Podcasts- Officially the deep diving media

I believe a whole load of stuff that I have never seen proven. I have deeply held convictions on things like the right way to place a toilet roll (new sheet hanging at the front), whether right footed footballers should ever play on the left wing (obviously not – the defender always knows they’ll have to turn inside), and whether rocket is ever an appropriate salad item to put in a sandwich (It should be illegal without a clear warning on the packaging).

However, I also know this, and now it’s been proven:

Podcasts give a depth of engagement that no other medium can manage.

And not just proven by anyone, but by Reuters and Oxford University, who today published their Digital news Report.

In a YouGov survey of over 80,000 online news consumers in 40 markets:

50% say podcasts give deeper understanding of issues than other types of media

This confirms everything we intrinsically knew about podcasts, and places their value in sharp focus.

We make podcasts for brands – some that reach hundreds of thousand of people, and others that reach a few hundred – and whilst it’s nice to show off about those that make it big, that’s never the real prize. And it’s certainly not the reason to make a podcast. Depth of engagement is everything.


Related News

  • Dead Famous Podcasters and Colourful Graphs

    EDITORIAL

    Dead Famous Podcasters and Colourful Graphs

    Good morning from Weymouth! If you’ve been reading this nonsense for a long time, you may be familiar with my yearly pilgrimage to the jewel of the Jurassic coast. My daughters take part in a dance festival while I work in a caravan. It’s all very glamorous and exciting. This time things have been a…

  • The Power of Making Your Own Noise

    EDITORIAL

    The Power of Making Your Own Noise

    My name is. What? My name is. Who? My name is. Neil Cowling* Trump v Rogan v Harris The next couple of weeks sees the most important showdown between good and evil since Dangermouse versus Baron Silas Von Greenback – the US Presidential Election. Last week, both Kamala Harris and the other fella were choosing…

  • Podcast paywalls work, and it’s Christmas in Swindon

    EDITORIAL

    Podcast paywalls work, and it’s Christmas in Swindon

    Merry Christmas from Swindon. What? It’s the 11th of October. I know, but I live in Swindon, and this week they put the Christmas lights up. But they’ve only turned on one set, on one lamppost. So you can stand under that lamppost, opposite my office and wish everyone a Merry Christmas. Also, I accidentally…