s slated audio movies and standard serialized audio fiction podcast adaptations reflect a building synergy and momentum between podcasting and publishers, two factions that’ve circled each other since before the coining of the term podcast. Until now audio fiction as a genre has remained a largely under-utilized sector of podcasting. With industry moves like this, we could be seeing enough momentum building to change that for the better. Over on The Rebooting’s Substack newsletter , Brian Morrissey has published a piece titled “End of an era of ad targeting: Publishers will need closer ties to their audiences.” In addition to being an excellent overview of privacy on the web and how business has worked to take full advantage, Morrissey stresses the importance of adapting with changing tech. “Primary-engagement media will g
Sun, February 20, 2022
Solving For Pain Points w/ Sean Howard
Sean Howard, founder of Flightpath and of Fable and Folly, talks with Bryan about solving for pain points in adtech, collaboration with your competitors, and how we're truly only at the beginning of podcasting. Sean Howard of Flightpath Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com and Arielle Nissenblatt Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Send us messages with Yappa! Join the Podscape Podcast: https://bit.ly/3rHLxgD Check out The Download: https://omny.fm/shows/the-download-from-sounds-profitable See omnystudio.com/listener for privacy information.
Fri, February 18, 2022
Amazon Exclusivity Deals Galore + 4 more stories for Feb 18, 2022
Today on The Download, Amazon continues their streak of signing exclusivity deals, agents are becoming more of a common site in podcasting, and Spotify buys both Podsights and Charitable. Good news for those who missed Ad Result Media and Edison Research’s big webinar on 2021 data from Super Listeners: Caila Litman live-tweeted the event! Litman, author of Sound Profitable’s column #GoodData, posted a thread of 17 tweets containing screenshots and quotes full of juicy data. According to the thread, podcast power users are eagerly engaging with podcast advertising. 74% SuperListeners are visiting a product or service’s website after hearing it promoted on a favorite podcast. 53% of those listeners agree they have a more positive opinion of a company when it’s mentioned on a podcast they regularly listen to. A 9% increase from 2019 data on the same question. After last week’s Amazon-heavy coverage we’re mixing things up with... another Amazon acquisition! Amazon Music and Wondery have signed How I Built This with Guy Raz. The deal gives Wondery exclusive ad sales and YouTube distribution rights for simulcasts while all new podcast episodes will have Amazon Music exclusivity for one week. Meanwhile, NPR keeps radio distribution rights and underwriting credits. In addition, How I Built This will ramp up to a twice-weekly upload schedule.Amazon’s just getting started in podcasting and deals like this indicate podcast ads are clearly working for them. In addition, their premium Wondery+ subscriptions in their own bespoke app and through Apple Podcast subscriptions are working well enough to continue obtaining more timed exclusive content.Now we find Amazon at an interesting moment in regards to acquisitions. They’ve got Art19 for tech, Amazon Music for distribution, and Wondery to produce and publish content. Their biggest space for growth is ad sales, something that might change if their offer to buy Audioboom is chosen over competitor Spotify. If big green gets the company, they effectively buy a company that does something they can already do well. Buying Audioboom would effectively eliminate competition in their field. If Amazon gets the purchase they get closer to a full package of podcast monetization that will become incredibly hard to compete with.For brevity’s sake, we’ve combined two stories into one segment, as iHeartMedia appears to be in the mood to form partnerships this week. Partnership number one: iHeart partners with Sounder to bring brand safety to audio. At the moment, all current brand safety and suitability solutions are built for text. If one wants to turn one of those services on for podcasting, the podcast has to be transcribed. This partnership provides similar value to what Adswizz and Acast implemented with Comscore to contextually categorize their inventory for targeting and brand suitability. This is just a first step, though, as the data has to be actionable by buyers, sellers, and planners in their tools directly. As thi
Fri, February 18, 2022
Amazon Exclusivity Deals Galore + 4 more stories for Feb 18, 2022
Today on The Download, Amazon continues their streak of signing exclusivity deals, agents are becoming more of a common site in podcasting, and Spotify buys both Podsights and Charitable. Good news for those who missed Ad Result Media and Edison Research’s big webinar on 2021 data from Super Listeners: Caila Litman live-tweeted the event ! Litman, author of Sound Profitable’s column #GoodData , posted a thread of 17 tweets containing screenshots and quotes full of juicy data. According to the thread, podcast power users are eagerly engaging with podcast advertising. 74% Super Listeners are visiting a product or service’s website after hearing it promoted on a favorite podcast. 53% of those listeners agree they have a more positive opinion of a company when it’s mentioned on a podcast they regularly listen to. A 9% increase from 2019 data on the same question. After last week’s Amazon-heavy coverage we’re mixing things up with... another Amazon acquisition! Amazon Music and Wondery have signed How I Built This with Guy Raz . The deal gives Wondery exclusive ad sales and YouTube distribution rights for simulcasts while all new podcast episodes will have Amazon Music exclusivity for one week. Meanwhile, NPR keeps radio distribution rights and underwriting credits. In addition, How I Built This will ramp up to a twice-weekly upload schedule. Amazon’s just getting started in podcasting and deals like this indicate podcast ads are clearly working for them. In addition, their premium Wondery+ subscriptions in their own bespoke app and through Apple Podcast subscriptions are working well enough to continue obtaining more timed exclusive content. Now we find Amazon at an interesting moment in regards to acquisitions. They’ve got Art19 for tech, Amazon Music for distribution, and Wondery to produce and publish content. Their biggest space for growth is ad sales, something that might change if their offer to buy Audioboom is chosen over competitor Spotify . If big green gets the company, they effectively buy a company that does something they can already do well. Buying Audioboom would effectively eliminate competition in their field. If Amazon gets the purchase they get closer to
Sun, February 13, 2022
Programmatic and Transparency w/ Jordan Bentley
Jordan Bentley, Founder of Audiohook, talks with Bryan about transparency, waterfalls, programmatic advertising, and how Podcasting still has a chance to start things the right way to lead to a better future. Jordan Bentley of Audiohook Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com and Arielle Nissenblatt Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Send us messages with Yappa! Join the Podscape Podcast: https://bit.ly/3rHLxgD Check out The Download: https://omny.fm/shows/the-download-from-sounds-profitable See omnystudio.com/listener for privacy information.
Fri, February 11, 2022
SmartLess Media Launch + 4 more stories for Feb 11, 2022
Today on The Download: Today: Amazon inherits a celeb-powered podcasting company, new ad revenue numbers forecast good news for podcast investment, and a new op-ed asks where has Facebook’s fervor for podcasting gone? Celebrity chat podcast Smartless, hosted by Jason Bateman, Will Arnett, and Sean Hayes, recently launched production house SmartLess Media. With former Jon Stewart-era Daily Show producer Richard Korson at the reins as president, SmartLess Media is poised to add multiple new stars to the relatively small constellation of Amazon-owned podcasts. The new company has sprung into existence following a prior deal in which the trio of celebs licensed the podcast SmartLess to Amazon Music and Wondery in a deal, as reported by Deadline’s Peter White, “thought to be valued at between 60 million to 80 million.” According to White, this deal also extends to shows created by the fledgling production house, meaning SmartLess Media’s promised slate of “weekly series, narrative, and limited podcasts,” are subject to first-look exclusivity with Amazon. It appears through careful future-proofing and investment during the licensing deal when SmartLess was just one podcast feed, the shopping and streaming conglomerate has inherited a celebrity-fronted production company wholecloth. And they continue to have rights to the original product’s momentum, which currently fuels a cross-country live tour set to wrap up this weekend. Speaking of Amazon: in a first for the company, Amazon has broken down its advertising revenue as a distinct category instead of bundling it with other earnings. The decision to do so now and not last year when they posted a ten billion profit increase from 2020 to 2021 remains unseen, but we’ll take it. According to Business Insider “at $9.7 billion in the quarter, up 32% year-over-year, ad revenue was one of Amazon's fastest-growing areas.” With their fostering SmartLess from a simple podcast acquisition into a brand-new source of content production, Amazon appears to show no sign of slowing growth in media properties that can help fuel this advertising boom. Amazon’s continued heavy spending in podcasting could be an indicator they believe in the medium’s ability to help continue ad revenue growth. Continuing the theme of growth: eCommerce is on the rise globally. Sara Lebow of eMarketer provides statistics breaking down the top ten countries with the biggest increase in ecommerce made over any internet-capable device that excludes travel, bill payments, gambling,
Sun, February 06, 2022
Disinformation and Ad Accountability w/ Claire Atkin
Claire Atkin, co-founder of the brilliant non-profit Check My Ads, talks with Bryan about disinformation, ad accountability, and the steps you should be taking to make sure your brand is being seen where you want it to. Claire Atkin of Check My Ads Link discussed in Episode: https://checkmyads.org/branded/ Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com and Arielle Nissenblatt Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Send us messages with Yappa! Join the Podscape Podcast: https://bit.ly/3rHLxgD Check out The Download: https://omny.fm/shows/the-download-from-sounds-profitable See omnystudio.com/listener for privacy information.
