WSJ: Podcasts Face Advertising Hurdles
Decent primer on the state of podcast adversing from Steven Perlberg writing in the Wall Street Journal
Advertising revenue growth has been limited by a range of problems not unlike the issues that online media faced in its early days. It’s difficult to measure how many people actually tune into a podcast, let alone listen to hosts promoting its sponsors. Ads in podcasts are relatively expensive, so it’s tough for brands beyond direct-response advertisers to determine whether the investment pays off. And the process of buying and selling ads in podcasts is still complex and clunky.
N.B. I dream of the day I can read an article in mainstream media on podcasting that doesn’t mention Serial.