The availability and quality of data on podcast advertising consumption is poorer than on other platforms
You might have heard: Slate looks to build upon its podcasts with live events and creating a network with other publishers (Digiday)
But did you know: “Apple has been a big factor in the growth of podcasting, but it’s also a major force holding the medium back,” writes Eric Blattberg. Podcasts are the only part of the iTunes store in which Apple doesn’t host the content and doesn’t monetize it, but that also means it lacks the incentive to track them closely. This means while direct-response marketers have taken to the medium (such as Squarespace handing out coupon codes), larger brand advertisers have been slower to embrace the medium because of its relatively small scale and “immature analytics,” notes Blattberg.
+ Noted: Andrew Sullivan’s The Dish’s last day is Friday (The Dish); Content recommendation system Taboola raises $117 million from funders including Advance Publications to create more customization, including on mobile (Mashable); SmartNews, the top mobile news app in Japan, crosses 10 million downloads, with 1 million in the US, ahead of a global launch(Forbes); ESPN is starting a market-specific advertising effort to help national brands connect with local sports fans (MediaPost); Tweets to become more easily searchable after Twitter strikes deal with Google (Bloomberg Business); Reuters unveils mobile TV news service (Talking Biz News); An update on Hearst Newspapers’ strategy, including its digital marketing services for local businesses, from its president Mark Aldam (Capital New York); Twitter’s data editor Simon Rogers will be contributing editor at Vox and Vox is building a data team (Poynter); BuzzFeed was absent from Snapchat Discover’s launch because of “creative differences” (Wall Street Journal); John Oliver bulks up on news staff, adding research staff with backgrounds at The New York Times Magazine, Al Jazeera and ProPublica (NetNewsCheck); NBC anchor Brian Williams, under pressure, backs away from his claim that he was on a helicopter shot down in Iraq(Stars and Stripes)