Practical analysis for investment professionals
25 February 2016

Essential Listening: Future Industries

As popular as podcasts have become, they are still a very small slice of the media pie.

By any measure, they lag badly behind online advertising, radio, and television. Steven Perlberg at the Wall Street Journal talked with media buyers on the sidelines, who note that the podcast ad buying process is still quite complex and the metrics available still lag behind other media. Jonathan Barnard, head of forecasting at ZenithOptimedia, said:

“Podcast ads can’t be targeted in the way other digital media can be, and there’s no immediate metric of success — like impressions served or links clicked — to allow advertisers to evaluate return on investment.”

For now, this won’t affect our ability to enjoy them. So, if you’re interested in sampling more podcasts, be sure to explore earlier editions of Essential Listening. As usual, the latest installment includes a broad selection of content to make your next bit of down time a little more illuminating.

Feel free to leave a comment or suggest other podcasts from which Enterprising Investor readers and listeners may benefit. I might 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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Please note that the content of this site should not be construed as investment advice, nor do the opinions expressed necessarily reflect the views of CFA Institute.

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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