Danger - rising podload

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• Since 2021, there has been a 39% increase in the amount of ads in podcast shows - so says podcast advertising agency Oxford Road, which has launched a new report: “The Danger of Rising PodLoad”. Higher adload means ads perform worse, says the company: suggesting the “Oxford Clock” - a maximum of six minutes of ads an hour, spaced evenly throughout.
• Edison Research revealed the Top 50 Podcasts in the US measured by weekly audience (and done through a survey, so every podcast gets measured). There’s no change in the top three: The Daily at #3, Crime Junkie at #2 and Joe Rogan at #1. 24 shows are hosted on Megaphone; 9 on Simplecast.
• In the first half of the year, advertising at Libsyn Ads has grown by 24% year-on-year. The company announced its presence at Podcast Movement 2024, and more promotions: Stephen Pickens and Anthony Savelli have been promoted to Executive Vice Presidents of Sales. The release does not mention last week’s departure of Interim CEO, John W Gibbons.
  • Libsyn has partnered with Barometer to provide continuous verification of brand safety and suitability for every podcast in Libsyn’s marketplace.
  • Libsyn’s Pair Networks has been sold to Your Online, it has emerged. Your Online owns a number of internet companies including popular domain registrar Gandi. “Libsyn was looking for a good and permanent home for Pair as it shifts its full focus on its podcasting activities” says the announcement from Your Online. Libsyn has not announced the sale nor responded for comment: it bought Pair in Jan 2018.

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• RedCircle’s OpenRAP now covers five times the amount of shows as it did in March, the company says. The service sells host-read ads at scale, and claims “industry-best CPMs”.
• Audacia Audio is to use Wondercraft AI for audio ads in multiple languages across APAC. The tool reduces average production time from three weeks to three days, says the company.
• In Canada, Sonar Soundlabs has announced its relaunch, with a new focus creating podcasts for the arts and culture industry. The company has also announced a strategic partnership with My Most Authentic Life.
• Podcast network Evergreen has acquired the Independent Podcast Network. The acquisition comes with five parenting podcasts.
• The UK’s Sport Social Podcast Network has partnered with French podcast production studio Freakkick to expand operations into France.
• The Independent Podcast Awards has announced that it will be supporting its winners with a variety of support from partners. The awards had nearly 450 entries this year - an increase of 22%.

Tips and tricks

• On the Ausha stage at Podcast Movement: 👉 Elevate your audio-only show with video with effective strategies for wider reach on Social Media and YouTube.
• Learn from YouTube experts: watch the replay of a live Ausha session about Podcasting on YouTube with YouTube specialists.
• Backbeat Media has published From Podcast to Platform: The Art of Expanding Your Digital Presence - diversification is key, says the company.

Podcast News

• From Airwave: Big Picture Science’s Seth Shostak says: “Airwave's expert services free us to use our creative energies to make the best show we can. Without a doubt, our program is simply better thanks to the efforts of Airwave.”
• The Motherkind Podcast is launching their first book today. The show brings you some of the best wellbeing teachers in the world to help you find your calm, happy place in the "madness of modern mum life".
• Dropouts is the highest new entry in the Edison Research Top US Podcasts list this quarter. The company says it has been rapidly gaining traction, fueled by extensive media coverage from an East Coast tour and crossover episodes with Tana Mongeau of Cancelled with Tana Mongeau.
• 40 Minute Mentor has reached one million downloads. Hosted by LinkedIn Top Voice and Founder & CEO, James Mitra, the podcast has featured voices from Olympian Dame Jessica Ennis-Hill, Hollywood Star Jason Flemyng and numerous mission-driven founders and investors.
• A new satirical podcast series, Everything is News launches today. After losing his seat at the 2024 General Election, troubled former Tory cabinet minister Tom Dudley-Brown joins forces with formidable BBC foreign affairs veteran Julia Markham to offer an unorthodox weekly take on domestic and international politics – while promoting the agenda of their employers at sinister production company Omerta Media. The show stars Helen Price and Michael Clarke.
• The current political landscape is a direct result of decades of organized corruption, according to Master Plan - new today from The Lever, hosted by David Sirota, a speechwriter for Bernie Sanders' 2020 campaign. The show takes you from the 1970s to the 2020’s, weaving the tale of famous villains connected to corruption - including includes President Richard Nixon, Senator Mitch McConnell, and Fox News boss Roger Ailes.
• Bad People returns for a new season today. The true crime show from the BBC also has a refreshed look and feel, and host, with Amanda Haque joining Dr Julia Shaw. Listeners can expect to hear stories about the lockdown pyjama killer, the Gatwick blackmailer and hear an interview with a victim of the notorious Tinder Swindler.

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