Fri, February 04, 2022
Is The IAB On Borrowed Time? + 4 more stories for Feb 4, 2022
Today on The Download: is the IAB on borrowed time?, podcast ads see big gains again, Google makes misinformation less profitable, podcasts grow globally, SXM enters the identity game, and Spotify stands behind Rogan even as earnings fall. Let's get started. Neilsen spells doom for IAB In the world of TV, Nielsen measurement has been the defacto solution that deals are guaranteed against for decades. But now, according to https://digiday.com/future-of-tv/advertisers-tv-networks-plan-to-set-nielsen-alternatives-as-shadow-currencies-in-this-years-upfront-negotiations/ and for some publishers and campaigns, replacing them completely. Nielsen took its fair share of lumps last year, with the https://www.adexchanger.com/tv-2/an-update-on-nielsens-re-accreditation-journey-and-whats-next-for-the-mrc/# :~:text=In%20late%20August%2C%20the%20MRC%27s,media%20companies%20finally%20boiled%20over.&text=The%20MRC%20released%20its%20final,measurement%20standards%20in%20September%202019.. And with their newly announced plans for Nielson One, a cross-measurement product, there is a lot of comfort in using new measurement partners in parallel to compare to current Nielsen reporting, while publishers determine their path forward. Incumbent measurement solutions are incredibly hard to shake, and this change in the TV landscape doesn’t mean that overnight, Nielsen won’t be the primary solution or that they’ll ever necessarily lose that top spot. But it does mean that any measurement solution that represents an industry can and should be challenged, to better represent the industry and all those participating in it. IAB measurement of podcasting may be the default today, but we should always keep an open mind to better opportunities. Podcast Ads See Big Gains—Again! Good news for the podcast advertising industry! https://www.advertisecast.com/podcast-advertising-rates Their most recent study of the 2,515 podcasts tracked shows that aggregate or the average CPM is now $25.37, which is up from $22.50 this time last year. Doing the quick math shows that’s an increase of 12.7%. Nice And the news is even better for shows with the largest audiences. According to AdvertiseCast’s data, shows that see over 100K downloads are getting an average of $23.08, up from $20.09 a year ago. That’s a 14.6% increase year over year, and great news for the growing value of podcast advertising. CheckMyAds Makes Misinformation Less Profitable The nonprofit adtech industry watchdog CheckMyAds continues to gain traction on holding platforms accountable for monetizing disinformation content. <a href="htt
Fri, February 04, 2022
Scattered To The Wind
Register for the Super Listeners webinar (free presentation on Feb 16) We WANT TO BE FREE: https://www.youtube.com/watch?v=xsHly9UuQ-A Support the show at Buy Me A Coffee! See omnystudio.com/listener for privacy information.
Fri, January 28, 2022
HBO Gets Serious About Podcasting + 4 more stories for Jan 28, 2022
Today on The Download: is the IAB on borrowed time?, podcast ads see big gains again, Google makes misinformation less profitable, podcasts grow globally, SXM enters the identity game, and Spotify stands behind Rogan even as earnings fall. HBO Max is Hiring For Their Podcast Marketing Team Subscription streaming video service HBO Max continues to prove its serious about podcasting. Their first venture into the space dropped last summer with Batman: The Audio Adventures, an exclusive podcast that could only be listened to in HBO Max app itself. While HBO maintains podcast channels on Spotify and Apple for related content, just like their peers at Netflix, this is the first podcast to be exclusively hosted in a subscription video streaming app. Now, they're looking to hire a new role, specifically for podcasting under the HBO Max brand. The role is for a Sr. Analyst, Direct-to-Consumer, Podcasting Strategy & Operations , and will “provide strategic and analytic support on various projects covering direct-to-consumer and HBO Max Podcasting initiatives. Interactive Voices Lack Diversity If you missed CES 2022 because... well, reasons; you probably saw a plenty of breathless reporting of new prototypes and maybe-coming-in-the-future tech. Steve Keller, Sonic Strategy Director for Studio Resonate, SXM’s audio-first creative consultancy has an in-depth piece on things he noticed at the event of interest to audio people like us. Like a lot of tech around the explosion of interactive voice systems. But he also noticed something else: Quoting from the piece: But something was missing. Innovation aside, the lack of sonic diversity in the voice sector was disturbing. [P]ractically all the AI voices we heard at CES 2022 were female—and white. In fact, the only voice assistant of color heard was during a series of sessions focused on voice technology, curated and moderated by attn.live CEO, Ian Utile. Multiple panelists affirmed that there’s an underlying problem with the overwhelmingly white, male demographics of the AI world who are unconsciously programming biases, sonic color lines, and digital discrimination into voice systems. As a result, the default voice of automotive assistants, connected homes, and a plethora of other devices is white. The issue is compounded by the fact that these assistants, designed to serve us, are also predominantly female. It’s a systemic problem, and developers and brands need to work harder to sonically diversify their voice systems, as well as the designers, engineers, and developers who create them. With DEI so high on the priority list for most companies, it’s surprising this problem exist
Bonus · Sun, January 23, 2022
A Deep Dive on Device Graphs w/ Chase Miller of Claritas
Chase Miller, EVP of Strategy and Corporate Development at Claritas, joins us for our latest product deepdive. We talk about device graphs, legacy, "The Barletta Household", and why having good data is so incredibly important. Think of the product deepdives like the final meeting your company would have with an adtech vendor, fully running through what the product actually is and how it’s used. No power points, press releases, or marketing presentations here. It’s time for some detailed product reviews. This event is free to attend and will be made available on demand. We respect your time, and planning your day around a webinar isn't fun for anyoneSee omnystudio.com/listener for privacy information.
Fri, January 21, 2022
The Oversimplified Superstring Hit Incubation Theory Of Podcasting
The "podcasting isn't creating new hits" article: https://www.bloomberg.com/news/newsletters/2022-01-09/podcasting-hasn-t-produced-a-new-hit-in-years 2021 Top Movies: https://www.pastemagazine.com/movies/box-office/highest-grossing-movies-of-2021/#2-shang-chi-and-the-legend-of-the-ten-rings 2020-21 Top TV Shows: https://variety.com/2021/tv/news/most-popular-tv-shows-highest-rated-2020-2021-season-1234980743/ Larry Rosin's article: https://radioink.com/2022/01/11/music-radio-a-kingdom-of-gold/?vgo_ee=6dAkE8pCl7%2FUnVnkEHwyU9dBEzid0g%2F0Hme0NU6Dyjw%3D&fbclid=IwAR27qCcEzU0V8BrM6HwYtsKQ0zVAhsmO06EPe_nbSK6HI-52CPjLYXUMjS0 "Killing New Music" from Ted Gioia: https://tedgioia.substack.com/p/is-old-music-killing-new-music Support the show at https://www.buymeacoffee.com/TomwebsterThanks for listening!See omnystudio.com/listener for privacy information.
