Jordan Newman

And so I think when it comes to podcast advertising, some of the exciting things we're seeing are really integrated advertising, product placement, branded segments, ways to make advertising feel like it's part of the content versus interruptive.

Still clearly labeled as an ad, but done so in a way that I think really gives

gives viewers more content.

brands being willing to start their own podcasts now which i think is like a great example to me has been hbo like for a lot of their big ip yeah they have like a after the episode this is a podcast we're going to talk with this actor from the show yeah i think one of the reasons why that works is because i think podcasting is a format that really appeals to super fans yeah you know i think when we sort of look at loyal fans versus casual fans loyal fans consume like 20 times more of

an episode than casual fans, and they're far more likely to come back week after week.

So for a lot of these media companies that are launching podcasts, it's really a way to engage the most loyal fans who are the ones that are coming back week after week, binging, blogging, whatever it might be about it.

So it's definitely a smart strategy.

Yeah.

And look, it's not easy.

And so there's definitely some media companies that have done it better than others.

Yeah.

Yeah.

And I think like the commonality, I think,

again is having these hosts or voices that people can really build a relationship with and sometimes that's a challenge for a company particularly like a more traditional company that's always like tried to keep a separation between the

quote unquote creator and the audience in some way.

Yeah, I think now it is.

And look, I think also for a lot of like, you know, if you're like a journalist at a traditional news organization, you know, do you want to be in front of a camera every week talking about your content in a way that like is providing like opinions and off the cuff?

I don't think all of them would say yes.

But again, I think like

that is a valuable asset for a media company to create.