[Approximate Reading Time : 4 mins]
What is a podcast?
Podcasts are audio-only media that publish a series of episodes or parts. They can be streamed, downloaded, or subscribed to through various platforms, websites, and applications. Podcasts are great for multitasking, as they do not require much effort from the listener. The ease of access, high-quality content, and hassle-free streaming make podcasts a go-to choice for people looking for news, information, and entertainment in their fields of interest. It is the right time to start podcast publishing and introduce your brand, as many brands are already in the field.
Podcasts are trending nowadays, with many streaming apps becoming popular. Podcast listeners are more engaged and supportive and are very likely to complete them once they start. Thanks to the pandemic lockdowns, the number of people who listen to podcasts has increased in the past few years, and so have the time they spend listening to them. Young audiences who look for alternatives to music opt for podcasts. Mundane tasks like working out, cooking, or walking are better with podcasts. Smart devices have also contributed to this trend. Podcasts are uninterrupted, useful infotainment that users can control.
How to start?
Publishers have high-quality content and sources to make them. Podcasts will not prove to be a burdensome investment option, as financial barriers are low for this field. It does require strong content—which is not new to publishers—voice artists, and a recording space. Many publishers already have an online presence, so introducing podcasts will be easier than building from scratch. But you do have higher stakes involved, as the audience will expect the quality of your brand. Successful podcasts also do well as book adaptations. Macmillan’s Tor has already done this with Steal the Stars as an audio-first production before novelizing and also has its own podcast network: Quick and Dirty Tips.
Advantages for publishers
Print books and audiobooks can benefit from podcasts. Audiobook lovers and podcast fans enjoy both publications. Publishers can use podcasts for self-promotion to bring attention to their books or events. Engaged audiences pave the way to revenue through advertisements either dynamically inserted or baked-in. Subscriptions to podcasts and sponsored episodes or series generate additional revenue in the long run. Live recordings of podcasts are also becoming famous, and people do show an interest to attend a reading by their favorite artist and in their favorite genre. Easy distribution is another plus to podcast publishing.
Publishers have to adapt to the publishing trends in the industry to resonate with their niche audience. Podcasts bring the audience closer to publishers. They eagerly wait for the next episode, more content, and better quality, which is only possible with podcasts. Make use of this opportunity to establish trust, and appreciate the loyalty of your audience.
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