Fri, January 14, 2022
Audible Stops Making Audio NYT + 4 more stories on The Download for January 14th, 2022
This is The Download from Sounds Profitable, the most important business news from the world of podcasting, I'm Bryan Barletta.And I'm Evo Terra. Today; Audible moves away from daily news digests, Audioboom's profit soars, how podcast advertising needs to write its own future, and two more pieces you don't want to miss. Let's get started. In GeekWire, Todd Bishop reports that Audible will stop making and distributing their audio digest versions of The New York Times , a service they had been providing since 1999. Additionally, Audible's audio digest versions of The Washington Post and The Wall Street Journal will also be halted.Quoting from the piece:"The audio programs, which were available as a perk for Audible members, had been around for more than two decades in some cases. The decision to discontinue the digests reflects the growing number of daily news podcasts, and the rise of other services offering human-narrated audio of newspaper and magazine stories. Responding to GeekWire’s inquiry about the move, an Audible spokesperson provided copies of emails alerting listeners to the change. The messages directed listeners to the lineup of podcasts on Audible, and specifically recommended NPR’s Up First as “another way to get your news fix.”Audible and Amazon Music added podcasts in 2020. The New York Times is testing a new audio product of its own. The Times acquired Audm, which offers human-narrated stories from a variety of publications, in 2020."More proof-positive that podcasting is not just a disruptive force in journalism, but a valuable type of media in its own right. One that subscribers are eager to add to their media consumption diet.On Saturday, January 9th 2022, four mobile sports betting apps, including FanDuel and DraftKings, went live in New York state, with five more on the way, according to Neal Freyman of Morning Brew . In the four years since the Supreme Court ruled on legal sports betting, half the states in the US now allow sports betting, and twenty states support mobile sports betting specifically.Industries like sports betting and cannabis benefit from geotargeting to states where they’re legally approved and aligning with contextually relevant content; two things that podcasting does exceptionally well. As podcasting continues to grow its programmatic advertising opportunities, expect to see these categories leading the charts. Brad Hill from RainNews has a breakdown of Audioboom's financial report for 2021 . A report that showed increased revenues of over 125% for th
Fri, January 07, 2022
The Best Schnitzel In Detroit
I'd love it if you would subscribe to the newsletter version of I Hear Things, at https://tomwebster.media. You can find all of the data cited in this week's episode there in the article with the same title (The Best Schnitzel in Detroit.) You can also support the show at https://www.buymeacoffee.com/TomwebsterThe "Who Doesn't Like Pizza" piece: https://tomwebster.media/no-one-likes-pizza/The best schnitzel I've had: https://www.gasthaus-reinthaler.atSee omnystudio.com/listener for privacy information.
Fri, January 07, 2022
NYT buys The Athletic + 4 more stories on The Download for Jan 7, 2022
This is The Download from Sounds Profitable, the most important business news from the world of podcasting, I'm Bryan Barletta.And I'm Evo Terra. Today, The New York Times Bets half a billion on sports, NPR doubles down on paid subscriptions, Spotify goes all-in on in-app digital ads, and I'm clearly making too many gambling references. Let's get started.NYT buys The Athletic The New York Times has agreed to purchase the sports news company, the Athletic, for $550m . The six-year-old company, which raised $50m in 2020 at a $500m valuation, was originally in talks to sell to the New York Times last summer , but the deal fell through due to disagreements on price . With the New York Times focusing heavily on subscription content and on audio with their new app, called obviously enough "New York Times Audio", acquiring the Athletic with their 1.2m paid subscribers, which is 1/8th the total subscriptions the New York Times has, puts them on track to easily exceed their goal of 10m subscribers.Currently, the Athletic is hosted on Megaphone , part of Spotify, and participates in the Spotify Audience Network. The New York Times hosts on Simplecast , part of Adswizz, which also offers a competing monetization product. Whether we see The Athletic migrate to Simplecast or not likely depends on how integrated the two companies will be with each other. AdvertiseCast has updated their Industry Average Podcast Advertising Rates page as of January 1st, 2022. AdvertiseCast has been tracking the average CPM rates for their client podcasts since the beginning of 2020, grouping the rates charged by podcasts into three buckets—shows getting less than 10,000 downloads per month, shows getting between 10,000 and 100,000, and those seeing more than 100,000 downloads per month.And it's good news, with the average CPM of all groups at just under $24, up nearly 6% comparing December 2021 to December 2020. And the biggest shows saw an even higher increase, jumping up by more than 8% year over year.The takeaway here is clear: The actual value—not just the perceived value, but the actual value paid by advertisers on 2,412 podcasts in this sample size, is going up for podcast advertising. <a href=
Bonus · Thu, January 06, 2022
Episode Drop! Podcast Pontifications
Hey it's me. I know this is an odd day for an episode, but that's because it's not an episode of Sounds Profitable the Podcast. Instead it's an episode of another podcast you should be listening to: Podcast Pontifications, by Evo Terra. It's cool, he's cool, and if you like it, search for Podcast Pontifications in your podcast app, and give it a follow. And I'm excited to share with you the next episode of Sounds Profitable the Podcast on Sunday, and the next episode of The Download on Friday. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, December 31, 2021
The Download: Week of 12/31/21
This is The Download, the most important business news from the world of podcasting, I'm Bryan Barletta. And I'm Evo Terra. Today, why premium content won't kill advertising-supported podcasts, Facebook podcast activity is over-inflated, Section 230 under fire, and why the "average" podcast consumer is a myth you need to move away from. Let's get started. With Coca-Cola picking WPP to handle their nearly $4 billion in yearly ad spend, https://www.businessinsider.com/biggest-advertising-accounts-up-for-grabs-right-now-2021-2 , from Nike to CVS Health. Their list, including Coca-Cola, covers over $7.5 billion in ad spend for next year.New agencies means new strategies. And new strategies include testing new channels, which is how many of these brands view podcasting. Podcast publishers and agencies will be the resources that enable these larger agencies and brands to buy direct podcasting ads at scale, while the adtech companies will further enable programmatic offerings directly in their tools of choice. https://www.mediapost.com/publications/article/369669/the-great-app-advertising-exodus-or-not.html , where advertisers—specifically in-app advertisers—are shifting away from ad revenue with a newfound focus on subscription revenue, particularly in a post-ATT world, or Apple Tracking Transparency.Quoting from the article:"[C]onsumers have already taken on vastly higher costs of premium media subscriptions -- especially subscription video-on-demand and music services -- over the past several years, and there is only so much they can bear.In fact, over the past couple of decades, consumers have surpassed advertisers as the primary source of media revenues, and according to estimates from industry economic tracker PQ Media, the average American now pays close to $1,500 annually accessing media and media content. How much more can they take?"So what does this have to do with podcasting, you're probably asking. Well, with both Apple and Spotify leaning heavily into paid subscription models, and other premium services from Glow, Supercast, Acast+ and more continuing to explore premium, ad-free offerings, costs to subscribe to premium or ad-free podcast feeds eats into that annual subscription budget. Which means free, ad-supported podcasts will likely remain the staple of podcast listening behavior for the foreseeable future. https://www.bloomberg.com/news/articles/2021-12-22/amazon-s-voice-controlled-smart-speaker-alexa-can-t-hold-customer-interest-docsConsidering Amazon employs 10,000 people to work on Alexa and is attempting to move f
Fri, December 24, 2021
The Download Before Xmas
We got such good feedback a few days ago that we decided to test the waters again with another pilot (co-pilot?) episode of The Download. Just in time for Christmas! If you love it, send us a note! Matt Deegan examines Global's acquisition of podcast hosting platform Captivate . In particular, he notes how Captiave's hosting solution fills a much-needed gap in Global's offering, and how their audio advertising business—DAX—should integrate nicely, giving the company "full-stack" capabilities., comparing and contrasting that acquisition to the other podcasting-related business and services Global has acquired.Quoting from the piece:"Captivate definitely fills a hole, as Global have lacked their own platform for managing the hosting of their podcasts. Up to now they mainly seem to have been using Spreaker, which was acquired by Voxnest, which was snaffled by iHeartMedia last year."DAX has been spending some time over the past couple of years owning the end-to-end technology around digital audio. Its streaming ad platform was originally built on top of Adswizz’s server, that’s now been replaced by their own in-house tech and Captivate gives them another chunk of the tech stack.Expect to see more as Global's integration of Captivate, DAX, and Remixd continues in the coming months.Full disclosure, Evo was an advisor to Captivate up until their acquisition by Global. Spotify opened Pod City, an on-location recording and production facility as part of their newly opened LA campus. The company's choice to invest in on-site capabilities for an industry that continues to rely on remote work and distributed teams seems odd.Quoting from Wendy Lee's article in the Los Angeles Times:"Beyond centralizing its podcasting business in one place, the new Los Angeles operation allows Spotify to reduce the costs of paying outside vendors, attract and nurture new talent, and produce more original shows that it can own and distribute."At least two production houses owned by Spotify, The Ringer and Parcast, are located in Los Angeles.In late November 2021, Spotify's CEO Paul Vogel said the company had earmarked $3.5 billion to spend on expansion, with an emphasis on podcasting. Will a shiny new building attract higher-profile shows to join Spotify? And if more podcast studios are built by other powerhouses, does this signal a shift away from the remote-work nature we've grown accustomed to in podcasting? The Verge The article which we’ve linked in the episode description is still being updated, but outside of major companies with
Thu, December 23, 2021
Racing, And Pacing, And Plotting The Course
You can support my increasingly bad coffee habit at Buy Me A Coffee, here: https://www.buymeacoffee.com/TomwebsterPacific Content's annual Predictions article(s): https://blog.pacific-content.com/in-the-year-2022-part-two-92c22c1c44b0 https://blog.pacific-content.com/in-the-year-2022-320f4c175f6f See omnystudio.com/listener for privacy information.
