Guide to Podcasting
Introduction
Executive Summary
Introduction
Podcasting: A Brief History
The So-Called Serial Effect
Methodology
Why Podcasting Matters
The Growth of Mobile
An Antidote to Advertising in the Internet Age?
Where We Are Today
Podcasting’s Barriers to Growth
Metrics, Consumer Data, and Industry Standards
Revenue Streams
Advertising and Sponsorship
Direct Support
Foundation Support
Membership, Subscription, or Premium Models
Live Events and Other Streams
Case Studies
Rebranding and Regaining Control: Reveal
Innovation in Advertising: Gimlet
Deeper Than Listicles: BuzzFeed
The Podcast Purveyor: Panoply
Case Study Takeaways
Operating Philosophies
Universal—Reach Every One We Can
Premium—Create Relationship/Engage With Audience
Value Added—Diversify Content/Brand
Key Unresolved Issues
Reliance on Platforms Versus Promise of “Audience Control”
The Ethics of Podcasting Advertising
The Pros and Cons of Networks
Disruption to Happen at Level of Content
Conclusions
The Podcasting Landscape
Existing Business Models
Measuring Success, Today and Tomorrow
A Post-Script to "A Guide to the Business of Podcasting"
Google Play to Include Podcasts
“The Message” & Branded Content
PRX Fundraises Again
Other updates of note
Appendix
a. Glossary
b. Timeline
c. Recommended Resources
Footnotes
Citations
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Key Unresolved Issues
Key Unresolved Issues
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