Happy New Year! One of our main missions here at Sounds Profitable is to lift up the industry through education, and I’ve been wanting to do more short webinars throughout the year. So, every 2-3 weeks, we will be doing a special report and webinar that we are calling the Sounds Profitable Educational Series. I thought about the Sounds Profitable Educational Webinar Series, but I never want to accidentally refer to it as SPEWS. I am sure you understand.
Next week will kick things off with a look at the Business Podcast audience, with our partners at American Public Media. I am not often surprised by data, but I found some spicy nuggets in this report about the business audience. They are likely affluent, and that is certainly true, but it’s also the audience that might have shifted the most towards podcasting for their particular interest in business news and information.
I’ll share more about that next Wednesday at 3 PM Eastern (you can register here). We will also have a special visit from one of the most prominent business podcast hosts in America, Kai Ryssdal from Marketplace! He knows firsthand the value of this audience, and I look forward to hearing what he has to say about them. But to whet your appetite, I thought I would share this little factoid, which I think says a lot about Business consumers:
Here is what I think is cool about this chart, which shows what other podcast genres business consumers listen to. These are very well-informed listeners, to be sure, and their consumption of news, sports, political talk, and even technology are all higher than the average podcast consumer.
What really struck me, though, was that this audience was almost twice as likely to listen to self-improvement and health and fitness podcasts as the average podcast consumer. This is an inquisitive audience—surely interested in the world but also highly interested in making themselves better humans.
From an ad sales perspective, this means that the types of messages this audience resonates with are more than just financial services-related! These consumers are looking to optimize more than just their wealth, but also their health (mental included) and their place in the sun. This makes advertising in business podcasts a wonderful vehicle for all kinds of products and services to an audience that has money to spend AND is already change-minded or at least open to improving their lives in any number of ways.
I love looking at sideways data like this, because it presents a more rounded picture of the audience and who they are when they are at home, which is a lot more than just an audience with an interest in business. Next Wednesday, we will roll out the whole report in a 30-minute free webinar, brought to you by our friends at American Public Media. I’ll walk you through exactly how the media habits of this audience have changed and how business podcasts are unlocking a whole new segment of the population for business news as a category and as an ad vehicle.
We have more reports in the hopper to roll out over the coming months, so be sure and sign up for our periodic webinars and subscribe to Sounds Profitable (if you aren’t already.) I’ll be back next week with all the business of business!
New Partners
Sounds Profitable exists thanks to the continued support of our amazing partners. Monthly consulting, free tickets to our quarterly events, partner-only webinars, and access to our 1,800+ person slack channel are all benefits of partnering Sounds Profitable.
- Audivita Studios is a podcast and audiobook production agency.
- Newhaus Ideas: an ideas company.
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