Gather ‘Round the iPhone: Podcasting Sees Resurgence
Hear that? It's the sound of something new. The start of a new Golden Age—but not for the medium you might think. Even though terrestrial radio saw its heyday almost a century ago, in the 1920's and 30's, the audible pleasure of listening to a story hasn't lost any of its charm. This week, it seems like the rebirth of audio storytelling has hit its stride—with both the AP and Slate announcing new podcasting initiatives.
According to our annual Media Usage Forecast—the full results of which will be published in our forthcoming March print issue—73 percent of marketers aren't using podcasting. Is that likely to change with the introduction of easier channels? If your product or brand aligns well with an audio ad, then it might be a great choice. Take, for example, email provider MailChimp, whose simple podcast ads on breakout hit Serial won the hearts and minds of listeners.
This week's news of not just two new podcasts, but two entire podcasting networks marks a big uptick in the way that people are looking at podcasting as a whole. While there had previously been podcasting aggregators—like Podbay and others—forays by large journalism outlets like Slate and the AP are a horse of a different color. Additionally of note is how prominently featured (at least on Panoply, Slate's platform) the idea of connecting sponsors and creators is.
The jury is still out on marketing via podcast and podcast advertising, but it's an interesting thread to follow. Content has definitely been a strong player over the past few years, and it just might be that podcasting is the newest route to being king. What do you think? Is podcasting just another fad, or is there some promise there? Let us know in the comments, below.