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…

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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…

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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…

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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…

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Podcast Advertising: It’s A Proven Model

In this five-part series I’m covering the five factors that are driving podcast advertising which Midroll’s head of sales Lex Friedman outlined on The Wolf Den podcast. The first factor–covered in the previous post–is an influx of new, “offline” advertisers. The second factor is that podcast ads simply perform. As Lex explains, that’s why new companies, like “offline” advertisers, are coming to the medium. Evidence for this performance comes from the success of the pioneering…

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