Our Hometown Blog

Here at Our Hometown, we try to stay on top of the latest developments when it comes to online newspaper publishing. In this News Brief, we’re highlighting a piece by  Micaeli Rourke over at Digital Content Next about the ways podcasting is impacting ad revenue.

“The podcast advertising market continues to rise steadily, quarter after quarter.”

– said Micaeli Rourke

The article, “As podcasting soars, advertising follows,” discusses the ways that audio program listenership has increased despite many people’s lack of a commute in recent years. An increase in ad spending has followed in tandem with an expanding podcast audience.

Here are a few of our big takeaways:

• As of 2021, 28% of the US population over the age of 12 listens to podcasts on a weekly basis.
• Between 2020 and 2021, podcast advertising increased by 40% and is expected to reach $1.6 billion by the end of the year.
• Studies show that advertisements that are read in a casual tone by podcast hosts are 48% more effective.

Podcasting is a great medium for any outlet looking to attract younger readers, as well as a great source of a growing amount of adshare. Because of this, Our Hometown developed Audio Article Podcasts to help newspapers to tap into the podcast market in a way that is accessible to newsrooms of all sizes and technical capabilities.

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