Tue, December 21, 2021
The Download (Premiere Episode)
Hosted and Produced by Bryan Barletta and Evo Terra Audio Engineering by Ian Powell This is The Download, the most important business news from the world of podcasting, I'm Bryan Barletta. And I'm Evo Terra. Today we're covering the entirety of the podcast acquisition and funding that happened in 2021. Let's get started. Libsyn, the public podcast hosting platform founded in 2004 had an incredibly active year. They started by raising 25 million dollars and they definitely put it to work, buying podcast creation platform Auxbus , subscription and membership platform Glow for 1.2 million dollars , host and announcer read self-serve advertising marketplace Advertisecast for 30 million dollars , and longtail podcast advertising marketplace PODGO . With the leadership team from Advertisecast taking a more active role, and former board chairman and investor Brad Tirpak coming on as CEO , Libsyn has a chance to really upgrade their image if they can match the momentum of their competitors and integrate a non-trivial amount of companies into one of the oldest podcast platforms still active. Audacy, started the year as Entercom, and after 53 years, rebranded . Kicking it of by acquiring longtail self-serve ad marketplace Podcorn for $22.5m . Podcorn gives Audacy micro-influencer reach contrasting with their higher-profile owned and repped shows. For <a href="https://podnews.net/update/chartable-sales-sheets#:~:text=Now%2520we,iH
Mon, December 20, 2021
Behind the Art of Sounds Profitable w/ Jake Crowe
Arielle and Bryan interview Sounds Profitable artist Jake Crowe, and talk about his inspirations, his process for designing the art of SP, and how everybody can draw. Jake Crowe Article: https://soundsprofitable.com/update/podscape-podcast Join Jakes Newsletter!: https://crowebot.ck.page/7b26e3390b Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com and Arielle Nissenblatt Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Mon, December 13, 2021
The Hidden Costs of In-App Paid Podcast Subscriptions w/ Lindsay Graham
What are the benefits of having in-app subscription services for your podcast? What are the downfalls? Is it worth the experiment to give them a try? Hosts Bryan Barletta and Arielle Nissenblatt speak with guest Lindsay Graham about his experience with subscription services, and talk about ideas for the future of the technology. Lindsay Graham of Airship Article: https://soundsprofitable.com/update/paid-subscriptions-hidden-costs Link discussed in Episode: https://soundsprofitable.com/update/apple-podcast-subscriptions Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com and Arielle Nissenblatt Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, December 10, 2021
Why Would People Listen To Podcasts...On The 'Tube?
Thanks for listening! A few links from this week:Spotify's announcement: https://techcrunch.com/2021/10/27/spotify-says-u-s-podcast-listeners-now-use-its-service-more-than-apple-podcasts/ A Vice article about the "battle" between Pandora and Spotify: https://www.vice.com/en/article/dy8q8a/how-pandora-won-its-royalty-battle-but-lost-the-war-to-spotify Pacific Content's 2022 Predictions article: https://blog.pacific-content.com/in-the-year-2022-320f4c175f6f Infinite Dial Live at Podcast Movement Evolutions: https://podcastmovement.com/podmov/pm-evolutions-to-host-infinite-2022-los-angeles/ You can support the show, if you'd like, at Buy Me A Coffee: https://www.buymeacoffee.com/Tomwebster Subscribe to the I Hear Things newsletter at http://ihearthin.gs Thanks for listening!See omnystudio.com/listener for privacy information.
Mon, December 06, 2021
Why to Invest and Advertise in the Latino Podcast Segment w/ Gabriel Soto
This week, Bryan and Arielle chat about podcasts they love, why third party research matters, and why you should care about studies. Guest Gabriel Soto from Edison research speaks with Bryan on the Latino Podcast Segment, studies done by Edison, and how much Bryan loves data. Gabriel Soto of Edison Research https://soundsprofitable.com/update/invest-in-latino-podcast-segment Link discussed in Episode: https://soundsprofitable.com/update/free-podcast-survey Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com and Arielle Nissenblatt Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Mon, November 29, 2021
Happy Thanksgiving from Sounds Profitable
Bryan's family is a bit under the weather, so we've taken the week off. But this gap in programming has allowed us to replay one of our favorite episodes, with guest Marcus dePaula, discussing how your current audio equipment influences how people perceive you in modern business. Cheers everyone! Marcus dePaula of Podcast Audio Lab https://soundsprofitable.com/update/audio-quality-and-your-brand Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com and Arielle Nissenblatt Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, November 26, 2021
The Last, Best Frontier For Podcasting
The six-country study we recently completed on in-car radio: https://www.worlddab.org/news/blogs/89/car-buyers-survey-2021 A tribute to Rosalie Trombley from Sean Ross: https://www.billboard.com/music/music-news/10-songs-cklw-curated-for-me-rosalie-trombley-bryan-adams-7325434/ The Infinite Dial UK: https://www.edisonresearch.com/the-infinite-dial-2021-uk-save-the-date/ The Top 50 Podcasts, Q3 2021: https://www.edisonresearch.com/the-top-50-most-listened-to-podcasts-in-the-u-s-q3-2021/ Sign up for the I Hear Things newsletter to get access to our upcoming Pitchable Podcast webinar: https://tomwebster.media See omnystudio.com/listener for privacy information.
Mon, November 22, 2021
Spotify Is Making Anchor A Serious Advertising Channel w/ Alban Brooke
Does your podcast need to be monetized? Or can it just be a fun hobby? And does the normal road to monetization fit what you're looking for, or should you be looking into alternate means? Listen as hosts Bryan and Arielle, and guest Alban Brooke, discuss the differences you should distinguish, and the data behind those decisions. Alban Brooke of Buzzsprout https://soundsprofitable.com/update/anchor-serious-ad-channel Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com and Arielle Nissenblatt Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Mon, November 15, 2021
Buying vs Building Unique Podcast Adtech w/ James Avery
Sometimes the best fix is being provided by someone else, and there's no shame in using it. In fact, that useful tool may be exactly what your company needs, at a more fair price. Arielle and Bryan talk with James Avery of Kevel about how it's even more than buy vs build with podcast technology, in that is should be "buy and then build upon". James Avery of Kevel https://soundsprofitable.com/update/buy-vs-build Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com and Arielle Nissenblatt Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Send us messages with Yappa! Join the private feed! https://soundsprofitable.supercast.com See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, November 12, 2021
Music Was Better In My Day - Now Get Out Of My Yard
The Spoken Word Audio Report (SWAR!) https://www.nationalpublicmedia.com/insights/reports/the-spoken-word-audio-report/ GWAR (GWAR!) https://gwar.net NY Times analysis of Spotify Data: https://www.nytimes.com/2018/02/10/opinion/sunday/favorite-songs.html My 2019 piece on why Spotify is getting into podcasting: https://tomwebster.media/spotify-music-and-podcasting-the-meteor-is-coming/ Who Was Prince? https://www.dcpofficial.com/who-was-prince A better explainer of NFTs than I am: https://www.theverge.com/22310188/nft-explainer-what-is-blockchain-crypto-art-faq Tamsen Webster: http://www.tamsenwebster.com/ Find Your Red Thread: https://www.amazon.com/dp/B091G3FRFW/ref=dp-kindle-redirect?_encoding=UTF8&btkr=1 Subscribe to my newsletter and get all the details of our upcoming webinar at http://tomwebster.media See omnystudio.com/listener for privacy information.
