Podcasting presents opportunity, competition for news publishers - Business Insider

simply click here to claim your deal and get access to all exclusive Business Insider PRIME content.Traditional radio broadcasters are trying to capitalize on this trend, according to a report from the Reuters Institute for the Study of Journalism.News publishers have a big opportunity to use podcasting to grow audience and revenue, but they face heavy competition from podcast-only platforms.

Some publishers that are established in audio are earning significant revenue from their podcasts. Slate, for instance, is selling out of ads before their shows launch, and nowNPR expects to make more than $55 million from podcasting next year, which more than it makes from radio sponsorships, according to the Reuters Institute.

Broadcasters not only have to compete with podcast studios, but have to worry about their podcasts being found on platforms, Newman told Business Insider. Broadcasters can promote their podcasts on their own sites, but it's hard to convince listeners who are already using popular listening apps like Apple's to change their behavior, Newman said.

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