FEED: What direction is podcasting heading in?
ERIN TRAFFORD: What I often say when working in integrated media is: let’s watch where the money goes. We’re going to start being able to draw a direct line between folks investing in Facebook ads and moving investment to programmatic podcast ads. But I don’t think it’ll happen overnight, it’ll be a slow shift – a rebalance. I don’t think we’ll ever quit
FEED: What is the secret to launching a successful podcast?
Facebook ads, but the rebalance will push podcasts higher and higher. Also (this may be pie in the sky), you see celebrity podcasts topping the charts, launched by giant US networks. More democratisation of the platform is my hope, so it doesn’t get bogged down by celebrities. It will continue to be a medium where the niche is always the way forward – and size won’t matter as much.
“PODCASTING WILL CONTINUE TO BE A MEDIUM WHERE THE NICHE ISTHE WAY FORWARD”
ERIN TRAFFORD: Research, research, research. Make no assumptions – or as few as possible. That’s why we spend so long in development. The other thing I would say is commitment. It’s important for us to ask what a company’s lens is. If we get the sense they’re not committed and it’s not a priority, then that is a huge factor for us in deciding to take it on.
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