Mon, November 08, 2021
Sounds Profitable en Español! w/ Sean King
What's the difference between a synthetic voice and a deep fake? And what's the most ethical way to use this amazing technology? Sean King joins hosts Bryan Barletta and Arielle Nissenblatt to discuss the future of synthetic voices, and Sounds Profitable's recent foray into the Spanish language. Sean King of Veritone One https://soundsprofitable.com/update/sounds-proftable-in-spanish Check out the Open Voice Network Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com and Arielle Nissenblatt Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Mon, November 01, 2021
A Deepdive Into Podcast AdTech w/ Pete Birsinger
Pete Birsinger joins us to talk about the benefits of a Sounds Profitable Product Deepdive, and why Podscribe has been such a huge supporter. Pete Birsinger of Podscribe https://soundsprofitable.com/update/deepdive-into-adtech Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com and Arielle Nissenblatt Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the private feed! https://soundsprofitable.supercast.com Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, October 29, 2021
The Crux Of The Kerfuffle
A data slide of the Independent Podcast Listening Audience can be found at http://ihearthin.gs James Cridland's analysis of the Spotify news (recommended): https://podnews.net/update/spotify-q321 Source data for the Spotify announcement: https://tomwebster.media/the-most-important-question-in-podcasting-2021/ Understanding Podcast Stats, again from James Cridland: https://podnews.net/article/understanding-podcast-statisticshttps://podnews.net/article/understanding-podcast-statistics John Spurlock's analysis of download trackers: https://livewire.io/podcast-trackers-by-episode-share/?utm_source=podnews.net&utm_medium=web&utm_campaign=podnews.net:2021-10-15 Support for the show can be offered at Buy Me A Coffee --and thank you for listening. https://www.buymeacoffee.com/Tomwebster See omnystudio.com/listener for privacy information.
Mon, October 25, 2021
Advising on Advisor w/ Megan Johnson
Lets learn about lift reports and audience insights, and what those can do for you and your company. Megan Johnson of Podsights https://soundsprofitable.com/update/audience-insights Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com and Arielle Nissenblatt Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, October 22, 2021
Look For The Flowers
My Podcast Movement keynote: https://youtu.be/Ggy6Bs1FsLI Underlying data and observations about Facebook: https://tomwebster.media/the-most-important-question-in-podcasting-2021/ Support the show at Buy Me A Coffee! https://www.buymeacoffee.com/Tomwebster See omnystudio.com/listener for privacy information.
Mon, October 18, 2021
How Audio Quality Impacts Your Brand w/ Marcus dePaula
This week, Sounds Profitable talks sound quality with Marcus dePaula, and how a good microphone can both save AND make you money. Marcus dePaula of Podcast Audio Lab https://soundsprofitable.com/update/audio-quality-and-your-brand Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com and Arielle Nissenblatt Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Bonus · Thu, October 14, 2021
BONUS episode featuring Synthetic voices by Veritone MARVEL.ai
Check out this Bonus Article featuring the synthetic voices of James Cridland of Podnews and Evo Terra of Podcast Pontifications ! Here's the article: https://soundsprofitable.com/update/sounds-proftable-in-spanish MARVEL.ai: https://www.veritone.com/applications/marvelai/ Join us for more narrated articles!: https://soundsprofitable.supercast.tech/ See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Thu, October 14, 2021
Normal, But Not Back To Normal
The Edison Podcast Listener Survey template: https://www.edisonresearch.com/edison-research-podcast-listener-survey/ Buy Me a Coffee!: https://www.buymeacoffee.com/Tomwebster As always, I appreciate your support, and your subscriptions. You can get the newsletter version of this at http://ihearthin.gs See omnystudio.com/listener for privacy information.
Mon, October 11, 2021
Getting UpFront About Programmatic Podcast Ads w/ Claire Fanning
Sounds Profitable chats with Claire Fanning about the IAB fall podcast UpFronts, and how you should be capitalizing on what we've learned. Claire Fanning of SXM Media https://soundsprofitable.com/update/programmatic-podcast-ads-upfront Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com and Arielle Nissenblatt Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Mon, October 04, 2021
Welcome to Season 2! w/ Arielle Nissenblatt
Join Bryan and new cohost Arielle Nissenblatt as they discuss what's coming in Season Two of Sounds Profitable. ___Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com and Arielle Nissenblatt Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, October 01, 2021
Looking Into The Matrix, Digital Audio Edition
The Tucker Carlson graph Most recent Share of Ear Share of Ear by device Support the show at: https://www.buymeacoffee.com/Tomwebster Subscribe to the I Hear Things newsletter at http://tomwebster.media
Sun, September 26, 2021
SP Highlights: The Intangibles of Podcast Advertising w/ Tom Webster
The Sounds Profitable podcast started impulsively as a way to test out the amazing ad tech I talk about. It's always been important to me that the people who talk about the technology know how to use it hands on and absolutely know what their clients experience. Now after 30 episodes and just finishing up our first year of Sounds Profitable as a newsletter, we're taking a month to completely reformat and improve the podcast to make it a better listening experience. For the month of September I wanted to share with you four episodes you may have missed. And of course, ask you to please take our survey, at podcast.study/soundsprofitable . Without your feedback, we couldn't have made the improvements we're planning. Understanding if your ad is working is absolutely critical. Brand Lift studies help you know if they are working. Tom Webster and Edison Research do a phenomenal job of telling you just that.Key Links: Tom Webster of Edison Research Article: https://soundsprofitable.com/update/brand-lift-studies -----Send us answers to Tom’s questions at bryan@soundsprofitable.com using the Subject “Episode 18”. Make sure to answer all 3 questions, and include your address so we can send you a sticker!“What section of the library would you find Sounds Profitable under?”“Do you think this show is popular?”“If Sounds Profitable were to die tomorrow, what would you miss the most about it?” ___Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Camer
Fri, September 24, 2021
Podcasting For Connection
The Facebook opportunity for podcasting: https://tomwebster.media/accidental-podcast-listeners/ The WSJ reporting on The Facebook Files: https://www.wsj.com/articles/the-facebook-files-11631713039 Twitter: Before And After Trump: https://www.edisonresearch.com/twitter-before-and-after-trump/ Unfriending Facebook: https://medium.com/swlh/unfriending-facebook-new-research-on-why-people-like-facebook-less-74894b927a0 The newsletter edition of this podcast: http://tomwebster.media/podcasting-for-connection/And your support for this podcast at Buy Me A Coffee is always welcome! https://www.buymeacoffee.com/TomwebsterSee omnystudio.com/listener for privacy information.
Sun, September 19, 2021
SP Highlights: Understanding Lift Reports w/ Matt Drengler
The Sounds Profitable podcast started impulsively as a way to test out the amazing ad tech I talk about. It's always been important to me that the people who talk about the technology know how to use it hands on and absolutely know what their clients experience. Now after 30 episodes and just finishing up our first year of Sounds Profitable as a newsletter, we're taking a month to completely reformat and improve the podcast to make it a better listening experience. For the month of September I wanted to share with you four episodes you may have missed. And of course, ask you to please take our survey, at podcast.study/soundsprofitable . Without your feedback, we couldn't have made the improvements we're planning. Key Links: Matt Drengler of Podsights Articles: https://soundsprofitable.com/update/understanding-podcast-lift-reports https://soundsprofitable.com/update/understanding-podcast-lift-reports-2 -----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See <a href="https://omnystudio.
Fri, September 17, 2021
To All The Podcasts I've Loved Before
Most of the podcasts I talk about are found on the Podcasts page of my website: https://tomwebster.media/podcasts/ You'll have to go to Spotify for Deep Six: https://open.spotify.com/show/0ZeM4Zf9RVknahbM4gk8dS?si=NS9ME2l1TzyPa6l2e_rIIg&dl_branch=1 And I rescued the Mitch Joel episode of The Friday Five here: https://soundcloud.com/tomwebster/mitch-joel-on-2013-05-24-at-0803output See omnystudio.com/listener for privacy information.
Sun, September 12, 2021
SP Highlights: Taking DAI Seriously w/ Heather Osgood
The Sounds Profitable podcast started impulsively as a way to test out the amazing ad tech I talk about. It's always been important to me that the people who talk about the technology know how to use it hands on and absolutely know what their clients experience. Now after 30 episodes and just finishing up our first year of Sounds Profitable as a newsletter, we're taking a month to completely reformat and improve the podcast to make it a better listening experience. For the month of September I wanted to share with you four episodes you may have missed. And of course, ask you to please take our survey, at podcast.study/soundsprofitable . Without your feedback, we couldn't have made the improvements we're planning. Heather Osgood of True Native Media and I really explored the value of dynamic ad insertion and why every publisher should be focused on implementing it. Heather was one of the first people to have me on her podcast, The Podcast Advertising Playbook, and I'm always excited to talk more about podcast ad tech with her. Key Links: Heather Osgood of True Native Media Article: https://soundsprofitable.com/update/dai-for-podcasting -----Is DAI actually free to use? (spoiler, it’s not).-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media | Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with <a href="
Fri, September 10, 2021
Workshopping Your Podcast
Writers' Workshops, but for podcasters. That's the tweet ;) Also: an extended meditation on failing, failing fast, and the "just ship it" mentality.See omnystudio.com/listener for privacy information.
