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DigitalAudioWorks Story of the Week

Podcasts are personal — and allow the right brands to whisper in consumer ears, too

In order to listen to a podcast, consumers must find and select a podcast, making an active decision to either download it or subscribe to it. And, further, most people listen to podcasts on portable devices, so they hear this content right in their ears, and that makes podcasts very personal content.

Gina Garrubbo, president and CEO of National Public Media, said “My initial thought on where podcasts fit into the media mix is there is a strong emotional connection. Once people start listening, it becomes their major way of consuming audio content. And it is a huge opportunity for sponsors to deliver messages in a very intimate, consuming environment. In world of 140 characters, people are listening to podcasts for an hour.”

The Drum