Libsyn buys podcast ad company

April 2, 2021 · 3 minutes to read

• Podcast host Libsyn are to acquire AdvertiseCast, a podcast advertising company, for $30m. Last year, AdvertiseCast brought in $12m in revenue, and grew 45%. “We expect to generate meaningful revenue by offering the AdvertiseCast solution to Libsyn’s customers,” said Libsyn President Laurie Sims. Libsyn acquired podcast creation platform Auxbus in February.

  • There’s more to come: Libsyn has also raised $25m in funding to pay for the AdvertiseCast acquisition, and to “provide Libsyn with additional capital for other strategic acquisitions”.

• Audioburst has launched what they call “the world’s first podcast feed for mobile apps”. Perfect365, a beauty app, is to incorporate Audioburst’s beauty playlist into its app; C25K, a running app, will add podcasts too.

• “Godcasts” are no longer the biggest category in Apple Podcasts. Pacific Content’s Dan Misener has produced a detailed look at Apple Podcasts categories, discovering that Education, Society & Culture, and Arts are now the top three, with Religion & Spirituality the fourth biggest. The religion category still produces the most episodes, though.

• Steven Goldstein shares some numbers that have made him stop and think.

• The IAB announced their schedule for the 2021 Podcast Upfront, taking place May 11-13. The event is there for brands and agencies: 30 companies will speak; Libsyn is speaking for the first time. Buy-side attendees can request an invite here.

• Joe Rogan is getting a new studio.

• Antonia Cereijido has joined LAist and KPCC as Executive Producer, Podcasts.

• Audrey Davidson has joined PRX as Senior Director of Revenue Partnerships.

• Nick Viall, an entertainment TV personality, has signed with Kast Media.

• US television producer Trailblazer Studios has moved into podcasting, with its first production, American Sport, launching later this month.

• Your weekly podcast getting a little too much? 'Stone Cold’ Steve Austin feels the same way, saying that his weekly podcast “started getting in the way and became overbearing, so I just opted out”.

• Moving your podcast away from Libsyn? Be aware that they do not automatically set a 301 redirect for your Amazon Music feed. “This is a known bug that we are working to resolve moving forward,” they say: you need to ask Libsyn to configure that manually.

Tips and tricks

• How this company generated over 68% of its revenue from podcasting - Jake Jorgovan writes for Podnews about his experiences using podcasting for business.

• Why choosing a podcast niche is important - Kristi Jacobsen writes about earning trust and authenticity

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