Why podcasts work

Digital audio is an investment in a growing medium, whose personal voice and strong listener attachment creates a space for advertisers to effectively engage an educated and often affluent audience.

Audio is having a moment. More specifically, digital audio is having a moment; more than half of all audio spend is now digital, a statement that points to the inadequacy of ‘digital’ as a single destination for spend or one area of expertise.

Why wouldn’t it be having a moment? There’s more music being made than ever, more platforms on which to listen. We can listen at home, at work, at school. The humble documentary, once the mainstay of traditional talk radio in the shape of the United States’ NPR, for instance, or BBC’s Radio 4 has been remodelled and...

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