Posted by Angela Ufheil
After the “Serial” podcast took the world by storm, it is safe to say that podcasts are finding new popularity. Advertisers are even showing interest in getting into the podcast game (to discover why, check out this Advertising Age article). But along with annoying commercials, listeners may also be exposed to interruptions that are far more important – the news.
PodcastOne creator Norm Pattiz is teaming up with the Associated Press to insert the latest newscasts into the more than 200 podcasts he archives on his website. But how could this possibly work, when podcasts are downloaded to be listened to later?
The answer is through dynamic ad insertion. “With dynamic insertion, you can insert the ad regardless of when a podcast is downloaded. So I thought, ‘why couldn’t we do the same thing to provide the most up-to- date newscast for consumers?’” Pattiz said in a recent article in Digital Content Next, which can be read here.
I think this is an incredibly cool idea, and a great opportunity to get people more in touch with journalistic work. But I have a few reservations, too. Advertisements are usually viewed as a pesky interruption to an exciting television show or riveting podcast. Is this how the news will be viewed as well?
Also, while I understand that attention spans are shrinking, is it really wise to stuff the news into a short, 60 second blurb at the end of a podcast? Will this decrease the quality of the news, simply because there may not be enough time to go more in depth with certain stories? A lack of thorough reporting could leave the public misinformed or confused – but maybe alerting people to breaking headlines will force them to seek information in other media as well. Definitely worth a shot.