Defining Podcasting for the Future
Edison Research and audio advertising agency Oxford Road are releasing a white paper titled, “What is a Podcast?: Preserving its Essence, Structuring for Expansion.” The authors says this report “reveals critical insights into how evolving listener habits, industry fragmentation, and ambiguity in podcast definitions are affecting podcasting’s future growth and commercial viability.” They say that data from a nationally
representative survey of over 4,000 people “identifies a significant identity crisis driven by the convergence of audio-only content and video formats popularized by platforms like YouTube and Spotify.” It shows: 1) 72% of Americans 12+ consider recordings of people discussing any topic on YouTube that are also available as audio-only shows elsewhere to be a podcast; 2) Advertisers face significant barriers to investment due to inconsistent standards, fragmented reporting, and unclear attribution; and 3) A clear, shared definition and interoperable measurement are urgently needed to realize podcasting’s full economic potential. Regarding defining podcasts, they propose new working definitions as follows: Podcast (noun): “An on-demand audio-driven program featuring episodic content across wide-ranging themes and formats. Traditionally delivered via open RSS and conversational in nature, it can include platform-based distribution and is commonly supplemented by video.” And Video Podcast (noun): “An episodic, on-demand program centered on spoken-word content, where synchronized visuals meaningfully shape the experience.” You can download the white paper here.
revenue operations. In this expanded leadership role, she will continue to oversee all digital operations while spearheading strategic initiatives to strengthen partnerships and drive revenue growth. AdLarge CEO Cathy Csukas says, “Ilwira has been an integral part of AdLarge’s growth and success. Her strategic vision, deep industry expertise, and relentless commitment to innovation have propelled our digital revenue and operations forward. As we expand, her continued leadership will be invaluable in shaping the future of our digital business.”
says, “I am going to hang up the microphone… not completely… this show will come to a screeching halt on May 30. After that going to dabble in world of podcasting… I feel fine, feel healthy, and want to go out on top. I’ve been doing radio for 45 years… how grateful I am for each and every one of you. It’s time to move down the road and take the microphone from radio to podcast.” Sullivan – a successful financial services advisor – began his radio career in 1980 on KFBK, Sacramento doing daily business news reports. He expanded to hosting a general topic talk show first as a fill-host before getting his own program. He would often fill in for Rush Limbaugh on his syndication show and Sullivan later became one of the original hosts on FOX Business Network. 
naming Thom Brennaman the station’s new morning drive host. Late last week, Mike McConnell told his listeners that he was retiring from the station and that Monday (4/7) would be his last day. Brennaman worked for WLW calling Cincinnati Reds games but stepped down after being caught on a hot mic uttering a homophobic slur during an MLB game on August 19, 2020. Brennaman has been working for the CW calling football games. 
Mariners catcher that will air Thursdays at 5:00 pm throughout the 2025 season. On the program, Raleigh sits down with Mariners insider Shannon Drayer for “engaging and in-depth conversations on “Wyman & Bob.” “Seattle Sports” program director Kyle Brown says, “We’re thrilled to provide our fans with more access to Mariners players and the stories behind the scenes. Cal’s insights into his leadership, his role on the team, and the Mariners’ season will offer fans an even closer connection to the team in 2025.”
comes after Woodward closed on the $4.3 million acquisition of four stations in the market from Neuhoff Media last fall. From that deal, the company spun WCVS-FM to Educational Media Foundation. Woodward’s Springfield market manager Kevin O’Dea says, “All of us at Woodward Community Media look forward to the addition of the Mid-West Family stations to our lineup here in Springfield. These four stations along with our current lineup including Channell450.com and our Digital Services will allow us to enhance our local commitment to our listeners, advertising partners and the Springfield and Central Illinois Community.
from using his radio and TV skills to raise awareness of issues that are important to him. In a piece by KPRC-TV, Houston, Patrick’s efforts to draw attention to courier service lottery sales and legal marijuana in Texas via “amateur investigative-style videos” are highlighted. Patrick tells the station that his efforts are just for the sake of theatrics. “It’s not theatrics to say, ‘look at me.’ It’s theatrics to tell a story, so that people can connect with what we’re doing here and why we’re doing it.” He adds that most people are busy and don’t pay attention to the day-to-day goings-on at the state capitol. “Our job is to break through that.” 
