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Whooshkaa shows Aussie brands HowStuffWorks

PRESS RELEASE — July 31, 2018

Here’s some Stuff You Should Know: America’s record-breakingHowStuffWorks podcast network has teamed up with Whooshkaa to open an advertising audience of millions in Australia and the Pacific.

The partnership announcement comes as the network’s flagship show,Stuff You Should Know, became the first podcast to surpass 500 milliondownloads according to Apple Podcasts.

Globally, the network boasts more than 50 million downloads a month, afigure which grew 40% in the last year. At least two million of thosemonthly downloads are in Australia and New Zealand, creating sixmillion ad impressions.

The alliance agreed by HowStuffWorks President and CEO Conal Byrne and Whooshkaa Founder and CEO Rob Loewenthal is rooted in HowStuffWorks’ ability to geotarget relevant host-read advertising, which will see more Australian brands take advantage of rising audience numbers, loyalty and targeted direct-to-ear consumption.

“HowStuffWorks presents more than 100 hours of new content each month, new releases every month and an evergreen back catalogue of almost 10,000 episodes,” Mr. Byrne said. “Our shows present deep-diveinformation in an entertaining format that has struck a chord withAustralian audiences. All are shot through with our core values of thepursuit of knowledge and authenticity.”

“The podcast medium presents an incredibly intimate form ofadvertising. We’re excited to partner with Whooshkaa as the Australianpodcasting landscape shows every indication of following the USindustry’s growth.”

Whooshkaa’s Rob Loewenthal said the HowStuffWorks network openedglobally successful shows such as Stuff You Should Know, Stuff YouMissed in History Class and The Daily Zeitgeist to Australian markets.

“These shows are actively sought out and listened to by engagedaudiences in Australia and New Zealand, driving two million downloadsa month,” Mr. Loewenthal said. “Those numbers are rising every day andWhooshkaa is proud to partner with this iconic, leading network in theramp-up phase of a fast-growing industry.

“The take-up of podcasting is growing exponentially. We’re seeing thison the Whooshkaa platform with unprecedented listener numbers beingachieved by The Australian’s true crime investigation The Teacher’sPet, which has surpassed four million downloads.”

Whooshkaa is currently in the market with a rare opportunity for onebrand to sponsor the Stuff You Should Know podcast and its upcomingAustralian and New Zealand tour.

Almost a quarter of all Australians aged 12-54 listen to podcastsmonthly, according to recent polling by Edison Research and TritonDigital. Weekly podcast listeners hear an average of five shows aweek. US research shows podcast audiences are loyal, affluent and morelikely to have tertiary degrees and higher than average incomes.

HowStuffWorks is the leading for-profit publisher of entertaining andinformative podcast content. With more than 30 brands, including StuffYou Should Know, Stuff You Missed in History Class, Atlanta Monsterand Stuff Mom Never Told You, the HowStuffWorks team reaches a highly engaged fan base across multiple platforms and distribution partners and has amassed a library of almost 10,000 podcast episodes driving more than 1 billion downloads to date. With this expansive and awardwinning collection of audio podcasts, HowStuffWorks is ranked #2 in global downloads and streams. The company, founded in 1998, isheadquartered in Atlanta and also operates studios and teams in LosAngeles and New York.

Whooshkaa is an industry leader in digital audio technology andgroundbreaking, original, branded content, hosting small-scalepodcasters to large networks. It delivers best-in-class technology forpodcasters and radio networks, breaking new ground with contentcreation, delivery, dynamic ad insertion and text-to-voice technology.

This is a press release which we link to from our daily newsletter about podcasting and on-demand. This is reprinted verbatim; we may rewrite headlines and descriptions. Press releases can be sent to


Stuff You Should Know
By iHeartRadio & HowStuffWorks


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