Norman Pattiz Podcast One Exec

Podcasts have grown in popularity with just about every comedian, expert and number of celebrities hosting their own show. In 2012 broadcast entrepreneur Norman saw a need for an untapped market, audio on demand.

Podcast One launched and quickly became one of the largest podcast networks in the world. With the success of shows such as Freakonomics, 99% Invisible, Radiolab and The Chive, Podcast One became home to over 200 shows. The network also produces podcasts from some of the biggest names in podcasting-Dr. Drew, Adam Carolla, Steve Austin and more. Learn more about Norman Pattiz:

Prior to launching Podcast One, Pattiz founded the Westwood One. This company quickly grew to be the largest provider in sports, news, talk and entertainment. It is no surprise that Podcast One would be a huge success. Pattiz has such a reputation in the industry that President Clinton appointed him to work on the Broadcasting Board of Governors of The United States of America.

One of the main reasons Norman Pattiz jumped into the podcast game is that he loves that content consumption is democratic. Podcasts give people the complete choice of what they will listen to and when. At any time one can download a podcast that was just released or released years ago. People have the ability to pick and choose what guests they listen to as well. It’s completely down to preference.

When listening to a podcast a variety of ads run before, during and after the show. These ads pay for the creation of the podcast, and sometimes for the hosts. Quite often these podcasts are produced and available for free.

Pattiz partnered with the Edison Research VP of Strategy, Tom Webster, to study the success of podcast advertising. Listeners would exposed to five different product and service categories and then quizzed on the ads that were within the podcast. Ultimately Pattiz and Webster found that ads are successful in getting their message across to listeners.

Not only were more people able to name products and services after listening, but they also had positive opinions about the advertisers and products. The goal was to verify independently that podcasts do have an impact on sales and branding.

Categories: Freakonomics