Yes, I've been too busy to blog lately, but it's for a very good reason. We put out a press release today. Now normally, I don't get all that worked up about a press release. But this one is different, because it's personal. And yes, I'm pretty excited about it.
Today, my company announced that we are partnering with Triton Digital on a new audience measurement system for podcasts. I'm a bit giddy about this, though my press-release-y quote might lead you to believe I'm a little more restrained. You see, I love the audio space, and more specifically, I love podcasting as a medium.
I've been involved with audio for nearly all of my adult life. When I was 15, I was actually on the radio (WQDY-AM/FM, in Calais, Maine--a station that was at the time owned by Buffalo Bob Smith, of Howdy Doody fame. And yes, I once embarrassed myself in front of him). That was the last time I was on the air, but since then, I've devoted a good chunk of my market research career to media research--and, specifically, audio research.
I've had the distinct pleasure of working with some of the biggest audio brands in the world over the past two decades, conducting audience research on a wide range of audio programs from Howard Stern to All Things Considered, from New York to Tokyo. If you live near a major market, chances are I've worked with an audio brand you've heard of. And at Edison, we now have the distinct privilege to work with some of the biggest digital audio brands in the world, including Pandora, NPR, ESPN, SiriusXM, and PodcastOne. We love this stuff.
But we (and I), have a particular love for podcasting. We started covering the medium back in our Infinite Dial study in 2006, and have been the only entity to track it from a national research perspective continuously over the past 10 years. We started presenting this data way back at the first Podcast Expo in Ontario California, and we've reliably been providing podcasters with currency metrics about the medium every year since. In fact, I'm giving a special Super-session at this year's New Media Expo on 10 years of podcasting, and where the medium goes from there. And we will be announcing some new podcasting stats on Wednesday, when we debut our Infinite Dial 2015 study (you are registered, right?)
Indeed, it's where podcasting goes from here that most excites me. Podcasting has the potential to be an enormously powerful advertising medium, which in turn means that my friends who are podcasters get paid more. I want that for them. The problem is that the medium has lacked a robust audience measurement system that speaks the language of agencies and advertisers. Yes, there are various digital podcast measurement options, but the key word in my previous sentence is audience. And that is our goal.
In Triton, we have the perfect partner. Their Webcast Metrics product is the widely accepted source of metrics for streaming media, and their methodology has been accredited by the Media Ratings Council--the gold standard for media measurement, and not an easy accreditation to obtain. We will certainly hold our podcasting measurement efforts to that standard. Here are a few more details about our partnership.
I can envision a day when a media buyer just pushes a button, and podcasts all over the world run programmatic buys from major brands as a normal part of their media mix, and we can't wait to do our part with Triton to help make that day a reality.
Howdy Doody would be proud.