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Oliver Buchannon
Tom Webster
Is Ad Skipping Avoidable?

Jun 12, 2024

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4 min read

Is Ad Skipping Avoidable?

Tom addresses four self-fulfilling negative beliefs about podcast advertising in the final hours leading up to Sounds Profitable's latest study Ad Nauseam, which addresses all four.

Tom Webster
Tom Webster
“My Audience Won’t Tolerate Advertising”

Jun 5, 2024

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7 min read

“My Audience Won’t Tolerate Advertising”

Tom Webster breaks down the upcoming Sounds Profitable study Ad Nauseam and what questions it aims to answer about podcast advertising.

Tom Webster
Tom Webster
Podcasts and Political Ads: An Acceptable Risk?

May 15, 2024

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9 min read

Podcasts and Political Ads: An Acceptable Risk?

As the political advertising season heats up, Tom takes a look at how podcast audiences react to political podcast advertising.

Tom Webster
Tom Webster
The Wilford Brimley Podcast

May 8, 2024

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10 min read

The Wilford Brimley Podcast

While podcasting is popular with younger demographics, the biggest growth potential lies in audiences aged 55 and up.

Tom Webster
Tom Webster
Podcast Advertising - The Safest Bet in a Risky Landscape

May 2, 2024

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9 min read

Podcast Advertising - The Safest Bet in a Risky Landscape

For brands looking to earn attention, podcasts are proving they can deliver in a media landscape littered with noise.

Tom Webster
Tom Webster
How to Embigify Podcasting

Apr 10, 2024

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10 min read

How to Embigify Podcasting

Being overly restrictive of what ‘counts’ as a podcast could lead to the medium going the way of the blog. Tom Webster’s keynote presentation from Evolutions by Podcast Movement breaks down how we can embigify the industry.

Tom Webster
Tom Webster
[Correction] Is Podcasting the Biggest "Ad Bargain"?

Mar 27, 2024

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5 min read

[Correction] Is Podcasting the Biggest "Ad Bargain"?

This week Tom debuts data from Sounds Profitable’s upcoming study during his keynote at Evolutions by Podcast Movement. Until then, he proposes questions podcasting should be asking itself.

Tom Webster
Tom Webster
Is Podcasting the Biggest "Ad Bargain"?

Mar 27, 2024

•

5 min read

Is Podcasting the Biggest "Ad Bargain"?

This week Tom debuts data from Sounds Profitable’s upcoming study during his keynote at Evolutions by Podcast Movement. Until then, he proposes questions podcasting should be asking itself.

Tom Webster
Tom Webster
Podcasting Licensed Music - It’s Time

Mar 6, 2024

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9 min read

Podcasting Licensed Music - It’s Time

Tom Webster reflects on a talk he gave this past week in Nashville, and music’s place (or lack thereof) in the podcasting industry. There’s room for great innovation and growth with properly licensed music and podcasts, and it’s time to make it happen.

Tom Webster
Tom Webster
Meet Your New Co-Host

Feb 21, 2024

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9 min read

Meet Your New Co-Host

A lot has been said about AI replacing human-made content. This week Tom Webster proposes a person-first future deploying AI-powered tools where they work best: as a support structure.

Tom Webster
Tom Webster
The Subtle Key to Podcasting's Persuasiveness

Feb 14, 2024

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12 min read

The Subtle Key to Podcasting's Persuasiveness

Miles of article inches have been written about podcasting’s persuasiveness, but NPR’s Body Electric takes audience engagement to a new, physical level.

Tom Webster
Tom Webster
Reintroducing Podcasting

Feb 7, 2024

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8 min read

Reintroducing Podcasting

If someone peeked into podcasting in the late 2010s, they would’ve seen an industry in ad tech infancy in comparison to podcasting’s capabilities now. The official Podcasting Sound Summit at SXSW will help re-introduce the industry and show off its new capabilities.

