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 ....
Jun 21, 2023•13 min•Ep. 105
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 b...
Jun 16, 2023•11 min•Ep. 104
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 .
Jun 13, 2023•11 min•Ep. 103
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...
Jun 08, 2023•11 min•Ep. 102
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 ....
Jun 06, 2023•9 min•Ep. 101
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...
Jun 01, 2023•11 min•Ep. 100
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 ....
May 31, 2023•11 min•Ep. 99
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 Adver...
May 25, 2023•10 min•Ep. 98
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 ....
May 23, 2023•8 min•Ep. 97
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 ar...
May 18, 2023•11 min•Ep. 96
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 le...
May 17, 2023•30 min•Ep. 96
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 pro...
May 16, 2023•15 min•Ep. 95
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 Au...
May 11, 2023•10 min•Ep. 94
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 ....
May 09, 2023•8 min•Ep. 93
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...
May 04, 2023•12 min•Ep. 92
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 Profit...
May 03, 2023•24 min•Ep. 91
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...
May 02, 2023•10 min•Ep. 90
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 ...
Apr 27, 2023•10 min•Ep. 89
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 t...
Apr 26, 2023•38 min•Ep. 88
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 ....
Apr 25, 2023•8 min•Ep. 87
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 C...
Apr 20, 2023•10 min•Ep. 86
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 podcas...
Apr 19, 2023•41 min•Ep. 85
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 publishe...
Apr 13, 2023•10 min•Ep. 84
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 Lin...
Apr 12, 2023•29 min•Ep. 82
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 ....
Apr 11, 2023•17 min•Ep. 81
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 co...
Apr 06, 2023•10 min•Ep. 80
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 ....
Apr 05, 2023•8 min•Ep. 79
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...
Mar 30, 2023•9 min•Ep. 78
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 con...
Mar 29, 2023•24 min•Ep. 77
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 ....
Mar 28, 2023•11 min•Ep. 76
