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Inside Podcasting (Jan 31st, 2018)

Very few podcast listeners skip ads, according to the early data collected by podcast publishers from Apple’s Podcast Analytics service. Representatives from Midroll Media, Panoply and Headgum told WIRED that their listeners make it through 80 to 90 percent of an average episode, and even those who do skip ads tend to stay engaged throughout. It’s encouraging news for podcasters who feared that Apple’s new, more detailed analytics would hurt ad revenue by revealing massive disengagement on the part of listeners. - WIRED

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Podcasts make up 25 percent of revenue for Slate, and the online magazine is planning more moves to prioritize podcasting in its editorial strategy. Editor Julia Turner said Slate will double its podcasting staff to 10 this year, redesign its website to more prominently feature podcasts, and find ways to drive more ad revenue from premium shows. Its cornerstone podcast, “Slate’s Political Gabfest” earned $1 million in ad revenue last year. - DIGIDAY

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PRX announced a new partnership with two podcast networks that mainly produce children’s programming. The networks, Gen-Z Media and Night Vale Presents, will continue to produce existing and new shows independently but will receive marketing, ad sales and technology support from PRX. In exchange, PRX dips its toes into the burgeoning market for children’s podcasts, which are growing in popularity as parents seek alternatives to TV time for their children. - PRX

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Spotify’s global head of ad monetization said the music service wants to be a destination for podcast listeners. Brian Benedik told AdExchange that advertisers have expressed “a lot of interest” in advertising on Spotify’s growing catalog of curated and original shows. Earlier this month, Spotify announced it would launch a visual podcast format called Spotlight, with images and video to accompany audio podcasts from partners like Buzzfeed News and Crooked Media. - ADEXCHANGER

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“Dirty John” is being adapted into two different television series for NBCUniversal networks. Bravo is developing a two-season scripted anthology series, the first season of which will feature the story of “Dirty” John Meehan, a con man who manipulated and terrorized a California family. Meanwhile, Oxygen will produce an unscripted true crime series about Meehan’s life and crimes. Produced by LA Times reporter Christopher Goffard, “Dirty John” was one of 2017’s breakout hits, premiering at No. 1 on Apple Podcasts. - THR

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