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mr. checkmark is a new podcast and we
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have a new podcast very first podcast
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when Sir celebrities journalists random
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friends of yours
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everyone has a podcast Spotify plans to
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spend five hundred million dollars on
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podcast related acquisitions this year
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alone but why is this happening now
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podcasts have been around for over a
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decade to understand what change to make
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podcasts the phenomenon they are now we
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have to hold on this is better okay we
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have to look at the big picture
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so yeah podcast came about because of
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Apple iTunes and iPod we recently
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announced something new for iTunes and
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iPod and it's called podcasting Apple
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brought podcast to iTunes in 2005
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podcasting of course is a concatenation
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of ipod and broadcasting Steve Jobs
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called podcast TiVo for radio which is
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an insanely dated reference but can help
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us contextualize this whole shift before
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podcasting you had the radio with its
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ads unpredictable content and your
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favorite host time to specific days with
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specific shows but with podcast you can
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download radio shows and listen to them
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on your computer or put them on your
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iPod anytime you want and you can
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subscribe to these shows too so you
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never miss an episode
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Plus podcasts are free just like the
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radio with the release of internet
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connected smart phones people could
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download podcasts onto their phones
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directly instead of having to load the
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audio onto their phone from their
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computer and that made listening to
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shows even easier still in 2009 only 11%
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of the US population had listened to a
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podcast in the last month but then a
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podcast arrived in 2014 that changed
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everything from this American life and
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WBZ Chicago its serial one story told
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week by week I'm Sarah Koenig serial
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broke with established podcast rules it
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was a narrative mystery crime show that
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told a single story over many episodes
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versus just one and that new format drew
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listeners in
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it became the fastest podcast to ever
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reach five million downloads and streams
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on iTunes around the same time that
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serial and other highly produced shows
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became popular cars were becoming more
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connected to which gave commuters an
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opportunity and place to listen plus new
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directive consumer companies had money
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to spend on podcast ads the confluence
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of all of these factors push the podcast
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business to new heights this week's show
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is brought to you by Casper this episode
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is sponsored by Dell turn your great
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idea into a reality with Squarespace
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last year podcasts created nearly half a
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billion dollars in revenue maybe you've
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heard hosts read ads and give you a
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promo code that's a main way shows make
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money and that code helps advertisers
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know which show sold their product shows
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make money in other ways to some adapt
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their story for TV and others host live
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events other than the reporting costs
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audio is relatively cheap to capture
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particularly compared to video so it can
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be a lucrative business media companies
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and individual creators can try out
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podcasts without risking a ton of cash
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and they can publish their shows in the
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same places that major publishers do now
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that there's so much money in podcasts
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companies want more control and
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visibility into how well their ads
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actually work so podcast technology is
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becoming more sophisticated and the
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field is changing promo codes might not
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be needed anymore
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advertisers want a more robust way to
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track ads similarly to how they do with
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banners online that's why the
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Interactive Advertising Bureau
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established its podcast measurement
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technical guidelines in December 2017
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with this new standard advertisers now
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know what counts as a download or play
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and they can get a real sense of how
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many people heard their ad the ads
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themselves are becoming smarter and
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dynamic too which means one ad doesn't
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have to live inside the same episode
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forever they can be swapped out with
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other ads as time goes on and podcasters
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can improve their ad offerings by
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guaranteeing timeliness
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everything is formalizing in an effort
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to make the fields even more lucrative
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some podcast players are experimenting
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with exclusive content to
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which is a fundamental change to the
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open world podcasts have traditionally
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lived in podcasts are starting to be
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tracked more like the rest of the web
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and the content is starting to be
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distributed more like movies or TV shows
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so why does everyone have a podcast now
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because they're cheap to make the stakes
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are low and the opportunity to make some
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cash could be big plus who doesn't love
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the sound of their own voice so now that
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you've just watched this video on
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podcasts wouldn't you know it I have a
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podcast too and you should check it out
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it's called why'd you push that button
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we'll put a link below and you should
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click it
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see what it's all about check it out all
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right we'll see you later bye9107
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