Is the CPM Model in Podcasting Really Sustainable?
05/07/24 • 49 min
2 Listeners
In a recent article published by Mia Lobel, ex Head of Content at Pushkin Industries, she decries the CPM model in podcasting, and that "The CPM model of advertising does not — and will not ever — work to sustain podcasting."
Join us as we dive deep into this topic with two podcasting pros.
Plus, Stupid Stuff in Podcasting and The Flattering Ram!
Co-hosts, ( ) and Gareth Davies(@garethsounds on X) .
Links to interesting things from this episode
- Kathy Doyle | LinkedIn
- Independent Podcast Awards 2024
- Quill Podcast Agency | High-Quality Corporate Podcast Production
- CoHost | Podcast Analytics and Audience Insights
- Podcast Production Services | Lower Street
- The world's most influential branded podcasts - Pacific Content
- Alex Lieberman on X: "Unless you're an A-list celeb, big media co, or plan to sell your audience a high $ product, it makes no sense for you to launch a podcast right now." / X
- Podcast Advertising Rates [2024] | Ad Results Media
- Audioboom sees revenue growth
- Why our system for valuing podcasts is broken - Current
In & Around Podcasting is a podcast industry podcast brought to you by Mark Asquith and Danny Brown.
If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!
If you're an independent creator who would like to co-host with us, please let us know via Twitter and we'll get you booked!
Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.
If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.
The podcast is also available at In & Around Podcasting.
Mentioned in this episode:
A Breath of Fresh Air with Sandy Kaye
Join Sandy Kaye on A Breath of Fresh Air, a podcast that brings you intimate fireside chats with music legends of the 60s, 70s, and 80s. Note from Mark: as a rock fan... I mean... you HAVE to check out this podcast!!
The Podcast Show, London, 2024
Get ready for over 150 hours of content from a lineup wall-to-wall with some of the most recognisable voices in audio and major players in the UK and International podcast industry. And of course, Mark and the Captivate team (plus, team Global!) will be there to give some merch away and to speak on pressing topics for creators, and the industry at large!
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
In a recent article published by Mia Lobel, ex Head of Content at Pushkin Industries, she decries the CPM model in podcasting, and that "The CPM model of advertising does not — and will not ever — work to sustain podcasting."
Join us as we dive deep into this topic with two podcasting pros.
Plus, Stupid Stuff in Podcasting and The Flattering Ram!
Co-hosts, ( ) and Gareth Davies(@garethsounds on X) .
Links to interesting things from this episode
- Kathy Doyle | LinkedIn
- Independent Podcast Awards 2024
- Quill Podcast Agency | High-Quality Corporate Podcast Production
- CoHost | Podcast Analytics and Audience Insights
- Podcast Production Services | Lower Street
- The world's most influential branded podcasts - Pacific Content
- Alex Lieberman on X: "Unless you're an A-list celeb, big media co, or plan to sell your audience a high $ product, it makes no sense for you to launch a podcast right now." / X
- Podcast Advertising Rates [2024] | Ad Results Media
- Audioboom sees revenue growth
- Why our system for valuing podcasts is broken - Current
In & Around Podcasting is a podcast industry podcast brought to you by Mark Asquith and Danny Brown.
If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!
If you're an independent creator who would like to co-host with us, please let us know via Twitter and we'll get you booked!
Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.
If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.
The podcast is also available at In & Around Podcasting.
Mentioned in this episode:
A Breath of Fresh Air with Sandy Kaye
Join Sandy Kaye on A Breath of Fresh Air, a podcast that brings you intimate fireside chats with music legends of the 60s, 70s, and 80s. Note from Mark: as a rock fan... I mean... you HAVE to check out this podcast!!
The Podcast Show, London, 2024
Get ready for over 150 hours of content from a lineup wall-to-wall with some of the most recognisable voices in audio and major players in the UK and International podcast industry. And of course, Mark and the Captivate team (plus, team Global!) will be there to give some merch away and to speak on pressing topics for creators, and the industry at large!
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Previous Episode
Does Podcasting Still Need the IAB? A Deep Dive with James Cridland
Spotify recently announced they've ceased their membership of the IAB (Interactive Advertising Bureau), which has long been seen as the standard for the podcast industry when it comes to analytics and measurement.
This announcement means Spotify for Podcasters (previously Anchor), Megaphone, and Chartable are no longer IAB Certified.
With the industry looking to standardize podcast measurement for both podcasters and sponsors/ad buyers, what now for the industry, with such a big player leaving the current standard?
About our co-host,
Links to interesting things from this episode
- IAB Podcast Analytic Certification & Compliance Explained
- IAB “Compliance” or “Certified” - the difference
- Spotify leaves the IAB; no longer certified
In & Around Podcasting is a podcast industry podcast brought to you by Mark Asquith and Danny Brown.
If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!
If you're an independent creator who would like to co-host with us, please let us know via Twitter and we'll get you booked!
Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.
If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.
The podcast is also available at In & Around Podcasting.
Mentioned in this episode:
A Breath of Fresh Air with Sandy Kaye
Join Sandy Kaye on A Breath of Fresh Air, a podcast that brings you intimate fireside chats with music legends of the 60s, 70s, and 80s. Note from Mark: as a rock fan... I mean... you HAVE to check out this podcast!!
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Next Episode
Does YouTube Actually Care About Podcasting?
We hear it on all the industry podcasts and publications/newsletters: YouTube is the preferred destination for podcast listeners/viewers (and let's not get into the whole "but it's not RSS" debate).
But for podcasters, it can be a different story:
- RSS feed ingestion release was left wanting in some key areas
- analytics are still not provided to podcast hosting companies
- to do it properly, you kinda do need proper video
But can 2024 be the year YouTube "gets it right"?
- they've advised they're updating the API to support better hosting company integration
- they've added some new podcast-specific features to YouTube Music app
- they advise they've heard podcaster frustrations and are committed to better support for audio-only creators
So, what do we think? Is 2024 the year Google gets podcasting "right" via YouTube? Join your regular hosts Mark and Danny as they ask the question: does YouTube actually care about podcasting?
Links to interesting things from this episode
- MrBeast reveals the staggering amount he spends on one video
- YouTube Is Not the Podcast Savior You’re Looking For
- Podcast features : r/YoutubeMusic
- Release Notes: Shaping the Future of Podcasts with YouTube - YouTube Blog
- Podcasters weigh the cost-benefit of producing video podcasts - Digiday
- Podcasting is in its YouTube era - The Verge
- Podcast Movement Evolutions 2024 Keynote: YouTube for Podcasters
In & Around Podcasting is a podcast industry podcast brought to you by Mark Asquith and Danny Brown.
If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!
If you're an independent creator who would like to co-host with us, please let us know via Twitter and we'll get you booked!
Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.
If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.
The podcast is also available at In & Around Podcasting.
Mentioned in this episode:
A Breath of Fresh Air with Sandy Kaye
Join Sandy Kaye on A Breath of Fresh Air, a podcast that brings you intimate fireside chats with music legends of the 60s, 70s, and 80s. Note from Mark: as a rock fan... I mean... you HAVE to check out this podcast!!
The Podcast Show, London, 2024
Get ready for over 150 hours of content from a lineup wall-to-wall with some of the most recognisable voices in audio and major players in the UK and International podcast industry. And of course, Mark and the Captivate team (plus, team Global!) will be there to give some merch away and to speak on pressing topics for creators, and the industry at large!
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
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