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Tow Center’s Vanessa Quirk: For most news orgs, podcasts aren’t about profit


In a Q&A with MediaShift’s Sonia Paul, Tow Center fellow Vanessa Quirk (who worked on the Tow Center’s Guide to Podcasting) says for most podcasters, making a profit and making a high-quality podcast are likely not compatible. Quirk says: “Unless you have a strategic plan going into it and an awareness of the medium and good editors on your team, you aren’t necessarily going to have a good podcast [if you’re trying to make a profit]. I think there is going to be a bit of a shakeout, probably, in the future, where people decide to invest in it, and others who probably haven’t put in the time and the research in the first place will probably let podcasting go. Because it’s not so easy to make profit from it. You have to go into it and strategize.”

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