$171 billion local advertising marketplace. The study reveals that “key categories are driving investments in radio advertising: investment & retirement, quick service restaurants, supermarkets, commercial banking and hospitals. BIA VP of insights and analysis Celine Matthiessen adds, “Notably, hospitals are projected to be one of the top spenders in local radio advertising in 2025, according to our advertising forecast. As they allocate parts of their media budgets to Radio Over-the-Air (OTA), 
Radio Digital and other platforms like Connected TV (CTV), it’s evident that local radio continues to be a trusted and culturally relevant medium, especially in rural and remote communities.” RAB president and CEO Mike Hulvey comments, “Our continued partnership with BIA allows RAB membership insights into opportunity across local advertising categories. Broadcast radio and its digital assets can deliver the services that local businesses want and need to increase their sales revenue. Local businesses across sectors are dependent upon marketing professionals to help guide their growth. Understanding challenges of advertising categories and potential opportunities that exist is the value that this information brings to RAB members and to their prospective advertisers.” RAB and BIA will host, “Radio Ad Forecast 2025: BIA’s Latest Projections,” at 1:00 pm ET on April 16, for RAB members. 
iHeartMedia says the Asia Pacific podcast market was valued at US $373.57 million in 2024 and is projected to grow at a compound annual growth rate of 30.2% to $3.1 billion value from 2024 to 2031. iHeart Digital Audio Group CEO Conal Byrne comments, “We’ve seen the strong growth of the Asian markets – both on a domestic level and with influence across global markets and we are excited to partner with Mammoth Media Asia to launch the first-ever slate of iHeartPodcasts developed in Asia.”
Carr of “illegally targeting broadcast networks and media companies perceived to be unfavorably covering the Trump Administration – wasting critical agency resources on bogus investigations in the process.” The lawmakers are also questioning Carr’s “commitment to his agency’s independence, given his frequent trips with the president to Mar-a-Lago and his targeting of entities that the president has criticized or sued in his personal capacity.” Committee Ranking Members says that “under Carr’s leadership, the FCC has harassed CBS for routine editing practices, reinstated lawfully denied complaints against ABC and NBC, launched a bogus investigation into KCBS-AM in San Jose simply for reporting publicly available information, and directed the FCC’s Enforcement Bureau to launch investigations into NPR and PBS based on false allegations.” The Committee is requesting documents and communications “related to its investigations of media entities,” “all communications between Carr and current White House officials and between Carr and other Trump Administration officials that relate to investigations,” as well as Carr’s travel records. 
Exchange under the ticker symbol NMAX. CNBC reports that the rise brought the company’s market capitalization to “nearly $30 billion – surpassing the market cap of legacy media companies like Warner Bros. Discovery and Fox Corp.” Newsmax CEO Christopher Ruddy told CNBC, “Americans for a long time have been voting with their remote controls, downloads, apps to say they want Newsmax. Now investors powerfully are buying Newsmax shares because they like us, they value us and they want us to keep growing.” 
most listeners, based on a nationally representative survey that includes all publishers and podcasts. Triton Digital’s Demos+ audience profiles will also be added to the ranker, which lists the podcasts that most efficiently reach advertisers’ desired audiences, such as various demographic, socio-economic, lifestyle, and purchase intent segments. Triton SVP of measurement & analytics Daryl Battaglia says, “The combination of census-level download measurement blended with survey measurement provides the most comprehensive understanding of podcast audiences and their consumption habits. By adopting new methods to measure audiences and augmenting our current tools, we are enriching the podcast information available to advertisers so they can feel confident in reaching their target audiences.”
2019. iHeartMedia CEO and chairman Bob Pittman says, “When we began this journey together back in 2019, Brad was only able to promise us one term as a director due to his enormous commitments to Altimeter and its portfolio companies, and we’re grateful he gave us five terms. We appreciate all the contributions he made during that time, especially his experience and view of technology and the future – which helped us determine how to make the technology transitions we needed to maximize our revenue opportunities in an increasingly data-focused and technology-led marketplace. He’s had a significant impact on iHeart’s success and our vision for the company’s direction.” The company announces that its board of directors is nominating Robert Millard to stand for election at the its 2025 Annual Meeting of Stockholders on May 13. Millard is a director of Evercore, an international investment bank, and co-founder and former Chairman of the Board of L3 Technologies, a major defense technology company.
Counting.” KBLA personalities Tavis Smiley, Dominique DiPrima, and Nii-Quartelai Quartey will speak with a panel featuring survivors, community leaders, activists, experts, and more to “reflect on the 100 days since the fire erupted and address hard and heart questions about where the community goes from here.” KBLA says this is part of its continuing coverage of the fire, the aftermath, and its long-term impact on the Black community in Altadena. The station also broadcasts a one-hour, weekly live program called “Conversation Live: Altadena Rising,” hosted by James Farr. 
recovery efforts. The piece singles out WWNC personalities Mark Starling and Tank Spencer for “amplifying the messages of groups such as Valley Strong Disaster Relief” and more to keep the recovery information flowing. Spencer is quoted saying, “You don’t really notice until times of disaster what your community is really made of. They’re gonna make sure that everybody in that community, that nobody wants for anything.” Spencer adds that in the immediate aftermath of the storm, their work was crucial. “The access to the information saved lives. The only thing that was left standing was AM and FM radio, and I think there’s been a rediscovery of that.” 
