Podcast - A Buyers Market Again

You know how it’s okay when you tease a family member, but if anyone else pokes fun, you get angry? That’s what happened last week when our Oxford Road Founder and CEO Dan Granger read a recent article from the New York Times about the Podcast industry that painted a grim picture of the future.

Dan took to LinkedIn to provide a more well-rounded view of the Podcast industry–one that embraces the still-emerging medium warts and all. Yes, growth has slowed, but as Dan states, “pricing is getting more rational, and brands that are in a position to grow can get back to the returns we saw in the early days (which were staggering).” Yes, it seems as if Podcast is once again in a buyer’s market, and we couldn’t be happier about it.

If you’re ready to take advantage of the new opportunities Podcast presents, we hope that The Influencer provides some of the tools you need to succeed.  This week, we’re concluding our celebration of Black History Month by highlighting two podcasts, that in addition to being entertaining, actually work for performance marketers. Next, we dive into the world of personal endorsement and explore how to get the most out of your ad reads. Rounding out our In Case You Missed It section, we have more stats and charts than most can handle (we believe you to be a rare breed, dear reader–you can handle it). Finally, we wrap this week’s edition up with an example of a podcast ad read that showcases an uncanny transition between content and advertisement.

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