#TBT Word of the Year in 2005: PODCAST

Ten Years aGO

The Pew Research Center released a 2006 primer on podcasts. Things sure have changed. Or maybe not so much?

The report explains that podcasts began as a niche medium for enthusiasts. “Even the Astronauts made podcasts from the space shuttle available to space junkies.”

So far, no discrepancy. Next, major broadcasters like NPR and CNN quickly followed suit and adopted the new audio on demand platform. Got it.

The business model was to earn revenue through sponsorship and advertising. From the jump! Yep. But wait…The very first podcast advertisers were big brands like Johnson & Johnson, General Motors, Nikon and Acura.

What does that mean? Depends on who you ask. Podcasters are getting consistent renewals from DR advertisers, an indicator of audience delivery. It means people are listening.

However DR campaign success is not a measure all agencies can feel good about. Some are still hesitant to put podcasts on the plans of their big brand advertisers.Today the preponderance of podcast advertisers are direct response.

It likely won’t be that way much longer. The IAB’s Podcast Working Group [I have been a member] will soon release an industry guide with terminology, measurement types, case studies and an answer to the question, how do we quantify a download?

Legacy podcasting players and more recent producers, ad sellers and technologists are defining the podcast industry anew.

When released, the IAB’s guide will mark the first (as far as I know) united front established within the podcasting community that will be shared broadly with advertising and media agencies.

Pew knew some stuff. What will hold true in the next decade? Look out for the #tbt in 2025.

Read the Pew Research in full here: http://www.journalism.org/2006/07/19/what-is-podcasting/

The history of the podcast is well documented in this pitch from an educator: 

 

(Originally published on August 21, 2015 on Medium.com)

Allyson Marino