Podcasting Blossoms, but in Slow Motion - The New York Times - 0 views
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The largest podcasting operations are attracting sizable audiences and advertising revenue. The ads work. Large and small advertisers report a significant upside to the campaigns they run on podcasts, and ad rates on top-tier podcasts approach $100 per thousand listeners, which is many times what it costs advertisers to reach audiences in most other digital formats.
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the overall audience for podcasts is growing very slowly. In February, Edison Research reported that 17 percent of Americans had listened to one podcast in the previous month. That is up just slightly from Edison’s 2012 survey, when 14 percent of Americans had done so. The business also has some problems, including a labor-intensive ad-buying process, a shortage of audio producers and the inability to accurately measure who is listening.
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it is that rarest thing in the technology industry: a slow, steady and unrelentingly persistent digital tortoise that could eventually — but who really knows? — slay the analog behemoths in its path.
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