Nieman Foundation at Harvard
HOME
          
LATEST STORY
Newsonomics: Bryan Goldberg wants to build Bustle into the “Meredith of the digital age”
ABOUT                    SUBSCRIBE
May 23, 2016, 12:08 p.m.
Business Models
LINK: www.wsj.com  ➚   |   Posted by: Shan Wang   |   May 23, 2016

Swedish podcasting company is launching an ad-free, paid option on Monday, allowing show creators on the platform to sell content to listeners without any advertising. The new Acast+ makes it possible for a podcaster to sell exclusive bonus content or a brand new series of shows, without relying on advertising revenue.

Acast also hopes “to lure social media stars and celebrities to create new programs to sell directly to their fans,” according to The Wall Street Journal.

“This is the final step of podcasting, in my mind. You can monetize through ads and you can monetize through payment,” Måns Ulvestam, Acast co-founder and CEO, told the Journal on Monday. More on the new premium service:

Through Acast+, creators can charge for a monthly “show pass” that gives listeners access to additional content for a recommended $2.99 to $6.99 a month. Listeners can also make one-off purchases, which could be in the same price range depending on the content, Acast said. To be sure, podcast producers can choose to let their primary episodes remain free and ad-supported on Acast.

Monetization opportunities for podcasts have moved well beyond the insertion of the typical Squarespace/MailChimp/Stamps.com ads so familiar to listeners. Last summer Midroll relaunched its podcast discovery and listening app Howl, with a subscription model called Howl Premium that allows paying users ad-free access to the company’s podcast archives and original Howl content. Gimlet runs a paid membership program (though its slate of shows are free to listen to with ads). Some entire podcasts themselves are ads, in the form of sponsored content.

Acast is the official distributor of many podcasts, from shows by established outlets like the Financial Times and BuzzFeed to ones from independent producers. It has a partnership with audio advertising marketplace Triton Digital to bring programmatic ads to its podcasts.

Show tags Show comments / Leave a comment
 
Join the 50,000 who get the freshest future-of-journalism news in our daily email.
Newsonomics: Bryan Goldberg wants to build Bustle into the “Meredith of the digital age”
“I think the hard part for something like Esquire or Harper’s Bazaar in digital — even to some extent Vogue — is that you get into the scale game. Digital demands greater scale. I just don’t know how many men are trying to figure out if corduroy is back in fashion.”
Newsonomics: The newspaper industry is thirsty for liquidity as it tries to merge its way out of trouble
Newspaper company CEOs will be the first to tell you a new round of consolidation won’t solve their problems. But it might give them another year or two of breathing room.
With corgis, chickens, and kitchen reveals, the NYT Cooking Community Facebook group is a “happy corner of the internet”
“It’s useful to us to see what people keep on their counters. Do they have their pots and pans hanging or tucked away? It’s a neat window into their lives.”