Sun, September 05, 2021
SP Highlights: Brand Safety w/ Moomal Shaikh
The Sounds Profitable podcast started impulsively as a way to test out the amazing ad tech I talk about. It's always been important to me that the people who talk about the technology know how to use it hands on and absolutely know what their clients experience. Now after 30 episodes and just finishing up our first year of Sounds Profitable as a newsletter, we're taking a month to completely reformat and improve the podcast to make it a better listening experience. For the month of September I wanted to share with you four episodes you may have missed, and of course, ask you to please take our survey at podcast.study/soundsprofitable. Without your feedback we couldn't have made the improvements we're planning, so please keep it coming. Moomal Shaikh of Oracle Moat joined me in March, 2021, and we had an absolutely amazing conversation about brands safety. Insight from outside of the podcast industry is absolutely how we're going to grow so definitely check this episode out. Key Links: Moomal Shaikh of Oracle Moat Article: https://soundsprofitable.com/update/podcasting-brand-safety -----Brand Safety can only get better with less exclusion and more inclusion.-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with <a href="https://soundsprofitable.com/_pa
Thu, September 02, 2021
Little Boxes
Today we talk about whether or not podcasts and broadcasts are two great tastes that taste great together. I also reveal the six phases of radio's relationship with podcasting, the four things radio can do to showcase podcasts effectively, and quote from the great philospher H.I. McDunnough.Full text at http://ihearthin.gs "First Listen: KYCY" from May 2005: https://www.edisonresearch.com/first_listen_ky/ See omnystudio.com/listener for privacy information.
Sun, August 29, 2021
Finally Sounds Profitable Has A Podcast w/ Evo Terra
Let’s talk Podcasting! In the last episode of Sounds Profitable’s first season, Bryan speaks with producer Evo Terra, and editor Ian Powell to talk about the ins and outs of making a podcast, and what they’ve learned for Season 2.Key Links: Evo Terra of Simpler Media Productions Ian Powell of Ian Powell Audio Article: https://soundsprofitable.com/update/finally-a-podcast Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Take our survey! Get free stickers, and a chance to win an hour consultation with Bryan! podcast.study/soundsprofitable Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, August 22, 2021
Tracking Podcast Ad Performance That's Hard To Track w/ Omer Jilani
There’s two sides to attribution. Hang out with Bryan and Omer as they talk about the great feeling of helping creators get the revenue they need to keep their visions going, by getting them good attribution.Key Links: Omer Jilani of Claritas Article: https://soundsprofitable.com/update/tracking-podcast-ad-performance ---- ___Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Take our survey! Get free stickers, and a chance to win an hour consultation with Bryan! podcast.study/soundsprofitable Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, August 20, 2021
Wherever You Get Your Podcasts
On this week's episode, Tom discusses the phrase, "listen to us wherever you get your podcasts." Is this the most effective thing we can say?Resources mentioned:Top 50 Podcast Ranker for Q2 2021: https://www.edisonresearch.com/the-top-50-most-listened-to-podcasts-in-the-u-s-q2-2021/ Support the podcast at Buy Me A Coffee: https://www.buymeacoffee.com/Tomwebster See omnystudio.com/listener for privacy information.
Sun, August 15, 2021
How To Write Podcast Ads That Sell w/ Stew Redwine
What makes a perfect host-read ad? We talked to Stew Redwine of Oxford Road to find out.Key Links: Stew Redwine of Oxford Road Article: https://soundsprofitable.com/update/copywriting-ads-that-sell -----Which ad was your favorite? ___Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Take our survey! Get free stickers, and a chance to win an hour consultation with Bryan! podcast.study/soundsprofitable Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, August 13, 2021
The Most Asked Question In Podcasting
Graphs of all data discussed on this episode are at http://tomwebster.media See omnystudio.com/listener for privacy information.
Sun, August 08, 2021
SP Profiles: Branded Podcasts w/ Dave Zohrob
Sounds Profitable gets to hear some of the best ideas and learn from the best researcher in the business. Unfortunately, that brilliance is sometimes overlooked because we're taught that what the company sells and the education they provide are too intertwined. It’s hard to sort out sales and marketing from universally valuable data. So we want to highlight those bits of brilliance, and put a spotlight on these incredible ideas and excellent educational resources. This month we're talking with Dave Zohrob, CEO of Chartable, about an amazing study they did looking into Branded Podcasts. Link to Dave's Study: https://chartable.com/blog/why-branded-podcasts-are-exploding-and-why-we-built-chartable-for-brands Take our survey! Get free stickers, and a chance to win a free consultation with Bryan! podcast.study/soundsprofitable See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, August 01, 2021
How Dynamic Ad Insertion Actually Works w/ Brian Sherman
We’ve been carrying the torch for DAI for a while now. In this conversation with Brian Sherman of A Million Ads, we talk about how this technology is the future of podcast ad tech, and how more people should be working creatively to adopt it.Key Links: Brian Sherman of A Million Ads Article: https://soundsprofitable.com/update/how-dynamic-ad-insertion-works -----How would you incorporate DAI or DAC into your podcast? ___Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Take our survey! Get free stickers, and a chance to win an hour consultation with Bryan! podcast.study/soundsprofitable Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, July 25, 2021
Sounds Profitable's Premium Blend w/Jason Sew Hoy
Are you listening to our Supercast Feed? Good! Are you not? Why not? It’s free! And Jason Sew Hoy is here to explain why joining the feed is good for you and us!Key Links: Jason Sew Hoy of Supercast Article: https://soundsprofitable.com/update/premium-blend ----- soundsprofitable.supercast.com ___Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ TAKE THE SURVEY! podcast.study/soundsprofitable Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, July 18, 2021
Podcast Prefix Analytics Explained w/ Karo Chakhlasyan
How can we get the most out of prefix analytics? And how can everyone use them to their best? Bryan and Karo talk about Prefix-analytics for the everyman.Key Links: Karo Chakhlasyan of Chartable Article: https://soundsprofitable.com/update/prefix-analytics -----Are you using prefix analytics?___Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! Take the survey! Get free stickers!podcast.study/soundsprofitable See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, July 16, 2021
Is Podcasting...A Slowing Market?
News coverage of podcasting's "slowing market" from Podnews ( https://podnews.net/update/adrip-ripping-old ) and Hollywood Reporter ( https://www.hollywoodreporter.com/news/general-news/analyst-downgrades-spotify-stock-gains-joe-rogan-podcast-deal-1301923/ )Support the show at Buy Me A Coffee! See omnystudio.com/listener for privacy information.
Sun, July 11, 2021
Let's Make Podcasting Metrics More Meaningful w/ Juleyka Lantigua-Williams
Do download numbers matter? Juleyka Lantigua-Williams doesn’t think so. There’s a better metric for gauging your podcasts success and she has the study to prove it.Key Links: Juleyka Lantigua-Williams of Lantigua Williams & Co Article: https://soundsprofitable.com/update/podcasting-metrics-meaningful -----Do you know how to access your podcasts listen-through rates?___Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, July 04, 2021
We Need More Women Working In Adtech w/ Twila Dang
Hey are you reading this? Good. Promote disenfranchised people. And listen to them. Use your privilege for good. And take this amazing advice from Twila Dang.Key Links: Twila Dang of Matriarch Digital Media Article: https://soundsprofitable.com/update/we-need-more-women-working-adtech -----How are you promoting diversity? How are you helping out your peers and employees?___Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, June 27, 2021
Up Next: A Podcast Up Front w/ Donelle Brown
Building a new way to do an up front for the podcasting world is tough! Bryan and guest Donelle Brown go into what it took to make the Up Next a reality, and how to make it better in the future.Key Links: Donelle Brown of AdLarge Article: https://soundsprofitable.com/update/up-next-podcast-upfront -----How are you educating your team? Are you encouraging innovation?___Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, June 25, 2021
Podcasts, Audiobooks, and the Third Thing
Support the show by buying me a coffee! https://www.buymeacoffee.com/TomwebsterThe latest research from the Audio Publishers Association: https://publishingperspectives.com/2021/06/audio-publishers-association-12-percent-audiobook-revenue-growth-in-2020-covid19/The Red Thread: https://tamsenwebster.com/book/See omnystudio.com/listener for privacy information.