Tom Webster
Tom Webster
Knowing Half The Battle in Podcasting

Jan 31, 2024

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9 min read

Knowing Half The Battle in Podcasting

With apologies to G.I. Joe, half the battle of podcasting is not the changes in technology, but keeping up with changes to the audience. Tom Webster digs into the “neglected half” of the work of podcasting.

Tom Webster
Tom Webster
The “Why” of Your Podcast

Jan 24, 2024

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10 min read

The “Why” of Your Podcast

Since the beginning of podcasting, people have yearned to know exactly why someone does or does not listen to their podcast. Tom Webster reflects on what answering a “why” can uncover.

Tom Webster
Tom Webster
10 Critical Facts about Video and Podcasting for Success in 2024

Dec 14, 2023

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11 min read

10 Critical Facts about Video and Podcasting for Success in 2024

Sound You Can See, our latest research on the role of video in podcasting, presents a compelling picture of a single audience, choosing audio or video depending on their mood and environment. Tom Webster breaks down the ten things you need to know from this important study.

Tom Webster
Tom Webster
The Partial Attention Economy of Video Podcasting

Dec 6, 2023

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7 min read

The Partial Attention Economy of Video Podcasting

When asked if they listen to full podcast episodes, watch full episodes, or watch clips, audiences surveyed gave a resounding “yes.” Tom Webster breaks down what that means for podcasting and how we should act on it.

Tom Webster
Tom Webster
Putting Success In Your Way With Video

Nov 29, 2023

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7 min read

Putting Success In Your Way With Video

With the growth of video podcasting, it’s time to re-examine how podcasting thinks about audiences watching podcasts instead of listening. Tom Webster breaks down the differences, and how the two aren’t mutually exclusive.

Tom Webster
Tom Webster
Making The Case for Podcasting

Nov 8, 2023

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11 min read

Making The Case for Podcasting

Tom Webster tackles the ever-present problem of making an appealing pitch for podcasts to non-listeners.

Tom Webster
Tom Webster
How Branded Podcasts Might Be One Key To New Listeners

Oct 25, 2023

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10 min read

How Branded Podcasts Might Be One Key To New Listeners

This week, Tom Webster takes a look at Brand Fans, and how branded podcasts could actually grow the overall audience for podcasting

Gavin Gaddis
Tom Webster
Gavin Gaddis, +1
Confused About Video? The Listeners Aren't!

Oct 18, 2023

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8 min read

Confused About Video? The Listeners Aren't!

While the podcast industry frequently debates what qualifies ‘a podcast’, data from The Podcast Landscape shows podcast listeners have a pretty consistent idea. Tom Webster breaks down that data and what it can mean for YouTube as the biggest place for podcast discovery.

Tom Webster
Tom Webster
Why Branded Content Could Be Bigger Than You Think

Oct 4, 2023

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10 min read

Why Branded Content Could Be Bigger Than You Think

Tom Webster takes a look at the potential for brands and podcasts, and how data shows they have even more room to grow.

Tom Webster
Tom Webster
I’m Not Exactly Sure What You Do

Sep 20, 2023

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8 min read

I’m Not Exactly Sure What You Do

Tom reflects on the many people who would gladly listen to podcasts, if we could tell them exactly what podcasts are.

Tom Webster
Tom Webster
Actually, We Love Ads

Sep 6, 2023

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8 min read

Actually, We Love Ads

Tom Webster presents data from The Podcast Landscape that reinforces the value of (good) branded podcasts.

Tom Webster
Tom Webster
The Podcast You Want To Make

Aug 30, 2023

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7 min read

The Podcast You Want To Make

After talking to so many Podcast Movement attendees last week about how to grow their audience, Tom Webster asks a hard question - should you make the podcast you want to make?

Tom Webster
Tom Webster
Making a Podcast People Hate

Aug 16, 2023

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8 min read

Making a Podcast People Hate

Tom Webster shows off data from the upcoming study The Podcast Landscape in America and discusses the power of focusing a podcast to a specific audience over generic broad-reaching topics.

Tom Webster
Tom Webster
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