Podcasts – An Untapped Medium

By Nick Singer, account coordinator

I wrote a blog about a year ago about how podcasts had made my daily commute so much more enjoyable, and I think it’s time for an update. I am sure many of you, like me, listen to podcasts on your way to work, whether it’s to clear your head or get perspective on what is happening around the world.

As podcasts have matured and become even more rife with content, I do my best to keep up with it all. Podcasts are a relevant and underused medium when it comes to PR, so I do my best to see what is going on and what opportunities lie ahead.

Something else to consider when it comes to podcasts is the great potential they have from an advertising standpoint. I can remember each of the main sponsors of my favorite podcasts – Blue Apron, Me Undies, Zip Recruiter, Casper and Squarespace. These ads are way more effective (on yours truly) compared to TV ads and seem less invasive when read by the host. I think that if you want to target a young, engaged audience, podcasts are well worth the consideration.

Here are the podcasts currently at the top of my playlist:

Fresh Air with Terry Gross on WHYY Philadelphia – the Michael Jordan of interviewers, Terry Gross, gives revelatory interviews with writers, experts and visionaries from around the world

Pod Save America – this is a political podcast for people not yet ready to give up or go insane (ex-Obama speechwriters)

The Daily with Michael Barbaro  – a 20-minute podcast from the New York Times that summarizes the biggest events of the day, with spliced audio for quotes instead of the usual “he said, she said”

The Axe Files – David Axelrod, the founder and director of the University of Chicago Institute of Politics, interviews key figures from the political world

Bonus – two podcasts I’ve had recommended to me and will be adding to my playlist soon:

S – Town – the latest project from the team behind Serial and This American Life takes an incredibly invasive deep dive into one man’s life

Stuff You Should Know – a podcast that educates the public about common things and how they work

I’d love to know what your favorite podcasts are, and if you’ve worked with any clients to advertise on them. Leave a comment below or tweet me @nicksinger91.

6 thoughts on “Podcasts – An Untapped Medium

  1. It’s good to know there are so many quality podcasts out there – they are back in style! I remember when they first came out it was all the rage and then they seemed to fall out of favor.

  2. Nick, I love your “re-fresh” about podcasts. As PR pros, it’s good to remember that many different outlets speak to many different audiences and sometimes we need to remember some of the untapped media. I’m putting your “top 5” on my podcast list. Thanks. Cheers, David

  3. I’m a big fan of podcasts, especially on long car rides. “Modern Love” by The New York Times is also a favorite of mine. I love when they have celebs read them, too.

  4. The podcast I listen to every week is the Guardian Football Weekly, it’s an informative and funny look back at the weekend’s action. Another favorite of mine is Reveal, an investigative journalism podcast that takes an in-depth look at some of the most important issues around.

  5. Thanks for this concise list, Nick! I do agree that this medium plays a very important role in our society. The only reason why I wish I had a longer commute to/from work is so I had more time to listen to podcasts. 🙂

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