A new survey from Acast offers fresh evidence of why a podcast ad campaign could be the solution to a more cash-strapped consumer in 2023. It finds 95% of U.S. podcast listeners have taken some action as a result of podcast advertising. That figure is even higher among frequent listeners even as the universe of podcast fans expands. In that group, 97% said they had bought a product or researched a brand. The research also shows a closing gap between host-read and recorded ads. Read morePodcast Listeners Continue To Be Action-Focused When It Comes To The Ads They Hear.
Google is alerting podcasters to expect a drop in clicks and impressions as it makes changes to Google Search. Starting February 13, the company says Google Search will stop showing podcast carousels. “As a result, clicks and impressions in ‘how people find your show’ will drop to zero after that date,” it says in a notice in the Google Podcast Manager. It also suggests that podcasters may want to consider downloading any historical data that they want to keep for future use before then. Read moreGoogle Podcast Manager Will Start Showing Zero Search Clicks And Impressions. Here’s Why.
The unionization move across podcasting has arrived at the progressive podcast studio Crooked Media. The Writers Guild of America, East says an “overwhelming majority” of the 55-member bargaining unit at Crooked Media signed cards to unionize with them for the purpose of collective bargaining. The Crooked Media Workers Union is looking for improved pay, greater clarification on promotion requirements and job descriptions, and more inclusivity in hiring practices. Read moreCrooked Media Becomes Latest Podcast Studio To Unionize.
The Vox Media Podcast Network could be primed for more growth as Penske Media has struck a deal to become Vox Media’s largest shareholder. Vox, the home of brands including The Verge, Eater, SB Nature and New York magazine, will continue to operate independently of Penske and its portfolio of publications. Financial terms of the deal were not released but reports suggest Penske will pump $100 million into Vox. Read morePenske Media Buys Big Stake In Vox Media With A Joint Focus On Growth.