Sun, June 20, 2021
The Influencer Marketing Advantage w/ Shreya Sharma
In an industry where influencer marketing is taking strides, how can podcasters get a leg up? Shreya Sharma talks with Bryan about how the lack of differences between the two needs to be recognized ASAP.Key Links: Shreya Sharma of Inside Podcasting Article: https://soundsprofitable.com/update/influencer-marketing-advantage -----How can podcasters best educate themselves?___Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com| Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, June 18, 2021
How To Field Your Own Listener Survey
Google Forms: https://www.google.com/forms/about/ The Optimization Trap - when NOT to rely solely on listener surveys: https://tomwebster.media/archive/no-one-likes-pizza/ On survey incentives: https://tomwebster.media/archive/what-do-listeners-wantpart-one/ See omnystudio.com/listener for privacy information.
Sun, June 13, 2021
How To Buy Host-Read Ads At Scale w/ Jordan Harbinger
Growing your audience through host-read ads works. But it takes time and effort. Time and effort that Jordan Harbinger has put in.Key Links: Jordan Harbinger Article: https://soundsprofitable.com/update/host-read-ads -----Do you think the system is flawed? What are you doing to grow your audience? ___Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, June 11, 2021
Who Doesn't Like Pizza?
Sean Ross on How to Have More Hits: https://powergold.com/how-to-have-more-hits/ Ed Sheeran obliterates the Spotify record: https://www.musicbusinessworldwide.com/ed-sheeran-obliterates-spotify-record-with-68-7m-streams-in-a-day/ Future replaces Future: https://www.billboard.com/articles/columns/chart-beat/7710203/future-makes-history-back-to-back-no-1-debuts-billboard-200-album-chart-hndrxx Like the show? Subscribe to the I Hear Things newsletter at http://ihearthin.gs and support the podcast at Buy Me A Coffee. Thanks!See omnystudio.com/listener for privacy information.
Sun, June 06, 2021
Don't Forget the Intangibles of Podcast Advertising w/ Tom Webster
Understanding if your ad is working is absolutely critical. Brand Lift studies help you know if they are working. Tom Webster and Edison Research do a phenomenal job of telling you just that.Key Links: Tom Webster of Edison Research Article: https://soundsprofitable.com/update/brand-lift-studies -----Send us answers to Tom’s questions at bryan@soundsprofitable.com using the Subject “Episode 18”. Make sure to answer all 3 questions, and include your address so we can send you a sticker!“What section of the library would you find Sounds Profitable under?”“Do you think this show is popular?”“If Sounds Profitable were to die tomorrow, what would you miss the most about it?” ___Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, May 30, 2021
Understanding Lift Reports w/ Matt Drengler
Lift reports are critical for understanding the efficacy of your campaigns. I speak with my good friend Matt Drengler of Podsights about how you want the honest truth from about attribution.Key Links: Matt Drengler of Podsights Articles: https://soundsprofitable.com/update/understanding-podcast-lift-reports https://soundsprofitable.com/update/understanding-podcast-lift-reports-2 -----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, May 28, 2021
Celebrity Podcasts: Neither Fish Nor Fowl
From The Guardian: https://www.theguardian.com/tv-and-radio/2021/may/22/are-celebrities-ruining-podcasting The five biggest celebrities in podcasting in terms of weekly reach: Joe Rogan Michael Barbaro Ashley Flowers and Brit Prawat Ira Glass Chuck Bryant and Josh Clark And for comparison, the five highest paid actors from the past year, according to Forbes: Dwayne Johnson Ryan Reynolds Mark Wahlberg Scarlett Johansson Ben Affleck The worst of the John McEnroe show: https://www.youtube.com/watch?v=QpLX4gzshG0&feature=emb_imp_woyt Part one of What Do Listeners Want? Buy me a coffee/support the podcast: See omnystudio.com/listener for privacy information.
Sun, May 23, 2021
The Podscape! w/ John Goforth and Cameron Hendrix
The podcasting advertising landscape is ever changing. Even the most recent map that I helped work on with the help of Magellan AI is already in need of updates. But that’s the goal of the Podscape. To help people understand the big picture, and to keep us all aware of what’s happening in this ever growing environment.Key Links: John Goforth and Cameron Hendrix of Magellan AI Article: https://soundsprofitable.com/update/podscape-podcasting-landscape -----The Podscape will only ever have a finalized version when podcasting ends. .-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, May 21, 2021
Elephants, Shar-Peis, and Hedgehogs: What Recent Podcast Platform Data Really Tells Us
Subscribe to the I Hear Things newsletter at http:ihearthin.gs. All the data I cited is represented there.James Cridland's exploration of the Libsyn/Buzzsprout data: https://podnews.net/article/spotify-apple-podcasts-market-leader It's Fun Not To Count Things (on the distinction of "inactive shows" by hosts): https://tomwebster.media/archive/its-fun-not-to-count-things/ Podcast Industry Insights (the source of the total number of podcasts): https://podcastindustryinsights.com/ Clubhouse Users in America: https://www.edisonresearch.com/clubhouse-users-in-america/ Hot Pod: https://hotpodnews.com Wind of Change wins three Ambies: https://www.hollywoodreporter.com/business/digital/podcast-academy-awards-ambies-dying-for-sex-marc-maron-1234954234/ Tom's Diner (the DNA Remix): https://www.youtube.com/watch?v=32ZTjFW2RYo Thanks for listening. Support the show buy telling a friend, and buying me a coffee! See omnystudio.com/listener for privacy information.
Sun, May 16, 2021
Taking DAI Seriously w/ Heather Osgood
If you listen to Sounds Profitable, you listen to DAI. It’s an amazing tool which allows you to basically assemble the lego blocks of a podcast, and swap and replace things at any point in the future. Building your podcast towards DAI is easy, and should be on everyones mind. Heather Osgood speaks with me on the subject, and we talk about why DAI is the right way to go.Key Links: Heather Osgood of True Native Media Article: https://soundsprofitable.com/update/dai-for-podcasting -----Is DAI actually free to use? (spoiler, it’s not).-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, May 14, 2021
What Happened to Podcast Listening in Canada?
This is one episode that I encourage you to check out my newsletter at http://ihearthin.gs for additional analysis--there are lots of graphs there which help process the data better for those with a visual preference. Also, a couple of your asked about removing the background music. I saw no reason not to oblige.Links I mentioned:The Infinite Dial Canada: https://www.edisonresearch.com/the-infinite-dial-2021-canada/ Canadian employment stats: https://www150.statcan.gc.ca/n1/pub/11-631-x/11-631-x2020003-eng.htm Seth Rogen's podcast announcement: https://variety.com/2021/digital/news/seth-rogen-podcast-comedy-1234970579/ Find Your Red Thread pre-orders: https://tamsenwebster.com/book/ Clubhouse Users in America registration: https://tomwebster.media/ghost/#/editor/post/609e66ccb07d8c6e4055d658See omnystudio.com/listener for privacy information.
Fri, May 07, 2021
The "Accidental" Podcast Listener
Link to subscribe to the I Hear Things Newsletter, including graphs of the data Tom mentioned in the show: http://ihearthin.gs Bryan Barletta's Sounds Profitable newsletter: https://soundsprofitable.com Register for Clubhouse Users in America: https://us02web.zoom.us/webinar/register/6516203299295/WN_U80SXPDQROenIIxcNmYPJA Rookies vs. Veterans research from Podcast Movement: https://medium.com/swlh/three-ways-to-survive-podcastings-existential-crisis-fe679f0da603 The Top Ten most-recalled brands in Podcasting: https://www.edisonresearch.com/edison-research-announces-the-top-10-most-recalled-brands-in-podcasting-for-q1-2021/ Preorder Find Your Red Thread, from Tamsen Webster: https://tamsenwebster.com/book/ Support the show! https://www.buymeacoffee.com/Tomwebster See omnystudio.com/listener for privacy information.
Sun, May 02, 2021
Spotify Is Not Going to Kill Podcasting w/ Nick Hilton
Spotify isn’t ending the world. They’re acquiring quite a few properties, and are obviously big and imposing on the landscape, but I believe that they’re not actively killing the podcasting dream. But how far they have to go to do that is open to debate. A debate we have on this episode.Key Links: Nick Hilton of Podot Pods Article: https://soundsprofitable.com/update/spotify-megaphone-deal -----Are Boston Dynamic Robots going to kill us? Or be cool friends?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Fri, April 30, 2021
The Provenance of Podcasting
This week, I have an early candidate for the Real Heroes of Podcasting Hero of the Year (RHOPHOTY), and the most interesting-yet-largely-ignored-by-podcasters news story of the past couple of weeks. First, a detour from the world of art, or as we say here in Boston, aht.See omnystudio.com/listener for privacy information.
