Podcasts reach younger audiences

• Westwood One posts 8 New Findings About The Podcast Audience From Cumulus Media’s 2024 Audioscape. The median age of a podcast listener is a youthful 34; lower than radio and also television. Pierre Bouvard, who worked on the analysis, says: “TV is what’s playing in God’s waiting room.” Ouch!

• Spotify is to stop its “Car Thing” from working at the end of the year. The device, which offered easy access to music and podcasts in the car, went on general sale for $90 in Feb 2022. Users are predictably not happy that the device will stop working less than three years after purchase; Spotify won’t offer any refunds or credits, and won’t open source the device either.

• Steve Pratt, one of Pacific Content’s original co-founders, is to launch a book later this year. Earn It: Unconventional Strategies for Brave Marketers is out on Oct 1.

• Todd Cochrane’s New Media Productions is hunting for new studio space, after his lease was terminated by a new building owner. Geek News Central and The New Media Show have come from the studio in Coldwater MI, USA since July 2019. The studio space cost $25,000 to convert.

• Magellan AI released the company’s April podcast ad spend report. Analysis from RAIN’s Brad Hill suggests that ad spend from top advertisers has dropped by 6%.

• Not produced your entry for the Independent Podcast Awards yet? You’ve got an extra two weeks to enter, and the deadline now closes on June 14.

Moves and hires

• Beth Horn, Spotify’s director of sales in the UK, has been poached by Pinterest to be its UK managing director. She’d only joined Spotify five months ago.

Tips and tricks - with Ausha Pro 🚀

• Ausha suggests: Learn how to successfully pitch a branded podcast to your boss or clients with Ausha’s guide; and find expert podcasting partners with Ausha’s Agencies Directory

• If you’re going to be a podcaster, you need to learn the art of the ad script, says Jordan Harbinger.

• Quality Over Quantity Is A Growth Strategy, says Steven Goldstein - suggesting we flush the mediocre content, and only keep the gems.

Podcast News - with Airwave

With Airwave: The Past and The Curious’s Mick Sullivan says: “I feel like the Airwave team really “gets” my show, respects my audience, and is committed to success. As an indie creator with a strong history and following, this is crucial."

The UK General Election is shaping up to be the “podcast election”; The Political Party with comedian Matt Forde is going daily from June 3; he aims to interview a candidate from all 650 election areas before polling day on July 4.