Creativity & Innovation Make Podcasting the Future of Media

The March issue of Fast Company features perceptive insights into why “The future of media is podcasting,” in an article by staff writer Rebecca Greenfield. While she is doubtlessly obligated to mention Serial in her set up, I love how she quickly broadens the scope, writing, “But enough about Serial: the podcasting world will produce bigger hits in the years ahead. What’s most interesting about the series is that it is but the most prominent…

Read More

Joel Stein and the “Podcast about Podcasts about Podcasts”

When Joel Stein began writing for Time Magazine in 1997 he represented a fresh voice that injected a dose of irreverence and fun into the then 74 year-old print publication. Yet, he was skeptical of the digital revolution nipping at Time’s heels. In fact, on episode 72 of The Wolf Den podcast he tells host Adam Sachs that, “I’ve been avoiding new media a very long time.” Before joining Time full-time, he had an assignment…

Read More

The Quality of Podcasts Has Hit a New High

Over the course of this short series I’ve been covering the five factors driving podcast advertising right now. So far we have: new “offline” advertisers entering the space; it’s a proven model; metrics are improving; and advertisers are getting savvier about demographics. We’ve now reached the final factor, which is also a big one: the quality of podcasts has hit a new high. “As the industry has matured shows in general sound better,” says Midroll’s…

Read More

Podcast Advertisers Sharpening Focus on Listener Demographics

While new industries are discovering podcast ads and the digital audio sector works to improve listener metrics, advertisers are getting more savvy about demographics. That’s the fourth major factor driving podcast advertising right now. Early on in the medium’s growth, the first podcast advertisers were principally concerned with download numbers. “As the industry has grown,” Lex Friedman explains on The Wolf Den podcast, “we’re seeing a steady growth in advertisers saying, ‘Who is listening?’” He…

Read More

Podcast Listening Metrics Will Improve in 2015

The first two factors driving the maturation of podcast advertising are the influx of new offline advertisers and the proven performance of podcast ads. Now we’re up to the third factor of five: measurement and metrics, and how they’re improving. As Lex Friedman, Midroll’s EVP of Sales, explained on The Wolf Den podcast, right now we can only report the number of times a given podcast episode was downloaded, not how many times it was…

Read More