Commercial Radio Only Delivers 1% Of All Podcast Listening

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That’s according to Amplifi Media CEO Steve Goldstein who was part of a panel at the Country Radio Seminar, Wednesday. Goldstein would like to see radio produce more original content in the podcasting space, which has already grown to a $250 million business. Here’s why Goldstein says radio has an advantage.

Goldstein says radio’s advantage in the podcasting space is its ability to communicate to an already existing audience. “There are 500,000 podcasts available. Most have no way to get the word out. Radio has a big megaphone.” In fact, panelist Rachel Belle from KIRO in Seattle has a huge megaphone, which she uses to produce a podcast called Your Last Meal. Belle is obsessed with the topic. She interviews celebrities on what their last meal would be and she’s researched the last meal of everyone who’s ever been executed in the State of Texas.

Belle cross-promotes the podcast on KIRO which led to the station signing a huge sponsorship deal with a local client. Not only did the radio station make money on the original content podcast, Belle also gets a percentage based on the number of downloads to the show. She came up with a unique idea, put in the extra work to record and produce the podcast and made it work for both herself and the company. She also repurposes some of her original content on the radio station.

This story corrects an earlier version that stated “radio” only accounts for 1% of Podcast listening. Public radio has a lot of Podcast listening, it’s commercial radio with the 1%.

3 COMMENTS

  1. I must have missed the memo. However, since hallway chatter is forbidden, is it not radio’s primary mandate to attract and hold listenership to its stations?
    I feel like such a dummie. Fortunately, I am not alone.

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