BUSINESS MAVERICK: Listen up: There is profit in podcasting

– were launched. Also, Google allowed iOS and desktop users to take advantage of its listening interface. The Podcast app for Android was launched late in 2018.The South African chapter includes the better-known Iono.fm, with a quick Google search adding Lutcha and Podcast Studio to the list.

It allowed advertising campaigns to be inserted to the content, something traditional websites and other digital platforms did not support at the time. At the Radio Days Africa conference presented by the Wits Radio Academy on Thursday 4 July, radio futurologist James Cridland said that although radio stations dominate the space, they are not taking full advantage of its benefits.There are radio studios to hire out; content-makers to nurture; commissions to earn on ads and sponsors to entertain,” he says.

Aside from raw listener numbers, the richer data and analytics provided by podcast platforms go beyond the figures, and this appeals to advertising agencies.

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