![]() ![]() Subscribe To The Forbes Careers Newsletter It’s not unlike old time radio advertising, but there are fewer spots and the listeners are already online, so sponsors can get quick and measurable responses to their ads. ![]() The ads are uniquely effective because they tend to be personalized, often funny, and they come from trusted hosts. That loyalty is also behind the high ad rates podcasts have commanded for a long time now. That’s a high barrier, but it also explains the incredible loyalty listeners develop when a show speaks to them. No one listens to a podcast by accident-they’ll only stick with a show they really love. Not only do listeners need to find and subscribe to each new show, but they then have to decide every single time a new episode comes out whether they’d rather listen to that or one of the dozens of other choices they have in front of them. Podcasts, on the other hand, require constant opt-in. Yes, we choose the radio stations we like, how often do you do that? Maybe once a year? We have a duty to self-edit.īut probably the biggest difference is the opt-in nature of podcasting. Of course, that means the onus is on podcasters not to waste the listener’s time by producing shows that just go on and on. ![]() There are the small differences, such as knowing that podcast listeners will always hear a show from the beginning and being able to ignore strict radio time limits. ![]()
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