Summary Executive Summary Introduction Podcasting: A Brief History The So-Called Serial Effect Methodology Why Podcasting Matters The Growth of Mobile An Antidote to Advertising in the Internet Age? Where We Are Today Podcasting’s Barriers to Growth Metrics, Consumer Data, and Industry Standards Revenue Streams Advertising and Sponsorship Direct Support Foundation Support Membership, Subscription, or Premium Models Live Events and Other Streams Case Studies Rebranding and Regaining Control: Reveal Innovation in Advertising: Gimlet Deeper Than Listicles: BuzzFeed The Podcast Purveyor: Panoply Case Study Takeaways Operating Philosophies Universal—Reach Every One We Can Premium—Create Relationship/Engage With Audience Value Added—Diversify Content/Brand Key Unresolved Issues Reliance on Platforms Versus Promise of “Audience Control” The Ethics of Podcasting Advertising The Pros and Cons of Networks Disruption to Happen at Level of Content Conclusions The Podcasting Landscape Existing Business Models Measuring Success, Today and Tomorrow A Post-Script to A Guide to the Business of Podcasting Google Play to Include Podcasts “The Message” & Branded Content PRX Fundraises Again Other updates of note Appendix a. Glossary b. Timeline c. Recommended Resources Citations Citations