fundamental ownership restrictions have remained largely unchanged since the 1990s, imposing undue constraints on broadcasters’ ability to innovate and invest in local content. These regulations are a relic of an era when broadcasters were the only electronic media. Today, any one of the largest Big Tech platforms dwarfs the entire broadcast industry – yet they are held to no similar limitations on their reach. This imbalance places broadcasters at a severe disadvantage in competing for advertising dollars and audience engagement… We urge the FCC to act swiftly in eliminating antiquated ownership restrictions and to embrace a broadcast regulatory framework that reflects the realities of today’s dynamic media ecosystem.” 
many of the shows within the Gamut Podcast Network have already been established across Hubbard’s markets, but this marks a transformation: from podcasts as supplemental to radio, to podcasts as a focused, scalable business in their own right. Hubbard CEO Ginny Hubbard states, “The launch of Gamut is more than a rebrand; it’s a pivotal evolution for our company. By establishing Gamut as a core component of our business, we are embracing the future of media and ensuring Hubbard’s relevance for the next century.” John Goforth joined Hubbard in August and is serving as vice president and general manager of Gamut Podcast Network. He says, “Gamut is designed to reflect both where the industry is and where it’s going. Yes, we’re building a national powerhouse – but we’re just as focused on lifting up unique voices and staying true to the communities we serve. It’s about reach and relevance. That balance is what makes Hubbard special, and it will make Gamut special too.”
hosts to connect to each Gagl session. Gagl + Hotline is a premium tier for US-based clients that enhances the audio quality from mobile phone callers. A 10-digit phone number is provided to Hotline subscribers which allows one contributor in the Gagl session to connect by dialing a number instead of clicking a web link. Gagl Solo is available for individuals to connect to the studio at no cost. Comrex is also unveiling its new FieldLink – a hardware-based IP audio codec that serves as a “press box” codec designed to replace expensive wireless mic/IFB solutions and move audio from sideline reporters efficiently to the pressbox. For more information on FieldLink or other Comrex products visit 
president Shosh Abromovich says, “I am excited to announce that Jen will be leading the Nebraska-Iowa Area! Jen’s strong work ethic, organizational skills, positive attitude, culture-first mentality and competitive drive make her the perfect fit to elevate this Area to new heights. Her passion for our radio brands and profound understanding of the connection with our audience across all platforms will foster growth within our community, advertising partners and team.”
ABX AM/FM radio creative study for RAB proves legendary marketing professor Mark Ritson was right; 2) Wear-out of AM/FM radio ads is virtually non-existent: Only two of 25,000 ads showed a decline in some creative effectiveness metrics. Two major creative effectiveness measures, branding and messaging, showed no wear-out; 3) The two ads showing differences were at the top end of cumulative spending and time in market: Two years in market and $8M+ of spend is where creativeness effectiveness might start to wane; 4) Repeat testing of 10 of the 12 longest running AM/FM radio ads reveals no statistically significant erosion; and 5) The giants of marketing effectiveness and creative testing conclude wear-out is non-existent: Take it from Les Binet/Sarah Carter, ABX, Kantar, System1, and Analytic Partners. 
transitioning to a conservative talk host in the early 2000s. Quinn started his radio career at KQV, Pittsburgh in the 1960s. Quinn partnered with Don Jefferson for the popular “Quinn and Banana” show on WKTQ in Pittsburgh from 1983 to 1992. The TribLIVE story notes that Quinn took a position at WRRK, Braddock, PA where he honed his conservative talk chops. He partnered with Rose Tennent and had a successful run with “The Warroom with Quinn and Rose” on iHeartMedia’s WPGB-FM, Pittsburgh as well as on satellite radio. 
been instrumental in the growth and success of our podcast portfolio, and we’re honored to elevate her into this expanded leadership role. Her creativity and strategic vision will drive our continued investment in digital audio and podcasting, advancing our content strategy, deepening our partnerships and delivering a premium experience for listeners and innovative solutions for advertisers.” Reis-Dennis joined Audacy in 2022, most recently serving as vice president of podcast content strategy and business development.
the end of this week. McConnell has been in the radio business for 50 years including the last 10 as morning host at WLW. McConnell joked to listeners giving his reason for retiring, “Why? Because I’m old! I’ll miss a lot of aspects of it, but I look forward to it at the same time. I’ll have no regrets because I’ve done this for a long time.” McConnell took over the WLW morning show from longtime host Jim Scott in 2015. 
in Cape Town — in which the broadcasters shared ideas about better serving their communities, the broadcasters came together to record an original song co-written and produced by broadcast engineer Dr. Andy Gladding EdD (WRHU-FM and Salem Media Group New York). The song is performed by DJs from “Bush Radio” and WKZE, Red Hook, New York.