Practical analysis for investment professionals
28 January 2016

Essential Listening: Bowie Bonds

Essential Listening: Bowie Bonds

The future of the podcasting business is ads, at least for now.

While some podcast networks, like Howl Premium, are experimenting with subscription models, the vast majority of podcasts that are attempting to monetize rely on ads. A recent Economist article recognizes the growing popularity of the podcast form but highlights two challenges the medium faces on the advertising front: The first is figuring out who exactly is listening. The second is aggregating a large enough audiences to make it worthwhile for advertisers.

These dilemmas are forcing podcasting companies to be more creative. Corey Layton at Advertising Age reports on the lengths to which podcasters will go to craft ads that are compelling to their audiences. This requires a different mindset and more effort on the part of podcasters and advertisers alike. For now, Layton writes, a number of advertisers are willing to experiment with the format.

If this week’s installment doesn’t slake your thirst for great podcasts, check out some entries from previous weeks’ editions of Essential Listening. As usual, this installment features a diverse group of selections to make your next commute or exercise session a little smarter.

Feel free to leave a comment or to recommend other podcasts Enterprising Investor readers and listeners might enjoy. I may highlight your suggestion in this ongoing series on the world of podcasting.

You can read more from Tadas Viskanta on his blog Abnormal Returns or follow him on Twitter @abnormalreturns.

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All posts are the opinion of the author. As such, they should not be construed as investment advice, nor do the opinions expressed necessarily reflect the views of CFA Institute or the author’s employer.

Image credit: © Clerk

About the Author(s)
Tadas Viskanta

Tadas Viskanta is the founder and editor of Abnormal Returns. He is also the author of Abnormal Returns: Winning Strategies from the Frontlines of the Investment Blogosphere, which culls lessons learned from his time blogging.

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