A Podcast with Paul Verna, eMarketer, author of the New Podcast Audience Growth Report
"It may be a niche, but what a niche!"- Paul Verna
Paul Verna
eMarketer estimates that there was a 285% increase in size of the US podcast audience in 2007, a growth to 18.5 million. Furthermore, that audience will increase to 65 million in 2012. Of those listeners, 25 million will be "active" users who tune in at least once a week. Based in New York City, eMarketer conducts market research and trend analysis on Internet, e-business, online marketing, media and emerging technologies. Joining us for a special online savvy edition of TPR is the author of the eMarketer podcast report, Paul Verna.
Paul covers digital media and entertainment, including music, digital movies, online video, video games, user-generated content and podcast advertising.
Questions Peter Clayton Asked Paul Verna:
Where does you data come from? How do you know there was a 285% increase in the podcast audience last year?
Who’s listening? What can you tell us about audience demographics?
Age – income – education – profession – geographic (do more people in NYC listen than people in say, Nebraska?
What are they listening to?
You project that the podcast audience will increase to 65 million in 2012. How did you come up with that statistic?
How do people listen to podcasts? On their computer? Downloading it onto their iPods?
What are the key factors driving the popularity of podcasting?
How does the audience find podcasts?
Who is advertising on podcasts?
What programs are they advertising on? (i.e. podcasts derived from mainstream media or podcasts produced specifically for this medium, like this one? )
Did your report find potential for B to B advertisers in the podcast space?
What didn’t I ask that you would like to share with our audience?
About Paul Verna
Paul has held leadership positions as a journalist, author and communications professional in the entertainment industry. Paul came to eMarketer from The Orchard, a digital content licensing and distribution company, where he was director of corporate communications. Earlier, he served as editorial programs manager at Avid Technology.
Previously, Paul was New York editor of Mix magazine, spearheading coverage of the New York recording and post-production industries. He began his career at Billboard magazine, where he served as reviews editor, pro audio/technology editor and senior writer. While at the magazine, Paul co-authored The Encyclopedia of Record Producers, an authoritative reference on more than 500 studio producers.
Paul has moderated panels for the Recording Academy, the Audio Engineering Society and CMJ, and been quoted in print and on TV as a music industry expert. He is a voting member of the Grammy Awards and serves on the Advisory Council of the Recording Academy's Producers & Engineers Wing.
The US podcasting industry continues to mature. The listening audience is increasing in size, and along that comes growth in advertising spending tied to podcasts.
About the Podcast Advertising Report
Key questions the "Podcast Advertising" report answers:
How fast will the US podcast audience grow over the next five years?
Will this growth be sufficient to attract new ad spending?
What are the key factors driving the popularity of podcasting?
Is there significant potential for business-to-business marketers?
And many others…
eMarketer Reports—On Target and Up to Date
The Podcast Advertising report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
About eMarketer
eMarketer is "The First Place to Look" for market research and trend analysis on Internet, e-business, online marketing, media and emerging technologies. eMarketer aggregates and analyzes information from over 2,800 sources, and brings it together in analyst reports, daily research articles and the most comprehensive database of e-business and online marketing statistics in the world.
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