Podcasting is Hot

  • NSBA’s Chief Legal Officer Francisco M. Negrón Jr., and Director of Lobbying and Federal Legislation Deborah Rigsby

    NSBA’s Chief Legal Officer Francisco M. Negrón Jr., and Director of Lobbying and Federal Legislation Deborah Rigsby

It would be hard to deny that podcasts are booming in popularity.  Many members of the staff here at Henninger have become regular listeners over the last few years. According to Entrepreneur.com, the amount of people who listen to podcasts has doubled over the past four years from 12 percent of the U.S. population in 2013 to 24 percent at the end of 2017.  Understandably, podcast-generated ad revenue has exploded as well, from $69 million in 2015 to a projected $220 million by the end of 2017. Meg Goldwaithe, the Chief Marketing Officer (CMO) of NPR, gave a compelling presentation at the Mid-Atlantic Marketing Summit. In one year, NPR saw the number of subscribers to their podcasts jump from 85 million to 99 million.  Clearly, podcasts are growing in popularity.

So, who is listening?  According to Edison Research, most listeners are between 18 and 54 years old and the audience skews slightly male. Generally, listeners are affluent and educated.  While 48% of the most popular podcasts can be classified as comedy, educational offerings are second at 40%. This can make podcasting a very attractive option for a wide variety of associations, companies and other organizations looking to disseminate valuable information and build an audience that will return again and again.

We recently collaborated with the National School Boards Association (NSBA) on their podcast, “Federal Insider.”  Produced by Connor Toomy, NSBA’s Manager of Multimedia Projects and hosted by NSBA’s Chief Legal Officer Francisco M. Negrón Jr., and Director of Lobbying and Federal Legislation Deborah Rigsby, the podcast dives into the current legal and legislative news affecting school boards around the country.

While many organizations opt to produce their own podcasts, our ability to provide a “drop in” option for clients is handy, particularly for those who don’t wish to invest in their own gear or don’t have the time or staff available to do their own editing.  For podcasts that provide timely information, being able to record quickly and know that a finished product will be ready for distribution very soon thereafter is invaluable. Our professional facility, amenities and comfortable record spaces also make a great impression on guests.

We’re excited about delving into the podcasting world.  Please reach out to your salesperson, account manager or email us if you are interested in our podcasting services.

Figures taken from Entrepreneur.com – https://www.entrepreneur.com/article/306174
Edison Research – http://www.edisonresearch.com/the-podcast-consumer-2017/