This week we take a deep dive into the world of podcast advertising!

First, a trip down memory lane. We’ve been doing this a long time and though it might help by recounting just a bit of history for context, from early affiliate partnerships to CPM advertising and dynamically inserted ads. We discuss the pros and cons of these different approaches and how they've shaped our strategy over time.

Next, we explore key takeaways from the SoundsProfitable conference on podcast advertising. We highlight interesting findings about listener engagement and discuss what's currently working in the industry, including the effectiveness of live ad reads and storytelling-style advertisements.

We’ve changed our plans to adapt our advertising approach across our network, aiming for more engaging and less intrusive ad experiences. We emphasize the importance of balancing monetization with listener satisfaction.

The episode concludes with practical advice for fellow podcasters, drawn from both our experiences and industry best practices. We cover topics like ad placement, frequency, and transparency about how advertising supports podcast production.

We hear all about the TikTok generation. But, you know, there are others out there and they are consuming content just like those in the spotlight. We just have to know where to find them.

In this episode of Podcast Podcast, hosts Pete Wright and Andy Nelson dive into the often-overlooked world of older podcast listeners. Inspired by a surprising comparison between Tom Cruise and Wilford Brimley, they explore:

• The misconceptions about age demographics in podcast audiences
• Why the 55+ crowd might be the next frontier for podcast growth
• How traditional marketing strategies could be reimagined for the digital audio age

Join Pete and Andy as they challenge assumptions about who's really tuning in and ponder the untapped potential of targeting listeners who remember a world before smartphones. Is the key to podcast expansion hiding in plain sight?

Links & Notes

• The Wilford Brimley Podcast from Sounds Profitable

In this bite-sized episode of The Podcast Podcast, Pete and Andy dive into the world of podcast subscriptions and memberships. They discuss the differences between Apple's subscription model and running your own membership program using a third-party service like Memberful.

Pete explains that Apple's subscription service is easy to use but comes with limitations, such as being exclusive to the Apple Podcasts app and lacking integration with other services like Discord. He also points out that Apple takes a 30% cut of the subscription revenue.

On the other hand, using a service like Memberful allows for more flexibility and control over your membership program. It enables you to offer bonus content, access to multiple podcasts, and integration with other services. However, it requires more setup and management on the podcaster's end.

They also touch on the recent report suggesting that Apple Podcasts may favor shows with subscriptions in their recommender algorithm. They consider the potential benefits and drawbacks of participating in Apple's subscription program.

Tune in to learn more about the pros and cons of each approach and decide which one might be right for your podcast.