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How Podcasts Became a Seductive -- and Sometimes Slippery -- Mode of Storytelling (newyorker.com)
An anonymous reader shares a report: Podcasting has offered advertisers a new means of reaching demographically targeted consumers. Many podcasts feature extended endorsements, read by the host, that often include a discount code for a product or service. For listeners accustomed to a separation between advertising and editorial, the blurring of lines can be disconcerting (or embarrassing, such as when podcast hosts like Joe Rogan and Tim Ferriss expound on how much they enjoy wearing Me Undies). For advertisers that have spent heavily on podcasts, like the omnipresent Casper and Blue Apron, the effectiveness of such campaigns can be measured in increased sales. A representative for Blue Apron, which has launched its own branded podcast, "Why We Eat What We Eat," in addition to advertising on hundreds of shows, told me, "We view podcasts less as an advertising channel and more as a content channel to win new customers and engage existing customers."
Podcast advertising remains a relatively new science. Producers and advertisers can instantly tabulate how many times a show has been downloaded, but it's harder to ascertain how many people have listened to the whole thing. A commercial marketplace puts pressure on podcasters to create content that can attract millions of listeners, which does not necessarily make for the strongest, or most subtle, content. Linsky, with some frustration, noted that it doesn't matter much to an advertiser if a podcast takes an hour to record or months to report; all that matters is whether it attracts a lot of listeners. New ways of monetizing podcasts are being explored, including a paid-subscription model; apps such as Stitcher Premium offer ad-free listening and bonus episodes.
Podcast advertising remains a relatively new science. Producers and advertisers can instantly tabulate how many times a show has been downloaded, but it's harder to ascertain how many people have listened to the whole thing. A commercial marketplace puts pressure on podcasters to create content that can attract millions of listeners, which does not necessarily make for the strongest, or most subtle, content. Linsky, with some frustration, noted that it doesn't matter much to an advertiser if a podcast takes an hour to record or months to report; all that matters is whether it attracts a lot of listeners. New ways of monetizing podcasts are being explored, including a paid-subscription model; apps such as Stitcher Premium offer ad-free listening and bonus episodes.
The combination of original and advertising has long been the standard in radio, and is just accepted as the cost of keeping the lights on. What's so special about podcasts?
Lawrence Person (lawrencepersonh@gmailh.com (remove all "h"s to mail)
http://www.lawrenceperson.com/
I've seen YouTube replays of the old Tonight Show with Johnny Carson, where during the middle of the show, Ed would do a Budweiser or dog food commercial without a "station break".....you saw this thing quite often in the middle of shows on TV in the earlier days.
This type of thing is only new due to the podcast being a relatively "new" media outlet.
Light travels faster than sound. This is why some people appear bright until you hear them speak.........