Sun, April 25, 2021
The One Thing Podcasters Must Do To Prepare For Paid Podcast Subscriptions
Paid subscriptions on Apple Podcasts: should you? What you NEED to do if you go down that road. Also: how Clubhouse should spend its sweet VC cash.See omnystudio.com/listener for privacy information.
Sun, April 25, 2021
Post-Roll is Bulls#!& w/ Dane Cardiel
Getting people to listen all the way to the end of your podcast is already tough enough. How do you plan to entice them further when they know there’s an ad waiting for them at the end? Dane Cardiel of Simplecast joins us to talk about rebranding post-roll, and figuring out ways to use DCI to make your podcast better.Key Links: Dane Cardiel of Simplecast Article: https://soundsprofitable.com/update/postroll-ads-are-garbage -----How much is too many ads? And what ads work best for keeping listeners interested?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, April 18, 2021
Targeting Demographics in Podcasting w/ Jay Green
Demographics in Podcasting get a bit murky sometimes. With digital households and the death of cookies, figuring out how we use demographics may be the future. I talk with Jay Green about how marketers should be looking at demographic targeting, and how diversifying your campaign strategies can be your best bet for your buck.Key Links: Jay Green of Cadence13 Article: https://soundsprofitable.com/update/targeting-by-demographic -----What is a digital household exactly? And what’s the best way to figure out who is actually listening to your podcast in that household?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, April 11, 2021
Spotify is in it to Win it w/ Griffin Caprio
Spotify is looking to dominate the marketplace of what goes in your ears. And currently, it doesn’t look like anyone is trying to stop them. Join host Bryan Barletta and guest Griffin Caprio as they discuss the future of audio, and what it means to you.Key Links: Griffin Caprio Article: https://soundsprofitable.com/update/spotify-is-in-it-to-win-it -----Is Podcasting still going to be called Podcasting? How far can that definition be stretched?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, April 04, 2021
Does Your Podcast Track You (and is that bad)? w/ Jack Rhysider
Join host Bryan Barletta and guest Jack Rhysider as they delve into the differences between ethical data collection and malicious data collection. Is there an ethical way to get data? And if so, how do we make sure our podcasts are acting ethically? Key Links: Jack Rhysider of Darknet Diaries Article: https://soundsprofitable.com/update/privacy-solutions -----What’s the difference between tracking and data collection? Can private feeds provide what major hosting platforms can’t?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, March 28, 2021
Can American Podcasting Learn From France? w/ Sarah Toporoff
Our second week of diving into international waters. There’s far more out there than just the American ideal of podcast advertising. What can we learn from these other countries, and is a more global mindset needed for the future of podcast marketing?Key Links: Sarah Toporoff of Podinstall Article: https://soundsprofitable.com/update/france-podcast-measurement -----Why are we missing out on these markets? And how can we learn to utilize what they’re teaching us?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join our Premium Feed! https://soundsprofitable.supercast.tech/ See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, March 21, 2021
The Future That's Being Ignored: IPv6 vs. IPv4 w/ Tom Barasso
IPv6 certainly isn’t new, but it’s been ignored by podcasting for a long time. And it’s absolutely the future, as the telecom infrastructure of India is showing us. What are we doing to access those 120 million listeners who are currently being left out?Key Links: Tom Barasso of PodLP Article: https://soundsprofitable.com/update/ipv6-and-india-for-podcasts -----How is the IABv2 working towards utilizing the power of IPv6? What struggles will podcasting have in countries where IPv6 is the main source of addressing?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join our Premium Feed! https://soundsprofitable.supercast.tech/ See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, March 14, 2021
The Hero We Need: Programmatic Advertising Saves the Day w/ Benjamin Masse
Programmatic Advertising is so much more than we think it is. It’s been a scary term for some, but that stigma is unwarranted. Find out the ins and outs of Programmatic Advertising with this episode. Key Links: Benjamin Masse of Triton Digital Article: https://soundsprofitable.com/update/programmatic-advertising-for-podcasts -----Is Programmatic Advertising your backup plan? Or your main course of action?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join our Premium Feed! https://soundsprofitable.supercast.tech/ See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, March 07, 2021
How You Should Be Protecting Your Brand, and How You're Doing it Wrong w/ Moomal Shaikh
Brand Safety safety is often seen from the wrong angles. Algorithms that can’t detect tone and context often push advertisers away from markets where their inventory would succeed. What’s the future of Brand Safety look like? Key Links: Moomal Shaikh of Oracle Moat Article: https://soundsprofitable.com/update/podcasting-brand-safety -----Brand Safety can only get better with less exclusion and more inclusion.----- Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Join our Premium Feed! https://soundsprofitable.supercast.tech/ See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, February 28, 2021
Rotten to the Core: Do You Know Who's Listening to Your Podcast? w/ James Cridland
Apple Core Media, Chrome, and Safari are being identified as podcast players. They’re not. What can you do to figure out how your podcast audience is being misidentified, and where does the industry go from here? Key Links: James Cridland of Podnews Article: https://soundsprofitable.com/update/rss-useragents -----How does refining our data improve our targeting? And why isn’t everyone doing this?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Join our Premium Feed! https://soundsprofitable.supercast.tech/ See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, February 21, 2021
What OPAWG is Doing to Build the Podcasting Community (and What You Can do to Help) w/ Mark Steadman
OPAWG is working to build tools to help create a more accessible podcasting community, and is working with creators to make high fees and gatekeeping a thing of the past. Key Links: Mark Steadman of Podiant and founder of OPAWG Article: https://soundsprofitable.com/update/opawg-user-agents -----Why does tracking user agents as a community work better? What is OPAWG doing to standardize these agents? And what does OPAWG hope to achieve in the future?----- Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Join our Premium Feed! https://soundsprofitable.supercast.tech/ See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, February 14, 2021
Losing Your Cookies: Podcast Advertising and Digital Identity w/ Rishabh Jain
How does the loss of digital ID impact podcast advertising? Does it really matter for podcasting, or will evening the playing field between digital and podcast advertising impact how we gather data? Key Links: Rishabh Jain formerly of LiveRamp Article: https://soundsprofitable.com/update/apple-privacy-and-podcasting How do we responsibly manage data stewardship? Does users’ agency to choose whether or not to be tracked by third party apps affect data collection? What data do we need to target users, and what can we do with the data we get currently?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Join our Premium Feed! https://soundsprofitable.supercast.tech/ See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, February 07, 2021
The Wild West of Podcasting and the Apple Watch, w/ Dave Zohrob
Was the Apple Watch double dipping numbers on podcast downloads? Did the IAB do anything to fix it? Does the fix actually help?Key Links: Dave Zohrob of Chartable Article: https://soundsprofitable.com/update/apple-watch-os-downloads -----Download numbers are an incredibly important metric, but how can we regulate their legitimacy? Dave Zohrob and Chartable have answers, and Bryan is more than eager to talk about the good practices of advertisers, as well as the bad.-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Join our Premium Feed! https://soundsprofitable.supercast.tech/ See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Sun, January 31, 2021
Unpacking The Challenges of Geotargeting w/ Jason Hanson
In the world of advertising and marketing, geotargeting is an incredibly important tool. But where is geotargeting going? What’s the next stage of this tool? Key Links: Jason Hanson of Wrapify Article: Geolocation Misses The Mark In Podcast Targeting ------Like podcasters running geotargeted advertising campaigns, Wrapify has to combine a large sample size with mobile device IDs to prove their worth. Did the right audience encounter the ad? Did the exposed consumers take the intended action? And how much can we rely on the accuracy of an IP address? Advertisers and marketers try—and fail—to boil all advertising down to the same thing. But as Jason says, every medium serves its own purpose and informs the buyer’s journey. Local advertising—especially hyper-local advertising that podcast can provide—plays an important role. But it’s important that we not over-reach with its capabilities. Podcasts ads aren’t the same as digital. Podcast ads aren’t the same ad radio. Podcast advertising is a worthy channel that can and does stand on its own, while also supporting other larger campaigns.-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Join our Premium Feed! https://soundsprofitable.supercast.tech/ See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
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