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1/4 - On this week's Podnews Weekly Review, we talk about:
1. Does podcast advertising really work? Most people skip the ads when they can but advertisers still keep paying, even when they don't know who listened to their adverts and don't know how long they listened. #valueformoney #emporersnewclothes
2/4 - James Cridland once pointed out that premium subscribers don't see ads.
So the people who can afford not to see the ads are the very same people the advertisers want to reach and not the people who can't afford a subscription. #awkward
Furthermore TV, Radio and Podcasting use sample groups to extrapolate watching, listening and advertising results upon which future ad buyers base their decisions which is the same as Schrödinger's cat dilemma. e.g their very selection bias the results.
3/4 - However we all know advertising does work at some level. Surely we can do better than these bias sample groups or VAST tags to measure advertising success. Oxford Road agree and have published ORBIT: the first podcast ranker measured by ad performance, based on $1.6bn of advertising spend. #CPA
James and I also reveal the no1 best performing advertiser which we think JD Vance would be the perfect spokesperson. #missedopportunity
Can you guess the product and no its not men's eyeliner?
4/6-
2. The Verge’s podcasts are now available ad-free for its subscribers. In fact more and more quality content is going behind ad-free paywalls such as Patreon, Memberful, Substack or Supporting Cast. What does that mean for advertising - see above?
We also discuss why creators want to own their community web portals and why they should build their fandoms on these paywall platforms rather than build their fandoms on Spotify or YouTube.
5/6
3. Is the Podcast Standards Project (PSP) and Podcasting 2.0 failing? I get on my soapbox this week and talk about a number of misgivings I have about the future direction of both groups. BTW I am a staunch advocate and participant in both groups but with their current incarnations they will both fail to deliver on their immense potential to build the future of podcasting.
6/6 - However I do offer up a number of suggestions as to how we can fix both of their current shortcomings but sadly I don't see things changing anytime soon. hashtag#leadership plus ça change, plus c'est la même chose!
All the stories we discuss are taken from Podnews Daily. Please make sure you have signed up to the newsletter. And of course you can get Podnews Weekly Review where ever you get your podcasts. - Something for the ears while your eyes are busy!
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