Midroll Writes Up 2018 Plans
Midroll has written up some of its plans for 2018. To save you from reading around the PR fluff, these are my highlights:
- More paywalled exclusives on Stitcher Premium
- Non-specific investment in Stitcher other than a ‘new Android app’
- They predict more brands will want to advertise on podcasts thanks to better analytics from Apple and the reported effectiveness of host-read ads.
(Sidebar: everyone talks about big brands coming and better metrics, but what about hosts? How will hosts balance their journalistic integrity with reading copy for multinational conglomerates? It’s one thing to read an ad for a plucky startup and quite another to shill a new drive-thru breakfast menu)
- Forecast podcasts to overtake radio and SirriusXM in 3-5 years (and note that Midroll’s parent company Scripps is selling off all its radio stations)