Borrowing a successful format popularized by radio broadcaster Paul Harvey in the 1950s, podcasters often deploy host-read ads. These ads in which hosts tacitly or explicitly endorse products or services comprised more than two-thirds of podcast campaigns. Last year followed by brand awareness ads 29 percent according to the IAB/PwC study. Direct response ads transacted on a cost per thousand CPM basis most accompanied by a promo code or web address. He majority of the buys. It’s little wonder then that direct-to-consumer disruptors so-called challenger brands seeking to establish relationships. With young consumers. Such as Casper Blue Apron Dollar Shave Club and Wary Parker have moved aggressively into podcasting advertising.
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Now there are signs that established brands want a piece. The podcast pie too so names like Gillette Mattress Firm Ford and IBM are showing up. Last December Big Blue advertised on five different podcasts and in April in conjunction. With its Let’s Put Smart to Work campaign IBM ads appeared on shows including Science Friday and Freakonomics Radio. Stuff Media which in September 2018 was purchased by iHeartMedia for $55 million has run ads on. Its popular HowStuffWorks podcasts from such major brands as Gillette Dell Lowe’s NBC and Pitney Bowes. More big brands are being drawn in not solely by the burgeoning audiences, but by the development of a more mature infrastructure surrounding the serving and measurement of podcasting ads. This year marks the 50th anniversary of the Whole Earth Catalog, the magazine and mega-best-selling compendium of books, tools, and ideas.
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It was a newsprint hippie quarterly in 1968, a National Book Award winner in 1972, a revived edition and magazine in the 1980s, and an ecologically oriented review in the 1990s, until it ceased publication in 2002. Along the way, it helped thousands of people learn how to do new things. It also gave them the courage to put their knowledge to use. Among the many writers and thinkers it featured often for the first time to a lay audience) were futurists Buckminster Fuller and Herman Kahn, authors Ken Kesey and Sallie Tisdale, Admiral Hyman G. Rickover on evading bureaucracy for the sake of doing a job environmental activists Amory Loving and Wendell Berry, philosopher Ivan Illich, poet Anne Herbert an editor there who coined the famous phrase “Practice random kindness and senseless acts of beauty”, Schwa Eckart on how people go to the bathroom in zero gravity.